Webinars are teeming with potential when it comes to generating leads, because they have one of the highest conversion rates among the types of content. However, to enjoy the fruits of a successful webinar, an effective promotion strategy is of the essence.
Social media is an indispensable instrument that can work wonders for your attendance rate. If you think about it, what better way to reach large groups of people with the click of a button? Incorporating social media into your marketing strategy also allows you to fine-tune your audience targeting.
For those wondering how to promote webinars using social media, here are a few tips.
- Study the Platforms on Which Your Target Audience Segment is Most Active
Promoting your webinar on random social media platforms is as futile as promoting it to the wrong audience. If the majority of your target audience segment is active on Instagram and Twitter, then promoting your webinar on Facebook is futile no matter how well you do it.
Conduct surveys and use collected data from previous webinars to determine which social media your target demographic uses. Market your webinar with a focus on these platforms.
2. Build a Landing Page Optimized for Sharing
A landing page is a crucial component of your webinar promotion strategy. If your landing page is easy to share, it is more likely that visitors to your landing page will share it with others. A good landing page will not only drive more traffic to the page itself but also boost your turnout rates.
Adding anywhere between 2 to 4 share buttons can be a terrific start. You can also display the number of times visitors share the page in a prominent place, and add buttons for sharing your page.
3. Use Similar or Matching Designs for the Ad and the Landing Page
Following the “scent principle” when advertising your webinar is one of the most effective ways of generating leads. This principle in advertising states that a similarity between the ad and the landing page significantly boosts conversion rates.
Use the same images, color scheme, font, and keywords so that your ad and landing page bears a connection. With the basic design in place, make minor alterations to optimize the pages
4. Optimize Your Ads Based on the Platform
Designing a unique ad for each social platform makes your marketing more effective. Since each platform has its own guidelines, the same ad for all of them would be inefficient. Each platform has its own best practices as well. For example, tall images get much more engagement on Pinterest than images of shorter dimensions. In the case of Facebook ads, the text on your image should not exceed 20% of the image area.
5. Collaborate with Influencers
This tactic is quite popular when it comes to social media marketing. Collaborating with influencers can help expand your reach by a large margin and bump up the attendance rate. You can personally reach out to an influencer or use a third-party website designed for this purpose.
An Edge That You Possibly Need
These tips on how to promote webinars can give your marketing strategy an edge over your competitors. At the heart of a successful webinar is adept promotion, so it is crucial to tweak your plan according to changing goals and requirements.