Webinars may seem like an old platform for many, but there’s been a slow-building consensus among marketers that webinars are underused.
Plus, the COVID-19 pandemic also brings home the fact that webinars are much safer, and they cost less to organize, set up, and run.
As more and more businesses (including your competitors) are starting to host more webinars and virtual conferences, you’re probably wondering if your brand or business should also jump on the webinar bandwagon.
The benchmark webinar stats from on24.com might convince you to finally give it a go:
- More than 88 percent of hosts agree that webinars are great platforms, if not the best ones, that promote and grow business.
- 54 percent of attendees to webinars register a minimum of eight days before an event, while early registrants tend to enroll at least 15 days before the webinar.
- At least 75 percent of webinar creators use their products to build brands and get more leads.
The Ultimate Guide to Content Marketing for Business
How to stand out from other webinars and boost attendance
Now that you’re convinced to host your first webinar (or if you want to sharpen your webinar promotion skills), you’re probably wondering how you’re going to get through the hurdle of driving webinar attendance.
For a start, your webinar audience is busy. Plus, you have to persuade your audience to give up an hour or two in the middle of their workday or weekend (which is sacred for many!).
We’ve put together a list of content types that you can use to promote your webinar, get your audience’s attention, and make them sign up for your virtual seminar pronto.
#1. High-quality photographs
Using images may sound like generic advice, but the keyword here is high-quality.
What’s a high-quality photograph like?
Photographers tend to agree with each other that a good photo should tell a story through its composition, lighting, and, most importantly, its subject matter.
High-quality doesn’t have to mean expensive. You can have a graphic artist take pictures and edit them to create unique brand images for you.
Generic images can also be transformed into unique visuals when you have them edited and paired with specific and relatable content. A great image can be something you take from free stock photo sites like Unsplash.
Next, your image should have an unobtrusive but clean, clear company logo so you can stay on brand. It can make your webinar all the more identifiable, just like the example below.
Quick fact: When someone hears information, they’re likely to remember only 10 percent of that information three days later. Meanwhile, if a relevant visual like an icon or image is paired with the same information, 65 percent of the information will be retained three days later.
With that said, making infographics from scratch to promote your webinar is one of the surefire ways to get people to remember the webinar details and potentially sign up for it.
An infographic can also help you cut through the clutter of your target audience’s social media feeds because the “graphic” part of your infographic can get your audience’s attention in contrast to a wall of text.
Research reveals that people can remember more than 2,000 pictures with at least 90 percent accuracy in recognition tests over several days, even with short presentation times during learning.
Apart from getting your audience’s attention, an infographic packs more information than plain text as it can highlight what attendees can expect from your webinar.
#3. Infographic videos
Infographic videos combine audio, visuals, and motion.
When used to promote your webinar, viewers are more likely to pay attention to your webinar details, view it repeatedly, and even share it with their network.
Another benefit of infographic videos for webinar promotion is you can leverage what psychologists refer to as the predictive coding theory.
According to this theory, your brain is actively predicting and constantly generating mental models of a particular sensory input.
Due to the motion and tempo in your infographic video, the viewer is actively anticipating what’s ahead instead of passively processing information, which happens when someone is reading through text.
As a result, your webinar promotional content is likely to stand out through a short infographic video.
Finally, make sure your infographic video is short, to the point, and visually compelling for webinar promotion.
#4. Memes or inspirational quotes
The world of poetry, literature, and the arts is encapsulated by quotes and memes, the more accessible forms of inspiration on the internet. Memes or quotes are highly visible throughout social media.
The ability to make these relevant on your webinar promotion is a possibility you can explore. Quote cards or meme sharing is easy to do, and there are many apps to help you make unique quotes or memes.
#5. Guest blog posts
One way to boost attendance to your webinar or online event is to write a guest post for blogs that cater to your target audience.
When writing a guest post, your webinar details should be clear like the date, time, any software required, and what’s in it for your webinar attendees.
If you have a lackluster list of webinar attendees in the week leading up to your webinar, you might be delighted to know that 69 percent of signups take place in the final week. Don’t be surprised if you receive a sudden influx of signups even on the day of the webinar itself.
Savvy marketers and brands know that there is no webinar attendance magic. It boils down to understanding your audience’s needs and what motivates them as well as effectively communicating the value of your webinar.
Guest author: Kai Tomboc is the resident wordsmith for Easelly, makers of a simple infographic maker tool, and an information design service studio. When not engrossed in a book, she’s most likely taming tardigrades or trying really hard to perfect her one-handed kettlebell swing.