We mentioned a couple of times already how important visibility is for your webinar.
As an online service, you won’t have the benefit of a tangible product in people’s hands to act as an indirect advertising tool (for example, a car’s brand will be visible when it passes you on the street, leading to visibility for the manufacturer).
At the same time, since you operate in a virtual space, you can’t just post physical billboards around town to market your service.
A new medium of content delivery will require new forms of advertising, online.
You do have some options: word of mouth from past attendees will do a lot of work for you, as will Google AdWords campaigns or similar tools.
But, without a doubt, the single most significant source of advertising value for your webinar will come from social media marketing. Here’s why:
1. Dual Channel
Social media works differently.
Yes, you can purchase sponsored posts on Facebook or promoter tweets on Twitter, but keep in mind that an arguably more effective source of visibility and lead generation will come from your own pages on the websites.
You will be able to talk directly to those who may be interested in your service, and tweak your strategy in real time to reflect user trends and the stage of your webinar development process.
A good synergy between page visibility and targeted sponsored ads will ensure you maximize your potential viewers’ brand awareness, for a fraction of the cost of other traditional advertising methods.
2. Custom-Tailored Ads
Perhaps the greatest revolution of social media advertising is its ability to select its own target with incredible accuracy.
If you specify your prospective demographic, Facebook and Twitter’s algorithms will make sure the people you want to market to will see your service.
If more potential clients are notified of your webinar for the same amount of effort on your part, it can only be a good thing, right?
3. A Personal Space
Social networks are a useful advertising marketplace, but let’s not forget what their main purpose is: creating an online presence for individuals, who can then update their profile over time and connect with others through it.
This is an incredibly personal space- people will be highly familiar with it and it will probably be a part of the daily routines of many users.
This is why it’s important to put yourself across as a team with the goal of enhancing the audience’s abilities, not simply to market a product. If users only see the benefit you will gain from their participation, they will reflexively feel their personal space has been invaded and are much less likely to register for your talk.
Put everything in a proactive light- what can attendees hope to gain from your event? You will now be seen as a vital and competence-enhancing component of viewers’ online lives.
4. It’s Social
Finally, and this is pretty understandable, social networks are, above all, ways to connect people.
Therefore, any buzz you may create with a compelling post or page has much greater possibilities to be shared with friends and peers than it would on any other platform.
Users can link to your landing page, copy and paste your videos, show others your registration form and encourage interested acquaintances to participate alongside them.
In the best case scenario, this effect then cascades through the friendship or follower links and greatly enhances your visibility (and attendee count).
But even if this does not happen on such a large scale, don’t discount word of mouth- it’s free, it’s by far the most trusted form of advertising and, if you set up your marketing to make use of it, it will be very effective.