A webinar can be a very effective tool for promoting a business or a brand. It gives you the opportunity to display your expertise in your industry while interacting with customers and prospects. In the process, you will generate qualified leads that could eventually be converted to customers. It would, therefore, be advisable to incorporate webinars into your overall marketing budget and strategy.
So how can you carry out an effective webinar marketing campaign?
1. Choose a compelling topic
You need to choose a topic which will grab the attention of your audience and compel them to attend. One of the best ways of selecting a topic is by following conversations on different forums and social media channels. This will give you an idea of what your prospects and customers are currently interested in. Alternatively, you could carry out a poll to find out what people want to learn. However, whatever topic you choose, make sure it is related to the product or service you are offering. At the end of the webinar, the participant should leave with your solution in mind as the answer to their problems.
2. Partner with experts
It would be advisable to find a partner with well-known individuals or businesses whose brands are related to yours. Involving an expert guest speaker will enhance your credibility and allow you to reach a bigger audience with your webinar. For instance, if you are promoting a fitness app, you could co-present the webinar with a popular fitness trainer. However, to lure the industry expert to get involved, you need to show them what is in for them. If you have held webinars previously, give them the registration and attendance numbers. Convince them that participating will generate qualified leads for their businesses as well. However, if you cannot find someone outside your business, you could consider starting with an in-house expert.
3. Build a detailed landing page
To attract people to your webinar, you need to give them an idea of what to expect. This is why it is very important to create a webinar landing page where you can explain the purpose of the webinar and how participants will benefit from it. Introduce the presenters and make it clear why they are qualified to participate in the webinar. Don’t forget to mention the date and time of the webinar, as well as the sites where participants can join. Finally, be sure to include social media buttons which will encourage sharing of the landing page.
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4. Choose the right platform
There are several things you need to consider when choosing the right platform for your webinar. First, make sure the service allows attendees to register and join easily. As much as possible, avoid platforms where users are required to create an account first before joining since this might just turn away potential participants. You should also find out if the service allows participants to join and attend the webinar using different devices. In addition, the platform should be able to support the number of people you want to host the webinar. The good news is that there are many great webinar services such as Google+ Hangouts which you can use at no cost. However, it would be advisable to go for paid services which come with extra features such as webinar recording and analytics.
5. Send email invitations
Email marketing is the most powerful way of attracting participants to your webinar. The subject line should be short, descriptive and compelling enough to encourage the recipient to open and read the email. The body copy should also be brief and explain how participants will benefit from attending the webinar. At the end of your email, be sure to have a link which leads to your landing page. You could also consider including a ‘PS’ mentioning that those who cannot attend the webinar may still register to receive the recording.
One powerful trick that can significantly boost your registrations is to send a ‘last chance’ email a day before the webinar. Remind your recipients the amazing things they will learn by attending. This will create a sense of urgency and many are likely to register due to the fear of missing out.
6. Leverage social media
Social media is another very effective way of creating awareness about your upcoming webinar. Take time to post regular reminders on Facebook, Twitter, Google+, LinkedIn and Instagram. Make the updates more frequent as the day of the webinar approaches. Have a specific hashtag for your webinar and make sure it appears in all your promotions. Don’t forget to add a link to your landing page where potential attendees can get more details and register. To attract even more participants, you could also consider running some paid ads on social media.
7. Send a follow-up email
A follow-up email after the webinar is a great way of maintaining interactions with participants. In the email, give a brief recap of what was covered and ask for feedback. This will give you an idea of how effective the webinar was and what can be done to improve in future. Remember to include a link to the webinar recording, as well the presentation slides. You could also offer some promotional items to appreciate those that attended. Don’t forget to send a follow-up emails to your guest presenters as well. Compliment them on a job well done and ask for feedback as well.
8. Evaluate your performance
There are several questions you need to ask yourself when gauging the effectiveness of your webinar:
- Did you achieve your registration goals?
- Out of the people that registered, how many actually attended the webinar?
- Which promotion channels attracted the most participants?
- What is the level of attendee satisfaction?
- How many new customers did the webinar generate?
The answers to these questions will show you what worked and what didn’t, therefore giving you an idea of can be done to improve future webinars.