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

Less Work, Better Results: Use Marketing Automation to Your Advantage

Using Marketing Automation to Your Advantage    After broadcasting a webinar and recording it, promoting it and encouraging people to watch the recording becomes the next steps for...

The Power of Webinar Tactics for Lead Qualification

The Power of Webinar Tactics for Lead Qualification  Webinars allow you to not only generate leads, but are also an excellent way to generate lead qualification. By utilizing...

If You Don't Try Designing a Live Webinar for On-Demand Use, You'll Hate Yourself Later

Designing a Live Webinar for On-Demand Use   In recent years webinars have grown in popularity for marketers in the B2B world with about 62 percent of all B2B marketers currently...

Don’t Stutter. Use the Webinar ROI Calculator to Show Your Success.

Don’t Stutter. Use the Webinar ROI Calculator to Show Your Success. Remember that time when your boss asked you about the success of your webinar program? If you stuttered,...

If You Struggle With Evergreen Topics, Read This

Finding Evergreen Topics Many marketers are generating leads through webinars with the lowest possible cost effort by recording your webinar and redistributing it. On average, a...

5 Tools my Sales Team Could Not Live Without

5 Tools Our Sales Team Could Not Live Without As a Sales Director, my goal is to provide tools and resources to my team in order to make them successful and more efficient.  My...

Cost of a Webinar: Is it a good investment?

Cost of a Webinar: Is it a good investment? With today's technology, there are an overwhelming number of ways a marketer can generate demand and capture new customers. Filtering...

How to Actually Measure Your Content Marketing

How to Actually Measure Your Content Marketing   Today's guest post comes from Jesse Noyes,Senior Director of Content Marketing for Kapost. Kapost is a leading provider of content...

The Cost of a Webinar Lead: Getting the Most out of Your Webinar Investment

The Cost of a Webinar Lead: Getting the Most out of Your Webinar Investment   Webinars are growing increasingly popular in the B2B marketing world. According to Content Marketing...