Generating leads with webinars
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Generating leads with webinars

4th December 2019
By Tom Ladle

On our blog we’ve talked about the benefits of webinars, one benefit we haven’t discussed in detail is how great the tool is for generating leads. Well, anticipate no longer because that’s exactly what this post is going to be about. One of the biggest challenges faced by SMEs is simply finding customers. You might not have the brand recognition needed to get customers flocking to you, so must be more proactive when generating leads. Online events act as an inexpensive tool to help showcase your brand and ultimately gain insightful customer data that can be converted into valuable leads. Here’s how.

1. Build brand awareness

No one is going to buy from your company if they’re unaware you exist (mind blowing, we know). If you’re a company that churns out quality content, has valuable insights and needs a platform to reach a wider audience, then webinars are an option. Consistently holding online events that provide value to your audience, even if numbers do start out small helps build trust in your brand. Your audience are aware they’re getting all this wicked content for free, without having promotions shoved in their face 24/7.

‘Once a consumer bonds to your brand, they’re more likely to make repeat purchases with little to no forethought –– which then bridges the gap between trust and loyalty’[1].

 2. Customise customer registration

Custom registration you say, that’s right! Webinars allow you to customise the data you receive from your audience members, generating leads of only the highest calibre. Depending on whether you want the broadest audience possible or the most targeted, this is where a customisable registration process plays into your favour. Depending on the data you receive you can work out strategies on how to best chase and qualify your most valuable leads.

Be wary of how much information you are asking for and the quality of your content. If you’re asking them to provide their whole life story (not literally) then you want to ensure your content justifies this. If your audience have a genuine interest in what your event has to offer, then they’re likely to provide any information you ask for (within reason).

3. Interact with your audience

Something jolly good about webinars is they’re packed full of features that enable you to interact with your audience. With surveys, Q&As and polls you can get instant feedback and learn how to improve your online event, in turn generating leads.

Encouraging active participation from your audience lets them know they’ve got a voice and don’t just represent another money-making opportunity. If you curate your topics so that each event addresses a problem your target audience faces, then you’re onto a winner! Your audience will be more willing to engage with your event and value your company’s opinion.

4. Follow up, follow up

Imagine the scenario, your company has just held a showstopper of a webinar. The content was fantastic, and a large audience tuned in. You pat yourself and others on the back for a job well done. But then you forget all about it and don’t follow up. All that hard work for nothing. Webinar platforms will allow you to send follow up emails to people who attended. This is another chance to get feedback and reaffirm any leads. This is a vital step in the process of generating leads and shouldn’t be ignored!

Ensure that you include a call to action with your email, this will help you weed out your audience based on who is worth targeting. If they unsubscribe, you start to develop a better understanding of who’s worth catering to in the future.

Leads for days

If properly utilised an online event can be fantastic for generating leads to maintain and grow your customer base. If you provide value to your audience, they are inclined to return the favour. Hope we’ve provided some value and helped you better understand one of the many benefits that comes with large scale online events.

[1] https://blog.hubspot.com/marketing/brand-awareness