Updated: Apr 11
By Sam Makad
When you have a big ticket service, or a digital product like a Software as a Service (SaaS) then one of the best tools you can have in your content marketing toolkit is a webinar. Some have been saying that webinars are dead, but that is far from the truth.
Especially now that people are forced to stay inside a webinar is a fantastic way to reach people and get them into your sales funnel.
If people still think that they’re dead, it’s usually because they don’t know how to market it. In this article, I will go over several ways that you can promote an engaging webinar to build your list.
Table of Contents
It starts with an optimized landing page
Use video marketing
Have a lead magnet
1. It starts with an optimized landing page
At some point you will have to drive people to your landing page, and we’ll get to that in a minute. The first thing to do is to make sure that you have a landing page that is primed for conversions. The more targeted people that you can send to your webinar, the more money you are going to make.
The obvious points you’ll need to make is to clearly show the date and time of the webinar plus how to sign up.
But, it goes beyond that. Besides the “what”, “where” and “when” of the webinar, you also need to provide the “why”. This means that it has to be very clear what the person signing up is going to get during the course of the webinar.
Who will be speaking is important and what their credentials are. Also of great importance is how this webinar is going to help them. Your product or service solves a problem that they are having and you are letting them know that they are going to find out how to solve it by the time the webinar is done. This all needs to be on the landing page but as succinctly as possible.
2. Use video marketing
Video is incredibly engaging and people will stop what they are doing when they are hooked into a great one. They should be short so you don’t lose their attention, but packed full of information.
You should make it a sort of teaser video so they feel that they need to learn more after watching it. This is how you will increase the sign ups on your landing page by sending them over warm.
Start a Youtube channel and promote your videos with a very clear call to action to sign up for the webinar early on. Edit some of those videos to work as ads on Facebook or Instagram and send those viewers over to the landing page, too.
Related: Free Digital Download
3. Paid ads
Paying for ads can be very tricky and lots of money can end up being wasted if you’re not careful. When done right, however, paying for ads on Google or on social media can be money well spent as they send lots of leads to the webinar.
Generally, these ads are targeted to exactly the right person who needs to see it and exactly at the right time. And, those that know how to run these types of ads have it down to a science. They can wring out a lot of return from a very small investment.
If you don’t have much experience running ads, then it will take a lot of testing to zero in on exactly which type of ad is going to work best. Remember that all the social media platforms have a wealth of data about their users. And you can use this data to your advantage to find the winning strategy to drive targeted traffic to your webinar.
4. Have a lead magnet
Everybody loves free stuff so you have to give them a reason to sign up in the form of a free digital download. What it should be depends on what you are promoting.
Whatever it is, though, it needs to provide value. Your webinar is something that people should feel that they learned something from and gotten some benefit and the lead magnet adds to that.
If you are running ads, then this is the most logical offer. You can base your ad campaign around a giveaway of this lead magnet to entice people to give to come to the landing page.
At the same time, you don’t want people to just sign up for the freebie and then not show up to the webinar. You can combat this by doing one of two things. Make it clear that the code for the freebie comes at the end of the webinar so they have to stay around for it, or that you bundle other giveaways to those that stick around.
If they get the freebie and they can see the value in it for themselves, then this will build trust that the webinar will also be helpful and they will want to take part.
5. Influencer marketing
No matter what topic your webinar is about, there is surely somebody in that niche that is an influencer with a large and devoted following. Seek them out and you will surely find one.
When you do, reach out to them and ask them if they would like to collaborate in exchange for something. You can offer them a percentage of the sign up fees or even a one time payment. Then, they can help you promote the webinar to their fans.
Their followers trust them so they will be more likely to sign up on the recommendation of the influencer. These are exactly the people that you want to be a part of your webinar because they can end up converting and buying your product or service if they see the value in it.
There are so many ways to get the right people to your offer that it should be obvious by now that webinars are not dead. With the right approach they can be extremely effective. For such a low cost to acquire the participants it can be hugely profitable and you may want to run them frequently.