Just because your webinar is over, doesn’t mean your job is done. Your post-event webinar strategy crucial to generating leads and encouraging the key actions you want your audience to take.
Your webinar post-event marketing is a great chance to follow up on potential leads, share next steps, provide more value, and leverage your webinar content even further.
Get actionable insights from your event
Once your webinar is over, it’s time to dig into the data to guide your next steps. For example, you can now upload your webinar lists to your CRM to view which of your existing contacts registered or attended the event.
This gives you insight into your audience’s engagement level and interests. It could even show an opportunity for upsells.
For example, if your webinar was related to a new product or feature you just released, you can cross-reference any existing customers who attended with those who haven’t purchased or used the new product or feature yet. You can then set up a custom email mentioning something like “Add X feature to your plan in 2 steps” or “Add X product to your next subscription order.”
Follow up with leads
Set up email follow-ups to send out immediately after the webinar is over. This will help extend the lifetime value of your webinar, and is a great opportunity to provide more useful information while your event and brand is top-of-mind.
Note: Sales outreach should begin after marketing completes their initial follow-up email sequences.
Send everyone who attended your webinar a thank you for showing up, and a copy of the webinar recording. This is useful especially if they want to go back and rewatch a section, or send it to a colleague or friend.
You can also include additional relevant resources. For example, a downloadable template you mentioned in the webinar, a free eBook on the same topic, or another upcoming webinar they can join.
Don’t forget to include a CTA and give them clear next steps.
Registrants who didn’t attend
The registrants who didn’t attend your webinar have shown interest, but not enough to watch the event live. That’s okay, you just need to nail the post-event email to get their engagement back up.
Start off by acknowledging you missed them during the event, and share a link to the webinar recording for their convenience. Then, you can offer the same resources as the attendee follow-up, or something customized for no-shows.
For example, you can provide a transcript of the webinar so they can easily search and scan for the phrases they’re most interested in.
Round it off with a CTA, and monitor their conversion rates.
Not everyone on your newsletter list will have registered or attended your webinar, but they might still benefit from seeing the recording. You don’t have to send this group a copy of the webinar recording right after the event, but give them a chance to view it anyway if they’re interested.
You can write a quick blog recap of the webinar and embed the recording, then send that to your email list. Or, you could offer a free download of the slides from the event to your subscribers as a nice bonus.
That’s a great segway to my next point…
You invested time, energy, and effort into your webinar. Don’t let it one a one-hit wonder.
By repurposing all the great content you generated during the webinar, you can extend its value and make your other channels even more engaging.
For example, you can:
- Turn transcripts into a blog or eBook
- Add the video to a relevant landing page
- Upload the audio to podcast platforms
- Break up the webinar recording into clips for YouTube
- Screencap interesting slides for LinkedIn
- Turn the webinar into an on-demand event
- Share the recording in your resources section
- Offer the slides as a free download to newsletter subscribers
Wrapping up – Webinar post-event marketing
The end of your webinar doesn’t mean the end of communications, or lead nurturing. Use the insights you gained from the webinar to better segment your audience, follow-up with leads to move them along your funnel, and repurpose your content for other channels.