In a fast-paced digital landscape, enterprises adopt various strategies for lead generation, of which Webinars are highly effective. Capitalized wisely, this thriving tool outperforms other tools for lead generation by being an integral part of a broader marketing plan. 99% of marketers confirm using webinars as a pivotal tool as part of their marketing strategies, and 78% of those feel that webinars are a cost-effective method of lead generation.
But here is the catch! Many businesses partake in webinars, but very few manage to gauge meaningful leads without a sound strategy.
In this article, we help you reckon ways to generate substantial leads through a goal-oriented webinar hosting strategy.
Choose an engaging topic
The foremost step in curating a webinar that hits the mark is to choose a topic that resonates with a mass audience interested in your line of business. It is imperative for the webinar to address the pain points and offer a feasible solution. Straightforward steps like conducting surveys on LinkedIn and other social media handles for existing subscribers, or asking email subscribers about what the audience wants are excellent ways to design the webinar content. During the webinar promotion, you must ensure creating a webinar title that is crisp, authentic, relevant, and solution-oriented that seamlessly reverbs to the participants’ business needs.
Identify the target audience
Before promoting your webinar across channels, you must know who would watch your ads and if they are relevant to the topic. In short, your webinar persona should resonate with the buyer persona to generate high-quality leads and conversions. During the webinar registration process, do not stick to the routine, name, email address, and contact details only. Include job function, company name, business niche, and company size in the sign-up form to know what can be the audience’s knowledge level and expectations from the webinar.
Create an attractive landing page
The landing page can make or mar the enthusiasm of a potential lead who is slightly interested in attending the webinar. The key is to create a simple landing page with minimum loading time across devices and explain the webinar’s motto, relevance, and testimonials from previous participants. A short-bio of speakers would also help build your brand’s credibility. Emphasize the webinar being free of cost to encourage users to register without any hesitation. A short video by the speaker engages your audience instantly and propels them to take the next leap forward. The registration form must include all details that can help you improve the webinar content.
Leverage a fool-proof SEO strategy
SEO plays a pivotal role in crafting the landing page content, and a foolproof strategy would help boost your webinar and earn better traction. The landing page content must be short and engaging and contain high-ranking and SEO-driven keywords, a compelling title, and a meta description.
On-demand access
On-demand access is one of the most important features of a webinar, as it ensures that participants attend it without hampering their busy work schedule. If you are keen on catering to a global audience, you must keep a flexible option to maximize participation. Nowadays, the audience habitually consumes on-demand content for the sake of entertainment and otherwise. Let your audience participate at their choice of time and place and optimally derive value from it.
Harness the reach of Influencers
Social media influencers have a thriving reach, and partnering with them allows your business to reach an exclusive audience that has already cemented its trust in them. Co-marketing with an influencer doubles the promotional efforts within the same period, amplifying reach. Moreover, co-hosting a webinar helps conversationally convey your content, driving more engagement.
Attract the audience with giveaways
Everybody loves offers, discounts, and giveaways, and this strategy would help with better leads. Discounts on purchases of products or services after a successful registration is one way of generating more business leads with a higher conversion rate potential.
Adopt a multi-channel promotion strategy
Promote your webinar across social media handles like Facebook, LinkedIn, Twitter, Instagram, YouTube, and Google. Utilize the potential of paid ads that seamlessly gain the attention of your target audience by appearing on their timelines. Run a sound email marketing campaign to increase awareness of your webinar. Start the marketing push at least 15 days before the live event and ideally on Tuesdays or Wednesdays for maximum participation.
Strengthen the Follow-up game
Participants registered for your webinar are part of the potentially high-intent group of buyers. After the registration, send follow-up emails to remind them of the webinar and to build relationships with the prospects. You can start by sending a Thank-you email, or to give them the giveaways and offers promised during the registration process. Utilize the power of email automation tools to ease the process of follow-ups and maximize your chance of not leaving any participant ignored.
Nurture your leads after Lead capturing
After the webinar, ensure email follow-ups and provide insights about products and services. Let your audience know that you were cognizant of the challenges most businesses face that they shared during the live Q&A session. Nurturing your leads helps in lead conversion in the future, if not instantly, but the process is imperative for the business.
Conclusion
Webinars are undeniably, one of the most predominant and time-tested methods for generating leads. Not only are they ideal for building brand trust and enhancing brand awareness, but they also act as a robust pipeline generation mechanism if executed carefully. Creating engaging and SEO-rich content with an attractive landing page, leveraging influencer partnerships, adopting a calculated promotional strategy, and on-demand access for the target audience, as discussed, help drive a successful webinar. Embracing the above techniques can transform your webinars from mere information-rich sessions to high-quality lead-generation opportunities. Finally, businesses must continuously analyze their webinar metrics and improvise plans to create more resonating content and qualified leads in the future. In this technological-driven business landscape, your business needs a 360-degree approach like this for substantial revenue growth.
