How to Use Webinars & Events to Build Lasting Relationships with

Your Audience

Presented By:Caitlin Flask and Rachel Rosin

Act-on Software, Inc.

This manual was created for online viewing. State specific information in this manual is used for illustration and is an example only.

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How to Use Webinars & Events to Build Lasting Relationships with Your

Audience

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Seminar ID: 400409

Prepared By:Caitlin Flask and Rachel Rosin

Act-on Software, Inc.

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How to Use Webinars & Events to Build Lasting Relationships with

Your Audience

1

2

Rachel RosinSr. Manager, Digital

Marketing

Caitlin FlaskDigital Marketing

Manager

Today’s Agenda

• Planning webinars tailored to your target audience

• Effectively promoting webinars for increased engagement

• Leveraging and extending the life of your webinar content

3

Over 60% of marketers are using webinars as a part of

their content marketing programs.

-Content Marketing Institute

Two-thirds of B2B Marketers cite webinars and online events as the

most effective method for generating leads and

marketing to prospects and customers.

-Content Marketing Institute

4

Planning Webinars Tailored to Your Target

Audience

What’s Your Goal? Are you …

• Building your Brand

• Driving Demand

• Expanding Customer Relationships

5

Support Graphics – Wheel BDE on BlueBuyer’s Journey

DemandBrand Expand

Informative Webinar Content

Validation Webinar Content

Educational Webinar Content

Example Webinar Topics

• Industry Education• Relevant News • Analyst Acclaim

Brand

• Product Demos• Q&A Meetings• Success Stories

Demand

• Product Features• Onboarding • Upsell Opportunities

Expand

6

Webinar Formats

Educational Q&A Panelist Discussion

Workshop

• Lecture Style• 1-2 Presenters

*Can be pre-recorded

• Audience Driven• 1 Subject Expert• Skilled Moderator

• 3-5 Influencers• Skilled Moderator

• 1 Presenter• Screen share

Webinar Logistics

Speaker Schedule Platform/Tech

Rehearse!

• Clear Expectations• Set date• Meeting invite

• Date of Webinar• Date of Rehearsal• Date Slides are Due• Promotion Schedule

• On24• Web-Ex• GoToWebinar• ReadyTalk

• Quiet Room• Stable Internet • No Mobile Phones

7

Effectively promoting webinars for increased

engagement

Forms & Landing Pages

• Keep the form fields brief (6-8 fields)

• Copy should be compelling, solve a pain point

• Introduce the speakers

• Use UTM Attribution in URLs for multi channel promotion

• Use an autoresponder

8

Confirmation Landing Pages

• Use a confirmation page to confirm the submit

• Include details needed to attend the event.

Invitations• Make your copy as short as possible, and

use images

• Make registering for the event your only call to action

• Choose your list thoughtfully

• Set your email cadence and frequency

• Use an Automated Program to send your emails

9

QUICK TIPSEmail Best Practices

• Be congruent with your subject line and pre-header text

• Try personalization

• Best send dates: Tuesday & Wednesday

• Tell your audience what they will receive afterwards

• Be sure to keep your lists clean for optimal deliverability

Driving Registrations and Attendance

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Driving Registration & Attendance

• Use social channels to promote

• Provide links to registration in email subject lines

• Promote on your website events page

• Write a blog post about the topic – use webinar at the CTA

• Send a reminder email a few hours before the event to all registrants

BONUS: Encourage your audience to register for the event to receive an on-demand recording even if they can’t attend live!

REMEMBER

At the conclusion of your webinar, send a follow up to

all registrants with any promised assets.

11

Leveraging and extending the life of your webinar

content

Recycle, Reuse, Repurpose!

The Rule of Four:

• Blog post

• Infographic

• eBook

• On-Demand Video

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It’s Ridiculously Simple …

13

Click Play!

iFrame Form Appears

14

Test Your Gating Methods

Quick Tips:

• Start with identifying your goal

• Don’t wait until the last minute to plan logistics

• Automate your promotions

• Utilize multi-channel promotion

• Let your webinars live on

15

Questions?

www.act-on.com@ActOnSoftware | #ActOnSW

16

Notes