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The smart-marketers-guide-to-webinar-marketing


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The smart-marketers-guide-to-webinar-marketing

  1. 1. The Smart Marketer’s Guide to Webinar Marketing UNBOUNCE BY GEORGIANA LAUDI
  2. 2. What’s in the ebook? 17 Steps to Revenue-Generating Webinars Part I: Before the Event 1. Establish a Compelling and Focused Topic 2. Find and Woo Expert Guests 3. Craft Your Marketing Copy 4. Build the Perfect “Register for the Webinar” Landing Page 5. Never Miss a Post-Conversion Opportunity 6. Create Your “Offering” Landing Page 7. Tailor Your Social Marketing 8. Secure Your Audience with the “Invite” Email 9. Set up Your Webinar Equipment 10. Prep Your Expert Guest 11. Send the “Last Chance” Email Part II: The Live Event 12. Host Your Webinar Without a Hitch Part III: After The Event 13. Establish a Compelling and Focused Topic 14. Create the “Watch the Recording” Landing Page 15. Send the “Follow-up” Email 16. Continue to Generate Leads After the Event 17. Measure the Results
  3. 3. What is Unbounce? Unbounce is the landing page builder for marketers. When marketing your webinars, Unbounce allows you to make the critical pages that convert your traffic into webinar attendees, and eventually, new customers. Unbounce landing pages can also be used in your pay-per-click, email and social media campaigns to convert marketing campaign traffic better than your homepage ever could. With Unbounce, you can... • Build and publish landing pages in minutes without developers • A/B test your landing pages • Track and optimize your conversion rates TRY UNBOUNCE FREE FOR 30 DAYS
  4. 4. REVENUE REGISTRATION PAGE Before Webinar turns into LEAD GEN PAGE After Webinar Social Media Invitation Emails Blog SlideShare RECORDING PAGE Email to Registrants Your Website OFFER PAGE Post-webinar Demo Your Product The Ultimate Webinar Marketing Flowchart Your webinar marketing campaign will involve sending social, email and web traffic to four different landing pages. Before the event, that will be your registration page. After the event, you'll transform that landing page into a lead generation page, which gives leads access to the recording page – where the video of your webinar lives. Your offer page, which can be promoted during the webinar itself, is where you'll have a chance to turn those leads into customers.
  5. 5. 5Share Introduction When we first introduced the idea of adding webinars to our marketing strategy, I’ll admit, I was worried. We were busy improving our existing channels, webinars were labor-intensive and, in my experience, typically boring and – even worse – salesy. I quickly learned that it didn’t have to be that way and that they were easier to manage than I’d thought. And oh so effective. So effective that our webinar registrations grew from 190 to nearly 3200 in eight months. More importantly, webinars have become our most powerful marketing channel for acquisition, surpassing our blog, our ecourse and even our ebooks. There is something unique and special about live events that podcasts or recordings just can’t offer. Attendees not only get a sense of taking part in something live (and therefore special), they’re also given the opportunity to ask their questions, in real time, to experts they wouldn’t normally have the opportunity to interact with. There’s also something about webinars that brings out the decision makers. We’ve found, over the last 20 months of running webinars, that attendees are typically further down the funnel than the audiences on our other marketing channels. It’s time to start taking webinars seriously. This year, 62% of marketers are using webinars in their marketing. That’s up from 59% in 2013. When done right, webinars can help with lead generation, brand awareness, thought leadership and the holy grail: customer acquisition and revenue.
  6. 6. 6Share I searched high and low for a comprehensive resource with actionable advice for webinar marketing. As you might have guessed, my fruitless search resulted in me writing this guide. In this ebook I’m going to give you our powerful 17-step formula for marketing webinars, using four landing pages and three emails (no big deal, right?). Of course, this formula might not be perfect for everyone and it’s important to mention, we’re always testing new ideas. As should you. Georgiana Laudi Director of Marketing Unbounce
  7. 7. 7Share Setting Goals Before we get started, and you start drumming up all sorts of webinar topic ideas, you’ll want to get clear on what your goals are. You may want to generate new leads, start building a community, demo your product, establish authority on a given topic, or even just engage and provide value for your current customers. All great goals. We saw running webinars as an exciting way to give our community an opportunity to learn and ask questions in real time. We were also looking to distribute our content in new ways. But the true objective of our webinars from a marketing perspective is likely similar to your own: to increase interest in our company and, ultimately, revenue. “This year, 62% of marketers are using webinars in their marketing. That’s up from 59% in 2013.” Tweet This
  8. 8. 8Share Part I Before the Event
  9. 9. 9Share Step 1 Establish a Compelling and Focused Topic The best way to choose a webinar topic is by gathering feedback. Find out what your customers and potential customers want to learn, then deliver beyond their expectations. This could include: • listening to your customers directly, by reading customer forums or using surveying tools such as SurveyMonkey and Qualaroo; • speaking to people on the front lines, like your customer service team and community manager; • looking at the subject matter of the top-performing blog posts on your own blog and that of your competitors; • paying attention to topics that are trending both on social media and across the web. Webinar topics should always tie back to your specific niche. Spreading webinar topics too broadly or trying to please everyone with every webinar will only confuse your audience and dilute your authority on the topic. PRO TIP For the best conversion results, choose “bottom of the funnel” topics that are tied to your product or offering. When inspired attendees leave your webinar to carry out the advice they were given, your solution is the first one they’ll think of.
  10. 10. 10Share Finding the Right Expert Guest Who does your community look up to? Who do they aspire to be like? To identify qualified presenters for your audience, look into conference speakers, blog and book authors (who can speak as well as they write!), experienced webinar presenters and thought leaders in your field. If you need to start on a little smaller scale, consider experts who have made their name writing thoughtful content and are looking for ways to practice their speaking in a professional, but more intimate setting. But always err on the side of caution when “Convincing a seasoned speaker to invest their time in your webinar means proving that you can bring them business in return.” considering partners or clients; you never want to come off as too promotional. Focus on providing quality, actionable content for the audience. Oh, and remember that not every webinar needs a guest or speaker from outside of your company. In fact, an in-house expert can be a great place to start. Wooing Your Dream Guest Preparing presentations of any sort takes a long time and webinars are no exception. Be sensitive to the fact that experts are busy and asking them to present for 30 minutes or more is a big request. Once you’ve found a qualified presenter, you need to first consider what’s in it for them. Convincing a seasoned speaker to invest their time into your webinar means proving that you can bring them business in return. Describe the reach of the marketing you’ll be carrying out to drive a qualified (for them!) audience to the webinar. Step 2 Find and Woo Industry Expert Guests Tweet This
  11. 11. 11Share Give past webinar registration and attendance numbers. Lure them in with the promise of your qualified (for them!) audience. Always lead with what’s in it for them. But what if you don’t have a huge audience or track record? If you’re really generous (read: strategic), giving them the opportunity to make an offer to your super-qualified (for them!) and captive audience could be enough to sway them. Keep a wish list of webinar guests and swing back to those who say no the first time only if you really do have something more to offer. PRO TIP Do not expect that your expert guest will email their list about your webinar. Here’s why: 1. You can’t assume that your webinar fits into their marketing department’s plan. There is no way for you to know what emails they have scheduled or the expectations of the people on their list. Your list is precious to you; respect the preciousness of their list to them. 2. Asking someone who is very busy to prepare a professional, well thought-out presentation for your audience is bold. Asking them (or their team) to also take the time to promote your event for you is audacious. Insisting they email their list in order to be your guest is greedy. 3. If they’re a well-known expert in your industry and you’re a smaller player, having their name associated with your company is a win for you, not them. Don’t push it. 4. If you prepare all the copy and assets they’d need to promote your event, they might mention it to their social networks or add it to a newsletter. You could get lucky, just don’t count on it.
  12. 12. 12Share Step 3 Craft Your Marketing Copy After you’ve settled on a webinar topic that both you and your guest are excited about, it’s time to take the time to carefully craft the marketing copy for your webinar. You (and maybe your guest) will use this copy on landing pages, email invites and social marketing throughout your webinar campaign. Getting this messaging just right is pivotal to the success of your webinar. Some people like to have their guest take a first stab at the description. This ensures that you’re both on the same page and gives you an opportunity to clear up any potential misunderstanding before any embarrassing public announcements. No matter who writes the copy, always send it to them, confirming it’s in line with the content of their presentation before announcing your webinar. Title The webinar title should answer the question, “What will I get by giving you an hour of my time and attention?” The more actionable the title, the better. The best performing title we’ve used for an Unwebinar (based on email open rates) was “10 Landing Page Mistakes You’re Probably Making and How To Fix Them.” Description A short description of a few sentences, followed by three to four bullet points outlining exactly what the attendee will learn from attending, will set the tone for the event to come. You don’t need a ton of copy, you’re not selling an expensive or complicated product. Focus on the benefits attendees will walk away with. “The webinar title should answer the question, ‘What will I get by giving you an hour of my time and attention?’” Tweet This
  13. 13. 13Share Guest Biography Most often, your guest will provide their own bio; be sure that it introduces them in a way that qualifies them as the best in their industry and an expert on the topic at hand. Including a photo helps to personalize them, putting a face to the name, and making them more relatable. It also helps visitors familiar with the expert guest to recall that they know and trust them, so if they use a particular profile photo consistently, be sure to use that one as it’ll be recognized first. PRO TIP Clarity trumps all other copy decisions. We split- tested the following two webinar invite subject lines for an upcoming webinar with our comedic Scottish co-founder Oli Gardner. Can you guess which one won? Variation A: [Webinar] Some Call Him the Scottish Chuck Norris of LPO… Variation B: [Webinar] The 3 Landing Page Mistakes 98% of Marketers Are Making Answer: B. The clear and descriptive headline won all around with a 3% higher open rate and a 34% higher click-through rate. Lesson learned? Don’t sacrifice clarity for cleverness in your webinar title or description.
  14. 14. 14Share Step 4 Build the Perfect “Register for the Webinar” Landing Page With your webinar marketing copy in hand, it’s time to create the most important landing page of your campaign, the “Register for the Webinar” landing page (catchy, I know). This landing page will make or break your webinar – because if this page fails to do its job, you and your guest will be talking to no one (cue the crickets).
  15. 15. 15Share The 5 Elements of a High-Converting Webinar Landing Page Every landing page needs the following five elements to be successful: Unique Selling Proposition (USP) - Your actionable webinar title Hero Shot - Your expert guest’s photo and bio Benefits - The description of what attendees will learn from the webinar Social Proof - Testimonials about the guest or your pervious webinars Call to Action - Your registration form and button It’s worth pausing here to stress the fifth element (great movie). Every landing page should have one and only one purpose, so as you’d expect, only one call to action. That is, only one link (or leak) off the page and toward your one desired conversion goal. The image to the right demonstrates where and how you might like to use each element on your “Register for the Webinar” landing page. If you’re interested in reading more, check out the five elements of a high-converting landing page. Here are the five elements of a high-converting landing page in action on a “Register for the Webinar” landing page. USP Benefits Hero Shot Social Proof Call-to-Action
  16. 16. Get Unbounce’s Webinar Registration Landing Page Template Free FREE TEM PLATE We’ve A/B tested this landing page for over a year and saw our conversion rates increase 150%. For your webinar registration page to be as conversion-oriented as possible, you must include these five elements. They provide just the right amount of information for a visitor to make their decision. Right around now, you might be thinking that your webinar tool offers its own generic webinar registration page template. That should do the trick, right? Nope. You should never use your webinar tool’s landing page. Here’s why: • It doesn’t represent your company or brand; • It’s missing important elements that will hurt your conversion rates; • It’s generic and not professional-looking; • You can’t optimize it through split-testing; • You’re missing out on a post-conversion opportunity (more on this later). DOWNLOAD THE ULTIMATE WEBINAR TEMPLATE
  17. 17. 17Share Here’s a typical default landing page template from your webinar software. And here is a custom-built experience you could be providing visitors, incorporating the five elements of a high-converting landing page. This switch yielded us a 150% increase in conversions. “You should never use your webinar tool’s landing page.” Tweet This
  18. 18. 18Share Connecting Your Landing Page to Your Webinar Software Collect registrant information on a landing page built with a page builder like, say, Unbounce and connect it via Zapier to your webinar hosting software of choice (like GoToWebinar). It’s really that simple and the increase in conversions you’ll see is worth any extra hassle. Using the default webinar software registration page, we saw a conversion rate of approximately 23%. But since we started using our own custom pages and A/B testing, conversion rates are typically 60-70%. That’s a 150% increase in conversions. Case closed. Zapier allows you to connect your Unbounce webinar registration page to GoToWebinar via a “Zap.”
  19. 19. 19Share A/B Testing Your Landing Page When you’re first starting out, you should be focusing on getting your five landing page elements solidly in place. But you might find that after some time, you have ideas about how your page might perform better. Awesome. Take a read through The Ultimate Guide to A/B Testing, it’s a great resource to get you started optimizing your landing pages like a pro. Here are a couple examples of what we’ve tested in the past: • Outlining the description of the webinar in paragraph form versus bullet points. The bullet points resulted in 39% more registrations. • Adding a counter as an element of social proof to see if knowing how many people had already registered would motivate others to sign up. The page with the counter had 21% fewer registrations than the page without it. Although we did achieve statistical significance on these tests, there are no hard and fast rules for what will convert for you and your visitors. Always run tests for yourself to be sure you’re not missing out on opportunities to increase your conversion rate.
  20. 20. 20Share PRO TIP Asking people to participate in advance (by submitting questions, for example) is a great way to help build out the webinar content and get extra “buy-in” from registrants. For our Science of Landing Pages webinar, we asked registrants to submit a landing page for a live critique, received 500 landing page submissions and saw a 20% increase in attendance.
  21. 21. 21Share Step 5 Never Miss a Post-Conversion Opportunity You’ve successfully convinced your visitor to register for your webinar. Well done! Don’t neglect your confirmation page (also referred to as a “Thank you” page), they are a seriously undervalued marketing opportunity. Because they’ve already put their trust in you (by filling out your form, for example), the people who reach your confirmation pages are warm, qualified and willing to engage with your content. After the conversion, when they’re still hot for you, offer more. Offer a “next step” to leads who have already self- selected as being highly qualified. Most people like direction, and this is your opportunity for subtle follow-up marketing. The key word here is “subtle” – you don’t want to oversell. Rather, offer them something of value to exceed their expectations. By including a form to subscribe to the Unbounce Blog on our webinar registration confirmation page, we grew our blog subscriber list by 60% in just two webinars. KISSmetrics turned webinars into their #1 acquisition channel using a similar post-conversion tactic. It’s true: Post-Conversion Strategy is a beautiful thing. Here’s an example of what someone who has just filled out your form might see. This tactic gave us an increase in blog subscribers of 60% in just two webinar campaigns.
  22. 22. 22Share 6 Post-Conversion Marketing Ideas for Your Thank You Page You have a blank page to work with and a few precious seconds to direct your new lead. Here are six post-conversion ideas that you can use: 1. Ask them to follow you via social media (Twitter, Facebook) to learn about other opportunities. 2. Give them a discount code or coupon. 3. Send them to an important “What to Do Next” page. 4. Ask them to subscribe to your super valuable (and related) newsletter. 5. Ask them to subscribe to an email drip campaign like a course on a similar topic. 6. Ask them to subscribe to your blog to continue learning. You get the idea... “After the conversion, when they’re still hot for you, offer more.” Tweet This What’s Next? SUBSCRIBE
  23. 23. 23Share Step 6 Build Your “Offering” Landing Page Using the five elements of a high-converting landing page, it’s time to build another page that will be used strategically throughout your webinar campaign. This page is all about promoting your product or service. New business is after all the goal of these webinars, right? Your offering landing page should be tied to the webinar content in some way so that it’s immediately obvious why your product or service is the solution they’re looking for. Remember, they’ve already expressed interest in your webinar topic so they’re likely looking to implement what the webinar will teach them. Well, there you are – or rather, your landing page is – with the solution. This is an example of an Unbounce landing page we use for webinar registrants and attendees to try our platform. Because it’s dedicated to a webinar on lead generation, there is a strong message match between the webinar content and the offer, which helps us to be as relevant as possible to the visitor who lands here.
  24. 24. 24Share Landing Page Optimization Tip: Message Match Make sure there is a strong message match between your webinar marketing and your business’s offering landing page. Message match is a measure of how well your landing page matches the marketing experience that took visitors to the page. For the best visitor experience possible, reinforce why visitors have landed there, where they came from and that they’re in the right place. In the case of the example on the previous page, the “offering” landing page was tied to a webinar about lead generation. We used “lead generation” copy in the headline, sub- heading and CTA to ensure a strong message match between traffic source – our lead gen webinar (pictured to the right) – and our offering page.
  25. 25. 25Share Step 7 Tailor Your Social Marketing The time has come in your webinar marketing campaign to start driving traffic to your registration landing page. Though you might immediately look to email, social networks are a big opportunity for people new to your company to see you shine. If you just keep talking to the same people over and over again in their inbox, you’ll never reach as wide an audience as you could. Besides, if your guest jumps on board with this part of the campaign, this might be your only opportunity to appeal to their community. Every social network has its own benefits and should be tackled individually. Blasting every channel with the same message and format from your fancy social publishing tool won’t get you great results. Take each social network as an opportunity to reach new audiences and make the biggest impact you can. Here’s what a typical webinar announcement on Google+ might look like.
  26. 26. 26Share Here are some ways to best leverage each social network: Twitter • Attach images to your tweets: It’s a great way to help them stand out among the thousands, or even tens of thousands of other tweets a potential registrant will see in a day. • Use a hashtag before, during and after the webinar (ours is #unwebinar) to engage with the community and gather some great testimonials for future webinar marketing. • Don’t be afraid to tweet a few times leading up to your event. You may want to cover the most popular times of day that your followers are most active (like early morning, mid-day and late at night). • Spread out your tweets over the course of your campaign. Tweeting once or twice per day in the weeks and days leading up to your event, and then picking up the pace closer to “On Air” time should be plenty. • Use urgency tactics like “Last Chance” and “Only one hour left, there’s still room to register!” This can go a long way in encouraging last-minuters on event day, and also warn your followers that your stream is about to be dedicated to your webinar. Using images in your tweets is a powerful way to draw attention to your webinar.
  27. 27. 27Share Google+ • Create a Google+ event – the notification gets pushed to every one of your followers. Be sure to link to your registration page at the very start of the event description, making it clear that people must register on the landing page in order to be counted. • Post to relevant Google+ communities who focus on topics which will be covered in your webinar. No spamming! You will only hurt your chances of being taken seriously and you could risk being banned or reported. • Your giant cover photo is real estate you could take advantage of. Upload a promotional banner and put a link in the description to the registration landing page. An example of a Google+ event we’ve used to encourage registration for our webinars.
  28. 28. 28Share LinkedIn • Encourage your LinkedIn connections to spread the love about the webinar one to two weeks prior to the event. • Find a non-spammy way to promote your event in LinkedIn groups. As with Google+ communities, make sure the content of the webinar is super relevant to members. • Don’t forget to post your webinar to your company page. Here again, using images in your posts will help them stand out. Here’s an example of our webinar promotion on LinkedIn.
  29. 29. 29Share Facebook • Upload a new cover photo to promote your webinar (seen in example to the right). Use the image description and be sure to link out to the registration page. • Post a thought-provoking quote from the expert guest – linked to the registration page, of course. • Don’t spam! Facebook users tend to be particularly sensitive to oversharing and fans will unlike your page without a second thought. This is a great example of a Facebook cover photo being used to promote a webinar. Notice the description, and also not one but two links to the registration page.
  30. 30. 30Share Step 8 Secure Your Webinar with the “Invite” Email Email is the single most effective way to drive interest in your webinar and traffic to the registration page. In fact, we’ve found that 70% of all our webinar registrations come via our invitation emails. This is partially due to a list of people who are already familiar with us, but also because email is still one of the most powerful marketing communication tools. Double-, triple- and even quadruple-check that your email has no typos or broken links and that it clearly communicates your offer. One broken link and your webinar is at a serious disadvantage.
  31. 31. 31Share Your webinar invite email will have three points at which a conversion is made. This is where you should focus your attention: 1. The subject line needs to be clear and concise enough to describe what the webinar is about, and attention-grabbing enough to persuade someone to open it. We A/B test our email subject lines on almost every email we send. 2. The body copy should be concise and deliver the benefits of attending the webinar without being too long. We find that using humor is a great way to hold someone’s attention, but the tone you use will depend on your brand. 3. The call to action (CTA) linking to your registration landing page should be front and center. The text should describe what the person will get when they click the button – we often use “save my seat.” PRO TIPS • In every webinar email we include the following text: “Can’t attend the webinar? Register anyway and we’ll send you the recording.” We include this in some of our social sharing as well. Sure, it could hurt attendance since people won’t worry about missing it when the day comes, but registration (lead gen) improves dramatically, and no one feels like they’re missing out just because of their busy schedule. • Use a “PS” in your email. Links included here are often the most clicked of any link. We use the “PS” to link to our “offering” landing page, which gives visitors more information about our product. “Your webinar invite email will have three points at which a conversion is made.” Tweet This
  32. 32. 32Share Step 9 Set up Your Webinar Equipment This ebook is about webinar marketing, but here are some logistical tips to get you started: 1. You’ll need equipment like a mic and headphones Audio quality can make or break your webinar. Although the initial cost of purchasing a mic and webinar software might feel high to some, it’s an investment you can’t afford to skimp on. If the audio on your webinar is bad – or worse, interrupted during the broadcast – it will kill the credibility of the webinar you’ve worked so hard on. If there is only one person in each room on your webinars, a USB mic will do just fine. But if you plan on having multiple people (like an in-person guest), anticipate a more sophisticated setup. Some webinar software can be funny about accepting multiple audio inputs, which is a great example of the type of thing you want to test well ahead of time. 2. You’ll need software to professionally record, edit and upload your webinar content GoToWebinar is largely considered the standard for online presentations. That’s what we use and so some of the features we mention in this ebook are specific to GoToWebinar. If you’re worried about keeping things simple for attendees, you might want to consider using the most popular software you can afford. 3. You’ll want a dedicated space for holding your webinars This is where your equipment and software setup will stay permanently. Ideally, you’ll also mount studio foam on the walls to dampen any echo. Run through dress rehearsals of your webinar in this room, mimicking the exact setup you intend to use so you can avoid any embarrassing technical hiccups in front of a live crowd. Read more about the specific webinar equipment we use at Unbounce.
  33. 33. 33Share Step 10 Prepare Your Guest Set Expectations Your guest might be accustomed to being on webinars, but everyone runs theirs a little differently. Have a defined webinar schedule and send it to your guest in advance. It might look something like this: • 30 min before start time: Host and guest start testing audio levels and software • Start time to 5 min: Welcomes, housekeeping and intros • 5 min to 45 min: Guest takes over for presentation • 45 min to 60 min: Questions from attendees and wrap-up Help with the Slides Prepare slide templates for your guest in their preferred format (Keynote or PowerPoint, for example). Once they’re done adding their content, offer – or better yet, request – to go over them to ensure that the presentation is consistent with your audience’s expectations (explain that you want to make sure the webinar is a success). This gives you a chance to provide feedback and clean up any little errors you spot. Ideally, you want to make sure they’re keeping the promises you made in the webinar description. You also want to make sure that the presentation is on point and maintains momentum so that it keeps your audience’s attention. This isn’t usually an issue for a seasoned speaker, but remember that you know your audience better than anyone. It’s up to you to relay that knowledge to your guest.   Keep in mind that making sure your marketing goals are being met with their content is your responsibility, not theirs. It’s your job to ensure that your audience will see the link between the presentation and your product or service. At Unbounce, we make sure that our presenter ties their topic back to landing pages and conversion so we know it will resonate with our audience of conversion-focused marketers.
  34. 34. 34Share Step 11 Send the “Last Chance” Email Never underestimate the power of urgency. Sending a last minute email on the day before your event to email recipients who didn’t open the invitation email is a great way to generate additional registrations. In fact, we typically get about a third of our webinar registrants from this email. It’s important to segment your list carefully so you aren’t spamming anyone (kittens die, after all). Make it clear that this really is their last chance to learn about all the amazing stuff you’ll be teaching them. This second email doesn’t need new copy. It’s perfectly fine to use very similar messaging to your “Invite Email” (remember, they didn’t see it). This is a great opportunity to improve your email based on how the first email performed in terms of open rates and click rates. This is as much your last chance as it is the recipients’. Notice that twice in this email we mention that the webinar is tomorrow. We also change the email subject to include the words “Last Chance!”
  35. 35. 35Share Have a Dress Rehearsal How many times have you had a video chat go wrong? Now imagine adding screen sharing software, broadcasting capabilities, and a slide presentation. Add a second presenter with their own assumptions, script, knowledge of software (or lack thereof) and agenda. Mitigate the inevitable technical hiccups by doing a dry run a week before the webinar date. Use the same software and hardware you plan to use for the live broadcast. It’s also a good idea to get a third person to join the dry run as an attendee to confirm they have no audio or video troubles. Having a dress rehearsal also allows you or whoever is hosting the webinar to build a rapport with your guest and get a feel for the presentation flow. For example, you may want to ask how they feel about interjections or if they prefer to only accept questions at the very end. Ultimately, this serves to put the guest at ease, knowing that they’ll be taken good care of during the live event. “Making sure your marketing goals are being met is your responsibility, not theirs. It’s your job to ensure that your audience will see the link between the presentation and your product or service.” Tweet This
  36. 36. Part II The Live Event
  37. 37. 37Share Step 12 Host Your Webinar Gather Your Event Team Your setup will be partially determined by the webinar software you’re using, but having anywhere from 3-5 people on deck for your broadcast is ideal. If you thought running an amazing webinar was a one-man show, you were sadly mistaken. Oli and Ryan in our “studio” for one of our first Unwebinars. Never doubt the importance of having someone on the webinar who isn’t speaking/presenting. True story: I attended a webinar that had 10 full minutes of chirps of audio like a skipping record but the host and guest had no idea no one could hear them because they were (duh) busy hosting and guesting! Despite how hard you might try, you cannot talk and read (questions, comments, tweets) at the same time. “If you thought running an amazing webinar was a one-man show, you were sadly mistaken.” Tweet This
  38. 38. 38Share Here’s what your webinar dream team might look like: If you’re short on resources in your early webinar days, you can absolutely merge the last three roles like we did (ahem, moi), but be ready to break them out when the number of attendees picks up, since each role will need a lot more attention. 1. 2. 3. 4. 5. The Host is focused on engaging the audience and guest, interjecting at opportune moments to ask thoughtful questions and keep up momentum from start to finish. The Industry Expert Guest is presenting their heart out. The Sidekick furiously answers attendee questions that come in via the chat box and gathers good questions for the presenter to ask. Some webinars wait until the end to field questions, forcing the host to skim through them on the fly. That’s awkward. Having a sidekick allows your host and guest to focus on hosting and guesting. The Community Manager monitors the webinar hashtag on Twitter and fields questions from attendees. They are also a great person to gather up any URLs mentioned during the webinar for sharing immediately and in the follow-up email. The Manager keeps a bird’s-eye view, keeping an eye on audience attentiveness (a real-time meter in GoToWebinar which can give tons of insight into what’s working and what’s not), an eye on Twitter and the GTW question box in case any red flags are raised, and an ear on the audio quality and pace. If anything looks amiss, they find a way to fix it or pass info along to the presenters or sidekick.
  39. 39. 39Share Gather Feedback While we’re able to field attendee questions via the chat widget on GoToWebinar, we also encourage people to ask questions via Twitter using our #unwebinar hashtag so that some of the conversation takes place in public. Lately we’ve been asking our guests to stick around on Twitter for an hour or so after the presentation, which is a treat for attendees and provides the guest with instant feedback and satisfaction that the webinar was worth their while. Your webinar software might also have a feature that lets you deliver an exit survey when attendees leave the webinar. This is a great way to gather instant feedback. You might ask if they found the webinar helpful (if so, great – but if not, what can be improved?) and to see which topics attract the most qualified leads. PRO TIP Offer something more to do after the webinar is over. This is something we picked up from our friend Nemo at KISSmetrics. At the very start of our webinars we let attendees know that for anyone who is interested, we’ll be offering a demo of Unbounce after the webinar is over. On average about 40% of attendees stick around and continue to ask questions. Brilliant. This is a great opportunity to link to your “offering” landing page. We also allow our guests to present an offer of their own on one slide during the presentation. Record the Webinar Your webinar registrants and attendees will definitely want and certainly ask for the webinar recording. Make sure you press the “record webinar” button. You won’t make that mistake twice. In fact, to safeguard we often have more than one person record the webinar from separate locations.
  40. 40. 40Share Part III After the Event
  41. 41. 41Share Step 13 Fine-Tune Your Webinar Recording The recording of your webinar is one of the most important pieces of your webinar marketing. Don’t forget, you’ve promised the recording to everyone who registered and there’s no doubt that you’ll be asked a handful of times before, during and after the webinar when you’ll be sending the recording. If any glaring mistakes were made during the webinar, now’s your chance to edit those blemishes out. If you want to get fancy, you can also add special effects, splash pages, or CTAs into your video. When you’re happy with the video, upload it to your video player of choice (YouTube, Vimeo, Wistia, etc.). PRO TIP Video hosting services like YouTube give you the option to add comments and links strategically throughout your video recordings. Rewatch the webinar looking for opportunities where people might have liked to dig a little deeper into products or services (ahem, yours) and add them in as contextually as possible. Whatever you do, don’t overdo it. Depending on the length of the video, one or two should be enough or you’ll lose a ton of credibility and come across as spammy.
  42. 42. 42Share Step 14 Build the “Watch the Recording” Landing Page Even though the recording may be hosted by YouTube or Vimeo, create a landing page with the recording on it. On this landing page, include the title and description of the webinar, a nice large embed of the video, and a CTA linking to your “offering” landing page. Similar to the example to the right. This page will serve two very important audiences: 1. Webinar registrants and attendees from your webinar follow-up email 2. Those who request the recording later from your content repurposing (which we’ll get to soon)
  43. 43. 43Share The purpose of this page is also twofold: 1. It gives visitors a nice clean video-watching experience surrounded by the relevant information they need (like who is speaking, what will be covered, and how long the video might be). 2. There is a clear call-to-action button related exactly to the content of the webinar. The CTA sends visitors to your targeted “Offering” landing page, which is all about implementing what the webinar has just taught them (because the webinar topic was tied to your product or service and actionable, remember?). Though building this page would be very tempting to skip in the interest of saving time, don’t. Sure, you could just send people to Vimeo or YouTube, but that’s you directing them “out of your house,” so to speak. Your goal is not to send people away but to keep them engaged with your brand, your content and the pages you own and manage yourself. Besides, if you don’t create this page, you’ll miss out on the awesome lead gen potential that’s yet to come...
  44. 44. 44Share Step 15 Send the “Follow-up” Email I can’t stress this enough. If there’s one thing we know about webinars, it’s that people want the recording. Give them what they want. And unless your inbox can handle an influx of questions about when the recording will be available, be quick about it. First, move your list of registrants and attendees from your webinar software to your favorite email marketing tool. This should be as simple as an export and import. Next, segment your list so you can send targeted emails. For instance, “attended” vs. “did not attend,” “asked a question,” “raised their hand when you asked if they wanted a product demo”… you get the idea. Though we’ve tried many ways to slice and dice, we segment our list simply by “lead” vs. “customer.” This allows us to add a call to action linking to our “offering” landing page in our follow-up email to leads, but not to customers. Although these follow-up emails might not be the cleanest examples of “one page (or in this case, email), one purpose,” the goal is to deliver on what you’ve promised, and continue to exceed expectations. Just don’t forget your “Offering” landing page.
  45. 45. 45Share In your follow-up email you’ll include: • A quick recap - How the webinar went and what was covered. • The webinar recording - This links to the “webinar recording” landing page you created above. • The webinar slides - You’d be surprised how many times we’ve been asked for these. • Resources mentioned during the webinar - Gathered by your community manager. • A request for feedback about the webinar - Start a conversation! • A promotional offer from your guest (if any). • A CTA linking to your “offering” landing page (only if they’re leads, not already customers). PRO TIP Email your expert guest. Share the recording link with them. Ask them how their experience was. Give them some numbers on how it performed. Share feedback you’ve received. Shower them with compliments – they deserve it.
  46. 46. 46Share Step 16 Continue to Generate Leads After the Event Turn the “Register for the Webinar” Landing Page into a “Get the Recording” Landing Page If you’re a lead gen machine, now’s the time to repurpose your webinar registration page as a landing page where people can sign up to watch the recording. In your landing page tool, duplicate the “register for the webinar” page and on the new page change the copy to reflect the new goal, your new call to action: “Get the webinar recording.” Send those who complete the form to the “webinar recording” landing page you built (in step 14). By duplicating the page (rather than building a new one) you get to use the same URL for your “get the recording” page as you did for the initial registration page. This way, all the promotion you did prior to the webinar will now link to your new lead gen page. Magic.
  47. 47. 47Share Repurposing Your Webinar Content The opportunities for getting mileage out of your webinar recording don’t stop after you send the follow- up email. There are many ways you can repurpose your webinar to keep the content (and lead generation opportunities) alive: Create a follow-up blog post about the webinar where you break down key insights, answer attendee questions that were missed, and include tweetable quotes. Add a call to action or links within related blog posts which cover a similar topic, linking to the “get the recording” landing page. Turn the webinar into a podcast for people who prefer to consume content on the go. Add a link to the recording to your website’s resources library. Upload your video to YouTube so that it can be found organically through search. Share your slide deck on communities such as SlideShare. The possibilities for repurposing the webinar recording are endless. You just might find that your webinar recording is a gift that keeps on giving. “The opportunities for getting mileage out of your webinar recording don’t stop after you send the follow-up email.” 1. 2. 3. 4. 5. 6. Tweet This
  48. 48. 48Share Step 17 Measure the Results Use tweets about your webinars as social proof (one of the five landing page elements) on your registration and lead gen landing pages. Should you gauge the success of your webinars by the number of new clients or customers each webinar drives? Very likely. But to look only at that metric would be shortsighted. Striving to make each webinar an educational and entertaining experience for your audience is key for ensuring their long-term success.
  49. 49. 49Share Here are some things you might consider measuring to know if your webinars are working: • Registration – This one is easy to track on both your landing pages and your webinar software. We receive an average of 2,500 registrants per monthly webinar. If registration is ever a little lower, we usually know our topic or copy might not have been as good as it could have been.   • Attendance – This number is gathered during the live event. The standard attendance for webinars is 30% (70% no- shows). We typically see around 25%, since we heavily promote registering in order to get the recording (even if you can’t make the event). This keeps registration numbers high, but relative attendance a bit lower. • Attendee Satisfaction – Again, many webinar softwares will give you the option of running an exit survey. Asking for feedback on your event at this moment can be invaluable. For example, of the attendees surveyed in a recent webinar, 80% said the event was the highlight of their day. That’s awesome, but what could we have done for the other 20%? Bonus tip: It’s also a good idea to gather quotes from Twitter, which you can then use as social proof on your landing pages. • Polling Your Attendees – Through webinar surveys, we found that 41% of our webinar attendees are qualified leads. Knowing this helps us select relevant topics for our audience. • Your Conversion Goals – By using proper UTM codes throughout your campaigns, you should be able to tie each webinar campaign to your goal (whether it’s sign-ups, sales, consultation requests or whatever else). With proper tracking we were able to pinpoint webinars as our single most successful type of marketing campaign; over the last 20 months, they’ve been our #1 marketing channel for acquiring new customers.
  50. 50. 50Share Call to Action If webinars feel stale, outdated or too resource-intensive, it’s probably because you haven’t seen many marketers do them right. Having a detailed game plan like I’ve laid out in this ebook – from goals to creative assets to KPIs – will determine whether or not your webinars resonate and ultimately convert. In the end, webinar marketing is as simple as creating four landing pages, three emails and kick-ass content that people love so much they’ll thank you for it with their business. It’s a lot of work, but it’s worth it. - Georgiana Laudi Georgiana Laudi is the Director of Marketing at Unbounce. It’s not easy marketing to marketers, and she likes it that way. A former consultant, agency hired gun, brand manager and tech community organizer, Georgiana’s been cracking integrated web marketing across search, ecommerce, copy, email, social, product, analytics and usability for more than 10 years. Most days you can find her proving it’s possible to be a doer and a perfectionist. Find her on Twitter selectively tweeting about marketing at @ggiiaa. 
  51. 51. Ready to Start Marketing Revenue-Generating Webinars? You’ll need the right tools. With Unbounce, you can build webinar landing pages quickly and easily, without I.T. TRY UNBOUNCE FREE FOR 30 DAYS