So now that the “if you build it they will come” plan is off the table, how are you going to get people to attend this webcast you’ve worked so long and hard to create?

Earlier this year, MarketingSherpa offered a thorough breakdown of HubSpot’s incredible Science of Timing webcast. Short version: ~25,000 registrants and nearly 10,000 attendees. That’s great, you’re thinking, but you don’t have an opt-in list that’s a half million strong. You don’t have marketing support to create custom landing pages. Your keynote speaker isn’t likely to generate a thousand registrants purely from his personal social media following. Is there an applicable takeaway? Absolutely.

Live and learn: What have you done (online or off) in the past that’s been successful? Drawn a crowd? Gotten positive feedback? What lessons can you apply to this webcast?

Buzz: Use every resource – email, social media, your speakers – to get the word out. And don’t forget your sales organization, if appropriate. Give your sales teams a good reason to reach out and they won’t hesitate.

Show some support: Drawing a crowd is hard work; don’t undermine it by stranding them at a locked door. Make certain you have a means for supporting registrants at every stage.

It ain’t over ‘til it’s over: This piece focuses on HubSpot’s use of social media to extend awareness, but don’t overlook the reference to the tried-and-true event archive. Put your content behind a registration page to reach your no-shows and attract new viewers.