Most people advertise their webinars through the same channels — a combination of social media posts, emails to their list, and maybe some pay-per-click. And you might be getting some good levels of interest using these methods.
But if you’re prepared to widen out and try some new approaches, you’re going to find some rich sources of traffic that have NEVER had the opportunity to register for what I assume are some pretty awesome webinar presentations.
It’s a bit like when you get to the bottom of a pudding cup and you’re scraping out the last traces of chocolatey goodness. It’s worth trying to get those last few morsels – no sense in wasting them – but it can’t replace the joy of ripping open a new cup and plunging your spoon into a fresh mound of pudding.
So, here are five brand new cups of webinar prospects, untouched and ready for you to dive in. Better grab yourself a spoon.
Live Events (advertising and networking)
Exhibitions and seminars are premium places to find new prospects. The attendees, by definition, are the kinds of people who are willing to get off their butts and spend some money.
Most live events have advertising and sponsorship opportunities. But if your budget doesn’t stretch to that, try attending and doing some good old-fashioned networking.
If you’re feeling really brave, you could put yourself out there as a seminar or convention speaker. Hey, if you’re a practiced webinar host, it’s only a small step up to speaking to an audience in person.
Pay-Per-Click (test alternative platforms)
Yes, I know I already mentioned this one. It’s a common route to finding new prospects and if you’re not already trying pay-per-click (PPC) you really should be.
But even if you’re already onboard with this method, have you considering widening out onto other platforms?
For example, if you’re advertising through Google Search, try branding out into the display network. Create some retargeting campaigns to boost your results. Or try Facebook’s targeted advertising (quick – before the government regulates them out of existence!).
Niche Media (think laterally)
Advertising in popular media is expensive but digging down into magazines and news websites that serve a very specific audience can cost less and produce better results.
Try looking for media that serves the type of audience you want to reach, even if it covers a different subject.
For example, if you host webinars in which you review the latest tech gadgets, your target audience will likely be predominantly young, male and affluent. Gadget-themed magazines and websites are the obvious routes, but your audience probably also reads about videogames, investing opportunities and movie releases. Sidestep into different genres that feed a similar audience and you could discover a rich vein of new prospects for your webinar.
Guest Blogging (negotiate a swap)
Blogging is a good way to demonstrate your expertise. As with “specialist media” advertising, you should think laterally and look for blogs that are on related topics but that serve the same audience.
Some blog owners will happily accept guest blog posts for free, but the biggest and most popular sites will levy a charge. If the price is too high for your liking, try negotiating a swap. For example, they help you promote your webinar to their audience and, in exchange, you promote their blog during your webinar presentation.
Social Media (expand your reach)
No doubt you have the sense to announce your forthcoming webinar on Facebook and Twitter, but you should also be exploring other options. Instagram, YouTube, Pinterest and LinkedIn may be less obvious social media outlets for webinar announcements, but they have a sizeable audience with selective interests that can be targeted.
Targeting an audience through social media, of course, often requires advertising as opposed to simple posts, but if you’ve yet to try social media advertising, you may be surprised how affordable it can be. Especially when you have the ability to target very specific demographics and groups who have already demonstrated interest in your field of expertise.
You can expand your social media presence even further by encouraging your registrants and previous webinar attendees to share the news of your events on social media. Those that like you the most will do so voluntarily. Everyone else… can probably be persuaded with a little incentive, such as a free gift or competition entry.
It’s easy to get stuck in a rut with your webinar advertising, especially if what you’re already doing is working. But you shouldn’t wait until growth slows or saturation occurs to explore other fruitful areas in which to promote your event.
Keep mining the avenues that are already profitable but be sure to take the time to expand your reach.
There’s plenty of pudding out there, people. And plenty of different flavors available. Go grab yourself some.
This is just a metaphor, of course. The pudding being the potential prospects, and the flavors being the different marketing avenues. But if you found this article useful and you’d like to show your appreciation, please send pudding contributions care of Genesis Digital, La Jolla, California. Thanks!