As nurturing relationships with your target audience is one of the main marketing goals for almost any company, educational content importance continues to grow. As a result, one of the most popular ways to share your expertise with your prospects is creating a webinar marketing strategy.
According to Wyzowl research, 49% of marketers surveyed had hosted or participated in a webinar. Also, 87% found it to be an extremely efficient strategy.
So, if you weren’t sure whether you should start creating a webinar marketing strategy, consider these statistics to be a call to action.
However, having a webinar planned isn’t even halfway to success. Like any other type of content, the quality idea itself doesn’t have any value until it’s seen by your target audience. In this post, you’ll find out how to promote your upcoming webinar and reach your prospecting registrants.
The advantages of webinar marketing for your business
Certainly, People love webinars, as they’re the best source of free, valuable information in 2019. Because you can stay at home and listen to experts sharing their knowledge with you. Awesome.
Marketers and business owners also love webinars, developing an effective webinar marketing strategy lets them:
- reach new prospects;
- build brand credibility;
- communicate with your target audience;
- move your visitors and leads down the sales funnel;
- increase the expertise of customers already using your product.
Therefore, all these advantages make a webinar a huge marketing tool. However, as strange as this sounds, this marketing tool needs marketing as well.
6 Steps to promoting your upcoming webinar
Above all, getting your webinar in front of as many eyes as possible is the only aim of webinar promotion. So, to encourage your target audience and drive more registrations, follow these simple steps.
Step 1: Choose a topic
You should start thinking of webinar promotion at the stage of its planning. Firstly, it concerns the question you will highlight. Therefore, it should be exciting and respond to your audience’s urgent issues.
Above all, find out what your audience is already looking for and give them the answer. The engaging topic will make the whole advertising process much easier, as you won’t have to take efforts proving the webinar value.
So, to discover what kind of questions your prospects are interested in, follow the pattern:
- Firstly, come up with some general idea you want to highlight. For instance, ‘keyword research.’
- After that, go to Answer The Public and enter your target keyword into its search field. The tool will show you your prospecting customers’ Google queries.
- Look through the results and select the specific questions you could answer with your webinar. For instance, I thought the question ‘how to do keyword research for YouTube’ could become a great topic for the upcoming webinar.
Step 2: Find traffic-driving keywords
Once you decided on the subject to cover, expand it with traffic-driving keywords. This step is crucial if you are going to leave the landing page with webinar recording available after it’s hosted.
Optimizing its title and description for the right keywords, you improve the video’s organic visibility. Certainly, it’ll help you drive long-term organic traffic to your webinar.
To find relevant keywords, you can go with an SEO tool, such as Serpstat or Ahrefs. For instance, if you use Serpstat, the pattern will be pretty easy. Enter your target phrase into its search field, select your country, and click on Search. From the Overview report, go to the Related Keywords section.
You’ll see all the search terms semantically connected to the queried phrase. Look through the list and choose the keywords that fit your topic and have the right search volume.
Now you can expand your topic with the selected keywords. For instance, if your subject highlights keyword research for YouTube, the optimized title could be: ‘How to do keyword research for YouTube: Optimizing your YouTube tags.’
Step 3: Analyze your audience
Understanding who is likely to watch your webinar will help you develop a perfectly targeted action plan. Analyze your audience before planning a webinar.
If you’ve already been using Google Analytics to track your website metrics, you can get the data on your audience’s demographics there. However, its reports are pretty limited, and to get a clearer picture of your buyer persona, you’d better contact your sales team.
In the result of the audience analysis, you’ll find out your average customer’s age, gender, position, the problem your brand helps them solve, etc. This information will affect your webinar marketing strategy a lot. Having a portrait of your prospecting registrant, you can cope with the following tasks:
Select a perfect day and time
The period between 10 AM and 2 PM is widely considered to be the best time for hosting a webinar.
However, the perfect time for your webinar mostly depends on your audience’s location. Reaching people from different countries can be a challenging task. For instance, if your webinar starts at 10 AM British time, the USA citizens will be still sleeping.
Estimate the level of expertise of your listeners
What do people communicating with your sales managers usually know of your product? Are they experienced users or should you start from the basics? The answers to these questions will help you create useful, targeted content.
Understand their ‘pain’ and give them the decision
There are millions of articles on the web with general tips on every topic that you can imagine. But people watch webinars to listen to real experts and get actionable tips. Therefore, when creating a webinar structure, think of the common reasons your customers turn to your company.
Step 4: Use influencer marketing
Influencer marketing is king. Invite influencers to take part in your webinars, and you’ll get hundreds of registrants before you know it.
For example, Search Engine Land invites marketing experts every two host their webinars. When the webinar is over, the editors create an article with a recap of the presentation and attach the recording in the bottom of the post.
So, as an invited expert will announce the upcoming event on his or her social media channels, this step will increase your brand awareness and drive you lots of new visitors.
Step 5: Leverage email and social media marketing
Include the invitation to the upcoming webinar in your newsletters. If you have a large contact list, this simple action will let you grow your audience significantly. Here’s the way Oncrawl team announces their webinar series:
Never underestimate the power of social media channels. So, post an announcement on Twitter, LinkedIn, and other channels at least two weeks before the day when the webinar goes live. Also, don’t forget to follow it up with reminders to raise awareness of the upcoming webinar.
Step 6: Add a pop-up
Use a pop-up window to inform your website visitors for the upcoming webinar. As you have a few seconds before a user clicks on the X button, you should take efforts to attract their attention.
That is to say, come up with a catchy title, write a very short and intriguing description, and add the timer to create a sense of urgency.
As these windows are created no to irritate users but to generate leads, you should be careful when using it. So, make sure you show them up on the relevant pages, and the distraction is minimal. Also, mind that pop-ups can hurt mobile users’ experience.
Of course, it would take a long time to list all the ways to promote your webinar. However, there’s no sense trying to implement all the tactics at once.
To sum up, in this post, you’ve discovered the most efficient webinar promotion techniques. Focus on them and test which appear to be the most efficient for you.