11 Tips for Using a Webinar as a Lead Generation Tool
Aug 3, 2015
By offering relevant content to your audience through webinars, you have the opportunity to generate a large number of new leads. Here are some best practices that will help you maximize your number of registrants and attendees.
During the Registration Phase
1. Personalize email content for individual registrants. Use city/state fields to infer time zone, and registrant data to refer to every registrant by name. “Jim, your Webinar starts at 6PM Tomorrow” is more effective than “Reminder: Webinar at 5PM PT/8PM ET.”
2. Email webinar invitations to relevant sections of your database 7 days, 3 days, and the morning of the webinar. This is in addition to “soft” calls to action inside newsletters and other communication. Conversion rates of webinar invitations increase closer to the webinar date.
3. If possible, set up conditions on single-purpose webinar invitation emails. Send each consecutive webinar invitation only to leads that have not opened the previous invitations.
4. Webinars typically get a 30% attendance rate – so shoot for 3X registrants as you need webinar viewers.
5. Track registration sources separately. Use different landing pages (for separate messaging – e.g. existing customers vs. prospects) or URL parameters to designate lead source. Use this field to set thank you page content – “special offer” and product info for prospects, social sharing buttons for customers.
Before the Webinar
6. Maximize attendance by sending reminders to registered attendees the day before and the day of the event. Include a link in every reminder to an .ics calendar file so registrants can add the webinar to Outlook/iCalendar.
7. Provide “teaser” content in webinar reminders, along with a call to action for two-way engagement.
8. Market the webinar topic (PPC, homepage visibility, blog posts, etc.) but also market the individual speakers. Lesson from TED talks: Viewers register for personalities/stories of speakers as much or more than for the presentation topic itself.
After the Webinar
9. Prioritize webinar registrants for sales readiness by including “percentage of webinar viewed” as a scoring criteria. Require 50%+ as the threshold to determine “success” in the webinar program for each lead.
10. Automatically send the link to the recording to all registrants, but keep some assets (slide deck, for example) so the salespeople following up on the webinar have a useful conversation starter and can provide an immediate value to the lead.
11. On-Demand webinars (recorded events) are great lead generation tools for third-party and partner audiences. Consider video-sharing platforms like BrightTalk with large audiences of IT professionals. These platforms are pricey, but they allow you to use your existing content to increase engagement outside your existing lead database.
Do you have any additional tips that you would add to this list? Let us know by tweeting us @Centerline.