01 Nov The anatomy of a high converting webinar
Have you considered hosting a webinar as part of your lead generation and sales efforts? Webinars (short for ‘web-based seminars’) are simulcasted lectures that can reach a digital audience, in real time, from anywhere in the world. Think of it as a conference keynote that you can view from the comfort of your own desk. Sales webinars are a great way to explain complex ideas, walk users through new strategies and demonstrate the value of your company’s products for a highly engaged, live audience.
Effective webinars appeal to passive leads and convert them into closed sales by combining high-quality visuals with valuable information that’s presented in a captivating manner. Since your webinar efforts are part of a larger sales and marketing strategy, you need to always ensure that you have conversions in mind while preparing, producing, and promoting your webinars.
Follow these 8 steps to guarantee that your webinar is a high-converting hit with your audience.
1) Choose a topic that resonates
When hosting a webinar, choose a topic that your core audience already has a strong interest in. You can consult customer surveys, your social media followers and the comments on your blog to identify a topic that your users are hungry to learn more about. The title of your webinar needs to immediately grab their attention and instill the desire to see more.
Consider developing an evergreen webinar topic that you can use regardless of the time of year, throughout the lifespan of your industry. You can even set your webinars to run on autopilot and repeat several times a week to create a constant lead generator with no extra work required.
2) Design your webinar presentation
Of course, if you plan to host a webinar, you need to create the visuals! Don’t settle for a bland, cookie-cutter presentation. Instead, trust professional presentation designers to develop unique slideshows and video for your webinar. Your presentation needs to make a lasting impression on your leads, and there are experts who know exactly how to make that happen.
Remember that your webinar needs to provide eye-opening information that cannot be found elsewhere. This is the key to convincing a lead that they need your product or service—thereby turning them from a lead to a sale.
Throughout your webinar, use your branded hashtag to interact with audience members and keep the conversation going after the webinar has concluded.
3) Provide something of extra value during the webinar
Consider providing your audience with complimentary items on top of all the information. Stuff like:
- Special offers
- Free content
- Newsletter opt-ins
Make sure to include a strong call to action along with these ‘freebies’ throughout your webinar and especially at the end.
4) Develop and send a promotional email
The first step in having well-qualified leads register for your webinar is to invite them. Send your leads an email filled with pertinent information describing the value they’ll receive from the webinar and links or buttons to the registration page.
5) Launch a registration page
The registration page is the cornerstone of your webinar marketing and lead generation efforts. This is the “make it or break it” phase of the webinar sales cycle. The UX design and content of this page need to convince your target user to sign up for the webinar on the spot.
The registration page must immediately convey your webinar’s value. It should include:
- A description of the webinar
- The date and time
- The speaker
- How to sign up
- What they will learn from attending
A key point to remember is the appearance of your landing page. If a user’s first impression of your brand is a cluttered, disorganized registration page, they’ll assume your webinar will be cluttered and unhelpful too. Remember to keep the user’s attention on the page drawn to the registration form.
One way to ensure a full house for your webinar is to limit the number of spaces for the event. When you create a sense of exclusivity and urgency, your target audience is more likely to sign up on the spot. Otherwise, they have no incentive for registering today, tomorrow, or a month from now.
6) Sign up confirmation and reminder emails
Once a user registers for the webinar, they should receive a confirmation email. The email can include calendar invites and event reminders that immediately sync with the attendee’s personal calendar, reminding them of the correct day and time.
Use your follow-up emails to provide additional details, entice users to invite others to the event, and create additional awareness.
7) Social media promotion
Your webinar should come hand-in-hand with a social media promotion strategy. Emailing your newsletter subscribers can only go so far. You need to go beyond your email list and take advantage of social networks like Facebook, Twitter, and LinkedIn.
When promoting your webinar, create a brand-specific hashtag you can track. This allows you to generate measurable buzz about your webinar. Anytime someone uses your hashtag, you can collect their information and turn them into a potential lead.
Include “click to tweet” links in your first promotional email for attendees to share the webinar event information to their Twitter network. Your hashtag and social media profiles should also be prominently featured in your introductory email.
If your webinar features a guest host or prominent industry figure, make sure to leverage their audience by @mentioning them in your promotional posts. You can also reach out to other influencers and their networks on social media. Influencer marketing is a fantastic way to get the word out about an event that can benefit a wide audience.
8) Follow up after the webinar
The webinar is over, but you’re not done yet. Send a follow-up email to provide your attendees with a copy of the presentation, information on your product or services, and how they can get in touch with you to learn more.
You can take it a step further and personalize your emails with individual invitations for meetings or a call. No matter how you choose to follow up with each attendee, the key is to make that post-webinar connection and build a lasting relationship.
If you follow these tips, you’ll be on your way to a high-converting webinar in no time.
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