Webinars are an effective tool to nurture existing relationships, increase revenue, and gain new customers. Via a range of options that bridge the gap between the host and listeners, many businesses now rely on webinars to build up brand reputation and generate prospective leads.
- 61 percent B2B marketers rate webinars as the most effective content marketing tactic. (source)
- Of the lead generation strategies available, webinars come second as the most effective premium content type for businesses. (source)
- People attend webinars from all over the world. (source)
While the various benefits offered by webinars are apparent, the importance of pre-webinar promotion is often underemphasized. Businesses can certainly improve their ROI and build authority with webinars, but without promotional efforts the webinar they’ve invested in will just fall flat.
Promoting a webinar is therefore important, but the good news is there’s no complexity involved. You can broaden the scope of your webinar by simply promoting it on Facebook.
Facebook marketing can help you with webinar promotion and delivery. For instance, when you announce the webinar on your Facebook page, all your fans can share the post with their friends, who share further, creating a domino effect for your webinar.
But that’s just a basic way of promoting a webinar; you can utilize the following tactics to cast a wider audience net and increase registrations/signups for your webinar:
1. Take advantage of Facebook Events
If you’re a business with a small following on Facebook, you can use Facebook Events and gather people to register by inviting them through the event. Facebook will allow you to publish the landing page of the webinar, so you can use that as the location and send out invites just as you would when hosting an in-person event.
So you basically need to create an event in Facebook and put the landing page instead of the place, like demonstrated in the screenshot below:
Keep the event private if you want a targeted audience to attend your webinar. Public events should be used when webinars are targeted towards audiences with varied interests.
When people start responding to the event page, create some impact by leaving comments so that everyone knows the page is active and the webinar is something to look forward to. And after gathering a decent number of guests, you can even check the box for ‘show guest list’ to show new people arriving on the event page that who else is attending the webinar.
2. Host a contest
When you’re charging a fee from people to attend your webinar, they’ll form an opinion of getting real value out of it in terms of tips and information that attendees could use in their professional lives. As a result, there will be a perceived value when a fee is charged.
And in this case, you can host a contest where the giveaway could be the ‘free webinar registration’ for the winner. Tools like AgoraPulse will allow you to schedule the date and time of the contest, invite targeted participants, and limit access to contest by age or country (this is useful when you want to limit your webinar to a specific country).
Among the type of contests, the quiz contest is perhaps the most appropriate when the giveaway is a free registration to a webinar. Quizzes will enable fans to submit their prior knowledge about the webinar’s content, which can be used to pick up the winner. This is also a great way to know the current knowledge level of potential attendees.
3. Use Facebook Ads
Creating a Facebook ad campaign is a more direct way of promoting your webinar. Facebook ads allow you to reach a targeted audience, and features such as Custom and Lookalike audiences enable you to distinguish ad reach between different demographics.
For example, you may want to gear ads towards people who’ve already subscribed to your email list. Make the graphics, call to action, and copy appropriate to the target audience. Also, ensure a smooth landing by making every tiny detail on the landing page crystal clear.
AdEspresso can be used to fine tune your ad campaign; you would be able to optimize your campaign by removing underperforming ads and keeping ads that perform the best according to your goals.
4. Add social proof to increase engagement
The more engagement you have with Facebook audiences, the more likely they’re going to share your webinar with people in their social networks. One of the best ways to increase engagement is to add social proof to updates that are meant to promote your webinar. Additionally, you can add social proof to the webinar itself and promote it via Facebook to create a buzz.
Adding social proof can bring in new listeners who might have never heard of your brand before. One thing you can do is get sponsorship for the webinar. Adding the words ‘sponsored by’ can have a significant impact on the mindset of social media audiences. People are also likely to spread the word about the webinar when they know it is being sponsored by someone well-known such as a reputable organization. Here’s an example:
Do you have a customer that could serve as a success story, why not invite him/her over to host the webinar? This is another tactic to add social proof. Feature them in the webinar, and then create your Facebook content & promotional ads around the third-party. Feature someone who you have an excellent relationship with and has facts and figures to back up claims.
Note: Remember when you co-host a webinar, you would have an additional Facebook page (owned by your partner in crime) for the promotion.
Facebook marketing, when done right, can provide enough traction for your webinar to be a success. So give it a fighting chance when you’re looking for more registrations. Combine it with promotion on other social media networks and you’ll have a decent turnaround on the day when the webinar is scheduled to go live.
Do you know of additional ways to promote webinars on Facebook? Feel free to leave your comments.