How to promote a webinar ?
Here are 6 ideas on how to promote your webinar:
- Promote on your website
- Promote on your owned channels
- Team up with influencers and industry leaders
- Use video specific platforms
- Trust your sales team
- Invest in paid media
Creating a webinar, or a webinar series, takes a lot of resources from your marketing team. When creating such a high effort, high impact content you want to make sure that people will register, view, and react to your content. That is the basis of content marketing ROI.
When planning your webinar, it is essential to narrow down your subject matter to deliver relevant content to the audience you are trying to reach. When you do this properly, it will be easier for you to determine how to best promote your webinar.
Each webinar promotion can be different according to the audience you want to reach. A general webinar about home loans in rural New South Wales will not have the same audience than a specific webinar about vaccination of children by a doctor’s association.
This is important because the number of promotion channel is important. You could choose up to 20 different promotion channels for your webinar, things like social media, email, owned website, guest posts in blogs, ads, YouTube videos and a lot more.
The goal of this article is to list a few of these channels and how you could promote your webinar thanks to those.
1. Think about your own website
Your corporate website, your blog can be just the right channel to reach your target audience directly. Of course, this would be more appropriate to websites that already have an important visitor base.
Starting at 100 visitors a day, your website could be the perfect lead magnet for your webinars. When you plan the production of your webinar, do not forget to think about how you will integrate it to your website with an optimised registration page.
The pages that usually perform the best are pages that are to the point, visually appealing and that limit the information given to the essential: information about what you’re going to talk about and what they can learn, the date and time of the webinar, the speakers who will be participating and a registration form.
For more information, read this blog post about webinar registration pages.
Your site is also the best place to add some goodies to increase the visibility of your webinar landing page. One method we are using is a welcome bar on our home page that is visually different from our theme to get the attention of potential visitors. Add an appealing call-to-action to get your visitors to land on your promoted piece of content.
Another method you can use to increase traffic to your registration page is the exit-intent popup. It is not adapted for every site since it is intrusive but when nicely done it can lead to more registrations to your webinar.
If you already have a lot of different pages on your website and your CMS is easy to use, it is best to use these other pages to link to your webinar landing page. Think about adding an appropriate CTA and the best is to add these CTAs to the most visited pages on your website.
If you have a blog section on your website, writing a blog article about your webinar is a perfect way to promote it. This will take you bit more time, but it can be better for attracting a new audience to your webinar, especially if you optimise your content with SEO in mind.
Your site can be used to add a specific Lead Magnet to collect contacts in exchange for a snappy piece of content linked to your webinar. People always like to get something for free from a website visit.
2. Think about your owned channels
As a business you own channels to speak directly to your audience. These are your emails, social media accounts, PR statements, and others.
Emails are a huge lead magnet, especially if you reach the right audience, with the right message at the right time. Do not hesitate to dedicate some time to go through your email database to see if you have prospects that could be interested by your webinar subject matter. The most important in sending emails is to deliver the right content. Think hard and long about the message you will send to your prospects and keep it simple.
It is better to add one CTA to maximise your click through rate on the email. A tip that also helps in reaching more people is to have a clear email workflow with a clear timeline in mind. The timeline is totally up to you, but the best case is usually to start 2 weeks before with reminders 1 week and 1 day before and finally a thank you email after the event.
Social media is also highly effective to attract new registrations, especially when the subject you are dealing with is trending or important for the community. On social media, you will have 3 ways to reach out to the community: on your own social media page, on dedicated groups or via paid social media posts.
The reach you will have on your own social media channels will depend on the channel itself (Facebook, Twitter, Instagram, LinkedIn, YouTube and more) but also on your reach. The engagement of your community will also be important since this will determine how much people share your content.
Posting on dedicated groups will be effective on channels such as Facebook or LinkedIn which have a lot of dedicated groups. Let us hope your topic is interesting to the community and your reach will be higher. Finally, social media can be used to find your target audience thanks to highly targeted ads especially on Facebook, LinkedIn, and Twitter.
3. Team up with influencers and industry experts
The more expert and thought leading you will appear to your audience about the webinar topic the more registration you will have. It is difficult to walk away from a webinar that shapes the industry or topic you are interested in.
Make it difficult more people to not register to your webinar by partnering with influencers and industry expert on the topic you are talking about. The advantage of this strategy can also be to leverage the database of your partner to reach more people that could be interested. Make sure the partnership is a win-win situation and it should boost even more your webinar.
4. Use video specific platforms
Webinars are video based. It is therefore logic to use video specific channels like YouTube, Vimeo, and others to promote your own video content. YouTube is especially important for video content providers since this is the biggest video channel worldwide.
Your video content can reach new audiences thanks to the SEO potential of YouTube content. YouTube can be the perfect channel to recycle your older webinars and make it easier for audiences to know in which field you are expert.
5. Trust your sales team
Marketing and sales must work closely for your company to be efficient. Your sales team is in constant contact with your target audience and they know best how to promote your products and services.
Your webinar can be seen as an extra service you give to your prospects and this can give you an edge in a sales process. Trust your sales team to promote your webinar in a human way.
For this to work, you need to make sure that all relevant information (webinar landing page, images, template email) is provided to your sales team to maximise the conversion rate.
6. Invest in paid media
If you have the budget, paid media can be interesting to reach more people. Targeted display and social ads can work best for these types of campaigns.
Retargeting ads can also be used to reach audiences that already visited your site but did not convert. Investing in paid media is a good way to optimise your webinar campaign.
Create great webinars thanks to our team of experts. If you need any help, please reach out on 1800 733 416. Webinars.com.au is an Australian hosted company that manages around 50 webinars per week for all types of companies.