Post-Promotion: How to Keep Driving Traffic to an Evergreen Webinar

Post-Promotion: How to Keep Driving Traffic to an Evergreen Webinar

Creating an evergreen webinar is only half the battle. The real challenge? Keeping the traffic flowing long after the initial buzz fades. Evergreen webinars are designed to work for you 24/7, but without a solid post-promotion strategy, they can quickly become digital dust collectors. So, how do you ensure your webinar continues to attract, engage, and convert audiences months (or even years) after launch? Let’s dive into the strategies that work.

Why Post-Promotion Matters for Evergreen Webinars

Evergreen webinars are the gift that keeps on giving—if you nurture them right. Unlike live events, they don’t have a shelf life, but that doesn’t mean you can just set them and forget them. Post-promotion ensures your webinar stays visible, relevant, and engaging. Think of it like tending to a garden: without consistent care, even the most vibrant plants will wither.

Here’s the truth: the majority of webinar creators focus 90% of their energy on pre-launch and launch phases, leaving post-promotion as an afterthought. But that’s a missed opportunity. With the right strategies, you can continue to drive traffic, build your email list, and generate leads—all while keeping your audience engaged.

Strategies to Keep Driving Traffic

1. Leverage Email Marketing (But Make It Strategic)

Email marketing is a powerhouse for driving traffic to evergreen webinars. But here’s the catch: it’s not just about blasting your list with links. You need a strategic approach.

• Segment Your Audience: Tailor your messages based on user behavior. For example, send a follow-up email to registrants who didn’t attend, or share exclusive bonus content with those who did.
• Drip Campaigns: Create a series of emails that reintroduce the webinar over time. Share testimonials, case studies, or snippets of content to pique interest.
• Automate Reminders: Use automation tools to send timely reminders. For instance, if someone clicks the link but doesn’t sign up, trigger a follow-up email highlighting the value they’re missing.

Personal anecdote: I once worked with a client who saw a 40% increase in webinar registrations simply by adding a single follow-up email to their sequence. Sometimes, it’s the small tweaks that make the biggest impact.

2. Optimize for SEO (Because Organic Traffic Is Free)

Your webinar landing page is a goldmine for organic traffic—if you optimize it correctly.

• Keyword Research: Identify relevant keywords your audience is searching for. For example, if your webinar is about “Email Marketing for Small Businesses,” target long-tail keywords like “best email marketing strategies for startups.”
• Content Clusters: Create blog posts, videos, or infographics that link back to your webinar. This not only drives traffic but also boosts your SEO.
• Meta Descriptions and Titles: Ensure your webinar page has an SEO-friendly title tag and meta description. These elements are your first impression in search results.

Pro tip: Include a transcript or summary of your webinar on the landing page. This not only improves SEO but also gives visitors a taste of what to expect.

3. Repurpose Content Across Platforms

Why limit your webinar to one platform when you can repurpose it into multiple formats?

• YouTube Clips: Break your webinar into bite-sized clips and share them on YouTube. Add a CTA linking to the full webinar.
• Social Media Teasers: Create short, engaging teasers for platforms like Instagram, LinkedIn, and TikTok. Use captions like “Want to know the secret to doubling your email list? Watch this 30-second clip!”
• Blog Posts: Turn key insights from your webinar into blog posts or LinkedIn articles.

Here’s a real-world example: A client repurposed their webinar into a series of LinkedIn posts, resulting in a 25% increase in traffic to their landing page. Not bad for recycled content, right?

4. Collaborate with Influencers and Partners

Collaboration is a game-changer for driving traffic.

• Guest Appearances: Partner with influencers or industry experts to co-promote your webinar. Their endorsement can lend credibility and expand your reach.
• Affiliate Marketing: Create an affiliate program where partners earn commissions for driving sign-ups.
• Cross-Promotions: Collaborate with complementary brands to promote each other’s content.

Let’s be honest: You don’t have to do it all alone. Leveraging someone else’s audience can exponentially increase your reach.

5. Use Retargeting Ads (Because One Ad Rarely Cuts It)

Retargeting ads are your secret weapon for re-engaging people who showed interest but didn’t convert.

• Facebook and Google Ads: Create retargeting campaigns for users who visited your landing page or watched part of your webinar.
• Personalized Messaging: Tailor your ads to address common objections or highlight unique benefits.

Fun fact: Retargeting ads can increase conversion rates by up to 150%. That’s why they’re worth every penny.

6. Create High-Value Bonuses (Because Everyone Loves Free Stuff)

Incentivize action by offering exclusive bonuses to webinar attendees.

• Ebooks or Guides: Create a downloadable resource that complements your webinar content.
• Templates or Tools: Provide practical tools that attendees can use immediately.
• Discounts or Coupons: Offer discounts on related products or services.

Here’s a thought: What’s more persuasive—a generic webinar or one that comes with a free, high-value bonus? Exactly.

Final Thoughts

Driving traffic to an evergreen webinar isn’t a one-and-done effort. It requires ongoing strategy, creativity, and a willingness to experiment. By leveraging email marketing, optimizing for SEO, repurposing content, collaborating with others, using retargeting ads, and offering high-value bonuses, you can keep your webinar relevant and effective for the long haul.

Now, here’s a question for you: What’s one strategy you’ll implement today to boost your webinar traffic? The possibilities are endless—so go make it happen!