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Don’t Lose Before You Start: Content Marketing for Webinars

Today, we’re going to talk about virtual event marketing, specifically content marketing for webinars and other events. This has been a crazy weakness and we’ve seen a lot more virtual events lately. There were a lot of webinars at the start of quarantine. And that was okay, but…I’m willing to bet you have been in a boring webinar in the last like 6 months. I have,  though I didn’t stay there very long. I’m sure I am not alone. 

content marketing for webinars

How to Better Market Your Virtual Events

So today I wanted to talk to you about how we can better market these events for B2B companies. Webinars can be a really good opportunity for anybody who has a more sophisticated audience, but people aren’t going to show up if you don’t market them. They might even sign up, but if you don’t keep them excited, they’re not showing up. And who here has the time to watch the recordings that everybody keeps sending you? Not me. 

So let’s get right into it because I’ve got a lot of different channels to cover, and I want to make sure I give you the best information possible.

Generate Content for Your Blog and Website 

First things first, you definitely want to create a banner/header for your site, so that your webinar is front and center. 

You might also consider an exit intent pop up. Now, I know all of us are like, “Ugh, pop ups…” But they’re proven to work! And maybe it is just that little reminder that somebody needs, so make sure you put some effort into that popup if you decide to use one. 

Don’t Forget The Landing Page

Then of course, you’ve got to have a landing page for your webinar, but we’re going to get more into them later. What I really wanted to focus on was blog posts. I’m not seeing enough companies do this. Maybe it’s because they’re instantly coming up with events and webinars off the cuff, but try to get out at least 2 blog posts that relate to the topics your event is covering. 

That will help you create some value-focused social media posts that can go back and drive traffic not just to your website, but also to the landing page for your event.

That’s because you’re going to be able to use those posts to generate interest in a certain topic, which gives your audience a little bit of pre-education opportunity, in addition to building a breadcrumb trail to your webinar if you choose to offer it as an evergreen webinar that people can sign up for on-demand.

Now you’ve got a blog post or two that also leads that way. It sets you up for great marketing right now and the future.

Keep People Excited With Your Email Marketing 

So of course there’s the reminder emails, but I promise that’s not all you’re supposed to do. Reminder emails are not the end-all be-all. 

What about your value emails? What about the excitement you can generate before people actually get to attend your event? What I’m talking about is not just emails to your already established list, but also emails to the people who have signed up. That applies especially if you’re starting to promote it and your webinar is about a month away. What are they doing to keep you excited? 

I just saw on my calendar that I apparently signed up for a LinkedIn webinar on September 10th. And I’m like, “When the heck did I sign up for this?” I mean, it still sounds interesting. I still want to do it, but when did I sign up for this?

And they haven’t sent me any emails about it since I signed up.

So if I was them, I would’ve been sending people value emails to keep them excited and pumped about it. Because as it is, I’m like, “I don’t even remember signing up for this. What if I don’t want to attend anymore?” 

Value emails can be repurposed as social media posts. It can be letting people know that you’ve created a new blog post that relates to the topic of the webinar. These are all options. So be sure to consider how you can use value in your email marketing to keep people excited. 

We did this at DTSQ for our webinar in April, which was about in-touch marketing during turbulent times. We sent out value emails, and we had over 50% attendance from the signups, which is really good

Connect With People Through Facebook and LinkedIn Events 

Of course you’re going to use your social media channels to market your webinar or virtual event, but have you considered Facebook and LinkedIn events? Most people say no.

They’re actually a great way to stay in touch with those who have agreed to come to your event, besides email. It’s also an opportunity to reach out to different people in your networks and actually connect with them. 

You can also upload value posts in the event itself, which then sends an alert to people who’ve been invited, those who have marked “maybe”, and people who’ve marked “going”.

You can post something like, ‘Hey, we’re getting ready to start. Be sure to check your spam folder.” And that can be another reminder for people.

So do not discount the value of these events, especially because you can post in them. 

You can also use places like Eventbrite. If you have a Meetup group, you can post it at Meetup. So just take advantage of all the different ways you can announce your event to generate interest and signups. 

Video Content Is Important

So video content is really where it’s at. I want to talk about two options here. 

Your Video Promo

I would get the video event promo done and out as soon as possible. It can be 15 – 30 seconds. You want it to be exciting. You want it to be punchy. I mean, I guess you want it mostly to line up with what you’re doing. So it could be more serious, because your topic is serious. 

I do video promos for my new podcast seasons, and so the last 2 promos have been very like, “Ooh, look at these people. They’re so cool.” That matches up with the tone of what I’m trying to convey. 

Livestream Q&A

Now, if you’re doing an event that has multiple speakers, then a livestream Q&A ahead of the event could be a really good idea. Or maybe not even a Q&A because sometimes people don’t attend live streams right in that moment. You can ask social media, “Hey, do you guys have any questions?” And use those questions in your live stream. 

You can then repurpose that livestream into smaller video clips for more promotion across social media and your other distribution channels.

So don’t discount livestreaming, even if you don’t have the coveted livestream ability on LinkedIn. I don’t have it. I want it, but they haven’t given it to me yet. But Facebook and YouTube livestreaming are all great options. 

Promos and Giveaways

Are there any giveaways and special promotions you can do in honor of your events? This could be giving away digital information, a physical product, a free consultation call, a free evaluation, etc. There’s all sorts of things that it could be, but the key is making sure it’s what your audience wants. 

Consider doing some sort of special promotion, like “If you sign up before this date, you get a discount” if your event is paid. This can be a great motivator for people. 

Do Not Forget Your Network Relationship Marketing 

You have a group of people that you can ask, “Hey, are you going to come to my event?” Ask them directly, send them an email or a text message, give them a call. Ask them directly for their help. 

Usually people assume you don’t need their help. If they see your social media post that says, “Hey, if you know anybody who can attend, ask them.” Most people just keep scrolling. They’re like, “Oh, they’re going to get tons of people. They don’t need my help.”

Directly contact these super fans in your network and ask them if they can help you get signups. That’s what we do; if I need help, I ask you. So don’t forget that. 

Also, if your event is paid and you have some tight network connections, you might consider giving them a referral link. Then they get a little something too. 

Utilize Retargeting Ads 

These are probably some of the easiest ones that you can set up, because you’re just retargeting people who came to your landing page. You don’t have to get fancy. You want to show anybody who came to your landing page an ad. If they didn’t sign up, you want to retarget them right now. 

This isn’t something you have to do. We didn’t run retargeting ads for our last webinar, and the attendance was great. But it is something to consider, especially if you have a little ad money in the budget. 

So don’t discount any of your tools, especially if you know the webinar’s going to be incredibly high-value. You want to reach the right people, and sometimes people on the landing page are just not ready to sign up yet. For whatever reason, you haven’t convinced them. 

Tell a Story on Your Landing Page

I’ve seen some pretty sparse landing pages. I’m not saying you shouldn’t have the form up front at the top. You definitely should, because there might be a super fan that will sign up as a given. They don’t need to see the rest, but maybe some people do. 

So you want to have your form above the fold so there’s no scrolling, then have a story, and then have the form again at the bottom/at different intervals. If you have any testimonials, if you’ve given a similar webinar talk before, use your testimonials embedded in the page. 

Make People Want to Give You Their Time

People think they don’t have to treat this like a sales page. You are asking people for their time. Do you know how many virtual events, webinars, summits, conferences, and every other thing are out there right now?

In my case, I have 4 kids. I’ve got goats, chickens, ducks and stuff. I’ve got stuff to do. So if I don’t feel like I’m really connecting with you and I don’t know you, why should I sign up for this? 

So you are asking me for something that’s actually more valuable than my money; you are asking for my time. And I am super tired of people wasting my time with virtual events. You gotta really convince me. 

Use your landing page to tell a story and touch the pain points of your target audience. This will help the right people be attracted to your event. And then you continue to nurture them by emailing them those value posts, showing them that you’re going to help them solve some type of problem or gain clarity, and then they’ll be excited to attend your event. 

And that’s what your marketing should do. Your marketing does not stop at the sign up. Keep the people who have signed up excited. 

So that is what I have for you today. That was Marketing Monday. Let me know if you have any other questions or if you found any of this helpful.

Did I give you a marketing channel that you hadn’t considered before?

Are you going to use virtual events now?

Tons of questions. I want all the answers.

content marketing for webinars