How to run webinars to get new customers
What are different methods you can use to attract new customers to your webinar? This blog post is sort of a continuation of our last one, which was primarily focused on garnering more signups. However, with this post, we will delve a little deeper and analyze various tools that can be employed to attract new participants to your platform. We recommend combining the tips used in the previous post, as well as the ones listed underneath, to not only increase the number of viewers, but also expand your customer outreach.
The first, is to promote the event through various social media platforms.
Social media is an extremely powerful marketing tool, which comes at no cost and allows one to tap into a digital market of 112.5 million individuals. Creating a shorty-catchy social video can be an integral part of your promotional strategy campaign, where you can highlight the main topic of the event, webinar participants (if any), and share important information regarding the online event. You can post the video on different social media platforms, such as Instagram, Twitter, and LinkedIn and urge followers to share it – expanding your online reach and tapping into other unexplored markets. Having a call-to-action, along with posts or promotional videos, is another tactical way to urge customers to sign-up for the event, creating a sense of urgency and need to do so.
One of the most successful ways to garner new customers is to urge current ones to share the event. Word-of-mouth can be a powerful tool in the social media scene, as customers are most likely to trust their friends or online followers that they deem reputable. By just encouraging people to share the event when they sign-up, can result in an influx of new customers willing to learn more about the webinar and the services you have to offer. Remember, it takes just one match to light a whole forest on fire, and this is the power of social media and the referral system in today’s day and age.
The second, we suggest making use of partner traffic. What exactly is partner traffic? It’s basically making use of your connections by reaching out to professionals, within your industry, that have your ideal customer base, and ask to either promote or partake in your webinar. This, in turn, would allow you to connect with his/her followers and garner new followers or clients for yourself, further expanding your online reach. Partner traffic is a great way to not only gain a new following, but to also increase the number of sign-ups, as the individuals participating or hosting the event would be urged to promote it, which can essentially help boost their image or professional credibility.
If this is not your first time hosting an online webinar and you are familiar with Facebook or Google ads, we suggest investing in paid traffic, which is often referred to as the ‘holy grail’ of online business. The reason why we suggest newcomers to avoid using such ads, is because they can be quite tricky and complicated to use, especially Facebook ads. You need to have every detailed narrowed down and thought through to actually make the most of these ads and, in turn, receive profitable returns as a result. But, if you have funds at your disposable and you’re well acquainted with how Facebook ads work, then go for it! Just make sure that you have the appropriate message and strategy set in place to reach your target audience, if not, it’s just money going down the drain. To increase the number of webinar registrations, it is recommended to focus on ‘Frontend Facebook Ads’. Jon S, a webinar specialist, claims that there are a number of ad targeting audiences and has provided a list “with the warmest and usually the lowest cost per registration and highest EPR”.
- Email Custom Audiences & Website Traffic Custom Audiences
- Fan Page Audiences
- 1% Lookalike Audiences
- Interest Audiences (targeting competitors fan pages with other interests)
He usually recommends “starting with the first two and then looking at numbers three and four when you want to scale up your attendance”.
Lastly, it doesn’t hurt to use social media platforms, such as Twitter, to directly target your customer base. You can use the DM feature to contact individuals that you believe can benefit from the webinar or might be of interest to them. By doing so, you are not only creating a direct line of communication with your customers, but also showing that you care about establishing a relationship with your audience and presenting yourself as an approachable figure.
Again, as was previously mentioned earlier in this blog post, it is suggested to combine the tips mentioned in our last post, along with these proposals, to increase the number of participants registering for your webinar. Combining all of these mechanisms together would allow you to expand your customer outreach and, in turn, also witness new individuals joining your business community.
*EPR = Extended producer responsibility, which signifies “all of the environmental costs associated with a product throughout the product life cycle to the market price of that product”.