There is nothing worse than putting in massive amounts of effort on the perfect webinar only to have no one show up to it. Your webinar marketing must be strategic for it to be effective. It’s not something to go about haphazardly.
After all, if you don’t learn how to promote a webinar the right way, odds are people won’t register and everything you worked on will have been for nothing. Because of this, we want to share some webinar promotion ideas that will yield the best results.
And by results, we mean getting people that are more likely to purchase what you’re offering to register. Here’s the deal – marketing your webinar to the masses hoping that some of them are a good fit is simply a waste of money. If you ever hope to create a powerful webinar funnel, you need to target your ideal clients. By targeting your ideal clients you will be able to make more sales while using fewer resources.
Don’t look for a needle in a haystack, understand where needles are often found and look for them there. In this article we will discuss how to promote a webinar funnel to your ideal clients, there are two primary ways to do this. Let’s get started.
The Primary Two Ways to Promote a Webinar Funnel
There are two ways people go about promoting webinars – paid and organic.
Paid: Just like it sounds, you pay to market your webinar to potential attendees. Most of the time this means paying for marketing ads in different platforms, like Facebook ads, Linkedin ads, Google ads, and more. Each platform has its best practices, that’s why we recommend that you think of which platform your ideal client is most likely to use and then become an expert in that platform. While ads can be incredibly effective, for most entrepreneurs just starting out, it can also kill their marketing budget pretty quickly. This is why most people choose organic methods to promote their webinar funnel, at least in the beginning.
We have several articles going into different platforms that can be used to boost webinar registrations, check these out if you are interested in learning more on how to use paid ads to promote your webinar funnel:
- How to Boost Your Webinar Registrations with Facebook Ads
- A Guide to Facebook Boosted Post vs Ads Manager
- Using Twitter Ads to Drive Webinar Signups
- Using LinkedIn Ads to Drive Webinar Signups
Organic: Organic marketing efforts focus on unpaid outreach and promotion. The strategies we’re sharing below are all based on organic promotion. Let’s dive in!
Organic Promotion Ideas for Your Webinar Marketing Strategy
Before you begin paid or organic webinar marketing promotions of any kind, we hope you’re already crystal clear on who your ideal attendees are. Though you should have already been thinking about this prior to creating your webinar presentation, it’s important to revisit this idea to avoid promoting your completed webinar to the wrong crowd.
For example, if your entire presentation is about yoga for weight loss, you don’t want to make the mistake of focusing your promotions on weightlifting for weight loss. While they both cover weight loss, the distinction makes it pretty clear that people interesting using weightlifting for weight loss most likely won’t be interested in your yoga presentation, let alone any products or services you may be pitching at the end.
Bottom line: Keep your ideal customer in mind throughout all of your webinar marketing.
1. Find your ideal attendees on social media
Your ideal attendees are already hanging out on social media. Now, you just need to find them and hang out with them there. They can be found in Facebook Groups, LinkedIn Groups, Twitter lists, Instagram hashtags, etc…
Join the groups on social media that are relevant to your webinar’s niche. Follow the rules of the groups you join, but when you can, promote your webinar and include a link to the sign-up page.
Use relevant hashtags on Instagram and Twitter. People interested in #gymownership may already be following that hashtag on Instagram and Twitter. If you are hosting a webinar about how to run a gym, you should be using the hashtags that will be most likely to get you in front of those people.
Include relevant keywords in your captions, descriptions and status updates. You may not realize this, but people use the search boxes on social media outlets to find specific content. For example, the search box on Facebook helps car enthusiasts find pages and groups about cars. If you go live on Facebook about cars, your video description could say something like “We’re talking with Larry the Car Guy about antique cars.” As a result, people searching for antique cars on Facebook might find your video and become an instant fan.
Another example might be people looking for influencers that post about nutrition. They might type nutrition or meal planning into the search box on Instagram or Pinterest. If you have posts that feature those relevant keywords, it could yield new potential attendees to your digital doorstep.
2. Write SEO-friendly blog posts about your webinar presentation
Writing a blog post that is highly optimized for search gives you more opportunities to be seen by the exact people you are trying to reach. Not only that, writing relevant posts on your website lets you show off your expertise.
Every optimized post that is relevant to your webinar presentation should include a call to action to sign up for your automated webinar. Lost for what to say in your posts? You could simply write a truncated or summarized version of the information you will be giving in your webinar. Another option would be to take the three points you will explore in your webinar presentation and write a post about each of them.
This way, if someone finds the post about points A, B, or C, they will be that much more intrigued to join your presentation to learn about the points that the post didn’t cover. Then, when they show up, they can learn even more about the points they’ve already read about while getting schooled on the other two.
3. Borrow other people’s audiences to drive traffic
Whether you get on the news, write a guest post for someone else’s website, speak in a conference, or are a guest on a podcast – you can use the audiences of other people to drive traffic to your sign up page. Most of the time, when you are a guest speaker or writer, you get the opportunity to give a link to your website.
The link you give can and should be to your sign up page for your automated webinar. Something as simple as a link like MyAwesomeSite.com/Webinar could be all that you need to bring countless new registrants to you.
4. Reach out to your current network
If you have an email list, a social media following, and a pool of contacts you’ve yet to tap, reach out to all of them about your webinar. Even if friends, family, colleagues, etc… don’t have an interest in your presentation, you can always ask them to share it with someone who might be interested. Until you ask, you never know who your current network can connect you with!
More Resources for Webinar Marketing
Want to learn more about promoting your automated webinar? Continue your education with the following posts:
- 6 Ways to Promote Your Upcoming Webinar on Social Media Organically
- 5 Strategies to Get More Webinar Attendees
- 14 Free Ways to Promote Your Webinar
Pro Tip: Regardless of the promotion tactics you choose, keep in mind you will earn more money with automatic webinars than one-off live presentations.
In the event someone sees your promotions a week, a month, or even longer after you have posted it, automated webinars will still be relevant because they are evergreen. In contrast, if someone sees your promotion for a one-off presentation after it has already ended, you may have just missed out on an income opportunity.
If you’re interested in a deeper dive into the world of automated webinars, we also have a special offer that costs absolutely nothing. It teaches everything from how to create a webinar that converts to getting more people to sign up for it. It’s our “Automated Webinar School,” and it’s been proven to help beginners go from nothing to launch faster and easier than they ever thought possible. Get started for free today!