The coronavirus outbreak has impacted businesses worldwide, affecting millions of people with a growing impact on global economy. No one knows how severe the imminent economic downturn is or for how long it might last.
Surviving is a major challenge during this lockdown phase. B2B marketers that we are having conversations with are planning, developing, and executing webinar promotion strategies for the coming weeks of social distancing.
People all over the world can learn something from your webinars. Whether it is a live or on-demand webinar, promoting your webinars to drive demand and to make sure they are successful even during this critical time is important. And they ought to be, because everybody’s home, so the odds are in your favor. They will be open to consume anything that resonates with their business strategies and help them learn how to overcome their major pain points.
Let’s quickly run you through the key strategies that will help you promote your webinar effectively and derive the desired returns.
Role of a Landing Page
After taking the time to contact potential speakers, setting up the logistics and drafting the content, the first thing to do before you start promoting your webinar is creating a neat and clean, optimized landing page on the website for all your visitors. The page will make an impact on visitors if they are able to find webinar-related information easily. Here are some of the essentials to make your landing page a better place to spend time:
- Provide succinct information about what your webinar covers and what your audience will get from it, like benefits or takeaways
- Mention date and worldwide time zones of the webinar
- Name speakers of the event with their details
- A form to fill and get details of registered users
Remember, you have to make your webinar successful right from the beginning. So, do not leave any loophole that will prompt your visitors to leave.
Once they register, the next thing you have to do is send a thank you message. For this, you can create a separate thank you page or send an SMS or email with all the final details again. Doing this will allow them to make sure that they’ve confirmed their seat and if you’re up for it, allow them to ask any queries. This will send them the message that you care about what they get from your webinar and it increases their chance of attending.
After giving online direction to the attendees, let’s move towards some super-effective tactics for webinar promotions.
When should you start promoting your webinar? Some like to start a week before the webinar date, and others start two weeks ahead. The difference is, it gives you time to test and pivot if needed. Once you host a few webinars, you’ll gain better insights into how quickly it takes to reach your prospective registrants, and you can increase or decrease your promotion time to what makes sense. As per research, the best days for sending invitations for webinars are Tuesdays and Wednesdays owing to the better open and conversion rates on these days.
Making people spend more time on the website and allowing them to discover what they want through your offering is always a challenge for marketers. One of the tools that make this easy is Hello Bar which helps convert visitors into customers. It’s actually a plug-in that can be placed at the top or bottom of your page to grab the attention of people. You can write one or two sentences that link to your landing page or wherever you want your visitors to land with a call-to-action button. Many marketers have seen favorable results. You can try this out to see how your audience responds to it.
Exit overlays are the best way to retain online visitors. It tracks the movement of the cursor and is displayed when the users try to navigate away from the page and convince them not to leave. The message displayed to users can be customized and gives them a chance to read your offering, in turn converting to attendees for the webinar. Make sure you set up the popup on the relevant page where it makes sense for visitors to take the necessary action. There is a lot to explore about exit-intent popup that you need to look for, otherwise, it can create a headache if you overdo it.
Advertise on Your Own Properties
Promoting webinars on your own properties is cost-free. You can create a permanent page where you can post about all upcoming webinars or events you are organizing. This is a one-time activity where you can regularly update your scheduled webinars. You can put banner ads on your home page. This is a great way to keep dynamic content on your page.
Publishing a blog on the upcoming webinar is another great idea to drive more people online. Include a link to a landing page where they can register for the webinar. You can also make a teaser video about your webinar and share it across all platforms.
Emails for Webinars
Emails play a significant role in webinar promotions. It is the primary channel for most webinars right from the beginning to capture more viewers and increase conversions. Also, you can create an email signature which contains a link to the webinar landing page. If you are sending emails to a large database then this is a great way to spread awareness.
Here are two awesome blogs that you can read, one of them is a step-by-step guide for webinar promotions through emails and the other one is how to convert webinar leads into sales pipeline using the BDA strategy.
Collaborating with a Big Brand or Influencer
Teaming up with a renowned brand or influencer can give you a lot of exposure and add value to your audience increasing your market reach and credibility. Partnering should be done such that it is easy for your collaborator to promote it. This collaboration is worth the time and effort if you prepare for it precisely.
Though this combination has huge potential, it’s not easy to make it successful. Here is something about webinars and influencers that light up your path.
Involve Your Employees
According to LinkedIn reports, employees have 10x more connections compared to company followers. So get your employees involved in the process of promotion as they are actually one of the greatest assets when spreading the word for your webinars. The exposure of employees’ network will be worth it. Provide a social copy and link to them so that they can share and make the best of it.
Listing on Webinar Sites and Personalized Invites
You'll find plenty of webinar listing sites available out there to promote your webinar. Some of them can be free and some paid. Find the best one that is suitable for your webinar and drive more viewers to your webinar.
To send personalized webinars, you can sit with your sales team and draft amazing personalized messages to send invitations for key accounts. Your prospects will appreciate it and they will end up attending your webinar.
Following these tactics will make your promotion way better. Throughout the journey, just remember to keep your audience in mind and plan everything accordingly. Deck 7's marketing team provides a comprehensive solution for promoting your webinars to your target audience.
What are you doing to promote your webinars and make them successful? Tell us in the comments section below.