Webinars help to find potential clients, increase brand awareness and generate leads. But to get good results, webinars require thorough planning and active promotion. This article offers a list of 35 webinar promotion tools to help you advertise webinars and gather as many registrations as possible.
One of the most effective ways of webinar promotion is an email campaign. People that have left you their emails have interacted with you at least once: they might have attended previous webinars, subscribed to blogs, or downloaded materials.
So they are sure to be more willing to register for webinars than those who do not know you.
It is a bad idea to buy subscribers’ databases. An email campaign is targeting people that have never subscribed to your service results in spam and no real growth.
Be sure to add information about your webinar to your email signature. It could contain webinar name, link to the registration page, or some appealing offer.
This way, you will inform people about your webinar in a non-intrusive manner.
Arrange a separate landing page where people would be able to read a webinar announcement and register for the event.
At this webpage, place the primary information about the upcoming event: presenters, questions to be discussed, useful information that attendees will learn, etc. Be sure to include other offers as well.
Add the presenter’s photo to this page, along with a video invitation or other visual elements. They will help draw the attention of users and increase the effectiveness of the page.
A registration form is worth a separate chapter, as it can also significantly increase the number of registrations. If a user needs to fill out many obligatory fields, they are very likely to close the page and give up on the registration.
Make your registration form look minimalistic: just a name and email. If you prefer to have more fields, let them be non-obligatory.
Moreover, you can always collect additional information about the users during the webinar via chats and polls.
Add information about webinars to your site. If webinars are recurrent, devote a special block to them. Thus, regular visitors will be able to find the latest information about the events quickly and easily.
A pop-up is a controversial but effective way of webinar promotion tool. If you need to inform as many people as possible about your webinar, you can use pop-ups.
For it not to irritate users, show it once a session and offer a possibility to close it.
A tooltip appears at the top or the bottom of the screen when a user scrolls some website page. It draws attention and consequently informs the largest number of website visitors about webinars.
Do not overload tooltips with information: indicate the webinar name and add a call to action. Be sure to offer a possibility to close the tooltip.
NB: Pop-up elements help inform all website visitors about the webinar, not only the people visiting the homepage or blog. They are capable of making people leave the website. This is why you are recommended to use one pop-up element per visit. It’s better not to show it within initial seconds after a person comes to your website.
Here, two variants are possible: writing a blog post devoted to the webinar topic and inviting everyone to the event at the end of it, or writing a post about the webinar itself. In the case of option 1, the effect will be more pronounced.
Interview with speaker
Ask the presenter several questions and publish their answers on the blog. Interviews can generate more views and shares than a simple post.
Use any social networks where you maintain groups or personal pages. Do not limit them to Facebook or Twitter only.
In case you have a LinkedIn account or one in other social networks, use them too. Social media has proven to be a useful tool for webinar promotion.
Place information about the webinar on your personal page and the business page.
1. Event page creation
In addition to this, Facebook allows for creating a dedicated event page. To do so, locate “Events” in the left menu column and click on it. Press “Create Event.”
Select the event type (public or private) and indicate the primary information about the webinar. After this is done, start inviting friends to the page.
2. Event page promotion
Users that indicate their interest in the event will receive a notification from Facebook on the date of the event. This will ensure that visitors not only register for the webinar but actually visit it.
In addition to that, you can always remind your subscribers of the upcoming event via post updates, videos, photos, etc. Just make sure to keep all the info relevant and avoid spam.
If you’ve got a company page (and you should), list all the upcoming events there, right at the top. This is how you make sure your loyal subscribers don’t miss the event, and the random visitors find out about it in the first place as well.
Do not forget to use retargeting to lure those who’ve bounced off your event page. Such ads are highly effective since people are already familiar with the webinar – they need one last push.
If you have co-hosts, ask them to cross-promote the event. Even if your co-hosts do not have a big following, their subscribers may. And for beginner webinar creators, every little bit helps.
Facebook has got some amazing advertising tools that allow you to narrow down your potential audience based on a variety of factors. However, it’s essential to be careful here and does thorough research beforehand.
Periscope is a social network founded in 2015. Nevertheless, it has already gained 10 million users. If you broadcast over Periscope, don’t forget to tell your listeners about the upcoming webinar.
LinkedIn is a social network intended for business communication and finding useful contacts. If you have a LinkedIn account, create a post about your webinar and share it with your contacts.
Join a LinkedIn group relevant to your webinar topic and share your content there. If there is no group like that, don’t hesitate to create your own.
It’s also a good idea to write an article for a LinkedIn blog with a link to your webinar. Do not hesitate to use video excerpts and feedback from previous events: the more evidence you provide, the better reception you will get.
Consider investing in sponsored posts and InMail. LinkedIn paid to advertise is great since it allows you to target people according to their industry and career.
While you can do it on Facebook as well, not everybody mentions their job title there. Therefore, you have a higher chance of reaching the right people on LinkedIn.
Twitter is a social network where posts (tweets) that people publish cannot exceed 280 signs. Major event information can hardly be cut into such a small text. So, write only about the main things, and shorten the link. For your tweet to stand out from other messages, add a picture and hashtags to it.
Speaking about hashtag while they are important for all social networks, they are absolutely crucial for webinar promotion on Twitter. Make sure you and everybody promoting your event, use them in every post.
Keep a hashtag short, fun and relevant. It will not only attract more people to your webinar but will also encourage them to use the hashtag in their re-tweets.
Because Twitter posts are so short, you really need to focus on delivering the most important info in just a few lines. A user scrolling through their feed must immediately understand what your webinar is all about when it takes place, and who the presenters will be.
It’s best, of course, if you can also link others to a landing page where they can find more details about the event.
Instagram is a social network for publishing photos and video. If you are an Instagram user, tell your subscribers about the webinar.
Since Instagram content is highly visual, you really need to focus on making your photos look as professional and authentic as you can. The latter is especially important since people are often averse to companies using stock images.
If you don’t have money for an expensive camera, you may focus on Instagram Stories and sharing your excitement through short videos.
It’s a good idea to encourage other members of your webinar team to do the same since this humanizes your brand and makes it look more trustworthy.
Just like with Twitter, it’s crucial to ensure your entire account, along with the registration and payment pages, is mobile friendly. Otherwise, you will miss out on a lot of potential webinar participants.
YouTube is a great webinar promotion tool that can help you get subscribers continuously throughout the year.
First of all, you can shoot a short video invitation to the webinar and upload it to the platform. This video can be further added to the registration page and social networks.
You may also pay creators with similar content to promote your event. If you’ve got some following yourself, it’s a good idea to strike a cross-marketing agreement.
However, even if you do not have a big number of subscribers, you can still offer some non-monetary value such as an expert interview in return for their promotion.
Ask creators to review your content and share their experience. The more personal their ad will be, the more people will trust your webinar to be worth viewing.
It’s best to use YouTube all year round to grow your audience. Create short videos relevant to your niche once or twice a week. These will position you as an expert and entice people into participating in your webinars to learn more.
Add short video teasers before the webinar to build excitement and remind people of the event. Use key moments from previous webinars to give a taste of what’s to come.
YouTube is wonderful since it allows you to harness the most effective type of content for today – video. It works beautifully in conjunction with webinars since they represent video content as well.
A press release is a message for mass media about the upcoming event.
Tell about your webinar in the form of a press release and publish it on special platforms like pr.com, preen.com, prnewswire.com. Your press release can get online portals interested and accrue wide media coverage.
The essence of this method is as follows: you compose an article on the webinar topic and add a link to a webinar landing page; after that, you arrange to publish it on a third-party platform. For such an article to be published for free, it shall be quality and useful one indeed.
Slide Share is a platform for publishing keynotes. This website’s monthly attendance is high (over 60 million users); this is why it can be used for webinar promotion. Just prepare a webinar announcement in the form of a keynote and add it to Slide Share.
Some webinar service providers have pages where they feature the upcoming webinars on their platform. Learn whether your webinar service provider has a feature like that and inquire how you can place information about your webinar on one of those pages.
Every sphere has got Internet communities where thematic articles and other information can be published. For marketers, an example of such a resource could be marketingprofs.com, while travellers prefer lonelyplanet.com, and so on.
How can these platforms be used for promoting webinars? You could publish a post related to the webinar topic and suggest a link to more detailed materials from your blog at the end of the post.
Event Scheduling Websites
There exist platforms where you could place an announcement of your webinar free of charge. After registration at such websites, you create a special page devoted to your event.
Users register for the webinar on the platform and do not go to other websites. This is extremely helpful for those not having their own websites or possibilities to create separate target pages for webinars.
Eventbrite is a popular service that allows you to sell tickets online for your paid event. Eventbrite is also suit for promoting free webinars.
The platform promises to promote your webinar via numerous social sharing tools as well as deliver sales reports in real-time. You can even schedule a chat with the company expert to learn more about event scheduling and promotion.
Eventzilla allows you to create a beautiful registration page for your event that you can embed almost anywhere: Facebook, your blog, website, etc. The platform can help you make an entire website or app dedicated just to your webinar.
With Eventzilla, your potential participants have a variety of payment options at their disposal: credit/debit cards, bank transfer, invoice, etc. This is highly important if you plan on having a diverse pool of attendees since payment preferences differ from country to country.
The platform is highly customizable and tailored to the needs of every individual organizer. This manifests itself in the way the company handles integrations: even if Eventzilla does not work with your favorite webinar service, you may still use their API to do the custom integration.
It is worth using not only services and advertising for webinar promotion. People, e.g. your partners, colleagues and subscribers, could bring you good results too.
If you have invited a professional as a guest to your webinar, kindly ask the person to help you in promoting the event.
Ask your colleagues to share the webinar announcement on social networks. Their friends might get interested in your event.
Client support managers
In case your company offers phone or online support, ask its managers to invite loyal clients to your webinars.
Ask your partners to recommend your webinar in their mailing campaign and social networks. In return, publish information about partners at the registration page and tell about them during your webinar.
Every professional community has got opinion leaders, i.e. people with the largest number of subscribers able to influence the audience’s opinion. Find opinion leaders in your sphere and reach an agreement with them on promoting your webinar.
Registration for repost
Make it so that a person cannot register for your webinar unless they tell about it on their social media.
Registration for repost will allow you to receive more shares and broader exposure. Do not forget that there will be people who will not register for the webinar because of this.
Connect with journalists of specialized mass media (national mass media can hardly be interested in a webinar, especially if it has got nothing extraordinary about it). Many of such mass media have online versions where they can publish information about your webinar.
If you have got no subscribers’ database, large partners and activity in social networks, paid promotion services may become your choice.
Google AdWords is a contextual advertising system by Google. AdWords offers customized advertising in search and context media network.
Video advertisement on YouTube
Though ads on YouTube are adjusted via Google AdWords, they have their own specifics and deserve a particular paragraph.
Video ads are shown to users when they watch YouTube videos. Unlike context ads, here you will have to play not for clicks, but for ads demonstrations. You can target your video ads to an audience with specific interests and demographic characteristics.
Advertisement on Facebook belongs to targeted ads. It is shown in news feeds and in the block to the right from the newsfeed.
Advertisement networks like AdWords and Facebook offer remarketing customization. Remarketing campaign is ads for the users that visited the event’s website, yet have not registered for the event.
Remarketing is a useful tool, which allows bringing users back to the event. Moreover, the per-click price is lower than that of context ads.
Ads on Twitter
Place your ads on Twitter and assess their effectiveness. It might be so that for your topic, it could become more effective than Facebook ads.
Ads on Instagram
Instagram offers ads as pictures and stories. Announcements are shown in the news feed with the Ads sign.
Using at least half of the suggested promotional tools will help you enlarge the audience of your webinars.
Sure, not all tools offer the same level of effectiveness. Some of them bring you most registrations, while others could contribute one or two only. So, try different ways, meter their effectiveness, and select those that suit you most.
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