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How to successfully get attendees for your webinar in 6 steps

Just having a great topic for a webinar won’t get you participants right away. You’ll have to promote your webinar to the right audience. And getting webinar registrations for your webinar is a challenging task. How do you make sure that your target audience is aware of your upcoming webinar and get them to attend it? Follow us along with these 6 tips for your webinar promotion. When following this step-by-step plan, you will significantly increase the chance of finding the audience you’re looking for.

1. Determine exactly what the subject of the webinar is

Once you have defined the topic of the webinar it is all about finding the right participants. You have to write a concise subject line which resonates with your target audience. The key is to keep this headline short and simple. Followed by a clear description of the topics you are going to discuss in the webinar.

Your header and description can be used in the invitation. It’s a good idea to test different headlines to see which one resonated best with your audience.

This is an example of a successful description:

There are millions of people with good ideas, but few bring this into practice. Many are held back by the fear of the unknown and the securities they have in their permanent jobs. The same was true for the initiators of Proinvestment. For years they worked for a boss, but they felt that things could be done differently and took the step.

During this webinar Jim Tehupuring (known from RTLZ and DFT) explains how they went from idea, to concept, to development and finally go-live. What was their focus when building, what obstacles have they encountered and how can you increase your effectiveness? You will get an exclusive, behind the scenes view of their journey and you will learn how you benefit from their journey in your own work. Cause going ‘live’ with your project is one thing, without clients you are nowhere.

That’s why during this webinar we’ll be putting Jim Tehupuring to the test about what steps there are to market their product successfully which will certainly inspire you.

This makes the description good:

• Recognition: many people are afraid to quit their job
• A ‘hero’: someone who has already walked the path of entrepreneurship and has built up authority in this area.
• The hero has a story: it’s not all roses. This makes it realistic and attractive
• Exclusivity: we get a glimpse behind the scenes
• Direct connection: we can ask the main presenter questions, which normally wouldn’t be possible
• Inspiration: We get something out of it ourselves, namely new ideas.

3 examples of a good headline

• ING – Want to start investing without any worries?
• UWV – Applying without appropriate work experience – it’s possible!
• RTLZ – The Big Cryptoshow

2. Determine your target audience very accurately

You need to know your target audience to understand what is of interest for them. Especially when you want to get leads and sales out of your webinar you have to make sure the audience can relate to the topic of the webinar. So you have to ask yourself what kind of things they work with. Where are they ineffective or lack experience? What are their struggles in relation to the topic you want to address in the webinar? 

In such cases, it helps to determine your target audience as precisely as possible. Don’t be afraid to think ‘niche’. For example; It is better to opt for: woman, 25-35 years old, independent lawyer’, than for ‘female entrepreneurs’. The more specific you can be on your target audience the easier to promote your webinar to your target audience.

3. Choose the right marketing for your webinar promotion

Once you’ve determined your target audience, you will be able more easily to define which marketing channels they are using. In our experience, these two channels are the most successful:

Create an automated Email campaign

Create an automated email campaign based on your segmentation. In this way you can segment your subscriber list based on what’s most important to your particular audience. This not only helps to drive webinar registrations but also builds relationships with your database.

The option for automated email campaigns will probably result in the most participants for your webinar. Tip: send the mail at least 2 weeks before the webinar takes place.

Social media campaigning

Social media is often a great opportunity to promote your webinars. Posting the announcement on Twitter, Linkedin, and Facebook and following it up with a couple of reminders will definitely help raise awareness on your upcoming webinar.

Track your activities

It’s important to know from which channel the registrations have come. With this knowledge you can choose to give a certain message more attention. Or change your messaging. You can use URL parameters to track your traffic. Parameters are added to the end of a URL and they are great for traffic tracking. Google has built a handy tool where you can easily add campaign parameters to URLs so you can measure which campaign has worked best for attracting webinar registrations. 

Important: Do you offer the possibility to watch the webinar on demand? Never share this in the mailing. If you mention this, there will be fewer live participants.

How many participants can you expect? Based on Online Seminars’ experience, you can rely on the following figures. Of the total number of people you invite, 5% actually register for the webinar. Of the number of applications, an average of 70% actually participate in the webinar. Suppose you have invited 1,000 people via your own mailing list, then you can assume that 35 people view the webinar. Of course, these figures are not applicable in the case of compulsory e-learning, among others.

4. Make sure you have a simple registration procedure

When it’s difficult to register, some people still drop out. Therefore, choose:

• A recognizable logo. Especially with webinar series, or recurring topics. This creates trust and recognition.
• A short registration form. For example, only ask for the name, mail address and phone number.
• Clear specifications about the date and time of the webinar.
• A confirmation email.

Tip: You can ask an extra question to the participants in the registration form. You can then use the information in the webinar. Remember though, only ask a question if you actually use the input.

5. Send a reminder

It often happens that people who sign up for a webinar but don’t put it in their agenda. Then they forget it on the day itself. It’s therefore useful to remind people who have signed up for a webinar. Using the self service platform of Online Seminar, you can send a reminder by email about 24 hours in advance. Just before the webinar, people who have registered receive a reminder by text message.

6. Evaluate your webinar promotion efforts

Even if it was an occasional webinar, it’s still wise to evaluate the marketing efforts and the webinar itself. Which message was most successful if you used more than one? Where did most of the participants come from? How big was the difference between the number of applications and the number of people that actually watched at? As an organization, you can use all of this information for the next webinar or in further marketing.

But to be able to gain data you need to start so plan, create and broadcast your webinar today.