Most people know that webinars can be a great lead generation machine. Hosting a webinar is a great way to promote your brand, product, and let people know about a solution to their problem that you have for them. During the webinar, you have the opportunity to engage with your audience and show them the value of your product.
If done correctly, it’s like locking someone in a room to talk to you. It works, but the question is, should you be driving paid leads to a webinar? Does it make sense to spend money on a webinar that might not have any return?
Average Deal Size
The first thing you should be thinking about is whether or not the deal size is big enough for you to spend any money on sales and marketing for a webinar. The whole point of hosting a webinar is to convert a lead into a paying customer right?
Most of the time your webinar might not have that many attendees. A lot of people sign up for webinars and just don’t show up when it comes to it. A lot of people leave in between webinars. It’s important that you invest into a webinar knowing what you can get out of it.
Let’s say you sell some sort of infomation product that is valued at $8000. If you can convert 2–3 paying customers out of a webinar, then you should definitely invest in a marketing budget for the webinar.
In addition to just the deal size, you have to consider the cost of producing a good webinar. Here’s a sample breakthrough, of course there are budget friendly solutions, but this is a sample:
Softwares needed to produce a webinar: $350
Equipments (Mics etc.): $200
Possible Staffing for creating slides etc.: $200
This does not count the time and other resources that you have to invest into creating a webinar such as creating landing pages and using landing page software etc.
Now let’s say you think it might be worthit or you know for a fact it will be a great return on investment, here are a couple ways you can promote your webinar.
If your webinar is more geared towards B2B, then Linkedin is a great place to post about your upcoming webinar. You can share it with your connections as well as join Linkedin groups related to your niche and share them over there.
This will allow you to reach a great audience that might already be experiencing a problem that your solution can solve.
One of the problems with Linkedin is that a lot of people will think of your post as spam, so try to be as active as possible in the groups before posting up your webinar. Provide free help and answer questions that other people ask in the group so that you can start engaging with your targeted audience early on.
Heck, you could even run Linkedin ads to get attendees.
Facebook groups is similar to Linkedin groups. A lot of people underestimate the power of a Facebook group for webinar promotion or content promotion in general. There are thousands of Facebook groups out there and depending on your niche, you might be able to find an active one.
The same goes for Facebook groups, don’t make it seem like you’re spamming. Instead, start sharing relevant content in the groups and start actively contributing so you can create an initial engagement.
Another thing you could do is run Facebook ads. I know a couple of friends that ran webinars for their e-courses and had great success with lead generation Facebook ad cards!
If you’re an active blogger, chances are that you have a list of email subscribers that you gathered over time. This is great and you should leverage this list for your webinar.
You can promote a new feature that your product is releasing or just do an email blast on an upcoming webinar you have. Make sure you list out all of the values that the lead can gain after watching your webinar, so that people will sign up. Always always always include a call to action for a registration link and make sure to send them reminders.
If you do not have a strong email list, you can always sponsor an email list within your range. Usually, these can go from a couple hundred dollars to a few thousands. Either way, it will get your message in front of the correct audience. A minimum amount of investment can come a long way!
Paid leads with email outreach
You can find highly targeted leads with a service like GrowthOK. Using us, you can tell us the type of ideal audience you are looking for and we’ll help you build that list of targeted prospects.
It’s a hands off solution that can work right off the bat with minimum investment. You can then take that same list that we build and put it into your advertising or retargeting campaigns for maximum success.
Do this by creating custom audiences in Facebook and set up those retargeting pexels! 🙂
Paid Acquisition (Ads)
I already mentioned Facebook Ads briefly above, but I’ll go a little bit more in-depth again.
I’ve tested ads for webinars on all types of ad platforms. The one that seems to work the most for me and many others is Facebook. The good thing about Facebook is that you do not necessary have to be driving a user directly to your site. You can target specifically at interest groups and only display your advertisement to those specific people.
The trick to running a great Facebook ad campaign for your webinar is to create an attractive picture. The ones that work well are the ones with your personal picture in it. People tend to click on those the most. Using Facebook’s custom audience is another great way to get your ad displayed in front of the correct people. If you’ve been marketing your Facebook page and building followers from the beginning, then you can always run a few sponsor post ads for fairly cheap.
This one might sound a bit weird, but it works. If you’re into outbound sales and you’re already sending out a ton of cold emails everyday, you might as well increase your engagement with your email signatures.
Did you know that most people that read your email will scroll to the end and take a look at the signature? I notice personally that 1 out of 5 people that I cold email would click on my Linkedin profile’s link in my signature.
Email signature marketing campaigns often have a much higher conversion rate than other types of paid advertising such as rich media (.27%) or overall display ads (.06%) according to Smart Insights. The average click through rate for email signature marketing campaigns is .5%, but some campaigns can reach upwards of 3%.
With that said, think about all the little things you can add to your signature to increase engagement. For me, it’s simply adding a link to my site and my linkedin profile. Due to this, most cold leads will view my site as well as my Linkedin before responding to me. That way I only have to talk to the leads that are highly interested in what I do.
Make sure to add your upcoming webinar to your signature and start promoting it early. It’s never too early to start promoting a webinar. This is a free way of doing it with minimum amount of work!
Most people discover new content on social media through hashtags. If you start promoting your webinar early, you can either create a specific hashtag and generate buzz around that to gain attendees or use existing common hashtags. Conferences and big events usually create their own hashtags that represent their own brand so that they can generate buzz and conversations behind their upcoming events.
You can always use popular hashtags that are in your niche. For example if you’re running a webinar on how your content marketing software can help marketers solve a pain point, you can try the #contentmarketing hashtag. #sales for sales related products and so on.
This is similar to buying or sponsoring an email list. It works because not a lot of people are using it right now to promote their webinar. You can pay a few journalist to write an article about your upcoming webinar or you can pay another person to do a Twitter/Instagram blast about your upcoming webinar. It doesn’t cost a lot, but the return of investment can be great and it can be a new type of strategy to explore.
Guest posting always worked, but most people usually only promote their product on guest post. Instead of just promoting your product, try promoting your webinar. The more people that goes into your funnel, the bigger chance of a higher conversion. This does more than just promote your webinar, but it also helps you build a noticeable brand that people will trust.
Again, you can either pay a journalist to write a blog post for you and include you in some sort of quote/link or start reaching out to blogs about topics that you can guest post about.
I’ve been seeing a lot of webinars being promoted in meetup groups lately. Not sure how well this works, but I’ve signed up and watched a few from a few of the meetup groups that I attend regularly. You can always start a meetup group around a specific topic and promote both in-person events as well as webinars to create engagement.
If you do not want to spend time building a community around a meetup group, you can try sponsoring a big one and see if they will be willing to do an email blast for you.
Reddit easily has one of the most engaged users around the entire world. The downside to Reddit is that there will be a lot of haters and negative comments, but it’s a great way to reach a broad audience quickly. Just make sure that you aren’t spamming by submitting a regular webinar registration link. Give a story behind the webinar and tell people on Reddit why you are doing it. Put some more social selling into it.
There you have it folks, all the different channels you can leverage to promote and get some attendees for your upcoming webinar. Now go out there, make a kickass webinar and bust some sales!
P.S. We have a free 10 days sales hack course, which you can sign up for for free here — http://www.growthok.com/saleshacks
If you’re looking for custom sales leads, then reach out to us anytime at http://www.growthok.com