Now that we have our target audience, the core painful problem we want to solve, and the webinar registration & thank you pages complete, it's time to start driving traffic to the registration page.
The reason we immediately start driving traffic to the registration page before we even begin creating the content of the webinar is two fold:
- We want to validate the usefulness of the webinar offer first. Does the topic and bullet points on the registration page compel people to sign up? Did we strike the right cord?
- The process of creating the strongest, clearest, and most concise registration page actually helps us create a pretty useful outline for creating our webinar content. If we get the copy right on registration page, creating the content of our actual webinar becomes a 100 times easier.
Let's Talk About Driving Traffic To Our Webinar Registration Page
As we dive in, it's important to quickly talk about what "traffic" is.
When a marketer talks about driving traffic to their webpage, they are referring to the ability to get a good number of people to actually see and take action on the content of a specific web page.
There are only 3 types of traffic you can send to your webpage:
1. FREE traffic.
2. Partnership traffic.
3. Paid traffic.
Free Traffic: Free traffic represents the number of people who find and view your web page through search engines like Google, & Bing; through seeing you speak, reading a guest post or article you wrote on someone else's platform; hearing you being interviewed on a radio show or podcast, or through social media and other people talking about you on their different platforms.
Partnership Traffic: This type of traffic is a little more strategic than free traffic, although it can come from all of the places I've mentioned above. The difference is, with partnership traffic their is an expressed agreement between you and another person who has a community of people to share your content or message with their community. Often with partnership traffic there is either a financial incentive for giving you access to their community or some sort of trade or barter involved.
The simple idea is, you "partner together" to accomplish a specific outcome (i.e. get more people to view your web page).
Paid Traffic: Paid traffic represents the traffic of people you drive to your web page through platforms like Google & Facebook advertising. Out of the three forms of traffic, when done correctly, this is the most effective way to selectively target the kind of people you want viewing your web page.
The more your ideal market matches the message you have on your web page the higher the potential conversion rate of getting these people to take action on what you are asking them to do on your registration page.
For my webinar, I will be using all 3 methods to some degree.
For FREE traffic I'm using my current email list.
I will send 3 short emails to my list to my list:
- Email 1: Introduce the problem with a short personal story on why having an audience is so important, & invite them to the webinar.
- Email 2: Simple case story of the difference having an audience makes, and invite them to the webinar.
- Email 3: Talk about the PAIN & FEAR the people on my email list can relate to that creates a sense of urgency around registering for my webinar.
For Partnership traffic, I'm simply reaching out to a few of my professional friends and asking them to kindly spread the word via social media.
- I'll send them template copies of my emails to make it easier for them to create messages to send out to their communities.
And for Paid traffic I'm using Facebook ads.
- I'll research and create targeted ads for my webinar.
- I'll run ads for 5 days, with an ad spend of just $5.00 a day.
Once these things are done, I'll turn my attention to:
- Creating the actual framework template and content for the webinar.
That's tomorrow. See you then!!!!