Implementing the right marketing strategies and planned actions to promote a webinar will allow you to, apart from generating more income, improve your ranking as an expert on the subject, and establish a stronger bond with your audience.
And how can you promote your webinars well?
So, we are going to explain how to promote your webinars well to get more registrations. You must focus on the following key points:
Decide the most adequate channels
It is essential to decide which channels are the most adequate to promote your webinar and reach your target. Normally, we will post it on our corporate website, blog, and social networks. It is also advisable to send a newsletter to our database and, according to the webinar topic, promote it on the LinkedIn groups that are related.
A simple action that can capture traffic to the landing page we generate is including the link in the signature of the email of all the employees of the company. The fact of sending frequent emails is an easy and effective way to make dissemination.
Define how you will publish the information
Apart from deciding how you will promote the webinar; it is very important to define how you will publish the information. This is, you must adapt the message according to the place or diffusion channel in which you publish it. Obviously, the base of the message will be the same because we are going to promote the same event, but according to the social network or the place, it will be a more adequate concrete tone or style of language. It is important that, in any case, it has coherence with the topic and the professionality level of the webinar. Sometimes, if the message is too informal, it can be negative crossing that line.
It is essential to include a CTA (call to action) to promote interest in the event. It must be clear and inviting to enroll or, at least, to keep finding out information about the webinar.
It is very advisable to create one or several hashtags for each event or webinar. Using them in posts on social media will increase visibility. They should be short and, to some extent, original. They can be used when promoting the event, during the event and when publishing information after the event is over.
A good post-event communication action is sharing the recorded webinar on your website, social media, or other digital channels. In this way, you will be able to enlarge the diffusion reach more audiences and potential customers.
Create attractive landing pages
If you create attractive landing pages to promote your webinars and virtual events, you will easier generate expectations. To achieve this, the key is to customize them. This means, at the same time you share the relevant information about the event, you must take advantage to show your corporate identity (logo, corporate Pantone tones, images that reflect your essence, etc.). Concerning the relevant information, it cannot be missing a good title, the description, the date, the duration, and some details we want to highlight to generate interest (for instance, the presence of a special guest, if we perform an additional activity or giveaway during the webinar if we will share exclusive information with the attendees, etc.).
A good practice to apply on the landing pages is activating a live countdown to generate interest or expectations among the potential audience from the first touchpoint.
Design agile registration forms
It will be also essential that, behind the registration forms, good management of registrations is carried out. In this way, we will convey professionality, generate interest for the event, and users will have peace of mind and confidence that they have made the right decision. ¿How will we do it? Planning and broadcasting good communication to users once they have registered, as explained below.
Launch automated emails
Once users have registered to attend the webinars, we must activate an automated emails system to ensure their attendance. It is essential to perform good planning, which includes deciding the most indicated moments for its launching and an adequate redaction for each occasion. The email cadence would start with the registration confirmation email, continue with calendar invitations linked to the webinar/event page, and finally include several reminder emails that would be sent gradually as the event date approaches.
The ideal is to start about 3-4 weeks before the event. If it is not possible because you are on a tight schedule, it would be convenient to, at least, start 2 weeks before. The first two mentioned emails should be sent when users have registered, leaving a margin of 4-5 days between them, and the last two reminder emails should be sent when there is a week left when there are one or two days left until the event, and the same day a few hours before. In this way, viewers will not forget about the event, and, at the same time, you will generate interest and expectations.
In these two last actions, as we explained in the landing pages case, you must show your corporate identity. All the touchpoints with the user must be personalized, aligned with the brand image and identity. For it, you must use logos, corporate images (or images of the same style), colors or brand Pantone shades, and the brand/company subdomain in URL directions you share.
Watchity’s Ultime Guide to Planning and Creating a Great Webinar”.
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