So you want to launch and market a webinar — fantastic! Producing webinars and live streaming events are great for increasing leads to build your business. Webinar promotions are a big part of driving registrants and helping you reach lead and customer acquisition goals.
In this guide, we’ll talk about successfully marketing a webinar that will drive registrations.
Webinars can be a great asset when leading potential customers through the marketing funnel. For B2B brands and organizations, the key to really keeping your sales team busy is an effective webinar promotion. Of course creating quality content, speaker experience, and the professional video production to match are all critical to making sure your webinar marketing strategy is a smashing success.
If you’re creating a webinar and dabbling in marketing for the first time or brushing up on your webinar marketing skills, this article is for you. Let’s dive into everything you need to know about marketing a webinar.
When considering your target audience, prioritize quality over quantity. You can have hundreds of leads, but if they’re not your ideal customer persona, they may not be the right fit for your business.
If you’re a B2B marketer building a target audience, consider how similar your target audience is to your company’s marketing qualified leads (MQL). MQL’s tick all the boxes for an ideal customer based on specific parameters like company size, industry, function, and more. You set the requirements based on your product and brand. Narrowing down your target audience also helps you determine where your marketing spend goes.
Before building out your webinar promotion plan, take the time to identify your goals. These goals can be metric driven and include benchmarks like:
- Total registrations for the event
- The number of live attendees
- Total number of on-demand viewers
- Average session or view time
- Attendee or audience engagement
Do you have any dream logos or customers you want participating in your live webinar? If you’re using an account-based marketing strategy, try creating a goal with a certain number of target accounts in attendance using personalized invites and custom messaging.
No matter what your webinar goals, remember to be realistic. For example, if this is your first webinar, plan to use the experience as a test to gather data. If it’s your second or third webinar, base your reg goals on the previous webinar’s success. Getting 500 registrations the first time and then expecting 1,000 registrations is a 100% increase. That’s major! Be realistic and aim for an incremental 30-50% increase to start.
Creating a webinar that converts is all about reeling in your target audience and keeping them interested. Relevant topics and quality content are critical. Remember to do your research and always strive to add value and provide actionable insights your audience can take away from the event.
A little SEO research can go a long way to ensure you’re optimizing for search. Take the time to explore which keywords and phrases are most relevant to your content. This will pay off big time by increasing quality organic traffic to your webinar landing page.
Your webinar registration page also needs attention. Plan to optimize the content elements on and off the registration landing page. For example, you may consider optimizing your landing page header with target keywords similar to: “[Event title/keywords] webinar registration. You may also want to optimize your meta title and description with target keywords.
Your topic and SEO research are a great starting point to help you craft the perfect webinar title and event description. Think of your title and description as your marquee for drawing in your target audience.
Strive for something snappy and relevant that also clearly states what to expect during your event. This will help you draw in your audience.
Great speakers from reputable companies help draw in the crowd. Remember: your audience likely wants to learn from the best in their industry. While researching topics, look for individuals or brands that are making noise and leading their field. Along with your powerful video solution, your speakers bring the content to life and help engage and convert your audience.
Also, when thinking about how to create your webinar presentation and flow, consider including a designated webinar host or emcee. The host can direct speakers while keeping the momentum and energy up. We all have that one big personality in the marketing or sales department — bring in your employees to make sure they have time to shine.
When connecting with speakers through video, put your best foot forward. Go above and beyond to build lasting impressions and experiences for every webinar. Once you’ve received speaker confirmation, onboard them to the event for a speaker-first approach.
Here are three key ways to build a great speaker experience:
Focus on your speakers
Make the speaker feel at ease. Jump on a 30 minute onboarding call to address questions, align on expectations, and review webinar content. If there is a panel, provide short bios on all participants and have a session for everyone to meet informally. Allow your speakers to contribute to session content based on their valuable experiences. And most importantly, thank them.
Create speaker session guides
A session guide can take the speaker-first approach to new heights. A session guide is a handy reference document made available prior to and during the live event that helps keeps everyone on track. It ensures each speaker’s key perspective gets sufficient air time.
A session guide shouldn’t feel like a script, as the best on-air conversations are fluid and organic. Plan to share the guide a week before the webinar and run through details during rehearsal.
Revamp traditional speaker packets
Next, use time to review technical checklists and set key rehearsal dates. All communication must be clear, direct, and prompt. So much can get lost in translation via email. If needed, revamp your traditional speaker packets in a modern way.
Include speaker links to your video tool and internal tech support. Think through their experience when they log on to the platform. Will a producer greet them? Is there a virtual green room or backstage area? How soon do they log in? Providing all the details can help keep speakers relaxed and confident. Speaking is stressful enough.
Let’s be real here, too. It’s a small world for many industries. In-demand speakers have powerful networks. Provide them with a great webinar onboarding experience and the news will travel fast. Post-webinar, send a personalized thank you note and gift if your budget permits.
The general sweet spot to begin webinar promotions is 3-4 weeks. As the webinar date draws near, you’ll want to increase the frequency of your webinar promotion. Expect a steady stream of registrations and a surge in registration the week before the live date or even the day before.
As a general rule of thumb avoid Mondays, Fridays and holidays. Aim for late morning or lunch to go live. This timeframe avoids conflicts on both American coasts and is early enough for Europe to watch in the evening.
A webinar should be no more than an hour. This should be enough time to cover the topic, but not so much time as to let the audience’s attention span wane. Don’t forget that the total session time should include the Q&A portion as well. A moderated Q&A can run as long as attendees are asking questions, so plan to include enough time at the end of your webinar.
Sometimes all that glitters is gold. If someone is on the fence about attending your webinar, the design, layout, and a few big logos can push them over the edge.Make the landing page aesthetically pleasing. Try embedding a video to your registration landing page.
And don’t shy away from pops of color or a minimalistic approach. Additionally, make sure your webinar registration form is simple with fewer fields to minimize friction.
It doesn’t get much more personal than with video email. Adding a fun gif is great way for marketers and sales folks to inviting key customers and prospective customers.
Another solid option is a traditional email with your branding. Challenge yourself to segment your audience and create personalized messaging. For example, a shorter message with a video may go to managers and executives. A longer one with CTAs might go to a different audience. Segmenting your audience by title and messaging for example is a strategic way to also see just what works. If you need some more inspiration, check out 11 webinar invitation examples.
The number question I get after sending off a webinar invite is, “Will this be recorded?” It does not hurt to mention that the on-demand webinar will be available later to avoid confusion.
While you may want to try different channels of promotion, investing in social media is a must. If your company has a big following, a video on social to drive traffic to your webinar’s landing page might be the way to go. You can also increase awareness with paid ads on social. Experiment with video ads on Facebook, Instagram, TikTok and Twitter.
Countdowns are another effective way to get attention on social media and drive urgency. A traditional webinar banner can work, but step up your game with video trailers as ad promotion. And don’t forget to create tailored social assets for both your speakers and internal staff!
Requesting a demo should not be the only CTA on your company website. Gated pages with CTAs to webinars, on-demand videos, whitepapers, benchmark reports, email subscriptions, and more help prospective customers get the relevant resources they need.
If you’re looking for additional ways to get traffic to your registration page, consider adding CTAs to relevant blog posts, a monthly newsletter, or as modules or popup banners on your marketing pages.
It’s shocking how many new registrations come in the day before a webinar. An early morning email sits right at the top of inboxes, so it’s likely your webinar will be top of mind. If you plan to send an invite the day before, remember to include on-demand access if registrants can’t join you live.
Sending reminder emails the day of your webinar launch will help to ensure your largest attendance possible. Don’t worry about bombarding your audience. They’ll be happy to get your note.
Working with partners and sponsors helps generate more awareness about your webinar and brand. You can explore paid opportunities or barters to increase your webinar’s visibility. An ad in a partner brand’s newsletter, post to their social page, or backlink to a relevant article can all help generate noise about your brand.