Maybe. If you have already had success with your previous traditional marketing efforts, then absolutely don’t abandon them! Rather, select some of the things we’ve talked about in this chapter that you can easily add to that strategy, and see what happens.
Now, if you’ve seen rising costs and diminishing returns in traditional advertising, then you should think about cutting back on the parts of it that aren’t working, and ramping up your social media efforts. The world in general is moving toward social media and away from old-style media.
For products and services that have a long or detailed sales process, or are very complicated and/or expensive, webinars tend to convert very well to sales, more so than a plain old landing page. Definitely go for the sale during the presentation, but don’t show or provide the “buy” button until you get to the “bonuses” for fast-acting buyers.
The strategy for promoting a webinar is pretty universal, no matter where or how you’re doing it. It’s just a lot easier, quicker, and cheaper online if you focus on social media. When you’re promoting your webinar, foster a sense of urgency and scarcity. There are only so many seats, slots, or tickets. Show a countdown timer, or show the exact (low) number of available free tickets. Offer people the chance to win something extra by signing up early (“The first 20 people to sign up get this extra”), such as a free ticket to another event, free access to bonus material or other recordings of expensive events, or free product giveaways.
LeadPages has premade templates for webinar registration pages that are incredibly quick to fill in.