Aside from all the negativity surrounding the current pandemic, there have been some positives. One of those positives has been an increase in innovation, especially in digital marketing. Marketers are having to find new ways to reach their audiences and generate leads during lockdown.
Webinars are gaining increased traction as one of the major lead generation methods during this time.
Webinars are a convenient way to effectively engage with your target market and let them know about your product or service. They also give you the opportunity to answer any questions that your audience may have.
So how can you use webinars as tools for lead generation?
Webinars allow you to educate your target audience about a problem they face, and provide a platform for you to share high-quality information about your product or service. So what makes webinars effective tools for lead generation?
Establishing authority: Webinars give you the ability to provide your attendees with a solution to a problem they’re facing. In doing so, you are able to establish yourself as an authority in your field, making your audience more likely to trust you over your competitors.
Getting to know you: The personal interaction with your audience allows them to feel like they know you. People prefer to do business with people that they can connect with on a more personal level.
Wider geographic reach: The biggest advantage that webinars have over seminars is their geographic reach. Webinars allow you to attract leads from all over the world; boosting your lead generation efforts without having to worry about the logistics involved in hosting a physical seminar.
Forming strategic partnerships: Webinars give you the opportunity to engage with other brands that may operate in the same industry to create strategic partnerships. These allow you to enrich the content of your webinar, but also give you the chance to tap into your partner’s lead pool. A wider pool means increased lead generation potential.
According to research conducted by CFE Media and Trew Marketing, 72% of survey respondents said that they would provide their contact information for a webinar. But how can you optimize your webinar and use it to achieve the desired outcomes?
Here are a few useful tips:
The key to a successful webinar is grabbing and retaining your audience’s attention. This means choosing the right topic. Look for topics that your audience currently interested in or specific problems they may be having. Use your analytics data to take a closer look at your existing content, and see which topics your audience spends most of their time on. Another way to find popular topics is keyword research. Social analyzing and keyword research tools, such as Buzzsumo, allow you to examine the most searched keywords in your industry. You can use those results to decide on your webinar topic. Keyword volume can be a good indication of what people are interested in at the moment.
A common misconception is that you need to produce as many webinars as possible. Releasing webinars on a weekly basis is unnecessary and may actually lead to your audience feeling overwhelmed. The key is to prioritize quality over quantity. Your audience will prefer one brilliant, informative webinar once a month instead of four uninspiring and unhelpful webinars a month.
Some people want to feel like they are a part of something, while others prefer to consume information without interacting. Webinars are a great way to appeal to both ends of the spectrum. Add polls and chatbots that gather live feedback from your audience and give them a more personalized experience. These interactive additions also act as great platforms to encourage your audience to respond to a call to action, as it encourages your lead to engage with the content more. Improve participant experience by getting continuous feedback and suggestions.
Personalization is the perfect way to make your audience members feel like they are valued on an individual level.
Identifying with the audience: Aspects such as choosing the right speaker, or promoting your event on the right platforms can create a more personal experience for your audience.
Demonstrating your efficiency: Fast response time is also a highly appreciated gesture. When you have completed the webinar, send the recording as soon as possible. With a quick follow-up, you increase your chances of conversion.
Well-optimised webinar landing pages are an effective way to increase your webinar attendance and amp up your lead generation. You may have a great webinar and top-class host, but having an audience is the most important part. So how can you create the most effective webinar landing page to drive lead generation?
To create a webinar landing page packed with useful but concise information, you need to understand your audience. This will help you to deliver your message in a way that will be received well. Ask yourself these questions to better understand your target audience:
Answering these questions may help you to build a webinar landing page that caters specifically to their preferences.
You can use this information to compile a buyer persona. This will help you to identify their pain points and frustrations. It will also showcase the ways your product addresses these and grabs their interest. You can collect this information using the following methods:
Surveys: Collect information from your existing clients, subscribers and social media followers to find out what the market needs at the moment. You can also make phone calls to get more in-depth responses from people.
Online research: Look at your potential leads and observe their online activity to pick up on any challenges they may be describing. This will help you to tailor your webinar content more effectively.
Customer data: Search for customers who have bought the same or similar products that you will be discussing in your webinar. Try to understand what aspects of those products might have influenced their purchasing decision and use that to refine your strategy.
Registration process: You can add questions on your webinar landing page registration form that collects specific information.
Consider using platforms like Google and Facebook to run paid adverts targeting your ideal audience. These platforms allow you to get your content online immediately, making it accessible from the moment it’s launched
Once you have put together your buyer persona, use this information to design a webinar landing page that appeals directly to their needs. Ideally, your page visitors should be able to understand exactly why they need to register for your webinar within the first few seconds of seeing your webinar landing page. Here are a few useful tips for achieving this goal:
Include a scannable summary of the benefits of attending your webinar.
Add testimonials from other people who have benefitted from your webinars in the past.
Create a sense of urgency and scarcity by limiting the number of spaces available or the time available to register for the webinar.
Include a short description of the speakers that will be presenting the webinar to establish them as an authority in the field.
By adding these features to your webinar landing page, you are able to create a more personalized experience for your leads and encourage them to attend your webinar for their own benefit.
Your headings and subheadings are the first things that leads will see when they land on your page - the deciding factor on whether or not they’ll keep browsing. That means that you need to make each of them as informative, impactful, and concise as possible. Use the following tips to optimize the headlines on your webinar landing page
A great tip to increase the readability of your landing page is by breaking up the text and using multiple subheadings. Better readability increases understanding of the content and helps you to generate leads.
Once you have grabbed the attention of your visitors with your headings and subheadings, they need to keep reading. The quality of your content might determine whether or not they decide to do that in the first few lines.
The key is to find the sweet spot between giving them a full-on sales pitch and emphasising your value proposition. Yes, you want them to attend your webinar because of your text, but you don’t want to give them an overly enthusiastic sales pitch. Tempt your lead with some valuable information and leave them with just enough to make them feel like they have to watch your webinar to find out more. Make it conversational so that they feel like you are having a direct conversation with them. Using pronouns like “you” and “your” is an easy way to achieve that. Proofread your content to correct any language errors. You can also use tools like Grammarly to help you produce flawless content.
Visitors may be deterred from engaging with your landing page if it is just filled with blocks of endless text. Besides having great content, your webinar landing page needs to look good too. Add some captivating photos and videos to break up the text of your landing page and to keep your visitors interested. These photos and videos should be relevant to the subject matter on your page and should add to the overall reading experience.
Use videos and photos to show your leads content from previous webinars. Give them a sneak peek into the upcoming webinar or introduce your speakers. These small details draw them in and encourage them to attend your webinar.
Less is more, so avoid bombarding them with too much audiovisual content. The focus should be on the message that you are portraying in your text.
Ultimately, all of your efforts build-up to your call to action button. This is the place where your visitors are provided with the chance to sign up for your webinar. Your CTA affects your click-through rate directly. These are a few tips that you should use to optimise your CTA and increase your lead conversion rates:
Increased visibility: Your CTA button should be large enough to be found, but not so large that there isn’t enough space for everything else on the page. Place your CTA button above the fold so that your lead doesn’t need to scroll down to find it.
Colour scheme: Use colours that stand out but also match the theme of the rest of your landing page. The key is to draw your lead’s eye to the button and encourage them to sign up.
Functionality: The CTA button should take your leads directly to the opt-in form. As such, make sure that you test the button on a regular basis to make sure that it is working.
The finer details: Add some subtle hints on your landing page, such as arrows that point your lead’s eyes towards your CTA button. This will also help them to find it faster. Add features to your webinar landing page that allow your leads to share them with people they know who may be interested. This will extend your lead pool even further.
Keep it simple: The CTA button is meant to have a short, concise and to the point phrase on what your lead needs to do to sign up for your webinar. Overwhelming your lead with a last-minute sales pitch may deter them from responding to your CTA. So keep it short and simple.
Webinar landing pages are great to attract leads and get them to attend for your webinar. If done right, they may be an effective tool to increase your lead generation. Considering the current pandemic, they are also very cost-effective marketing tools that can ultimately increase revenue generation and growth for your business. Sign up for our 5-day Webinar Email Course so you can learn what you need to set up and plan your webinar for lead generation.
Get quality posts covering insights into Conversion Rate Optimisation, Landing Pages and great design