Educational webinars are one of the most effective forms of marketing for generating leads, promoting your business and its employees, and boosting conversions for professional service organizations.

Here are some great tips on how to more effectively promote your webinars from JD Supra’s Carla Reiner, which include:

  • Webinar titles can make all the difference to your success. Make the real meat of your next virtual program — the subject matter, the reason for participating, the audience you have in mind (their industry, their role, etc) — clear and concrete, by including this information directly in your title.
  • Build a mini campaign around your webinar promotion and ensure that all stakeholders are included in it
  • Write a brief email text for your host(s) so that they can personally invite VIP clients, important prospective clients, and anyone else who should attend the program
  • Include a link to the webinar registration (with specific language, a call to action) at the end of all on-topic thought leadership published in advance of the program
  • Provide language to stakeholders so that they can share news of the webinar on social media (LinkedIn, Twitter, etc)
  • Include news of the upcoming webinar in appropriate client emails
  • If part of a series, promote the next webinar at the close of your current program (and in follow-up emails to current attendees, your lowest hanging fruit)
  • Invite all panelists to write their own thought piece in advance of the program. Published a short, text Q&A with panelists promoting what they’ll be covering. And … important … look at what the data says about attendee interest. Keep the momentum going by writing in response to what you learn.
  • For every webinar, you actually have — at a minimum — three pieces of content.
    • In the weeks leading up to the webinar, publish a piece of thought leadership introducing the webinar’s topics. This piece should have depth as engaged readers are likely to register for the webinar to “learn more.” Include a link and a call to register at the end of this post.
    • The webinar itself is another, critically important piece of content — both at the time it happens and afterwards, in recording. Make that recording available, typically in video form. Or, excerpted, in a series of much shorter videos (as part of a drip campaign).
    • Turn Q&A from the webinar into a third post; or a part two of the webinar. The best programming is that which responds to actual reader and attendee questions and concerns. It is content based on proven interest.

Here’s an article I recently wrote on how to effectively repurpose your webinar content.

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