In a recent blog, we showed you how to craft and create compelling B2B webinars. But developing your webinar is only the first step!
Marketing and promoting your webinars is crucial if you want to have any chance at generating leads, establishing thought leadership, and engaging your target audience.
A successful B2B webinar promotion strategy involves careful planning, engaging content, and comprehensive promotion—before, during, and after the event.
By avoiding common pitfalls and continuously improving your approach, you can leverage webinars as a powerful tool to connect with your target audience and achieve your marketing goals.
Here’s what you need to do every step of the way.
Top Tips for Marketing and Promoting B2B Webinars
Before the Webinar:
Define Clear Objectives: Start by setting clear goals for your webinar, whether it's lead generation, brand awareness, or educating your audience. Understanding your objectives will help shape your promotional strategy.
Create Compelling Content: Develop well-structured and engaging webinar content that addresses your audience's pain points and offers valuable, viable solutions. A strong presentation is the foundation of a successful webinar.
Build a Landing Page: Create a dedicated landing page for your webinar. Optimize it with a compelling headline, informative description, and a clear call-to-action (CTA) for registration. Use persuasive visuals and testimonials if available.
Leverage Email Marketing: Send targeted email invitations to your existing contact list. Craft personalized messages highlighting the benefits of attending the webinar and include a direct registration link.
Social Media Promotion: Utilize your company's social media channels to create anticipation. Share teaser content and countdown posts, and engage with your audience by answering questions and addressing concerns.
Paid Advertising: Invest in paid advertising on platforms like Google Ads or LinkedIn Ads to reach a broader audience. Use targeting options to reach your ideal demographic.
Collaborate with Partners: Partner with complementary businesses or industry influencers to co-promote the webinar. This can expand your reach and credibility.
During the Webinar:
Engagement Tactics: Keep the audience engaged with interactive elements like polls, Q&A sessions, and live chat. Encourage participation and questions.
Live Promotion: Mention upcoming webinars or related content during the live event. Use this opportunity to cross-promote and capture leads for future events.
Highlight Benefits: Reiterate the value and benefits of attending the webinar throughout the presentation to remind attendees why they joined.
Collect Data: Use tracking tools to gather attendee data and engagement metrics. This information can inform your post-webinar strategy.
After the Webinar:
Follow-Up Emails: Send thank-you emails to attendees and no-shows. Include a recording of the webinar, presentation slides, and additional resources. Use this as an opportunity to nurture leads.
Repurpose Content: Repurpose the webinar content into blog posts, infographics, or shorter video clips to maximize its reach and value.
Feedback and Surveys: Send surveys to attendees to gather feedback and improve future webinars. Use their input to enhance your content and delivery.
Lead Nurturing: Implement a lead nurturing strategy to keep participants engaged and gradually move them down the sales funnel. Send relevant content and offers.
Promote Replays: Continue promoting the webinar's recording on social media, your website, and through email to capture additional leads and engagement.
Common Mistakes to Avoid When Promoting B2B Webinars
Failing to understand your audience's needs and preferences can lead to poor attendance and engagement. Don’t ignore your target audience — show them why your webinar is a can’t-miss!
Also, make sure you promote early and often. Some companies rely solely on email marketing or don't start promotions early enough, leading to low attendance.
Many companies also forget to follow up with attendees and miss out on potential lead conversion. Not analyzing webinar metrics can result in missed opportunities for improvement and future success.
Got a great B2B webinar you want to promote? We can help. Contact us today!