Webinars are a very powerful way to build a sales network of your products and services, but webinar marketing requires great planning.
There are many tactics to achieve the conversions you want on calls (if you’re selling!) And there is a lot of follow-up work to do: if someone decides to take an hour of their time to listen to your webinar, it means that is interested in your product or service.
So, when you do them, you will have to make sure you promote your products enough to reach more subscribers.
… you want many of them to be present at the call as much as possible.
We have used the following tactics to help you increase the number of recordings and if you want to follow them, you will notice that they will work for you too!
1. Set up a Facebook pixel on your site
One of the great ways to increase the number of registrations is to give back to those who have already visited your site with Facebook ads, but to do so, you will need to insert a piece of code from Facebook for each page of your site.
This is the “pixel code”, available in your Facebook Ads Manager.
As soon as you enter this code, Facebook will start tracking your visitors, so start doing it right away because you’ll need to reach this audience as soon as you launch your webinar promotion.
Once the code is set, you should also set up conversion tracking on Facebook ads, so you know how much it costs you to have a webinar subscriber from an advertisement.
2. Create your own custom URL to share
A really important thing is to understand what worked or not in the previous webinars, for example, was your post or your advertising on Facebook that generated new subscribers? Were your tweets or your mailing list?
If you know this type of information, you will be able to build a network of subscribers for your webinar, as you can focus on the activities that work great.
But to set it up you’ll first need to understand how the Google URL builder works. Through it, you can tag the webinar URL with different parameters based on where you are sharing the web address, which means that in Google Analytic you can see where your page visitors come from.
Change your banner image on social media
When someone becomes a follower on social media, they will generally see your banner image: change it to promote your webinar.
Not only that, insert a tweet and highlight it both on Twitter and on Facebook so that it can be shown to more people.
When you trace the place where your subscribers are, you will notice that you will be able to get some, but not so many, this is because people need to see details on your webinar in multiple places, in order to be convinced, so why set up a post and changing the image is important.
To create images, you can use a tool like Canva. Remember that it is not always those that are well designed to have the best conversions, in fact you can easily create images by yourself and then adapt them to your next webinar and use them in your marketing campaign for the webinar.
3. Create an interesting post on your blog about the topic of the webinar
You will not have to publish a post on the webinar, but create one that invites people to subscribe to it, providing valuable information related to the content of the webinar itself.
When you provide useful information of this kind, you can include an optin in your post that invites users to take the next step and sign up.
4. Create a popup exit intent
When someone is about to leave your site, you can show a popup that encourages them to participate in your webinar.
These pop-ups really catch the attention of users and the most important thing is to make sure you don’t show it when visitors move from one page to another on your site: show them only when they’re about to leave.
Optinmonster is a really cool tool for creating this type of popup exit intent.
5. Create an optin sidebar on your site
Kissmetrics shows an optin on the left of their content to promote their webinar. As you can see, optin sidebars like this are visible to site visitors when they read the content and make them want to learn more.
6. Change the thank you message for your subscribers
When someone signs up for your mailing list, you can promptly change the thank you message they receive to ask them if they want to participate in your webinar.
Since they have already expressed their interest in what you do by enrolling, this would be a great “next step”; here is an example of what LeadPages shows you after entering their mailing list:
7. Optimize your landing page for webinar optin
If you do not have a landing page that converts to your webinar at most, your conversion rate will not be very high.
When we start the promotion of a webinar, we create two completely different landing pages that we send to 500 people who are part of our mailing list, after which we track the conversions and, if one converts much more than the other does, we will use it as the main landing page.
In the example below, the second landing page had a 25% higher conversion rate than the first one that was created.
This is the number 1 landing page that we thought would convert much more and that we sent to the “warm audience”, or to the people who know us from both landing pages.
But we were wrong, because this second landing page converted 25% more than the shorter one.
Note: the reason why there are many more conversions on the first page in the graph below is because we had deactivated the second one which did not give enough satisfactory results.
8. Create an excellent series of email promotions
Your mailing list is one of the best ways you have to market your webinar, as you can get a large number of subscribers, but remember that sending details by email once is not enough, so you will have to design a sequence of emails that offers several opportunities to participate in the webinar, but at the same time it does not irritate the subscribers for too many advertisements.
For example, we generally promote our webinars in 8 or 10 days and this is because when the time is shorter the number of people increases.
This is our type sequence …
- Monday, week 1 – Email about the webinar and how useful it is.
- Wednesday, week 1 – Weekly newsletter where we enter the details of the webinar.
- Monday, week 2 – Well thought out e-mail aimed at providing valuable advice related to the content, with an interesting call to action to learn more about the webinar.
- Thursday, week 2 – A last reminder that the webinar takes place that day: it is sent to all the members of the mailing list except for those who registered, who will have a different email.
9. Pass your webinar multiple times
Sometimes, people don’t register to your webinar because they are not available at that specific time, so if you don’t do that many frequently, I suggest you spend the same webinar several times during the same day, so you will give the opportunity to many people to register, choosing a different time slot.
10. Find people with relevant mailing lists
When we want to pass important promotions in our marketing activities of our webinar, we often think about advertising: if you do one on Google, Facebook or other platforms, you will notice that they are quite expensive, because these platforms know the value they convey.
However, there are many people who have important subscribers on their mailing list and try to monetize it, so sending them a precise email to those subscribers could prove to be a great trick, not to mention that your friends can promote your webinar to them. list and in return you can promote them in the future.
11. Invite an influencer from your field as a guest to the webinar
The stars of a film are the ones that make you see it, so why don’t you bring a star to your webinar?
Invite a key influencer in your field who has a large audience and is relevant to what you want to promote. You won’t have to be in the webinar for as long as it lasts, just a few minutes: people like to see influencers in your webinar!
Here is an example of a recent webinar run by three businesses, Moz, Outbrain and Kissmetrics: they invited two experts with a large audience to their webinar, which certainly helped boost their recordings.
12. Brush up on your copywriter skills
When you create a landing page for your webinar, do you think about the needs of the people you are trying to attract? What are their weaknesses in relation to the subject you are dealing with? What benefits do they get from the webinar? Is it a reliable content or a useful guide?
What you promise and how you describe it will have a huge impact on the number of subscribers you’ll get.
13. Market your webinar with social media
Social media is a great way to promote your webinar, so be sure to regularly organize posts for your audience with details about it.
1) Organize sharing on your channels: you don’t have to post the same message every time. If you use Canva to create promotional images, create several that promote different aspects of your webinar.
2) Ask your friends / colleagues / employees / subscribers to share the details of the webinar. If you simplify the action of sharing, they will do it with pleasure, which exposes you to a new audience.
14. Webinar tools
Here is a list of service providers / webinar tools to use …
- Gotowebinar – A truly reliable software
- WebinarJam – A great competitor of Gotowebinar
- Leadpages / Ontrapages – 2 tools to create landing pages
To get at least 1000 subscribers to your webinar, you will need to build a path and once it is finished, evaluate the results and implement improvements.
Having 1000 subscribers is a very possible goal! Are there any other tactics to market your webinar that you would like to share?