Webinars are a great form of content for helping B2B companies establish thought-leadership status while generating leads.
You can probably see how a webinar can initially help a company generate a lot of leads (person signs up for webinar and becomes a lead), but did you know that with a little help from SEO a webinar can be a long-term lead generation machine? It’s true! Follow the steps below for turning your next webinar into a BIG sales and marketing asset!
1. Write a Keyword Friendly Title & Description
The first step towards using webinars for SEO includes coming up with a keyword friendly title and description.
This means you should go to your favorite Keyword Tool (Google’s free Keyword Tool will work fine) and see what people are searching for when it comes to your chosen topic.
Note: If a lot of people don’t seem to be searching for your topic, it may be a good time to evaluate whether you should change topics. I’m not saying you definitely should change topics, but putting together a high-quality webinar takes time and effort. You want to make sure people will be interested enough to watch it.
Once you find the top keyword(s) for the topic carefully craft your webinar title and description using those keywords.
2. Put Together a Webinar Landing Page
Once you have your topic, keyword friendly title and description, it’s time to put together a landing page that you’ll use to promote the webinar.
The landing page URL should be keyword friendly as should the body copy and any images used (think: alt text + image names).
You don’t necessarily need to create a traditional landing page for the webinar. You could just create a blog post dedicated to the webinar that you’ll use for promotion.
3. Promote It A LOT for Links & Traffic
Once you have your landing page set it’s time to start promoting the webinar – a lot. Post about it on Facebook, LinkedIn, Twitter and other social media sites also using your important keyword(s).
Leverage your community and ask them to share information about the webinar as well. Spread the word as much as you can.
Ultimately, the goal is to acquire links to your landing page. Links from reputable websites will help increase the rankings of your landing page. Additionally, it’ll drive traffic to the page- both of which help your webinar get found long after it’s over… which leads us to our next point.
4. Make the Recording Available Online
Once you complete your webinar be sure to make a recording of it available online soon after. You can easily add the recording to the landing page you created to promote it (especially since you probably linked to that page a lot during the promotional phrase).
I recommend using YouTube to host the recorded version for you. You can easily be using YouTube embed code to add it to your landing page.
When you add the video to YouTube be sure to once again make the title, description, and tags keyword friendly. YouTube is a video search engine and can definitely help you get found.
5. Create a Slideshare
Along with a recorded video version of the webinar, make a companion powerpoint presentation that gets uploaded to Slideshare.
If you used a powerpoint in the webinar you can just repurpose those slides. Before uploading your deck, be sure the slides make sense without a recorded voice talking over them.
You may need to edit some of your slides to include more text so that they make sense on their own.
Once again, make sure the title, description, and tags for your deck on Slideshare use your keywords.
You can use the Slideshare embed code to add the deck to your landing page. After all, many people won’t take the time to listen to a fully recorded webinar but are happy to flip through slides at their leisure.
6. Turn It Into an Infographic
One final step for getting the most SEO juice out of your webinar is to create a companion infographic. It is really important that the infographic is high quality. This means you should have a professional designer create it… preferably one that has experience with infographics.
A poorly designed infographic will confuse viewers and will not help you generate inbound links.
Once your high quality infographic is created you should add it to your blog and make it easily embeddable by other bloggers. You can also reach out to other bloggers and ask them if they would like to use it in their posts (be sure to mention there is a full webinar that goes along with it). If the infographic is really good you will probably get a great response rate and lots of inbound links back to your webinar.Finally, add the infographic to sites like Visual.ly … and as you probably guessed, make sure you add a keyword friendly title, description, and tags when you upload it.