how to make webinars your #1 acquisition channel

How to Make WebinarsYour #1 Acquisition Channel

Recording and slides will be emailedby the end of the week

try.unbounce.com/for-your-webinars

Learn to use Unbounce to quickly build and publish targeted landing pages

(without having to code)

Stick around afterward

Director of Customer Success

Ryan Engley

Unbounce

@ryan_engley

Join our chat on Twitter

Director of Marketing

Georgiana Laudi

Unbounce

@ggiiaa

Join our chat on Twitter

Webinars work

How We Got Started

How We Got Started

Customer Success Marketing

Webinars became our #1 marketing channel in 2013

(followed by the blog, social, and ebooks)

Topic & Guest

Registration

Invite

Webinar

Follow-up

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Before

After

During

Before the Webinar

Topic & Guest

Registration

Invite

Webinar

Follow-up

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Topic & Guest

What does your community need help with?

Topic & Guest

Who does your community look up to?

Topic & Guest

What’s in it for your guest?

Topic & Guest

Registration

Invite

Webinar

Follow-up

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Marketing Copy

• Webinar Title• Short Description• Your Guest

What’s in it for attendees?

Marketing Copy

• Webinar Title• Short Description• Your Guest

What’s in it for attendees?

Marketing Copy

• Webinar Title• Short Description• Your Guest

What’s in it for attendees?

Marketing Copy

• Webinar Title• Short Description• Your Guest

What’s in it for attendees?

“Register for the Webinar” Landing Page

vs.

“Register for the Webinar” Landing Page

Don’t:Use the default webinar landing page

“Register for the Webinar” Landing Page

Do:• 5 LP Elements• Ask for Participation• Connect your LP• ‘Always be Testing’

“Register for the Webinar” Landing Page

Do:• 5 LP Elements• Ask for Participation• Connect your LP• ‘Always be Testing’

1.

2.

4.

3.

5.

“Register for the Webinar” Landing Page

Do:• 5 LP Elements• Ask for Participation• Connect your LP• ‘Always be Testing’

PRO TIP!

“Register for the Webinar” Landing Page

Do:• 5 LP Elements• Ask for Participation• Connect your LP• ‘Always be Testing’

PRO TIP!

39%

21%

PRO TIP!Post-Conversion Opportunity

Topic & Guest

Registration

Invite

Webinar

Follow-up

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The Invitation Email(s)

The Invitation Email(s)

• Subject line

The Invitation Email(s)

• Subject line • Body copy

The Invitation Email(s)

• Subject line • Body copy• Call-to-action

The Invitation Email(s)

• Subject line • Body copy• Call-to-action• Alternative• “PS”

PRO TIP!

The Invitation Email(s)

• Subject line • Body copy• Call-to-action• Alternative• “PS”

PRO TIP!

The “Offering” Landing Page

Going Social

The Webinar

Webinar Team

1. Host2. Guest3. Sidekick

Webinar Dream Team

1. Host2. Guest3. Sidekick4. Community Manager5. Manager

Engaging Your Audience

Engaging Your Audience

Audio!

Engaging Your Audience

Audio! Visuals!

Engaging Your Audience

Audio!

Banter!

Visuals!

After the Webinar

Topic & Guest

Registration

Invite

Webinar

Follow-up

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“Watch the Recording” Landing Page

• Be quick!• Embed hosted video• CTA to your “Offering” LP

Webinar “Follow-Up” Email

• Recap• Relevant links• CTA to offer (if leads)• Be quick!

Topic & Guest

Registration

Invite

Webinar

Follow-up

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Make it Available Forevermore

“Get the Recording”

“Watch the Recording”w/ CTA

“Offering”

PRO TIP!

Rejig your Registration Landing Page“Get the Recording”“Register for the Webinar”

PRO TIP!

try.unbounce.com/for-your-webinars

Why Unbounce?

Build your landing pages in hours – not weeks

It’s fast

Build, publish and optimize on your terms

You’re in control

Increase conversions with targeted pages & A/B testing

You’ll get better results