Webinars. We’ve all attended one (or at least waited for the email with a recording) and a lot of us actually hosted one. And it’s not without a reason! According to Ascend2, webinar marketing is second in line, right after email marketing, for the most effective premium lead generation content.
Unfortunately, just like with content marketing, marketers are eager to please, sell, and generate without knowing how to dig into the subject to ensure its sound quality (in this case, maybe even literally). Webinars are quite complex to set up and organize. You’ve got your brainstorming, organizing, preparing, promoting, the webinar, and finally the follow up/sell stage – so as you can see, it takes a lot of thought.
Without pointing fingers, I’ve attended one too many webinars that had terrible sound quality, too much information, too little information (43 minutes or rambling and awkward jokes), or a poor presenter.
But the worst webinars were those that I didn’t attend because their webinar marketing consisted of one ugly email reminder and nothing else.
So, how can you make sure that no one ever writes a blog post about how bad your webinar promotion was? Just take a few pointers from the masters!
Ok, Ok, their email reminders might not be the fairest of them all. But their copywriting is. “The Marriage of Digital and Traditional Marketing” was a great example of how you can create a memorable title that can then be translated in your promotion:
Making the bullet points into the different aspects of marriage? Brilliant! Talking about cake (even in their social media posts)? Amazing! Saying “You’re Invited!” or asking me to attend the reception? Just what they needed to help me remember this campaign two months after it ended.
And of course, what we all ask for at the beginning of every webinar ever – will there be a recording? Yes, yes there will:
Hileman Group used their great copywriting to get all of us to remember about their webinars. Take a look at this social media post:
Sure, calling someone a n00b is risky, but it makes you want to click and see who these people are. Take notice of the fact that their image is consistent. Every webinar has its own tone of voice and images that stay the same throughout every platform.
It’s also great to remember to make your emails more personal, using [[name]] tags in your email marketing and saying more than just “don’t miss the webinar!” goes a long way:
What I like about the GetResponse email reminders is their design. Every webinar has its own design and feel (even the landing pages are dedicated), those emails just stand out in your inbox – making them pretty memorable.
The downside is that each email you get has the same look and copy, but the subject lines are always different. Great webinar marketers follow the “magic 3” rule of sending at least three emails, but there is also a bonus fourth email – a recap! For the Amy Africa webinar the email sequence was as follows:
- A week before: [Free webinar] Amy Africa on what you MUST know about email
- 5 days before: [Free webinar – don’t miss out!] Amy Africa on what you MUST know about email
- Day of: [Free webinar today] Amy Africa on what nobody tells you about email
Was there a recap? You bet there was! 2 days after the webinar, those who signed up received an email with the subject: Your recording of “30 Things You Simply Must Know About Email”
Now here’s the breakdown:
The Who-What-When-Why will I learn were covered in an eye AND mind appealing way. You got to know Amy, you knew EXACTLY when the webinar was happening and the CTA button was hard to miss (bonus points for using two buttons in two colors). The key here is that GetResponse remembered to send reminders – at the right times – and they even shared a post on their Facebook before the webinar.
Whereas the recap was threefold, not only did attendees receive an email with the video recording just two days after, GetResponse also shared a blog post with key points from the webinar AND the actual recording 10 days after the event, then promoting the post to reach people via social media once again.
The webinar was an incentive which then lived on via emails, blog post, and social media. No matter where you clicked you saw the big “sign up now” or “try it free” CTA’s which encouraged you to buy into their product.
Research consistently shows that between 20% and 40% of webinar attendees turn into qualified leads.
You shared valuable, educational content, positioning yourself as an authority on the subject and building a trusting relationship with the attendees – which is the clear path to a sale!
Here’s a very different case study , not too long ago GoodData sent an invitation to a webinar that had already happened. Truth be told, it’s not that big of a deal – but it still is a mistake.
So, what separates a webinar marketing newbie from a webinar marketing pro? The apology email. GoodData sent an email titled “Apologies from GoodData CMO” with a very straightforward message:
The great thing about this minor “screw up” is that is served as an opportunity to show good faith AND to promote their webinar again. I was one of those people who didn’t get a chance to see the webinar because it didn’t seem important at the time. However, after receiving this email I’ve clicked, watched, enjoyed, and recommended it.
ReadyTalk conducted a study and concluded that on a scale of 1 – 5, email ranked 4.46 and was the top promotion tool for webinars. You saw that Hileman Group, GetResponse, and GoodData rely on the power of the email, so how else can you harness that tool?
Product updates, my friend.
If I asked you about Trello, I’m pretty sure the first thing you’d say is “on yeah, calendar, and notification emails with due dates or comments from board collaborator.” I know that that’s exactly what I’d say, because I get a very annoying amount of those emails. That being said, I have to admit their product emails are excellent:
Notice those distinctive purple boxes at the end of their emails? Those are excellent webinar reminders! You’ll find Canva, GetResponse, Facebook, and many, many more companies doing the exact same thing. Adding a reminder somewhere in the email makes for a very memorable reference point. On average only about 15% of your registrants are new to your business, which is why harnessing your current contact list is crucial!
Looking at those webinar marketing rockstars, I think there are a few points that you need to remember with each campaign:
- Create memorable copy
- Design your email with key elements in mind, remember the Who-What-When-Why, and make it personal friendly.
- Make your CTA’s standout
- Send at least the ‘Magic 3’ email reminders
- Have a consistent theme or topic across your entire campaign
- Promote before AND after the webinar
- Use your current email campaigns to remind people of upcoming webinars Don’t be afraid of minor screw ups!
Got any favorite webinar marketing campaigns of your own? Be sure to share with me in the comments below!