When it comes to engagement and customer loyalty, webinars have become essential tools for starting a dialogue and sharing information about your products or your brand on a large scale.
Because creating these online events can be challenging, Sophie Panot, Marketing Director at Webmecanik and Pauline Murat, Senior Partnership at Livestorm share their best tips for boosting your webinars with marketing automation. A recap of their discussion, here?
The challenges of organizing online events
The key steps to organizing a successful webinar on Livestorm
How to use Marketing Automation tools to promote a webinar
How to use Marketing Automation during and after the webinar
A real-life example of how marketing automation contributed to the success of a webinar on Livestorm
The challenges of organizing online events
Few participants, difficulty communicating and mobilizing databases, time-consuming organization… These may be the challenges that came up when you considered creating your webinars. No need to get discouraged, we have come up with solutions to avoid these constraints.?
Save time
Save time with marketing automation. By creating automated campaigns, you can recruit more registrants simply by planning your communication channels: emails, SMS, or notifications. One email, sent to one or several segments, and your invitations are sent in one click.
As Pauline Mura pointed out during this webinar, a Forrester study calculated that webinars organized on the Livestorm platform made it possible to save 80% of time and 16% of marketing costs through automation: this comes from the time saved. Indeed, fewer dedicated resources allow for increased performance and therefore more conversions.
Find registrants
You need to find the right communication channels to attract your target audience. Do you want to engage with prospects, customers, or as many people as possible? Depending on your goals, marketing automation helps you gain clarity and segment your database.
As Pauline Mura reminds us: “80% of marketing automation users saw their number of prospects increase and 77% saw the number of conversions increase. This statistic from Venture Beat shows us that well over half of the 43 automation platforms studied increased prospects and conversions. Indeed, marketing automation connects marketing and sales to achieve the same goal, thereby increasing return on investment. The statistics show how marketing automation will probably be a successful investment.”
Make sure they attend!
To do this, you need to send the right message and make people want to attend your webinar! By providing enough information through a well-crafted landing page with a presentation of your webinar content and incisive calls to action, you can boost your number of registrants.
Ensure they convert
Because attending a webinar is not enough to convert prospects, the experts recommend using marketing automation to continue the dialogue with your audience. Indeed, the software makes it possible to track your participants’ behavior during the webinar and identify which participants are most likely to be convinced by your solution. To do this, Livestorm offers statistics showing participants’ attention rate during your event. Marketing automation, for its part, will give you insights into the impact of your communications.
Good to know: marketing automation is not a new trend, but it is growing. According to Email Monday, 51% of companies were already using marketing automation in 2021. The history of marketing automation dates back to 1992, but it was only at a later stage, around 2003, that industrialization really began. In recent years, it has become essential for millions of companies around the world.
The key steps to organizing a successful webinar on Livestorm
The goal of a webinar is, of course, to speak to your audience. To motivate your audience to attend your event, Livestorm recommends setting up a landing page (in this case in the form of a registration page, with a complete form), which of course mentions the title of your event and its subject. Here are the key steps to organizing your webinar:
- Subject and title: choose a relevant topic and a catchy title that sparks the interest of your target audience.
- Expert and engaging speakers: invite experts in the field to make your webinar credible and captivating. Clearly indicate their names and their roles on your landing page.
- Choosing the date and time: select a time that suits your audience, taking different time zones into account. Avoid Fridays at 5 p.m. The date should be defined according to your audience’s habits.
- A landing page that makes people want to sign up: create an attractive landing page with persuasive copy to encourage registrations.
- Choice of format: decide whether your webinar will be live, semi-recorded, on-demand, or a series of events. Each has its advantages, depending on your objective.
- Connect to your CRM: integrate your CRM system (Customer Relationship Management) to track registrations and participant interactions and have them directly in your database. This is one of the strengths of using the Webmecanik automation solution! You can connect it to your Webmecanik Pipeline CRM and have all your contacts in one place.
> I download my guide: organize your webinar effectively and generate leads
How to use Marketing Automation tools to promote a webinar
Main promotion channels: use Marketing Automation to automatically send email invitations, social media posts, targeted ads, and personalized reminders.
The experts recommend integrated ads to set up with Google Ads, to retarget people who have seen your landing page and those who registered. A few additional actions can also boost your registration rate: specialized blog articles, mentions in newsletters, social media posts, or listing your event on a platform like Siècle digital.
Automation in the service of promotion: create automation workflows to send follow-up emails, registration confirmations, and automatic reminders to participants, thereby maximizing engagement.
How to use Marketing Automation during and after the webinar
Automation during the webinar: use tools to automate polls, Q&A sessions, real-time satisfaction surveys, and to direct participants to special offers or resources after the webinar.
Automation after the webinar: continue nurturing the relationship with participants by automating email follow-up, sharing webinar recordings, and offering special deals to strengthen their engagement.
A real-life example of how marketing automation contributed to the success of a webinar on Livestorm
During this webinar, Pauline Mura and Sophie Panot presented the Livestorm platform and the Webmecanik Automation marketing automation software.
Key takeaway: these two solutions are innovative and customizable in your company’s colors! Emails, landing pages, content—adapt them to invite your contacts to all your events. These two solutions also make it possible to access advanced statistics and track your audience’s behavior to meet their specific needs. Let’s take a closer look. ?
Create your landing page on Livestorm
- Select the date and time of your event with the calendar
- Enter your content in the settings
- Create all your automated emails on Livestorm with your company’s colors and logos
- Add and edit follow-up emails
- Enable integrations with your Webmecanik marketing automation software, or any other solution such as Intercom, Slack, or CRM software like Pipeline.
Create your automated campaigns on Webmecanik Automation
Webmecanik Automation allows you to set up campaign workflows to boost your number of registrants or share the replay of your webinar. In this example of a marketing automation workflow, the goal is for webinar registrants to request a demo. To create a workflow like this one, it was necessary to:
- Identify the target: marketing managers
- Set an objective: convert them into meetings after the demo request
- Build the steps of the journey
- Create the content
> Download your guide to create marketing automation workflows
This webinar, broadcast on Tuesday, September 12 on Livestorm, showed that Marketing Automation is a valuable asset for getting the most out of your webinars on Livestorm.
By automating tasks and interactions at every stage of the process, you can maximize the effectiveness of your marketing efforts, attract an engaged audience, and increase conversions after the event. With the right tools and a solid strategy, your webinars can become powerful tools for growing your business.
