Q: Why did the chicken cross the road?
A: To get to your webinar!
Of course, the chicken has to hear about the webinar first! We can have the greatest webinar on the planet but if no one is there to attend it, it’s all for naught!
In this blog post I’m going to give you 14 free ways to promote your webinar. Now, free is not necessarily better than paid, but sometimes free is all we have available to us. With that in mind, check out this list and then choose one or two that appeal to you and your market. You certainly need not do all 14 to make a hit. In fact you will be far better off only choosing a few of them and doing them well than spreading yourself too thin. Using just one or two of the following can pack your webinars with as many people as you desire for as long as you desire to run it.
In this article, I’ll show you how 14 proven ways to promote your webinar without spending a dime.
Just read from the top down for all of them or click a link below to get started!
Putting up a Facebook post to promote your webinar is natural if you’re already doing it, but do yourself an extra favor by joining private groups that are a match for your content.
These Facebook groups are chock full of people interested in your webinar, and they’ll see your promo when you post it.
It’s as easy as 1… 2.
1. Search for a group related to your webinar.
Enter keywords into the search box to bring up groups in your niche. Let’s say you have a product/ service related to publishing a book on Amazon. Select a group.
To become a member of the group, just click the “Like” button, and you’re in!
Post on your Facebook page twice a week, three weeks prior to your webinar. Provide value to the facebook group. Get the approval of the moderator to link to your webinar. That is it. Should the moderator desire, feel free to give them a percentage of sales.
After getting approval, tell the group what they’l learn at the webinar, and link directly to your registration page.
Link clicks account for 92% of ALL user interaction with tweets.
That click-through to your registration page is the goal of your individual tweet.
Your overall goal on Twitter is to get your webinar promo tweet liked and retweeted as much as possible, to get as many click-throughs to your webinar registration page as you can.
One of the best ways to stir up a social buzz on Twitter is to simply put it out there in a well-designed Tweet.
2. Schedule your tweets with Buffer (You can use this automation step by step with twitter too!). You should send out a tweet every other day for the first two weeks prior, then publish a tweet 1-3 times per day for the week your webinar goes live.
3. For each individual tweet, add a shortened link (use Bitly) to your registration page, alongside the time and date, the webinar title, and your webinar hashtag.
3. Stay active on Twitter for all three weeks, and create a buzz by starting and joining the conversation.
Instagram is the best place to show the personality of your brand.
1. Capture the behind the scenes shots of your webinar.
2. Document before, during, and after your webinar, and include pictures of you and your guest speakers.
3. Share quality pictures of the products or services you’ll offer at your webinar.
LinkedIn has grown in leaps and bounds.
To promote your webinar, post the webinar announcement on your LinkedIn company page, and to all relevant groups — once a week for three weeks before the webinar starts.
If your target audience uses LinkedIn a lot, follow these steps.
1. Join LinkedIn groups similar to your webinar niche.
ASAP. Sometimes you’ll need approval to join a group, and that takes time.
2. Write a LinkedIn blog post about your webinar’s topic.
This’ll give you a solid SEO boost on top of direct exposure to your LinkedIn following. Writing a valuable blog post gives you a solid excuse to share your webinar without seeming salesy, and the readers who want to learn more will sign up for your webinar.
3. Share links to useful resources.
Unfortunately, lots of people join LinkedIn groups just to promote and run.
Don’t be that guy.
This powerhouse of a search engine is second only to Google.
You can upload a sample of your webinar, a video ad, or past webinars to get people interested in the next. It’s great because people can just jump on, and click through to your registration page immediately.
Here’s how you can put together a YouTube teaser.
2. Add your call to action with the URL to your webinar registration page.
3. Use the video’s embed code to insert the video into your landing pages, registrations page, blog post and all of your social media channels.
Pinterest is a superb channel to drive attendees to your webinar.
And it’s easy.
1. Just head over to Pinterest.
2. Pin a promotional image of your webinar and link it directly to the registration page.
It gets a lot of flack, but don’t underestimate the under-used power of Google Plus.
It may not match the raw power of it’s maker, the #1 search engine, but it adds to the SEO boost that’ll help you harness that power.
Plus it’s easy and free.
1. Post your promo to Google Plus once a week for three weeks before your webinar.
2. Make sure the post has the time, date, title and hashtag.
3. Tag the companies and speakers involved in your webinar.
#8 Your Blog
A well-written blog post can easily be as effective as a dedicated landing page, and often more so thanks to the value your reader gets out of it.
Write and schedule one blog post each week for the three weeks prior to your webinar, on the same topic as your webinar.
Every 400-500 words, insert a link to your webinar’s registration page (a 1500 word article should have two links in the body and one at the end) .
Use Buffer to schedule your blog posts to go out on social media, and send it to your email list too.
Participate in forums and drop in your registration page, to drive loads of traffic your way.
► Keep in mind that some forums won’t let you promote your webinar, and some forums have threads dedicated to ads and promotions.
► Breaking the rules will get you banned quickly, so read the forum rules before posting.
► If no promotions are allowed, you can get past that by creating a forum signature with a link to your registration page.
Every time you answer a question or simply comment on the forum, they’ll see your subtle but valuable signature promo.
#10 Your Email Signature
Update your email signature with your webinar registration link, and a simple call to action.
#11 Appear on TV or Radio
There’s plenty of community programs and Cable TV programs that can get you in front of thousands of people for free.
First, create your news story.
TV stories usually run for 3 to 5 minutes, so you’ll need enough content to cover that timeframe.
Get a Spokesperson.
For both radio and TV, you’ll need a spokesperson, ideally you. You can outsource that to an associate though, or hire someone to take your place.
Who do you send your release to?
If you’re taking the radio route, find a contact in the newsroom. For a TV program, you’ll need to talk to the program Producer. For television news, find the Chief of Staff or a reporter.
1. Find the phone number online and call them.
2. Ask the receptionist for which person you should send your media release to.
Always follow up with a phone call, one the morning before the event, and one more the morning you go live.
With TV news, you probably won’t know until the last minute whether they will be able to have a crew available, so shoot for a holiday and big-event free day.
Before we move on, I want to cover free press releases online. A lot of people turn their noses up when they hear it, and with good reason — only 5% of these press releases actually make it on Google News.
So let’s focus on that 5%:
► PR Fire
► PR Zoom
For the runner-ups in this research, read the Vitis PR report.
There are tons of associations related to your industry.
The key is to let them get the word out about your webinar.
Plenty of associations offer webinars for free to members to boost the value of membership, so keep that in mind as you plan your webinar structure.
Most people charge $50 to $300 for a 60-minute webinar, but don’t forget about sponsorship! You can offer your webinar for free and still make money, by selling ad space to people who want to promote a product or service.
One of the easiest ways to find an association match for your webinar is at the Career One Stop association search.
#13 Joint Ventures
This is the fastest and easiest way to get started. Just reach out to people in the same niche as you, and have them share the news about your webinar!
It’s a win-win, because you’re bringing them a massive payload of valuable content to share with their followers, and you’re able to sell your core offer to their marketing list.
Here’s how it’s done.
Find your Joint Venture Partner
The first step into your JV journey is to make a list of the people you want to work with.
You can find them by searching Facebook for JV groups.
Next, build a strong business relationship with them by adding value in some way — comment on their blog, talk with them and their followers on social media, or leave them a positive review on their book, podcast or LinkedIn.
Reach out to Your Joint Venture Partner
Cookie-cutter template emails won’t do. Write a personalized email to each potential partner:
► You’re already on their radar, but be sure to formally introduce yourself.
► Compliment them on their work. This should be easy and 100% truthful because their work is the reason you chose them in the first place.
► Capture their interest by mentioning your strategy, but don’t pitch right away.
► Wait until you get an email back, then schedule a time to talk on the phone or in-person if you’re near each other.
Once you’ve landed the partnership, you can start working together to promote your webinar.
► Leverage their email list by sending out the full webinar campaign in the next section.
► Ask for them to embed your teaser video in their website or blog.
► Have them send out promotional posts to their social media platforms.
► Ask them to introduce you during the webinar, and if possible, do it together.
#14 Your Email List
If you don’t have an email list yet, no worries.
As you use the methods above, you’re building your email list.
Your webinar email campaign may very well be the most vital part of your promotion strategy. That’s why I want to give you this entire webinar email campaign, to make sure you’re as successful as possible.
Email #1 The Teaser
Add your YouTube video teaser to your newsletter, three weeks to a month in advance. No dates or times needed, just the teaser.
Email #2 Save the Date
Next, give them the date and time of your webinar, with a subtle link to your registration page, beneath the teaser video.
Email #3 Formal Invitation
Send your official webinar registration invitation a week prior to the webinar.
Email # 4 Last Chance Reminder
This is their last chance and your’s too.
Segment your email list to hand tailor this email to specific groups and get the most bang for your buck:
► Segment A: People who opened Email 1 and 2 but didn’t click through to the registration. Ask them what’s keeping them.
► Segment B: People who opened Email 3 but didn’t click through to the registration page. For this email, make it as simple as possible to sign up for your webinar. Immediately give them the link to register, and add another call to action at the bottom, with objection-counters in between.
► Segment C: These are past webinar attendees (or buyers) who didn’t open your last 2 emails. Give them a refresher on the webinar content and prompt them to register so they can view the “post-live” recording, if nothing else. Level with them on a personal and emotional level.
Email #5: We’re Live!”
Send this email to everybody as soon as you go live to let them know that they can still attend.
Email #7: Post-Live Last Chance Reminder
Some people allow viewers to watch their recording for up a week after the official webinar release, while others shut it down within 24 hours. Whatever you choose, make sure you give them a reminder of how long they have to download or view the recording before it goes away.
Whether you’re bootstrapping with the best of them or simply adding to your list of frugal marketing methods, we’ve covered 14 proven ways to market your webinar like a champ without spending your hard-earned money.
From Facebook, to joint ventures and email marketing (with the best social media marketing platforms in between), you now have a solid marketing plan that’ll make your next webinar shine.
Good luck to you, and don’t forget to grab my free webinar promo tools on the way out!