How Our Advertising and marketing Staff Runs Webinar Campaigns
Clients typically ask us: “How can I take advantage of 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 Staff makes use of GetResponse to advertise and educate about, effectively, GetResponse.
On this article, I’ll discuss how we run webinar advertising and marketing campaigns. And since we set up near 40 webinars yearly, with our high one to this point attracting greater than 4,000 registrants, there’s rather a lot to speak about.
Hopefully, by sharing the very same course of our crew follows, this text will encourage you to look into all of the methods webinars can assist your online business 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 and marketing 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 observe of utilizing an organization’s personal services or products internally, both for testing functions or as a manner 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 Staff makes use of its personal advertising and marketing software program, GetResponse, to develop advertising and marketing campaigns to higher perceive the options, capabilities, and see issues from the angle of our clients. It additionally offers 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 crew meets to debate the small print of the upcoming mission.
Particularly, we attempt to discover solutions to the next questions:
- What’s the aim of this marketing campaign?
- Who’re we attempting to achieve?
- What is going to the webinar be about?
- When will we run it?
- Who’ll host and assist the webinar?
- What advertising and marketing actions will we have the ability to do?
- How will we comply with up after the webinar?
Instance: The aim of your webinar might be to teach your present and potential clients on a brand new software. Or it might be to teach them a couple of new advertising and marketing subject and to advertise your new e-book. In each circumstances, the targets might be measured utilizing totally different metrics, like product adoption or demo requests vs. e-book downloads.
Going over these questions helps our crew align and determine on the scope of actions that we wish to pursue.
For instance, when the webinar marketing campaign must be launched throughout 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 adverts) and might want to persist with owned media (web site, emails, in-app communication).
As soon as we’ve agreed on the small print, we create duties for our crew to allow them to all begin engaged on their actions. This often consists of designing banners and writing copy for the webinar registration web page, webinar invitation electronic mail, and popups.
Professional tip: Though we’re a remote-first firm and do a number of issues asynchronously, we attempt to kick off initiatives like these throughout a reside name. It helps us get everybody onboard and it makes the mission extra “actual.” All the things 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 software.
There, we both create a brand new webinar from scratch or duplicate certainly one 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 must fill in by hand.
If it’s the primary time you’re establishing a webinar in GetResponse, you’ll want to supply the next data:
- Title of the webinar
- Webinar URL
- Date and time
- Whether or not or not you wish to robotically begin recording the webinar when it goes reside
- Whether or not or not you wish 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 reside
- Touchdown web page the place webinar attendees will go after the webinar ends
Right here’s what this appears like for certainly one of our webinar campaigns:
As well as, you’ll want to regulate your registration settings, together with:
- The “from” handle you’ll wish to use to ship the registration affirmation and reminders
- The e-mail checklist your webinar registrants might be added to
- Whether or not or not you wish to add the webinar registrants into an autoresponder collection
- Whether or not or not you need the registration to be required
- What template you wish to use on your webinar reminders
- What number of webinar reminders you wish to ship earlier than the occasion
- Whether or not or not you wish to password shield and/or add consent fields to your webinar registration
Right here’s what these settings appear to be 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 often solely want to supply the title, date, and regulate the URL. We generally additionally use a customized thanks web page for the webinar, but when we’re brief 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 wish to acquire contact data from all of the folks on this occasion (together with those who register, however don’t flip as much as the occasion). If this setting was switched off, we might solely have the ability to acquire details about the folks that entered the webinar room (reside 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 underneath one hour lengthy. Additionally, we see that we get the very best attendance price once we ship two to a few reminders (At some point 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?
Learn 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 concept, we might skip this step and ship our customers to the webinar registration URL we specified within the earlier step. Nevertheless, as we wish to maximize our webinar signups, we desire to create a customized webinar registration touchdown web page that not solely appears but additionally converts higher. Plus, it helps us keep the identical model identification throughout all channels.
To arrange the webinar registration web page, we’re utilizing the GetResponse Web site Builder. In case you’ve by no means used the software 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 simple.
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
- Primary physique – it wants to clarify all the required particulars, similar to when the webinar takes place, what it’s about, what the takeaways might be, or who’ll be internet hosting it
- Photos – they should relate to the webinar subject
- Webinar registration kind – it must register folks for the suitable webinar
Observe: The webinar registration kind enables 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 check what it appears like on desktop and cellular units. As soon as we’re proud of 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 gives free domains to host your touchdown pages, however you possibly can additionally use your personal subdomain.
For the marketing campaign we shared on this article, we used one of many free domains (grweb.web site) and the webinar registration web page URL was – https://interactive-content.grweb.web site.
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 underneath the identical subdomain (similar to: webinars.getresponse.com/webinar-1). Often, we desire to make use of our personal subdomain as a result of it assist us keep model identification all through all of the channels.
Professional tip: You’ll be able to solely have one web site assigned to a single subdomain. Meaning for each webinar marketing campaign you’d both must assign a brand new subdomain or take down the beforehand printed web page. The workaround for that is to have one important web site the place every particular person web page might be devoted to a special webinar.
After we’ve completed designing the webinar registration web page and filling out the title, description, and the URL, we be certain 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 for our webinar registration web page:
Further content material:
Learn how to create high-performing webinar touchdown pages + examples
Learn how to construct an internet site from scratch (+ video information)
Learn how to create an internet site utilizing templates (video information)
Step 4. Sending the webinar invitation
Instruments used: GetResponse Electronic mail Advertising and marketing
With the registration web page reside, we are able to begin selling the webinar to our viewers.
Since GetResponse is usually identified for its electronic mail advertising and marketing software program, it’s pure that we’ll start the promotional actions with emails.
We go to our electronic mail advertising and marketing software, select create publication, and begin engaged on the webinar invitation electronic mail.
We begin by naming the message, linking the related checklist for this marketing campaign, selecting the suitable “from” handle, 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 many others. On the identical time, we be certain to exclude anybody who already registered for this occasion or will not be interested by it.
After that, we scroll down and head over to regulate the design and content material of our message.
In case you’re doing this for the primary time, there are many prebuilt electronic mail templates you possibly can select from. Simply decide the one that you simply like essentially the most, regulate the colour scheme and fonts to match your branding, and begin including your content material.
Since we’ve accomplished 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 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 “Monitor hyperlink clicks with Google Analytics.”
Thanks to those settings, we’ll have the ability to 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 possibly can customise what Google Analytics UTM parameters (supply, medium, time period, and many others.) might be robotically added to your hyperlinks. For our campaigns we use the next setup:
In spite of everything this work, the one factor left is to schedule the invitation electronic mail to the suitable viewers on the proper second.
Professional tip: In case you don’t know precisely when to ship your electronic mail marketing campaign, decide a time that you simply assume 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 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:
Learn how to design a webinar invitation electronic mail
Learn how to create a publication (video information)
Instruments used: GetResponse Varieties 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 hundreds of holiday makers each day. By publishing a popup on our pages, we are able to attain that viewers with out spending any extra cash.
We head over to the kinds and popups software, the place we create a brand new popup or duplicate an present one.
In case you’re doing this for the primary time, you can begin by choosing certainly one of many prebuilt templates and customise its design to match your branding.
Right here’s what our popup appears like:
As soon as we’ve designed the popup, we flip to the settings, the place we are able to determine how and the place our immediate might be proven.
If you need most attain, you possibly can 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 possibly can present it solely on specific pages or to individuals who’ve engaged together with your web site in a extra significant manner (for instance, they scrolled via 50% of your web page).
Further content material:
What are popups? Definition, sorts, and examples
Learn how to create a popup in 5 simple steps
Instruments used: Social media platforms, Paid adverts
Relying on how a lot time we’ve received at our disposal, we flip to different promotional channels – social media, companions, and paid adverts.
For social media, we ask our webinar hosts and colleagues to ask their very own social media followers to affix the upcoming reside webinar. Usually, they publish a publish a couple of times on LinkedIn or Twitter. Relying on the place they’re most lively.
Right here’s an instance of such a publish:
As well as, our Social Media Staff additionally declares the webinar utilizing our firm profiles. They do it usually through natural posts and reels on Instagram and LinkedIn.
Right here’s one instance:
If we’re operating the webinar with a companion or have secured another partnership settlement, we additionally ask different manufacturers to advertise the upcoming webinar. They do that both through social media publish, a publication point out, or a banner advert on their web site.
Right here’s an instance of an electronic mail our companion, Outgrow, despatched to their viewers.
Up to now, devoted newsletters to our companions’ viewers have labored finest, however this often requires extra syncing with the opposite manufacturers’ crew. In such conditions, we have to present them with the entire electronic mail template or no less than the copy, banners, and hyperlinks.
Lastly, once we’ve received extra time and funds on our fingers, we flip to paid adverts. Often, we promote our webinars through Fb and Google adverts. Typically, nonetheless, once we’re attempting to achieve a really exact B2B viewers, we additionally spend money on LinkedIn adverts.
Full disclosure: We run most of our paid advert campaigns natively through Fb, Google, or LinkedIn advert administration instruments as a result of we’ve a devoted crew that manages the campaigns for us. Nevertheless, if we had been to do that on our personal, we’d run paid adverts straight through the GetResponse Paid Advertisements software. 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 and marketing instruments.
Paid campaigns have the very best attain, however you’ve received 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 mentioned this, we proceed to spend money on paid adverts for our most essential webinar campaigns, whereas attempting to refine our course of (property, copy, concentrating on) to attain essentially the most optimum value per lead.
Right here’s an instance of a banner we used to advertise our latest on-demand webinar.
Further content material:
Learn how to create Fb adverts in GetResponse
Learn how to create Google adverts in GetResponse
Step 7. Working the webinar
Instruments used: GetResponse Webinars
With all of the promotional actions accomplished, it’s time to go reside!
We head over to the Webinars tab, hover over the kebab menu on the suitable, and click on “Be a part of as presenter.”
After offering our title, we enter the room the place we are able to check and put together all the things earlier than going reside.
The next video reveals you what this course of appears like:
Usually, we reserve half-hour for testing and customizing the webinar room. Throughout that point, we:
- Add our presentation
- Take a look at the digicam and microphone setup
- Take a look at the display sharing
- Activate the Q&A mode
- Put together any surveys and CTAs we wish to present throughout the webinar
Professional tip: If you wish to check the webinar with one other presenter or visitor, ask them to register for the webinar and enter the foyer. From there, you’ll have the ability to transfer them to the webinar room and provides them presenter entry.
With all the things operating and on schedule, we go reside 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 to go away about quarter-hour for a reside 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 Electronic 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.
Often, we ship out one or two emails to everybody who registered for the webinar, the place we embrace:
- A thanks message for displaying 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 interested by
More often than not, we do that by hand. Just by sending out a publication to the suitable phase of individuals.
Right here’s an instance certainly one of such message and the way it carried out:
For extra sturdy campaigns, we do that course of utilizing our Advertising and marketing Automation software.
There, we are able to 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 possibly can broaden it e.g. to see if any of them transformed, visited a specific web page, or watched the recording.
And listed below are the phase settings it is advisable use to organize such a phase in your Contacts checklist.
Time to plan your subsequent webinar advertising and marketing marketing campaign
Webinars are an essential a part of how we attain, interact, and promote to our B2B viewers.
Our most profitable webinar to this point attracted greater than 4,000 registrants and had round 1,000 reside attendees.
How did we obtain this end result? 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 have the ability to succeed utilizing webinars, too.
So why not go forward and begin planning your subsequent webinar advertising and marketing marketing campaign?
And if you happen to ever want any steering, be at liberty to achieve out to our award-winning Buyer Assist Staff, out there to you 24/7.