These can be difficult times for salesmen. Because of COVID-19, organizing physical events is impossible. On top of this, you can’t go to any networking events to make new connections or engage with warm leads. But all is not lost.
There is one powerful marketing channel salespeople can leverage to reach potential customers: the Internet. In this article, I’ll show you how to run an engaging webinar to warm leads and make sales. But first, let’s look at why the webinar is the ideal platform for selling in the first place.
1. Why Use a Webinar
The average webinar receives almost 260 registrations. That’s a large number of leads you can generate from a single online event. With the right approach, you can turn some of those leads into customers.
According to a study conducted by CFE Media Research, 72% or people will give basic contact information to access webcasts and webinars. That’s a high percentage, considering the fact that people are naturally private beings who don’t like to give away their email addresses or phone numbers easily.
If you’re still not convinced, here are some other statistics to consider:
- 73%of B2B companies say a webinar is one of the best ways to generate leads
- 61% of marketers use webinars as part of their content marketing strategy
- Webinars are cheap. An average webinar costs between $100 to $3000, depending on the amount of promotion you undertake
It’s no wonder then that webinars are used across pretty much every niche. In fact, it’s one of the preferred digital sales channels for B2B companies.
The main takeaway from all of these stats? Webinars deliver.
2. How to Come Up with a Suitable Topic
Now you know webinars are the way to go. The next step is to come up with a topic. You need to come up with a topic that promises something interesting, and then you need to be able to deliver on this promise by the end of the webinar. It’s also a good habit to tie your webinar into what you’re selling.
You probably already have a topic in mind. If you don’t, the easiest way I’ve found to come up with an idea is checking Eventbrite. Just Google, “your niche + workshop + Eventbrite + big city” to get a list of workshops. Make a list of the topics that have the most attendees, and then pick.
3. How to Create Your Registration Page
The registration page is where people who are interested in attending your webinar will sign up. It’s the entry point to your sales funnel. Rather obviously, your registration page needs to convince visitors to sign up.
There are three basic elements to the page:
- enticing headline
- supporting content
- registration button
Here’s an example of a registration page for a webinar on “how to hone your Facebook marketing.”
The headline is all-encompassing enough: “Join Our Webinar Series To Hone your Facebook Marketing Strategy.” This is a good headline, but it could be improved by making it more specific. You want a headline that provides a sense of the benefits you’ll receive.
Here’s an example from Sam Ovens from Consulting.com.
The headline is more specific. Furthermore, you can see that the copy has been distilled to three bullet points, with an eye catching button.
Although this isn’t mandatory, I recommend including a fourth element to your registration page: the bonus offer and/or the statement of urgency. You can add a countdown timer to emphasize that urgency.
Most webinar platforms have a page builder you can use to create a registration page. If the platform you are using doesn’t have one, you can use a landing page builder to design this page and your final sales page.
4. How to Use Email Outreach to Find Leads
I mentioned the registration page is your entry point to the sales funnel. Now you need to get people to enter the funnel. There are several ways to generate leads for your webinar. One of the best methods to generate interest is through targeted email outreach.
Before you begin an outreach campaign, you need to have a clear vision of your customer persona. Once you have your customer persona defined, you can start making a list of prospects.
This is where LinkedIn and email finders come in handy.
You can search for the email addresses of relevant companies through LinkedIn. Then you can search for the relevant people in those companies. Once you have that list, use an email verification tool to find their address.
But how should your invite look in the first place? It doesn’t have to be that complicated. Take a look at this email webinar invite from Skubana:
It’s a nice email format. You have the headline, supporting paragraphs that explain the benefits, and the date and time of the webinar, of course. The invite also showcases the speakers, who are figures of authority in the field.
Finally, at the end, there’s the registration button.
5. Tips for Running Your Webinar
So now you’re all set for your webinar. Your goal is to keep your attendees listening until the end of the webinar. Then you want them to purchase your service or product. That, frankly, isn’t easy.
To start with, you have to look the part. Dress nicely since appearances in any presentation are everything. Go for a look that is between “authority figure” and “approachable type.” You want attendees to see you know what you’re talking about, but at the same time, be someone they can go to if they have any questions.
When presenting your material, strike a balance between serious and fun too. For instance, you can be serious when explaining your primary material, but throw in a joke here and there at the same time. Make sure you don’t lose sight of your goal to sell either.
Here are other tips you can follow:
- Introduce yourself and tell your origin story
- Give the audience the content you promised
- Give them a reason to stay until the end. For instance, a door prize
- Include a Q&A session in your presentation, usually near the end
- End with a call to action (CTA). On your final webinar slide, include a link to a squeeze page or sales page
To maximize conversions on the squeeze page or sales page, make a special offer. For example, you might choose to offer your services at a reduced rate than normal. Alternatively, you could include time-sensitive bonuses for people ready to make a purchase. You should also include plenty of testimonials on the sales page.
Once you’re done with the webinar, don’t forget to do the necessary follow-up. You can send your attendees a “thank you” email. This is a chance for you to make a pitch. As for those who didn’t attend, send them an email with a link to the presentation slides.
Also, don’t forget to ask for feedback on the webinar from all your leads. This will help you make improvements, that is if you decide to conduct another webinar in the future.
Times have changed with COVID-19 now in the picture. But that doesn’t mean that life stops. You need to continue to make sales and generate leads. This is tough for B2B marketers. However, webinars offer you the ability to connect and engage with a large audience.
In this guide, I showed you how to run a webinar that engages and converts your audience. Hopefully, the tips and insights that I shared in this post have motivated you to run a webinar. So if it's your first time to run one, don't be afraid to take that leap. Just do things systematically and you'll have that webinar running in no time.
Owen Baker is a content marketer for Right Inbox, an email scheduling tool, and Voila Norbert. He has spent most of the last decade working online for a range of marketing companies. When he’s not busy writing, you can find him in the kitchen mastering new dishes.