Webinars can establish a relationship with leads and teach them how your product can improve their lives. Some 75% of marketing and sales leaders say webinars are one of the most effective methods to generate high-quality brand awareness.
But not every webinar is a success—78% of webinars have 50 or fewer attendees. A major reason? Poor promotion. If you can promote your webinar the right way, you can gobble up more viewers and increase conversions.
Email is the primary promotion channel for most webinars—not just for initial sign-up but for pre- and post-webinar reminders, and everything in between.
This article shows you the step-by-step process to promote your webinar via email. First, of course, you must set your goals.
Set goals for your webinar
Webinars can work throughout the customer journey, gauging how qualified your prospects are and nurturing them throughout the buying process.
That wide-ranging potential risks broad goal-setting (or none at all). Before you start promoting your webinar—or even choosing a topic—decide if you want to:
- Build your email list;
- Be seen as a thought leader in your niche;
- Gain customer feedback;
- Boost sales from existing customers;
- Increase your customer base;
- Build stronger relationships with your customers;
- Create how-to tutorials;
- Launch a product or service.
That decision, in turn, defines how you measure success: the number of registrants, attendees, views, post-webinar sales, etc.
Once you know your goal, you can figure out which type of webinar will best help you achieve it.
4 types of webinars for any stage in the funnel
Webinars can work at all stages of the funnel. All you have to do is adjust your webinar topic to match the buying stage of your prospects.
1. The educational webinar (discovery stage)
In the discovery stage, you’ve got just one goal in mind: to educate your audience. What you educate them about depends on your product or service.
Potential topics for educational webinars include:
- Best practices;
- Industry trends;
- Expert panels;
- Interviews with single experts.
Whatever topic you choose, focus on value—how can you share your deepest expertise? Some 88% of technology buyers said thought leadership was important or critical to short list vendors.
2. The nurturing webinar (consideration stage)
A nurturing webinar begins to bridge the gap between industry-relevant content and product-relevant content.
Think of things like workshop webinars that address a real-life problem of your prospects. Focus on solutions—and the consequences of not addressing the problem that your product solves.
Case studies work well. They show your prospects how a customer just like them used your product to solve a problem.
Another option is a one-on-one, personalized webinar. This approach, of course, doesn’t scale well—and shouldn’t used as a way to sucker unsuspecting prospects into a sales pitch—but it does have potential for account-based marketing strategies.
3. The onboarding webinar (conversion stage)
Read more here:: conversionxl.com