Marketing 1.12 | Learnings from Our First Webinar

Photo by Judit Peter

Last month, as part of our user acquisition test plans and content marketing strategy, we focused our efforts on creating a webinar to share with our community.

When we were first brainstorming on topics and coming up with the content for our first GiveShop webinar, we had these goals in mind. We wanted create content that would be:

  • Relevant — create content for our community of collaborators, whether they are skilled professionals or recent grads

Once we created the storyboard and majority of the slides for the webinar, our next focus was on getting the word out about the webinar. For this, we turned to Facebook and Instagram advertising for our social ads. We ran our ad on Facebook and Instagram (on News Feed, Stories, In-Stream, and Instant Articles) between March 6–27 with a campaign budget of $250.

This webinar campaign was targeted to people between the ages of 22–55, living in San Francisco, Los Angeles, New York, and who have expressed interests in philanthropy, donation, nonprofit organizations, and volunteering. The campaign was shown 148,649 times and reached 109,787 unique persons. This yielded in 135 clicks (CTR of 0.09) to our webinar landing page, where people could learn more about the webinar, topics, presenters, and register for one of two sessions.

Aside from advertising on Facebook and Instagram, we also shared about the webinar through email marketing. Leveraging the subscriber list from our monthly newsletters, we shared out our webinar and included direct links to the Zoom webinar registration pages.

In addition to our digital marketing efforts, we also shared our webinars with our bootcamp partners. We have been super fortunate to partner with some top name UX and coding bootcamps, and through them, we are able to share some of our offerings with their students and recent grads.

As the webinar dates drew near, we busied ourselves with finalizing the content. We also wanted to share the content with the team to get feedback before the actual deliveries. And while the team had been using Zoom for the last year, this was our first time using Zoom to deliver webinars, so we also wanted to make sure we familiarize ourselves with all the webinar features. We did a run dry one week before our webinar, and we’re so glad that we did.

Here are some lessons we learned:

  • It’s important for the host and presenters to log in early and use the practice sessions before the start of the webinar to get ready.

Here are some things we liked about Zoom Webinars:

  • We were able to create webinar registration pages and easily duplicate it for multiple sessions.

Learnings

  • While people were clicking the ads on Facebook and Instagram, we weren’t generating any actual sign-ups for the webinar through the ads.

We are a budding startup in Silicon Valley aiming to simplify the act of giving. Our goal is to mobilize more people to get involved with meaningful causes.