How To Create Successful B2B, B2C, and B2G Webinars

Lesson Four: Promotion (Marketing and Advertising)

Key questions we will ask and answer: What do you need to successfully market or promote your Webinar? How can you build your registration list with the right attendees? What tools can you use? What e-mail and website templates are effective for marketing a Webinar? Should you use social media, and if so, what channels? Should you use outbound calling or direct mail to promote a Webinar? And what is a good schedule for pre- and post-event marketing?

This set of lessons will go into great detail about all the marketing and advertising you will need to do in order to have a successful Webinar. Simply building it does not mean they will come. Webinars are only effective if the right people know they are happening. Many of the resources and tactics we will discuss can be applied to other types of marketing campaigns - not just Webinars.

We also will discuss language in your promotional messaging, and how to best communicate with people based on their roles, as well as the differences in messaging between B2B and B2G audiences.

Lastly, the course will provide detailed resources, including a sample marketing plan and schedule, that you can use for promoting your upcoming webinar, as well as future events.

One-On-One Session

As part of the one-on-one session time, we will review what has been determined to this point, and outline all the steps in marketing and promotion.

Some of the key goals of this one-on-one session are to review and edit landing page copy, email messaging, any website landing pages, and other advertising. If you are planning on using outbound calling as part of your marketing or as part of a post-registration lead qualification process, we will discuss call scripts and other tactics. NOTE: You may consider adding hours to this section, so you can use our team to assist in building out marketing materials for your company.

Lesson Objectives

  • Outline all the marketing and advertising tactics that can successfully promote your Webinar
  • Identify tools and technology that can help you promote your event
  • How to create an effective registration page
  • Successful email message
  • How to use social media
  • Benefits of outbound calling and direct mail in Webinar promotion
  • Messaging to different audiences (esp. B2B vs B2G)
  • Create a schedule for marketing a Webinar
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