Step by step: 36 Webinar Promotion Tactics

You, your employees, and your company are already sending emails every day. Either automatically via your service, or manually from your own email box.

Adding your upcoming webinars page to your signature will increase your partners and customer's awareness of these webinars and can grow your audience in the long run.

If you can, create a widget from your upcoming webinars page and embed it at strategic places on your website, blog, or even specific articles in your blog.

Directing people to your webinar promotion page is great... But in specific contexts, it can be even better to just have the registration form embedded into another page.

For example in a blog post announcing the webinar, you could directly embed the form to drive more registrations and avoid losing people by directing them to another page.

No matter how obvious this one seems, we're seeing a surprisingly high number of our clients underestimating it, or simply not doing it at all.

Posting the announcement tweet and following it up with a few reminders can really help raise awareness on your upcoming webinar.

Depending on how you manage your accounts, this may or may not be possible for you. But what better way to give visibility to your upcoming webinar than by instantly showing it to visitors of your social media accounts?

The first social media communication post you create should contain all the information needed so that you can reuse it during all the time preceding the webinar.

One of the ways to reuse it is to simply pin it to your Twitter account and/or Facebook page. This will effectively make it the first communication visitors see from you.

The algorithms powering LinkedIn's feed are fairly easy to use to your advantage. With just a few likes and comments to give your post a headstart, you may be propelling its visibility by a few thousands of views.

LinkedIn can help push the visibility of your upcoming webinar even further. Depending on your webinar software, you may be able to send registrants directly from your LinkedIn events.

Influencer marketing is a topic in itself. But no matter your webinar's topic, there is probably a community of incluencers that would be happy to talk about it.

Depending on the industry and scope of the webinar, perhaps considering a paid webinar promotion partnership with some of these influencers would be worth considering.

For webinar promotion and webinar ideas alike, partnering with companies with a similar customer base than yours can work great. This way you can host a webinar on a topic connected to your business while having an expert talk about it.

This will also work great for joint promotion as the other company will also promote your webinar.

The internet is full of communities, gathering around any topic you can tink of.

Be it on LinkedIn, Facebook, Reddit, or specialized sites, there are communities out there that will be interested in your webinar's topic. But be mindful not to promote your webinar aggressively and right from the start. The right idea would be to join the community and actively participate as an interested member, and to provide added value when talking about your upcoming webinar.

Some sites, including Facebook and LinkedIn, allow to run ads that direct to a form instead of your website. Usually, these types of campaigns are called Lead Generation campaigns.

As getting registrant information is one of the main objectives of running a webinar, these kinds of ads can be more interesting for your webinar promotion than say, ads linking to your registration page.

If you've promoted events before, you'll know that using paid is effective. It's even more powerful when promoting webinars, as they're typically delocalized, allowing registrants to participate from anywhere.

We covered sending an outreach email newsletter, but messaging your existing base is important too depending on the type of webinar you want to promote.

If you're bulding an app, set up a message that will display for users relevant to your upcoming webinar.

Your support and sales teams are in perpetual contact with clients and leads. Sometimes, your webinar will be a great fit for more context and explanations on a certain topic a user asked about. Sometimes, it will help a potential buyer make a decision.

So, getting your teams to mention it when the occasion arises can really help boost registrations.

We mentioned Intercom and similar apps to manage conversations with customers and prospects. Almost all of them allow you to add and customize an auto-responder message when someone initiates a chat conversation.

Consider adding your webinar there if it provides value in this context.

Email is a powerful tool to reach your audience. But the same advice applies than with the email outreach: you need to target your emails and tailor them specifically to the group you'll send them too. You also want them to have an engaging copy and overall design.

Think of using high-converting email titles like "save your spot", without pushing it too far either!

This applies to demo webinars for SaaS businesses. If you often run demo sessions to onboard new customers, it may be a good idea to promote your webinars in the automated onboarding emails you send to new users upon registration.

Similarly to reminders before the event, make sure to remind all the registrants at the time the webinar is about to start.

Ideally, you already have created content around your webinar's topic, so you can piggyback on it and spread it over a series of emails to your registrants so they can start digging into it.

After sending any email campaigns, you should have a look at the results. Get a sense of your open and click success rate, and try to correct email bounces and any other kinds of errors that may arise.

Open up the analytics on your past webinars to see the engagement rate of your participants throughout the webinar. Look for peak levels of engagement as well as low engagement ones. If some moments stand out, you should probably rethink your webinar's content, its duration, or perhaps its pace.

After the webinar is done, the replay becomes your greatest asset. You can use it to promote future sessions, cut promotional videos from it... You can also use replays of your most successful sessions to pitch potential partners on future webinar series.

When hosting reocurring webinars, it is import to reevaluate their content on a regular basis. Collecting feedbacks from actual webinar participants is a great place to start. You can do so either directly at the end of the webinar with a poll, or in one follow up email after the webinar is over.