Thursday is guest post day here at Duct Tape Marketing and today’s guest is Samuel Faith – Enjoy!
When it comes to content marketing, nothing is better than a good webinar. You can educate, inform, engage and convert your target market – all at once. Independent reports from inbound marketing experts indicate that webinars can significantly boost your expert status, build meaningful and engaging relationships with your customers, and turn your audience into high converting prospects.
But creating webinars is just one part of the equation. Promoting them is equally important too to maximize so here is a comprehensive 10-step roadmap for you to effectively promote your webinars.
1. Define Proper and Measurable Objectives
Having specific objectives help you to measure your success and ROI. Most of us don’t plan properly, and having specific objectives happen to be an afterthought for most of them. Without any objectives to help you measure, you won’t know how well your webinar performs and thus you can’t improve anything.
Your objectives will vary depending on your business needs, but most of them will fall into the following categories:
- To educate and inform
- To generate qualified leads
- To gather market response and feedback
Clearly defining your objects will also help you when you promote your webinar, as well as planning the presentation delivery. What you do for each objective categories will be different.
2. Set Realistic Expectations
Expectations are not quite same as goals. Usually, we might have unrealistic expectations or too vague ones that we don’t even know what we should measure using the objectives. Knowing and having realistic expectations also help us in follow-up plans. Whatever your expectations are, keep in mind that webinars are not for massive immediate boost in sales, but rather to build relationships and generate new leads.
3. Estimate Audience Response
There is no easy way to estimate audience response, for there are many influencing factors. However, here are a few factors that you can consider to estimate your audience response.
- Your current blog and email subscribers. Look at the numbers such as usual response rates. Check out how many percentage of subscribers are active in engaging with you. These are the same people that are likely to have an interest in your webinar.
- Targeting metrics. If you have specific targeting metrics, then you will have a lot closer chance to estimate your response from that target group.
- Your content and offer. If your webinar content sucks, then nobody will come. You can’t lie to audience with just promotional materials. t will also depends on the offer you are going to give as an incentive.
- Your web traffic. This is seasonal as it depends on other marketing efforts too. The traffic can spike. So if your webinar is promoted on your site during the time of traffic spike, then your webinar will receive a lot of responses.
4. Determine and Set Your Cost Per Lead
Cost per lead is basically your cost for hosting and promoting a webinar for each participant. Sum up everything and divided by the number of participants you get. Knowing your cost per lead can help you out in determining your cost per acquisition for each customers. It is always good to keep this cost low, and if you have your own email list or partnering with someone with a good list, then this cost will go down too. If your promotional efforts pay off and you gain a lot of participants and interests, then your cost per lead will be low as well.
5. Maximize Your Attendance Rate
Statistics show that actual turn-out rate from all webinar registrants is between 40% to 60%. The rest will flake or just forget about your webinar, unless it is paid. Maximizing attendance rate is not really hard. You can use a good reminder sequence via email, and SMS reminder just a couple hours before webinar starts. Offering good incentives can compel them to attend your event too.
6. Conversion Matters
Conversion is all about maths and you can easily figure it out once you know the industry’s standard conversion rates, click-through rates and open rates, as well as your own data. If you already have an email list, then you definitely have all those data.
A well-articulated offer on a well-managed email list, with good email subject can get you around 10% to 15% click-through rate. Average will be 5% to 10%. If your webinar topic is highly relevant and timely, then you can expect even better.
Your landing page is important too. A well-optimized page with good copy, minimal form fields (ideal is just name and email) and good incentives for visitors to sign up can convert convert as low as 25% of visitors. Hopeful rate will be 40%. However, it is not unheard of to convert 70% to 80% with well-optimized landing pages.
7. Ask For An Expert To Be Guest Speaker
Even if you are an established expert, your webinar event will reap more benefits if you partner up with another expert. He will have his own list and blog readers. Besides, it will also deliver more value to your audience as well as his. In fact, it is known that you can get as many as 200% to 300% boost in webinar sign-up rate. This is especially helpful if you and your business are not well-known players yet. Your visibility will also shoot up when you have a high-profile guest speaker.
8. Build An Optimized Registration Page
Landing pages are important, but so are registration pages. They should not be an afterthought at all. For some, they may separate landing page from emails and registration page as two entities, or they may use only one page for both purpose. Here are a few critical things you should not have on a registration page.
- Too many form fields. Did you know that every extra form fields required to fill out will lose 5% of your prospects? If you have 3 fields, then that is already 15%. Name and email are enough. Follow up the rest later.
- Having links leading to other pages. If your registration page or landing page is hosted on your main website, make sure that the page is standalone and none of your navigation links are there. In fact, don’t put ANY links that will lead people away to any other pages.
- Not having social proof. People will trust you more if you show social proof. Things like testimonials from previous webinars, information about your high-profile guest speaker, and mainstream media coverage on you – all of them can give you massive boost in social proof.
9. Do Split Tests Again & Again, Then Improve
It is absolutely critical to test our message in the promotional contents to know which ones works the best. For emails, test different subjects. For landing pages, do A/B split tests. You might not get it right at the first time but after a few times, you will get enough data to know that what works, and what doesn’t. Then you can improve for future events. If you want to get good examples, subscribe to Obama’s email campaigns. He has some of the most talented copywriters and email marketers.
10. Don’t Forget To Remind And Follow-up
Not every registrants will remember that they have an awesome webinar to attend. What you should do is send out well-timed reminder emails and SMS. Always remind your registrants one week ahead, then 1 day ahead, and 1 hours before the event. Don’t keep sending SMS reminders all the time though, and it is best to send out an SMS reminder together with the final reminder email.
After your webinar event ends, send out a thank you email to all those attend. And make sure you keep your word and give them access to your giveaways, as well as follow-up your audience. You may want to send a survey, or a special offer. It all depends on what’s your end-goal is. You can also send recording of your webinar to everybody, including those who didn’t show up.
Samuel Faith is a content marketing specialist with a focus on technology, marketing and entrepreneurship. He is a big believer of the role of webinars in content marketing and currently running http://www.bestWebinar.com, a website where he reviews and talks about webinars.