Webinars are one of the strongest, best value-for-money channels you can use to bring potential clients from Awareness to Conversion (see our previous blog!). However they are not only interesting to attract new leads, but also show customers, friends, colleagues and prospects that there is in-house knowledge about specific themes and is a sign of authority and thought leadership and increases customer trust.
WebinarLeads4you is opening up their ´Pandora box´ to share our experience and favorite tools and tactics to maximize webinar’s registrants and attendees. Whether you decide to have us to do it for you or you do it yourself, these techniques will only succeed if you determine concrete objectives, a niche target group and a relevant topic in advance.
a) The first step in organizing a webinar is setting the objectives: do you want to attract new sales leads or introduce a new product or service? Upsell or cross-sell your product? Want to stay top-of-mind with your current customers? A combination of the above?
It is important that you make the objectives of your webinar measurable.
Let´s suppose you want to promote a Study in International Business Management through your webinar. At the end of the webinar you might want to waive the Administration fee if applying before X date.
For example, you can aim for 100 registered students who are looking to study abroad. You capture their data and make sure to follow up with them afterwards via e-mail campaigns. You aim to get at 30 live attendees (30%) of the 100 registered participants (industry average s about 20-25%, most people watch the recording these days!).
Of those initial 30, you expect 5 students to apply with the discount code.
b) Determine your niche target group for the webinar: Have you set your goals and made them measurable? Then it is time to further determine your niche target group. The above program is aiming at fresh Highschool graduates and/ or junior online marketers with less than 3 years of work-experience.
How and where will you approach this target group? Below we describe how.
However, these tactics won’t work if we don’t define a relevant topic with the right messaging for our target audience.
c) Determine a webinar topic that is relevant to your target audience.For example, a topic could be: ‘Study International Business Management and boost your career at one of the best Universities in the Netherlands’
The example is fairly concrete, as you need to make sure it includes keywords of the program, destination, possibly the University name and a benefit. If you can’t find a specific webinar topic right away, check out www.webinrs4you.com with some examples. Then think carefully about an attractive title that appeals to the target group.
Also you can check your blog posts and analyze which blogs are driving the most clicks, views and conversions, and also think what benefits are your target audience looking for which you offer as USP (Unique Selling Proposition).
Growth tactics to promote your webinar
1. Email campaigns: The most effective tactic to attract participants to your webinar is through email campaigns.
Segment your email list into an audience for which the theme of your webinar may be relevant.
It is important that the target group knows what the webinar is about (attractive title + info), what they will learn by watching this webinar and how they can register. (Call To Action)
a) Invitation Emails: start your e-mail campaigns max. two to three weeks in advance and don’t be afraid to send reminders to this target group. For example, you can send a reminder invitation e-mail if your target group has not opened or clicked the e-mail.
This is the sequence we recommend:
Invitation E-mail 1: three weeks in advance
Invitation Email 2: two weeks in advance
Invitation Email 3: one week in advance
The invitation emails must contain an attractive title, introduction with the theme of the webinar (can be in bullet points) + CTA.
Possibly conclude with a CTA that your target group can also invite friends, colleagues, acquaintances and receive a reward for this.
Also make sure that these emails appear personal. Therefore do not make too much use of banners and images, but more of attractive copy and content.
b) Confirmation emails: Once someone has registered for the webinar, they should receive a confirmation email to make sure their seat has been confirmed.
It is therefore best to send this immediately after registration.
With most webinar software you can automatically set up a confirmation e-mail, but if this does not work, you can also set up an e-mail sequence for this in your e-mail automation software.
c) Reminder emails: You have now collected a number of registrations for your webinar. Well done!
The next step is also to see the registered people actually present at the event. Reminder emails can come in handy for this.
For this we recommend the following flow:
E-mail 1: One week before the start of the webinar
Email 2: One day before the start of the webinar
Email 3: One hour before the start of the webinar
Email 4: 5 minutes before the start of the webinar.
These emails don’t have to contain a lot of text, but just have to clearly show where and how the registrants can participate in the webinar.
2. Phantombuster Event Inviter + Linkedin Event
Another tactic that works very well for us is the Event Inviter from Phantombuster combined with a Linkedin Event with Registration Event Form.
With Phantombuster you can perform automated actions on Linkedin, Instagram, Facebook, Google,…
For example, you can compose a target group of linkedin connections and send them automated invites to participate in your linkedin event.
What do you need for this?
Linkedin account and Linkedin company page to create your event and invite your connections
Phantombuster account (also available with the free trial) to send automated invites to your Linkedin connections
Zapier account to make the link between Linkedin and your webinar software
Zoom, WebinarGeek or Livestorm account to broadcast your webinar
a) Linkedin Event
First of all, make sure you are Admin of your Linkedin page.
After that you can create a Linkedin Event at the ‘Admin tools’.
Provide an attractive title and description and add your speakers.
The most important thing here is that you add a ‘Linkedin Registration Form’ to your Linkedin Event.
Finally, add your broadcast link to your online event. It is best to add a custom tracking link to this broadcast link. This way you know how many registered people are coming in via the link in your Linkedin Event.
Once you have created the Linkedin Event, you can link the Linkedin Registration Form to your webinar software with Zapier.
Last but not least you can use the Phantombuster Event Inviter: first of all, make sure that you are present at the Linkedin Event, otherwise you will not be able to invite your 1st degree connections via Phantombuster.
First choose the Linkedin Search Export from the available Phantoms. Make a selection of the first-degree profiles that you want to invite to your Linkedin Event.
In the example below I want to invite students that follow our group. You can download this list from Linkedin (as well as any of your connections!) and invite them. Put the Linkedin Event Inviter on repeat (eg 3 times a day during working hours) and your Linkedin connections will automatically be invited to register for your Linkedin Event.
The advantage of this tactic is that your Linkedin connections only have to register for the Linkedin Event with one click on the ‘Register’ button. As soon as they register for the Linkedin Event, they are automatically pushed to your Webinar software and they receive the confirmation e-mail and reminder e-mails.
3. (Linkedin) Organic Content
To boost your Linkedin Event even more, you can also add Linkedin posts to the event and to your Linkedin page. For example provide more information about your (guest) speakers, a blog article explaining the topic or a teaser video to warm up your target audience!
Linkedin events with dynamic content often perform better!
Not only on Linkedin, but also on Facebook, Instagram, your website, your blog, you can share your organic content.
4. Linkedin & Facebook Lead Ads
Last but not least, you can also use advertising campaigns to put your webinar in the spotlight even more. It is best to do this in the beginning with A/B tests on your copy and visuals, so that you know better which copy and headlines appeal best to the target group as the webinar approaches. You can then use this copy in your emails and pop-ups!
Via the Zapier integration, you can also link your Linkedin and/or Facebook Lead Gen Form with your webinar software.
With the above tactics you use your website, social media, emails and advertising to put your webinar in the spotlight. However, remember that the above tactics will not work if the title, format and messaging of your webinar is not well thought out.
Does the theme appeal to the target group? Do you use attractive copy and/or visuals that will entice your target audience?
If you are short of time, creativity or need professional help to promote and organize your webinars then contact WebinarLeads4you for a short demo and/ or quote to get you started and secure over 100 webinar-registrations for your Study abroad Program!