14th Aug, 2020
Marcom, , Designation
64% of B2B organizations say that they have a formal marketing plan in place, but what do they need to stay at the top in 2020? Well, there’s never a better time to host B2B webinars to keep professional engagements in full swings and socially distant at the same time.
To tide over the Black Swan of 2020, brand marketers have been busy finding new ways to promote their products and services, generate insights, and communicate with their clients and customers. And this is how webinars have become the new normal as there has been a noticeable shift in the number of webinars happening on a daily basis in 2020. So, if you haven’t incorporated webinars already in your marketing strategy, now is the time to dig into this trend!
Webinars to keep the Crown in 2020 and beyond as Great Lead Magnets
Webinars are live or pre-recorded online events, used to educate attendees about a particular product or service. The format enables a real-time engaging two-way communication between the host and the prospect. Today, webinars are climbing the upward curve for obvious reasons, offering much value to the viewers than any other digital content strategy. These statistics justify that a well-executed webinar is a golden goose to capture sales leads:
- 73% of B2B marketers and sales leaders deem webinar as the most effective way to generate high-quality leads
- 79% of buyers agree to share information in exchange for webinars
- Over 60% of marketers use webinars as part of their content marketing programs
- In 2017 webinars were reported as one of the top revenue drivers for B2B marketers
Webinars give you more Bounce for the Ounce. What does the Market Say?
But the real struggle lies in quantifying the success of B2B webinars.
What’s the secret sauce for generating leads and turning them into sales? Holding a webinar is simply not enough; a strategic approach with the right tactics can help your convert webinars leads into sales and increase ROI.
How do you host the perfect webinar that engage and convert?
Webinars are a powerful tool, and it all starts with an audience-focused approach. Let’s take a roundup of the steps to get the most out of running an online webinar i.e. leads, leads and leads!
Pick a niche topic and define your audience
Strike a problem point, trend, or an actionable topic that compels attendees to give weight to what your brand says. Making your audience feel that your brand is genned up about a particular pain point will induce a sense of trust that you can help them. You can also create a poll on social media and ask what the buzz in the market is.
Buzzsumo says that 20% of webinar attendees turn into paid customers. Consequently, you need to create a buyer persona- a profile that defines your ideal buyer’s characteristics. It not only enables marketers to pull attendees who are not only interested in the webinar but also are potential prospects to buy your products and services. Your ideal buyer data will help you determine:
- Whom to send the invite?
- Webinar Topic
- Duration of the Webinar (67% of registrations are for 60-minute webinars)
- Your Guest Speaker and Presenter
- Channels for your Webinar Promotion
Hit the perfect day/time
Understanding your audience will make you familiar with your viewer’s preference. You can always run through your analytics to decide the most suitable time and day to host your webinar. According to GoToWebinar, Wednesday and Thursday are the best days with 10 am & 11 am as the best time slots to host a webinar when people are most likely to attend.
Hook your audience with a creative webinar content to reduce webinar drop-off rate
Prop up your audience with a short but compelling brand story, but quickly jump into the content part before it starts to become a drag. The webinar content is critical towards optimal webinar lead conversion because it’s not necessary that someone willing to attend a B2B webinar means they’re ready to buy your product or service. Leverage the content that targets your ideal buyer’s challenges, needs, pain points, and immediate needs. Eventually, the goal should be to attract potential attendees to sign up for your webinar. Remember, getting people registered for your webinar is not the end goal, think of converting attendees into potential leads as a result of your webinar. You can choose from the following webinar formats:
It is based on steps to decode a prospect’s problem. Studies reveal that webinar titles starting from ‘how to’ drives more attendees.
To convert attendees into sales-ready leads, you need to stress on value propositions of the product and the ROI that can be achieved. Case studies provide social proof that your product or service can deliver that later can be beneficial in the last stage of the buying process.
Product demos are known to drive sales closure showcasing real-time solutions to the prospect’s challenges. Never deliver a sales pitch in webinars based on product demos. Just keep it informative and transformative.
Also, don’t forget to include a Q&A session at the end of your webinar because 92% of webinar attendees want a live question and answer session post the webinar.
News about your Webinar should be everywhere- Promote Smartly
Promoting webinars requires strategic planning and effort. Without a smart promotional plan, you end up wasting time, effort and budget that goes unnoticed. It’s essential to publicize your webinar so that it reaches your ideal prospect. So, here’s the catch:
57% of webinar registrations come from email. Clearly, email is the most effective promotional channel for webinars. Make a list of email subscribers who fall in the category of your ideal webinar attendees and develop at least three emails:
- Email 1- Shoot this simple heads-up mail around 3-4 weeks in advance, telling people to mark the date.
- Email 2- Send this email a week before to whet your audience’s appetite for learning.
- Email 3- Don’t hold back about promoting the webinar via email right up until the webinar day.
Ask your creative team to design compelling social media promotions for your webinars. Streamline your efforts on social media channels most commonly used by your audience- LinkedIn, Facebook and Instagram. However, for a B2B company, LinkedIn and Twitter might seem more plausible.
Partnering with a 3rd party company to host your webinar will help you leverage their audience to get your webinar promoted. Promote event hashtags, images, and registration links so that the interested people have all the requisite information on hand.
Put a Lead Scoring Process in place pertaining to Webinar Leads
Webinar data provides key actionable insights into the lead quality. So before passing on leads to your sales team, ensure that your webinar-oriented lead scoring model to qualify leads. Consider the following points when scoring webinar leads:
Webinar Registration Data
Webinar signup information unveils necessary details like job title, company size, department, location, and industry.
This engagement data showcases the interaction of each lead with the webinar. Eventually, the data reveals every lead’s interest in your webinar topic. Behavioral information comprises questions, viewing history, polls during the webinar, content downloads, and social media engagement.
Having a lead scoring model in place will provide your B2B sales team the critical information to drive sales closure.
Nurture Warm & Cloud Leads and Follow-up within 24 hours Post- Webinar
Don’t worry when your webinar leads aren’t willing to buy today, maybe they do turn up in the future. Nurturing your warm and cold leads will augment the chances of contacting you when they make up their mind about purchasing your solution. Develop your nurturing content, spot the stage of buying cycle your attendees stand in and identify other vital content assets you can offer in your nurturing stream depending on your sales cycle, with 4-6 weeks a good place to start.
Also, on the contrary, don’t feel reluctant to send out your first email follow-up to your webinar attendees and no-shows within 24 hours of the webinar. Whether your target audience showed up or not, don’t forget to send the webinar recording and the presentation slides. This will eventually help in fostering a relationship with all your prospects and converting those down the line.
Let’s Start Hosting and Drive Leads!
Work doesn’t end after the webinar show is over, right? Not quite. In fact, not at all. The primary essence of hosting a webinar is ensuring that your target audience takes action. After all, you’re providing your audience free information they can always use to do something better: their job, their live, and their world. Creating and hosting a comprehensive webinar and promoting it enables you to maximize your chances of reaching out to as many people as possible, so you can share your expertise with them and strengthen the relationship with your business organization.
Follow the tips above to convert your webinars into lead gen engines. Happy hosting!