Follow these 3 webinar tips and your webinars will start generating leads in no time.
Since embarking into Social Selling full-time in 2011, I’ve had some great mentors. One of these mentors is Ken Krogue at InsideSales.com who has built a lead generation machine that 99% of companies could only dream of.
We’ve built ebooks and webinars together, and the effectiveness of the webinars always blows my mind. The InsideSales.com team in Utah are like an army of mad scientists cracking the code on lead gen. Here are 3 tips to creating a successful webinar.
1. Don’t Do a Webinar Unless You Have a Panel
No one wants to come to your next webinar, only to find 1 or 2 people from your company talking. That stinks of product pitches. Webinar attendees are seeking tactics that solve their problems.
The value of the panel is to first improve the client experience. However, the main objective is to take “unknown” leads from your panellists’ CRM (when they promote the event), and have these potential attendees register for the event (placing their contact information into your CRM). My drawing below illustrates what I mean (ignore the fact that my drawing below sucks, it still paints a great picture.)
You can exponentially grow your lead funnel using other companies’ CRMs. Choosing the right panelists becomes the science behind a webinar’s ability to go viral.
2. Have a Prescribed Webinar Promotion Kit Ready For Your Sales Reps
This is the difference between only your marketing department promoting the event, versus every sales professional on your team (plus the panelists and their company). Here is a screenshot from an InsideSales.com event we did in March that had 10,000’s of attendees. Each of the panelists was given a kit that made promoting the webinar DEAD SIMPLE.
It contained email templates, as well as LinkedIn, Twitter, Facebook and Google+ posts pre-written. All a sales rep needed to do was copy and paste. Even a suggested promotional calendar was included.
3. TIPS, TACTICS and Following-Up On Leads From Your Call-to-Action
Have a call-to-action right in the webinar. This literally presents the next step while they are live on the call, and if your platform can support it, have a downloadable link. Now you can track which attendees are keen enough to learn more.
Immediately after the event, you want to share the recording with all registrants. Included with the recording needs to be that call-to-action again (for non-attendees). Get the registration list into the hands of your sales team ASAP. You should also have a downloadable call-to-action with the recording, so that you can track their buyer behavior (if you have marketing automation). You want to concentrate your lead follow-up efforts on people who demonstrate the highest likelihood to buy. Leads expire like milk in the sun! According to InsideSales.com, you have a 21X higher probability of moving a lead to an opportunity if you follow-up within 1 hour! It’s sales’ responsibility to speak to leads, when the leads are the hottest!
Want more tips on organizing your first webinar, or on enhancing the results of future webinars? Schedule a time with me to chat using the button below.
