Perhaps you suppose webinars ought to simply die already. Be thrown on the content material scrapheap together with 99% of infographics. I hear you. When Ryan, our Director of Buyer Success, and I first thought of internet hosting webinars, the horribly dry, technically enough pitch classes I’d attended had been contemporary in my thoughts. Some entrepreneurs would possibly consider webinars as overrated or outdated.
I feel it’s time to start out taking webinars severely.
We did, and our webinar registrations grew from 190 to just about 3200. In 2013, webinars grew to become our strongest advertising channel, surpassing our weblog, our ecourse and even our ebooks.
(PSSST! We not too long ago hosted a webinar about webinars, get the recording.)
On this put up I’m going to present you a very highly effective step-by-step method for marketing webinars utilizing 4 touchdown pages and three emails (no huge deal, proper?). After all we don’t stick with this method religiously. We’re at all times testing new concepts. As do you have to. #alwaysbetesting
Earlier than you begin arising with matters to cowl, you’ll need to get clear on what your targets are.
For us, giving our group a possibility to study and ask questions in actual time was actually thrilling. We had been additionally trying to distribute our content material in new methods.
However the true goal of our webinars from a advertising perspective was to extend curiosity in Unbounce and finally, improve income.
The 15 Steps to Killer Webinar Advertising
On this (fairly epic) put up you’ll learn to:
- Set up a Compelling & Actionable Matter
- Discover & Woo Knowledgeable Friends
- Craft Your Advertising Copy
- Construct (& Check) the “Register for the Webinar” Touchdown Web page
- By no means Miss a Publish-Conversion Alternative
- Construct (& Check) the “Providing” Touchdown Web page
- Tailor Your Social Advertising
- Safe Your Viewers with the Invite Electronic mail
- Prep Your Visitor
- Ship the “Final Probability” Electronic mail
- Host Your Webinar
- High-quality-Tune Your Webinar Recording
- Construct the “Watch the Recording” Touchdown Web page
- Ship the “Observe-Up” Electronic mail
- Convert Your “Register for the Webinar” Touchdown Web page right into a “Get The Webinar Recording” Web page
Earlier than the Occasion
1. Set up a Compelling & Actionable Matter
The easiest way to decide on a webinar subject is by gathering suggestions. Discover out what your prospects and potential prospects need to study, then ship past their expectations. Converse to these on the frontlines: your buyer assist crew, group supervisor or, higher but, your prospects.
For finest conversion outcomes, hold the subject tied to your product or providing. That method, when impressed attendees go away your webinar to hold out the recommendation they got, your answer is the primary one they’ll consider.
2. Discover & Woo Business Knowledgeable Friends
Who does your group look as much as? Who do they aspire to be like? Wooing a seasoned speaker usually includes proving you could deliver them enterprise.
Clarify the attain of the advertising you’ll be finishing up to drive individuals to the webinar. Give previous webinar registration/attendance numbers. Lure them in with the promise of your certified viewers. All the time lead with what’s in it for them.
What when you don’t have an enormous viewers or monitor report? Typically consultants who’ve made their title writing considerate content material are searching for methods to observe their talking in an expert, however extra intimate setting. When you’re actually strategic about it, providing them the prospect to make a proposal to your super-qualified and captive viewers could possibly be sufficient to sway them. Alternatively, keep in mind that not each webinar wants a visitor or speaker from exterior of your organization, the truth is, an in-house professional is usually a excellent place to start out.
3. Craft Your Advertising Copy
Take the time to rigorously craft the advertising copy to your webinar. You (and your visitor) will use this on touchdown pages, electronic mail invitations and social advertising. A couple of suggestions:
- The webinar title ought to reply the query, “What is going to I get by supplying you with an hour of my time and a spotlight?” The extra actionable the title, the higher. The most effective performing title we’ve used for an “Unwebinar” was 10 Landing Page Mistakes You’re Probably Making and How To Fix Them
- Embody a brief description adopted by 3-4 bullet factors of precisely what the attendee will study from attending
- Your visitor needs to be launched in a method that qualifies them as the most effective of their trade. Together with a photograph helps personalize them, and helps guests accustomed to them recall that they already know and belief this professional
4. Construct (& Check) Your “Register for the Webinar” Touchdown Web page
Click on picture for full dimension
Don’t use your webinar software’s touchdown web page. It doesn’t communicate to your model, in all probability doesn’t look that nice and you’ll’t optimize it by means of A/B testing.
We use an Unbounce touchdown web page to gather registrant data and join it by way of Zapier to ship their data to the GoToWebinar platform, which we use to host our webinars.
We’ve been A/B testing the identical primary touchdown web page design for each webinar we’ve held. Our registration pages now convert at 60-70%, that’s a 150% improve in conversions over the usual GoToWebinar web page!
Use the 5 elements of a high-converting landing page:
- Distinctive Promoting Proposition – Your actionable webinar title
- Hero Shot – Your professional visitor and bio
- Advantages – What is going to individuals study from the webinar
- Social Proof – Testimonials in regards to the visitor or your earlier webinars
- Name-to-Motion – Your registration type and button
PRO-TIP
Asking individuals to take part prematurely (by submitting questions, for instance) is an effective way to assist construct out the webinar content material and get additional “buy-in” from registrants.
For our Science of Landing Pages webinar (above) we requested registrants to submit a touchdown web page for a dwell critique, obtained 500 touchdown web page submissions and noticed our highest attendance fee but.
5. By no means Miss a Publish-Conversion Alternative
Affirmation pages (aka “Thank-you” pages) are a severely undervalued advertising alternative. The individuals who attain your affirmation pages are tremendous certified and keen to interact together with your content material.
After the conversion, after they’re nonetheless sizzling for you, provide extra.
By together with a type to subscribe to the Unbounce Weblog on our webinar registration affirmation web page we grew our subscriber listing by 60% in simply 2 webinars.
KISSmetrics turned webinars into their #1 acquisition channel utilizing the same post-conversion tactic.
Publish-conversion technique is a gorgeous factor. Sing it, Oli.
6. Construct (& Check) Your “Providing” Touchdown Web page
Utilizing the identical 5 parts you used above to your “register for the webinar” touchdown web page, construct one other touchdown web page, however this time, moderately than selling a webinar, you’re selling what you are promoting.
New enterprise is in spite of everything what we’re all searching for. This web page will likely be used strategically all through your webinar marketing campaign.
PRO-TIP
For the most effective customer expertise doable, reinforce why guests have landed there, the place they got here from and that they’re in the appropriate place.
Within the case of the instance above, this “providing” click-through touchdown web page was for a webinar about electronic mail advertising. We used “electronic mail advertising” copy in each the headline and sub-heading to make sure a robust message match between site visitors supply – our webinar advertising – and touchdown web page.
- Main Headline: The Best Approach to Construct Devoted Touchdown Pages for Electronic mail Campaigns
- Secondary Headline: Ship your electronic mail clicks to a touchdown web page that converts
7. Tailor your social advertising
Each social channel has its personal advantages and needs to be dealt with individually. Blasting each channel with the identical message in the identical method out of your fancy social publishing software received’t lower it.
- Use a hashtag on Twitter earlier than, throughout and after the webinar (ours is #unwebinar) to interact with the group and collect some nice testimonials for future webinar advertising.
- Create a Google+ occasion – the notification will get pushed to each one among your followers – and put up in any related G+ communities you’re related to. You may also benefit from the enormous cowl photograph house by importing a promotional banner linked to the registration touchdown web page.
- Encourage your LinkedIn connections to unfold the love in regards to the webinar 1-2 weeks previous to the occasion and discover a non-spammy strategy to put up about it in related advertising teams.
- After which there’s Fb. Two weeks previous to the occasion, strive importing a brand new cowl photograph selling the webinar. After which per week or so earlier than the occasion, you possibly can put up a thought-provoking quote from the professional visitor – linked to the registration web page, after all.
8. Safe Your Webinar with “The Invite” Electronic mail
Electronic mail is the one best strategy to drive curiosity in your webinar. 70% of all our webinar registrations come by way of our invitation emails. Your webinar invite electronic mail may have 3 factors at which a conversion is made:
- The topic line must be concise and attention-grabbing sufficient to have somebody open the e-mail, however nonetheless describe what the webinar is about. We check our electronic mail topic traces on nearly each electronic mail we ship. You need to too.
- The physique copy needs to be concise and ship the advantages of attending the webinar. We discover that utilizing humor is an effective way to carry somebody’s consideration, however the tone you employ will rely on what you are promoting.
- The Name-to-Motion (CTA) linking to your registration touchdown web page needs to be straightforward to see and front-and-center. The textual content ought to describe what they’ll get after they click on the button – we frequently use “save my seat.”
PRO TIPS
- In each webinar electronic mail we embody the next textual content: “Can’t attend the webinar? Register anyway and we’ll ship you the recording.” We embody this in a few of our social sharing as properly. Positive, it might harm attendance since individuals received’t fear about lacking it when the day comes, however registration (lead gen) improves dramatically, and nobody seems like they’re lacking out simply due to their busy schedule.
- Use a “PS” in your electronic mail. Hyperlinks included right here are sometimes probably the most clicked of any hyperlink. We use the “PS” to hyperlink to our “providing” touchdown web page, which provides guests extra details about our product.
9. Prep Your Visitor
- Set Expectations. Your visitor is likely to be accustomed to being on webinars, however everybody runs theirs just a little in a different way. Be clear on the webinar schedule. Ours usually run like this:30 min earlier than begin time: Host and visitor begin testing audio ranges and software program
Begin time to five min: Welcomes, housekeeping and intros
35 min to 45 min: Visitor takes over for presentation
Remaining 10 to twenty min: Questions from attendees and wrap-up - Assist with the Slides. Put together slide templates to your visitor of their most well-liked format (Keynote or PowerPoint, for instance). As soon as they’re achieved including their content material, provide (or higher but, request) to go over them. This provides you an opportunity to supply suggestions and clear up any little errors you see.
- Have a Costume Rehearsal. What number of instances have you ever had a Skype video chat go fallacious? Now think about including display screen sharing software program, broadcasting capabilities, and a slide presentation. Add a second presenter with their very own assumptions, script, information of software program (or lack thereof) and agenda. Mitigate the inevitable technical hiccups by doing a dry-run per week earlier than the webinar date. Use the identical software program and {hardware} you propose to make use of. It additionally actually helps to get a 3rd individual to hitch the dry run as an attendee to verify they don’t have any audio or video troubles.
10. Ship the “Final Probability” Electronic mail
Don’t underestimate the facility of urgency. About a 3rd of all our webinar registrants join from the e-mail we ship the day earlier than the webinar. It’s necessary to section your listing rigorously so that you aren’t spamming anybody (kittens die in spite of everything).
We solely ship the “final likelihood” electronic mail to those that by no means opened the invite electronic mail. Make it clear that this actually is their final likelihood to study all of the wonderful stuff you’ll be instructing them.
The Occasion
11. Host Your Webinar
Collect your dream crew. Your setup will likely be partially decided by what webinar software program you’re utilizing, however we now have a minimum of 5 individuals concerned throughout a webinar.
You’ll be able to merge the final 3 roles under in your early webinar days like we did (ahem moi), however be prepared to interrupt them out when your variety of attendees picks up.
Webinar Dream Group:
- The Host is concentrated on participating the viewers and visitor, interjecting at opportune moments to ask considerate questions and hold momentum up from begin to end.
- The Business Knowledgeable Visitor is presenting their coronary heart out.
- The Sidekick (generally furiously) solutions attendee questions that are available by way of the chat field and gathers good questions for the presenter to ask.
- The Neighborhood Supervisor displays the webinar hashtag on Twitter and fields questions from attendees. They’re additionally an amazing individual to collect up any URLs talked about through the webinar for sharing instantly and within the follow-up electronic mail.
- The Supervisor retains a fowl’s eye view, maintaining a tally of viewers attentiveness (a real-time meter in GoToWebinar which may give tons of perception into what’s working and what’s not), an eye fixed on Twitter and the GTW query field in case any purple flags are raised, and an ear on the audio high quality and tempo. If something appears amiss, The Supervisor finds a strategy to repair it and/or passes data alongside to the presenters or sidekick.
We’ve additionally discovered it helpful to make use of GoToWebinar’s survey characteristic when attendees go away the webinar to collect suggestions by asking in the event that they discovered it useful, and to see which matters entice probably the most certified leads.
PRO-TIPS
- Be sure you press the “report webinar” button. You received’t make that mistake twice. We regularly have greater than 1 individual report the webinar from separate areas.
- Supply one thing extra to do after the webinar is over. That is one thing we picked up from our buddy Nemo at KISSmetrics. On the very begin of our webinars we let attendees know that for anybody who’s , we’ll offer a demo of Unbounce after the webinar is over. On common about 40% of attendees stick round and proceed to ask questions. Sensible. Don’t neglect to hyperlink to your “providing” touchdown web page!
Interested in what webinar tools to get? Ryan talks about what equipment Unbounce uses for Screencasts and Webinars.
After the Occasion
12. High-quality-Tune Your Webinar Recording
The recording of your webinar is likely one of the most necessary items of webinar advertising. Don’t neglect, you’ve promised the recording to everybody who registered and there’s little doubt that you simply’ll be requested a handful of instances earlier than, throughout and after the webinar once you’ll be sending the recording (by no means fails).
If any evident errors had been made through the webinar, now’s your likelihood to edit these blemishes out, or you possibly can add particular results, splash pages, or CTAs into your video. Once you’re proud of the video, add it to your video participant of selection (YouTube, Vimeo, Wistia, and so forth.).
13. Construct the “Watch the Recording” Touchdown Web page
Regardless that the recording could also be hosted by YouTube or Vimeo it’s necessary to create a touchdown web page with the recording on it. On this web page embody the title and outline of the webinar, a pleasant giant embed of the video, and a CTA linking to your “providing” touchdown web page.
This “webinar recording” touchdown web page is the place you’ll ship webinar registrants and attendees in your webinar follow-up electronic mail.
(Stick with me, lead gen magic coming quickly…)
14. Ship the “Observe-Up” Electronic mail
If there’s one factor we find out about webinars, it’s that folks need the recording. So give them what they need by way of electronic mail. And be fast about it!
Transfer your listing of registrants and attendees from GoToWebinar (or no matter webinar software you’re utilizing) to your favourite electronic mail advertising software. There’s quite a few methods you would possibly need to section your listing so you possibly can ship them related electronic mail. For example, “attended” vs. “didn’t attend”, “requested a query”, “raised their hand once you requested in the event that they needed a product demo”… you get the concept.
Although we’ve tried some ways to slice and cube, we section our listing just by “lead” vs. “buyer”. This enables us so as to add a call-to-action to our “providing” touchdown web page in our follow-up electronic mail to leads, however to not prospects.
In your follow-up electronic mail you’ll embody:
- A fast recap – How the webinar went and what was lined
- The webinar recording – This hyperlinks to the “webinar recording” touchdown web page you created above
- The webinar slides – You’d be stunned what number of instances we’ve been requested for these
- Assets talked about through the webinar – Gathered by your group supervisor
- A request for suggestions in regards to the webinar – Begin a dialog!
- A promotional provide out of your visitor (if any)
- A CTA linking to your “providing” touchdown web page (if leads)
PRO-TIP
Electronic mail your visitor too. Share the recording hyperlink with them. Ask them the way it went. Bathe them with compliments – they deserve it.
15. Convert Your “Register for the Webinar” right into a “Get The Webinar Recording” Touchdown Web page
Now’s the time to repurpose your webinar registration web page as a touchdown web page the place individuals can signal as much as watch the recording.
In your touchdown web page software, duplicate the “register for the webinar” web page and on the brand new variant change the copy to mirror the brand new purpose, your new call-to-action: “Get the webinar recording.” Ship those that full the shape to the “webinar recording” touchdown web page you constructed (in step 13).
By utilizing the identical URL to your “Get the webinar recording” lead gen touchdown web page as your preliminary registration web page, all of the promotion you probably did previous to the webinar will now hyperlink to your new “get the recording’ lead gen web page.
PRO-TIP
Hyperlink to your “Get the Webinar Recording” lead gen touchdown web page out of your web site’s assets library to maintain your webinar alive ceaselessly.
Outcomes
Will we gauge the success of our webinars by the variety of new prospects every webinar drives? After all we do. However to look solely at that metric can be short-sighted.
We try to make every Unwebinar an academic, entertaining expertise for our viewers and one thing that helps strengthen Unbounce’s place because the touchdown web page chief. Right here’s how we all know our webinars are working:
- Attendance – Our month-to-month Unwebinars obtain a mean of 2,400 registrants and 550 attendees.
- Attendee Satisfaction – We’ve been capable of collect quite a few quotes from Twitter that we will use as social proof. Of the attendees surveyed in our final Unwebinar, 80% mentioned the occasion was the spotlight of their day.
- Survey Outcomes – By means of GoToWebinar’s surveys, we’ve discovered that 41% of our webinar attendees are certified leads.
- New Clients – With out giving freely the farm, let’s simply say webinars have been the #1 advertising channel for brand new prospects this 12 months. They’re an enormous deal!
Hopefully, when you’ve made it this far, you’ve been given quite a lot of concepts to your subsequent webinar. Any methods you’ve tried that I missed? I’d love to listen to about what’s labored (or not) for you within the feedback.