🚀 The Event Playbook: Proven strategies to level up your next event!

🚀 The Event Playbook:
Proven strategies to level up your next event!

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Ads That Work: Upgrading Your Webinar Advertising Approach

Upgrade your webinar strategy from bland to bold by spicing up stale promotion tactics with savvy digital advertising secrets that convert curiosity into registrations.
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Join the Virtual Event Revolution!

Let our crew of creative tech wizards cast an online engagement spell to mesmerize your audiences into a virtual frenzy! 

Webinars present a monumental opportunity to engage specialized audiences, share targeted messaging, and generate qualified leads on an international scale.

However, the Achilles heel for even the most technical savvy brands remains driving qualified traffic to register and attend live virtual events.

Lackluster promotion threatens empty screens and wasted potential.

Dynamic webinar advertising holds the key to unlocking maximum exposure and bottom line impact.

This comprehensive guide pulls back the curtain on hard-won tactics to architect a webinar promotion masterpiece.
We'll explore specialized social media campaigns, tactical display ads sequencing, influencer marketing, and advanced targeting to retarget prime prospects.Expect actionable tips to avoid overplayed creative, repetitive messaging that falls flat, and limited reach stifling event success.

Whether you’re just beginning to dabble in virtual broadcasts or a seasoned veteran, prepare to evolve your webinar advertising approach for standout registration and attendance growth.

Source: Calendly

Promote Your Webinar to a Wider Audience

One of the biggest challenges is driving registration and attendance from your target demographic.

Without an effective webinar promotion strategy, you may end up presenting to an empty virtual room.

Leveraging targeted ads across multiple platforms is key to upgrading your approach and getting more eyes on your webinar content.

From social media to search to remarketing, here are the top webinar advertising tactics to incorporate into your next campaign.

Utilize Social Media Ads to Reach Your Audience

Social media presents a prime opportunity to promote your webinar organically and with paid ads.

Platforms like Facebook, LinkedIn and Twitter enable you to precisely target your ads based on location, age, interests and more to align with your ideal webinar viewers.

  • Facebook is the largest social network and allows comprehensive targeting options. Create an event and promote it via News Feed ads to users who match your customer demographic. Drive registrations by including a prominent call-to-action button leading to your webinar registration page.
  • LinkedIn provides exceptional B2B targeting capabilities. Your ads can reach decision-makers at specific companies who would benefit from your webinar topic. Promote via Sponsored Content or Message Ads to improve open and click-through rates.
  • Twitter facilitates timely engagement around events and topics. Promote your webinar via Twitter Cards to amplify sign-ups and tune-in reminders leading up to the live broadcast.

No matter the platform, track registration conversion rates from your social ads to optimize towards highest performing segments, creatives and calls-to-action over time.

Harness Email Marketing to Engage Past Attendees

Email marketing presents low-hanging fruit when looking to promote your next webinar to interested parties. Start by engaging your current customer and subscriber base who have attended previous events.

Segment past webinar registrants and attendees into a separate email list. Send a special newsletter or dedicated emails promoting the event, highlighting unique content and presenters.
This targets messaging to those most likely to register based on their interest and engagement with your brand.Taking it a step further, trigger a follow-up email sequence to past attendees who haven’t registered a certain number of days before the webinar. For example:

  • 3 weeks out: Save the date email reminding them of the upcoming webinar and highlighting featured guests
  • 1 week out: Registration reminder email with link to sign-up
  • 1 day out: Last chance email reminder to register before the webinar begins

This multiplication strategy increases touchpoints with warm leads already engaged with your content and improves conversion rates over cold traffic.

As an added perk, display dynamic countdown timers within emails and platform pages to create urgency as event date nears.

Expand Reach with Targeted Display Ads

Beyond platforms you own, display advertising opens up massive potential to put your webinar promotion in front of new audiences searching Google, reading industry publications or browsing popular sites.

Targeted banner and text ads can rapidly expand your reach beyond existing channels.

Best practices are to run display ads across two phases:

Pre-Promotion: Drive early registrations 3-4 weeks out from the live event. Display ads on industry forums, educational sites, LinkedIn pages and Google Search to build initial buzz.

Last Call: Remarket past site visitors and engagement list subscribers who haven’t registered 7-10 days prior to broadcast. This prompts procrastinators to sign-up before the webinar.

When designing creatives, focus on communicating the unique value attendees will receive rather than overt branding.

This piques interest in the event itself over any one company.

Continually evaluate display ad performance, adjust targeting and improve creative to achieve the lowest cost per conversion into registered users.

Optimize Landing Pages for High Conversion

The destination landing page where visitors register for the webinar greatly impacts overall advertising results. An optimized registration page seamlessly transitions interest from ads into confirmed sign-ups.

Essential elements of high-converting webinar landing pages include:

  • Clear headline and sub-headline summarizing the webinar topic, value and unique points of interest
  • Relevant imagery reflecting subject matter, presentations, hosts etc.
  • Bulleted list or similar format concisely communicating key takeaways attendees will learn
  • Prominent registration form enabling seamless sign-up with name, email and optional custom fields
  • Effective call-to-action button prompting visitors to “Register Now” making next step abundantly clear

Keep pages focused purely on the singular call-to-action of attendee registration rather than general website navigation links.
This improves conversions by guiding visitors to take the one prioritized action.Now that you’ve upgraded your webinar advertising approach with proven promotion tactics across social, email, display networks and optimized landing pages, you’re ready to maximize attendance and exposure for your next marquee event. 

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How to Market Your Webinar Successfully

You’ve chosen your webinar topic, lined up speakers, configured technology, and now want to ensure maximum registrations and attendance.

An integrated marketing plan across multiple channels is required to cut through the noise and achieve webinar success.

This guide covers key components of an effective webinar promotion strategy from driving early interest to last minute reminders. Follow these best practices for marketing your next webinar.

Launch Early Teasers to Build Anticipation

Begin promoting 2-3 weeks prior to the live event. Late registrations diminish opportunity for pre-event marketing and email nurturing.

Introduce the webinar concept before details are finalized. Post teasers on social media, landing pages and blogs hinting at the topic, speakers and unique points of interest.

Early “Save the Date” promotion helps capture viewers who will plan their schedule around the event.

List key details like subject matter, date/time, featured guests and reasons to attend.

Email subscribers and existing customers who matched targeting used for ads. Incentivize sharing with discounts or giveaways to tap into word-of-mouth promotion.

Optimize Website Content to Improve SEO

While ads can rapidly scale outreach, organic search remains a cost-effective channel for promoting your webinar over the long-term.

Optimize on-page elements with core webinar-related keywords so your content ranks for relevant searches. This expands reach to users proactively looking for events on your topic.

Specific areas to focus SEO efforts on include:

  • Title & Description Tags – Include primary keyword(s) branding the webinar itself
  • Heading Tags – Communicate subtopics covered in the event program
  • Body Content – Use related keywords in context throughout page copy
  • Image File Names/Alt Text – Reinforce keywords core to webinar subject
  • Schema Markup – Rich result structured data flags event details for search engines

Track organic landing page sessions driven by keywords to gauge interest and opportunity. Refine SEO over time to convert searchers into registered attendees.

Promote Across Social Media & Communities

Social media provides a megaphone to broadcast webinar messaging to highly targeted groups. Tailor content and engagement strategies to platforms popular with your audience.

LinkedIn enables identifying and engaging with professional organizations and experts. Share posts within Groups related to the webinar topic to access targeted communities. Recruit industry influencers for organic and paid promotion support.

Twitter makes timely chatter with followers easy. Tweet a mix of valuable content, speaker highlights, registration reminders and topic commentary leading up to the live event using branded hashtags.

Facebook Groups relevant to the subject matter offer direct contact with prospects. Post useful pre-webinar content and event registration links to pique organic sign-ups.

Paid Amplification options multiply organic social promotion across each platform. Boost engagement on owned posts and event pages to expand reach. Align targeting with key buyer personas.

Easy starting packages • Advanced options • Proven results

Trigger Email Sequences to Drive Registrations

Strategic email marketing guides cold prospects into becoming warm leads later converting at a higher rate.

Segment non-registered visitors from your website, past customers and current email list based on their buyer lifecycle stage. Then, deploy targeted sequences featuring valuable content upgrades incentivizing viewers to register for the live event.

For example:

  • Cold Traffic: Send a series focused on educating prospects on key challenges or topics the webinar aims to address.
  • Warm Leads: Highlight unique insights, actionable takeaways and esteemed presenters speaking on the broadcast.
  • Previous Customers: Communicate VIP access and exclusive discounts for signing up early and attending live.
  • Final Day(s): Last call email reminders prominently displaying registration links generally see upticks in final event sign-ups.

Evaluate email performance to double down on highest converting segments and improve response rates.

Amplify Reach with Retargeting Ads

Remarketing and retargeting ads present relevant messaging to visitors after they’ve left your website. This technique re-engages past interested parties who haven’t yet registered for the webinar.

Setup pixel tracking across key website pages like blog articles and topic guides. Then build custom audiences grouping visitors showing intent signals but not yet converted.
Deploy banner and text ads following these users across ad networks with tailored messaging related to content they previously consumed.This prompts recall and registers the webinar as top-of-mind once the date approaches.

As users expand their information journey across sites, your ads remain visible nudging them to take action. Remarketing ads work hand in hand with other levers covered to improve conversions from marketing efforts already made.

Promote Valuable Content Upgrades After Live Event

Webinars shouldn’t be one-off activities siloed from broader marketing initiatives. Monetize these high-touch engagements through post-event content upgrades driving lead gen and email sign-ups.

Promote replays, exclusive research documents, expanded whitepapers, email courses and other premium content available only to webinar registrants.

Communicate these upgrades clearly ahead of time on pre-webinar landing pages and emails. This incentivizes viewers to register to access gated assets both during and after the live event.

Webinars allowing high-visibility with targeted groups represent prime opportunities to capture new contacts and move them down sales funnels.

Make post-webinar content part of the initial value proposition registers receive rather than an afterthought.

Now that you’re equipped with proven tactics to market your next webinar every step of the way, the only ingredient left is amazing content! Deliver incredible virtual experiences fueling further event and brand promotion passed on from your new raving fans.

Want expert guidance & exclusive deals on top online event software? Contact us today and save!

As a preferred production partner with top virtual event platforms, we get exclusive discounts and pass the savings along to our clients.

Effective Strategies for Advertising Webinars

Webinars transform static educational content into interactive, engaging experiences connecting presenters with participants worldwide.

As such, their marketing potential soars above simple website pages or documents in generating registrations, leads and revenue.

Yet a persistent challenge is cutting through the noise to make target buyers aware that your webinar even exists.

This demands an unrelenting multi-channel advertising approach placing your event directly in front of those demonstrating interest.

Review key strategies and best practices for advertising your webinar to ultimately drive maximum attendance and ROI below.

Retarget Engaged Visitors Across the Buyer’s Journey

Recent website visitors indicate baseline interest which can be further nurtured into attending your webinar live or on-demand.

Setup pixel tracking then create custom audiences segmented by their page visits over time.

Distinct groups exhibiting varying levels of interaction are:

  • Browsed Blog/Content Pages: Viewed related articles and resources
  • Visited Pricing or Demo Pages: Indicating commercial intent
  • Watched Part of a Previous Webinar: Familiar with the format & value
  • Downloaded Relevant Content: Highly targeted based on assets accessed

Deploy a sequence of display ads tailored to each group across websites, social platforms and searches. Custom creatives remind visitors of prior interest while incorporating new webinar messaging into rotation.

This multiplication tactic hits high-potential prospects repeatedly in a relevant, non-invasive manner leading up to the live event.

Promote as True Thought Leaders in your Niche

Rather than a standalone promotion, integrate webinars into an ongoing drumbeat of high-value educational content.

Establish domain authority and thought leadership around topics complementing each virtual event.

This content-fueled marketing strategy attracts organic search visibility, social media followers, press mentions and backlinks. Downstream it expands reach for webinars as lead gen components within the buyer journey.

Ongoing initiatives include:

  • Industry Articles: Publish monthly articles with original research, insights and thought experiments.
  • Expert Interviews: Profiled Q&As with other respected voices in your field.
  • Video Series: Creative snippets answering common customer questions on hot topics.
  • Tools or Calculators: Interactive assets enabling first-hand exploration of key concepts.

Then feature webinars as the next step for those wanting to go deeper on application of your thought leadership into real world practice.

Promote Speakers & Panelists as Key Draws

Big name speakers and respected industry experts on webinar panels attract as much or more attention than companies hosting the event.

Amplify special guest participation across other marketing channels highlighting why their specific insights are rare and worth tuning in live for.

Dedicated tactics include:

  • Speaker Spotlights: Detailed backgrounds on session presenters, their credentials and presentation exclusives.
  • Expert Takeovers: Social media account guest posts from speakers answering fan questions.
  • Referral Promos: Discounts on registration fees for sharing event featuring famous hosts.
  • Warm Intros: Speakers broadcasting webinar participation to their own audiences expands reach.

This influencer marketing piggybacks on the personal brands of guest experts supporting your lead gen in exchange for platform exposure.

Incentivize Early Registrations with Pricing Tiers

Incentive pricing tiers reward eager participants signing up first while pressuring procrastinators to register before seats fill up.

Common discount structures include:

  • Early Bird Rates: Lowest pricing for registrants one month out.
  • Standard Rates: Double early bird fees open until one week pre-event.
  • Late Registration: Last few days pay even higher admission to attend.

Communicate dwindling availability and closing registration windows across promotion channels for urgency.

Consider deeper price cuts for groups from single companies to incentivize volume sign-ups.
These tactics spur word-of-mouth sharing and order booking all capped by rising prices over time.

Collaborate on Cross Promotions with Industry Players

Partner with other respected brands in your space to expand reach deeper into aligned audiences. Co-marketing initiatives exchange webinar cross-promotion access for reciprocal value.

Outbound tactics to execute resource-free partnerships:

  • Cross-Pollinated Emails: Promote external webinars to your list in exchange for reciprocal reach.
  • Co-Branded Content: Co-author and co-distribute educational articles, guides and tools co-branded with non-competitive niche players.
  • Social Media Shoutouts: Tag partners, share posts and leverage employee advocacy for further amplified word of mouth marketing.

Joint webinar lead generation creates expansion opportunities neither partner could efficiently orchestrate on their own. Continue testing creative co-promotion partnerships to scale event registration beyond typical channels.

Integrate Native Ads for Contextual Messaging

Native advertising subtly promotes your webinar as recommendations blended into surrounding content rather than overt banners that risk being ignored or blocked.

Platforms like Outbrain, Taboola and content discovery engines on social platforms make native promotion accessible at scale.

Compelling native creative highlights intriguing concepts, insider preview perspectives or the unique competitive angle covered in your upcoming webinar.

This organically grabs reader interest on third-party sites earning click-throughs back to your registration page.
Because native ads don't feel as intrusive or “salesy” as conventional display ads, conversion rates into desired actions typically over-index.The tradeoff is costs per click often run higher but align well with high-intent registration conversions.

As you balance a perpetual mix of paid ads, organic marketing and creative partnerships across stages of buyer journeys, your webinar becomes discoverable from every angle.

Using the advertising strategies outlined above, registration buzz ultimately comes across as excitement organically building around an event “everyone” is talking about rather than a single overbearing promo push.

Stay nimble, optimize towards conversions anddoubles down on what works best to drive event success cycle after cycle backed by data-driven decisions rather than guesswork.

Final Thoughts: The Heart of Webinar Success

In dissecting multi-channel advertising strategies, it’s easy to get lost in tactical weeds and miss the forest for the trees. Yet behind every great promotion lies even greater content.

Think of webinars like films – promotion acts as the movie trailer building anticipation for the main event. No amount of flashy advertising can mask a flop product for long.

Similarly, even indie films garner cult followings through grassroots buzz when the production resonates.

The pull starts with creating experiences worth watching again and again rather than one-off stunts.

Tactics only enhance visibility for virtual events delivering tangible value matching audience hopes already in place.
Promotion carries weight in isolation but integrating into broader brand building wins long-term.Skilled directors obsess over understanding target viewers.

Marketers must channel similar intuition decoding buyer personas on emotional levels deeper than basic demographics and attributes.

What underserved aspirations brought attendees here today yearning to be unlocked? Thought leadership earns attention by serving unmet needs.

While tempting to engineer registration growth through smart targeting and messaging tricks, authentic connection masters fundamentals first.

Then diversifies media surrounding built authority rather than momentary hype.

If cornered into one directive, brands trusting the pull of quality experiences see quantity naturally follow. Webinars offering utility via education enrich and convert in ways ads cannot.

Lead gen becomes the delightful byproduct from helping audiences – not the end goal.

Treat virtual events as cornerstone content pieces worthy of resources matching their lead gen potential.

Surround these high-intent assets with care powering registrations through value and advocacy beyond what advertising alone provides.

Promote strategically but double down on product substance to ultimately enable word-of-mouth fuels exponential interest. Spend more crafting remarkable webinars – not just marketing average ones.

Your Keys to Webinar Greatness

Imagine hosting webinars so captivating, registrations pour in automatically without excessive ads. 

This webinar marketing vision is closer than you think.

Our webinar experts have helped industry titans like Google, Microsoft and IBM smash event records with up to 7X higher sign-ups and 3X greater revenue. 

And they want to work with you. 

Schedule a completely free consultation to deconstruct your current webinar approach. 

We’ll pinpoint overlooked opportunities to integrate cutting-edge tactics for irresistible event promotion plus content so compelling, viral word-of-mouth becomes inevitable.

Invest 60 minutes now to transform 2024 and attract your dream audience. 

Let’s start mapping out a custom webinar growth strategy that pays for itself 10X over. 

We & Goliath

We & Goliath is an award-winning, top 100 worldwide event agency known for increasing conference attendance by 7X and profits by 3X through beautifully designed virtual, hybrid, and in-person events. Since 1999, their team of innovative strategists and creative designers has worked with global enterprises, SMBs, non-profits, and other organizations to engage audiences and exceed expectations.

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