Webinars are truly beneficial for any business. They help create trust and authority, building your network along the way. They also help promote brand awareness at a price that’s cheaper than most strategies.
To reap the benefits of webinar automation, you need to promote them through different channels.
Here are the top reasons why you should adopt a cross-channel marketing strategy, as well as some tips on how you could do so effectively.
Why It’s Important to Have a Cross-Channel Marketing Strategy
- It helps widen your reach. The more webinar attendees you have, the higher the chances of conversion. If you want to reach out to as many people as you can, then you should take your campaigns to all channels available.
- It makes a good impression. A cross-channel marketing strategy shows that your webinar is legit. This will help draw a good impression amongst audiences, making them more likely to register.
- It makes your audience feel prioritized. Engaging in different marketing channels shows that you care for your clients. After all, you’re encouraging them to participate through their preferred method.
- It can greatly assist your sales team. This strategy can serve as a good jump-off point for your salespeople. A good number of conversions means that you have done your marketing job quite well.
Expert Tips on Cross-Channel Webinar Marketing
Now that you know the benefits of cross-channel marketing, it’s high time that you acted on it.
Here are some tips on how to make your webinar campaigns effective and successful:
It’s all about planning
Even with the ease of webinar automation, it always pays to plan ahead.
Here are some strategies that can help you host a successful presentation.
Set a schedule
The first thing you need to think of is the schedule of your webinar. Factors you need to consider include the day and time of the presentation.
When doing so, consider the results of this report:
- Seminars held during 11 AM PST garner the most registrants at 16.1%. The next best schedules are 2 PM (14.6%) and 1 PM (12.9%).
- On a global scale, webinars that start at 10 AM and 11 AM draw the most participants at 29% and 24%, respectively.
- The best days for webinars are Wednesday and Thursday, both of which generate 26% attendance. Tuesday is also a good option, as it often sees a 24% attendance.
Apart from the schedule, you also need to decide when you’ll start promoting, and what invite you’re going to send for this webinar.
Do a team huddle
No man is an island – especially when it comes to cross-channel webinar marketing. It’s best to ask inputs from the rest of your team regarding the topics and promotion strategies, among many other things.
Keep a checklist
It’s easy to get sidetracked with all the things you need to do. Keeping a checklist will make sure that you’re on time and that you don’t miss out on some crucial things.
Make sure to establish ownership in this checklist, so each staff member knows his/her responsibility.
Communicate
Apart from having a checklist, it wouldn’t hurt to remind your team members every so often. Ask for regular updates to make sure that all of you are on the right track.
Find your audience
The beauty of cross-channel marketing is that it allows you to find your target audience no matter where they might be. Doing so will help you craft ads that appeal to your audience’s buyer personas.
According to Algonquin College, 782 million users log into Facebook daily. As the most prominent social media channel in the world, it offers a broad reach and a massive possibility for conversions.
The best tactic for this is lookalike audience targeting, which you should base off of your top consumers. This allows you to reach out to clients who act like most of your customers.
Apart from Facebook, your website is another good place to find your target audience. Those who make use of your website resources are more likely to be interested in related offers. Putting a strong call to action can help you gain registrants from this crop.
Another tactic to try is email marketing. It’s all about scrutinizing your database for client activity, which can help you determine their likelihood to engage or convert. You could also consider the funnel stage of marketing so that you could customize your ads according to your customers’ familiarity with your webinar offers.
Consistency is key
It’s important to remain consistent even if you are working on various channels. Keeping your message and creative detail aligned is recommended, especially since customers use multiple channels, too.
It should be cohesive, relevant, and attractive enough for them to take action.
Do some split testing
A/B testing or bucket testing gives you a preview of what works well with your clients. Taking note of the factors that win in your test will help you create better promotions in the future.
While split testing comes with many benefits, it’s best to manipulate only one variable at a time. This will help you conduct a better analysis of what works and what doesn’t.
Factors to include in your A/B test include:
- Messaging or CTA
- Title – simple or themed
- Creative design or ad format
- Seasonality
- Topic or subject
- Promotion timeline
- Day and time
Set goals for every channel
Goals serve as a guiding beacon for the team. At the same time, it can help you evaluate the success of each campaign.
To make your promotions work better, you should note the performance of your past webinars. This can serve as the benchmark for your future campaigns to see whether your strategies are doing well or not.
Evaluate the performance
As with every activity, it’s essential to review the events that took place.
You should have a tally of registration numbers as well as attendee engagement. These can help you learn what works and what doesn’t.
Knowing the pitfalls of each campaign can help you draw better strategies in the future.
Cross-channel marketing is a great way to promote your upcoming webinars. Together with webinar automation, this strategy can help you land more registrants – and thereby, more conversions.
