How to Market Your Webinar for Maximum Effect

Webinars are an excellent way to promote your business and connect with potential customers across the globe. Marketing your webinar doesn't have to be difficult or expensive. With a little creativity and effort, you can reach your target audience and get them excited about attending your event.

Who should you market your webinar to?

This is a question that plagues many organisers of webinars, remote gatherings, and online events. You want to make sure you are reaching the right people with your message, but you also don't want to waste time and resources marketing to people who will never convert. If you're not sure about the answer, ask yourself these two questions:

Who is your target audience?

This is the first and most important question to consider. Who are you trying to reach with your webinar? Once you know this, you can start to narrow down your list of potential marketing targets. The purpose of your webinar will define, and be defined by, your audience — so sit with this for a while, and be sure to do your homework thoroughly.

Find the problems that your audience is already experiencing and offer a solution. Desk research and validating pain points through your sales team will help you to speak directly to your audience, and ensure that your webinar adds value.

Find specific phrases, language & TOV that speaks directly to your audience to pique their interest in a relatable way. Creating content that is so specifically tailored to your target audience will ultimately get people talking about it — encouraging an organic snowball effect.

What is the goal of your webinar?

Are you trying to generate leads? Drive sales? Or, educate your audience? The goal of your webinar will play a big role in who you market it to, and how you do so.

For example, if you're trying to generate leads, you'll want to market your webinar to people who are in your target market but who may not be familiar with your brand.

On the other hand, if you're trying to drive sales, you'll want to market your webinar to people who are already familiar with your brand and who are more likely to buy from you.

Educating your audience with quality content positions you as a thought leader, and gives your brand more credibility. This last one might not seem as important, but brand identity goes a long way, and thought leadership is often evergreen and can be used across multiple channels.

Tips on marketing your webinar

Webinars are a great way to reach a wide audience and deliver content in an engaging way. But how do you make sure that your webinar gets bums on seats, and eyes on screens? Marketing your webinar is key to ensuring that people actually attend and that your content is well-received.

We’ve written before about generating quality webinar content, and also how that content can be repurposed. Once you’ve decided on you’ve locked in your subject matter, audience, and approach — the marketing will start to shape itself. However, always be sure to:

1. Make a strong offer: Your webinar marketing should start with a strong offer. What are you promising your attendees? What value will they get from attending your webinar? Be clear and concise in your value, and make sure it's something your target audience will find irresistible.
2. Use multiple marketing channels: Don't just rely on one marketing channel to promote your webinar. The more channels you use, the greater your chances of reaching your target audience. Some of the most effective channels for promoting webinars include email, social media, paid advertising, and blog posts.
3. Be clear with your communication: When you're promoting your webinar, be clear with your communication. Tell people exactly what they can expect to learn and what benefits they'll get from attending. Specify outcomes on the registration page so that attendees can gauge the value and understand what they can expect to draw from the experience. Ensure that your content meets these goals, and is in no way misleading or perfunctory.
4. Create a sense of urgency: When marketing your webinar, creating a sense of urgency is essential. Why should your target audience attend your webinar right now? What's in it for them if they act fast? Use language that will encourage people to sign up for your webinar sooner rather than later.
5. Use stunning visuals: People are more likely to pay attention to visuals than text. Use images and videos to promote your webinar and make it more engaging — but be sure to stay ‘on brand’ so that you remain recognisable.
6. Offer incentives: People are more likely to sign up for your webinar if they're getting something out of it. Offer incentives such as discounts, freebies, or exclusive content.
7. Promote regularly: Don't just promote your webinar once and then forget about it. Make sure you're promoting it regularly leading up to the online event.
8. Use your webinar to promote: Utilising your webinar content to promote your next webinar builds evidence of value, gives the audience an idea of what to expect, and makes the most out of the content you already have.

By following these tips, you'll be well on your way to marketing your webinar for maximum effect. Just remember to keep your target audience in mind and focus on creating an offer that's too good to resist.

Webinars are a great way to market your business — but they themselves need to be marketed well to succeed. They’re an excellent way to generate leads, build credibility, and establish your brand as a thought leader.

Nowadays, remote work is an inevitability, which is why it's important to have the right tools to conduct online events and webinars for companies. That's exactly what Tevent is all about.

Tevent is an interactive webinar platform that lets you host meetings, webinars, remote gatherings, and more. It's a tool you can use to build your business and your community. Try Tevent for free today and experience its full capabilities!