Date and time of the webinar
Sounds obvious, but it’s an easy one to forget! Remember to include multiple dates/time zones if appropriate.
Whether it’s available live and on-demand
Providing it on-demand can catch people who can’t make the live date, and gives you an asset to market once the live event has passed.
The line-up of presenters and panellists
Create a short, compelling bio for each. Why are they qualified to discuss the subject, what will they teach the audience?
Ask registrants to submit questions in advance
Increase engagement and the likelihood of a registrant attending live by providing a text box for questions.
Tell them exactly what they’ll get from attending
Be really clear, and concise, about the benefits of attending. A bullet point list of the ‘5 things you’ll learn about…’ or ‘Discover how to …’ will communicate the core message succinctly.
Be adventurous with your CTA
Don’t automatically settle for ‘sign up now’ or ‘register to attend’. Use a CTA that draws on your panellists’ expertise, or make it sound interactive and inclusive. Examples include ‘hear from the experts’, ‘join the debate’, ‘have your say’, ‘learn how to (do something)’’.
Don’t forget the 5 Ws
Do a final check of your copy to make sure you’ve got the essential information covered:
Who? (line-up of panellists)
When? (date and time)
Whom? (who should attend)
What effect? (what they’ll learn)
A series of 140 character pre-written tweets
A series of Facebook, LinkedIn and other social media posts
Copy for a dedicated email blast
Imagery – pictures of the panellists, and other imagery to illustrate the topic/add interest
A blog post for your website
Copy for your website
A registration confirmation email that is sent immediately after registration. It should include:
– Clear information on how to join the webinar
– What software/equipment with links to download or access the webinar
– Add-to-Calendar buttons, and a reminder of the date and time
– A reminder of why they should attend – what theyâ€™ll learn and from whom
Schedule your pre-written tweets and social media updates over the 3-4 week marketing period leading up to the webinar.
Ask your panellist(s) to write a guest blog post about the webinar, and why your audience will find it useful to attend.
Create pre-written tweets and social updates and send to panellists to promote the webinar on their own social media accounts.
Create an email blast to your current customers and prospects. Make sure you entice them to attend by promising exclusive expert information (from the panellists), practical takeaways and quick wins.
Give your panellists pre-written copy and content to use in email newsletters sent to their own network of contacts.
Add content to your website that will encourage registrations; it might be a blog post, a news section update or a piece on your homepage. Donâ€™t forget a clear CTA that links directly to the webinar landing page.
Add a brief introduction to the webinar and a CTA to your sales and other customer-facing employee email signatures.
Use your email marketing systemâ€™s automation to send reminder emails to anyone who registers. Or if you donâ€™t have automation, add a reminder to your calendar. We suggest sending two reminders, one the day before, and the second, one hour before.
In the run up to the webinar send registrants additional related content, such as an existing whitepaper or other content that covers something connected to the webinar topic. This keeps your registrant warm and engaged, decreasing drop-outs on the day.