Promote and follow up on a webinar

The best way to promote a webinar is to invite the people most likely to become customers, through the channels they already pay attention to, with a clear reason to show up. Kite plans the promotion around that idea rather than trying to maximize the raw registration count.

Kite starts with the registration page. On a website Kite hosts, it builds a page with the session title, what attendees will learn, who's speaking, the date and time, and a registration form. Kite can send each signup from that form straight to your Mailchimp audience with a tag for the webinar, so your reminders and follow-ups go to exactly the right people. If your website runs on Webflow or another supported content system, Kite can publish the page there instead.

Next, Kite writes the invitations. It drafts an invitation email for your existing list and the reminders that follow it, such as one the week before, one the day before, and one an hour before the session starts. If you use Mailchimp, Kite creates and schedules those campaigns in your account. If you use HubSpot, it creates the marketing emails there. Each email gives one specific reason to attend, drawn from the topic and from what Kite knows about your customers' problems.

Kite also promotes the webinar beyond your list:

• LinkedIn posts. Kite writes a series of posts for your company's LinkedIn page, such as an announcement, a post about the problem the session tackles, and a last-call post the day before. It publishes them through your connected account once you approve them.
• Graphics and a short video. Kite creates on-brand images for the page, emails, and posts, and it can make a short promotional video in your brand's fonts and colors.
• Outreach to new prospects. Kite can build a list of people at companies that match your ideal customer, score each one from one to five, and write them a personal invitation that explains why the session is relevant to their role.
• Tracked links. Kite tags the link in every email and post with tracking codes (called UTM parameters), so you can see which channel each registration came from.

Kite researches registrants while promotion is still running, so it already knows who matters most by the time the webinar begins. For each person who signs up, it looks up their role and company and compares them with your ideal customer profile.

This research changes the rest of the campaign. Suppose 300 people register and 40 of them are directors at companies the size of your best customers. Kite can point that out in Slack before the event, so your sales team knows whom to watch for. It can also tell you whether promotion is reaching the right people. If most registrations come from students and job seekers, Kite suggests shifting effort toward the channels that are bringing in buyers.

On a website Kite hosts, its built-in analytics show registrations, the pages and sources that sent visitors, and how many visitors completed the form. Kite reports on progress in Slack and recommends what to send next.

The follow-up after a webinar works best when it reflects what each person actually did. Kite splits your registrants into groups and writes a separate follow-up for each one.

To build the groups, Kite compares the registration list with the attendance list. If you host the webinar on Zoom, Kite can read both lists from your connected account. If you use another platform, you can share the attendee export in Slack, and Kite reads the file. Kite then updates each person's record, for example by adding an "attended" or "no-show" tag in Mailchimp or by updating the contact in HubSpot.

A typical split looks like this:

• Attendees who match your ideal customer. Kite writes a personal follow-up that refers to the session's main point and offers a clear next step, such as a short call. It also creates a task and a note for the contact owner in HubSpot, so your sales team can follow up while the session is still fresh.
• Other attendees. Kite sends a thank-you with the recording, the key takeaways, and a resource that takes the topic further.
• No-shows. Kite sends the recording with a short summary of what they missed and the one idea most worth their time. People who registered but didn't attend often watch the recording, so this email deserves as much care as the others.

Kite can send a second follow-up a few days later to anyone who hasn't responded. When you send through Mailchimp or HubSpot, Kite reads the opens, clicks, and replies afterward and reports which groups responded.

A webinar recording holds a lot of material that most people will never watch in full. Kite turns it into content that reaches people in the formats they already read.

Kite can upload the recording to your YouTube channel with a title and description, and add it to a playlist. Once the video is on YouTube, Kite reads its transcript. From the transcript, it can write:

• A blog post that covers the session's main argument, with the recording embedded.
• A series of LinkedIn posts, each built around one idea or quote from the session.
• A section for your next newsletter that summarizes the session and links to the recording.
• A recap email for your list.

Each piece is written in your brand's voice and links back to the recording or the registration page for your next webinar. Kite publishes the blog post on a website it hosts or through your connected content system once you approve it.

A webinar's real result is the pipeline it creates, not the number of people who registered. Kite reports on the whole campaign once the follow-up has run.

The report covers registrations by channel, the share of registrants who attended, how many attendees matched your ideal customer, and how each follow-up group responded. If your sales team tracks deals in HubSpot, Kite can also look at the meetings and deals that came from webinar attendees. Kite records what it learns in your team's knowledge base, so the next webinar starts with a clearer picture of which channels, topics, and follow-ups worked.