[Meet Intrado Digital Media] Marketing Your Webinar (Part 1)
We’re back with another installment of Meet Intrado Digital Media.
In this week’s episode, I’m talking to Gabriella Cyranski, Marketing Strategist here at Intrado Digital Media. She's an expert in our webinar solutions.
We’ve spoken before about the effort that goes into creating powerful webinars—from researching and scheduling, to testing, producing and everything in between.
When you’re investing this level of time and energy, you want to make you meet your webinar goals (awareness to lead generation); that’s where marketing comes in.
Gab knows a thing or two about getting webinars in front of the right audiences, and now, she’s sharing her best advice with you.
Watch part one below as we discuss everything from how to create an engaging registration page to how far in advance you should begin your marketing efforts.
Ben Chodor: Good morning, good afternoon, good evening, and welcome to another episode of Meet Intrado Digital Media, where I have the privilege of going behind the curtain and introducing you to some of the stars in our organization.
And today is no exception! I’m introducing you to Gab; she works on our team that helps people market their webcasts, webinars, and events. It’s kind of amazing to me, because, we have 1,300 people in our organization, we have offices in over 17 countries around the world, we do business in over 200 countries, and I have incredible people all over the company, but VERY few that I actually get to work with on a day-to-day basis and have actually done events with.
And so I’m gonna bring Gab on, and Gab and I have had the privilege of producing events together, working on events together, spending multiple days onsite. We helped create HIMSS TV together, which we actually broadcast in a private environment; we syndicate it out to Facebook and Twitter and YouTube, and we also created an OTT channel on Roku for it. So, nobody knows more about marketing a webcast or a broadcast or an event than Gab.
Gab - it’s so great to see you, how are you?
Gabriella Cyranski: Good, thanks so much for having me ben!
Ben: Oh my god, this is one of my favorite topics, right? And it’s one of those things that I always tell people - you CAN’T just produce an event and expect people to come. You can’t just Tweet it out there and expect people to come, or put links in different places. Gab, how important is it to market your broadcast, your webcast, your webinar?
Gab: It’s super important! And it’s super important, too, to have a comprehensive, multichannel plan in order to do this, so that you are able to get as many people as you’d like to come to your either webcast or television production, or any other virtual event that you're doing. Because that’s your whole goal - to get people to attend, and then take advantage of that content that you’re delivering.
Ben: Alright, so I’m gonna shoot you a question. So, doing an event, I know one of the first things you have to do - everyone knows - you’ve gotta create a registration page, right? So, I built my registration page, but what are some tips? How do I make it better? Because, I find when I go to a page, and there’s just too many questions, or not enough questions… What’s the perfect mix?
Gab: Well, the first thing is that you have to remember that the registration page goal is to actually get people to register. It’s not a place that you’re supposed to go and have a whole rehashed content from your event. You have to put content on there that is gonna inspire people to register. This is your last shot to do it! So first of all, what you want to do, is have content on there that’s going to tell people what’s in it for them. What is this event, webcast, event going to TELL me? How is it gonna help me professionally, maybe personally, or otherwise. And then also, what am I going to learn from this event. So, what are gonna be some of the takeaways?
Secondly - you know, you alluded to this - a clear call-to-action. So, you’ve got that registration form, and that’s what you’re gonna use to register. You don’t wanna have a ton of fields on there, and you don’t wanna make some of the questions super salesey, because that’s gonna cause people to abandon.
Gab: And one last thing -
Ben: Yeah, do it!
Gab: One last thing - you don’t wanna have any links on that reg page that are gonna take people away from that page. So, nothing about “click here to find out more about your sponsor, click here to find out more about the speakers. You wanna keep them on that page, and you want them to register.
Ben: So, clean, crisp, with the message, that’s it. Nothing to make me lose my focus.
Alright, so now we’ve created our event page, our registration page. How much time do you really need to produce and market a webcast or webinar?
Gab: So, for a webcast, you should start four weeks out, and you should have communications pushed out about every week, and also it’s really important to have communication pushed out day-of as well. Our calendars are crazy, everyone’s got last-minute things coming up, so that day-of communication is super important to kind of jumpstart people to remember to attend your event.
Ben: Alright, so, this is one of the ones that’s important to me. So, I sign up for lots of webcasts, I like to get educated in the space, outside of the space, personal growth, and I put them in my calendar, but I do forget about them. And, I’m really bad at it. So, how important is keeping in touch with me via email or other forms?
Gab: It’s super important, and this is kind of one of the pitfalls I find some of our clients fall into. It’s that, once you send out that “thank you for registering” email, you kind of forget about your people until it’s actually the day of the event. And so, nurturing - what you described - sending out those reminders, whether it’s via email or other channels, is super important to keep you top-of-mind.
And also, using some of the content from your actual event that they’re gonna be seeing is gonna be a motivator for them to attend. It’s like that little nugget of interesting tidbits that are gonna really inspire them to attend the event.
Ben: So, it’s sort of the movie trailer. You’ve gotta think of it as any other event, right? Give me a little taste, get me something exciting about it. Hey, so do you think it’s important if someone’s gonna do webinars, webcasts, that you can’t just do it once and then forget about it? Should it be a series or an ongoing effort?
Gab: If you can do a series, then that is gonna be the best way that you can do it. Because - just like any kind of series on television - people always kind of wanna know what the rest of that story is. So, this is the same thing as webcasts. It’s what is kind of taking your story and bunching it up into little nuggets, and keeping them enthralled in what’s next in your story.
What to Read Next: