Posted by Marketing & PR on 11 Oct 2019
73% of B2B marketing and sales leaders agree that webinars are one of the best ways to generate high-quality sales leads. But once you have generated these leads, how do you convert them into paying customers?
Webinar marketing is a key inbound tactic for many businesses. But hosting a great webinar is only the first step. To ensure you convert your newly generated leads into sales it’s imperative that you follow up with a strong post-webinar marketing strategy.
“According to Medium, 41% of attendees prefer webinars that run are 30-40 minutes long”
There are a number of ways you can do this, and one of the most important aspects is not letting the relationship go cold. By this, we don’t mean bombarding them with daily emails or phone calls, but by following up with useful content that keeps them engaged with your company and your brand.
Let’s take a look at some of the best ways you can get the most out of your webinars for lead generation and nurturing.
Ask for Feedback
Many webinar platforms have a feature that allows you to poll or survey your audience, platforms like Zoom and GoToWebinar can help you create customised polls to get their feedback. Consider asking questions that will help you gain a better understanding of their interests or knowledge in the topic you are discussing.
Asking for feedback and asking your audience to complete a survey can help you create more relevant content to nurture your leads, identify which leads are sales-ready and keeps the relationship alive.
Make your Webinar Available On-Demand
While a live webinar is a great way to create new leads, it doesn’t have to only reach those that attended. Post your webinar to your website and make it available to watch on-demand at a time that is convenient for your prospects.
Spread the word that your webinar is available to watch by creating a suite of social posts promoting the event and also consider an email campaign to those who attended and may want to watch again, those who registered but didn’t attend and those in your email list that may be interested.
You may want to consider setting your on-demand webinar up as a gated lead magnet, so you can collect people’s email addresses and basic information before they can access it.
Send Thank You Emails
After the webinar has ended send thank you emails to the attendees and invite them to request a call back to ask any questions or direct them to more content they can download that may also be of interest.
This is a great way of not only keeping the lines of communication open but also helps with nurturing and nudging your newly acquired leads further along the customer funnel and closer to becoming a customer.
Prioritise your Leads
Evaluate your leads to determine which are the most and least ready to convert into paying customers at this point in the nurturing process. Your marketing automation software, for example, should have lead tracking capabilities. This makes it easy to see how individual leads have interacted with your emails, webinars, social events and more.
You can also use information gathered directly from your webinar to measure audience interest. Your webinar software should offer analytics reports showing how much the individual attendees engaged. Their responses to your polls and post-webinar surveys can also help you determine which are your hottest leads.
If you would like to see how SharpSpring can help you make the most of your webinars and help you convert webinar leads into customers, request your free demo.
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