Ally Cole, brand manager for Adams, Evens, & Ross (AER) and Wilson Cole, President of AER, discuss creating hype for your webinars to make people want to watch them. Ally says that laying the ground work for successfully marketing your webinar is similar to the concept of dating. In dating, instead of asking the person to marry you on the first date, the odds of a successful relationship are much better if you gradually build anticipation and excitement over time and after several encounters. So for your webinar, you can increase the odds of successfully marketing it by going over bits and pieces with clients weeks or months in advance. This way the clients are looking forward to watching the webinar instead of having it “forced on them.” Wilson says this process of previewing pieces of or themes from the webinar is similar to a trailer for a movie. It makes people want to watch the movie, and given the resources that go into creating a webinar, you want people to watch it of course; as many people as possible, right? Ally says that another benefit of creating a preview or trailer for your webinar is that it gives potential users a much better idea of how beneficial the webinar will be for them. The saying “time is money” is very old but seems to be more true now than ever before. Without a preview or trailer, potential viewers may be interested by skip it because they don’t want to waste around an hour (or more) of their time. Wilson adds that it is of course helpful to also complete the usual SEO work related to your webinar to make it more accessible/searchable on that front too. If you want to follow up with Ally, you can email her at firstname.lastname@example.org.
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