How Our Marketing Team Runs Webinar Campaigns

Customers usually ask us: “How can I use GetResponse to promote my business?”

We’ll begin by sharing different clients’ success tales for inspiration, and we’ve additionally determined to indicate you the way our Marketing Team makes use of GetResponse to advertise and educate about, nicely, GetResponse.

In this text, I’ll discuss how we run webinar advertising and marketing campaigns. And since we arrange near 40 webinars yearly, with our high one to date attracting greater than 4,000 registrants, there’s so much to speak about.

Hopefully, by sharing the very same course of our group follows, this text will encourage you to look into all of the methods webinars can assist your enterprise prosper. And who is aware of, possibly you’ll even use GetResponse to your personal success story!?

Here’s how we run our webinar advertising and marketing campaigns in 8 steps:

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

Step 1. Planning the marketing campaign

Tools used: MS Word, MS Teams, Jira, Slack

Before diving right into a webinar marketing campaign, our group meets to debate the main points of the upcoming venture.

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

• What’s the purpose of this marketing campaign?
• Who are we attempting to succeed in?
• What will the webinar be about?
• When will we run it?
• Who’ll host and assist the webinar?
• What advertising and marketing actions will we have the ability to do?
• How will we comply with up after the webinar?

Example: The purpose of your webinar could possibly be to teach your present and potential clients on a brand new instrument. Or it could possibly be to teach them a few new advertising and marketing subject and to advertise your new book. In each circumstances, the targets might be measured utilizing completely different metrics, like product adoption or demo requests vs. book downloads.

Going over these questions helps our group align and resolve 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 received’t have sufficient time to organize the property – copy, banners, movies – for paid media campaigns (Facebook and Google advertisements) and might want to stick with owned media (web site, emails, in-app communication).

Here are just a few examples of social media banners we used for one among our webinar campaigns

Here’s a publication and a web site popup we used for a similar webinar marketing campaign

Once we’ve agreed on the main points, we create duties for our group to allow them to all begin engaged on their actions. This often consists of designing banners and writing copy for the webinar registration web page, webinar invitation e-mail, and popups.

Pro tip: Even although we’re a remote-first firm and do a number of issues asynchronously, we attempt to kick off initiatives like these throughout a dwell name. It helps us get everybody onboard and it makes the venture extra “real.” Everything that we agree on on this name is then summed up in a Slack channel and applicable Jira epic.

Step 2. Creating the webinar

Tools 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.

Accessing the GetResponse Webinars instrument from the principle menu

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

Creating new or duplicating present webinars in GetResponse

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

• Title of the webinar
• Webinar URL
• Date and time
• Duration
• Whether or not you wish to mechanically begin recording the webinar when it goes dwell
• Whether or not you wish to mechanically flip the webinar into an on-demand webinar as soon as it ends
• Lobby messages seen to individuals who go to your webinar URL earlier than the occasion goes dwell
• Landing web page the place webinar attendees will go after the webinar ends

Here’s what this seems like for one among our webinar campaigns:

Example of the fundamental webinar settings we at GetResponse use to run our webinar campaigns

In addition, 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 checklist your webinar registrants might be added to
• Whether or not you wish to add the webinar registrants into an autoresponder collection
• Whether or not you need the registration to be required
• What template you wish to use to your webinar reminders
• How many webinar reminders you wish to ship earlier than the occasion
• Whether or not you wish to password shield and/or add consent fields to your webinar registration

Here’s what these settings seem like for our webinar:

Webinar registration and subscription settings we at GetResponse use to run our webinar campaigns

Adjusting the above settings could look like quite a lot of effort, however as I discussed, once you use the duplicate characteristic, it saves you roughly 90% of the work.

For our webinars, we often solely want to offer the title, date, and regulate the URL. We generally additionally use a customized thanks web page for the webinar, but when we’re brief on time, we use a generic web page as a substitute.

Pro tip 1: We all the time run webinars with the registration turned on, as a result of we wish to acquire contact data from all of the individuals on this occasion (together with people who register, however don’t flip as much as the occasion). If this setting was switched off, we’d solely have the ability to acquire details about the folks that entered the webinar room (dwell or on-demand).

Pro tip 2: We discovered that almost all of our webinar attendees stick with us for about 35-45 minutes, so we attempt to hold them underneath one hour lengthy. Also, we see that we get the very best attendance price once we ship two to a few reminders (One day earlier than, one hour earlier than, and 5 minutes earlier than the webinar).

Additional content material:

What is a webinar and the way does it work?

How to create a webinar (video information)

Step 3. Preparing the webinar registration web page

Tools used: GetResponse Website Builder

Once we’ve created the webinar, it’s time to create the webinar registration web page.

Accessing the GetResponse Website Builder by way of the principle navigation

In principle, we might skip this step and ship our customers to the webinar registration URL we specified within the earlier step. However, as we wish to maximize our webinar signups, we choose to create a customized webinar registration touchdown web page that not solely seems but additionally converts higher. Plus, it helps us keep the identical model identification throughout all channels.

Webinar URL web page you should utilize to gather registrations immediately

Webinar registration web page we created utilizing the GetResponse Website Builder

To arrange the webinar registration web page, we’re utilizing the GetResponse Website Builder. If 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.

Using the Website 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
• Main physique – it wants to elucidate 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
• Images – they should relate to the webinar subject
• Webinar registration type – it must register individuals for the proper webinar

Note: The webinar registration type permits you to select from webinars which have already been created inside GetResponse and have the registration turned on.

Once we’ve edited the web page visually, we check what it seems like on desktop and cellular gadgets. Once 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.

Accessing the web page settings inside GetResponse Website Builder

Adjusting the web page settings contained in the GetResponse Website Builder

Let’s speak a bit in regards to the URL.

GetResponse presents free domains to host your touchdown pages, however you too can use your individual subdomain.

For the marketing campaign we shared on this article, we used one of many free domains (grweb.website) and the webinar registration web page URL was – https://interactive-content.grweb.website.

For different campaigns, we use our personal subdomain – webinars.getresponse.com. In this setup, each time we create a brand new webinar marketing campaign, we simply create a brand new web page and host it underneath the identical subdomain (comparable to: webinars.getresponse.com/webinar-1). Usually, we choose to make use of our personal subdomain as a result of it assist us keep model identification all through all of the channels.

Pro tip: You can solely have one web site assigned to a single subdomain. That means for each webinar marketing campaign you’d both have to assign a brand new subdomain or take down the beforehand revealed web page. The workaround for that is to have one major web site the place every particular person web page might be devoted to a unique webinar.

After we’ve completed designing the webinar registration web page and filling out the title, description, and the URL, we ensure 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.

Here’s what this setup seems for our webinar registration web page:

Webinar registration web page settings the place you may, amongst different issues, combine the web page with GA, GTM, or assign your individual subdomain

Additional content material:

How to create high-performing webinar touchdown pages + examples

How to construct a web site from scratch (+ video information)

How to create a web site utilizing templates (video information)

Step 4. Sending the webinar invitation

Tools used: GetResponse Email Marketing

With the registration web page dwell, we are able to begin selling the webinar to our viewers.

Since GetResponse is usually identified for its e-mail advertising and marketing software program, it’s pure that we’ll start the promotional actions with emails.

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

Accessing GetResponse Email Marketing instruments

We begin by naming the message, linking the related checklist for this marketing campaign, selecting the suitable “from” handle, crafting the topic line, and selecting the recipients.

Example: If the webinar is supposed for our English-speaking viewers, we sometimes 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 many others. At the identical time, we ensure that to exclude anybody who already registered for this occasion or will not be interested by it.

Webinar invitation e-mail settings the place you may specify, amongst different issues, the message identify, topic line, or the recipients

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

If you’re doing this for the primary time, there are many prebuilt e-mail templates you may select from. Just choose the one that you just like essentially the most, regulate the colour scheme and fonts to match your branding, and begin including your content material.

Some of the free e-mail templates you’ll discover inside GetResponse

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

Inside the e-mail creator, we ensure that so as to add all the required particulars relating to our new webinar.

Designing the webinar invitation e-mail utilizing GetResponse Email Creator

After we’ve edited the e-mail, we click on subsequent, and head over to the monitoring settings. There, we allow “Click tracking” and “Track link clicks with Google Analytics.”

Thanks to those settings, we’ll have the ability to higher analyze the efficiency of our e-mail marketing campaign each inside GetResponse and Google Analytics.

Adjusting the hyperlink monitoring settings to your message

Pro tip: In the Integrations tab inside your GetResponse account, you may customise what Google Analytics UTM parameters (supply, medium, time period, and many others.) might be mechanically added to your hyperlinks. For our campaigns we use the next setup:

Google Analytics integration configuration inside GetResponse

After all this work, the one factor left is to schedule the invitation e-mail to the proper viewers on the proper second.

Email scheduling choices together with – ship instantly, schedule for later, good timing, and time journey.

Pro tip: If you don’t know precisely when to ship your e-mail marketing campaign, choose a time that you just assume is finest to your viewers and activate the “Perfect timing” characteristic. This is what we use for many of our campaigns.

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

Additional content material:

How to design a webinar invitation e-mail

How to create a publication (video information)

Tools used: GetResponse Forms 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 hundreds of tourists every single day. By publishing a popup on our pages, we are able to attain that viewers with out spending any extra cash.

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

Accessing GetResponse Forms and Popups instrument

If you’re doing this for the primary time, you can begin by choosing one among many prebuilt templates and customise its design to match your branding.

Here’s what our popup seems like:

Example of a web site popup we used to advertise the webinar marketing campaign

Once we’ve designed the popup, we flip to the settings, the place we are able to resolve how and the place our immediate might be proven.

Display guidelines settings within the GetResponse Forms and Popups Creator.

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

Once you’re completely satisfied along with your concentrating on, all it’s good to do is set up a line of JavaScript code in your web site (don’t fear, you don’t have to write down this your self). This is a one-time course of, and when you do it, you’ll have the ability to publish as many popups in your pages as you need. You can see what this course of seems like within the following video:

Additional content material:

What are popups? Definition, varieties, and examples

How to create a popup in 5 simple steps

Tools used: Social media platforms, Paid advertisements

Depending on how a lot time we’ve received at our disposal, we flip to different promotional channels – social media, companions, and paid advertisements.

For social media, we ask our webinar hosts and colleagues to ask their very own social media followers to hitch the upcoming dwell webinar. Typically, they publish a submit a few times on LinkedIn or Twitter. Depending on the place they’re most lively.

Here’s an instance of such a submit:

Example of a LinkedIn submit the place I promoted one among our accomplice webinars

In addition, our Social Media Team additionally proclaims the webinar utilizing our firm profiles. They do it sometimes by way of natural posts and reels on Instagram and LinkedIn.

Here’s one instance:

Example of a LinkedIn submit selling an upcoming webinar

If we’re operating the webinar with a accomplice 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 submit, a publication point out, or a banner advert on their web site.

Here’s an instance of an e-mail our accomplice, Outgrow, despatched to their viewers.

Email selling a webinar despatched by our accomplice

So far, devoted newsletters to our companions’ viewers have labored finest, however this often requires extra syncing with the opposite manufacturers’ group. In such conditions, we have to present them with the entire e-mail template or a minimum of the copy, banners, and hyperlinks.

Finally, once we’ve received extra time and funds on our fingers, we flip to paid advertisements. Usually, we promote our webinars by way of Facebook and Google advertisements. Sometimes, nevertheless, once we’re attempting to succeed in a really exact B2B viewers, we additionally put money into LinkedIn advertisements.

Full disclosure: We run most of our paid advert campaigns natively by way of Facebook, Google, or LinkedIn advert administration instruments as a result of we’ve got a devoted group that manages the campaigns for us. However, if we have been to do that on our personal, we’d run paid advertisements immediately by way of the GetResponse Paid Ads instrument. While 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 and marketing instruments.

Paid campaigns have the very best attain, however you’ve received to be very exact about your concentrating 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 advertisements for our most essential webinar campaigns, whereas attempting to refine our course of (property, copy, concentrating on) to realize essentially the most optimum value per lead.

Here’s an instance of a banner we used to advertise our latest on-demand webinar.

Example of a banner advert we used to advertise our on-demand webinar

Additional content material:

How to create Facebook advertisements in GetResponse

How to create Google advertisements in GetResponse

Step 7. Running the webinar

Tools used: GetResponse Webinars

With all of the promotional actions accomplished, it’s time to go dwell!

We head over to the Webinars tab, hover over the kebab menu on the proper, and click on “Join as presenter.”

Joining the webinar as current

After offering our identify, we enter the room the place we are able to check and put together every thing earlier than going dwell.

The following video reveals you what this course of seems like:

Typically, we reserve half-hour for testing and customizing the webinar room. During that point, we:

• Upload our presentation
• Test the digicam and microphone setup
• Test the display sharing
• Turn on the Q&A mode
• Prepare any surveys and CTAs we wish to present in the course of the webinar

Pro tip: If you wish to check the webinar with one other presenter or visitor, ask them to register for the webinar and enter the foyer. From there, you’ll have the ability to transfer them to the webinar room and provides them presenter entry.

With every thing operating and on schedule, we go dwell 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 ensure that to depart about quarter-hour for a dwell 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

Tools used: GetResponse Email Marketing or Marketing Automation

The final step in our webinar marketing campaign is the comply with up after the occasion has already aired.

Usually, we ship out one or two emails to everybody who registered for the webinar, the place we embody:

• A thanks message for displaying curiosity within the occasion
• Link to the webinar recording
• Additional supplies talked about in the course of the webinar
• Future steps or content material they is perhaps interested by

Most of the time, we do that by hand. Simply by sending out a publication to the suitable phase of individuals.

Here’s an instance one among such message and the way it carried out:

Email follow-up with the webinar recording and promotional presents

Performance of the e-mail follow-up we despatched

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

There, we are able to put together a number of follow-up sequences to particular person buyer segments (individuals who attended the webinar vs. those that solely registered).

Here’s an instance of a easy workflow that’d cut up up your viewers primarily based on whether or not they’ve attended the webinar or not. From there, you may broaden it e.g. to see if any of them transformed, visited a selected web page, or watched the recording.

Example of a advertising and marketing automation workflow that splits the viewers primarily based on whether or not they’ve attended the webinar or not

And listed below are the phase settings it’s good to use to organize such a phase in your Contacts checklist.

Segment settings that it’s good to use to determine webinar attendees in GetResponse contacts checklist

Time to plan your subsequent webinar advertising and marketing marketing campaign

Webinars are an essential a part of how we attain, interact, and promote to our B2B viewers.

Our most profitable webinar to date attracted greater than 4,000 registrants and had round 1,000 dwell attendees.

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

Now that you already know our secret sauce, I’m assured you’ll have the ability to succeed utilizing webinars, too.

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

And if you happen to ever want any steerage, be at liberty to succeed in out to our award-winning Customer Support Team, accessible to you 24/7.