how to make webinars your #1 acquisition channel
DESCRIPTION
Unbounce held a webinar in every month of 2013. Not only did Unwebinars become our #1 acquisition channel, we've built a repeatable process that anyone can follow. After a year of successful webinars, Unbounce's Director of Marketing, Georgiana Laudi is going to share our process. In this hour long webinar, you'll learn: To choose a topic, title and guest that attracts qualified leads - The most effective ways to promote your webinar - How to set up a registration page that converts - The ins-and-outs of the webinar setup - What you should do after your webinarTRANSCRIPT
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
Repurpose & ReuseTh
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Before
After
During
Before the Webinar
Topic & Guest
Registration
Invite
Webinar
Follow-up
Repurpose & ReuseTh
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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
Repurpose & ReuseTh
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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
Repurpose & ReuseTh
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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
Repurpose & ReuseTh
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ss
“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
Repurpose & ReuseTh
e w
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roce
ss
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