How to Promote a

World-Class Webinar

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#WorldClassWebinar

Agenda

1 Introduction

2 The Challenges of Webinar Registration

3 Promotion and Registration Benchmarks

4 The Inbound Marketing Playbook

5 Q&A

#WorldClassWebinar

Introduction

Mark Bornstein

Senior Director, Content Marketing

@4MarkB

Lisa Toner

Head of Relationship Marketing

@lisatoner13

Housekeeping Notes

Slides and recording will be available after

Questions on Twitter: #WorldClassWebinar

Widgets

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Challenges of webinar registration &

attendance

#WorldClassWebinar

1. Catch your prospects at a moment of

receptivity

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2. Create content that isn’t all about

YOU.

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Promotion and Registration

Benchmarks.

#WorldClassWebinar

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So how do you promote a

World-Class Webinar?

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1. Know Your Audience.

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Buyer Personas

Fictional characters

that represent your DREAM customers

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@HubSpot

Profile:

• Professional marketer (VP, Director, Manager)

• Mid-sized company (25-200 employees)

• Small marketing team (1-5 people)

• BComm (BU), MBA (Babson)

• 42, Married, 2 Kids (10 and 6)

Goals:

• Support sales with collateral and leads

• Manage company communications

• Build awareness

Challenges:

• Too much to do

• Not sure how to get there

• Marketing tool and channel mess Mary loves HubSpot because:

• Easy to use tools that make her life easier

• Learn inbound marketing best practices

• Easier reporting to sales and CEO

Marketing Mary

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2. Create the Content.

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Address Problems/Pain-points

Address Problems/Pain-points

“10 Common Webinar Mistakes”

“7 Keys to Successful Webinars”

“Benchmarking your Demand

Generation Programs”“5 Best Practices for Virtual

Product Launches”

“Building your social media footprint”“How to Optimise Content Delivery”

“How to Drive Webinar Registration”

What’s already working for the topic?

Perform a topic search

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3. Get the Message Out There.

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The Email Marketing Dilemma

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Email: 1 - Personalised emails improve

click-through rates by 14%.

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Clear Title, Strong Graphic

The first line must grab

Clear “Register Now” Button

Short and to-the-point

Use bullets, tease content

Show value of attending

Anatomy of a Great Email

Disruptive, upset the status quo

Address a specific pain-point or need

Promise change

Tease or titillate

Short and concise

Read well, phonetically interesting

Feel personal

Email Tip 2 - Craft the Perfect Email Subject Lines

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Emails without a

sidebar have a 4%

higher click through.

Spiceworks Study 2014

Email Tip 3 - Try Losing the Sidebar

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Email Tip 4 - Promote from Different Angles

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Email Tip 5 - Consistent Creative Across all

Communications

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3 SOCIAL

MEDIA

PROMOTION

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Social Tip 1 - Create a custom hashtag

Before the webinar

- Custom hashtags allow

people to ask questions

and contribute to the

webinar

- Include the hashtag in

all social media updates,

email promotion, and in

slide footers

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Social Tip 2 - Make it easy to share your webinar

- Top tool: https://clicktotweet.com/

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Social Tip 3 - Add it to Email Signatures across the Organisation

Run a competition

to see who gets

the most sign ups!

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Integrate Social Media Applications onto confirmation pages

Enable registrants to put webinar on their business calendar

Social Tip 4 - Integrate Social Media Applications

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Social Tip 5 - Use LinkedIn in B2B

- Publish a blog post on LinkedIn to build some buzz around your

webinar.

- Use the search function in LinkedIn to find relevant and active

groups to promote your webinar in.

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Social Tip 6 - Update your social media images

- Update cover

images on social

media to draw

even more

attention to your

webinar

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Other stuff - CTA Placement

Homepage

Blog posts

Other stuff - Guest Blogs

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QUESTIONS?

THANK YOU