Web seminars (or webinars) are interactive online events hosted by organisations or companies that allow them to share documents, presentations, and videos with attendees.
Webinars have become an increasingly popular marketing tool used for lead generation. They effectively foster two-way communication between presenters and attendees in real-time, without the logistics of hosting physical events.
Of course, the webinar itself has to be effective and well-run to achieve your targeted lead generation. So, if you’ve recently started hosting webinars, or need pointers on promoting better lead generation in your webinar campaigns, read on below for some notable tips and advice.
Tips For Successful Lead Generation In Webinars
Start With A Topic
A webinar aims to present a solution to an existing problem that a potential client might have. When developing a webinar campaign, ask yourself what sort of pain points your webinar is trying to address and what are the main goals of the webinar itself.
Given the amount of time and effort required to run a webinar, having a concrete topic will better the planning and development of content and prevent situations where the webinar content is incongruent with its aims.
Know Your Audience.
For successful lead generation to happen, you’ll need to develop an accurate profile of your audience and their characteristics.
For example, imagine you will be hosting a webinar to promote business management software for small businesses. Your audience will mainly fall under companies and individuals looking to purchase a CRM for a small business.
Now that you narrowed your audience, you can begin to determine your attendees (small-scale business owners), topics (pain points of small businesses, how CRM can benefit operations) and other parts of your strategy to suit your audience, such as webinar length or when you should hold the event.
Develop Quality Webinar Content
A webinar is only as good as the content present. Once you’ve determined your topic and audience, decide on a webinar format to deliver it. The more popular formats are:
- Educational (How-To’s; resolving potential pain points for the audience)
- Case Studies (How well does your product/service function in real-life scenarios)
- Demos ( Information and details about the product/service itself)
Each of these formats correlates to a different stage in the sales funnel. For example, educational webinars work best with more general audiences, while case studies and demos are more useful to those already looking to make a purchase.
Format aside, you will also have to prepare quality webinar content to keep your audience invested. It may seem like a lot, but here are some essential tips on writing and developing webinar content:
- Create an outline – helpful in planning out the length and flow of your webinar
- Include simple slides – limit lengthy text, make use of bullet points, opt for visuals
- Have a script that is natural and conversational
- Keep the webinar’s focus tight and don’t stray too far from the main topics
- Try not to overwhelm your audience with too much information; ensure that the content is easily digestible and engaging to the audience
Promoting Your Webinar
The more people attend a webinar, the higher the chance of a successful lead generation; be sure to promote it to the right people!
To start promoting your webinar, you need to host an event page on a third-party site or create a landing page specifically for it. On the page, include a strong headline and body content that advertises the webinar contents and how audiences may benefit from attending it.
Do also include a form for interested parties to fill out and notable call-to-actions to register for the webinar.
Once you’re done, you can promote your webinar on your website and social media (LinkedIn in particular due to the platform’s B2B emphasis) or start a direct electronic mail (EDM) campaign to inform interested parties about the webinar.
EDMs, in particular, are highly useful in generating successful leads for your webinar, as it is the most direct way to reach your intended audience, especially if you don’t have a substantial online presence on social media.
While webinars are ‘live’ events, you can also repurpose them to generate leads long after the event is over. Recording your webinars gives you the flexibility to use your webinar session in future campaigns and get more mileage out of the webinar content you created.
Among the ways you can reuse your webinar content include:
- Sending the webinar recording to interested parties who were unable to attend.
- Uploading the webinar session online for on-demand viewing.
- Using short snippets and clips from the webinar for social media and future campaigns.
- Reusing the slides for detailed blog posts.
Given the hybrid nature of work in the near future, webinars will only become more commonplace as time goes on, so investing the time and effort into making webinars a successful medium for lead generation can only be a boon to your business.
As a final tip, if you’re looking to use webinars as a core part of your lead generation marketing, get adequate feedback on your webinar sessions to know how to improve moving forward.