A well-presented webinar is a goldmine for sales leads, especially for B2B marketers. Here are some webinar lead generation statistics:
- Webinars that provide information are a big draw for buyers, with 79% saying they would share information in exchange for them (source).
- Almost nine out of ten marketers (87%) find webinars to be an effective strategy (source).
Webinars don’t just flush with sales-ready leads when you decide to hold one. Marketers must be intelligent when generating webinar leads. How so? Here, we answer this and other issues!
There are five ways to generate leads through webinars:
1. Develop A Buyer Persona
Marketers can generate better leads by first getting to know their target webinar audience. Who do you want to sign up for your webinars? A buyer persona is a characterization of your ideal client—buyer personas aid marketers in selecting the right audience for their webinars. A buyer persona allows marketers to invite and entice customers eager for information about their products or services and those eager for the webinar.
Buyer personas must inform webinar marketing at every level to boost conversions. Use the data you have about the perfect buyer to decide:
- Who are the people to invite?
- Selection of Topics.
- You can explore the topic at various depths.
- Length of the webinar.
- Presenters and guest speakers.
- Promoting the webinar using channels.
- When/where the live event is taking place.
- There are certain key points to emphasize on the registration page.
2. Create Webinar Content That Addresses Your Target Market
Where along the sales funnel is your ideal audience? This is a critical step toward optimizing webinar lead conversion. Ask yourself where on the webinar funnel your audience is. Even if someone is prepared to watch a B2B webinar, they may not be ready to purchase your product. Because of this, you should emphasize the content of your webinar to attract those who are innately ready to purchase from you. Using your webinar content, you should identify your buyer personas’ most significant pain points and set your product as a key to those issues.
Make sure you don’t get too caught up in the number of individuals who sign up for your webinar. It’s not enough to get individuals to sign up for your webinar; you must think about the revenue it will generate. Because of this, you must create webinar material before you attract attendees. You’ll be able to make a much stronger appeal to your favorite customer if you know what you plan to discuss and what problems you plan to solve.
Choose the format that best resonates with your target audience. Here are three viable webinar designs to consider:
Educational
Webinars are popular because they provide actionable steps to solve a client’s issue. According to research, webinar titles that include list words or ‘how to’ words are more successful at gaining new clients, demonstrating the value of practical information.
Product Demos
Longer-term leads want deeper information about your product. A product demo can help those leads by demonstrating clear solutions to their most significant problems. Here is a warning: Avoid delivering a sales pitch. Instead, keep your webinar informative by providing tutorials, training, or workshops.
Case Studies
Why are case studies an effective webinar format? Because case studies provide social proof that your product can deliver, they are an effective webinar format. 42% of B2B buyers find case studies valuable late in the buying process. Sales-ready leads want concrete details on product ROI and benefits.
3. Promote Your Webinar
Your marketing webinar will be strategic and targeted with the proper setup. However, you must still prepare your webinar funnel to reach your target audience of potential customers. Here are some suggestions for promoting your webinar:
Via Email
Consider the job titles, industries, and functions your webinar audience will be interested in. Then develop an email schedule and promotions to reach this audience. Pull a list of email subscribers that matches the characteristics of your ideal webinar attendee.
Paid Advertisement
Your webinar marketing budget and objectives will determine how much you spend on advertising. For example, if you are trying to convince customers to upgrade to a new feature or product, you would not want to advertise your webinar to people who are not already customers. On the other hand, advertising may be a lucrative source of leads and registrants if you want to reach an audience that does not currently use your products.
Social Media
Developing creative social media promotions for your webinars is a great way to get the most out of your design team. When creating content for a B2B firm, you might want to concentrate on LinkedIn or Twitter. However, don’t hesitate to try out different platforms. You may not know which will be most successful.
You might also like: What Are Facebook Video Ads and How Do They Work?
Partner Marketing
It’s OK to rely on an influencer or company to host your webinar if you collaborate with them. Send over event hashtags, pictures, and registration links a few weeks before the webinar to ensure all parties have the required information.
4. Create A Lead Scoring Process Specific To Webinar Leads
Lead scoring works: Marketers decide which criteria or data points are most likely to indicate a sales-ready lead, then assign them numerical values. Webinar data is significant in this regard. A webinar-specific lead scoring model before handing off leads to your sales team can provide valuable insights into lead quality. When scoring webinar leads, keep the following in mind:
Registration Data
The job title, department, company size, location, and sector are all revealed through the webinar signup information.
Behavioral Data
How each prospect behaves during your webinar is known as behavioral data. This data reveals how interested a lead is in the topic matter. Behavioral data includes questions, viewing history, viewing duration, content downloads, survey results, and social media engagement.
Miscellaneous Data
Look at other data points, like technographic, firmographic, and purchasing history, to see if your target audience is ready to buy. Consider all data points relevant to your lead scoring model as you design it, especially if you have already created one. If you already have a lead scoring system in place, you may use it to assign a score to webinar attendees. It will create a more complete data set, and your B2B sales team will have a better chance of closing huge contracts.
5. After The Webinar, Deliver Post-Webinar Lead Nurturing And Follow-Up
Every webinar lead will not purchase immediately after the live event, and some registrants won’t even show up. To maintain unqualified leads engaged and nurtured post-webinar, you must develop promotion tactics.
Propose On-Demand Access
33% of webinar attendees watch the recorded version (source). Post a recorded version after the event to capture new leads or allow those who missed it to catch up on the content.
Post-Event, Provide Relevant Content
Create new content that resonates with prospects using feedback from live Q&As, downloadable content, and surveys. Remember that content doesn’t have to be brand new. You might want to repackage popular webinar content into an e-book or infographic for ease of use. Many prospects will appreciate the convenience of having webinar information in a downloadable PDF file. Use emails to promote this targeted content through the sales funnel as you nurture leads.
Following Up With Participants
After a webinar, send out an email thanking participants for attending. You may also use this email to solicit feedback. Then, keep track of attendance data and participant feedback to help improve future webinars.
Webinars are a tried and tested marketing strategy and a great way to generate new sales leads. However, you must use them properly if you want to see results. Reading today’s post, you can learn how to boost the quality of leads you generate from marketing webinars.
For SEO audits, click here to book your appointment.
What’s Your SEO Score?
Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase.
