This time we have decided to speak on webinar promotion. Because of the inexhaustible stream of information and diversity of online events, not only paid events should be advertised but the free ones, too. This post will offer the step-by-step algorithm on how to advertise webinars.
Step 1. Defining the target audience
Try to describe your potential or existing clients in as many details as possible. Descriptions like “women, 21-35, Miami, FL” say next to nothing. Think of what your audience is dealing with or the problems it encounters. Here, analytics systems like Google Analytics, your groups in social networks (in case you don’t have any, take a look at your competitor’s audience), and what is most important – communication with clients will be of great help to you. The more thoroughly you can describe your target audience with its problems and needs, the easier it will be for you to get it attracted to the webinar.
Step 2. Finding platforms your target audience visits
List the websites, forums, mobile apps, resources, blogs, social network groups your webinar’s potential participants use. Try to make this list include as many sources as possible.
Now that the list is ready to direct all your resources onto them. Well, there exist free services for webinar promotion, but in case the target audience is not there they offer you zero efficiency. Wasting resources and getting 1-2 registrations, as a result, is not what you are after. Best practice would be to direct your resources and time onto the channels with the maximum relevance.
Step 3. Deciding on budget
Different channels require different costs. E.g. promotion on YouTube or Instagram will be practically costless, but more time-consuming. Banner advertisements could bring results practically immediately, but the usual cost is far from being cheap.
When deciding on your budget, do remember a webinar is usually attended by 30% to 40% of the pre-registered users. This is why it is necessary to make the webinar attract three times as many participants as you expect to see in the webinar room on the day it is held.
Step 4. Creating banners and advertisement texts
If this is the first time you place an advertisement, it would be a great idea to spend a couple of hours on studying requirements different platforms put forward to the banners. For example, Google would not allow you using trademarks in the advertisement text. In case your webinar has got something to with medicine, cosmetics, esoteric, VK would ask you to submit documents proving your qualification. Being aware of these nuances will be helpful for you in saving both your time and your money.
Step 5. Starting webinar advertising
The main peculiarity of webinar promotion is the time limit. A good idea would be to start advertising a webinar 2-3 weeks before it is held. If you plan to hold a video conference with the participation of several speakers, promotion of such event format should better be started one month prior to the event. Usually, moderation of your advertisements takes about 1 or 2 working days.
Step 6. Analyzing, summing up
Analyze every advertisement source:
- the money it cost
- clicks and registrations it has driven
- the cost of 1 attracted person (potential client).
All data can be comfortably calculated an Excel spreadsheet.
Figures will help you get an idea of the channels most appropriate for your sphere and directions to move forth.
Totals: Channels that could be used for your webinar promotion: