Video remains a big part of the marketing landscape and webinars continue to be a big opportunity for lead generation, so why not use your HubSpot platform to utilise sign ups?
Whether they’re live or recorded, webinars are a great way to engage your audience, particularly if they’re generally visual, or if your products and services require a walk-through for better understanding.
Once you’ve come up with a series of topics for your recorded/live webinars you need to set up a promotion and delivery strategy.
This is where we really think you can utilise HubSpot’s lead generation and automation tools, to strategise the whole process:
- Blog, email and social media publishing tools to promote your organisation
- Call-to-action to promote the webinar
- Landing page and form to capture registrations
- Follow up email to confirm registration
- Workflow to nurture and boost attendance*
* Please note: Workflow functionality is only available on Marketing Hub Professional, Marketing Hub Enterprise, and Sales Hub Professional platforms.
1. Blog, email and social media
Make the most of the HubSpot platform by utilising its key content marketing offering - the blog, email and social media tools.
Once you've created your content on these channels you will be able to analyse the results - i.e. blog reads, email opens and social media engagements on the HubSpot Reports platform.
You'll also be able to use this content when actioning all of the below...
Plan text or image-based CTAs all add to spreading the word about your webinar. Paste these links into your blog posts, social media messages and email newsletters, as well as some specific email campaigns.
If your webinar is about a particular product, use CTAs on the product page too!
3. Landing page and form
This is key to ensuring you're getting some 'value' from your webinar series.
Perfect some persuasive copy that will sit on your landing page to promote exactly what you're offering in your webinar and what the customer can expect to achieve from watching it.
Take care in choosing the fields for your form - only ask for what is necessary and what would be seen as "fair value" in exchange for the content in your webinar. For instance, a person is likely to give away their email address for the benefit of watching your webinar, but unless you're offering a physical freebie or sample, they're unlikely to give you their residential address (a business address may be freely given).
Remember, once you have a new email address in your CRM you can use this to send email reminders, updates and other promotional messages, if they've opted in.
4. Follow-up email
Remind your registration list that the webinar is due in X days/hours, with another brief summary of the webinar content as well as a link to access it.
You can also use a follow-up email to get back to them after the webinar to thank them for their time, ask for feedback, send a recording of the webinar and/or push for conversions.
A HubSpot workflow allows you to set up all of the above without having to do a great deal of manual work.
A fixed-date workflow would allow you to trigger all of the above events - except social - based on the date of the webinar, and it will action it for all existing and future sign ups.
If you'd like to learn more about HubSpot and how it may work for webinars and other lead generation methods, get in touch with our Director, Johnny Woods, on 01325 778 786 or email via firstname.lastname@example.org.
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