In today’s buyer-driven market, webinars are quickly becoming a preferred online marketing strategy. Many marketers have recognized webinars as valuable opportunities to establish leadership and engage buyers who opt in.
By creating a dialogue at the start of the business relationship, marketers offer more value to modern buyers interested in relevance in their interactions leading to purchase.
Research has also confirmed that companies offering multiple webinars throughout the year gained more leads than those with fewer webinars.
Here’s a look at five ways online marketers can use webinars to generate and convert leads.
1. Target Webinars Accurately
For webinars to be successful, they have to be compelling for the target audience. Don’t just rely on your own ideas of what information is pertinent; speak with other parties to get fresh content.
Consulting with other experts will add value to your webinars and enhance your contact lists.
Be sure to refine your message as much as possible with the understanding that your audience may not know as much as you do on the subjects you cover, and create different webinars to target various groups in your market to ensure that nobody is left out.
2. Create Drip Campaigns
Webinars are convenient ways to keep prospects interested until they’re ready to buy. In order to maintain communication, create a series of helpful webinars that are released according to a posted schedule.
This way, loyal viewers will come back time after time for more valuable information. For best results, target different levels of buyers with specific balances of technical and generic content.
After several months of drip campaigning, be sure to increase your direct communication with prospects to start engaging them in the buying process.
3. Integrate Prospect Information into Campaigns
Taking note of prospect objectives is essential for webinar success. By creating polls and enabling attendees to ask questions and make comments throughout your webinars, you’ll have a window into the state of mind of these potential buyers.
For best results, you can put this information into a specialized database and integrate it into your future webinars.
To better target specific attendees, put your data into individual files for these prospects.
4. Combine Data Systems
The last step concerned the collection of data within webinars, but this step involves the integration of webinar data with information collected from other areas.
For best results, create prospect profiles by combining webinar questions and poll answers with site usage information and email interactions.
This also promotes seamless re-engagement when prospects are contacted later for presentation with new products and services.
5. Close The Sale at the End of Your Webinars
At the end of your webinars, give a simple and explicit call to action. Make things simple for your prospects by telling them what the next step is.
To simplify this step with large numbers of customers, you can use an automated process that utilizes targeted emails based on unique prospect profiles.
In order to enhance future conversions, all efforts should be tracked and modified as necessary for different types of buyers.
A well executed webinar can be the ticket to attracting and converting potential leads into lifetime clients, and with a wide variety of online streaming media software, they can be fairly affordable to produce.
According to QTS, a media services company, using high-end webcasting, streaming media and encoding services offer you a high quality, cost effective alternative to in house resources.
As unique new marketing opportunities, webinars are here to stay as lead generation tactics in online business.
Webinars simplify drip campaigns and conversions, especially when combined with effective database management.
In the online world, where time is the greatest commodity, webinars are one of the best values for serious results.