We live in a “Permission Marketing” culture.
Buyers of products and services are more in charge of the purchasing process than ever before. They want to control what information they consume, which firms to engage and when and how they buy products and services.
Webinars area great way to identify prospects who are ready to investigate what you have to offer. They effectively ‘put their hand up’ and say ‘I’m interested’ when they register for your webinar. Webinars can be powerful and cost effective because they reach your prospects at their home or office and can be interactive and intimate, take advantage of digital media and can be marketed through email, online and social media marketing.
The first measure of success is to generate registrants in the numbers that you want. A registrant is a lead – whether they attend your webinar or not.
Successful lead generation has little to do with your firm, product or service
The potential power of webinars can be found in the fact that prospects will judge the merits of the event on its own terms, largely independent of the sponsoring firm or its products or services. Accordingly, virtually any firm can appear to be the market leader or use a webinar to out-market larger or more established competition.
You want to target potential buyers for your lead generation efforts, those who will be likely to respond to your lead generation campaign, and then follow through and buy. Generally, the more potential buyers who see your invitation, the more likely you are to increase leads. And, if you can create a compelling headline (an ad for and ad) for your offer, many more will spend time investigating the benefits of attending your webinar.
For webinars, the invitation list or media selected will always be the biggest factor in getting registrants to your event. And the vast majority of registrants will come from your own email list or a co-sponsors list you access for the event. Alternatively, marketing through social media can generate enormous registration if done correctly.
Secondly, webinar titles and the summary of the perceived value of the event (what attendees will learn from the content) will drive those who hear about your webinar to register.
The more you test, the more leads you generate
Many marketers or marketing teams are afraid to try new things or innovate to find new ways of outperforming current or past efforts. Over time, marketing campaigns by those who are not afraid to try new things will do better than those who are reluctant to do so.
Why? Direct response marketing involves knowing the market. How do you know what marketing media, offer or headline will work for you organization? The only way to know is to put the vote to the marketplace. In short, to take a small portion of your resources and conduct a test. Let the market decide what is most appealing.
Webinars give marketers almost unlimited opportunities to test different lists/media, headlines or “offers”, which in this case means that content presented at the webinar. Take advantage of these as well as view each new webinar as an opportunity for learning over time.
5 simple steps to lead generation success
A simple and effective way of generating webinar registrations is to act on the following five steps:
- Define the topic/problem to which your prospects will respond
- Create the presentation
- Generate registrations (leads) by executing the marketing plan for your webinar
- Convert your registrations to sales
- Repeat what works best and improve where possible
Bigger is generally better when it comes to webinars. Essentially, it takes the same effort and cost to deliver a webinar with 10 attendees or 100. However, do not make your presentation topics so broad that you attract people that do not make good prospects.