You must already know that webinars enable direct, interactive communication with your potential leads. But you’ll be happy to hear that 89% of marketers suggest webinars for producing qualified leads. In fact, with webinars, you can show your expertise in the best way possible. Hence, they let you reach the right clients and boost your webinar return on investment (ROI).
However, only high-value webinars can bring the benefits mentioned above to you.
Worry not; we have some helpful tips for supercharging your webinars.
However, we'll begin with understanding the workings of an ideal webinar strategy.
Your B2B webinar strategy works as the blueprint that guides you in achieving your objectives utilizing available resources. Here are the steps involved in a perfect webinar strategy:
The first step is to define your goal clearly with your webinar. Are you aiming to:
Once you define your objectives, plan your webinar content accordingly.
Consider your goals and target audience when choosing the most suitable webinar format. It could be:
Hence, your chosen format aligns with and engages your audience more effectively.
You must create detailed buyer personas of your ideal attendees. Further, segment your audience based on:
The segmentation will help you tailor your content and messaging to resonate with each persona.
Plan your webinar topics and categories aligning with your objectives and audience's interests. You must ensure that your content:
Consider the buyer's journey and address its different stages.
Invite relevant industry experts or thought leaders as guest speakers in your webinars. Expert speakers can make your webinars more appealing to your audience.
So, find individuals who can bring valuable insights into your chosen topics.
Even when you create amazing webinars, it may go unnoticed without promotion.
Ensure your promotional plan includes the following:
-These channels can be effective in promoting your business.
Also, use compelling visuals and messaging to pique interest and encourage registrations.
Choose a webinar platform that suits your technical requirements and budget. However, ensure it offers standard features like:
Some popular platforms you can choose from include Zoom, GoToWebinar, and Webex.
Strategically executing your B2B webinars can become a potent tool for generating leads and boosting ROI. Here are ten essential tips to enhance the effectiveness of your B2B webinar campaigns:
To lead successful B2B webinars, you must find the right audience. Here's how to do it effectively:
Gain a deep understanding of your niche industry. You can do this by finding out the:
-of professionals in your industry.
Once you've defined your niche, use demographic and behavioral data to segment your target audience further. Consider factors like:
Your audience segmentation will help you reach high-quality leads who will benefit from your offer.
Once you define your suitable audience, you must put effort into making your webinars high-quality. Let us share the five key elements contributing to your webinar quality:
Your webinar content should be highly relevant to your target audience. It should address their specific needs. You can do this by providing insights, solutions, or information your audience can apply to their specific situations.
Charlie Southwell, Marketing Director at Let's Talk Talent, puts it into words in a more clear way-
"One of the most important things about turning webinar attendees to loyal customers is that you give actionable, real advice in the webinar that is not always dependent on them coming to you to deliver the value. Giving away more than is reasonable continues to be one of the key reasons people trust us as a consultancy and decide to work with us. They see the value, and get value immediately within a 30 min webinar, so when they work with us they know the level of advice they will get is going to be even better."
Here’s what we suggest:
It will allow your attendees to follow your webinar presentation easily.
Visual aids such as slides, graphics, and videos can enhance your webinar experience. But, avoid cluttered slides and prioritize visual simplicity to maintain clarity.
Encourage your audience to participate and engage throughout the webinar. Use features like:
-to involve participants
These interaction mediums help you resolve your audience's concerns in real time.
The way you present your content matters. You must prepare to be a confident and engaging speaker. You can do so by:
Depending on your webinar's goals, your CTA must encourage your audience to take desired actions, such as:
Also, you must make it easy for attendees to connect with your team. You can display contact information, social media links, and a chat option.
Your existing audience, such as your email subscribers and social media followers,
are valuable assets for your webinar marketing. Here's how to make the most of them:
Start by building anticipation. Promote your webinar well in advance to your current audience through email newsletters, social media posts, and website announcements. Create a buzz around the event.
Encourage your current audience to attend and share the webinar with their networks. In fact, word-of-mouth recommendations are a powerful way to reach more leads, as 64% of marketers call it an effective way of marketing.
So, offer your existing audience something special, such as exclusive access, bonus materials, or early registration. It fairly incentivizes them and encourages them to introduce your brand to more people.
You must create excitement around your webinar to attract and retain attendees. A strategic pre-webinar engagement sequence can help you achieve this:
Send a series of well-timed emails leading to the webinar. Start with a "Save the Date" announcement, followed by informative teasers, speaker introductions, and reminders as the event approaches.
Utilize your social media platforms to share teasers, sneak peeks, and countdown posts. You can use a dedicated hashtag for your webinar. It can encourage discussions and shares on social media.
Ensure to host pre-webinar engagement activities, such as:
-on social media leading up to the main event.
Design a landing page that’s exclusive for converting your webinar attendees. In fact, you can get up to 26% conversion rate through it. So, let’s see some tips for creating an effective page to land for your target prospects:
Use eye-catching visuals, including:
A visually appealing landing page is more likely to capture attention.
Convey the benefits of attending the webinar. Highlight what participants will learn, the problems it will solve, and the value they'll gain. Use concise, persuasive language.
Ensure the landing page is user-friendly and easy to navigate. Include a clear and prominent call-to-action button for registration. Minimize distractions and keep the focus on the registration process.
You must display positive feedback or endorsements from your previous webinars or partnerships. These kinds of trust signals boost your brand's credibility.
Make sure your landing page is mobile-responsive. It's essential as most people access websites from their smartphones. So, maintain a seamless mobile experience.
Your webinar's value proposition is vital in attracting and retaining attendees. So, here are some tips to create a compelling value proposition:
State what attendees will learn, achieve, or gain from the webinar. Whether it's industry insights, practical skills, networking opportunities, or problem-solving strategies, you must clarify the benefits.
Highlight how your webinar addresses your target audience's specific pain points or challenges. Give a hint of solutions you discuss to their problems.
Emphasize what sets your webinar apart from others. Is it the expertise of your speakers, exclusive content, or access to valuable resources? Make your USPs evident.
Not everyone interested in your webinar can attend the live event. The reasons could be scheduling conflicts or time zone differences. But you can still make it work by offering an on-demand approach:
Record the live webinar and make it accessible to registered participants afterward. Ensure the recording is high quality and easily accessible through a user-friendly platform.
Send a follow-up email to all webinar attendees, whether they attended live or not. Provide a link to the on-demand version and any additional resources discussed during the webinar.
Share on-demand webinar access to interested viewers. Further, engage them through question submissions or give access to supplementary materials. It can lead to valuable conversions and interactions.
This on-demand approach can extend the impact of your webinar.
You can expand your webinar's reach via collaboration with benefiting partners. Check out the following strategies:
Collaborate with industry leaders or companies that complement your offerings. Host joint webinars where each partner brings their expertise to the table. It not only expands your audience but also adds credibility to your webinar.
Partner with companies or organizations that have a similar target audience. They can help promote your webinar in exchange for co-sponsorship recognition. And you can do the same for their events.
Use all available channels to consistently remind and encourage potential attendees. Some of the best channels are:
Send regular email reminders to your subscribers and registrants. Include countdowns, teasers, and updates to keep them engaged.
Create blog posts highlighting your webinar's key topics or speakers. Share these on your website and through email newsletters.
Utilize all your social media platforms to promote the event. Here’s what you can do:
Use paid advertising on platforms like Facebook, LinkedIn, or Google Ads to target a broader audience.
Encourage your team members to share webinar details with their networks.
Participate in relevant online communities, forums, and LinkedIn groups to share information about your webinar. Ensure you follow the community rules regarding self-promotion.
The true potential of your B2B webinar lies in what happens after the event.
See what Entrepreneur of the Year, 2021, and seasoned digital marketing expert, Kevin Miller, suggests on post-webinar follow-up per his experience in the field-
"Follow up with personalized emails, offering additional resources, exclusive content, or discounts directly related to the webinar's topic. You aim to continue providing value and demonstrating your commitment to their success. You'll naturally cultivate a loyal following by prioritizing value over sales tactics. Attendees will recognize your expertise and trust your brand, making them more likely to become customers and enthusiastic advocates of your brand."
Hence, let us learn how to create a post-webinar engagement funnel:
Once your webinar ends, send a series of follow-up emails to attendees. These emails can include:
Or any additional resources discussed during the webinar.
Offer your attendees the opportunity to schedule one-on-one consultations or demos based on the topics covered.
Continue to engage attendees with valuable content that addresses their pain points and interests. It can be in the form of:
Segment your post-webinar email list based on attendee engagement and interests. Tailor your follow-up messages to each segment for a more personalized approach.
You can also read: How to Measure and Optimize Your Webinar ROI?
Through webinars, you can apply the above-mentioned proven tactics to drive high-quality leads and substantial revenue growth.
However, getting professional help leveraging your webinar is the best option.
In fact, to truly supercharge your lead generation efforts via webinars, you need a reliable webinar marketing partner, such as Revnew. Our highly qualified webinar experts can help you leverage your webinars in the best ways.
Are you interested in learning more about how we can help you gain leads via webinars? Connect with our experts!