Webinar marketing is an effective way to generate quality leads and sales for your business. A survey conducted on marketers by Wyzowl revealed that 87% of them found webinar marketing to be effective. This is because 51% of people who visits the webinar landing page will convert on the initial sign up, then about 36% of them will attend the seminar.
With webinar marketing, you can get a conversion rate of 19%. This is high compared to the average conversion rate of a website or PPC ad which is 2.35% – 5.31%.
Generating leads from webinars is good, but turning leads to sales is the best thing that can happen to your business. And that is where the problem is. A lot of marketers generates leads from webinars but finds it difficult to turn leads to sales.
To turn leads into sales during or after your webinar marketing, you need a solid plan in place.
In this article, you will learn how to turn leads into sales using a solid webinar marketing plan.
Let’s get started.
1.Webinar marketing: Integrate your webinar tool with your CRM or email software
The first tip you need to turn your leads to sales is to create a bridge between your webinar tool such as GoToWebinar with your CRM or Email Software (i.e. Zoho CRM, MailChimp, Aweber). To do this, use Leadsbridge’s webinar leads tool to create the bridge between your webinar software and email software.
During the webinar registration, as attendees register, Leadsbridge will help you store their details directly into your CRM immediately. This will enable you to quickly communicate with your audience before, during and after the webinar. It will also lead to closing more sales after the webinar.
The second tip you need to turn webinar leads into sales is to create a survey for your audience during and after the webinar.
2.Webinar marketing: Create a survey for your audience during and after the webinar
The second tip to help you turn leads into sales in your webinar marketing is to create a survey for your audience during the webinar. Ask them if they are ready to buy your product or not, if they still have an interest in learning more about your product or if they want to talk to your sales team.
If you get lots of positive responses during the webinar, it is advisable you do a demo of your product to show the audience how to use it to solve their problem. Those that are interested will appreciate the extra information provided on the product.
Immediately after the webinar, send a short post-webinar survey that can be filled as they log off. The survey will provide insight into how the attendees perceived the webinar, what they like and dislike about it and what you should have done better. Also, ask them if they would like to set up a demo or one-on-one meeting with a sales rep.
Use the responses you gather to categorize your audience into three different segments viz:
- Sales ready audience: This refers to those who agree to set up a demo or one-on-one meeting with a sales rep.
- Needs nurturing: This is for those who still need more information about your product
- Not a fit: This is a segment of your audience who doesn’t fit your ideal customer persona.
When you have this information ready, it is time to follow up.
The third tip you need to turn leads into sales in your webinar marketing plan is to follow up with the leads.
3.Webinar marketing: Create a follow-up campaign to target hot and warm leads
It is time to follow up your leads. This is the third tip to turn leads into sales with your webinar. Remember, you segment them in the second step above according to their readiness to make purchases. It is time to start with the “sales-ready” segment. These are the people who are almost ready to buy your product. So, it is advisable you create a follow-up campaign specifically for them.
Analyze their profiles to get the information you can use to create personalized messages for them. To target this group, give them offers that will make it easy for them to convert them to sales. This includes a special offer, a demo of your product and free trial. These will enable them to take action.
Monitor the people who open the email and only send subsequent emails to them. This will help you focus on hot leads that are really interested in your product and are likely to convert.
The next thing is to create another follow-up series for the “need nurturing” segment, which is also known as the warm audience.
They are the category of people who are not yet ready to buy because they need to know more about your product. For this category of attendees, you need to create a nurturing follow-up campaign for them within 24 hours of the webinar. This is because the attendees will wait to hear from you, especially those who are interested in your product.
The first follow up email should contain the webinar recording and presentation slides, or a link to where it is uploaded on your website. This step will help you build a solid relationship with your prospects.
You could also include case studies, research reports, or an e-book. At the end of the follow-up email, let them know who to contact if they need to see a demo or set up a meeting with a sales rep.
The fourth tip to turn leads into sales with your webinar marketing is to create a retargeting campaign for attendees
4.Webinar marketing: Create a retargeting campaign for attendees
Apart from nurturing your leads with follow up emails, you can also use a retargeting campaign. Most people are busy and their inboxes are full of emails from different companies. So, ignoring your emails is very easy. A great way to position your product before them is by using a retargeting campaign.
Create ads that remind them of the webinar and the value of your product. Ensure your messages are personalized and complement all other marketing strategies you use so you can maximize your conversions.
A retargeting campaign will help you keep your leads warm and gently lead them through your buyer journey stages.
The fifth tip to turn leads into sales is to provide a webinar replay after the event is over.
5.Webinar marketing: Provide a webinar replay
The fourth tip to turn leads into sales is to provide a webinar replay. The webinar is not over after the event. You need to give more people the opportunity to watch the replay. A survey revealed that one-third of webinar attendees watch a replay of the event.
The truth is, people, want to consume content whenever they want. Providing a webinar replay will allow more people to watch your webinar when they want to.
To do this, send a replay link to their emails to help capture the audience that prefers to watch your webinar when they like. Find a sample from Leadsbridge below.
The email is short, interesting and enticing.
Webinar marketing is a tested and proven strategy to get leads and customers for your business. It is easy to generate leads but you must have a clear webinar marketing plan that will help to turn leads into sales. Use the above 5 tips to help you turn leads into sales.
It’s your turn!
Have you tried webinar marketing before? Were you able to turn leads into sales? Share with us in the comment section below.