How to make webinars your #1 acquisition channel
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How to make webinars your #1 acquisition channel

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Unbounce held a webinar in every month of 2013. Not only did Unwebinars become our #1 acquisition channel, we've built a repeatable process that anyone can follow. ...

Unbounce held a webinar in every month of 2013. Not only did Unwebinars become our #1 acquisition channel, we've built a repeatable process that anyone can follow.

After a year of successful webinars, Unbounce's Director of Marketing, Georgiana Laudi is going to share our process. In this hour long webinar, you'll learn:

To choose a topic, title and guest that attracts qualified leads
- The most effective ways to promote your webinar
- How to set up a registration page that converts
- The ins-and-outs of the webinar setup
- What you should do after your webinar

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How to make webinars your #1 acquisition channel How to make webinars your #1 acquisition channel Presentation Transcript

  • How to Make Webinars Your #1 Acquisition Channel
  • Recording and slides will be emailed by the end of the week
  • try.unbounce.com/for-your-webinars
  • Stick around afterward Learn to use Unbounce to quickly build and publish targeted landing pages (without having to code)
  • Ryan Engley Director of Customer Success Unbounce @ryan_engley Join our chat on Twitter
  • Georgiana Laudi Director of Marketing Unbounce @ggiiaa Join our chat on Twitter
  • Webinars work
  • How We Got Started
  • How We Got Started Customer Success Marketing
  • Webinars became our #1 marketing channel in 2013 (followed by the blog, social, and ebooks)
  • The webinar process Topic & Guest Registration Before Invite Webinar During Follow-up After Repurpose & Reuse
  • Before the Webinar
  • The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  • Topic & Guest What does your community need help with?
  • Topic & Guest Who does your community look up to?
  • Topic & Guest What’s in it for your guest?
  • The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  • Marketing Copy • Webinar Title • Short Description • Your Guest What’s in it for attendees?
  • Marketing Copy • Webinar Title • Short Description • Your Guest What’s in it for attendees?
  • Marketing Copy • Webinar Title • Short Description • Your Guest What’s in it for attendees?
  • Marketing Copy • Webinar Title • Short Description • Your Guest What’s in it for attendees?
  • “Register for the Webinar” Landing Page vs.
  • “Register for the Webinar” Landing Page Don’t: Use the default webinar landing page
  • “Register for the Webinar” Landing Page Do: • 5 LP Elements • Ask for Participation • Connect your LP • ‘Always be Testing’
  • “Register for the Webinar” Landing Page Do: • 5 LP Elements • Ask for Participation • Connect your LP • ‘Always be Testing’ 1. 2. 3. 4. 5.
  • P IP! OT R “Register for the Webinar” Landing Page Do: • 5 LP Elements • Ask for Participation • Connect your LP • ‘Always be Testing’
  • P IP! OT R “Register for the Webinar” Landing Page Do: • 5 LP Elements • Ask for Participation • Connect your LP • ‘Always be Testing’
  • 39%
  • 21%
  • P IP! OT R Post-Conversion Opportunity
  • The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  • The Invitation Email(s)
  • The Invitation Email(s) • Subject line
  • The Invitation Email(s) • Subject line • Body copy
  • The Invitation Email(s) • Subject line • Body copy • Call-to-action
  • P IP! OT R The Invitation Email(s) • • • • • Subject line Body copy Call-to-action Alternative “PS”
  • P IP! OT R The Invitation Email(s) • • • • • Subject line Body copy Call-to-action Alternative “PS”
  • The “Offering” Landing Page
  • Going Social
  • The Webinar
  • Webinar Team 1. Host 2. Guest 3. Sidekick
  • Webinar Dream Team 1. 2. 3. 4. 5. Host Guest Sidekick Community Manager Manager
  • Engaging Your Audience
  • Engaging Your Audience io! ud A
  • Engaging Your Audience io! ud A Visua ls!
  • Engaging Your Audience Visua ls! io! ud A Banter!
  • After the Webinar
  • The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  • “Watch the Recording” Landing Page • Be quick! • Embed hosted video • CTA to your “Offering” LP
  • Webinar “Follow-Up” Email • • • • Recap Relevant links CTA to offer (if leads) Be quick!
  • The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  • P IP! OT R Make it Available Forevermore “Get the Recording” “Watch the Recording” w/ CTA “Offering”
  • P IP! OT R Rejig your Registration Landing Page “Register for the Webinar” “Get the Recording”
  • try.unbounce.com/for-your-webinars
  • Why Unbounce?
  • It’s fast Build your landing pages in hours – not weeks
  • You’re in control Build, publish and optimize on your terms
  • You’ll get better results Increase conversions with targeted pages & A/B testing