Munro’s Accountants and Business Advisors

Webinar Planning and Topic Development

The critical first stage of any webinar is to determine the problem you will solve, and what value you will deliver to attract target attendees.

As leaders in the accounting and business advisory space, Munro’s understood that the JobKeeper initiative was the source of much confusion for Australian business owners. It was also imperative for many of them to be able to keep their businesses operating.

This topic came with a sense of urgency. It was essential for Munro’s to give its target audience the relevant information before the application deadline. The objective of this topic was clear – to help those who needed it most. As such, this segued into introducing a “Question & Answer” format that encouraged registrants to submit a question when they signed up to the free webinar. Attendees could ask questions throughout the event, to be answered on the spot or later in the webinar by the Munro’s team.

The Outcome

• Highly engaged audience with 80% of registrants asking questions.
• Opportunity to establish presence and authority in this space.

Email Marketing

We used email marketing as an essential tool to attract registrations, keep them eager to attend, and nurture them after the webinar was over.

Munro’s had a healthy database of existing clients, past clients, and previous live event attendees. Munro’s emailed these contacts and clearly outlined what they would gain by attending. This generated registrations quickly.

Those who had already registered for the event received two reminders – 1 day and 1 hour before the event started. This helped maximise attendance rates.

During the webinar, all attendees received an email prompting them to book a time to further discuss JobKeeper solutions with one of the presenters as part of a soft nurturing process.

Post-webinar, Munro’s offered all attendees a discounted rate to schedule a phone, video, or in-person consultation session. The offer included a direct link, making the entire process seamless and simple.

The most important objective was to convert attendees into future clients. Email marketing was an imperative part of this strategy.

The Outcome

• Re-engaged existing clients for additional services.
• Maintained relationship with previous event attendees.

Social Media Marketing

We identified target audiences who would be well suited to the event topic and used social media marketing to generate high-quality, qualified registrations.

Before crafting social media ads, we did some research to isolate the potential target market and articulate what the average Western Australian business owner looked like. From the data we collected, we were able to identify 3 potential target markets, which formed the basis of our ad groups and creative.

We used Facebook Advertising as the primary driver for event registrations. We tested a host of different messaging and creative, and built campaigns optimised for conversions.

We leveraged Facebook remarketing to retarget users who had landed on the Eventbrite registration page but not registered. These users received more persuasive messaging and were successful in generating the lowest cost per acquisition (CPA).

We also used LinkedIn advertising as an additional outlet to generate awareness and registrations. LinkedIn’s unique targeting options meant we were able to isolate individuals who owned or operated small- to medium-sized businesses in Perth. This provided an additional means of exposure and generated highly qualified registrations.

The Outcome

• 140+ registrations at a competitive CPA in 6 days.
• Increased brand exposure.