If you have a webinar in the works, you’re probably wondering how to market it in your campaign. With a killer topic, good presentation, and quality guests, you probably think it’s already a done deal, right? However, there’s a lot more that goes into marketing content such as a webinar. You need to make sure you set it upright and distribute it to your target demographics. Only then can your content shine and bring in new viewers. Here’s how you start.
Pre-webinar registration
Before you actually get to work on your webinar, you need to make sure you’re able to market it properly. Give your business enough time to come up with a sound marketing strategy and a way to distribute the webinar to your target demographic.
Your first order of business should be to set up your registration page. Where your webinar is hosted should be one of your top priorities, at it determines quite a bit about your whole event. There are countless free and premium platforms In Australia that can host a webinar and they all have their benefits and drawbacks.
Choose one that suits you in terms of price and convenience, while also paying attention to the features that it provides. A more organized website with integrated features can be very useful for your marketing efforts.
Alternatively, you can host the webinar on your own website. Through integrations, you can skip over the need for a webinar host and simply take on the role yourself. It’s quite a bit tougher, but it’s a viable option if you run out of host ideas.
Social media promotion
Social media is a crucial part of a webinar marketing strategy. In the few weeks leading up to the event, you need to make sure your business has a strong presence on social media and that the webinar is a priority topic.
Create custom graphics that summarize the talking points of your webinar, but without revealing anything that the webinar is supposed to answer. If your webinar features and important and recognizable speaker, make sure to put this at the forefront of your social media campaign.
Always include “last chance” posts days before your webinar starts. Those who register right before an event are a lot more likely to attend, so you have nothing to lose with this move.
Email marketing
While emails are often seen as an outdated form of online marketing, they’re still very much relevant in today’s world. A good email strategy can have a huge impact on your marketing strategy’s effectiveness, especially when it comes to hosting events such as webinars. It’s important to have a well-planned out email strategy to promote your webinar.
Make sure you personalize your email campaign. You can’t send the same kind of promotional email to every single person in your list. If you have customers that have already seen your previous webinars, greeting them with an email that goes too deep into the details of what it’s about won’t be effective. They are already familiar with it, so you only need to remind them that there’s another webinar coming up. Mention the new talking points and guests that will be featured to draw them in.
Remember to keep the strategy simple. Sending out two or three emails is usually going to be enough to promote the webinar. The final one can act as a “last chance” type of message that informs them that the webinar will soon start. Include the date and time in every email and make sure the time zone is included, as this can confuse international audiences.
Production assistance
Managing a webinar or series of webinars is difficult to work. Everything from the production to the marketing needs to be handled with care. It has to include a sound marketing strategy that is timed well with the release of the webinars.
Many Australian businesses don’t have the resources or personnel to handle every part of the webinar production process. Yet, they still need to be able to provide their consumers with this kind of marketing content. This is where outside help comes into play. Nowadays, it’s a lot easier to host professionally managed webinars in Australia than ever before. You can let experts handle the brunt of the webinar efforts while your business focuses on the idea and marketing behind it. Although, even these elements can be planned-out with the help of expert assistance. Keep this in mind when creating your webinar strategy, as you will want to utilize all the help you can get to reach satisfactory results.
Nurture contacts
Once your webinar has aired, it’s time to reap the benefits. If the webinar’s topic and presentation inspired new viewers, you need to establish contact with them. Since they entered their email on the registration page, you have all the contacts you need to start making some long-term connections.
Nurture them with automated workflow and send out your most important emails. Make sure you don’t spam their inbox, though. All you need to do is ask how the webinar was and if they’re interested in seeing more of the same. Once your next event is in the works, you can contact and remind them of what’s to come.
Conclusion
Hosting a webinar is a lot more than just creating a live video. It’s an entire marketing scheme which covers everything from emails to social media posts. Your goal isn’t to get viewers for any individual webinar. It’s to get long-term viewers that will tune-in any time you post relevant content about your business. Use the above guide to help you better achieve this with your webinar marketing strategy.
