This post was sponsored by BigMarker. The opinions expressed in this article are those of the sponsor.
You are looking for a marketing strategy that can really:
- Generate better quality leads?
- Expand your brand to a global audience?
- Drive engagement while conducting audience research?
- To win the loyalty of customers ?
Pay attention to webinars.
53% of marketers say webinars are the premium format that generates the most high-quality leads.
When done right, webinars are the powerful secret weapon you should add to your marketing strategy in 2022.
You’re about to take a crash course in one of the most effective ways to generate high-quality leads.
But first, let’s learn exactly what makes these webinars so successful.
Why should you use webinars
What do you gain by adding webinars to your marketing strategy?
- You can build immediate trust and credibility with your audience. Through webinars, you can give your audience the information they need to decide whether they’ll consider buying your product or service. You can position yourself as a trusted resource before your audience even needs to make a purchase – and do so at the scale you need to grow your business.
- You will be able to generate better quality leads. High-quality leads are people who are very interested in making a purchase. They’re more likely to take a long action, like watching a webinar, before making a purchase, and you want that purchase to go with you. When they respond, you’ll have the opportunity to quickly convert them into a sale, increasing your marketing ROI.
- You get to increase conversions in real time. Because webinars are interactive, audiences can easily connect with you via chat, polls, and Q&As, and you can easily identify where each prospect is on their buying journey.
- You can extend your brand to a global audience. Especially if you also publish them on demand, webinars are more widely accessible to people with time and/or geographic constraints, which broadens your audience of potential leads.
- You get a scalable way to generate more content. Each successful webinar you complete can create at least 3 pieces of new content for your site. Simply convert its content into multiple blog posts, shareable content items, and videos.
By displaying your expertise, authority, and reliability in a successful webinar, you’ll be able to capture hundreds of high-quality leads who are likely to purchase from your business.
Expertise, Authority, and Trustworthiness (EAT) is not limited to Google SERPs.
How to generate more leads with webinars
The key to a successful webinar that can attract high-quality leads and increase ROI is a thoughtful vision, a solid marketing plan, and an airtight follow-up strategy.
1. Identify the audience you want to reach
As you begin to plan your webinar, use surveys, online research, past buying behaviors, and your sign-up list to better understand the needs and concerns of your ideal buyers.
This will help you understand the personality of the buyer you are targeting with your content.
The more you understand your audience’s needs, content preferences, and buying behavior, the more you can tailor your webinar and offering to their needs.
2. Clearly state your unique webinar solution
- What lessons will your viewers take away from this session?
- What answers or solutions will the viewer leave your webinar with?
- Will they learn to do a specific process?
- Will your speaker give your audience information they can’t find on their own?
- Will you give them useful documents or templates?
Then make sure they can’t get this information anywhere else.
Your webinar will be more valuable and engaging to potential registrants.
Whenever possible, back up your claims with social proof, testimonials, and speaker biographies.
3. Design a compelling landing page
Your webinar landing page is the “gateway” to your registration form.
If the front door looks outdated or doesn’t work well, no one will want to come in.
The functionality of your landing page can make or break the success of your event.
If its design isn’t clear or chaotic, or if its copy doesn’t “sell” your event’s value proposition, potential registrants may lose interest in your webinar before registering.
When creating your landing page, make sure that:
- Its copy matches the message of your social media ads and email invitations. Having a different copy can reduce RSVPs.
- Its design is as simple as possible with all relevant information appearing before the user has to scroll.
- It is mobile optimized and loads quickly on all types of devices.
- It includes biographies for each of your presenters.
4. Maximize your reach — Host with a partner
Imagine being able to multiply your audience overnight with a single gesture.
Hosting partnerships make this possible.
By hosting your webinar with another brand, you can double or triple your potential audience with minimal extra work.
From a cost-benefit perspective, this is the best way to get additional leads.
- Find a partner with a similar but not identical audience to yours. This way you can talk to new people who are very likely to be interested in your product. For example, if your primary product is project management software, you might consider partnering with a workplace communication software company.
- Create a promotional kit for your event partners to keep everyone on the same page. When introducing potential partners, provide them with suggestions for text, graphics, and social media posts promoting the webinar. This allows them to help market your event in a way that is consistent with your brand – and also saves them time and effort.
- Do a dry run of your webinar platform. Before the webinar, schedule a practice session with your partner so they know how to access and use the platform. We recommend that you ask your partner to use their camera and microphone, answer questions submitted via the platform’s chat function and use all the technical features they will use during the live session.
Learn how to host joint venture webinars with our best practices.
5. Include engagement features in your webinar
What makes webinars different from Ted Talks? Strong audience participation and interaction.
However, as we’ve all experienced over the past couple of years, connecting with people virtually is much more difficult than in “real life”.
But you can spark interactions that feel more natural and “real” with the following engagement features, all of which you can find on your webinar platform:
- Public discussion: Make the session more like a conversation by encouraging participants to ask questions and share thoughts in the chat box. (Pst: If activity starts to stall, have a moderator post a question in the chat box every 10-15 minutes.)
- Questions and answers : Participants can submit questions directly to the presenters. Best of all, other guests can vote for the questions they’d like answered, so presenters can answer their audience’s most pressing questions first. (For an extra personalized touch, you can even have attendees pre-submit videos of themselves asking these questions.)
- Polls: Use polls to gauge the audience’s past experience with the topic, then tailor the presentation to suit those needs.
6. Embed contextual offers in the webinar to drive traffic and sales
During the RSVP process, you collected your leads’ data to market to them later.
What if a lead is ready to go to market during your webinar?
Capture impulsive prospects who want to buy or book a demo during the session by adding a pop-up offer in your webinar:
- After 40 minutes of session, add a brightly colored centered pop-up offer to your webinar room.
- Create an offer around the most relevant next step, like a demo or a specific product to buy.
- Configure the pop-up to open in a new tab, so your prospect can convert without leaving the webinar room.
Compared to other webinar features, pop-up offers are very effective in generating business as they encourage your viewers to respond immediately to their interest.
7. Make sure your webinar is available on demand
Nearly half of all webinar attendees watch at a later date, so be sure to tap into the convenience of watching content on demand.
This feature not only makes your prospects happy, but also helps you create future content that helps interested registrants continue to find you weeks or months after the event is over.
You can create an ever-renewing pipeline of new leads while giving yourself time to create the next webinar.
Want to host engaging webinars, virtual events, and hybrid events?
BigMarker is here to help: schedule a demo to get started.
Featured Image: Image by BigMarker. Used with permission.