webinar marketing - Webinar platform Hubilo Webinar+ www.hubilo.com

Going Further With Your Webinar Marketing Strategy

Learn proven strategies and techniques for running impactful webinars that attract and engage your audience. Maximize your webinar's potential and achieve your marketing goals with expert tips and insights.
June 14, 2023

Planning a webinar takes a lot of time and energy to manage successfully. Preparing a basic version will take around six to eight weeks, but large events can take longer. With all the work that goes into running one of these virtual gatherings. 95% of marketers use webinars as a marketing strategy. Your webinar marketing strategy is the plan you use to attract attendees and get the word out about your upcoming event. 

Focusing on this aspect of planning will increase your attendance numbers and provide guidelines that will help you stay on track with your event execution. Here is what you need to know to market your webinar successfully.

What is webinar marketing?

Webinar marketing refers to using webinars as a strategic marketing tool to engage with an audience, generate leads, and promote the company's webinar. It is the process you use to build interest in your upcoming webinar and what it has to offer your target audience. It brings in attendee registrations and helps you build your reputation. Effective webinar marketing plays a critical role for both established and new companies. When done well, it will drive conversions, generate new leads for your business, keep people's attention on your upcoming event, and get your leads warmed up and ready to engage with your business.

Why is webinar marketing important?

Webinar marketing is a versatile and effective strategy for engaging your audience, nurturing leads, driving conversions, and generating new leads. It combines the power of education, interactivity, and personalized communication to create compelling digital experiences that can deliver significant results for your business. Webinar marketing is essential for -

1. Retaining viewer attention 

Webinars have the advantage of being highly engaging and interactive, which helps to retain viewer attention. Unlike written content or static images, webinars allow participants to listen to the speaker, watch videos, and actively participate through Q&A questions or polls. This increased engagement helps to hold the audience's attention for a longer duration, increasing the chances of conveying your message effectively.

2. Warming leads quickly

Webinars are an excellent tool for lead generation and nurturing. As reported by the Content Marketing Institute, when people sign up for a webinar, they have already expressed interest in the topic, indicating a higher level of engagement. During the webinar, you can provide valuable information and insights, showcase your expertise, and address the audience's pain points. It helps to establish credibility and trust, making it easier to warm up leads and move them further down the sales funnel.

3. Bringing conversions

Webinars effectively drive conversions by allowing you to showcase your product or service more in-depth and interactively. This is where a strong content strategy becomes essential. By demonstrating the value and benefits of your offering, addressing potential objections, and providing real-time answers to questions, webinars can significantly influence the purchasing decisions of attendees. The combination of informative content, expert presentations, and a call-to-action at the end of the webinar can lead to higher conversion rates.

Read and Learn: How to Harness Webinars for a 2X Pipeline Boost

4. Generating leads

Webinars are a powerful lead-generation tool. When promoting a webinar, you typically collect registration information from participants, including their email addresses and other relevant details. It allows you to build a qualified and engaged lead list for further marketing efforts. Additionally, by offering valuable content during the webinar, you can attract new prospects who may be interested in your products or services. Webinars serve as a way to capture contact information and expand your potential customer base. Moreover, they serve as an avenue for a company to position itself in leadership within its industry.

Download Forrester Consulting and Hubilo's research about Using Engaging Webinars to Elevate the Sales Pipeline

How to Create a Killer Webinar Marketing Strategy

Developing and implementing a robust webinar marketing strategy is crucial for attracting and engaging your target audience, establishing authority, and driving sales. To create a killer webinar marketing strategy, focus on delivering valuable content that resonates with your audience's needs and interests. While having reliable webinar software and a compelling topic is essential, more is needed to ensure a successful turnout. To build an effective online webinar marketing strategy, follow these steps:

Step 1: Define webinar objectives and goals

Start by determining what exactly you want to accomplish with your webinar. Knowing why you want to host the webinar and what you hope to achieve will guide the rest of your marketing strategy. Clearly outline the purpose of your webinar and what you aim to achieve. Whether generating leads, educating your audience, driving sales, or establishing thought leadership, having a clear objective will guide your strategy. It will help you stay on track and streamline your resources towards actionable goals. By defining your objectives, you will also know what to measure to determine the success of your webinar. It can help you measure ROI and refine your strategy for future webinars. 

webinar goals

Step 2: Identify and analyze your company target audience

With a diverse audience, from the general manager to a junior executive, understanding the needs and habits of each segment is crucial. This step is the phase where you gather insights and lay down the foundation for your strategy. If, for instance, your target audience consists mainly of managers, then offering a free webinar focusing on manager content might be a good idea. To effectively market your webinar, it's essential to identify your target audience. Develop buyer personas encompassing demographic information, job roles, goals, challenges, and social media preferences. This information will help you tailor your messaging and promotional efforts to resonate with your target audience and increase webinar registrations. Develop buyer personas that encompass demographic information such as:

  • Their income and budget
  • Where they are geographically
  • Their interests, especially those that relate to your company
  • The best time for a webinar. It can be hard to find a common time for a live webinar if you have people with 12 hours between their time zones, so pick an audience to target and work with their timetable.
  • Common pain points. Know what troubles these customers so you can show them how this webinar will help them.
  • Their level of expertise. You will produce different types of content for a beginner versus an expert.

By constructing accurate buyer personas, you can ensure your webinar content meets the needs and interests of your intended audience, leading to higher engagement and successful outcomes.

Step 3: Optimize the webinar landing page

Optimizing your webinar landing page is crucial to drive traffic and encourage registrations. By appealing to your audience and utilizing psychological principles, you can increase the effectiveness of your landing page. 91% of professionals who watch webinars say their next step is visiting a website for more information. If they're already on your site, you're increasing the probability of conversion. Address pain points and offer solutions, create a sense of urgency and FOMO, leverage social proof, and keep the registration process simple. Additionally, consider basic SEO practices such as conducting keyword research and strategically incorporating keywords in your landing page content. By implementing these strategies, you can create a compelling and optimized landing page that attracts and converts your target audience.

Optimize the webinar landing page

Step 4: Creating a work back schedule

To create a work back plan for your webinar, start by setting the webinar launch day as your target and then work in reverse to identify the tasks and deadlines leading up to it. This approach allows you to manage your time and resources effectively. 

Here's how you can benefit from a work back plan:

Meet crucial deadlines: Begin by determining the webinar launch date and work backward to establish deadlines for key milestones. For example, you must decide when to launch the landing page, secure commitments from webinar speakers (if applicable), and finalize the webinar topic and structure.

Structure marketing campaigns efficiently: By working in reverse, you can plan your campaigns based on different periods leading up to the webinar. Determine the tactics you'll use to promote the webinar at various stages, such as three days before, one month before, or even the week leading up to the event. This approach ensures that your promotional efforts are well-timed and tailored to maximize audience engagement.

Set up a notification timeline for attendees: Reverse planning is particularly useful for designing a communication strategy for your attendees. You can use the work back plan to outline when and how you'll notify them about the webinar. Determine the timeline for sending messages, such as one hour, 24 hours, three days, and one week before the event. 

When creating your work back plan, consider the following elements and work backward from the webinar launch day:

  • Define the webinar program, identify potential guests, outline the main topic, and decide on the structure, including whether to include a Q&A session.
  • Determine the rehearsal day and allocate time for setting up the webinar platform to ensure everything is technically prepared.
  • Plan your marketing tactics, campaigns, and promotional activities using a backward timeline. Design a communication plan and timeline for email notifications attendees receive before the webinar. 

Step 5 - Choose the right webinar topic

Your webinar topic selection should closely reflect the interests and concerns of your audience. You want also to consider the type of webinar you want to host. Specifically, do you want to create something that focuses on a current trend? Or do you like this content to be more evergreen in your overall marketing strategy? It will also impact the topic you want to choose.

Research the ideas that matter the most to your audience. See what concerns them and what they want to learn more about. It can help you select a topic that will bring in the attendees. 

webinar topic and content

Step 6 - Align with your sales and customer success (CS) teams

Involve your marketing team and your sales and customer success (CS) teams to maximize the impact of your webinar and align with your overall business goals. Collaborating with these teams ensures that your webinar serves the entire company and contributes to various objectives. Here's how you can involve your sales and CS teams in your webinar planning:

  • Arrange a meeting with your sales and customer success teams to discuss and align the overall objectives of the webinar. 
  • Work together to identify shared goals between marketing, sales, and customer success.
  • Leverage the expertise and networks of your sales and CS teams in your marketing campaigns. Encourage them to promote the webinar to their contacts, including prospects, existing customers, and company accounts.
  • Work with your customer success team to identify success stories or case studies that can be shared during the webinar.
  • Coordinate with your sales and CS teams for post-webinar follow-up activities. It could involve lead nurturing, personalized outreach to attendees, or addressing questions or concerns raised during the webinar. 

Step 7: Choose the right channels and marketing method

webinar marketing channels and methods

Choosing the appropriate channels and marketing methods is crucial to promote your webinar and connecting with potential attendees effectively. Consider the following strategies based on your existing audience and preferred communication methods:

Email Marketing

Utilize your email list to reach out to individuals already familiar with your brand. Craft engaging emails highlighting your webinar's value and encourage recipients to share the invitation with others. Some email marketing tactics to consider include featuring the webinar in your monthly newsletter, inviting past attendees, leveraging your sales and customer success teams to invite their top customers and prospects, adding the webinar to email signatures, and creating nurture emails to promote registration for on-demand webinars.

Website Advertising

Leverage your own website and partner websites that share a similar target audience. Incorporate banner ads, pop-ups, video teasers, and clear calls to action on relevant content and blog posts. Ensure your messaging is concise and highlights the benefits of attending the webinar. Select websites that align with your values and reputation and cater to a similar target audience.

Social Media Advertising

Leverage social media as a webinar marketing tool and identify the social media channels your target audience actively uses. 60% of people register for webinars via social media. Focus on one or two key channels to keep your efforts manageable. Post about your webinar organically, pin posts or tweets to the top of your feeds, and leverage your profile's cover photo for promotion. Paid advertising on social media platforms can yield substantial results due to the available segmentation options that allow you to target specific audiences relevant to your webinar.

Other Paid Advertising

Consider additional avenues for paid advertising based on your audience and budget. It includes Google pay-per-click campaigns, content syndication platforms like Outbrain or Taboola, advertising in industry publications that your target audience reads, direct mail campaigns, or utilizing webinar marketing software specialized in audience acquisition.

By choosing the right channels and marketing methods, you can effectively reach your target audience, maximize your promotional efforts, and generate interest and registrations for your webinar.

Step 8: Run Post-Webinar Promotional Campaigns

Running post-webinar promotional campaigns is essential to generate results and attract new viewers, especially for on-demand and evergreen webinars. To maximize the reach of your previous webinar sessions, consider implementing the following strategies alongside your existing marketing tactics:

Email campaigns

Unlock the power of webinar follow-up emails to drive conversions. Create targeted email campaigns to reach out to individuals who have never attended your webinars or those who registered but did not attend. Highlight the value and key takeaways of the on-demand webinar, enticing them to watch it. Additionally, email attendees who left the webinar early, encouraging them to revisit and watch the entire session.

Ask for feedback and a survey

Start by sending out a post-webinar survey. Give people a chance to offer their opinion and take the insight to heart as you plan future webinars and events. Let people know that you care about their experiences and opinions. You can also continue to nurture these relationships by looking for ways to produce more value. You might offer additional information, such as slides, ebooks, articles, or white papers, to give the attendees more insight into the topic. It keeps them interacting with your business and builds your reputation as an authority. 

Ask for webinar feedback and a survey

Social media promotion

Leverage your social media to promote your webinars. Craft engaging posts highlighting the key insights and benefits viewers can gain from watching the recorded session. Utilize eye-catching visuals, compelling captions, and relevant hashtags to increase visibility and attract new viewers.

Website and blog promotion

Feature your on-demand webinars prominently on your website and blog. Create dedicated landing pages or sections where visitors can easily access and watch the recorded sessions. Incorporate compelling call-to-action buttons or banners to encourage visitors to explore the webinars. Consider writing blog posts that discuss the topics covered in the on-demand webinars, linking to the recorded sessions for further engagement.

Collaborate with partners

Collaborate with industry partners or influencers to promote your webinars. Guest blog posts, co-marketing campaigns, or social media collaborations can help expand your reach to new audiences interested in your niche or industry.

Repurpose webinar content

Repurpose key highlights, insights, or exciting segments from your webinar into bite-sized content pieces, such as video clips, infographics, or short articles. Share these across various channels to attract attention and drive viewers to the webinar.

By implementing these post-webinar promotional strategies, you can continue to generate consistent results weeks and months after the initial webinar session. Maximize the value of your on-demand webinars and ensure that your target audience is aware of the valuable content available to them.

Read and Learn: How to Harness Webinars for a 2X Pipeline Boost

How to market a webinar

There are a variety of strategies you can use to promote your upcoming webinar. Marketing a webinar requires a combination of paid and organic strategies to nurture and attract attendees effectively. Relying solely on organic reach may need to generate more traction, so incorporating paid marketing efforts is essential. Here are some of the techniques you might employ.

1. Create a dedicated landing page

Design a visually appealing and user-friendly landing page specifically for your webinar. Include compelling copy, attractive visuals, key details, and a clear registration form. Optimize the page for search engines and ensure it is mobile-responsive.

2. Email marketing

You can use various strategies with your email marketing to bring in interested attendees. Emails can drive 57% of webinar registrations. You might send out a personalized message to segmented audiences. Craft engaging and customized emails that highlight the key benefits and provide a clear call to action to register. Build an email list of potential attendees and create a dedicated email campaign to promote your webinar. Consider asking a guest speaker, partner, or sponsor to write an email to your recipients, or you might include a special notice for your newsletter subscribers. Regardless of your strategy, remember to focus on the value your webinar will provide for that particular audience.

webinar strategies for email marketing

3. Social media

With social media, you can promote your event on your different social media platforms. Writing organic posts on various platforms can help you promote the event to your existing followers. You can then amplify the message by brainstorming engaging ways to encourage your followers to do the same. You might create contests for those who post about your upcoming event, offering rewards for winners, such as tickets to the event. Ask others involved in your event, such as speakers, sponsors, and partners, to make social media posts about your upcoming webinar. 

webinar social media promotion

4. Coordinating with other teams

You can also work directly with other organization members, such as the sales team, to coordinate efforts to find leads. Your sales team can target leads with whom they have already started building a relationship and invite them personally to the event. It will help them continue nurturing their lead and bring you high-quality attendees.

5. Paid advertising

Paid advertising can attract attention through search engines. Promoting your high-value event to people searching for terms related to your core topic and pain point can help you attract people already interested in the theme.

6. Paid social promotions

Utilize paid social media advertising to expand your reach and target specific demographics. Platforms like Facebook, LinkedIn, Twitter, and Instagram offer robust targeting options to help you reach your ideal audience. Create compelling ad campaigns with engaging visuals, persuasive ad copy, and clear calls-to-action that lead to your webinar registration page.

7. Reach across the web with display networks

Use display advertising networks like Google Display Network or other third-party platforms to place banner ads on relevant websites and blogs. Target websites frequented by your target audience or those focusing on topics related to your webinar. Design eye-catching banners that effectively communicate the value of your webinar and direct users to your registration page.

8. Get partners involved

Incorporating strategic partnerships into your webinar promotions can amplify your reach and impact. You can form alliances that benefit both parties by identifying compatible businesses with similar customer bases. Inviting partners to participate in your webinar as guest speakers or content creators adds credibility and introduces your product or service to new audiences. Sharing leads and collaborating on promotional activities allows you to leverage each other's networks, generating more registrations and attendees. Additionally, coordinating marketing efforts, cross-promoting, and exploring joint sponsorships further enhance the value of your webinar. By harnessing the power of partnerships, you can extend your reach, attract a wider audience, and build long-lasting alliances to yield future benefits for all involved.

9. Offer early bird or limited-time promotions

Create a sense of urgency and incentivize early registrations by offering special discounts, bonuses, or exclusive content to those who sign up for webinars early. Highlight the limited availability to encourage prompt action.

 early bird or limited-time promotions

10. Leverage guest blogging and industry publications

Write informative and relevant articles related to your webinar topic and pitch them to industry blogs or publications. Include a brief mention or link to your webinar within the article to generate interest and drive traffic.

5 tools for webinar marketing

As you begin developing your marketing strategy for your webinar, you will likely employ a few different tools to help you maximize your marketing potential. Here are a few options you will want to have in your wheelhouse. 

Email services

Your email platform will help you segment your audience and send messages at different points. For example, you might develop an email funnel that sends out personalized messages at particular intervals before the event, and an email platform such as Hubilo's email marketing engine can help you accomplish this goal.

With email webinar marketing, you can also track essential statistics, such as your open and click-through rates, to see how your audience responds to different types of messaging.

webinar email marketing

Social media platforms and scheduling tools

You will also want to put your different social media platforms to use. Ensure you have established your profiles on the target platforms for your audience. You should also verify you have access to scheduling tools that can help you push out targeted posts at particular moments.

Content generation

All the tools you use in your content generation strategy, including your content calendar, content management system, and any optimizing tools you use, will also help you produce the content you need for your webinar marketing. Creating a landing page for the webinar and writing any articles or blog posts you need to promote the upcoming webinar will use these tools.

Marketing automation tools

Marketing automation can help you get the right message to people at the right time. A system that will send a targeted email about your event to interested people can help you engage your audience and increase registrations.

Analytics tools

As with any marketing campaign, have your webinar analytics tools in place so that you can monitor how the different parts of your campaign operate. See what works and what doesn't to plan more for the future. 

Webinar marketing questions: FAQs

How far in advance can I promote my webinar?

The optimal time to start promoting a typical webinar is around three to four weeks in advance. It allows sufficient time to generate awareness, build anticipation, and secure registrations. However, the timing may vary depending on the nature and scale of your webinar. Here are some general guidelines:

Typical webinars: For regular webinars, such as standalone events or webinar series, begin your promotional efforts about two to three weeks before the webinar date. This timeframe allows for effective email outreach, social media promotion, blog posts, and other marketing activities.

Big-ticket webinars: If you're organizing a larger-scale webinar event, like a virtual conference or partner summit, it's advisable to start promoting at least 60 days in advance. These events require extensive planning, securing speakers, creating agendas, and coordinating with partners. Begin with initial announcements and gradually ramp up promotions over time to maintain interest and excitement.

To maximize the impact of your webinar promotional activities, consider staggering your efforts. For example, start with email campaigns, then introduce social media promotions a week later, and involve your sales team actively promoting the webinar as the event date approaches.

When collaborating with partners for event promotion, ensure they align with your timeline and share a promotional brief containing key details like email send dates, UTM codes, and other relevant information.

Adjust your promotional approach based on your audience's preferences and engagement patterns. Avoid overwhelming them with excessive early messaging but maintain their interest by gradually revealing more event details and keeping the momentum building. Ultimately, the timing of your webinar promotions should culminate in a final push on the event day to drive last-minute registrations and attendance.

What is the best day of the week to do a webinar?

Wednesdays and Thursdays have the highest webinar attendance. However, when determining the best day for your webinar, it's important to consider factors such as the purpose of your webinar, the desired atmosphere, and the preferences of your target audience. For example, a casual Q&A session might be well-suited for a relaxed Friday afternoon, while a formal panel event may perform better on a Wednesday.

In addition to the day of the week, the timing of your webinar is also crucial. Hosting your webinar earlier, preferably at 11 a.m. PST (2 p.m. EST), yields better results. However, the optimal timing may vary depending on your specific audience's location and activity patterns. Ultimately, it's essential to consider your specific goals, audience preferences, and the nature of your webinar when deciding on the best day and time to host it.

How long should a webinar last?

Determining the ideal length of a webinar is not a one-size-fits-all approach. The average viewing time for webinars, including a 10 to 15-minute Q&A session, typically is 60 minutes. 60-minute webinars attract more attendees than 30-minute webinars, and the average attendee viewing time is 57 minutes. However, it's important to note that the ideal length of a webinar can vary depending on several factors, including audience preferences, format, topic, and the webinar's goal.

When determining the length of your webinar, consider the following elements:

  1. Topic and content: Evaluate the depth and complexity of the discussed subject matter. Early-stage demos or introductory webinars may be shorter, while thought leadership or panel webinars can be longer, potentially lasting upwards of an hour.
  2. Audience stage in the funnel: Consider where your audience is in their buyer's journey. Shorter webinars may be more appropriate if they are at the awareness or consideration stage. For audiences further along in the decision-making process, longer webinars that provide in-depth information may be better suited.
  3. The goal of the webinar: Clarify the objective of your webinar. Is it to educate, generate leads, or establish thought leadership? The webinar goal can influence the length of the webinar. For example, lead generation webinars may be shorter and more focused, while thought leadership webinars may allow for more in-depth discussions.

Additionally, it's worth noting that webinars can have lasting value beyond their initial broadcast. You can repurpose key quotes or important webinar segments to create additional content, such as e-books or social media promotional material. Recycling webinar content can extend its lifespan and provide lasting value. Ultimately, the ideal length of a webinar results from experimentation, audience understanding, and alignment with the specific goals and content of the event.

How can I measure the success of my webinar marketing campaign?

There are many vital KPIs and metrics to measure the success of your webinar marketing campaigns such as include registration numbers, attendance rate, engagement metrics (such as chat participation or poll responses), conversion rates (if the goal is to generate leads or sales), attendee feedback through surveys, and post-webinar actions taken by attendees (such as downloads or purchases).

How can I increase webinar attendance?

To increase webinar attendance and registration, you can utilize effective promotional strategies, such as creating compelling content and titles, offering incentives or exclusive content, leveraging social proof through testimonials or case studies, sending reminder emails, optimizing registration, and providing convenient access options like on-demand viewing.

How do I engage attendees during a webinar?

Engaging webinar attendees involves delivering valuable content, incorporating interactive elements like polls or Q&A sessions, encouraging participation through chat or comments, using visual aids and multimedia, telling stories or sharing real-life examples, and maintaining a dynamic and enthusiastic presentation style.

How do I charge for the webinars?

When monetizing your webinars, you can charge for access and generate revenue. To effectively monetize your webinars, focus on two key elements: exclusivity and value.

Exclusivity: Offer content or access that is not readily available elsewhere. It could include hosting webinars with industry experts, exploring unique or niche topics, or providing valuable resources that require significant preparation and resources.

Value: Ensure that your webinar delivers substantial value to participants, offering solutions to their pain points and providing actionable insights that can lead to positive outcomes. For example, offer specialized training or knowledge to help businesses scale or address specific challenges.

Determining the price for your webinar will depend on the perceived value of the content you provide. Remember that attendees will carefully assess the value and exclusivity of your webinar before making a purchase. By striking the right balance between exclusivity and value, you can create a compelling offer that justifies charging for access to your webinar and attracts paying participants.

Mastering your webinar marketing strategy with Hubilo

Webinar marketing is a powerful strategy that can drive meaningful results for your webinar. By harnessing the potential of webinars, you can engage your audience, generate leads, establish thought leadership, and nurture relationships with prospects and customers. However, successful webinar marketing requires careful planning, promotion, and execution. 

Webinar marketing brings in attendees and helps make your event a success. However, a considerable amount of work and planning goes into the process to ensure that you have selected a concept that interests people and that you get your upcoming webinar out in front of the target audience. Leverage marketing channels like email, social media, and partnerships to promote your webinars and maximize attendance. Engage your attendees during the webinar by incorporating interactive elements and maintaining a dynamic presentation style.

Consider using Hubilo, a comprehensive webinar platform, to take your webinar marketing strategy to the next level. Hubilo offers a range of features to enhance your webinar experience, including registration management, live streaming, interactive tools, networking opportunities, and analytics. Request a demo from Hubilo today to explore how their platform can elevate your webinar marketing efforts and drive exceptional results. Take advantage of the potential of webinars. Start incorporating them into your marketing strategy and watch as they become valuable asset for your business growth.

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