ReadyTalk

Meet with Confidence

Applying the Science of Waves to Webinar Promotion

Posted by Simone Nabers on
Share this Post:

This summer, we held a webinar with Sarah Skerik (@sarahskerik), VP of Content Marketing at PR Newswire, and our very own PR & Marcomm Manager, Bo Bandy (@bo_knows_ ) on maximizing the impact of your lead gen webinars. Typically, “impact” is about the effect of something that has already occurred– as in “What impact did that webinar have on my prospects?”

While it’s important for your webinar to have an impact, the need for impact really starts with promotional activities that are impactful. Small ripples don’t garner a lot of attention or create much impact. So how do you create a promotional wave? Well, let’s take a quick look at science and see if we can’t apply it to our promotional schedule (just go with it).

Webinar Promotion: Turning ripples into waves

How is a wave formed? Wind is responsible for creating waves. It runs along the surface of water and causes friction, which forms ripples. The stronger the wind the bigger the ripples. Ripples become faster and larger and create waves. Waves are strong. Waves leave lasting impressions  - just ask a surfer or someone who’s lived through a tsunami. Three additional factors to how strong a wave will be are:

  • Wind speed: the faster the wind is traveling the larger the wave will be.
  • Time (duration, timing) of wind: the wave gets larger the longer the wind strikes it.
  • Distance of the wind: the farther the wind travels against the wave (also called the fetch), the bigger it will be.

Now, let’s apply wave science to webinars.

If you take the concept of applying one force to another force, it begins to create friction - stickiness if you will. Take two promotional mediums –  email and video. Separately, they work and create small ripples. But think of the possibilities of stacking one on top of the other, applying more friction by embedding a video or webinar recording in an email., and how that could capture someone’s attention.

We can’t forget about the other three factors that determine the strength of that wave – speed (we’ll relate this to frequency), time (timing or duration) and distance (consistent, sustained energy).

Speed/Frequency: The more frequently your message is placed in front of your targeted audience, the more it begins to resonate. This is not to say you ought to bombard your list with 37 emails leading up to your webinar, but consistent, relevant messaging resonates. The closer you get to your live event, increase the frequency of your messaging.

Timing: Timing is everything, especially when it comes to promotion via social media. The better you time posts the much larger the potential audience is. You must be mindful of when you’re sending out your message to capture your best audience. Think about the time span leading up to your event and timing in between each posts so you’re creating more friction. Remember, the longer the wind strikes the wave, the larger it becomes.

Distance: We’re relating distance to consistent, sustained energy. Consistency is important in building a repeatable and successful promotion process as well as in the details of the messaging itself. Don’t confuse your audience. Whether it’s email, the event abstract, a social post, a website banner – tell them what you’re going to solve an then DO THAT in your webinar. Consistency builds strength. Strength in your promotions, strength in your events, strength in your relationships with prospects.  Consistency builds a bigger wave.

Just look at some of those that do it best (HubSpot, MarketingProfs, Marketo). You hear from them on a regular basis (speed). You keep listening because the messages are delivered at the right time. You get hooked because the communication is frequent and relevant (distance). By the time a prospects moves through a single campaign, the ripples have turned into waves leave a lasting impression on those in its path.

 


Comments for Applying the Science of Waves to Webinar Promotion

blog comments powered by Disqus

Recent Posts

It's All About Velocity (part II)

As you read in yesterday's post on funnel velocity, you first need to identify all of the breakpoints in your lead process before you can start tweaking them. Let’s take a look at...

It's All About Velocity (part I)

This is the first post in a 3-part series about funnel velocity. These days’ marketers are really good about measuring a lot of things. Most marketers could tell you their CPA...

Not more content, better content

Not more content, better content A recap of Ann Handley’s Everybody Writes webinar presented on 11/13   ReadyTalk, Marketo, and several other sponsors were fortunate enough to host...

15 ways to know it’s time to break up (with your conferencing provider)

The road to a fulfilling, enduring conferencing partnership is almost always littered with a few attempts that turned out to be bad technology experiences, poor customer support...

Volunteers in Action: ReadyTalk helps out with Clothes to Kids

ReadyTalk recently had a chance to make our third visit to an awesome organization called Clothes to Kids! We brought along 10 volunteers to help kids and parents shop for clothes...

Debunking Webinar Myth #8: People never attend webinars

Debunking Webinar Myth #8: People never attend webinars Again, when it comes to webinars, it’s important that you manage your expectations. While you might have a lot of...

Debunking Webinar Myth #7: Webinar promotion is expensive

Debunking Webinar Myth #7: Webinar promotion is expensive. This is one of those myths that perplexed us the most. We live in a world dominated by the Internet. Marketers can...

Everybody writes – why you should care about content marketing

Everybody writes – why you should care about content marketing At the end of each year, I like to look back and see if the predictions the experts forecasted for the “hottest...

Debunking Webinar Myth #6: They’re boring and not interactive

Debunking Webinar Myth #6: They’re boring and not interactive. Every form of entertainment has a few bad apples, but that doesn’t mean that every production is terrible. If you’ve...