Building an effective cross-channel webinar marketing plan the right way
So now that we have examined the advantages of a cross-channel strategy, let us have a look at a couple of tips for webinar marketing for you to put this plan in motion.
Planning, planning, and more planning
Creating and launching a webinar requires a ton of planning. So, here are some top tips to help you maintain order and stay in control of things.
Set up a timetable. In terms of scheduling, considering all aspects of the webinar is a key component to creating successful webinars. What are some of the most important questions I should be asking myself when trying to schedule correctly?
A. When is the optimal time and day to host a webinar?
B. When and how should I promote the webinar?
C. What should the email comprise of and when should I send it to potential leads?
Plan as a team. Planning as a team can be more productive in terms of coming up with new and exciting webinar subject matters.
Pick the best marketing channels for your brand. To avoid jumping the gun, you need to determine where you will promote the webinar in your cross-channel marketing approach. You could stick to standards such as paid search ads and email marketing or you could explore other marketing channels.
Create a checklist. Creating a checklist can make monitoring and managing your campaign a lot easier. Checklists can help you to see clearly what has and has not been completed. For example, you could use Google Sheets to stay organized and on top of things.
Allocate tasks to each team member. It is crucial that you communicate and stay on the same schedule as others in the team. You can do this by communicating through Monday or Slack, reviewing the schedule for any updates or news, and sharing performance insights and outcomes.
Split testing can help catapult your results to the next level
It goes without saying that you should be split testing on a regular basis. By split testing you can gain better insights into what is working effectively for your target audience. recording which variables work best in your split testing efforts will support your promotions in the future, making for better and more relevant campaigns with higher engagement and conversion rates.
Split testing can give you a greater understanding of what is and isn’t working. But bear in mind that you should only change one variable each time so that you can evaluate and understand what is leading to the improvements in performance.
Some variables that would be a good idea to split test include:
Marketing copy: Discover what call to action (CTA) works best for your campaign and which one generates the most leads.
Descriptions and titles: Find out what type of titles and descriptions are most engaging for your target audience.
Formats: Identify which ad layouts and formats are most effective in your channels.
Timing: Use split testing to find out if seasonality has a part to play in engagement rate fluctuations within your webinar marketing promotions.
Subject matter: determine which subject matters receive the best engagement.
Promoting schedule: Determine when the best time would be to start promoting your webinar before the deadline approaches.
Right place at the right time: Discover what the time and day elicit the highest engagement rates for your webinar marketing promotions.
