If you have ever trained to run a marathon, competed in a triathlon, or trained for a charity bike ride, you undoubtedly sought out a coach, a magazine, or a source of information to provide training tips or some words of wisdom. At first it’s a real challenge, but after you have run your first marathon or completed that triathlon, it gets easier each time. You know what works and what doesn’t. But during those first few training runs or rides, you relied heavily on those tips to get you to the finish of each of your events.
Developing and promoting webinars for the purpose of generating sales leads is really no different than the process of training for a marathon or endurance event. It’s much easier when you get a few tips from those that have already put on dozens of webinars and made the mistakes so you don’t have to. Following certain industry best practice is crucial if your goal is to generate as many sales leads as possible from your first or next webinar.
As someone who develops and promotes webinars with some regularity, I've collected a few easy-to-follow tips you should keep in mind when preparing for your next webinar. These tips will keep you focused on providing value to your target audience, provide a great experience for your webinar attendees, and help develop a compelling presentation that generates additional interest in your products or services and nurtures your leads towards becoming loyal customers.
Expert Tip #1:
Aligning your target audience’s needs and desires with your need to generate leads for a specific product line or service helps you focus on the most effective topics. These topics will benefit both your target persona and your lead generation efforts. Click to Tweet
This is probably the most important tip for generating qualified leads for your business. If you can create a story that ties together your prospects' challenges and how your product or service can solve that challenge, it’s a win-win for everyone. Make sure that your webinar addresses a specific need that your prospects have.
Expert Tip #2:
As much as this is a sales presentation and you are trying to sell something, DON’T SELL SOMETHING! Focus on being educational and persuasive, not on selling. Follow up emails, calls, and your offer are where you do your selling. Click to Tweet
While this tip might be seen as common sense for those who have been involved in content or inbound marketing for some time, this is a new concept for those who are not used to this “inbound methodology” that focuses on providing educational information instead of “always be closing” or pitching something. Webinars are a great way to provide additional information to webinar attendees and shouldn’t be focused too heavily on selling something during the webinar. Tell a story and make it a compelling one—don’t use the webinar to sell… that’s what follow up emails and your special offer is for.
Expert Tip #3:
The special offer should somehow be related to your main point or the case that you are stating during your presentation. A special offer will be better received by your webinar attendees if it’s applicable to what you have been discussing. Click to Tweet
If you are going to offer something special to webinar participants, such as an eBook or other offer, make sure that it’s related to something you discussed during the webinar. This can help to provide additional value to your webinar attendees and creates a better user experience.
Expert Tip #4:
Use graphics that tell your story rather than relying on a lot of text on the screen. Even if you plan on using a script with your notes, which we recommend, nothing is more boring than a PowerPoint with bullet points and lots of text that the presenter is reading. Click to Tweet
Most presenters struggle with putting too much text on the screen and not relying enough on graphics to tell the story. Spending a little more time choosing graphics that can tell your story can help keep your presentation interesting and stimulating for attendees.
Expert Tip #5:
After the webinar is over, continue to provide value to your webinar attendees and those who signed up but couldn’t attend. When sending your follow up email, include a link to a landing page that has both the recorded version of the webinar and the entire presentation. This enables those who couldn’t attend the ability to view the webinar and hear your message. Another benefit of using a landing page to host the webinar recording (and possibly a SlideShare) is that you are driving traffic back to your own website (rather than YouTube or Vimeo) and have a contact form that can be filled out after someone watches the webinar. Click to Tweet
If you are like me, you regularly sign up for webinars knowing that you won’t be able to attend, hoping to get the SlideShare or recorded webinar that you can listen to when you have a few minutes to spare. This is why it’s extremely important that you send very thorough recaps of the webinar to both those that attended and to those that did not. One additional advantage to sending a thorough recap is that it creates an additional touchpoint -and can reinforce your message and provide another call-to-action for your offer mentioned in the webinar.
For additional tips and to learn the step-by-step process for generating sales leads from webinars, register for the December 17th webinar at 1pm EST.