Many companies spend weeks creating a webinar, only to end up presenting it to practically no-one. The lack of attendees isn’t necessarily to do with the quality of the webinar. Sometimes the event just hasn’t been marketed properly. Read on for some pointers on how to market webinars more effectively.
1. Create a dedicated page on the company website. Build a page where all upcoming webinars can be listed. For each webinar, include details such as price, the names of the presenters and the topics that will be covered.
2. Blog about each upcoming webinar. A company blog is a wonderful tool for promoting anything and everything. Whenever there’s a webinar coming up, write a blog post about the topic it’ll be addressing. The post should mainly consist of tips related to the topic, briefly mentioning the webinar at the beginning and the end.
3. Spread the word on social media. As the tech-savvy will be comfortable with the idea of web conferencing, it makes sense to market webinars on social networks, the natural habitat of these people.
4. Submit guest items to a magazine’s news section. There’s no need to pay for advertising space in the press. Ask niche magazines for a regular spot in their news section to tell readers about upcoming webinars.
5. Use the same blurb everywhere. The most effective marketing strategies are the most consistent. For each webinar, make sure the various promotional blurbs to be published on social media sites, on the company site, on the blog, in magazines and so on, have the same wording.
6. Play on people’s fears. Make sure the blurb identifies a problem specific to the target market and then explains how the webinar will suggest actionable solutions for that very problem.
7. Set up cross-promotion agreements with similar companies. Offer to promote other organizations’ products in exchange for them promoting the webinars.
8. Show off past webinars. To let leads see and hear for themselves that the webinars are worth attending, post recorded clips from past sessions on the company website.
9. Introduce discounts for first-time attendees. People who are persuaded to try something once will often become repeat customers if they like it. Give leads a discount off their first webinar.
10. Offer incentives. Give something away to each person who books a place at the webinar. The free product could be an e-book the company has published, a short e-course or a unit of branded merchandise such as a pen or a mug.
Each one of these marketing methods is free, or at least won’t cost the business much. Play around with them to find out what best suits the company and what leads are most likely to respond to. Once a winning marketing strategy has been found, the company’s webinars will never be the same again.
How do you promote your webinars?