With your survey data looking sharp, you’re ready to spread the word about it. I prefer starting the “spread” by presenting a webinar of the results. A webinar brings you a captive audience for 30-45 minutes. There’s a whole series on how to do webinars starting here.
You’ve got two primary ways to drive registration for your webinar.
- Pay to advertise it
- Promote it yourself for free
For the startups that have marketing budget, test a few paid approaches. These are listed in order from cheapest to most expensive.
- Purchase small campaigns on LinkedIn, Twitter, or Facebook targeted directly to your audience. Target by title, company, location, and whatever else works. You set the budget here. Start with a minimum of $100. Expand them if they generate lots of registrations. Kill them if they don’t.
- Purchase advertisements on online industry publications. This can range from $500 to $10,000 depending upon which sites you’re purchasing it from. This approach worked well for me in the past.
- Hire a PR firm specific to your industry. These folks ain’t cheap, but the good ones have established industry relationships nurtured over years. They can get you and your data published in more places more quickly than you can.
Don’t have budget to promote your webinar? Try these ideas.
- Take each topic or main point from the survey and write a blog post about it. This should give you 10-30 blog posts and fill your marketing calendar with great, sharable content for 2-6 weeks, depending upon the how frequent you post. Use this promote webinar registrations.
- Build a schedule of tweets and LinkedIn posts sharing valuable data nuggets from the webinar. Link to the webinar’s registration page.
- Email your existing customers notifying them of the webinar. I schedule a series of at least three emails spaced over a few weeks.
- Email your prospects.
- Email your advisors, mentors, investors. Ask them politely to share with people who will find the content valuable. Make it easy for them. Ghost-write the email you’re asking them to send to their people.
- Do the PR yourself. Huh?
Months in advance of any “ask” for PR, track the names of journalists writing about similar topics. Comment on their articles. Add value to the discussion at least 5 times per author. Now that you’ve got something valuable to share in return, your past history with them serves as a reference point. This doesn’t guarantee, but greatly increases the likelihood they’ll write about your data, or publish your own analysis of the findings.
After the webinar, shift the focus to promoting the whitepaper. The same techniques described above work just as well for driving downloads of the whitepaper.
You’re also armed with fantastic content to submit to conferences for speaking engagements.
In a round-about way, this is how I got to be on TV [sort of] to discuss our findings. A customer referral to an industry organization six months ago led to presenting our survey data to an audience of 800 potential customers via a live broadcast. Not too shabby.
We’ve reached the end of this series on how startups use surveys for content marketing, and it’s time to move on. Next up, let’s dig in to the “tool stack” available to startup marketers. FYI – “Tool stack” sounds cooler than it really is.