How to Promote an On-Demand Pharma Webinar
Pharma webinars: 7 ideas and methods for promoting on-demand.
An on-demand webinar can drive consistent, high-quality traffic to your website (as well as leads) at a fraction of the cost of live online events in the pharma sector. An on-demand webinar is a webinar that has been pre-recorded, or has been recorded and saved from a previously live webinar, and can be viewed online at any time.
On-demand webinars are becoming a more integrated way to further extend webinar engagement after your live event is over. There are many different ways to promote the webinar and this post will highlight some of those ideas.
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1. Add your webinar to the header and footer of your website
If your website includes an area for CTAs such as a demo or an overview of a pharma product, for example, you could temporarily replace that with the on-demand webinar registration link. This will ensure you capture new leads from the traffic that is already coming to your website which ensures that your visitors can take action before they leave. This includes pop-ups, chatbots and other methods for generating leads and creating CTAs.
2. Email signatures
Email signatures provide an easy way to put your on-demand webinar in front of the people you communicate with. You can add the registration link to your email auto signature, so each email that goes out essentially promotes this webinar. A compelling image along the footer of the email is best here. This can work with regular emails and in any automated emails. Make sure all the sales team have a standard link in their signature promoting the webinar and ask them if they will send a bespoke email to their top 20 pharma prospects promoting the webinar.
3. Social media
Having the on-demand pharma webinar posted on all of your social media channels encourages others to share your posts. This can be done through Facebook, Instagram, LinkedIn and Twitter. Social media is a great way to get all of your followers to help promote the webinar by liking and sharing your post.
On social media you can pin posts to the top of your feed, for example on Facebook you can do this and on your LinkedIn profile to get your webinar at the top of the company profile page. Adding hashtags to your posts to also key. In addition, create three consecutive posts over three weeks, the first two are awareness and the third will be a ‘final call’ to watch, this creates immediacy.
4. Post videos on YouTube
Create a snippet of the pharma webinar to use in the marketing of the webinar as a preview, which could then be uploaded to YouTube. These videos should not be long in length, therefore, it will intrigue more people to click on the YouTube video as they can get a taste of what the webinar is like before they register. You can consider an online YouTube video editor to create a short and intriguing preview of your pharma webinar, which can be uploaded to YouTube and drive more people to sign up. YouTube is the second largest search engine after Google. Content lives there and will be discoverable by people who are searching for the subject matter. The link to register can be put in the YouTube video description so people can be led back to your webinar.
5. Blog posts
Write a blog post about the subject matter of the webinar on your own blog or you could be a guest writer on another company’s blog. The key is to promote the webinar within the blog article. If you have previous blog posts, tweak the CTAs or the copy of the post, where the new CTA would be for people to join the on-demand webinar. You could insert the call to action on the existing blog posts which would mean all traffic to go to the webinar recording!
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6. E-blasts
Once the webinar has finished you will have a list of all the attendees, these are great leads. However, it’s more likely that your prospects will need further engagement/nurturing so ensure you have a follow-up plan in place.
Create different workflows to engage with prospects based on their behaviours around the webinar:
1. If they attended, have a piece of related content ready to follow up with.
2. If they registered but didn’t attend, send the prospect an on-demand link.
3. If they engaged with the webinar promotion activity but didn’t register, is there another topic they might be interested in?
7. Repurpose to other content formats
Have the on-demand version available in a content library where all your webinars or any content can live, which still allows people to access the webinar. This is a great way to ensure your visitors are exposed to all of the content you have to offer. This might include other webinars or other content which might be related to the webinar. Engaging a writer to transcribe the content into a whitepaper or infographic means you’ll essentially have a second piece of valuable content to offer prospects and promote again.
For more on webinars and third-party media campaigns in the pharmaceutical sectors, and how we can help you, visit our section on media planning.