10 Strategies to Effectively Promote Your Webinar

Know Your Audience

One of the foundations of promoting a webinar is understanding your target audience and the type of content they’re interested in seeing. Spend some time getting familiar with different types of webinars and don’t hesitate to poll your current audience on which they’d be most interested in. 

Some audiences might prefer educational or panel webinars, while others might be more interested in a live Q&A. Once you’ve nailed down the right format, consider how to present the material in a way that will keep your audience engaged and delighted. Strive to make your webinar the type of event attendees will want to pass along to friends if you release a post-event recording. 

Create a Compelling Title and Description

Never underestimate the importance of a catchy webinar title and description. You don’t just want to get the word out about your upcoming event, you want to convince people to add it to their calendars. Much like email subjects, crafting a solid webinar title comes down to keeping things short, yet sweet. 

While using relevant keywords can help increase search impressions, it’s also important that your title contains your unique value proposition. Tell your audience exactly what they’ll get in exchange for their time. 

Whether it’s learning a valuable new skill or solving a problem, give them a reason to save the date. Then use your description to further delight readers by giving them a sneak peek at your webinar’s biggest draws. 

Leverage Email Marketing

You know those lead capture forms you’ve been using to collect email addresses? Now’s the time to cash in on all that effort by doing a little email marketing for your upcoming webinar. 

If your company uses segmented email lists, then spend the time creating persuasive invites designed to appeal to different audiences. Imagine, for instance, that your webinar was designed to break down how to use a new piece of marketing software. 

If your company segments email lists by age, you might send out an invite to recent college grads detailing how the software could help their resumes stand out. You might then send invites to more established professionals detailing how it could address pain points they’ve dealt with for years. Once you have a list of attendees, make sure you also send out email reminders leading up to the webinar itself. 

Utilize Social Media Channels

If you want to use your webinar to expand your current audience, then social media promotion is a great way to do it. When it comes to exactly how to promote a webinar on social media, the good news is that the possibilities are endless. 

That said, there are a few best practices worth considering:

• Consider running a paid ad campaign on the platform or platforms most relevant to your target audience. 
• Post to multiple social media platforms 
• Spread the word in relevant social media groups
• Use attention-grabbing images or videos
• Consider running short teasers or trailers
• Always interact with followers and answer any questions

Optimize Landing Pages and Registration Forms

No matter what marketing channel you’re using for webinar promotion, don’t include a link to your homepage and count viewers to hunt down the sign-up page on their own. If you’re lucky enough to get a prospective attendee's attention, make sure you include a form or link that makes signing up as easy as possible.

If you use a link, direct it to a user-friendly landing page with clear and compelling call-to-action buttons. Keep the sign-up process simple and only collect the minimum amount of information needed. 

Collaborate with Influencers

There’s a good reason that influencer marketing has become all the rage lately – it works. Think about influencers in your niche or industry and look into the possibility of getting one or more of them on board. 

Guest appearances are amazing, but even a well-placed endorsement can go a long way. Don’t be afraid to reach out to your top choices and see if they’re open for collaboration opportunities. 

Offer Early Bird Registration Incentives

Another great way to promote webinar events is to create a sense of urgency. There are several ways to go about this, from mentioning that only a select number of spots are available to offering discounts for early bird sign-ups. 

You might even consider offering other small incentives to sign up before a certain date. Whether it be a free digital gift card or a chance to ask your headliner a question in the Q&A, sometimes a little extra push can go a long way.