Just because your webinar is over doesn’t mean your job is done. Your post-event webinar strategy is crucial to generating leads and encouraging the key actions you want your audience to take.
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 as a way to drive more revenue for your business
Gain actionable insights from your event
Once your webinar ends, it’s time to dig into the data to guide your next steps. For example, you can 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 interest. It could even reveal an opportunity for upsells.
For instance, if your webinar was related to a new product or feature you just released, you could cross-reference any existing customers who attended with those who haven’t purchased or used the new product or feature yet. You could then send a customized 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 follow-up emails to send immediately after the webinar. This will extend your webinar’s lifetime value, and it’s also a great opportunity to provide more useful information while your event and brand are top-of-mind.
Note: Sales outreach should begin after marketing completes their initial follow-up email sequences.
The people who showed up to your webinar have already expressed an interest in what you have to say and offer.
Send everyone who attended your webinar a thank you email and a copy of the webinar recording. This is especially useful if they want to go back and rewatch a section of the webinar, 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 an invitation to a related upcoming webinar. Adding extra resources demonstrates your attentiveness and will help build trust and boost satisfaction between you and your webinar attendees.
Finally, 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 rekindle their engagement.
Start 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 you did in the attendee follow-up, or create something custom for no-shows.
For example, you can provide a transcript of the webinar so they can easily scan for the phrases they’re most interested in.
This post-event email for non-attendees is key to re-engage these leads.
The reasons why they didn’t show up are nearly endless, from diary clashes to time-zone differences. If they didn’t attend because they didn’t see the benefit of joining the webinar, however, the post-webinar email is your opportunity to change their minds. Highlight the key takeaways of the event and show them what they missed.
Round it off with a CTA, and monitor their conversion rates.
Keep in touch with email marketing
Keep the conversation going by adding your webinar registrants (both attendees and non-) to your email subscriber list. Take it one step further by adding them to segmented subscriber lists based on their interests, past behaviors, or audience profile.
By doing so, you can nurture your webinar registrants and turn them into loyal members of your community. They can learn about future events you’re planning, stay in the know with your latest business updates, and benefit from the valuable content in your email marketing campaigns.
Everyone else on your newsletter list
Not everyone on your newsletter list will have registered or attended your webinar, but they might still benefit from watching the recording. You don’t have to send this group a copy of the webinar 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.
Which segues to my next point…
You invested time, energy, and effort into your webinar — don’t let it be 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
- Turn your webinar topic into an online course
- Create an infographic from webinar information
Content repurposing keeps your webinar evergreen. You succeeded at getting your webinar off the ground, so let’s look at the ways you can keep that momentum going with content repurposing…
Turn transcripts into a blog or ebook
Did you know B2B buyers will read 13 pieces of content before deciding to make a purchase? If you want to turn your webinar audience into loyal customers, consider converting your webinar transcript into a blog post or ebook.
If you already plan to upload your video to your website, adding a transcription can be beneficial for SEO; it helps you rank for valuable keywords relating to your webinar topic. In addition, your written transcript will enable Google to crawl your video and understand when and where to show it in the results pages.
Blog posts and ebooks are great for diving deep into the topics discussed during your webinar. You can add context to provide a more comprehensive version of your webinar. Embedding the webinar recording can further enhance the value of your blog post. Alternatively, you could share a highlight reel from the webinar and direct people to your resource library to watch the full recording, or you could include a CTA that promotes your upcoming webinars.
You can also use this webinar write-up to address any recurring questions or themes that came up during the Q&A. Blog posts and ebooks offer the opportunity to share informative content with your audience, and are powerful means for nurturing your website visitors.
Another way to repurpose your webinar as a blog post is to ask webinar partners and speakers to do a guest post exchange. You can write a blog relating to the webinar on their website that promotes the event and links back to your website; in turn, they can write a blog post about the event for yours. Guest posting significantly expands reach. This collaborative approach will also strengthen your brand credibility by featuring posts from external experts, companies, and speakers on your website.
Add the video to a relevant landing page
Landing pages are lucrative in terms of conversions. Your brand’s landing pages should entice website visitors to take action. As such, these web pages are often designed to capture leads and maximize conversions.
Including a video on your landing pages could increase conversion rates by up to 86%. Consider adding your webinar video to relevant landing pages as a way to increase engagement and drive sales. Your webinar video could help qualify leads who are still on the fence about making a purchase by offering extra information to support their decision.
Upload the audio to podcast platforms
Podcasts are growing in popularity at an incredible rate. After your webinar is over, you should upload the audio to podcast platforms to further extend your reach. This will get even more ears listening to the value you shared during your event, and could encourage them to sign up to attend your next webinar.
Customers in the early stages of the buyer’s journey will often interact with multiple touchpoints before they feel ready to take action. Using your webinar audio to offer another media format will help you warm up these uncertain leads and turn them into engaged customers.
Besides uploading your audio, you could also use your webinar topic as the basis for a series of podcast episodes. This lets you dive deeper into the webinar topic and discuss anything you didn’t have time to explore fully during the live event.
You could even invite webinar partners and speakers to be a guest on your podcast. You can continue the conversation with them on your podcast, or create fun complementary content such as a Q&A series with the speakers to answer any burning questions from webinar attendees.
Tip: Being active on podcast platforms is also a great way to find potential guests for future webinars.
Break up the webinar recording into clips for YouTube
If you aren’t repurposing your webinar recordings as YouTube content, you’re missing out on a valuable marketing channel.
An active YouTube channel allows you to upload videos that demonstrate your expertise, promote your brand message, and offer free solutions and support for your audience. It also helps you connect with potential customers who are strictly visual learners. YouTube can be a powerful tool for strengthening the authority of your website and increasing your discoverability online.
After your webinar, go through the recording and make note of key moments. Turn these pivotal points into short clips or highlight reels for YouTube. These showcase the value of your events and encourage people to attend future ones.
When planning your next webinar, direct potential speakers to your YouTube channel so they can gain a good understanding of your usual webinar style and tone of voice. This is a great way to qualify speakers and external webinar partners to make sure you’re a good match prior to partnering on a webinar.
Screencap interesting slides for LinkedIn
LinkedIn isn’t limited to searching for your next job or messaging potential customers. You can also leverage the power of LinkedIn to enhance your webinar marketing activity.
There are more than 660 million professionals on LinkedIn, so being active on this platform can help you build strategic relationships with the right people, be they customers, partners, or potential employees.
Your webinar presentation contains nuggets of wisdom and visual elements to demonstrate your talking points. Screencap these slides and turn them into a slideshow for LinkedIn.
To share slideshows, or carousels, on LinkedIn, upload your chosen slides to the site as a PDF file by using the “add document” button when writing a new post.
This slideshow containing some of your webinar highlights will help you build stronger connections with your LinkedIn audience. Be sure to ask a question or accompany your post with an engaging caption that invites people to interact with your post. If posting from your company page, it’s a good idea to ask employees to reshare the post with a comment to further drive conversations online.
Turn the webinar into an on-demand event
Not everyone who signs up for your webinar will attend. Turning it into an on-demand event gives your no-shows another chance to watch the webinar at a time that suits them.
Creating an on-demand version of your webinar also lets attendees rewatch or share it with other people. Additionally, you have the chance to “tidy” up the original by removing any glitches or unnecessarily long pauses, so future viewers will only see the clean version.
On-demand webinars are another great way to qualify new leads and encourage people to sign up for your next event. Remember, your post-event marketing should focus on supporting your wider business goals, such as increasing lead generation or enticing people to buy your products.
Share the recording in your resources section
While on the subject of on-demand events, you should share your webinar recording in the resources section of your website.
An on-demand recording in a resource library on your website will increase views for your webinar, thus prolonging its lifetime value.
As your library of webinar recordings and resources grows, website visitors will have no shortage of valuable insights and information. They can then use this information to further their learning or support their buying decision. This accumulated content will also help position your brand as a thought leader in your industry.
Offer the slides as a free download to newsletter subscribers
Newsletter subscribers love a free download. If you want to grow your email list quickly, it helps to have a lead magnet. One such magnet you could offer is the slides from your webinar.
Turn these slides into valuable standalone content, such as an interactive ebook, to provide extra value for your newsletter subscribers. Create marketing content like blog articles and social media posts to promote your free download to new subscribers. When promoting your download, emphasize the value people will gain by subscribing to your newsletter and downloading the webinar slides.
Another way to repurpose your webinar content for your mailing list is to turn it into a drip campaign. Take note of the key topics and themes within your webinar and think about how to turn these into a series of emails with strong calls to action that align with your webinar’s business objective. You can then include highlight reel videos from your webinar or supporting resources as part of your email content.
Turn your webinar topic into an online course
If you hosted a webinar that predominantly focused on educating your audience or teaching them about a particular topic or skill, you could turn that into an online course.
Similarly, if your webinar was part of a longer webinar series, consider how you could transform these topics into a monetized online course. You can then upload your webinar videos as chapters within your course to diversify the course content and provide additional training resources for course members.
What past webinars do you have that could be repurposed into online courses for your audience?
Create an infographic from webinar information
Infographics serve a wide variety of purposes. They’re visual, engaging, and easy to consume. You can use infographics to transform your webinar content into bite-sized segments of educational and engaging information.
You could create a story-based infographic that follows the key talking points of your webinar. Or, you could highlight the main statistics shared in your webinar or to draw attention to attendee responses to any polls or interactive elements from the event.
Infographics are an easily shared type of content, making them a great tool for digital PR. They could help get your brand featured on other websites and online publications, which, in turn, will bring even more attention to your webinars.
Wrapping up — Webinar post-event marketing
Although your webinar has an endpoint, your lead nurturing must continue well after it. 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.
Don’t forget to include strong calls to action when repurposing your webinar. Everything you do post-event can be a valuable way to maximize the ROI of your webinar content.