Categories
Promoting Webinars

Top 10 Ways to Successfully Promote Your Webinar

If you are able to promote your webinar successfully, it means that you’ve won half the battle. Promotion is an essential part and there are many ways to achieve it for your company now.

In this article, I have listed the top 10 ways to promote a webinar to help you drive registrations, in the effort to help you drive sales at the bottom of the funnel.

  1. Social Media

Social media is the most obvious distribution channel to start promoting your webinar on.

The most common channel for b2b distribution is Linkedin, with Facebook, Twitter and Instagram following behind.

Promoting on social, however, is not just a simple tweet or status update — if you spend the time you can help drive a good portion of registrations for your webinar.

  1. Email

Email’s have proven to be the best method of promoting a webinar and if you have a good database this is a key area to focus.

While social media can help you spread the word across multiple channels, email is better positioned for converting into registrations. This is because you already (hopefully) have a good relationship with your users.

  1. Blog about your webinar

Blog before and after your event (we talk about the latter in our Ultimate Guide to Repurposing Content).

In the blog post, you can discuss a topic related to the webinar. For example, if your webinar is about Best Tips for Remote Work, you can do a blog post interviewing someone about how they have been managing their day when working from home.

  1. Teaser/trailer of your webinar

Create a short teaser of your webinar to catch people’s interest. Keep the video under 3 minutes and upload it on social media and your website.

  1. Press release

If the topic or speaker of your webinar is on-demand, you can get in touch with online industry journalists and arrange a press release.

  1. Promote on Your Website

Add a call-to-action at the end of every page or blog to promote your upcoming webinar. Look for posts or pages that are relevant to the topic at hand.

If you have a CTA tool like Optinmonster or Drift, you can create pop ups to appear on certain pages and drive your traffic to the webinar.

  1. Email signatures

Adding the link to your webinar in your email signature is also an effective way of promotion.

  1. Influencers

You can team up with a big brand or an influencer to make the best of their followers. Make sure your content is catchy and easy for them to publish.

  1. Guest speaker

Guest speakers attract a following of their own and you can tap into their audience. 

  1. Webinar listing sites

There are plenty of webinar listing sites which allow you to promote your webinar for free after just a few steps of registration.

Categories
Repurposing Webinars

The Ultimate Guide to Repurposing Your Webinar in 2020

Webinars have proven time and time again to be one of the most successful channels at a marketer’s disposal. With COVID-19 disrupting the event landscape, they are most important than ever. According to 73% of B2B marketers and sales leaders, webinars are the number one way to generate high-quality leads and by repurposing your webinar, you give your audience multiple ways to consume the content in a format they like.

Why Should You Repurpose Your Webinar?

Not everyone wants to sit through a 45-minute webinar, so by reformatting the video and audio assets, you can present the content that you want your followers to know about in a more digestible manner.

As a performance marketer, most importantly by repurposing your webinar you can drive your key metrics. With your new video assets, audio assets and more, you can reach a larger audience, drive awareness, traffic, and new leads.

Too many high-quality webinars sit behind a lead-capture landing page, with little to no engagement, after the virtual event has taken place. With all the effort put into bringing speakers together, building out unique content and hosting a livestream hoping that the technology won’t break — it’s simply a waste if marketers don’t take advantage of the work they have done.

What Webinars Should Your Repurpose?

When repurposing webinars there are two types to keep in mind. There’s the webinars that have just been published, and there’s the webinars that have been sitting (untouched) in your website library, or google drive, for months.

The former, are fresh in people’s minds and it is pertinent to post updates as soon as possible. So, repurposing your webinar recordings right after you stop the record button is something you should be getting into a routine of doing. More to follow in this post on how exactly to repurpose your webinar.

The latter, the evergreen webinars, can be revisited and prioritized. One way to decide which webinars to start with, is by popularity. If you had 300 registrants for a webinar with a client, that sounds like a good starting point. If there was a another webinar you recorded which had just 50 registrants and was a time-related webinar (eg Holiday shopping tips), then you may want to hold off on that.

If you want to get more out of your webinars, to milk your webinars, you’ve come to the right place. In this post, we’ll take an extensive look into how you can repurpose your webinar content and drive results for the marketing team!

Best Ways to Repurpose Your Webinar

In this section, we will dive into all the different ways you can repurpose your webinar. Listed below are the key points:

  1. Create Blog Posts
  2. Transcribe your webinar
  3. Create an infographic
  4. Publish an eBook
  5. Create Audio Snippets
  6. Create a podcast
  7. Repurpose your webinar into a Slideshare
  8. Cut short video clips for social media
  9. Use webinar Qs to create polls and start discussions
  10. Share the on-demand version of your webinar
  11. Publish your webinar Q&As
  12. Create Micrographics
  13. Build an Online Course

Create blog posts

Blogging is a simple webinar repurposing option that many smart marketers take advantage of today. It’s a format everyone likes to engage with and by simply putting in the additional effort, can help amplify the work you have done in orchestrating the webinar.

In this example, the steps to take are to identify the most important information or actionable advice from your webinar. Then, produce a blog post that features and expands upon these tips.

Simple, right? Well, first of all, it’s time consuming. To listen to the 30m-1hr webinar, take notes and then summarize is no mean feat. Here at Milk, we recommend transcribing the article (see Repurposing suggestion #2 below), build an outline, and then write it up — or we can just do it for you 🙂

From a performance perspective, if carefully crafted the article can drive instant traffic (promote via your email database, post on your social media channels, add to your website) and long-term visitors. By building for SEO, a repurposed post can even end up being more successful than the original webinar! That’s why this option should not be overlooked.

To build on this, links to key lead-magnet assets will allow you to again drive new leads. Whether it’s a link embedded into the article, or a banner visual pointing to a marketing asset, you can optimize the traffic coming to this article. You can decide to direct back to the webinar recording, or choose something else that’s still relevant to the article content.

From a webinar registrant follow-up viewpoint, an article is often requested by people who were not able to attend (or from those who weren’t actively listening). It’s a format that allows people to skim to the areas that they deem important (rather than jumping around a video).

When writing your blog post, repurposed from the webinar, they should not just be a regurgitation of your webinar. Thought should go into the structure of your posts so that the content is useful, skimmable and valuable to your audience.

Another quick tip around your blog posts, is to then record an audio reading of your article. So, in fact, you are repurposing an article on top of the webinar! This double-layer of repurposing is exactly how you should be thinking of your content – “How Do I Milk My Content?”. An audio recording of the article itself is another way that your audience can engage with you brand and learn from you as a thought-leader in the space. This recording can be a simple read-through of the article, uploaded to an audio website like SoundCloud, and embedded in the post (preferably at the top).

To summarize, repurposing webinars into blog posts can add instant and long-term value to your marketing engine – so if you are just starting to double-down on repurposing your webinar, why not start here.

Transcribe your webinar

A webinar transcript provides your audience with a scannable alternative to a lengthy visual presentation. And, transcribing a webinar, yields major SEO benefits— as Google cannot crawl the content of video files. Posting a transcript will also make your webinar recording accessible to the hearing impaired.

Although you can upload your transcription to a web page or a PDF, placing it on a web page offers unique advantages. For instance, having the transcription on the actual page with the video gives visitors the choice between viewing and reading.

If you pay a transcription service to handle the process, make sure you proofread the final product. Many transcriptions may not be familiar with certain industry terms and acronyms.

Repurposing your webinar into transcripts can be an incredibly easy way to get starting on milking your content.

Repurpose your webinar into an infographic

The best business infographics tell a story through images and design. A webinar is a good stepping stone for infographic content because most rely on aspects of storytelling.

By turning the data from your webinar recording into an infographic, you can make up for this by getting numerous shares and driving traffic to your webinar recording. Just make sure you include some information on the page that lets readers know the original source of the information was a webinar.

Infographics can then be promoted on facebook, linkedin, instagram, twitter and pinterest, as well as to your audience through email communications and as separate blog post on your website.

Publish an ebook

If you’ve already written blog posts and created infographics, half the work of an eBook is already done. You can create an eBook that covers your entire webinar, or multiple webinars and includes content from several different blog posts and infographics.

Pull out the best pieces and parts from your webinar and turn them into different pieces of content you can share with your audience. If you have a copywriter on staff, they can then create the premium offer from there. A contract writer who knows your space is also a great option; just be sure to provide a thorough creative brief.

If you are only starting your webinar series, then keep an ebook in mind as you plan ahead. By building towards a series of webinars, and thus a more comprehensive writeup outside of an article (i.e. an ebook), you will have a fantastic marketing asset to compile at the end and promote.

Create Audio Snippets

In this next two suggestions for repurposing your webinar, we look at audio options. The first of which is the easier option, but arguably as powerful as a podcast. In this section, we are talking about turning your webinar into audio snippets.

Audio snippets? What is that – and how would I use them?

Audiograms are audio visual snippets that can be uploaded to social media to share a section of a webinar without having to show the visual.

38 seconds of an audiogram on Linkedin received over a thousand views, 56 engagements and 3 comments.

So, why would you use this if there are visuals already used in a webinar? Well, for one – the way the audiograms is presented is very clean. Audiograms normally have a nice static image and text with captions that activate as the section proceeds. In addition, the voice of the speaker(s) is visualized in a wave image. A video snippet in this instance could work – but sometimes the visual does not always align with what the speakers are discussing and thus may confuse the viewer.

An interesting test is to see what your audience likes the most. Cut a section from your webinar in both audio and video and test through your social networks which resonates the most.

Gong’s audiogram posted on Linkedin pulled from a podcast and just 39 seconds long, received over a thousand views. So simple, yet so effective.

Audiograms are becoming more and more popular as a means for communicating key quotes or discussions online, and are a simple way for you to repurpose your webinar and turn it into a very valuable marketing asset.

Create a podcast

In the B2B marketing world, it’s not uncommon for businesses to produce highly successful podcasts. But, if you work at a smaller company or have minimal resources at your disposal, creating a high-quality podcast probably sounds like too big a task.  To be honest, it is a daunting task but, it becomes slightly less intimidating if you already have high-quality webinar audio to pull from.

Misfits · Misfits Podcast #0

A podcast or a live stream with your in-house expert, using a radio host interview format, is a great way to tie together the subject matter and your product or company. Keep these short, informal, and separate from the main event.

Podcasts can then be uploaded to many different platforms. Here’s a quick list of places to promote your podcast:

  • Soundcloud
  • Spotify
  • Tunein
  • iHeartRadio
  • Apple Podcasts
  • Podbay
  • Podtail
  • Stitcher
  • Google Play Music
  • Youtube

So, once you do have a podcast you are proud — get promoting across these channels. If you feel you are not ready to promote so extensively yet, you can always simply embed into your blog posts or start with a lighweight website, like Soundcloud, where the podcasting “expectations” are not so high.

Turn your webinar into a SlideShare

Due to time constraints, speakers often rush through slides during live webinar broadcasts. Luckily, tools like SlideShare allow you to repurpose webinars into online slideshows people can consume at their own pace.

This way, webinar attendees have a handy reference of key points, while non-attendees get a snackable piece of content with all the important takeaways.

You can also pull individual slides from your webinar presentations and re-use them as part of other campaigns. This works well for slides containing standalone content that makes a point without the context of the original webinar.

Ogilvy’s slideshare (above), repurposed from their webinar, received nearly 10,000 views. If you see the first few slides, you realize they didn’t even really repurpose the content – they simply posted the slides – because it would be best practice to take out Slide 3, which asks where people are dialing in from.

Slideshare, owned by Linkedin, is a fantastic resource to drive additional visibility for your webinar slides. Take your valuable webinar content, and simply upload it to your company’s page to drive evergreen results today!

Create short clips for social media

Videos are a great way to get more views and expand your reach. To make repurpose your webinar and produce great videos, edit your webinar footage and include your most useful information from the webinar. Depending on how many topics were covered in your webinar, you can create several short videos from one event.

People who don’t have the time or attention span to sit through a full webcast or written transcript might be more inclined to engage with a quick repurposed video. In fact, social video generates 12 times more shares than text and images combined.

To make your videos more shareable, condense the information into bite-size pieces, and re-record the audio to match the pace of your visuals. Once your videos are created, feature them on your blog, YouTube channel, Facebook page, etc.

Use webinar questions to create polls & start discussions

Typically, a webinar will wrap up by taking questions from the audience. This presents a great opportunity for you to extend those questions to your social media audience.

Use questions from the webinar to ask multiple-choice questions as a poll on your Facebook page or Twitter feed. This allows your social audience to have some fun testing their knowledge and gets them more interested in the webinar content. After the webinar, say a day or two later, you can provide the correct answer to the poll – increasing the longevity of your webinar content and engagement even further.

Share the on-demand version of your webinar

This one is there most obvious, but it’s also the easiest and most effective way to repurpose your live event. Record your webinar and share the on-demand version with all your registrants as well as new audiences. You can create a landing page and share the link on your website and social accounts to make it accessible.

Publish webinar Q&A’s

Interactive webinars provide attendees with the opportunity to ask questions and receive insightful answers. While watching your webinar, or reading the transcript, many people may get similar questions. That’s why you can create a blog post or an FAQ section out of the interactive session to help people out.

Create Micrographics

“Micrographics” are snapshots of a larger infographic and are a great way to repurpose assets from your webinar.

They’re great because they make data even easier to immediately consume and share. These micrographics are easy to share online, and you can use them to lead back to the full infographic or to your webinar.

Build an Online Course

You have the knowledge to share and you’ve put in the hard work to create multiple webinars…now what? You can use your webinars to build an online course to share your knowledge and experience.

Since you can monitor your progress by going through the feedback, you can modify your videos accordingly and create a bundle of videos that aim at educating people.

Places to create & promote your online course include:

*Podia also offer a product solution for webinars, where you can earn money from your broadcasts and recordings! Check out their webinar solution here.

Don’t let your webinars become one-and-done events. The hard work you put into a webinar can continue to pay off long after the broadcast concludes.

Integrate your webinar program into your overall content marketing strategy and watch your content multiply!

Categories
News

On email newsletters for Big Media

Publishers are finding that the best way to access millennial audiences is through email. New email newsletters are drawing attention from media execs and celebrities and attracting corporate level ad partnerships. Publications are taking email newsletters promotion seriously, with prominent signup placements on every page.

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Buzzfeed successfully ramped up email newsletters

Buzzfeed reported a 23% month-over-month rate of growth on traffic-to-site generated from newsletters. The New York Times boasted 14% growth over a 6-month period from February 2015, to August. The Transparency Market Report forecasted a 20% compounded annual growth rate for email market capacity from 2012 to 2018.

Big Media companies are missing a huge opportunity to reach loyal audiences through email. Email newsletter lists are growing at an exponential rate, but the methods for using them haven’t changed.

“There’s tremendous opportunity for marketers who perfect their email tactics” — Kristin Naragon, Adobe’s Director of Email Solutions

Dynamic channel

Email is treated as a one-track one-way broadcast channel. Layouts and content are statically created and sent out to entire email lists. Personalization and dynamic content is not yet a norm. Email has the potential to operate as a smart social channel where publications are able to personally connect with users. By not investing in technology or tools to make this possible, media companies are missing a huge opportunity.

“When it is read in the e-mail newsletter format, it’s so much cleaner, and the images and the words — it’s almost a throwback to reading magazines.” — Jessica Gross

Innovative brands

Readers love email as a medium to receive content online. Email has proved itself useful for innovative brands and companies. The internet admires niche email newsletters like Amy Webb’s technology writeup “Notes From The Near Future” and Melody Kramer’s “Sandbox”. Curated digests like The Daily Skimm or Hype Machine’s weekly “Stack” boast large open rates. Tech startups, such as Quibb and Nuzzel, have used email as their primary medium for distribution and growth. Calculated content production and circulation strategies have allowed massive growth and scale using email.

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Really Good Emails collects good email marketing designs

Social channel

“We’ve found that not only is email one of the top 5 or 6 referrers of traffic, but visitors from newsletters are some of the most engaged readers spending 3 minutes longer on the site than other channels.” — Dan Oshinsky, Director of Newsletters at BuzzFeed

Compared to other social networks

Each service has an ideal publishing time, appropriate technique for recirculating older content, and intricate engagement strategy. Twitter can have the same article posted multiple times a day. Facebook descriptions and titles are meticulously targeted at communities. Instagram crops are made irresistibly beautiful. In each case, there is a science.

Email is better than social platforms on a number of fronts. Email doesn’t fight opaque algorithms to surface, like Facebook. Emails aren’t buried in a user’s timeline, like Twitter. Email is prominently visible on every device a user may use. Email is recoverable through client search. Emails can be viewed over and over again.

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Mailchimp, Campaign Monitor, and other email distributors publishes annual performance stats.

Email user behavior and identifiable qualities should be used to optimize email pleasantness. The industry standard, as reported by Mailchimp, is 20–30% open rates. This signals a horrible “platform”. Similar reports state 1–3% open rates. This is even worse. That means out of 100 people who you sent an email to, approximately 25 people looked at it. Of those 25, it is still just one to two people who clicked on something. This is horrible. Email can perform much better.

Email campaigns that randomly segment email databases, for A/B tests on designs are missing the point. Email services only track the metrics around emails that are concerned with technical functionality. Dashboards report open rates, click-through, email driven entries, and bounce rates. There is so much more opportunity.

Once someone signs up to an email, you can find out a lot of things. You know the IP address of the person who signed up. That means, you can estimate where they are. That means, you know their time zone. That means, you shouldn’t send them emails in the middle of the night. Right?

Once they open their first email, you can also find out a lot of things. You know their IP address again, so you can verify your first assumption. You can also start a trend graph of when this user likes to open emails. That is what time of the day they should get the email, based on that time zone we discovered.

Personalizing based on usage

If they happen to click on something, then you have even more data. You could classify your links and content before sending the email, and begin identifying the user’s interests. If you have images, then you can start understanding the trends in image performance in relation to the user.

There is real value to users, beyond the creepy reality that comes with tracking. When publications are making quality content, that users are legitimately interested in, the distribution mechanics are important. This method for targeting could be used for sleazy marketing emails and spam, but thats not the focus.

Napkin math

Operating on basic assumptions, you can begin to estimate the potential financial benefit to a technically developed email strategy. Take the email newsletter list size, take the average site entries per email, multiply it by the ad impressions per visit, and estimate the cost per ad impression (CPM).

Using conservative numbers, we can estimate actual monetary value. Imagine a email newsletter of 100,000 users with a 10% click through rate. Assuming two page views per visit and two ads per page view (around industry average), you have 40,000 ad impressions generated a day. At a CPM of $5, thats $200 a day, or $6000 a month, or a bit more than $72,000 a year. The ad impression revenue alone is a significant sum that would manage costs of employee and tools. Add email sponsorships and the emails are even more valuable.

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My napkin math with variable click through rate and CPM.

Big Media companies have email lists that are a factor of three to five times larger, around 300,000 to 500,000. The clickthrough rates are also much higher, closer to 13–20%, on well designed newsletters, as seen in Buzzfeed and the NYTimes. The CPM for larger brands are also much higher, from $5 up to $15, based on the audience. Assuming the new variables for Big Media, the $72,000 a year in revenue skyrockets to hundreds of thousands and millions.

Investment in developing email has an undeniable revenue opportunity for Big Media. Assuming a large organization, CPM will be static from year-to-year, but open rates can be optimized. If the vectors mentioned above are utilized, I believe existing open rates could be doubled. Beyond design and subject line optimizations, there are large-scale technology improvements that could make a difference.

Email is worth exploring.

Categories
News

Thoughts on an indexable and easily presentable web

Google and Facebook changed websites in seemingly obvious ways. SEO and Sharing weren’t a “thing” until they respectively attained critical mass. Before Google, there were Yahoo and AOL portals. I don’t remember those days. Before Facebook, there was “homepages” and news sites.
Websites optimized for visibility on Google. People became aware of the potential benefits in traffic from seemingly simple acts of optimizing for search keywords. The more obscure, the more likely the term was going to showcase your website first. People optimized their sites for indexability. Away with the obscure marquee and blink. Rise of the h1 and a title=””.
Now websites optimize for sharability. The implication of having your website shared on Facebook or Twitter means that someone is “referring” your website to their inner circle. The value of content stands out amongst the seemingly unending content. Social activity became a signal to differentiate quality. As a result, websites optimized for their social cards, clickable titles, and concise descriptions.
The emergence of an infinitely indexable web created the sense of having anything at your fingertips. Anything that you would want to know is only a search result away. The emergence of social networks created a venue for content discovery through the lens of your social filter. The content your consume is as relevant to you as your friends are interesting.
With Google, the available content becomes overwhelming. The sheer quantity of available results reduces your chance of viewing anything more than the immediately available results. When users are dissatisfied with their search results, they are more likely to refine their search then they are to scroll up and down their result. As a result, value of content is limited to the user’s ability to craft effective queries.
Similarly with Facebook, the discoverable content is polarized by the social filter a person creates. Most political opinions and religious sentiments will be reflective of a person’s existing beliefs. As a result, news feeds become a collection of familiar content.
In the context of the points above, the value in Google’s effect on the internet is the shift into indexable content. In relation to meta data on a page, the value of Facebook is the shift toward attention grabbing titles (opposed to the keyword packed SEO titles) and the concise descriptions. Both services encourage the use of valid html and rich meta tags.
There is a missing gap when it comes to discovering the context behind discovered information. A search result is isolated information experience. There is no context associated to the result that helps explain its significance. The value of any information is created relative to everything else.
Content discovery is easier when browsing is efficient. The newsfeed is an unending updating source of distraction. When time is scarce and information is abundant, this can be dangerous. The value of not needing to click into many web pages or open many tabs in outweighed by time wasted in the newsfeed.
We need something that provides broad relevant content to the information we are viewing. We need to leverage the lessons we’ve learned from optimizing brief attention-high information experiences.