In order to engage new and specific audiences for your webinars, you need to have a clear idea about the value of your webinar and understand why people would want to attend. What does it mean for them, what needs do they have that you could help solve?
The endgame of your pre-webinar marketing is to highlight your webinar’s value, which if done correctly, affects your overall business by increasing sales, portraying a strong public image, expanding your customer loyalty and gaining recognition as an industry professional.
Use these tips below to ensure you’re using all the channels available to you to effectively market your webinar.
Social media is the single most important marketing tool of the 21st century. Because there are currently 2.3 billion active users on social media, it provides businesses with a platform that puts interested consumers right at their fingertips. It’s imperative to be marketing your webinar on social media if you wish to draw a decent crowd. Marketing content really thrives on Facebook. The demographic is wide ranging and you have the ability to post marketing content of all different mediums (video, images, text) which makes it extremely useful. Twitter is also great for marketing because of it’s huge customer base of extremely active members. Engagement is vital. You want to be replying to people’s comments and concerns, posting frequently to maintain ‘hype’ and finding the right people to connect with.The key to marketing your webinars on social media is timing, so ensure that you’re posting your content at optimal times! (Analytics can be useful for discovering this)
Pay-per-click advertising is one of the most popular and cost effective forms advertising. The idea behind PPC advertisements is that a business pays for the advertising space and how many times someone actually clicks on the advertisement. Google Adwords allows you to target your ads to customers in certain countries, regions or cities – within a set distance from your business. It provides you with a platform to analyse how well your ads are doing, and from there you can adjust them, try new search terms, pause your campaign and re-start again whenever you like. It also allows you to set a daily budget to ensure that you only spend what you can and you are not locked into any contracts. Facebook’s advertising is effective purely because of its capacity to be seen by so many. The great thing about these services is that you can drill down on your targeting gender, age, location, relationship status and a number of other fixed parameters, along with thousands of interests and occupations you can target using keywords.
Email marketing has really taken off due to it’s simplicity and notoriously high ROI for many businesses. In today’s age, the average office person receives about 121 emails a day. This means that it is extremely important for your titles and subject lines to make people want to click on your email instead of disposing of it straight away. Make your marketing emails short, sharp and entertaining. Have a personality; a tone, a voice and a sense of humor. Pay attention to the way these emails are worded, formatted. In order to effectively promote your webinar you should be sending about four emails: an invitation, an introductory and informative email, a reminder email before the webinar begins and a thank you email after the webinar has finished.
Video marketing is used by 87% of online marketers, 90% of consumers have said they use video to make buying decisions, and 64% are happier to buy a product after watching a video of it in action. Video marketing satisfies the entertainment needs of an audience and provides a great opportunity for businesses to really tailor their brand not just through text, but also sound and vision. Consider creating a teaser video package for your webinar that could be an overview of your content, a talking head video of you inviting attendees or any number of things. This way, your marketing content is seen by more people in a more favourable light. It can also be distributed across a number of marketing channels to it’s definitely worth the investment.
Create A Landing Page
Landing pages are the hubs that your marketing content should be directing audiences to, to sign-up for your webinar. A landing page is a great way to promote your webinar and give it a more professional finish. They will typically look something like an interactive poster that’s extremely visually appealing, include all of your business’s branding elements and include all of the vital information about your webinar such as the who, what, why, when and where. Make sure that there isn’t too much text as it could make the page look dull or overwhelming. It has been found that including a video on your landing page can increase conversion rates by 80%, so put your promotional videos on this page and any other relevant and interesting content that will draw in attendees for the right reasons.