The type of webinar you’re hosting and the audience you’re trying to attract will determine your messaging, branding and the channels through which you market it. Regardless of the content and format, you’ll need some essential core assets to attract registrations.
The key to marketing a webinar is consistency. Here is a breakdown of the basic assets you can use to market your webinar as well as a timeframe around when to use them in the lead-up to your event.
1. Landing Page
Your landing page is the first asset you should complete because it will form the basis of your messaging, branding and call to action of your other assets. The information on your landing page can be rewritten to suit your other assets.
Your landing page is one of the most important assets because, more often than not, it will be the last touch point that people will interact with before they register for your event as it will usually include your registration form.
Your landing page should outline the title, time, topic, presenters, and include the cost if it’s a paid event, or ‘free’ if it’s not. The aim is to get people to fill out the registration form to attend your webinar or other virtual event.
It’s a good idea to include a short introduction of 2 to 3 sentences where you attract your readers’ attention by asking a ‘big question’, highlighting relevant statistics or proposing a challenge.
Provide a succinct overview of your webinar in 3 to 4 bullet points.
You should also include your presenters’ bios, along with a photo of your presenters. Ensure you keep bios to a few paragraphs and if you need to, link to their LinkedIn accounts.
Include a clear call to action and a short registration form to capture attendees’ name, email address and other relevant details. Do this on the same page to avoid losing the interest of prospective attendees by making them click again; the less friction, the better. You should also include contact details in case anyone has any questions.
Aim to have your landing page live at least 4 weeks before your event.
2. Invitation to Attend
These days, it’s imperative that you make your email invitation personal, so include the recipient’s first name if you have it.
Your invitation should outline the title, time, topic, presenters, cost of your event, a brief description, and a link to register that takes people to your landing page.
Send your invitation emails no more than two weeks before the event. Experiment with creating a sense of urgency by sending your invitation closer to the date — we usually recommend a week to 10 days before your webinar.
Remember, the aim of your invitation email is to get your audience to click through to your landing page and register. Keep it simple and to the point — people shouldn’t have to scroll down to get all the information they need — and include a clear call to action.
Make it clear what people will take away from your webinar and only include information that will entice — more details can be included on your registration page. You can also provide more detail about your presenters by linking to their LinkedIn page.
Make sure you include contact details in case anyone has any questions.
3. Last Chance Email
We all forget to do things we meant to do, especially in the middle of a busy working day. Last chance emails are a great way of touching base with people who are actually interested in your webinar, but haven’t had a chance to complete the registration form — and take it from us, they work.
If your email marketing platform allows, remove anyone who has already registered for your event from this list. This is just for the stragglers who need a quick nudge to register.
Include the same information as your invitation email — although a different call to action wouldn’t hurt. We recommend using a text based email to mix it up a bit.
You might also want to include a quote from one of your speakers, or even ask them to record a short video snippet to help encourage registration.
You should send your last chance email around two days before your event.
Don’t forget to add your contact details for any questions.
4. Confirmation Email
Your confirmation email is sent out to someone when they register for your event, so keep it short and sweet.
It should include an event link, instructions for how to join the webinar, an ‘add to calendar’ function and contact details for any questions.
If possible, your confirmation email should be sent automatically as soon as someone registers for your event. You definitely don’t want your registrants to have to contact you for the vital information.
Consider asking your registrants a short question about what they would like covered in the webinar, or ask them to submit a question for your presenters to answer. This will help you better target your content to your audience’s interests, and provide information to your speakers that they can use to tailor their content accordingly.
If you have time, test to see if different email subject lines, images, descriptions, calls to action or send times improve your open and registration rates.
5. Event Reminder
People are busy, so there’s no harm in reminding them to attend your event; in fact, they’ll probably appreciate it.
Your event reminder should include the link to your event and joining instructions. These emails usually have the highest open rate of all, which means you should consider adding any additional important information.
At the earliest, send your event reminder a day before your event, but you can leave it up until around 4 hours before kick off, depending on what time it starts.
6. Registration Data
Your webinar platform should capture your secure list of attendees, and coordinate with your ecommerce platform if you’re running a paid event.
You can use that data for lead-generation in your marketing automation program with permission. Once you have attendee data — such as how long each person attended, and whether they asked a question, answered a poll or completed a survey — you’ll be able to factor it into your lead-scoring calculations.
Data from your webinar platform — including webinar completion and quiz results for individual attendees — can also be used in any webinars you might be running that contribute accreditation points to a Continuing Professional Development program, for example.
While marketing your webinar effectively will be a key determinant when it comes to your success, it doesn’t have to be a costly, complex operation. By spending just a little time to get these key assets right, you’ll be well on your way to attracting the quality audience you want.