Take Your Webinar Marketing to the Next Level
- Optimized Landing Page: Create an informative, visually appealing and clearly worded landing page that answers the 5 “Ws”: Who is the presenter? What topics will be covered? When will it take place? Where can it be accessed? Why should I attend?
- Set Up an E-mail Campaign: The e-mail list should contain all existing customers as well as leads who have engaged with your product, but not yet signed up for it. Send out a thank-you e-mail to registrants with all of the info, as well as two reminders e-mails: the first should go out a day before the webinar, and the second one an hour before it starts.
- Social, Social, Social: Promote your webinar through social campaigns on Facebook, Twitter, LinkedIn and Google+ using a B2B social media marketing platform. Write an interesting or humorous call to action, offer an incentive such as a free consultation or a discount to registrants, and don’t forget to post several times a week leading up to the date.
- Run Paid Advertising Campaigns: To reach a broader audience, identify the websites your target audience visits most (popular blogs, news sources or social platforms) and launch a banner campaign with a strong call-to-action button that redirects to the landing page.
- Use Your Connections: Is your webinar being hosted by someone outside your company, such as a customer or partner? If so, ask that individual to market it on their side by reaching out to their social communities, e-mail lists and others industry contacts they have.
Here is a great example of Prava Media Group promoting our joint webinar on scaling markeing operations.
- Don’t Forget to Blog About It: If your company has its own blog, write a post about the webinar and the business value of the topics being covered, and then distribute it socially.
- Leverage Your Home Page: Another way to attract registrants is by including a prominent but non-intrusive promotion of the webinar directly on your homepage to capture attention.
- If you only remember one thing: record your webinar (!!) It contains substantial valuable information that you can use later on to create an extensive range of helpful content.
- Right before the webinar begins, share your screen and have a slide up with your logo, a very short company description and a “Webinar to Begin Shortly” message to remind attendees who is hosting the event. Before the presenter begins speaking, you can also take a minute or two to introduce the company to everyone attending.
- If the presenter is speaking from your office, and your team is there to join, take a few photos of webinar in action, and then Tweet them or post them on your Facebook page.
- At the end of the presentation, remember to have a slide with your company logo, as well as your website and an e-mail address that attendees can contact for further information.
- Schedule a Thank You e-mail to be sent out to attendees. This e-mail, as well as one that goes to registrants who missed the event, should include a link to the webinar recording.
- Create a resource page on your website that includes all of the webinar recordings - but make sure that the content is gated so visitors must leave their contact details to watch it.
Cloudera has a great resources page that is definitaly worth checking out for ideas.
- Write a transcript of the full webinar recording, break it up in 3-4 topics, and then create a useful post on each one, to be published on your company blog and across the social web.
- If the webinar was hosted by a customer, who spoke about data generated from using your product or service, ask for him or her permission to turn these numbers into a case study.
- In cases where the webinar includes extensive research or information on an industry-relevant topic, it can be used as inspiration to write a white paper on the subject at large.
Mark is a marketing guru with years of experience in the world of startups and social media. He has a BA in Psychology from Boston University and an MBA from Florida Atlantic University. Mark joined the team in late 2013 and has helped take Oktopost's marketing activities to a new level.
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