Webinars and social media go together like Bonnie and Clyde; a dynamic duo that, when well executed, can catapult a business from bland to booming. Unfortunately, scads of business owners fail to execute a full-scale webinar-boosting plan, brimming with supporting content, compelling adverts, and divine timing. This means that an abundance of webinars end up driving minimal attendance, which reflects poorly on the presenter and their brand – personal or otherwise.
Whether you’re a seasoned pro or a webinar newbie, it’s helpful to have a road map. Leading webinar service provider, ClickMeeting, developed an insanely helpful webinar promotional timeline infographic that details everything from a month prior to launch to two days after the event; it’s a comprehensive flowchart that leaves nothing to guesswork.
Since social media advertising is one of the most potent ways to drive signups, it’s priceless to know the most prosperous ad formats to leverage and which audiences to target with these advertisements.
If you’re curious about what times of adverts create the highest conversion rates, keep reading.
#1: Facebook Quiz Adverts
Interactive content is the bee’s knees in today’s digital world; hence the often times marvelous performance rates of contests, live streaming video, digital mini-games, and other related materials.
Quizzes also fall under this category and are fantastic at driving increased user engagement.
The ultimate goal with promoting a quiz is to drive webinar signups. This can be accomplished by structuring the assessment of your quiz to reveal gaps in the user’s knowledge that your webinar can help to fill in.
One plus side to this method is that even if users don’t register for your webinar, these people can be added to a remarketing list in the hopes of capturing them later down the line.
When targeting your audience, focus on some of your most active website visitors; these are warm leads and will be more likely to attend. Using lookalike audiences won’t be as fruitful here as you are not capturing an email address and asking them to take a lot of steps for someone they have no awareness of.
Target a 10-day window of active website visitors to avoid irritating your followers with constant ads. By doing this you will also limit your ad’s impression frequency and maintain some of its freshness.
#2: Website Conversion Ads
In order to effectively optimize your Website Conversion ads, it is recommended to install a Facebook Pixel on your site; the key reason is for remarketing.
Once again, your goal is to drive signups. Fortunately, you can accomplish this while still making ads evergreen in the process; this is particularly useful if you plan on running the same webinar multiple times with a few variances.
By excluding the webinar broadcast date and regularly updating that on the landing page, you will have an advert that can be used many times over.
When targeting users with these ads, it is beneficial to split the audience into two groups; those who have visited your webinar landing page but didn’t sign up (abandoned page) and those who have previously registered for one of your past webinars (if applicable).
Admittedly, the volume of signups you will gain from this method will be limited, but since these folks have already expressed interest in your broadcast, the chances of registration are significantly increased.
#3: Lead Ads
This tactic is similar to the approach used for Website Conversion ads; one of the differences is that the dates will be included in the adverts since lead ad forms are date specific. Another deviation from the previous method lies in the targeted audience; this will help to avoid saturating the aforementioned crowd.
For this group of ads, it is best to target those who have abandoned your webinar’s landing page as well as lookalike audiences.
Lookalike audiences are quite beneficial for this ad type as they are users similar to those who are already interested in your offerings.
With these adverts, split testing is recommended to verify if more conversions are achieved by sending users to a landing page instead.
#4: Recent Blog Content
While promoting recent blogs should be a practice you undertake regularly, this is especially helpful when gearing up to launch a webinar.
Additionally, the goal of promoting your blog content is twofold; create an active website custom audience (used in tip #2) and take advantage of Instant Articles traffic by placing ads promoting your webinar on your own blog.
For this ad set, your best bet is to target users who are already engaged with you or your brand; focus on individuals who have visited your website twice or more in the past 180 days as well as those who are most active on your site.
While it can certainly be beneficial to have the post center on the topic of the webinar’s materials, it is not a requirement as you will also be advertising it with adverts on that page.
Just be sure that whatever content you choose to put a spotlight on is top-notch work. Working to market a lackluster blog is wasted effort.
#5: Carousel Ads
Since images and videos are some of the most arresting and enticing content on the web today, Facebook’s Carousel Ads are highly effective for driving traffic, sales, etc.
Since Facebook now allows up to 10 images or videos, you can create a variety of content that supports your webinar; image posts, video propositions, relevant blog posts, and so forth.
Here, your goals and target audience should be identical to those for promoting a recent blog. The only differentiator here is that targeting lookalike audiences can also help to drive more signups as these folks might find your ad set compelling enough to investigate; especially considering their similar interests and behaviors to existing followers.
Bonus: Use Email Marketing Wisely
Email marketing is still an extremely effective marketing avenue despite its age. And since you likely send a ridiculous amount of emails every day, you should be leveraging those communications to simultaneously promote your webinar.
WiseStamp enables users to develop compelling and professional email signatures. Using the company’s Gmail signatures or Outlook Signatures, you can effectively drive traffic to your webinar landing pages or social media channels where your webinar is also being pushed.
This potentially gives you two separate chances to capture email recipients for your webinar.
Social media advertising is one of the most fruitful and effective ways for reaching audiences (new and old) with your latest webinar. Leveraging these social adverts can boost your webinar registration and attendance significantly, ultimately leading to increased awareness, followers, leads, and sales.
Adam is a freelance social media and SMB marketing consultant specialzing in helping "brick and mortar" business to master the online sphere . Adam is a NYC native and a big sports fan of anything from New York.