6 Tips for Successful Webinar Marketing
Jocelyn Johnson, Director of Marketing, Real Magnet
There are many benefits to hosting regular webinar presentations. Webinars can help build your reputation as a thought leader, while keeping audiences engaged and moving through your sales pipeline. But, they can’t do their job if no one registers or attends. So, how can you bolster registrations and turnout for your upcoming webinars to maximize their impact?
Studies show that email marketing is the most effective promotional tactic for webinars. It takes many forms, and advice varies on how to do it well. Below, we provide our top 6 tips for webinar promotions.
Don’t wait until the last minute to promote your webinar. Launch your registration landing page and email invitations two to three weeks before your webinar. Depending on the responsiveness of your audience, start about two weeks out on free webinars and three weeks on paid webinars.
Be sure to factor in time to craft a polished registration page and create your email series. Also, build in time for internal review of your messaging. If you are working with external partners, you may need extra time for them to review as well.
Define a Promotional Schedule
Send too many messages, and risk coming across as a spammer. Send too few and no one will register for or attend your event. What’s the right number of emails to send to promote your webinar? It depends a lot on whether you are doing a free or a paid webinar, whether you are promoting to prospects or customers / members, and what other sorts of outbound emails you are also sending to this same audience. We would recommend somewhere between three and five emails, spaced out over two to three weeks.
No matter how many emails you send, be sure to remove registrants from the list before you send out the next email in your series!
You know those emails you get from eCommerce sites telling you that you have items left in your cart? You can use the same concept – abandonment – to increase registrations for your webinar. Studies indicate that conversion rates from abandoned prospects can be significantly higher. Identify those people who have abandoned the registration process (clicked the link and reached the landing page, but who did not complete their registration) and send them a quick email to remind them to complete their registration.
Focus on Email Content
There are many demands on your email recipients’ time. To stand out from the crowd, you need to focus on your email content, including:
Subject Line: In email marketing terms, your subject line is your first chance to make a good impression. So, you want to craft a subject line which encourages your recipients to open your email, by telling them about the topic of the webinar and about who you are.
Pre-header Text: The Pre-header is the line of text that appears right after the subject line in an email inbox. This is a great opportunity to provide additional information about your webinar. Pre-header text is particularly important for your recipients who are viewing your email on mobile, so be sure to use it well.
Core Message: In the body of your email, you’ll want to describe the webinar, who the speakers are, and provide the date and time. Since you’ll be sending multiple invitations, it’s important to vary this text, so your emails don’t seem too repetitive to the reader. Try to create a sense of urgency about registering now as opposed to later.
Call-to-Action: Your call-to-action should be clear, simple and visible. A button with the words “Register Today” or “Reserve Your Seat” works well to put your call-to-action front and center. You might also want to include a hyperlink to your registration page within your text. Another best practice is to link your header image (if you use one in your email) to your registration page.
Send Confirmation and Reminder Emails
Getting your audience to register is only part of the battle. The real goal is to get your registrants to attend your webinar, which might get them to see you as a trusted resource, move to the next step in the sales process, or renew their membership. When an individual registers, you should send them an email confirming their registration. These should be short and sweet – including the date, time and instructions on how to join, plus a quick, “thank you for registering.”
Don’t Forget to Follow Up!
After the webinar, you’ll want to follow up with everyone who attended – and everyone who no-showed. At a minimum, thank the individual for attending (or registering) and provide a link to the webinar recording. You can also use these emails to highlight additional materials that might be of interest to your registrants, such as a relevant blog post, a related white paper, and/or the slides used for the presentation. Consider promoting your next webinar as part of the follow up!
Want to learn more about what webinars can do for your business? Download our white paper, “Webinars: A Sales and Marketing Must-Have.”