How to Use Webinars & Events to Build Lasting Relationships with
Your Audience
Presented By:Caitlin Flask and Rachel Rosin
Act-on Software, Inc.
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How to Use Webinars & Events to Build Lasting Relationships with Your
Audience
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Association of Strategic Marketing, P.O. Box 509, Eau Claire, WI 54702-0509 | Telephone: 866.226.0828 | Fax: 715.833.3953Email: [email protected] | Web: www.associationofmarketing.org
Seminar ID: 400409
Prepared By:Caitlin Flask and Rachel Rosin
Act-on Software, Inc.
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How to Use Webinars & Events to Build Lasting Relationships with
Your Audience
1
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Rachel RosinSr. Manager, Digital
Marketing
Caitlin FlaskDigital Marketing
Manager
Today’s Agenda
• Planning webinars tailored to your target audience
• Effectively promoting webinars for increased engagement
• Leveraging and extending the life of your webinar content
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Over 60% of marketers are using webinars as a part of
their content marketing programs.
-Content Marketing Institute
Two-thirds of B2B Marketers cite webinars and online events as the
most effective method for generating leads and
marketing to prospects and customers.
-Content Marketing Institute
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Planning Webinars Tailored to Your Target
Audience
What’s Your Goal? Are you …
• Building your Brand
• Driving Demand
• Expanding Customer Relationships
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Support Graphics – Wheel BDE on BlueBuyer’s Journey
DemandBrand Expand
Informative Webinar Content
Validation Webinar Content
Educational Webinar Content
Example Webinar Topics
• Industry Education• Relevant News • Analyst Acclaim
Brand
• Product Demos• Q&A Meetings• Success Stories
Demand
• Product Features• Onboarding • Upsell Opportunities
Expand
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Webinar Formats
Educational Q&A Panelist Discussion
Workshop
• Lecture Style• 1-2 Presenters
*Can be pre-recorded
• Audience Driven• 1 Subject Expert• Skilled Moderator
• 3-5 Influencers• Skilled Moderator
• 1 Presenter• Screen share
Webinar Logistics
Speaker Schedule Platform/Tech
Rehearse!
• Clear Expectations• Set date• Meeting invite
• Date of Webinar• Date of Rehearsal• Date Slides are Due• Promotion Schedule
• On24• Web-Ex• GoToWebinar• ReadyTalk
• Quiet Room• Stable Internet • No Mobile Phones
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Effectively promoting webinars for increased
engagement
Forms & Landing Pages
• Keep the form fields brief (6-8 fields)
• Copy should be compelling, solve a pain point
• Introduce the speakers
• Use UTM Attribution in URLs for multi channel promotion
• Use an autoresponder
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Confirmation Landing Pages
• Use a confirmation page to confirm the submit
• Include details needed to attend the event.
Invitations• Make your copy as short as possible, and
use images
• Make registering for the event your only call to action
• Choose your list thoughtfully
• Set your email cadence and frequency
• Use an Automated Program to send your emails
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QUICK TIPSEmail Best Practices
• Be congruent with your subject line and pre-header text
• Try personalization
• Best send dates: Tuesday & Wednesday
• Tell your audience what they will receive afterwards
• Be sure to keep your lists clean for optimal deliverability
Driving Registrations and Attendance
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Driving Registration & Attendance
• Use social channels to promote
• Provide links to registration in email subject lines
• Promote on your website events page
• Write a blog post about the topic – use webinar at the CTA
• Send a reminder email a few hours before the event to all registrants
BONUS: Encourage your audience to register for the event to receive an on-demand recording even if they can’t attend live!
REMEMBER
At the conclusion of your webinar, send a follow up to
all registrants with any promised assets.
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Leveraging and extending the life of your webinar
content
Recycle, Reuse, Repurpose!
The Rule of Four:
• Blog post
• Infographic
• eBook
• On-Demand Video
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It’s Ridiculously Simple …
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Click Play!
iFrame Form Appears
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Test Your Gating Methods
Quick Tips:
• Start with identifying your goal
• Don’t wait until the last minute to plan logistics
• Automate your promotions
• Utilize multi-channel promotion
• Let your webinars live on
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Questions?
www.act-on.com@ActOnSoftware | #ActOnSW
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Notes