How to Craft a Compelling Webinar Invitation to Drive Webinar Registrations

Putting together a webinar can typically take hours of work and collaboration with your team and webinar speakers. Not putting in the same level effort for your email webinar promotions is doing a disservice towards all this initial effort. The whole idea of a webinar is presenting to an audience. With that, you need people! And that starts with a compelling webinar invitation.

Typically, webinar invitations are done via email. You can also invite people to your webinar via social media campaigns, pay-per-click campaigns in AdWords and LinkedIn, or word-of-mouth. The webinar invitation has an opportunity to be seen by thousands and thousands of people, yet it is sometimes the piece of the webinar planning that is overlooked and rushed. Email inboxes are flooded each day, or even every hour at this point with emails trying to encourage you to do something, register for this, buy that, read this, or eat here. With so much noise out there putting together a strong email webinar invitation is imperative to be heard and have high attendance.

 

Many companies will promote their webinar invitations a few different ways. Here are a few opportunities to get your webinar invitation out via email:

  1. Internal database
  2. Industry newsletter
  3. Partner promotion

 

Your internal database, which could be a lead list in Salesforce or HubSpot, is a sure way to get webinar registrants. You likely already have a list of people who opted to receive your emails or prospects you’re actively engaged with. Webinars are a great way to continue connecting with prospects and customers alike. Don’t miss an opportunity to reach out to them.

Many industry newsletters or associations can send out the webinar invitation on your behalf. There is usually a fee associated with this. But with a cost comes better targeting. You can usually pick filters to select the best audience that relates to your content to receive this webinar invitation. You might be able to filter by industry, title, company size or skill-set, for example.

Many companies have partners that resell their product or may work with partners to provide a complete solution. Using your partners to promote your webinar invitation to their internal database is an excellent way to get more visibility for both companies, and they are incentivized to send out the invite as people who attend the webinar might become a customer, or provide up-sell opportunities for existing customers.

As one webinar invitation can be seen in many different instances, it might be a good idea to target your webinar invitation based on where the email is being sent. If it is coming from a partner, make sure they don’t take your specific webinar content and just press send, they may want to add text in there that references this is a partner webinar and why they love working with you, just as an example.

Before we get into the elements of a perfect email webinar invitation, I want to point out the importance of targeting when driving people to your webinar. Before writing your email content, think about who should be attending your webinar. You don’t want to blast the email to every single person in your database. For example, if your webinar is on, ‘How to Use Google AdWords to Increase Lead Flow’ – you will likely send this webinar invitation to marketing professionals. If you happen to have finance professionals in your database, it will not make sense to send this email to them and they will likely see your email as spam and might unsubscribe from your email list.

 

There are 9 elements to building the perfect email webinar invitation. Include each of these elements in your emails to encourage stronger webinar registration.

 

1. Subject Line

It is recommended that a subject line is 50 characters or less so that the receiver of the email is more likely to read the entire subject line, regardless of what type of device or email platform they are using to read the email. Even so, I find that subject lines that are 30 characters or less do even better. The shorter the subject line is, the more likely a person will read the whole line versus skimming over it. And people are more likely to open a webinar invite if they know what the email entails via the subject line. I like putting in my subject line this phrase “[webinar]” – so that there is no guessing what my email is about. The words following [webinar] should be specific to the purpose of the webinar.

Subject Line Example:

[Webinar] Convert Email Leads Faster

 

2. Preview Text

Creating compelling preview text copy will absolutely enhance your email click through rate on your webinar invitation. You can play up your preview text to align with your subject line. For example, since you only have a few words to say in the subject line, in the preview text you can add on to the value of the email and why they might want to open.

Preview Text Example:

Join the webinar on May 6th at 10 a.m. MT to learn 5 ways email marketing can increase lead conversion rates for B2B businesses.

 

3. Banner Image

Adding a banner image to the top of your webinar invitation is a great way to personalize the email. If you plan to use a banner in your webinar invitation, there are a few things to consider:

  • Image relevance: does the image relate to your webinar topic?
  • The quality of image: Does the image look good? Is it pixelated? Or fuzzy?
  • Overlaying text on banner image: Optimize space on the email by overlaying text on the banner image – you can include the header text we will discuss in #4. If you do this, check that you can read all the letters over the image. Does the image overpower the text? Does it show up correctly on mobile?

 

customize your webinar invitation with banner images and header text

 

4. Header Text

While you don’t always need a header, it can certainly draw the attention of a prospective webinar attendee if the copy elicits strong emotion and piggybacks off what pain the webinar might be solving. Another copy option for a header could easily be the webinar title, date and time, or the webinar speaker’s name if they are well-known in your industry.

Header Text Examples:

  • 5 Ways Email Marketing Can Increase Lead Conversations

   May 6th, 2017 from 10 a.m. to 11 a.m. MT

  • Stop wasting time on bad emails that don’t convert!

 

5. Personalized Greeting

It is a best practice to include the receiver’s first name in the email. It has a more personal touch and less likely to be seen as spam. Of course, internal databases are not always clean, so you may not even have all the first names for some of your contacts, or maybe it’s just the first letter of the name. If you use a marketing automation tool like HubSpot, there are settings where you can filter your contacts who don’t have first name’s and instead it will say “there” in the first name field as shown below for these contacts. While not ideal, it is still friendlier than having no greeting.

Greeting examples:

  • Hello, <First Name>!
  • Join us, <First Name>.
  • Hello, there!example when using the filter from marketing automation tool.

 

6. Introduction

After your greeting, you will want to include one to three short, concise sentences that share why you are hosting your webinar, who your speaker is and what value people will get from attending the webinar. You may also want to include a picture of the speaker next to this section.

Introduction Example:

Join our webinar on May 6th to learn from email marketing expert Sally Waters as she shares her 5 ways to use email marketing to convert prospects into leads. This webinar was developed to help B2B marketing teams increase lead conversions and ultimately impact sales for their organization.

 

7. Objectives & Goals

Following the introduction, you should include a bulleted list of why someone should attend your webinar. This list will help someone determine if any of the objectives and goals of the webinar align with their own pains or needs in their business.

Objective & Goals Example:

By attending this webinar, you can expect to come away with:

  • Best practices for using email marketing to convert leads
  • A set of action items to implement into your own email marketing program
  • 10 email samples that have proven to convert leads

 

8. Call-to-Action (CTA)

Craft a stand out CTA button on your webinar invitation that your prospects can click on to take them to a landing page to register for the webinar. Make use of graphic design to enhance the CTA button, and not just link text as your primary CTA. The goal is that they will always see the CTA and know what will happen when they click. There are a few resources linked at the bottom with examples of great CTA copy and button designs you should check out.

Pro Tip: Link some of the standard text in your webinar invitation as some people do not enable photos to populate upon an email opening. If that is the case, they will not even see the CTA button, as it registers as an image.

CTA Copy Examples:

  • Join the Webinar
  • Save your Seat
  • Register Now!

 

9. End With a Closer

We’re almost done perfecting the webinar invitation, the only thing left to add is a closer! I don’t like a lot of text in my webinar invitations as I want prospects to only focus on content that shares why they should attend (objectives & goals) and the CTA to get them to take action.

I suggest a quick, personal goodbye and have opportunities for them to share the webinar registration page with social buttons after your closer to increase your webinar promotion.

Closer Example:

Hope to see you on May 6th, Mark(<First Name>)!

Cheers,

Theresa O’Neil (Your name)

ABC, Inc. (your company)

 

Think your network might find value in this webinar? Give it a share!

[insert social buttons]

 

 

Full Webinar Invitation Example

Subject Line: [Webinar] Convert Email Leads Faster

Preview Text: Join the webinar on May 6th at 10 a.m. MT to learn 5 ways email marketing can increase lead conversion rates for B2B businesses.

 

(Banner Image)

5 Ways Email Marketing Can Increase Lead Conversations

May 6th, 2017 from 10 a.m. to 11 a.m. MT

 

Join us, Mark!

Join our webinar on May 6th to learn from email marketing expert Sally Waters as she shares her 5 ways to use email marketing to convert prospects into leads! This webinar was developed to help B2B marketing teams increase lead conversions and ultimately impact sales for their organization.

By attending this webinar, you can expect to come away with:

  • Best practices for using email marketing to convert leads
  • A set of action items to implement into your own email marketing program
  • 10 email samples that have proven to convert leads

 

(CTA Button) Save your Seat 

 

Hope to see you on May 6th, Mark!

Cheers,

Theresa O’Neil

ABC, Inc.

 

Think your network might find value in this webinar? Give it a share!

[insert social buttons]

 

—-

 

One last thing I must mention is testing! Testing webinar invitation emails should not be a quick exercise. Before sending the webinar invitation, have yourself and at least one other person receive a test invite and then check all links, social buttons, CTA’s, and registration page experience. Also, have that person read through the full email for spelling or grammar mistakes. Test the email experience for users on multiple email platforms, devices and browsers as well.

Start hosting!

To design your own robust webinar invitation emails as well as host your own amazing webinars, check out BigMarker. BigMarker is the only end-to-end webinar solution with all the marketing tools you need to spread the word about your webinars. Start your 14-day free trial today. Or, send us a message if you have any questions.

 

 

 

Other resources:

https://www.slideshare.net/BrittanyGunter/nail-the-webinar-invite

http://blog.wishpond.com/post/103290853633/the-25-best-words-to-use-in-your-call-to-action

https://www.impactbnd.com/blog/15-great-examples-of-calls-to-action-for-lead-generation

 

The Guide to Effectively Promoting Your Webinars on Social Media

Are you planning to integrate webinar hosting into your marketing strategy? If so, you’re going to need to learn how to effectively promote webinars on social media and other online mediums if you want to get the attention of a large audience.

While promoting content on social media may seem easy, make sure you understand the following tips before embarking so you can make the most out of these online platforms.

It All Begins with What You’re Going to Cover

Webinars always have to have a compelling topic. This shouldn’t just be some requirement you check off your list, though. You should take plenty of time to decide on this topic, because it’s going to make or break your webinar hosting efforts.

The good news is that social media will provide you with plenty of guidance on what makes a solid webinar hosting topic. You can use all kinds of social media tools to find various topics that are trending in your industry or otherwise receive a lot of attention.

One other word of advice, here: don’t be too general.

Generalizing a topic is very tempting when it comes to webinars because of how long you have to speak for (usually 30 to 60 minutes). Unfortunately, the results are devastating. By trying to cover too general a topic, you’ll end up saying too little. People won’t feel like your webinar hosting was worth their time and it may even look like you have no idea what you’re talking about.

Pick an Exciting Title

As you probably know, social media generally thrives on short messages. Even Facebook, where you can post paragraph after paragraph, usually works best with just quick snippets.

In the age of social media, our attention spans don’t last much longer than 140 characters and a photo or two.

What this means for your webinar hosting marketing efforts is that you had better have an amazing title for your program that grabs people’s attention and gives them an idea of what to expect. Just from the title alone, they should be chomping at the bit to see what you’re going to provide.

For example, let’s say you’re putting on a webinar to help freelance writers increase their monthly income.

You could call the webinar exactly that: “How Freelance Writers Can Increase Their Monthly Income.”

It’s definitely accurate; there’s no arguing that.

However, it’s not particularly exciting, is it? It might grab people’s attention, but do you think those people will count down the days until your webinar hosting? Because that’s exactly the reaction you want.

Instead, you would want to go with something like, “How I Doubled My Monthly Income as a Freelance Writer” or “How I Make $10k a Month as a Freelance Writer.”

Provided that these both accurately describe what you’ll be covering in your webinar, they are far more likely to grab someone’s attention on social media, even with countless other words competing for it.

Build Your Following

This is too broad a topic to cover here, but needless to say, even if you have a great topic and a compelling title, you still need to have followers or social media isn’t going to do much.

Depending on your timeline, it might be a bit too late. On the other hand, if you have some time before you do your webinar hosting, check out the following posts we recommend:

Whatever your situation, it’s definitely worth spending some time on your social media following so it will be there as a resource in the future.

Understand That Only About 25% of Attendees Will Actually Attend

This may seem like a disappointing statistic, but it’s not our intention to discourage you. A lot of people get higher rates and some people get lower ones. Your reputation and the size of your following – both things you can improve upon over time – will also have a big impact on these numbers. Some industries simply do better than others, too and, obviously, people who pay show up in higher numbers.

Anyway, the point is that you can’t get lackadaisical with your efforts. Even if you start seeing some encouraging responses from your social media efforts, you need to carry on with your marketing. Keep pushing and remind yourself that only about a quarter of those who sign up will actually attend.

make the most of social media twitter mentions about your webinar

Make the Most Out of Every Mention

Say, you’re marketing your webinar hosting efforts on Twitter and someone tweets you to let you know that they’ve signed up to attend.

This should be an automatic retweet. That should be a no-brainer. You want to show anyone watching that someone out there is, essentially, vouching for your product.

The concept at work here is called social proof. Simply put, it’s a form of influence that works when someone sees that other people like your product. It’s the principle at work when a restaurant has a line going down the block, so people naturally assume it must be good.

It should come as no surprise that social proof is an effective technique to use on social media.

Let People Know as Spots Fill Up

Speaking of social proof, another method you can utilize is to let your followers know as people sign up. Even if you don’t have a set limit on how many people can attend, letting people know that 100 spots have been taken – or any other large number – is more social proof.

It’s telling people, “X number of people have decided this webinar is a good idea.”

If you’ve done webinar hosting before, you can compare numbers, too. For example, you might say, “We’ve already exceeded the number of people who signed up for our last webinar and it’s only been a week!”

Again, as much as possible, let your followers know that other people believe your webinar hosting is a good investment.

Use Photos/Videos

Visuals work better on social media than just text. Ergo, you would do well to use images and videos when marketing your webinar hosting on social media.

This holds true across all industries, which is why you’ll often see companies post their text over some kind of picture. Even if the picture isn’t especially relevant, it will garner more shares.

Slides from your webinar will most likely make for effective images. This is a fantastic way to repackage a piece of media you’ve already paid for.

Videos can be extremely effective, as well. You can show a teaser for your webinar hosting or summarize one of the sections you plan on covering.

Periscope has become extremely popular with social media marketers because of how easy it is to stream/record a video. Even though the app is best known for live videos, they can also be watched by your audience later.

Using this app, you could hold an hour-long Q&A regarding the webinar on the topic you’re going to cover. There are all kinds of other ways to leverage videos, too, so get creative.

Use Unique Updates

Speaking of being creative, you don’t want to use the same update over and over when you’re advertising your webinar on social media.

Likewise, don’t turn your social media page into one ad after the next for your webinar hosting, no matter how unique each is.

Either mistake is going to turn people off. Repetitive messages make you sound desperate. This is another good reason to share other people’s decisions to sign up. These messages are both unique and the opposite of desperate because they show other people are already getting in line.

Pin Your Best Post

To ensure your posts are original enough, you should definitely consider writing out dozens of them at once so you can look them over. Treat them like any other form of content by taking them just as seriously.

Then, choose one to pin on your page. On social media, “pinning” a post means that it never moves from the top of your page no matter how many other posts come after it. This will make it easy for people to find the moment they click on your page.

Another way you can do this is by updating the picture on your social media profile, by changing it to something that references your webinar hosting. Admittedly, you don’t get a lot of space there, so you’ll have to be judicious, but the result will work much like a pinned post. Whenever you post to a platform, people will see a reminder.

Start Posting Amazing Content

Too many people forget about how important it is to post information that has nothing to do with their webinar hosting. We touched on mixing your posts up a bit, so it’s not just reminder after reminder, but you can also take things a step further.

High-quality content is what drives popularity on social media. You can read more about this in the links we posted above.

The point is that now is the time to post amazing content that makes people say, “Wow. This person/company really knows what they’re talking about. That was really helpful.”

If you blow people away with helpful posts and free information, they’re going to naturally assume that your webinar hosting will also be amazing. This is an extremely effective tactic if you’re charging people for your webinar hosting. You want people thinking, “If they’re giving this to me for free, the stuff they charge for must be worth it.”

Share the Process of Creating It

If you haven’t yet finished your webinar, you can optimize this process by sharing each step on social media.

Assuming you haven’t begun the creation process yet, you should begin by announcing to your following that you intend to do some webinar hosting.

Spend a week or two hyping this.

In fact, you could go even further back and tell your followers that you are going to do webinar hosting, but you’d like to know what people think would be a good topic. This type of crowdsourcing doesn’t just ensure you get a bunch of free ideas; it will also get more people interested, especially those whose ideas you’ve incorporated.

Then, once it’s time to actually start creating the content, rehearsing/recording it, coming up with slides, etc. you can post images and videos of doing so.

This is a lot like how movie studios often promote their films by providing glimpses of what happens behind-the-scenes. They can do this for months and months before the actual movie is released which gets people talking and builds their anticipation for the film.

Those who have a large following should be using Snapchat, too. This won’t be effective for everyone, but Snapchat has become a very powerful tool for promoting brands and building excitement for upcoming events.

create a webinar hashtag for social media

 

Create a Hashtag

This is another technique that will only work if you have a considerable following, but it definitely won’t hurt and it’s completely free to try.

Although they started with Twitter, hashtags have become commonplace across social media platforms. Create a unique one for your webinar hosting and every time someone clicks on it, they’ll see everyone who’s talking about your program.

Now, this sort of tactic is a bit of a gamble. For one thing, you’re actively handing over control of the conversation to the rest of the social media platform.

Also, if no one is talking about it, this will be negative social proof, which is never a good thing.

Still, a hashtag could be the tool that carries word of your webinar hosting to dozens or even hundreds of people who would have never heard of it before, so it’s worth thinking about. There’s a reason hashtags continue to get used: because they work so often.

Final Thoughts

The big takeaway from this article should be that it pays to begin thinking about how you’ll market your webinar hosting on social media early. The earlier you do, the more time you have to build up a following, crowdsource the topic idea, provide other forms of helpful content, share people’s responses and more.

That being said, there should be advice in this piece that you can use no matter where you are with marketing your webinar hosting.

Of course, if you want help executing these ideas or with anything else related to webinars, BigMarker is here to help. We specialize in showing companies how to monetize their knowledge and spread their word.

 

 

 

 

 

 

Sources:

https://blog.hubspot.com/blog/tabid/6307/bid/33540/18-Ways-to-Guarantee-Nobody-Misses-Your-Next-Webinar.aspx#sm.000011dwb1h6t8epau77f3bhms60v

https://www.meetingburner.com/blog/4-keys-to-promoting-your-webinar-on-social-media/

https://www.ethos3.com/2016/02/how-to-market-your-webinar-on-social-media/

http://www.stealthseminar.com/6-ways-to-promote-your-upcoming-webinar-on-social-media-organically/

https://www.impactbnd.com/blog/ways-to-promote-your-webinar