Webinar Wire

The Second Part of CAPP - Your Audience

Posted by David Cleary July 17 2008 1:31 PM EST

2nd in a four part series:

So you have compelling webinar content that will create value for your attendees and leave them better off having attended your event.

Now you have get attendees, your audience TO your webinar. This is all about marketing. Remember, your potential audience isn’t sitting around hoping you’re going to come up with a great webinar they just have to attend. There are lots of ways to promote your event from you website, direct mail, newsletters and so on.

It’s a good idea to use a variety formats so you can message in different ways. but perhaps more important than the format is the consistency of the messaging. I normally use a three touch email campaign in the format of First announcement, Reminder, and a Last Call. Doing this consistently yields a significant increase in registrations. I provide the most content in the initial email and then progressively less content in the second and third. I mention the key benefits attendees will receive and the call to action to register.