How Our Advertising Crew Runs Webinar Campaigns

Prospects 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 the way our Advertising Crew makes use of GetResponse to advertise and educate about, effectively, GetResponse.

On this article, I’ll speak about how we run webinar advertising campaigns. And since we arrange near 40 webinars yearly, with our prime one thus far attracting greater than 4,000 registrants, there’s loads to speak about.

Hopefully, by sharing the very same course of our staff 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 campaigns in 8 steps:

1. Planning the campaign
2. Creating the webinar
3. Preparing the registration page
4. Sending the webinar invitation
5. Creating the website popup
6. Promoting the webinar via social media, partners, and paid ads
7. Running the webinar
8. Sending the follow-up

However first, let’s briefly clarify what we imply by Dogfooding.

Step 1. Planning the marketing campaign

Instruments used: MS Phrase, MS Groups, Jira, Slack

Earlier than diving right into a webinar marketing campaign, our staff meets to debate the main points of the upcoming challenge.

Particularly, we attempt to discover solutions to the next questions:

• What’s the objective of this marketing campaign?
• Who’re we making an attempt to succeed in?
• What’s going to the webinar be about?
• When will we run it?
• Who’ll host and assist the webinar?
• What advertising actions will we be capable to do?
• How will we comply with up after the webinar?

Instance: The objective of your webinar might be to coach your present and potential clients on a brand new instrument. Or it might be to coach them a few new advertising matter and to advertise your new e-book. In each instances, the objectives will be measured utilizing completely different metrics, like product adoption or demo requests vs. e-book downloads.

Going over these questions helps our staff align and determine on the scope of actions that we wish to pursue.

For instance, when the webinar marketing campaign must be launched inside the subsequent two weeks, we all know that we gained’t have sufficient time to arrange the belongings – copy, banners, movies – for paid media campaigns (Fb and Google adverts) and might want to follow owned media (web site, emails, in-app communication).

As soon as we’ve agreed on the main points, we create duties for our staff to allow them to all begin engaged on their actions. This normally contains designing banners and writing copy for the webinar registration web page, webinar invitation electronic mail, and popups.

Professional tip: Although we’re a remote-first firm and do a number of issues asynchronously, we attempt to kick off tasks like these throughout a stay name. It helps us get everybody onboard and it makes the challenge 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 instrument.

There, we both create a brand new webinar from scratch or duplicate considered one of our previous webinars. The latter answer saves us a little bit of time because it carries over many of the settings we’d in any other case should fill in by hand.

If it’s the primary time you’re establishing a webinar in GetResponse, you’ll want to supply the next info:

• Title of the webinar
• Webinar URL
• Date and time
• Length
• Whether or not or not you wish to routinely begin recording the webinar when it goes stay
• Whether or not or not you wish to routinely 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 stay
• Touchdown web page the place webinar attendees will go after the webinar ends

Right here’s what this seems like for considered 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 listing your webinar registrants might be added to
• Whether or not or not you wish to add the webinar registrants into an autoresponder sequence
• 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 seem like for our webinar:

Adjusting the above settings might seem to be a whole lot of effort, however as I discussed, if you use the duplicate function, it saves you roughly 90% of the work.

For our webinars, we normally solely want to supply the title, date, and alter the URL. We generally additionally use a customized thanks web page for the webinar, but when we’re quick on time, we use a generic web page as an alternative.

Professional tip 1: We all the time run webinars with the registration turned on, as a result of we wish to acquire contact info from all of the folks on this occasion (together with people who register, however don’t flip as much as the occasion). If this setting was switched off, we might solely be capable to acquire details about the people who entered the webinar room (stay 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 hold them below one hour lengthy. Additionally, we see that we get the very best attendance fee after we ship two to a few reminders (At some point earlier than, one hour earlier than, and 5 minutes earlier than the webinar).

Extra content material:

What’s a webinar and the way does it work?

The best way 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 principle, 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 want to create a customized webinar registration touchdown web page that not solely seems but in addition converts higher. Plus, it helps us preserve the identical model id throughout all channels.

To arrange the webinar registration web page, we’re utilizing the GetResponse Web site Builder. When you’ve by no means used the instrument 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 straightforward.

Utilizing the Web site Builder, we recreated one of many templates ensuring to regulate the next components

• Headline – it must be catchy and point out the webinar title
• Subheading – it ought to strengthen the title
• Predominant physique – it wants to clarify all the required particulars, comparable to when the webinar takes place, what it’s about, what the takeaways might be, or who’ll be internet hosting it
• Photographs – they should relate to the webinar matter
• Webinar registration type – it must register folks for the best webinar

Word: The webinar registration type 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 take a look at what it seems like on desktop and cell gadgets. 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 presents free domains to host your touchdown pages, however you’ll be able to additionally use your individual 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 below the identical subdomain (comparable to: webinars.getresponse.com/webinar-1). Often, we want to make use of our personal subdomain as a result of it assist us preserve model id all through all of the channels.

Professional tip: You may solely have one web site assigned to a single subdomain. Which means for each webinar marketing campaign you’d both must assign a brand new subdomain or take down the beforehand revealed web page. The workaround for that is to have one predominant 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 make sure that our web page is built-in appropriately 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 seems for our webinar registration web page:

Extra content material:

The best way to create high-performing webinar touchdown pages + examples

The best way to construct a web site from scratch (+ video information)

The best way to create a web site utilizing templates (video information)

Step 4. Sending the webinar invitation

Instruments used: GetResponse E-mail Advertising

With the registration web page stay, we will begin selling the webinar to our viewers.

Since GetResponse is generally recognized for its electronic mail advertising software program, it’s pure that we’ll start the promotional actions with emails.

We go to our electronic mail advertising instrument, select create publication, and begin engaged on the webinar invitation electronic mail.

We begin by naming the message, linking the related listing 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 so forth. On the similar time, we make sure that to exclude anybody who already registered for this occasion or is probably not involved in it.

After that, we scroll down and head over to regulate the design and content material of our message.

When you’re doing this for the primary time, there are many prebuilt electronic mail templates you’ll be able to select from. Simply decide the one that you just like essentially the most, alter the colour scheme and fonts to match your branding, and begin including your content material.

Since we’ve completed this course of a number of occasions, we go to the prevailing messages tab and reuse one of many webinar invites we’ve despatched prior to now.

Inside the e-mail creator, we make sure that so as to add all the required particulars relating to 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 “Observe hyperlink clicks with Google Analytics.”

Thanks to those settings, we’ll be capable 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’ll be able to customise what Google Analytics UTM parameters (supply, medium, time period, and so forth.) might be routinely added to your hyperlinks. For our campaigns we use the next setup:

In any case this work, the one factor left is to schedule the invitation electronic mail to the best viewers on the proper second.

Professional tip: When you don’t know precisely when to ship your electronic mail marketing campaign, decide a time that you just assume is finest on your viewers and activate the “Excellent timing” function. That is what we use for many of our campaigns.

What this function does is it seems at your particular person subscribers’ historic habits and routinely adjusts timing of the ship out to maximise the possibilities of your emails getting opened.

Extra content material:

The best way to design a webinar invitation electronic mail

The best way to create a publication (video information)

Instruments used: GetResponse Varieties and Popups

The subsequent step is to create a popup that’ll announce the webinar to our web site viewers.

Our web site is visited by 1000’s of holiday makers on daily basis. By publishing a popup on our pages, we will attain that viewers with out spending any more money.

We head over to the kinds and popups instrument, the place we create a brand new popup or duplicate an current one.

When you’re doing this for the primary time, you can begin by selecting considered one of many prebuilt templates and customise its design to match your branding.

Right here’s what our popup seems like:

As soon as we’ve designed the popup, we flip to the settings, the place we will determine how and the place our immediate might be proven.

If you need most attain, you’ll be able to 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’ll be able to present it solely on explicit pages or to individuals who’ve engaged together with your web site in a extra significant approach (for instance, they scrolled by 50% of your web page).

When you’re pleased together with your focusing on, all it’s essential do is set up a line of JavaScript code in your web site (don’t fear, you don’t have to put in writing this your self). This can be a one-time course of, and when you do it, you’ll be capable to publish as many popups in your pages as you need. You may see what this course of seems like within the following video:

Extra content material:

What are popups? Definition, varieties, and examples

The best way to create a popup in 5 straightforward 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 hitch the upcoming stay webinar. Usually, they publish a publish a few 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 Crew additionally proclaims the webinar utilizing our firm profiles. They do it usually by way of 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 by way of 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 normally requires extra syncing with the opposite manufacturers’ staff. In such conditions, we have to present them with the entire electronic mail template or at the least the copy, banners, and hyperlinks.

Lastly, after we’ve received extra time and finances on our fingers, we flip to paid adverts. Often, we promote our webinars by way of Fb and Google adverts. Generally, nonetheless, after we’re making an attempt to succeed in a really exact B2B viewers, we additionally put money into LinkedIn adverts.

Full disclosure: We run most of our paid advert campaigns natively by way of Fb, Google, or LinkedIn advert administration instruments as a result of now we have a devoted staff that manages the campaigns for us. Nevertheless, if we have been to do that on our personal, we’d run paid adverts immediately by way of the GetResponse Paid Advertisements instrument. Whereas it might not have as many superior choices because the native advert instruments, it’s extra user-friendly and it’s immediately built-in with our different advertising instruments.

Paid campaigns have the very best attain, however you’ve received to be very exact about your focusing 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 stated this, we proceed to put money into paid adverts for our most vital webinar campaigns, whereas making an attempt to refine our course of (belongings, copy, focusing 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.

Extra content material:

The best way to create Fb adverts in GetResponse

The best way 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 stay!

We head over to the Webinars tab, hover over the kebab menu on the best, and click on “Be part of as presenter.”

After offering our identify, we enter the room the place we will take a look at and put together every thing earlier than going stay.

The next video exhibits you what this course of seems 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 screen sharing
• Activate the Q&A mode
• Put together any surveys and CTAs we wish to present through the webinar

Professional tip: If you wish to take a look at the webinar with one other presenter or visitor, ask them to register for the webinar and enter the foyer. From there, you’ll be capable to transfer them to the webinar room and provides them presenter entry.

With every thing operating and on schedule, we go stay 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 make sure that to depart about quarter-hour for a stay 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 E-mail Advertising or Advertising 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 exhibiting curiosity within the occasion
• Hyperlink to the webinar recording
• Extra supplies talked about through the webinar
• Future steps or content material they may be involved in

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 considered one of such message and the way it carried out:

For extra sturdy campaigns, we do that course of utilizing our Advertising Automation instrument.

There, we will 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 break up up your viewers primarily based on whether or not they’ve attended the webinar or not. From there, you’ll be able to broaden it e.g. to see if any of them transformed, visited a selected web page, or watched the recording.

And listed below are the phase settings it’s essential use to arrange such a phase in your Contacts listing.

Time to plan your subsequent webinar advertising marketing campaign

Webinars are an vital a part of how we attain, have interaction, and promote to our B2B viewers.

Our most profitable webinar thus far attracted greater than 4,000 registrants and had round 1,000 stay attendees.

How did we obtain this outcome? By following the very same course of we simply specified by this text.

Now that our secret sauce, I’m assured you’ll be capable to succeed utilizing webinars, too.

So why not go forward and begin planning your subsequent webinar advertising marketing campaign?

And for those who ever want any steerage, be at liberty to succeed in out to our award-winning Buyer Assist Crew, out there to you 24/7.