Webcast marketing is the new frontier in internet marketing for many brands and organizations. Statistics show that by 2022, videos will make up more than 82% of all consumer internet traffic. And in 2020, 83.3% of internet users accessed digital video content. Even as far back as 2018, 54% of consumers said they want to see more video content from the brands they love.
If you’re not marketing through webcasts yet, it’s not too late to start. Whether you are in charge of marketing for B2B, B2C, or even D2C (direct-to-consumer), webcasts are the way to go for lead generation, brand recognition, and even consumer education.
But what are the best steps to take to ensure your target audience views your webcast either live or on-demand?
Set the Stage with Great Content
You’ll want to start promoting your webcast roughly two to three weeks before the big day. Most companies begin with an email to their list to ensure that they are reaching their “warm” leads and current customers who would benefit from the content.
While you want to talk about the benefits of your webinar, you also want to entice your audience with great content teasers. Make sure every email delivers value and actionable tips or insights your audience can start using even before the webinar. Your first email and any other marketing collateral should give a sneak peek of things to come while offering helpful information your audience can also use immediately.
Take an Omni-Channel Approach
While email is one of the most common methods of marketing your webcast, you shouldn’t stop there. Consider tactics such as:
- Organic social media marketing
- Paid search
- Paid social
- SMS marketing
You should also make it easy for people to add your event to their calendars and to access your event from their computer or mobile device on the big day.
Align with Marketing Partners
Your presenters, especially if they are outside your organization, can be great marketing partners as you spread the word about your webinar. Encourage them to drum up excitement amongst their network by providing them with materials and information they can modify and disseminate easily.
You might also consider approaching some big-name, well-known attendees in your industry — even if they aren’t presenting — about influencer marketing campaigns. After all, any type of event, whether virtual or in-person, is more fun with friends and people we know. Ask attendees to spread the word on social media and invite their friends to make the event more exciting for everyone.
Follow Up for Best Results
When your webcast is over, make sure to offer the materials available on-demand to those who registered. Things happen, and, often, attendees find out last minute they can’t attend a webcast. You’ll get even more mileage from your marketing efforts by offering the same content after the fact.
GlobalMeet® Webcast makes it easy to present and record a branded webcast. Our team can help you every step of the way.