How to Fill the (Web)room: The Webinar Marketing Checklist

 In B2B Engagement Marketing, Uncategorized, Webinars

Savvy marketers across all industries are increasingly using webinars to reach their target audiences and build relationships with prospects through both live and on-demand content. Capabilities such as presenter-to-audience messaging, social sharing, audience polls, and embeddable widgets create an engaging experience and make webinars one of the few marketing tools with an average engagement time of more than 40 minutes per viewing.

Before the audience has a chance to be engaged, marketers must first identify and create the content that interests their audience and invite people to attend. Use the following checklist to promote your content to your target audience and build an engaged and active community:

  • Email. Send three pre-event emails – two weeks out, a week before and on the day before or day of the event – to capture an optimal number of pre-registrations while staying top of mind without annoying recipients. Post-event emails for on-demand viewing are most effective right after the live event. Optimize the content and format of your emails as well as the lists they are sent to for best results.
  • Social media. Post a description of your webinar along with a link on your social media profiles. Pre-event tweets are a great way to increase your content’s exposure to a larger audience, as thought leaders and interested followers retweet your tweet to their own followers. Track all links to gain insight into the lifespan of your webinar promotion on Twitter.
  • Live tweets. Why do presenters use hashtags to encourage audiences to tweet during an event? Because live tweeting is very effective at motivating people to engage with content. Equip your webinar with a hashtag and tweet valuable insights or actionable advice that can be gained by watching the webinar.
  • Embed widgets. Player embeds and widgets allow you to distribute webinars across different channels with minimal effort. Widgets allow one-click access to subscribers and capture insight in the same way as the traditional BrightTALK player and can be placed on company websites, relevant blogs and other online venues to create a natural branded experience.
  • SEO. Having a landing page for your webinar that’s optimized for search is crucial because it will make it easier for business professionals online to find your content organically. It will also help you build mind share with your audience as they see your content in the context of your brand.
  • Publish content on BrightTALK. Using BrightTALK as your webinar and video provider automatically opts your content into the BrightTALK content network. As people browse BrightTALK, they find your content and appear as “free BrightTALK referrals” in your channel manager dashboard. It’s an easy way to increase your audience and reach relevant professionals.

With all of these promotions, it is important to remember to track and measure, so that you can understand the relative performance of different tools and the different factors that determine the effectiveness of each. Analyze the data you obtain on impressions/opens, clicks and registrations to gain a complete view of the return on investment of your promotions. Aggregate this data to present the return on investment of your webinars.