how to promote a world-class webinar - hubspot & on24
TRANSCRIPT
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How to Promote a
World-Class Webinar
+
#WorldClassWebinar
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Agenda
1 Introduction
2 The Challenges of Webinar Registration
3 Promotion and Registration Benchmarks
4 The Inbound Marketing Playbook
5 Q&A
#WorldClassWebinar
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Introduction
Mark Bornstein
Senior Director, Content Marketing
@4MarkB
Lisa Toner
Head of Relationship Marketing
@lisatoner13
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Housekeeping Notes
Slides and recording will be available after
Questions on Twitter: #WorldClassWebinar
Widgets
#WorldClassWebinar
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Challenges of webinar registration &
attendance
#WorldClassWebinar
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1. Catch your prospects at a moment of
receptivity
#WorldClassWebinar
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2. Create content that isn’t all about
YOU.
#WorldClassWebinar
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Promotion and Registration
Benchmarks.
#WorldClassWebinar
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#WorldClassWebinar
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#WorldClassWebinar
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#WorldClassWebinar
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So how do you promote a
World-Class Webinar?
#WorldClassWebinar
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1. Know Your Audience.
#WorldClassWebinar
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Buyer Personas
Fictional characters
that represent your DREAM customers
#WorldClassWebinar
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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
#WorldClassWebinar
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2. Create the Content.
#WorldClassWebinar
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Address Problems/Pain-points
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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”
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What’s already working for the topic?
Perform a topic search
#WorldClassWebinar
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3. Get the Message Out There.
#WorldClassWebinar
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The Email Marketing Dilemma
#WorldClassWebinar
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Email: 1 - Personalised emails improve
click-through rates by 14%.
#WorldClassWebinar
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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
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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
#WorldClassWebinar
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Emails without a
sidebar have a 4%
higher click through.
Spiceworks Study 2014
Email Tip 3 - Try Losing the Sidebar
#WorldClassWebinar
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Email Tip 4 - Promote from Different Angles
#WorldClassWebinar
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Email Tip 5 - Consistent Creative Across all
Communications
#WorldClassWebinar
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3 SOCIAL
MEDIA
PROMOTION
#WorldClassWebinar
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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
#WorldClassWebinar
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Social Tip 2 - Make it easy to share your webinar
- Top tool: https://clicktotweet.com/
#WorldClassWebinar
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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!
#WorldClassWebinar
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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
#WorldClassWebinar
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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.
#WorldClassWebinar
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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
#WorldClassWebinar
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Other stuff - CTA Placement
Homepage
Blog posts
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Other stuff - Guest Blogs
#WorldClassWebinar
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QUESTIONS?
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THANK YOU