Prospects usually ask us: “How can I exploit GetResponse to advertise my enterprise?”
We’ll begin by sharing different prospects’ success tales for inspiration, and we’ve additionally determined to indicate you ways our Advertising Workforce makes use of GetResponse to advertise and educate about, properly, GetResponse.
On this article, I’ll speak about how we run webinar advertising and marketing campaigns. And since we arrange near 40 webinars yearly, with our prime one to this point attracting greater than 4,000 registrants, there’s quite a bit 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 might help your online business prosper. And who is aware of, perhaps you’ll even use GetResponse in your personal success story!?
Right here’s how we run our webinar advertising and marketing campaigns in 8 steps:
- Planning the campaign
- Creating the webinar
- Preparing the registration page
- Sending the webinar invitation
- Creating the website popup
- Promoting the webinar via social media, partners, and paid ads
- Running the webinar
- Sending the follow-up
However first, let’s briefly clarify what we imply by Dogfooding.
Dogfooding is the observe of utilizing an organization’s personal services or products internally, both for testing functions or as a method for workers to familiarize themselves with new options or merchandise. The time period “dogfooding” comes from the phrase “eat your personal pet food,” which suggests to make use of what you produce.
Our Advertising Workforce makes use of its personal advertising and marketing software program, GetResponse, to develop advertising and marketing campaigns to raised perceive the options, capabilities, and see issues from the angle of our prospects. It additionally offers us a way of possession and delight within the merchandise we develop.
Step 1. Planning the marketing campaign
Instruments used: MS Phrase, MS Groups, Jira, Slack
Earlier than diving right into a webinar marketing campaign, our group meets to debate the main points of the upcoming undertaking.
Particularly, we attempt to discover solutions to the next questions:
- What’s the aim of this marketing campaign?
- Who’re we attempting to succeed in?
- What is going to the webinar be about?
- When will we run it?
- Who’ll host and help the webinar?
- What advertising and marketing actions will we be capable of do?
- How will we observe up after the webinar?
Instance: The aim of your webinar might be to coach your present and potential prospects on a brand new instrument. Or it might be to coach them a couple of new advertising and marketing subject and to advertise your new e book. In each circumstances, the targets may be measured utilizing totally different metrics, like product adoption or demo requests vs. e 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 gained’t have sufficient time to organize the belongings – copy, banners, movies – for paid media campaigns (Fb and Google advertisements) and might want to keep on with owned media (web site, emails, in-app communication).
As soon as 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 contains designing banners and writing copy for the webinar registration web page, webinar invitation e mail, and popups.
Professional tip: Although we’re a remote-first firm and do a number of issues asynchronously, we attempt to kick off tasks like these throughout a dwell name. It helps us get everybody onboard and it makes the undertaking extra “actual.” All the pieces that we agree on on this name is then summed up in a Slack channel and acceptable Jira epic.
Step 2. Creating the webinar
Instruments 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.
There, we both create a brand new webinar from scratch or duplicate one among our previous webinars. The latter answer 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.
If it’s the primary time you’re establishing a webinar in GetResponse, you’ll want to supply the next info:
- Title of the webinar
- Webinar URL
- Date and time
- Whether or not or not you wish to mechanically begin recording the webinar when it goes dwell
- Whether or not or not you wish to mechanically flip the webinar into an on-demand webinar as soon as it ends
- Foyer messages seen to individuals who go to your webinar URL earlier than the occasion goes dwell
- Touchdown web page the place webinar attendees will go after the webinar ends
Right here’s what this appears to be like like for one among our webinar campaigns:
As well as, 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 record your webinar registrants shall be added to
- Whether or not or not you wish to add the webinar registrants into an autoresponder collection
- Whether or not or not you need the registration to be required
- What template you wish to use in your webinar reminders
- What number of webinar reminders you wish to ship earlier than the occasion
- Whether or not or not you wish to password shield and/or add consent fields to your webinar registration
Right here’s what these settings appear to be for our webinar:
Adjusting the above settings might look like quite a lot of effort, however as I discussed, if you use the duplicate function, it saves you roughly 90% of the work.
For our webinars, we often solely want to supply the title, date, and alter the URL. We typically additionally use a customized thanks web page for the webinar, but when we’re quick on time, we use a generic web page as a substitute.
Professional tip 1: We at all times run webinars with the registration turned on, as a result of we wish to acquire contact info from all of the folks 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 be capable of acquire details about the those who entered the webinar room (dwell or on-demand).
Professional tip 2: We discovered that almost all of our webinar attendees stick with us for about 35-45 minutes, so we attempt to preserve them underneath one hour lengthy. Additionally, we see that we get the very best attendance charge after we ship two to a few reminders (In the future earlier than, one hour earlier than, and 5 minutes earlier than the webinar).
Further content material:
What’s a webinar and the way does it work?
The best way to create a webinar (video information)
Step 3. Getting ready the webinar registration web page
Instruments used: GetResponse Web site Builder
As soon as we’ve created the webinar, it’s time to create the webinar registration web page.
In idea, we may skip this step and ship our customers to the webinar registration URL we specified within the earlier step. Nonetheless, as we wish to maximize our webinar signups, we favor to create a customized webinar registration touchdown web page that not solely appears to be like but additionally converts higher. Plus, it helps us preserve the identical model id throughout all channels.
To arrange the webinar registration web page, we’re utilizing the GetResponse Web site Builder. Should 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 simple.
Utilizing the Web site 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
- Principal physique – it wants to clarify all the required particulars, reminiscent of when the webinar takes place, what it’s about, what the takeaways shall be, or who’ll be internet hosting it
- Photos – they should relate to the webinar subject
- Webinar registration type – it must register folks for the appropriate webinar
Be aware: The webinar registration type helps you to select from webinars which have already been created inside GetResponse and have the registration turned on.
As soon as we’ve edited the web page visually, we check what it appears to be like like on desktop and cell gadgets. As soon as 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.
Let’s discuss a bit concerning the URL.
GetResponse affords free domains to host your touchdown pages, however you may additionally use your personal 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. On 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 (reminiscent of: webinars.getresponse.com/webinar-1). Normally, we favor to make use of our personal subdomain as a result of it assist us preserve model id all through all of the channels.
Professional tip: You’ll be able to solely have one web site assigned to a single subdomain. Which means for each webinar marketing campaign you’d both must 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 shall be devoted to a special webinar.
After we’ve completed designing the webinar registration web page and filling out the title, description, and the URL, we make certain 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.
Right here’s what this setup appears to be like for our webinar registration web page:
Further content material:
The best way to create high-performing webinar touchdown pages + examples
The best way to construct a web site from scratch (+ video information)
The best way to create a web site utilizing templates (video information)
Step 4. Sending the webinar invitation
Instruments used: GetResponse E-mail Advertising
With the registration web page dwell, we will begin selling the webinar to our viewers.
Since GetResponse is generally 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.
We begin by naming the message, linking the related record for this marketing campaign, selecting the suitable “from” handle, crafting the topic line, and selecting the recipients.
Instance: If the webinar is supposed for our English-speaking viewers, we usually 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 so forth. On the similar time, we make certain to exclude anybody who already registered for this occasion or might not be excited about it.
After that, we scroll down and head over to regulate the design and content material of our message.
Should you’re doing this for the primary time, there are many prebuilt e mail templates you may select from. Simply decide the one that you just like probably the most, alter the colour scheme and fonts to match your branding, and begin including your content material.
Since we’ve carried out this course of a number of occasions, we go to the prevailing messages tab and reuse one of many webinar invites we’ve despatched previously.
Inside the e-mail creator, we make certain so as to add all the required particulars concerning our new webinar.
After we’ve edited the e-mail, we click on subsequent, and head over to the monitoring settings. There, we allow “Click on monitoring” and “Monitor hyperlink clicks with Google Analytics.”
Thanks to those settings, we’ll be capable of higher analyze the efficiency of our e mail marketing campaign each inside GetResponse and Google Analytics.
Professional tip: Within the Integrations tab inside your GetResponse account, you may customise what Google Analytics UTM parameters (supply, medium, time period, and so forth.) shall be mechanically added to your hyperlinks. For our campaigns we use the next setup:
In any case this work, the one factor left is to schedule the invitation e mail to the appropriate viewers on the proper second.
Professional tip: Should you don’t know precisely when to ship your e mail marketing campaign, decide a time that you just suppose is finest in your viewers and activate the “Good timing” function. That is what we use for many of our campaigns.
What this function does is it appears to be like at your particular person subscribers’ historic conduct and mechanically adjusts timing of the ship out to maximise the possibilities of your emails getting opened.
Further content material:
The best way to design a webinar invitation e mail
The best way to create a publication (video information)
Instruments used: GetResponse Types and Popups
The following step is to create a popup that’ll announce the webinar to our web site viewers.
Our web site is visited by hundreds of holiday makers day-after-day. By publishing a popup on our pages, we will attain that viewers with out spending any extra cash.
We head over to the varieties and popups instrument, the place we create a brand new popup or duplicate an present one.
Should you’re doing this for the primary time, you can begin by selecting one among many prebuilt templates and customise its design to match your branding.
Right here’s what our popup appears to be like like:
As soon as we’ve designed the popup, we flip to the settings, the place we will resolve how and the place our immediate shall be proven.
If you would like 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 specific pages or to individuals who’ve engaged together with your web site in a extra significant method (for instance, they scrolled by way of 50% of your web page).
Further content material:
What are popups? Definition, varieties, and examples
The best way to create a popup in 5 simple steps
Instruments used: Social media platforms, Paid advertisements
Relying on how a lot time we’ve bought 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 affix the upcoming dwell webinar. Usually, they publish a put up a couple of times on LinkedIn or Twitter. Relying on the place they’re most lively.
Right here’s an instance of such a put up:
As well as, our Social Media Workforce additionally pronounces the webinar utilizing our firm profiles. They do it usually through natural posts and reels on Instagram and LinkedIn.
Right here’s one instance:
If we’re working the webinar with a associate or have secured another partnership settlement, we additionally ask different manufacturers to advertise the upcoming webinar. They do that both through social media put up, a publication point out, or a banner advert on their web site.
Right here’s an instance of an e mail our associate, Outgrow, despatched to their viewers.
Thus 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 at the very least the copy, banners, and hyperlinks.
Lastly, after we’ve bought extra time and price range on our palms, we flip to paid advertisements. Normally, we promote our webinars through Fb and Google advertisements. Typically, nonetheless, after we’re attempting to succeed in a really exact B2B viewers, we additionally spend money on LinkedIn advertisements.
Full disclosure: We run most of our paid advert campaigns natively through Fb, Google, or LinkedIn advert administration instruments as a result of we now have a devoted group that manages the campaigns for us. Nonetheless, if we had been to do that on our personal, we’d run paid advertisements immediately through the GetResponse Paid Advertisements instrument. Whereas it could 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 bought to be very exact about your focusing 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 mentioned this, we proceed to spend money on paid advertisements for our most vital webinar campaigns, whereas attempting to refine our course of (belongings, copy, focusing on) to attain probably the most optimum value per lead.
Right here’s an instance of a banner we used to advertise our latest on-demand webinar.
Further content material:
The best way to create Fb advertisements in GetResponse
The best way to create Google advertisements in GetResponse
Step 7. Operating the webinar
Instruments 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 appropriate, and click on “Be part of as presenter.”
After offering our title, we enter the room the place we will check and put together the whole lot earlier than going dwell.
The next video reveals you what this course of appears to be like like:
Usually, we reserve half-hour for testing and customizing the webinar room. Throughout that point, we:
- Add our presentation
- Check the digital camera and microphone setup
- Check the display screen sharing
- Activate the Q&A mode
- Put together any surveys and CTAs we wish to present throughout the webinar
Professional 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 be capable of transfer them to the webinar room and provides them presenter entry.
With the whole lot working 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 make certain to go away 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
Instruments used: GetResponse E-mail Advertising or Advertising Automation
The final step in our webinar marketing campaign is the observe up after the occasion has already aired.
Normally, 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
- Hyperlink to the webinar recording
- Further supplies talked about throughout the webinar
- Future steps or content material they may be excited about
More often than not, we do that by hand. Just by sending out a publication to the suitable phase of individuals.
Right here’s an instance one among such message and the way it carried out:
For extra strong campaigns, we do that course of utilizing our Advertising Automation instrument.
There, we will put together a number of follow-up sequences to particular person buyer segments (individuals who attended the webinar vs. those that solely registered).
Right here’s an instance of a easy workflow that’d cut up up your viewers based mostly on whether or not they’ve attended the webinar or not. From there, you may increase it e.g. to see if any of them transformed, visited a selected web page, or watched the recording.
And listed here are the phase settings that you must use to organize such a phase in your Contacts record.
Time to plan your subsequent webinar advertising and marketing marketing campaign
Webinars are an vital a part of how we attain, interact, and promote to our B2B viewers.
Our most profitable webinar to this point attracted greater than 4,000 registrants and had round 1,000 dwell attendees.
How did we obtain this consequence? 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 be capable of succeed utilizing webinars, too.
So why not go forward and begin planning your subsequent webinar advertising and marketing marketing campaign?
And should you ever want any steerage, be happy to succeed in out to our award-winning Buyer Assist Workforce, obtainable to you 24/7.