Webinars are an extremely cost-effective yet dependable tool in your marketing arsenal to generate leads.
Marketers can measure the success of their efforts and audiences enjoy the depth and engaging nature of webinars. Webinars also establish your brand authority and generate trust, fortifying you as subject matter experts and thought leaders in your industry. People are more likely to buy from you when they know and trust you.
But good things don’t come easy and conducting successful webinars is no cakewalk!
Use these 10 tips to make your next webinar less daunting.
How to get started
Successful webinars need a powerful combination of tools, but it’s an absolute pandemonium when the time comes to actually shop for them. Just the sheer number of options can make your head spin!
Choosing these tools can be tricky – “how to record”, “where to host”, “how to engage and move leads down the funnel”.
Let’s look at the tools you will need to conduct a webinar.
Tip1. Choose the Right Webinar Hosting Tools
Webinar platforms come in a variety of specifications, prices, and some have a limit on the number of attendees.
Make sure to use trial versions to see if it fits your marketing scope, and get the ones that integrate with your automation funnel.
- GoToWebinar: Cost: Starts at $89/mo for up to 100 attendees. Some useful features include webinar templates, custom branding, reporting and analytics.
- Adobe Connect: Costs $130/mo with a limit of 100 people. Adobe’s webinar service is extremely customisable and offers complete mobile collaboration, recording, built-in analytics, Microsoft Outlook integration etc.
- Demio: Costs $69/mo on an annual plan with rooms for up to 150 attendees. It offers HD, real-time streaming, live support, capability to join the webinar from your web browser or from mobile.
- AnyMeeting: Costs $12.99/mo with a capacity of 30 attendees. It is mobile-friendly and supports Facebook and Twitter integration.
- Zoho Meeting: Free version for life with up to 10 attendees. Some useful features include screen Share, polls, Q&A, and raise hand. Upgrade to a paid plan to increase the number of attendees.
- Zoom Webinars: Free for life version can host up to 100 attendees. Useful features include screen share, reporting & analytics, on-demand viewing, live support.
Tip2. Use High-Quality Recording Equipment
If you plan on making webinars a part of your long-term strategy, don’t try to save a buck and get any equipment that simply gets the job done.
Here are our product recommendations to make sure that your webinar is professional-looking:
- Microphone: Heil PR-40, Blue Yeti
- Boom Arm: Rode PSA 1, Samson MBA38
- Webcam: Logitech C920
- Lighting and Green Screen: Neewer Background Support System
- Earpiece: Sennheiser PC 8 USB
- Webinar Cart/Standing Desk: VIVO Adjustable Standing Desk Converter
What to create
Once you’ve invested in high-quality tools, it’s time to think about your webinar process, how to engage audiences and create content that can be repurposed.
Tip3. Create engaging content and flow
Select the webinar formats most suited to your business objectives and chosen topic.
Here are some points on how to create engaging content for your webinars:
- Create a script based on your slides, so you will not feel anxious
- Mention key takeaways at the beginning of your webinar
- Keep the webinar humorous and light-hearted
- Pepper your webinar with key stats and quotes
- Audiences love the interactive element of Q&A sessions
- Finish your talk in time, so you can take questions from the audience
Tip4. Repurpose webinar as supporting assets
Your webinar takes a lot of effort and budget so double up and reuse it for increasing ROI.
Here’s how to smartly repurpose your webinar:
- Create a blog post based on your webinar
- Create an infographic
- Turn your webinar into slides and upload to LinkedIn Slideshare
- Turn key insights into social posts
- Create short video-clips from your webinar
- Gate the webinar on the website and make it on demand
Where to promote
Congratulations! You’re all set and ready to promote your webinar.
Stats reveal that 15% of people register 14 days in advance, 52% in the last 14 days before the webinar and 33% don’t sign up until the last day.
Point being, promote as early as you can and don’t stop until the very last minute! Here are some tips to help you start in the right direction.
Tip5. Promote with Email
Email is by far the highest converting channel for webinars, 70% registrants come through email.
Use these tips to increase conversions:
- A/B test your subject lines
- Include good visuals and a teaser video
- Ask registrants to book the event on their calendars
- Resend invites to anyone who hasn’t opened
Tip6. Leverage social platforms
Promoting any event, including a webinar, is a time-sensitive matter. Share it on your organic social channels from the start and get your team members to promote it as well. But if you need the registrations quickly and on a larger scale, what can be better than ads?
- Create a set of social posts and use a social media management tool to schedule posts
- Use social analytics to figure out the best time to promote posts
- Use a unique hashtag for your webinar consistently across all social media platforms
- Pin posts that contain registration link to the top of your feed
- Create awesome creatives and ad copies, put all the details correctly and have an amazing CTA
- Run a countdown campaign, with ads showing how many days are left for registrations
- Make it clear from the start that the seats are limited
- A national targeting campaign can present challenges, prioritise budget allocations to major metro areas
How to convert
Now that you know how to create and promote the webinar, an important question remains. How do you convert the traffic into definite leads?
By firstly setting up a dedicated landing page for registrations, and then integrating it with a capable marketing automation tool.
Tip7. Setup the landing page
Your landing page is the funnel, or at least the very top of the funnel. It’s important to set it up and optimise to convert the traffic into leads.
Here are some tips to get you going:
- You can set up a registration page using one of these solutions: Leadpages, Clickfunnels, Unbounce or Instapage.
- If you have a website on a custom CMS, WordPress or any other platform – you can easily create a landing page on it.
- Point eye to the form, use contrasting but complementary colors, make the CTA stand out and always optimise for mobile.
- Limit form fields to name and email address.
- Keep the copy of the page light and focus on a great webinar headline and benefits for attending.
- Put a teaser video on the landing page.
- Provide information on the date and timing.
Tip8. Integrate with Marketing Automation
Once a person registers, you need to have a marketing automation platform in place to communicate and engage the leads. But more importantly to score the leads and qualify it to pass onto sales.
- If you have a small to medium-size business, tools like ActiveCampaign, MailChimp, Campaign Monitor and Zoho are some of the best options.
- For enterprises Marketo, Hubspot and Pardot are some of the best platforms out there.
- Setup email campaigns for pre-event at least 3 weeks earlier and send out post-event communications within 24 hours.
- Set lead scoring for profile data – the more information you have on a lead, the higher the lead score.
- Set lead scoring for behavior, emails they opened, actions they took – someone who registered and attended will have a higher score than those who didn’t attend.
How to measure success
So your webinar went great and your audience loved it! But how do you tell whether you achieved your business objective or not? The only way to tell is to be able to quantify the outcome.
Tip9. Track the right KPIs
From the get-go, you need to be able to know your KPIs. You can’t measure success if you don’t know what it looks like.
Here are some KPIs to track:
- Webinar engagement score
- On-demand views
- Conversion rates
- No. of leads/registrants
- Leads engaged
- Qualified Leads (Sales ready)
- Leads closed
Tip10. Calculate ROI
When you can claim success and put the numbers together to back it up, it speaks volumes!
Here are some formulas for you to calculate success:
- Total Sales = Qualified Leads x Conversion Rate
- Webinar Revenue = Total no. of sales x AOV (Average Order Value)
- Final ROI = Webinar Revenue – Webinar Cost
Want to go from planning your webinar to converting attendees into leads?
Check out our Kickass Webinar checklist to help you plan and execute your webinar effectively in 4 weeks.