Webinars are a great way to establish yourself as a knowledgeable expert in your industry and provide useful, engaging information to your audience — especially if you have a B2B business. They can also be a great way to generate high quality leads that can turn into customers down the line. The question is how you can go from a stellar webinar to generating those leads. This takes effort and intention on your part, but we have a few suggestions that can help you succeed.
Today, let’s discuss how to generate quality leads from your webinars.
#1 – Market to Audiences Likely To Follow Up
The first step is to make sure that the potential leads you attract are the ones that will offer the most ROI. This can be difficult to completely guarantee, but you can take steps to increase your chances. First, do some research on your audience. Who is most likely to be interested in your brand? Who is your webinar most relevant to?
Once you know that answer, make sure you market your webinar on the platforms and corners of the internet where that audience is most likely to see it. Give yourself time to reach the right audiences. Usually, you should have at least two weeks of marketing before you release the webinar.
#2 – Create a Landing Page For Registration
So how do you attract registrations for your webinar once you know who you want to attract? One key component is to build a landing page with the sole goal of registration. On your landing page, you can also offer your best pitch for the webinar. Explain what the webinar will delve into, who it’s for, and why your audience won’t want to miss it. Then offer a clear CTA, giving them an opportunity to register for the webinar. Promote this landing page on social media, and make sure that it has the best SEO possible with keywords, formatting, images and more.
#3 – Choose the Right Topic
Your webinar has to have the right topic if you want to succeed. It should be something that you have a breadth of knowledge about, but it also has to be something of value to your audience. It should also be timely. For instance, when a major data privacy law goes into effect — as the EU GDPR did a few years ago — you could give a webinar on what compliance would look like for digital businesses and how to stay on top of it. This would likely answer questions that the audience was already scrambling to find.
Keep an eye out for industry changes and questions that your audience is asking now. When you structure your webinar around that, you’re more likely to get results.
#4 – Engage With Your Audience
Engage with your audience before, during, and after the webinar. If you show up early to the webinar, you give yourself a chance to chat with your audience and invite them to ask questions before you begin. During the webinar, use your video camera if you can, as people respond better to a face than a voice coming from a black box. Ask questions of your audience and get them involved in the discussion when you can, and invite their own questions. Try to use a platform that has a chat platform so that your audience can chat even while you’re going through the topic.
After the webinar, gather feedback and welcome further discussion. This allows you to move your webinar from a lecture or lesson to a community, and hopefully the first steps in building relationships with those leads.
#5 – Have Your Webinar Available For Replay
You want to have your webinar catch as much of your audience as possible on the day that you actually give it. However, it’s not feasible that you’ll be able to reach all of your potential leads at one time, especially given the vast difference in operation times of digital businesses. You can open yourself up to more potential leads, however, by making your webinar available for replay.
In this case, you could adjust your landing page, offering the webinar replay as gated content. For instance, if your lead signs up for your mailing list, they can receive access to your webinar. That way they can still get that useful, valuable information and they can get a sense of your expertise. And you can still get another lead for your mailing list that you can reach out to about relevant deals and offers.
