Since the advent of webinars, product developer, internet marketers, digital experts, and what a view has milked the opportunities presented by this amazing strategy for marketing and branding.
To get the best return from webinars, one must be able to engage the right audience. Engaging the right audience starts from setting up the goals for the webinar, creating an engaging topic, designing the webinar, understanding the user persona, targeting the user via some online marketing strategies, etc.
The 10 Ways To Get Traffic to Your Next Webinar – The Ultimate Guide is designed to answer all these questions and many more. In this blog, I explained all the simple ways to set up a successful webinar.
What Are webinars?
Simply put, a webinar is a seminar conducted over the internet. Basically speaking, the primary purpose of a webinar is to present an informative topic in an engaging manner to others; however, some presenters may use webinars to network or promote a product by following up on participants through surveys, polling, email or questions that further additional collaboration.
Either way, you probably have one huge question — how do you get people to sign up? What’s the best way to get a good crowd?
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1. Set up a goal.
Ever read the quote “Regardless of how hard you work but if you are aiming for the wrong goal, then all that effort will only get you to the wrong destination faster. Imagine how disappointing that would be.”?
One does not just wake up and to set up a webinar and expect success. It doesn’t work that way here on the blue planet if it works on another star. To achieve any success with webinars, you must start by setting up your goals or objectives?
Some questions that will help you create the right type of goals for your webinar are:
- What is the purpose of my webinar?
- Is the purpose of sales or for branding?
- What would a successful campaign mean to me?
Answering the above questions and many more would help you have a clear picture of what your goals are. Having clear and concise goals for your webinars is a good way to start. It also helps you define what a successful campaign is to you, either by the number of attendees or sales generated.
2. Create or pick a killer topic.
The topic of your discussion is almost as important as your goal(s). Your topic of discussion is the singular tool that attracts your audience to sign up.
Creating a killer topic is important to your success as far as getting the right audience is concerned. A few things to consider while creating a topic are:
- Is it engaging?
- Is it information?
- Is it a trend?
- Does it provide answers to some specific problems?
- Are people interested in this topic at this season?
Your topic must be captivating, engaging and interesting not only to you but to your audience. You must also be able to solve or provide answers to some specific problems.
3. Create a user persona.
According to Wikipedia, A persona, in user-centered design and marketing is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. For example, depending on your goals and objectives, your user persona could be a 24-40 years female that lives in Toronto and interested in digital marketing strategies.
Creating a user persona helps later on in audience targetting and overall success.
A few things to consider while creating your persona are:
- The goals
- The gender or your audience
- The location of your audience
- The interests of your audience
- The economic class of your audience
4. Create a registration goal.
A registration goal is important because it helps you predict with great precision the number of people that will eventually attend your webinar. According to a report by ReadyTalk, only about 40%-50% of your registrants will eventually attend your webinar.
5. Set up an attendance goal.
Webinars typically get 40%-50% of pre-registrants to attend the live event. To determine how many registrants you need, you should think ahead to how many actual attendees you want.
6. Choose the right time of the day.
Like any other variable in marketing, the best time (and day) for your webinar should depend on your audience. A few questions to ask to determine the right time of the day are:
- Which time zone(s) do they live in?
- Do they work nine-to-five jobs, or are their daytime schedules more open?
That said, according to reports by ReadyTalk, the best time of the day seems to be between 10 AM and 1 PM but you must also experiment with different times of the day to get your best engaging time.
If you’re just starting out or have no clue what time works best, you can always ask. Include a field on your registration form that asks attendees to confirm the time slots that work best for them, and schedule your webinar based on that feedback.
7. Choose the right time of the week.
Please never host a webinar over the weekend.
A 2016 benchmark report by bizibl states that the best days for online meetings are Tuesdays and Wednesdays.
8. Create an informative landing page.
Be clear. Be honest. Be concise. Set the right expectations. Stir Excitement.
In order to convert your website traffic from traffic sources to registrants –> attendees –> Leads –> paying customers, you must create a comprehensive landing that clearly explains the following.
- Who the presenter(s) is/are – clearly showcase the names, pictures, and bio of your presenters and why they are important.
- What the webinar is about – explain what the webinar is about. Sometimes, highlighting the points in bullets can be very helpful and in turn enhance your the user experience of your registration page.
- When the webinar will hold – although this might seem obvious but you really must not give room to chances. I personally recommend that you show the time in at least three spots on your page so your visitors can remember.
- Where the webinar will be hosted – the next thing you want to show is where i.e. the webinar host URL. It is also important that you explain how your users will get to the link and connect with you.
- Why anyone should attend – The question you always want to answer is what will people be able to do after they leave your webinar that they weren’t able to prior to attending?
9. Remind. Remind. Remind.
According to available statistics and report, you should send at least 3 reminder emails to your audience before the date of the webinar and at least one more on the day of the webinar to remind them to join. This is simply because of two things:
- Many of your registrants signed up days/weeks before the actual event
- People forget things.
Sending reminders to your signups not only remind them of your event but also why they should attend and most importantly furnish your users with the link to get to your webinar. Carefully structure your email automation to get the best opening and CTRs.
10. Market your webinar.
The aforementioned will not yield much fruit if you fail to market your event. There are a number of ways and places to market your webinar online but my topmost three organic sources are email, youtube, and social networking. Other sources worth mentioning are blogs, forums, podcasts, visual aids, and event listings.