Webinar Marketing : How to Create, Structure and Promote a Webinar Program

June is here at last, and the first week just flew by in a heatwave. Stay hydrated, friends.

This week we're taking a deep dive into a topic that many businesses struggle with - how to promote a Webinar and execute successfully to increase conversion rates.

New technologies can be difficult to adapt to, and the current global situation has pushed businesses of all kinds into the digital frontier - many for the first time.

Webinars are complex, with a seemingly endless checklist for preparation. We're here to help walk you through the process.

image of laptop screen with the word webinar on it

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What's New?

Webinars have really blown up in the past few years, and even more so in the past few months. What exactly is a webinar, you might be asking? Think seminars and workshops brought into the digital age - interactive, collaborative, and conducted over the internet rather than a physical location.

Webinars typically last about an hour, including a Q&A session at the end. The host presents educational information to a virtual audience through slides, documents, and screen sharing; with interactive elements such as polls, live chats, and document sharing that allow the attendees to engage with the presenter.

So, is a webinar the same as a webcast or virtual event? No, not really.

A webcast is typically a one-to-many presentation with very little to no interaction, much like a television broadcast.

infographic showing the difference between webinars and webcasts

A virtual event is essentially the same as a physical live event, only hosted online without the physical restrictions. They can contain webinars within their schedule, but are much more than just a single stand-alone session and can last several hours to several days.

Attendees can join live webinars, real-time networking rooms, engage in live chat, visit exhibitor booths, and meet with representatives from anywhere in the world.

For example, trade shows, exhibitions, career fairs, product launches, and multi-dimensional conferences delivered online are not webinars, but they are all virtual events.

Here is a good article that explains webinars vs webcasts in further detail, outlining the pros and cons of both methods:

What's Working?

So, you've put together a sweet webinar. What's next? How do you get the word out? Email? Social media? Lead magnet? Write a blog? The short answer is yes - all of it. It's not a simple 1 step solution that will get you the conversions you want.

The goal is to segment your leads, based on behaviour, and to nurture those leads as you guide them through the funnel leading up to the webinar and the follow-ups after.

What does that look like, exactly? Well, since email is generally the most effective strategy for nurturing leads, let's take a look at an effective email campaign funnel to maximize lead conversions through segmentation and targeted messaging:

graph showing the most popular channels for webinar promotion

Email 1: This will be your intro offer that gets sent out to your mailing list - the initial invitation email to your webinar.

  • Send this first email out 3-4 weeks before the event.
  • Highlight a few pain points that resonate with your cold leads.
  • Include a unique solution that only your webinar can provide.
  • Offer something immediately for signing up, like a brief one-page list of tips and tricks that aligns with your webinar content.

After this initial email, you can segment your leads into 4 categories:

  1. Did not open
  2. Email opened
  3. Email clicked
  4. Registered

From here, you'll want to send out 2 new emails to separate lists. One email with an added benefit sent out to the first 3 segments and a "thank you" email sent out immediately to those who have registered.

Next, the process is repeated 2 more times.

Once you have people registered, you will want to send out reminder emails to nurture your leads, reinforcing the reasons to attend.

A good rule of thumb is to send one 2 weeks before the event, then another 1 week before the event, and finally, 24 hours before the event and a final email reminder 1 hour before the event goes live.

Below, we've created a handy visual chart detailing the process:

chart showing the paths of a webinar email campaign

Of course, email isn't the only way to promote your webinar, but it is proven to be the most effective channel for nurturing leads. You can also promote your webinar on social media, write blog content that aligns with your webinar, develop a lead magnet, and use paid targeted ads to gain more leads to bring into the funnel.

We've collected some great articles and resources that go into further detail on how to set up and promote your webinar. Check out the links below:

Feel Good Story of the Week

We're celebrating #PrideMonth at the Hive.

rainbow coloured love is love flag

Here at Honeypot, we understand that no two bees are the same, and we love to celebrate the diversity that makes our team so unique. We're a creative bunch, and all those lovely colours make us super happy.

Sharing is caring and we want to share some tips on how businesses can support the LGBTQIA+ community by bringing awareness, education, and action against discrimination. We've collected some great reads that include advice, education, and examples of best practices to support each other. We're all in this together. #LoveIsLove

honeypot bee

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