Summer is here. The weather is beautiful and your prospects have vacation on their minds.
Thoughts of sandy beaches and family road trips make it even more difficult to catch the attention of your potential clients. This just means you need to double down on your inbound marketing tactics for attracting leads to the offers that guide them through their buyer journeys.
Marketing webinars are a great opportunity to offer your prospects helpful educational content. By providing them useful information from content experts presented in an interactive way, you help establish your business as a thought leader in your industry.
Unfortunately, getting people to register for marketing webinars isn’t easy, and the summer distractions make it even more difficult. Since marketing webinars are an ideal offer for prospects in the middle of their buyer journey, you should already have email addresses for most of the leads you want to target. This makes an email marketing strategy the key to attracting webinar registrants.
Follow these three email marketing strategies to boost registrations for your next marketing webinar.
#1. Allow Ample Lead Time
Sending out a single email isn’t going to yield the number of registrations necessary to make your marketing webinar worth the effort. Of course, hammering your leads with daily promotional emails is a major inbound marketing faux pas and sure to boost your unsubscribe rate. Make sure you allow enough lead time to send several emails promoting your webinar without having to send them too close together.
#2. Focus On Scheduling
It’s also important to focus on the time of day you send your emails. The right time of day depends heavily on your buyer persona. Some prospects react better to morning emails. Others are more likely to open an email if it reaches them right after lunch. Look at your past email marketing metrics and A/B test data to determine the perfect time of day to reach your prospects. Then, schedule the emails promoting your webinar accordingly.
#3. Write Provocative Email Headlines
Between the diversions of summer and the inherent difficulties of attracting webinar registrations, you need to ensure your email headlines grab your prospects’ attention. Bold, controversial statements that challenge conventional wisdom are much more likely to get leads interested than generic statements telling your prospects what they already know. Of course, you still need to consider your buyer persona when deciding just how provocative to make your subject line.
It is possible to overcome the challenges of getting prospects’ attention in the summer and attracting leads to your marketing webinar. Follow the email marketing strategies above to maximize your registrations.
Start Today Tip – Try to schedule your webinar for a time of day your prospects are most likely able to attend. While you should always make your webinars available for download, live attendance is the best way to engage prospects during a webinar. When prospects attend a live webinar, they feel more engaged and have the opportunity to ask the questions most pertinent to their buyer journeys.
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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.