Post-Webinar Marketing Campaign

Webinar: “Micro-Famous in 3 Months: The Real Estate YouTube Ad Formula You Need”

In my role at Sierra Interactive, I developed an integrated, multi-channel post-webinar marketing campaign playbook (SOP) to maximize the value of Sierra’s webinars. The playbook was designed to extend audience engagement, drive lead generation, and repurpose the webinar content across multiple channels.

About Sierra Interactive: Sierra Interactive, a real estate SaaS company, offers an integrated real estate platform featuring IDX websites, a powerful real estate CRM and ad management services to busy real estate teams and brokerages.

Problem: Sierra hosts several monthly webinars featuring high-profile clients and partners presenting on real estate topics targeting the interests of Sierra’s ICP. The only marketing that was being done was the initial promotion of the webinar and the follow-up email with the recording to attendees and registered non-attendees.

Many of the webinar topics and discussions presented opportunities to create new content to share with all marketing leads, further nurturing them.

Solution: Using the most recent webinar presented by Dustin Fox, “Micro-Famous in 3 Months: The Real Estate YouTube Ad Formula You Need,” use the post-webinar marketing campaign playbook to test effectiveness.

Here’s how I built and executed the first campaign:

Content Creation

• Repurposed the webinar content into an SEO-optimized blog post and an informative ebook that highlighted key takeaways and actionable strategies.
• Designed gated landing pages and forms for the webinar recording and ebook to capture leads.

Email Marketing

• Created a 4-part email cadence using HubSpot targeting Sierra’s marketing leads:
  • Email 1: Build awareness – share the webinar recording.
  • Email 2: Promote the ebook with CTA to the ebook landing page.
  • Email 3: Promote the blog post and encourage further engagement.
  • Email 4: Final promotion – links to each content.
• Wrote engaging, on-brand email copy and designed visuals to reinforce the professional tone of the campaign.
• List Segmentation: Organized contacts by engagement (attendees, no-shows, prospects) and tailored messaging for each segment.
• Automated the workflow in HubSpot, ensuring timely delivery of emails and follow-ups based on user behavior.

Social Media Marketing

• Developed a 3-week social media cadence to promote the gated recording, ebook, and blog post:
  • Week 1: Webinar recording – CTA to the landing page.
  • Week 2: Promotion of the eBook – CTA to the landing page.
  • Week 3: Promotion of blog post – CTA to the blog post.
• Designed custom graphics optimized for web and social channels.
• Designed video reel using a combination of Adobe CC and Canva.
• Wrote compelling copy for each post to align with Sierra Interactive’s voice and appeal to real estate professionals.

Results

• Email Campaign: Achieved a 6.8% average click-through rate and a 28% open rate across the 4-part cadence.
• Social Media: Posts drove a 15% increase in website traffic compared to the previous month, with gated content downloads accounting for 35% of total traffic.
• Lead Generation: The gated webinar recording and ebook resulted in a 22% increase in qualified leads entering the pipeline.

This post-webinar campaign strategy demonstrated my ability to align content marketing, email, and social media strategies for maximum impact while leveraging HubSpot automation and WordPress to ensure efficiency and scalability.

Project Highlights