Seminar promoters who are ready to dip their toes into the virtual event space often wonder about the right way to promote their teleseminar or webinar. The format is different. In some cases, virtual events also may appeal to a different audience. It is natural to wonder if you are up to the challenge.
The truth is that if you already promote seminars, workshops or conferences, you are well-equipped to handle the task of promoting a virtual event. In fact, you will probably find it easier to promote webinars and teleseminars than it is to promote your in-person training.
Why Virtual Events Are Easier to Sell
Webinars (and teleseminars, too, for that matter) typically do not require the same commitment of time and money as in-person events. Virtual events usually are an hour or two long, while seminars last a half-day or longer. Offering your program as a webinar also eliminates the need to travel, allowing prospects to make more efficient use of their time.
When comparing registration fees on a dollar-per-minute basis, webinars often are more expensive than in-person events. For example, some organizations charge $200 for a one-hour webinar, whereas a full-day seminar might cost $400. However, prospects don’t seem to pay much attention to this fact. What is more important is that the overall price is considerably less, plus they don’t have to pay the travel and lodging costs they would incur if traveling to a live event.
3 Differences to Remember When Marketing
Here are three guidelines to remember when promoting webinars.
You won’t have a firm handle on your registration numbers until very late. You already know that when promoting events, the number of registration you receive each day increases the closer you get to your event. This trend is exaggerated when promoting virtual events. In fact, most registrations will come in during the last 48 hours before your event. The good news is that unlike a seminar, where you might be tempted to cancel your event if turnout is low, you can easily conduct a webinar even if there is only one person participating in the program.
You don’t need as much lead time to promote your event. Although you can start to promote your event several weeks in advance, these efforts serve primarily to make people aware of your event. You may get some registrations, but as noted above, most people wait until the last minute to register. The bulk of your promotional work needs to happen in the last week before your event. Be sure to include at least one email reminder to your list in the last one to three days before your event.
Some prospects will face a technological challenge. As a speaker and trainer, you may love how webinar technology allows you to interact with your audience and manage their visual experience of your event. Remember, though, that some of your prospects will not understand the technology. For them, considering including a short sidebar in your promotions explaining what a webinar is, what they need to do in advance of your event to ensure that they are able to access your webinar, and whether a replay of your event will be available. Although these questions may seem commonplace to you, not answering them may be enough to keep some prospects from participating in your training.