Attract the Right Webinar Audience with a Compelling Invitation

The purpose of your webinar invitation is to attract the right audience to your event. It also becomes the framework for creating and delivering an engaging webinar. Whatever you promise in your invitation, you need to deliver in the webinar. So what information should go into the invitation?
 
Email Subject Line
Write something that will get someone to open and respond to your email. Choose words that pack a punch, incite curiosity and urgency to open the email. Here are some examples of good subject lines worthy of high open rates:

  • [Live Webinar] How to Extend the Life of Your Event
  • You Just Delivered a Great Webinar. Now What?
  • [Webinar] 7 Tools to Rev Up Audience Engagement

Be sure to avoid using trigger words that attract SPAM filters. SPAM trigger words change all the time, but here are a few examples to avoid (excerpted from Hubspot.com):Sample webinar invite

  • Free
  • Sign up free today
  • Discount
  • Money making
  • Opportunity
  • Performance
  • Only
  • Please read
  • Increase your sales
  • Act now!

 
Webinar Title
The title conveys in powerful, compelling language the critical information they will learn. For example, “How to use QR Codes to Capture a Growing Mobile Audience.”
 
Brief Description
Write 1 to 2 short paragraphs that offer a preview of the webinar. Write using your audience’s jargon – use language they will relate to. What challenges do they face? What are you going to teach them that will improve their lives? Why is this information a MUST HAVE? Invite and enthuse, but don’t sell.
 
Four Bulleted Messages
Summarize in 3-4 bulleted phrases what your audience will learn and take away by attending the webinar.
 
Call to Action
Tell your audience to register now! Offer them an incentive to register immediately (first 50 registrants receive….).
 
Speakers
Leverage the credentials of your speaker(s) by including a professional photo, job title, and a one-line bio. A few great sources for speakers are authors, industry analysts, and thought leaders. Make sure the speaker photos are clear and formatted the same (portrait vs. landscape). *NOTE: Include sponsors if applicable.
 
Date and Time
Display the date and include all the pertinent time zones to make it easy for people to add the event to their calendars. Be sure to include an ICS file with all of the information people need to join the meeting (including their unique “join meeting” link) in the confirmation and reminder emails you send. This makes it easy for registrants to add the webinar to their calendar so they don’t forget to attend. They can easily join the event with the click of a link in the calendar.
 
Who Should Attend?
Describe your audience so the people you want to attract will see themselves in the description.

For more on this subject see Webinar Abstract 101 – Writing an Event Description that Captures the Right Audience and other best practices for webinar planning and execution download this paper written by the AMA and ReadyTalk.

 

Why Are Webinars So Effective?

A 2013 research survey revealed that marketers are feeling more assured using content marketing to achieve their goals. Regarding webinars, more than 59% of those surveyed said they use webinars/webcasts as a content marketing tactic, and 61% rated it effective-to-very effective as the #3 choice, only behind in-person events and case studies.

Here are six reasons why webinars continue to be so effective:

  1. Everyone's time is valuable and travel is costly.
  2. You can provide information in real time, cutting across geographies and time zones.
  3. Webinars level the playing field by punching up the weight of even the smallest companies.
  4. You have a good chance of making a connection with a prospect you would not otherwise make.
  5. Webinars breathe life into existing content such as case studies, research, and whitepapers.
  6. Webinars help you begin the sales process to convert prospects into customers.

Excerpted from ReadyTalk's ebook entitled "Managing the Webinar Life Cycle from Start to Finish." You can download your copy today. 

 

Want more insight on webinar best practices? Check out:

BMA Colorado Roundtable on Webinar Best Practices

Webinars near the top of content effectiveness rankings