Using Webinars for Acquisition, Nurture and Conversion

By redback

Thinking about conducting a webinar, but wondering how to incorporate them within your overall marketing program?

Webinars are a great way to engage prospects and customers wherever they are in the customer journey.

But in reality, no two customer journeys are quite the same, and customers will find your brand and join your marketing and sales funnel at different stages, and with different priorities in mind.

So it’s important to understand the particular strengths that webinars can bring to a marketing program, so you can wield them wisely and well.

 

Acquisition

 

At the acquisition and awareness stage, webinars are a great way to offer in-depth content to your audience on a topic of particular interest to them. It can be linked to your brand but it should never be about your brand.

Advertising your webinar or partnering with other organisations with an audience that’s distinct from but complementary to your own will enable you to extend your reach and acquire new leads if your content is interesting enough.

Featuring an expert speaker or a panel of experts having an informed debate in your webinar is a great way to inform and entertain your audience while providing them with the information and the value they’re seeking.

By including a moderator or speaker from your company, you’ll be able to introduce your brand into the event as it unfolds, alongside the voices of other experts.

In this process, not only are you establishing and building awareness of your brand, you’re also building credibility and brand authority in a particular topic area.

Nurture

 

Once a prospect has been to your website, checked out some of your web pages or downloaded and consumed some of your content, you know they have some level of interest in your product category or service.

At this stage, you can explore how your product category in general helps solve the various related problems your prospects might have.

At Redback Connect, for example, we have an entire website dedicated to helping people improve their knowledge about webinars. Our Presenter’s Hub not only offers a wealth of easily accessible information and resources on how to improve your virtual presentation skills, we know that a lead that comes from here is — or is shortly likely to be — in the market for a managed or remote webinar service.

Lead scoring — whereby points are allocated to leads based on particular behaviours they demonstrate to indicate how close they are likely to be to making a purchase — generally places more value on longer webinar views as this demonstrates a significant commitment, level of trust in your brand and engagement with the topic. In this respect, webinars are great for helping you identify when to move leads through your sales funnel.

Engagement data available from your webinar platform will help you track the level of interest from your lead.

At this point, webinars can help you identify the leads that should be qualified into your sales process.

Conversion

 

At the business end of the customer journey, webinars are a great way to show your product in action solving your audience’s particular relevant problem.

Assume your audience is looking to buy at this stage, and use webinars to ensure your brand is in your prospect’s consideration set.

Webinars enable you to demo your product while answering individual and collective questions. You can also use polls and quizzes to engage your audience in a direct interaction with — rather than passive consumption of — your brand’s content.

If you can convert your lead at this point, all the better. If your prospect is not quite ready to buy, your webinar content can be sliced and diced, served up on demand and re-used to re-engage and remind your lead, prompting them to purchase at a later date.

Or you can try again with another, related topic.

To sum up, webinars are great at offering information, sharing expert knowledge, building brand authority and credibility, nurturing and qualifying in prospects, and cementing the relationship to the point where your brand is entrenched within your prospect’s consideration set, ripe for engagement, activation and conversion.

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