Email has hundreds of advantages and utilising it to promote your webinar is the best advantage you have yet. It’s all about planning, automation, subscribers and an excellent promotion. Once you have those strategies in place, you’re good to go.
But Why Consider Using Email to Promote Your Webinar?
Promoting your event means letting your subscribers know when the webinar is scheduled, what the topic is, how it’s going to help them and what the results are going to be. There’s a lot involved. Email campaigns are designed to inform, promote and let your subscribers know they’re going to be entertained while you bring solutions to the table. Your subscribers are already interested in what you are preparing otherwise they wouldn’t have signed up to be included on your list in the first place.
Email is also designed to excite, to whet the appetites of your subscribers and worded well, they are the proverbial carrot. But they are also able to be automated using autoresponders which mean you have more free time to plan and prepare for the more important stuff, the webinar.
How Do You Promote Your Webinar By Utilising An Email Campaign? With 5 Easy Practises
1. Autoresponders Are Your Best Friends
Preparing your webinar means choosing the relevant tools with which to do it and an autoresponder will need to be in place to take care of the processes. Aweber or MailChimp are your best bets, easy to use and reliable, however the choice is entirely yours. Timing is important, so scheduling your webinar in a time frame that allows you to properly promote it is vital. If you’re using your campaign to market your product with your email, you have two things you must keep in mind.
- Reaching as many subscribers as you possibly can is done by scheduling your campaign ahead of your webinar, naturally. It is possible your first email will not pique interest, and it’s even more possible that you’ll be inundated with affirmations of attendance.
- You’re here to entice your audience. Therefore the more time, within reason, you have to convince your audience to attend, is a bonus to you.
- It is generally a good idea to organise your schedule at least two weeks before the event. That is enough time for people to become aware of the impending date on which the webinar is going to take place, and it isn’t so long that people will forget. Do not, however, make the mistake of bombarding your subscribers with emails every day. You’ll more likely chase them away.
2. Attention Getters Are Important
Without a ripper of a Headline though, your campaign might fall flat. You need to appeal to the emotions, but there’s a little more to it than that.
To be specific, you need to do four things:
- Catch their Attention – use their name
- Capture their Interest
- Arouse their Desire
- Motivate them to take Action
When you insert news into your headline, promise a benefit or even use both, you’ve got yourself a killer headline. Using words that announce. Phrases like; At Last … How to … The startling truth about …. The amazing secret of …
so for example,
At Last! Scientists Have Released The Startling Secret To Losing Weight in 30 days And Keeping It Off!
What you’ve got in eighteen words is a combination of something that is finally being delivered. The delivery is not by some desperate sales ad, or the image of the model who has been photo-shopped so that you reply “Yeah Right!”. Scientists are a select group of analytical, reliable, honest people whose integrity is in a place that never slips. Validation is there in the 30 days. The count is specific and achievable. It’s a headline that has people experiencing double whiplash because it works.
3. Your Approach Must be Unforgettable
The headline should reflect the reason; your webinar. Each subsequent email needs to subtly remind your reader of your last email that spoke about your webinar. Through each, you will build a sense of awe through the curiosity of your subscriber. Build the event through the provision of clues and share tips in an ambiguous way as you build the narrative that keeps appetites unsated but desires peaked. As mentioned in the bullet points, using the subscriber’s name is the first step to having them read your entire email.
And finally, as you approach your webinar deadline, throw in a sense of urgency but beware of the sense of desperation. That is a dead give-away and might just chase your audience, so they abandon your webinar altogether. Set the deadline and keep it. So long as there is something beneficial to your audience, the sense of urgency is a lure for them to either step up to the plate or lose the opportunity.
Your promotion should reflect a few key facts to keep your audience interested.
- As mentioned, set your deadline. Now, with each subsequent email, as you promote your event, remind your audience of the set deadline. “You have 2 days left before …” Keep it breezy and out of the dreaded shadows of desperation but instil the importance.
- You’ve addressed your subscribers with a low-key introduction to your webinar, but now it’s time to ramp up the sense of urgency as you approach the deadline.
- You’ve probably noticed how it’s done when you’ve attended a webinar yourself. The best has always been saved for last. By remaining focused on how you’re assisting your audience with your content so far, leaving the ultimate until last is an assurance that if they don’t take action, they’re going to miss out and there will never be a second opportunity.
4. You’re Not There Yet—Testimonials
Before making a decision to purchase, people generally do their due diligence and research online which is why you need to include testimonials.
- Don’t over do it with the testimonials. Two or three submitted throughout the entire campaign will be sufficient. You don’t want to lose your audience because they assume you’re ‘filling’ your email with rubbish.
- Always add the testimonials at the end of your content, never at the introduction. Too much too soon is a sign of desperation.
Of course, if you haven’t had the opportunity to build your testimonial list, you can use this webinar to harvest a few by asking your attendees to let you know what they thought about the event as it is nearing its conclusion. Let them know what you’d like to use the testimonials in future and anyone who isn’t comfortable with that, let them know that it’s fine by you if they opt not to leave one. It’s just a courtesy they’ll appreciate.
5. Calls To Action
Always include a call to action or a CTA as they’re often referred to. If you remind your audience that they need to take a particular course of action to be involved and to reap the benefits, your webinar will be a success. When you want your visitors to convert, ask them. Use these calls to action throughout the entire campaign and remind them again that your webinar is on a particular date at a particular time.
Calls to Action include:
- Directly asking your subscribers to attend your webinar. Include one CTA in every message you send out. For Example, sowing the seeds by a subtle reminder to “attend the webinar via this link on this date, looking forward to seeing you there”.
- You’re ready to help your subscriber build or create something from scratch. You have the tools to assist their progress. It’s an incentive for them to join the fastest network to learning about the product and how it will help them.
- Let them know how they’ll discover how they can do something. “I’ll show you how you can use the product and enjoy the benefits immediately.”
- Are they fed up with losing out on profits? Your product might be just what they need to remedy that situation.
- Get in touch with their vulnerability. “Are you troubled about the lack of payments you’re getting?” You’re understanding how they feel and how you can help.
Nothing about the campaign is as important as the promotion. Having considered your headlines, created a feeling of urgency, included a few testimonials, scheduled your emails and included compelling calls to action, you’re good to go. With all those little things taken care of, you can rest assured the campaign will go smoothly and your webinar will be the success you envisaged.