Many successful companies differentiate themselves from the competition and offer immense value to their customers by utilising the power of digital events. Real-time video broadcasting is taking online marketing to another level. StoneShot has helped launch 700+ web events, and now we will break down what is needed to create a seamless and successful webinar for your clients.
Launching a web event should not be a single team’s effort. Successful webinars require teams to work together. Collaboration is vital: marketing, product development and sales teams need to join their efforts for consistent representation of your product, service, business or brand.
Allowing teams to share their distinct views and goals will help to create cross-team objectives, great content and perfect execution. When teams are all working on the same page, it is much easier to achieve success.
Naturally, launching a webinar will require much preparation. Once you have the content planned out and approved by necessary stakeholders, there are many ways to make it visible online and attract registrations. Try the following methods:
- Email marketing
- Websites and landing pages
- Social media
- Promotions utilising external mediums
#1: Email Marketing is Fundamental for Your Webinar Success
It is necessary to add promotional emails to your marketing mix. Use your newsletters to promote your webinars and increase reach and visibility. Also, insert promotional boxes to the relevant product emails informing your readers about upcoming events too. Remember to start marketing your webinar in advance – you want to give some time for your readers to first notice the promotion and second research it and hopefully register.
Make sure you create engaging invitation emails. If you can, build automatic workflows using Marketing Automation or an Events Management solution for a well-targeted user journey. The webinar email cycle should not simply consist of one invitation, but it should also contain several reminders and notifications. Different emails should be triggered according to the stage that the prospects or clients are in your customer lifecycle. Make sure your reminders are different from the invitation too. Find various angles to promote the webinar and make the reader interested in the content, let him or her see the value and benefit of the webinar.
Make use of integration that your systems and tools can give you to achieve the best possible results. Therefore, StoneShot offers great integration with one of the leading online video platforms – Brightcove – to allow their customers to discover the full potential of video and email combination.
#2: Use your Websites and Landing Pages
If you can create custom landing pages for your web event – try to offer a seamless online journey to your customers, representing consistency in design and brand, messaging and even tone of voice.
Also, use your website to promote the upcoming webinars, create catchy visuals and engaging content to increase the visibility. Remember, your calls-to-action must be clear and easy to fulfil. The registration process should not be complicated and lengthy.
Integrate the actions your clients and prospects make on the websites and landing pages with automated email workflows for a flawless user experience.
#3: Discover the Potential of Social Media
Social media gives unlimited possibilities for businesses. Unfortunately, the complexities and restrictions of the financial services industry make it quite difficult to discover its benefits.
However, there are some social media channels that compliance may allow to add to your marketing strategies. For example, LinkedIn can offer accurate targeting of your professional audience.
Social media is engaging and will help to make your webinars stand out. Try out different channels and promotion types to find which one suits your business the best.
#4: Advertise Externally
Use appropriate opportunities to advertise your webinars externally or through third-parties. For example, placing a banner on a portal that your potential audience visits could be a great lead-magnet. If you are aiming to find new leads and prospects, external advertising could be a useful tool to add to your marketing strategy.
Make sure you research the potentials of the external advertiser: what reach it offers, how relevant the audience is and, of course, how cost-effective it is.
Keep it Valuable and Engaging
If you are launching a live webinar, try to keep it interesting and engaging. Reading from a script helps, however, make sure there is a mix of styles. Share your intended content, but use discussions and questions to keep your viewers entertained and interested in what you want to say.
Find the style that suits your niche the best. Allow your audience to ask questions – this way they can engage directly. Even if you answer only a few, you can review them in a post-launch email, or website content.
Interaction with your audience is key to great engagement. At the same time, you are going to build strong relationships with your viewers – who can become your potential clients, and generate returning visitors or registrants to your future webinars, events and other marketing campaigns.
Post-launch Activities are Equally Important
After the launch of your webinar, it is vital that you employ post-launch marketing. Deploy emails that thank the viewers for their time, send a ‘sorry you have missed our webinar’ message to the non-attendees, share the FAQs, event recordings and engaging summaries. Use the opportunity to highlight the value that viewers got, and promote other upcoming webinars or articles that can be of benefit to them.
Update your websites or landing pages with relevant, but still engaging content promoting post-event materials. Don’t forget to use social media channels to do the same.
Metrics and Data for Further Optimisation
Collecting metrics and analysing your results are crucial to being successful. If your systems are integrated, it is much easier to see the 360° view of your performance. Without the synchronisation of systems, you will need to put more manual work to combine the data collected from different platforms: the video data as well as all metrics from your marketing activities.
Make sure the information is accessible to all the teams involved – may it be sales or marketing. The success of your upcoming web events, their strategies, goals and implementation techniques depend on continuous analysis and optimisation.
Interested in launching an event with StoneShot, and want to learn more? Reach out to us here: firstname.lastname@example.org
In the meantime, check out our latest web events.