Unbounce held a webinar in every month of 2013. Not only did Unwebinars become our #1 acquisition channel, we've built a repeatable process that anyone can follow. After a year of successful webinars, Unbounce's Director of Marketing, Georgiana Laudi is going to share our process. In this hour long webinar, you'll learn: To choose a topic, title and guest that attracts qualified leads - The most effective ways to promote your webinar - How to set up a registration page that converts - The ins-and-outs of the webinar setup - What you should do after your webinar

1. How to Make Webinars
Your #1 Acquisition Channel

2. Recording and slides will be emailed
by the end of the week

3. try.unbounce.com/for-your-webinars

5. Stick around afterward
Learn to use Unbounce to quickly
build and publish targeted landing pages
(without having to code)

6. Ryan Engley
Director of Customer Success
Unbounce
@ryan_engley
Join our chat on
Twitter

7. Georgiana Laudi
Director of Marketing
Unbounce
@ggiiaa
Join our chat on
Twitter

8. Webinars work

9. How We Got Started

10. How We Got Started
Customer Success
Marketing

11. Webinars became our #1 marketing
channel in 2013
(followed by the blog, social, and ebooks)

12. The webinar process
Topic & Guest
Registration
Before
Invite
Webinar
During
Follow-up
After
Repurpose & Reuse

13. Before the Webinar

14. The webinar process
Topic & Guest
Registration
Invite
Webinar
Follow-up
Repurpose & Reuse

15. Topic & Guest
What does your
community need help
with?

16. Topic & Guest
Who does your
community look
up to?

17. Topic & Guest
What’s in it for your guest?

18. The webinar process
Topic & Guest
Registration
Invite
Webinar
Follow-up
Repurpose & Reuse

19. Marketing Copy
• Webinar Title
• Short Description
• Your Guest
What’s in it for attendees?

20. Marketing Copy
• Webinar Title
• Short Description
• Your Guest
What’s in it for attendees?

21. Marketing Copy
• Webinar Title
• Short Description
• Your Guest
What’s in it for attendees?

22. Marketing Copy
• Webinar Title
• Short Description
• Your Guest
What’s in it for attendees?

23. “Register for the Webinar” Landing Page
vs.

24. “Register for the Webinar” Landing Page
Don’t:
Use the default webinar
landing page

25. “Register for the Webinar” Landing Page
Do:
• 5 LP Elements
• Ask for Participation
• Connect your LP
• ‘Always be Testing’

26. “Register for the Webinar” Landing Page
Do:
• 5 LP Elements
• Ask for Participation
• Connect your LP
• ‘Always be Testing’
1.
2.
3.
4.
5.

27. P
IP!
OT
R
“Register for the Webinar” Landing Page
Do:
• 5 LP Elements
• Ask for Participation
• Connect your LP
• ‘Always be Testing’

28. P
IP!
OT
R
“Register for the Webinar” Landing Page
Do:
• 5 LP Elements
• Ask for Participation
• Connect your LP
• ‘Always be Testing’

31. 39%

32. 21%

33. P
IP!
OT
R
Post-Conversion Opportunity

34. The webinar process
Topic & Guest
Registration
Invite
Webinar
Follow-up
Repurpose & Reuse

35. The Invitation Email(s)

36. The Invitation Email(s)
• Subject line

37. The Invitation Email(s)
• Subject line
• Body copy

38. The Invitation Email(s)
• Subject line
• Body copy
• Call-to-action

39. P
IP!
OT
R
The Invitation Email(s)
•
•
•
•
•
Subject line
Body copy
Call-to-action
Alternative
“PS”

40. P
IP!
OT
R
The Invitation Email(s)
•
•
•
•
•
Subject line
Body copy
Call-to-action
Alternative
“PS”

41. The “Offering” Landing Page

42. Going Social

43. The Webinar

44. Webinar Team
1. Host
2. Guest
3. Sidekick

45. Webinar Dream Team
1.
2.
3.
4.
5.
Host
Guest
Sidekick
Community Manager
Manager

46. Engaging Your Audience

47. Engaging Your Audience
io!
ud
A

48. Engaging Your Audience
io!
ud
A
Visua
ls!

49. Engaging Your Audience
Visua
ls!
io!
ud
A
Banter!

50. After the Webinar

51. The webinar process
Topic & Guest
Registration
Invite
Webinar
Follow-up
Repurpose & Reuse

52. “Watch the Recording” Landing Page
• Be quick!
• Embed hosted video
• CTA to your “Offering” LP

53. Webinar “Follow-Up” Email
•
•
•
•
Recap
Relevant links
CTA to offer (if leads)
Be quick!

54. The webinar process
Topic & Guest
Registration
Invite
Webinar
Follow-up
Repurpose & Reuse

55. P
IP!
OT
R
Make it Available Forevermore
“Get the Recording”
“Watch the Recording”
w/ CTA
“Offering”

56. P
IP!
OT
R
Rejig your Registration Landing Page
“Register for the Webinar”
“Get the Recording”

57. try.unbounce.com/for-your-webinars

58. Why Unbounce?

59. It’s fast
Build your landing pages in hours – not weeks

60. You’re in control
Build, publish and optimize on your terms

61. You’ll get better results
Increase conversions with targeted pages & A/B testing