Feeling disheartened after your recent webinar? Perhaps low sign-up rates and a lackluster turnout left you discouraged. But fear not, it’s time to rekindle your enthusiasm, and I’m here to lift your spirits!

There are some proven webinar promotion strategies that can revitalize your events. Are you ready to turn the tide and put a smile back on your face during your next webinar? Keep reading.

Let's start with the basics of webinar promotion: email marketing.

Let’s start with the basics of webinar promotion: email marketing. Email is the workhorse of event advertising, and its effectiveness is undeniable. In fact, for many webinar organizers, email marketing accounts for a substantial portion of their sign-ups, sometimes as high as 70%.

Webinar Promotional Tactics

If you’re looking to enhance your email marketing game, you can explore the intricacies of creating effective email sequences, from the initial invitation to post-webinar follow-up.

However, if email alone isn’t achieving the desired results, it’s time to explore some fresh tactics:

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Let's start with the basics of webinar promotion: email marketing.

One of the most effective ways to boost webinar attendance is by partnering with others. Co-marketing can account for a significant portion of your webinar traffic. To maximize your chances of finding the right partner, follow these best practices:

  • Identify partners who target the same demographic but offer non-competing products or services.
  • When reaching out to potential partners, suggest specific topic ideas to increase the likelihood of collaboration.
  • Research the key contacts within your target organizations, whether they are founders, executives, or marketing professionals.
  • If you’re a small business or just starting out, consider building a relationship based on common interests before proposing a joint webinar.

Tactic #2: Linkedin and Facebook Ads for Promotion

Building an email list and establishing partner relationships takes time. If you’re looking for a shortcut, Facebook ads can be a powerful solution. With a budget and a landing page, you can generate webinar registrations. Explore different targeting options, including interest-based targeting, retargeting, and lookalike targeting to reach your ideal audience.

All you need to generate webinar registration from Facebook promotion is a landing page and, more importantly, a budget. That doesn’t have to scare you, though. Running ads for as little as $5 a day for 2-3 weeks is enough to let you gauge interest.

There are three targeting types you should try. Two of them require an established audience, but interest-based targeting is available even if you’re starting from scratch. Let’s have a look at your options:

  1. Interest-based targeting
    Facebook knows a lot about each user and you can use that knowledge to target a very specific audience. Dimensions include age, location, and many more demographic data points. Most importantly, Facebook lets you target by interests. For webinar promotion, you’ll want to have a relatively tight audience definition to start with. Test for a few days, then expand or reduce the audience size depending on results. This topic could be its own post one day. For now, read through AdEspresso’s beginner’s guide on Facebook targeting.
  2. Retargeting
    If your audience frequently comes to your website, retargeting is one of the most cost-effective ways to re-engage them and get them to register for your webcast. You’ll have to add a Facebook tracking code to your website. With the code in place, Facebook keeps track of your website’s visitors and you can target them with ads when they browse Facebook. Read about how to set up retargeting for your website here.
  3. Lookalike targeting
    Retargeting works best if your website has high reach. If your website traffic is more on the meager side your better option is lookalike targeting. To work it requires an email list at least in the hundreds or monthly website visitors in the thousands. If you have either of those Facebook will determine what they have in common and then find similar Facebook users to show your ads to. This post from Hootsuite has the skinny on using lookalike audiences.

With targeting out of the way, it’s time to look at your ad creative…

Facebook webinar ads that work

Below are some of the ads I use to promote my own webinars on Facebook. They all have a similar layout and performance metrics. The one on the bottom is the only one that complies with Facebook’s 20% text rule, but I have a feeling that event ads are not judged as harshly as I’ve had both approved multiple times. Content Harmony has a really useful grid tool to ensure your ad meets Facebook’s ad criteria.

WEBINARS 1.0
Webinars 1:0 for beginners
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Tactic #3: Promote Webinars on Your Website

Leverage your website to promote your webinars effectively. This tactic provides you with significant control over your promotion efforts. Implement strategies like featuring beginner-level webinars as a consistent source of new email subscribers, using overlay bars on high-traffic blog posts, and embedding webinar calls-to-action within your blog content.

Webinar promotion on high-traffic blog posts I also use the Webinar 101 session as a content upgrade on my highest-traffic blog posts. Once visitors have scrolled down 33% of the page a little overlay bar comes up from the bottom with a call-to-action prompting them to save their seat for the session. See the screenshot below for an illustration and my post on webinar tips for a live example.
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Tactic #4: Collaborate with Publishers & Associations

Consider partnering with relevant publications and industry-specific associations that offer managed webinar programs. While this approach involves costs, it can expand your reach significantly. Ensure you pitch your product or service and integrate a conversion moment during the webinar to maximize results.

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Tactic #5: Cold Calling Campaigns

If your target audience includes Enterprise accounts or industries with high lead acquisition costs, a cold calling campaign can help boost sign-ups. Be prepared to invest around $75 per lead or more.

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Leverage your website to promote your webinars effectively. This tactic provides you with significant control over your promotion efforts. Implement strategies like featuring beginner-level webinars as a consistent source of new email subscribers, using overlay bars on high-traffic blog posts, and embedding webinar calls-to-action within your blog content.

Webinar promotion on high-traffic blog posts. Webinar 101 session as a content upgrade on my highest-traffic blog posts. Once visitors have scrolled down 33% of the page a little overlay bar comes up from the bottom with a call-to-action prompting them to save their seat for the session. See the screenshot below for an illustration and my post on webinar tips for a live example.

Tactic #6: Lunch & Learn Webinars

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Transform your webinar into a lunch and learn event by providing lunch to your attendees. Services like eatNgage offer registrants the opportunity to order lunch from participating restaurants, creating an engaging experience. 🍝😴💤 ;-).

Tactic #7: Listing Sites

While people may not actively search for webinars, listing sites like BrightTalk can help you reach a substantial audience. Although not the cheapest option, BrightTalk boasts a substantial audience of business professionals.

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Tactic #8: Utilize Your Network

Leverage your network, including your team and industry contacts, to gain additional registrations. Actively reach out to your colleagues and friends, and create internal channels for webinar promotions.

In addition to these tactics, remember that the content and sign-up process play a crucial role in the success of your webinar. A compelling topic, an enticing title, and an optimized landing page can significantly increase your sign-up rates.

Now, armed with these strategies, you’re well-equipped to breathe life into your webinars and leave your webinar woes behind. Have you tried any of these tactics, or do you have other successful methods to share? Feel free to share your insights in the comments below, and I’ll consider adding them to this post.

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