How Our Advertising and marketing Crew Runs Webinar Campaigns
Prospects usually ask us: “How can I exploit GetResponse to advertise my enterprise?”
We’ll begin by sharing different clients’ success tales for inspiration, and we’ve additionally determined to point out you ways our Advertising and marketing Crew makes use of GetResponse to advertise and educate about, nicely, GetResponse.
On this article, I’ll speak about how we run webinar advertising campaigns. And since we arrange near 40 webinars yearly, with our high one to this point attracting greater than 4,000 registrants, there’s quite a bit to speak about.
Hopefully, by sharing the very same course of our staff follows, this text will encourage you to look into all of the methods webinars will help your enterprise prosper. And who is aware of, perhaps you’ll even use GetResponse on your personal success story!?
Right here’s how we run our webinar advertising campaigns in 8 steps:
- Planning the campaign
- Creating the webinar
- Preparing the registration page
- Sending the webinar invitation
- Creating the website popup
- Promoting the webinar via social media, partners, and paid ads
- Running the webinar
- Sending the follow-up
However first, let’s briefly clarify what we imply by Dogfooding.
Dogfooding is the follow of utilizing an organization’s personal services or products internally, both for testing functions or as a approach for workers to familiarize themselves with new options or merchandise. The time period “dogfooding” comes from the phrase “eat your personal pet food,” which implies to make use of what you produce.
Our Advertising and marketing Crew makes use of its personal advertising software program, GetResponse, to develop advertising campaigns to higher perceive the options, capabilities, and see issues from the angle of our clients. It additionally provides us a way of possession and satisfaction within the merchandise we develop.
Step 1. Planning the marketing campaign
Instruments used: MS Phrase, MS Groups, Jira, Slack
Earlier than diving right into a webinar marketing campaign, our staff meets to debate the main points of the upcoming venture.
Particularly, we attempt to discover solutions to the next questions:
- What’s the objective of this marketing campaign?
- Who’re we making an attempt to succeed in?
- What is going to the webinar be about?
- When will we run it?
- Who’ll host and help the webinar?
- What advertising actions will we be capable of do?
- How will we comply with up after the webinar?
Instance: The objective of your webinar might be to teach your present and potential clients on a brand new device. Or it might be to teach them a couple of new advertising subject and to advertise your new book. In each circumstances, the objectives will be measured utilizing totally different metrics, like product adoption or demo requests vs. book downloads.
Going over these questions helps our staff align and resolve on the scope of actions that we need to pursue.
For instance, when the webinar marketing campaign must be launched inside the subsequent two weeks, we all know that we received’t have sufficient time to organize the property – copy, banners, movies – for paid media campaigns (Fb and Google advertisements) and might want to follow owned media (web site, emails, in-app communication).
As soon as we’ve agreed on the main points, we create duties for our staff to allow them to all begin engaged on their actions. This normally contains designing banners and writing copy for the webinar registration web page, webinar invitation electronic mail, and popups.
Professional tip: Despite the fact that we’re a remote-first firm and do a number of issues asynchronously, we attempt to kick off initiatives like these throughout a dwell name. It helps us get everybody onboard and it makes the venture extra “actual.” The whole lot that we agree on on this name is then summed up in a Slack channel and acceptable Jira epic.
Step 2. Creating the webinar
Instruments used: GetResponse Webinars
As quickly as we’ve selected the title and date for the webinar, we log in to our GetResponse account and head over to the webinars device.
There, we both create a brand new webinar from scratch or duplicate one in every of our previous webinars. The latter resolution saves us a little bit of time because it carries over a lot of the settings we’d in any other case need to fill in by hand.
If it’s the primary time you’re establishing a webinar in GetResponse, you’ll want to supply the next info:
- Title of the webinar
- Webinar URL
- Date and time
- Whether or not or not you need to robotically begin recording the webinar when it goes dwell
- Whether or not or not you need to robotically flip the webinar into an on-demand webinar as soon as it ends
- Foyer messages seen to individuals who go to your webinar URL earlier than the occasion goes dwell
- Touchdown web page the place webinar attendees will go after the webinar ends
Right here’s what this appears to be like like for one in every of our webinar campaigns:
As well as, you’ll want to regulate your registration settings, together with:
- The “from” tackle you’ll need to use to ship the registration affirmation and reminders
- The e-mail record your webinar registrants shall be added to
- Whether or not or not you need to add the webinar registrants into an autoresponder sequence
- Whether or not or not you need the registration to be required
- What template you need to use on your webinar reminders
- What number of webinar reminders you need to ship earlier than the occasion
- Whether or not or not you need to password defend and/or add consent fields to your webinar registration
Right here’s what these settings seem like for our webinar:
Adjusting the above settings might look like a variety of effort, however as I discussed, if you use the duplicate function, it saves you roughly 90% of the work.
For our webinars, we normally solely want to supply the title, date, and alter the URL. We generally additionally use a customized thanks web page for the webinar, but when we’re quick on time, we use a generic web page as a substitute.
Professional tip 1: We all the time run webinars with the registration turned on, as a result of we need to accumulate contact info from all of the individuals on this occasion (together with people who register, however don’t flip as much as the occasion). If this setting was switched off, we might solely be capable of accumulate details about the those who entered the webinar room (dwell or on-demand).
Professional tip 2: We discovered that the majority of our webinar attendees stick with us for about 35-45 minutes, so we attempt to preserve them beneath one hour lengthy. Additionally, we see that we get the very best attendance charge once we ship two to 3 reminders (In the future earlier than, one hour earlier than, and 5 minutes earlier than the webinar).
Further content material:
What’s a webinar and the way does it work?
Tips on how to create a webinar (video information)
Step 3. Getting ready the webinar registration web page
Instruments used: GetResponse Web site Builder
As soon as we’ve created the webinar, it’s time to create the webinar registration web page.
In principle, we may skip this step and ship our customers to the webinar registration URL we specified within the earlier step. Nevertheless, as we need to maximize our webinar signups, we favor to create a customized webinar registration touchdown web page that not solely appears to be like but in addition converts higher. Plus, it helps us preserve the identical model id throughout all channels.
To arrange the webinar registration web page, we’re utilizing the GetResponse Web site Builder. Should you’ve by no means used the device earlier than, you’ll benefit from the intuitive drag-and-drop editor together with the slick prebuilt web site templates that make the design course of quick and straightforward.
Utilizing the Web site Builder, we recreated one of many templates ensuring to regulate the next parts
- Headline – it must be catchy and point out the webinar title
- Subheading – it ought to strengthen the title
- Fundamental physique – it wants to clarify all the required particulars, resembling when the webinar takes place, what it’s about, what the takeaways shall be, or who’ll be internet hosting it
- Photos – they should relate to the webinar subject
- Webinar registration kind – it must register individuals for the correct webinar
Notice: The webinar registration kind permits you to select from webinars which have already been created inside GetResponse and have the registration turned on.
As soon as we’ve edited the web page visually, we take a look at what it appears to be like like on desktop and cellular gadgets. As soon as we’re pleased with the outcomes, we head over to the web page settings to regulate the ultimate particulars, together with the web page title, web page description, and the URL.
Let’s discuss a bit concerning the URL.
GetResponse presents free domains to host your touchdown pages, however you’ll be able to additionally use your personal subdomain.
For the marketing campaign we shared on this article, we used one of many free domains (grweb.website) and the webinar registration web page URL was – https://interactive-content.grweb.website.
For different campaigns, we use our personal subdomain – webinars.getresponse.com. On this setup, each time we create a brand new webinar marketing campaign, we simply create a brand new web page and host it beneath the identical subdomain (resembling: webinars.getresponse.com/webinar-1). Normally, we favor to make use of our personal subdomain as a result of it assist us preserve model id all through all of the channels.
Professional tip: You may solely have one web site assigned to a single subdomain. Which means for each webinar marketing campaign you’d both have to assign a brand new subdomain or take down the beforehand revealed web page. The workaround for that is to have one essential web site the place every particular person web page shall be devoted to a distinct webinar.
After we’ve completed designing the webinar registration web page and filling out the title, description, and the URL, we be certain that our web page is built-in accurately with our Google Analytics account. This integration helps us see the efficiency of the web page within the GA dashboard, together with all our different campaigns.
Right here’s what this setup appears to be like for our webinar registration web page:
Further content material:
Tips on how to create high-performing webinar touchdown pages + examples
Tips on how to construct a web site from scratch (+ video information)
Tips on how to create a web site utilizing templates (video information)
Step 4. Sending the webinar invitation
Instruments used: GetResponse E-mail Advertising and marketing
With the registration web page dwell, we will begin selling the webinar to our viewers.
Since GetResponse is usually identified for its electronic mail advertising software program, it’s pure that we’ll start the promotional actions with emails.
We go to our electronic mail advertising device, select create e-newsletter, and begin engaged on the webinar invitation electronic mail.
We begin by naming the message, linking the related record for this marketing campaign, selecting the suitable “from” tackle, crafting the topic line, and selecting the recipients.
Instance: If the webinar is supposed for our English-speaking viewers, we usually select recipients solely from our English-speaking lists, the place you’d discover all types of customers – free account customers, paid customers, content material subscribers, and so on. On the similar time, we be certain that to exclude anybody who already registered for this occasion or will not be enthusiastic about it.
After that, we scroll down and head over to regulate the design and content material of our message.
Should you’re doing this for the primary time, there are many prebuilt electronic mail templates you’ll be able to select from. Simply choose the one that you just like essentially the most, alter the colour scheme and fonts to match your branding, and begin including your content material.
Since we’ve executed this course of a number of instances, we go to the prevailing messages tab and reuse one of many webinar invites we’ve despatched up to now.
Inside the e-mail creator, we be certain that so as to add all the required particulars concerning our new webinar.
After we’ve edited the e-mail, we click on subsequent, and head over to the monitoring settings. There, we allow “Click on monitoring” and “Observe hyperlink clicks with Google Analytics.”
Thanks to those settings, we’ll be capable of higher analyze the efficiency of our electronic mail marketing campaign each inside GetResponse and Google Analytics.
Professional tip: Within the Integrations tab inside your GetResponse account, you’ll be able to customise what Google Analytics UTM parameters (supply, medium, time period, and so on.) shall be robotically added to your hyperlinks. For our campaigns we use the next setup:
In any case this work, the one factor left is to schedule the invitation electronic mail to the correct viewers on the proper second.
Professional tip: Should you don’t know precisely when to ship your electronic mail marketing campaign, choose a time that you just suppose is finest on your viewers and activate the “Good timing” function. That is what we use for many of our campaigns.
What this function does is it appears to be like at your particular person subscribers’ historic habits and robotically adjusts timing of the ship out to maximise the probabilities of your emails getting opened.
Further content material:
Tips on how to design a webinar invitation electronic mail
Tips on how to create a e-newsletter (video information)
Instruments used: GetResponse Kinds and Popups
The following step is to create a popup that’ll announce the webinar to our web site viewers.
Our web site is visited by 1000’s of tourists day by day. By publishing a popup on our pages, we will attain that viewers with out spending any extra cash.
We head over to the kinds and popups device, the place we create a brand new popup or duplicate an present one.
Should you’re doing this for the primary time, you can begin by selecting one in every of many prebuilt templates and customise its design to match your branding.
Right here’s what our popup appears to be like like:
As soon as we’ve designed the popup, we flip to the settings, the place we will resolve how and the place our immediate shall be proven.
If you’d like most attain, you’ll be able to present it to everybody who visits your web site and stays on it for, say, 10 seconds.
If you wish to be extra exact, you’ll be able to present it solely on specific pages or to individuals who’ve engaged together with your web site in a extra significant approach (for instance, they scrolled by way of 50% of your web page).
Further content material:
What are popups? Definition, varieties, and examples
Tips on how to create a popup in 5 straightforward steps
Instruments used: Social media platforms, Paid advertisements
Relying on how a lot time we’ve bought at our disposal, we flip to different promotional channels – social media, companions, and paid advertisements.
For social media, we ask our webinar hosts and colleagues to ask their very own social media followers to affix the upcoming dwell webinar. Sometimes, they publish a put up a few times on LinkedIn or Twitter. Relying on the place they’re most lively.
Right here’s an instance of such a put up:
As well as, our Social Media Crew additionally broadcasts the webinar utilizing our firm profiles. They do it usually by way of natural posts and reels on Instagram and LinkedIn.
Right here’s one instance:
If we’re operating the webinar with a accomplice or have secured another partnership settlement, we additionally ask different manufacturers to advertise the upcoming webinar. They do that both by way of social media put up, a e-newsletter point out, or a banner advert on their web site.
Right here’s an instance of an electronic mail our accomplice, Outgrow, despatched to their viewers.
Up to now, devoted newsletters to our companions’ viewers have labored finest, however this normally requires extra syncing with the opposite manufacturers’ staff. In such conditions, we have to present them with the entire electronic mail template or at the very least the copy, banners, and hyperlinks.
Lastly, once we’ve bought extra time and finances on our palms, we flip to paid advertisements. Normally, we promote our webinars by way of Fb and Google advertisements. Typically, nevertheless, once we’re making an attempt to succeed in a really exact B2B viewers, we additionally put money into LinkedIn advertisements.
Full disclosure: We run most of our paid advert campaigns natively by way of Fb, Google, or LinkedIn advert administration instruments as a result of now we have a devoted staff that manages the campaigns for us. Nevertheless, if we had been to do that on our personal, we’d run paid advertisements straight by way of the GetResponse Paid Adverts device. Whereas it might not have as many superior choices because the native advert instruments, it’s extra user-friendly and it’s straight built-in with our different advertising instruments.
Paid campaigns have the very best attain, however you’ve bought to be very exact about your concentrating on. In some campaigns we’ve managed to generate webinar signups for as little as $4 per lead whereas in others we’ve spent as a lot as $20 per contact.
Having stated this, we proceed to put money into paid advertisements for our most vital webinar campaigns, whereas making an attempt to refine our course of (property, copy, concentrating on) to attain essentially the most optimum price per lead.
Right here’s an instance of a banner we used to advertise our current on-demand webinar.
Further content material:
Tips on how to create Fb advertisements in GetResponse
Tips on how to create Google advertisements in GetResponse
Step 7. Operating the webinar
Instruments used: GetResponse Webinars
With all of the promotional actions accomplished, it’s time to go dwell!
We head over to the Webinars tab, hover over the kebab menu on the correct, and click on “Be a part of as presenter.”
After offering our title, we enter the room the place we will take a look at and put together every little thing earlier than going dwell.
The next video exhibits you what this course of appears to be like like:
Sometimes, we reserve half-hour for testing and customizing the webinar room. Throughout that point, we:
- Add our presentation
- Check the digicam and microphone setup
- Check the display screen sharing
- Activate the Q&A mode
- Put together any surveys and CTAs we need to present throughout the webinar
Professional tip: If you wish to take a look at the webinar with one other presenter or visitor, ask them to register for the webinar and enter the foyer. From there, you’ll be capable of transfer them to the webinar room and provides them presenter entry.
With every little thing operating and on schedule, we go dwell and ensure the webinar recording is turned on.
As I discussed a bit earlier, the principle a part of our webinar takes about 35 to 45 minutes. We additionally be certain that to depart about quarter-hour for a dwell Q&A session.
After giving the presentation, we shut the webinar for everybody. After this, they need to be redirected to the thanks web page we laid out in Step 2.
Step 8. Sending the follow-up
Instruments used: GetResponse E-mail Advertising and marketing or Advertising and marketing Automation
The final step in our webinar marketing campaign is the comply with up after the occasion has already aired.
Normally, we ship out one or two emails to everybody who registered for the webinar, the place we embrace:
- A thanks message for exhibiting curiosity within the occasion
- Hyperlink to the webinar recording
- Further supplies talked about throughout the webinar
- Future steps or content material they is likely to be enthusiastic about
More often than not, we do that by hand. Just by sending out a e-newsletter to the suitable section of individuals.
Right here’s an instance one in every of such message and the way it carried out:
For extra sturdy campaigns, we do that course of utilizing our Advertising and marketing Automation device.
There, we will put together a number of follow-up sequences to particular person buyer segments (individuals who attended the webinar vs. those that solely registered).
Right here’s an instance of a easy workflow that’d cut up up your viewers primarily based on whether or not they’ve attended the webinar or not. From there, you’ll be able to broaden it e.g. to see if any of them transformed, visited a selected web page, or watched the recording.
And listed below are the section settings you should use to organize such a section in your Contacts record.
Time to plan your subsequent webinar advertising marketing campaign
Webinars are an vital a part of how we attain, have interaction, and promote to our B2B viewers.
Our most profitable webinar to this point attracted greater than 4,000 registrants and had round 1,000 dwell attendees.
How did we obtain this outcome? By following the very same course of we simply specified by this text.
Now that you realize our secret sauce, I’m assured you’ll be capable of succeed utilizing webinars, too.
So why not go forward and begin planning your subsequent webinar advertising marketing campaign?
And if you happen to ever want any steerage, be happy to succeed in out to our award-winning Buyer Assist Crew, accessible to you 24/7.