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.

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

Published in: Business, Technology

How to make webinars your #1 acquisition channel

  1. 1. How to Make Webinars Your #1 Acquisition Channel
  2. 2. Recording and slides will be emailed by the end of the week
  3. 3. try.unbounce.com/for-your-webinars
  4. 4. Stick around afterward Learn to use Unbounce to quickly build and publish targeted landing pages (without having to code)
  5. 5. Ryan Engley Director of Customer Success Unbounce @ryan_engley Join our chat on Twitter
  6. 6. Georgiana Laudi Director of Marketing Unbounce @ggiiaa Join our chat on Twitter
  7. 7. Webinars work
  8. 8. How We Got Started
  9. 9. How We Got Started Customer Success Marketing
  10. 10. Webinars became our #1 marketing channel in 2013 (followed by the blog, social, and ebooks)
  11. 11. The webinar process Topic & Guest Registration Before Invite Webinar During Follow-up After Repurpose & Reuse
  12. 12. Before the Webinar
  13. 13. The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  14. 14. Topic & Guest What does your community need help with?
  15. 15. Topic & Guest Who does your community look up to?
  16. 16. Topic & Guest What’s in it for your guest?
  17. 17. The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  18. 18. Marketing Copy • Webinar Title • Short Description • Your Guest What’s in it for attendees?
  19. 19. Marketing Copy • Webinar Title • Short Description • Your Guest What’s in it for attendees?
  20. 20. Marketing Copy • Webinar Title • Short Description • Your Guest What’s in it for attendees?
  21. 21. Marketing Copy • Webinar Title • Short Description • Your Guest What’s in it for attendees?
  22. 22. “Register for the Webinar” Landing Page vs.
  23. 23. “Register for the Webinar” Landing Page Don’t: Use the default webinar landing page
  24. 24. “Register for the Webinar” Landing Page Do: • 5 LP Elements • Ask for Participation • Connect your LP • ‘Always be Testing’
  25. 25. “Register for the Webinar” Landing Page Do: • 5 LP Elements • Ask for Participation • Connect your LP • ‘Always be Testing’ 1. 2. 3. 4. 5.
  26. 26. P IP! OT R “Register for the Webinar” Landing Page Do: • 5 LP Elements • Ask for Participation • Connect your LP • ‘Always be Testing’
  27. 27. P IP! OT R “Register for the Webinar” Landing Page Do: • 5 LP Elements • Ask for Participation • Connect your LP • ‘Always be Testing’
  28. 28. 39%
  29. 29. 21%
  30. 30. P IP! OT R Post-Conversion Opportunity
  31. 31. The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  32. 32. The Invitation Email(s)
  33. 33. The Invitation Email(s) • Subject line
  34. 34. The Invitation Email(s) • Subject line • Body copy
  35. 35. The Invitation Email(s) • Subject line • Body copy • Call-to-action
  36. 36. P IP! OT R The Invitation Email(s) • • • • • Subject line Body copy Call-to-action Alternative “PS”
  37. 37. P IP! OT R The Invitation Email(s) • • • • • Subject line Body copy Call-to-action Alternative “PS”
  38. 38. The “Offering” Landing Page
  39. 39. Going Social
  40. 40. The Webinar
  41. 41. Webinar Team 1. Host 2. Guest 3. Sidekick
  42. 42. Webinar Dream Team 1. 2. 3. 4. 5. Host Guest Sidekick Community Manager Manager
  43. 43. Engaging Your Audience
  44. 44. Engaging Your Audience io! ud A
  45. 45. Engaging Your Audience io! ud A Visua ls!
  46. 46. Engaging Your Audience Visua ls! io! ud A Banter!
  47. 47. After the Webinar
  48. 48. The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  49. 49. “Watch the Recording” Landing Page • Be quick! • Embed hosted video • CTA to your “Offering” LP
  50. 50. Webinar “Follow-Up” Email • • • • Recap Relevant links CTA to offer (if leads) Be quick!
  51. 51. The webinar process Topic & Guest Registration Invite Webinar Follow-up Repurpose & Reuse
  52. 52. P IP! OT R Make it Available Forevermore “Get the Recording” “Watch the Recording” w/ CTA “Offering”
  53. 53. P IP! OT R Rejig your Registration Landing Page “Register for the Webinar” “Get the Recording”
  54. 54. try.unbounce.com/for-your-webinars
  55. 55. Why Unbounce?
  56. 56. It’s fast Build your landing pages in hours – not weeks
  57. 57. You’re in control Build, publish and optimize on your terms
  58. 58. You’ll get better results Increase conversions with targeted pages & A/B testing

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