How to Create a Webinar Promotion Timeline

By Sharat Sharan, John Carucci

The early bird catches the worm, and the worm in this case refers to getting people interested in your webinar. Start early and keep the fire burning until the presenter says hello.

It’s important that potential attendees know well in advance that a webinar is going to take place to give them time to consider. As the date draws near, send out more reminders over e-mail and social networking. The key is to first get them to register. The next few reminders should prod them to actually show up.

When to start webinar promotions

Send your e-mail invitation blast at least two weeks before the webinar. It’s all right to send them earlier if you have something big planned and want to maximize exposure. You should rarely invite guests less than two weeks away. Of course, there are exceptions, but in order to get the most out of your invitation, you want to provide a solid two weeks of lead time.

Follow up with a reminder one week before. Besides reminding them to register (if they did not already), this reiterates the objectives established on your landing page. It’s a busy world, so it’s not uncommon for someone to forget not only that they’ve registered for your webinar, but why they were compelled to do it in the first place.

When to stop webinar promotions

Perhaps once upon a time there was a reason to stop sending letters before an event because they simply would not get there on time, but the days of Pony Express are gone.

There’s no reason to not send an e-mail reminder — even right before the event — because there’s a chance someone who already registered will remember to log on, and some last-minute Jack can register and take part on the day of the webinar.

Send a reminder 24 hours before the event, and then two hours, and one hour before. You can even follow up with a 15-minute reminder to be on the safe side. E-mails sent right before the event often work best.