Leaps and bounds of advancement in internet technology have paved the way for webinars as a viable marketing strategy for businesses. By providing free or even paid webinars, business owners have a clear path to lead generation by utilizing the information provided by their participants.
However, it’s not enough to send a follow-up email for successful conversion. Businesses are advised to nurture their leads before letting the sales team take over. Otherwise, there’s very little chance of gaining profit from the target audience. A webinar can be a powerful tool but only if the following are done:
Start by grouping the leads that come through the webinar. There are several possible configurations for this. There are the leads who didn’t show up and those who did. A subcategory can be made from the leads who did show up such as those who finished the webinar and those who left early. It can also be divided according to the leads who took action and the ones who did not.
This makes for an excellent starting point for future action. For example, leads who attended but did not show up may be sent a different email configuration from those who actually attended. Their position in the sales funnel can tell the sales team exactly how to present information for conversion.
After categorizing the leads, the next step is to arrange them according to priority. Those who did show up but failed to convert can be prioritized in the marketing strategy through direct sales. Those who signed up but did not attend can be targeted with further webinar ads to encourage them to attend the next one.
The follow-up email should be sent within 24 hours after the webinar. This helps keep the momentum going and enforce communication. In the follow-up email, send them a thank you for participating in the webinar and offer slides from the event for further study. Businesses can also try asking about their favorite part of the webinar or to rate their experience. During this stage, it’s a good idea to customize the email based on the attendance of the lead.
The truth is that not everyone in the webinar is ready for conversion. Some may need more time but the easy access to these people is already a win. Utilizing their email, businesses can resend more invites, provide relevant content, and maintain a presence through their email address. Ads can also be customized depending on the customer segment to make sure that the person doesn’t go too far back off the funnel.
Another great way to nurture webinar leads would be by using statistics taken from the webinar to recalibrate the format. A feedback form should be given that allows participants to note their favorite parts or topics they’d want to see in the future. This lets businesses expand into other topics which can attract more leads for future webinars.
Our team at SalesGig understands the value of generating qualified leads to initiate the sales cycle. With the use of innovative software, we can coordinate and work with your sales team to make the most out of webinar leads! Call us today and let your webinars work for you!
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