Webinars have become one of the most effective tools for marketers to generate leads and drive prospects through the buying cycle. Perhaps the biggest challenge for marketers today is driving registration and attendance to their events. In “How to Promote a World Class Webinar”, we highlight tips and best practices for promoting and driving registration for your webinars. In this webcast, you will learn: 1. How to build a webinar promotional strategy 2. Benchmarks on the best days and times to send promo emails 3. How to craft effective promo emails 4. Best practices on leveraging social media to drive webinar registration

1. How to Promote a
World-Class
Webinar
+

2. Agenda
1 Introduction
2 The Challenges of Webinar Registration
3 Promotion and Registration Benchmarks
4 The Inbound Marketing Playbook
5 Q&A
#WorldClassWebinar

3. Introduction
Mark Bornstein
Senior Director, Content Marketing
@4MarkB
Lisa Toner
Head of Relationship Marketing
@lisatoner13

4. Housekeeping Notes
 Slides and recording will be available after
 Questions on Twitter: #WorldClassWebinar
 Widgets
#WorldClassWebinar

5. Challenges of webinar registration &
attendance
#WorldClassWebinar

6. 1. Catch your prospects at a moment of
receptivity
#WorldClassWebinar

7. 2. Create content that isn’t all about
YOU.
#WorldClassWebinar

8. Promotion and Registration
Benchmarks.
#WorldClassWebinar

9. #WorldClassWebinar

10. #WorldClassWebinar

11. #WorldClassWebinar

12. So how do you promote a
World-Class Webinar?
#WorldClassWebinar

13. 1. Know Your Audience.
#WorldClassWebinar

14. Buyer Personas
Fictional characters
that represent your DREAM customers
#WorldClassWebinar

15. @HubSpot
Profile:
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess Mary loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
Marketing Mary
#WorldClassWebinar

16. 2. Create the Content.
#WorldClassWebinar

17. Address Problems/Pain-points

18. Address Problems/Pain-points
“10 Common Webinar Mistakes”
“7 Keys to Successful Webinars”
“Benchmarking your Demand
Generation Programs”“5 Best Practices for Virtual
Product Launches”
“Building your social media footprint”“How to Optimise Content Delivery”
“How to Drive Webinar Registration”

19. What’s already working for the topic?
Perform a topic search
#WorldClassWebinar

20. 3. Get the Message Out There.
#WorldClassWebinar

21. The Email Marketing Dilemma
#WorldClassWebinar

22. Email: 1 - Personalised emails improve
click-through rates by 14%.
#WorldClassWebinar

23. Clear Title, Strong Graphic
The first line must grab
Clear “Register Now” Button
Short and to-the-point
Use bullets, tease content
Show value of attending
Anatomy of a Great Email

24.  Disruptive, upset the status quo
 Address a specific pain-point or need
 Promise change
 Tease or titillate
 Short and concise
 Read well, phonetically interesting
 Feel personal
Email Tip 2 - Craft the Perfect Email
Subject Lines
#WorldClassWebinar

25. Emails without a
sidebar have a 4%
higher click through.
Spiceworks Study 2014
Email Tip 3 - Try Losing the Sidebar
#WorldClassWebinar

26. Email Tip 4 - Promote from Different Angles
#WorldClassWebinar

27. Email Tip 5 - Consistent Creative Across all
Communications
#WorldClassWebinar

28. 3 SOCIAL
MEDIA
PROMOTION
#WorldClassWebinar

29. Social Tip 1 - Create a custom hashtag
Before the webinar
- Custom hashtags allow
people to ask questions
and contribute to the
webinar
- Include the hashtag in
all social media updates,
email promotion, and in
slide footers
#WorldClassWebinar

30. Social Tip 2 - Make it easy to share your
webinar
- Top tool: https://clicktotweet.com/
#WorldClassWebinar

31. Social Tip 3 - Add it to Email Signatures
across the Organisation
Run a competition
to see who gets
the most sign ups!
#WorldClassWebinar

32. Integrate Social Media
Applications onto
confirmation pages
Enable registrants to put
webinar on their
business calendar
Social Tip 4 - Integrate Social Media Applications
#WorldClassWebinar

33. Social Tip 5 - Use LinkedIn in B2B
- Publish a blog post on LinkedIn to build some buzz around your
webinar.
- Use the search function in LinkedIn to find relevant and active
groups to promote your webinar in.
#WorldClassWebinar

34. Social Tip 6 - Update your social media
images
- Update cover
images on social
media to draw
even more
attention to your
webinar
#WorldClassWebinar

35. Other stuff - CTA Placement
Homepage
Blog posts

36. Other stuff - Guest Blogs
#WorldClassWebinar

37. QUESTIONS?

38. THANK YOU