6 Tips to Host a Webinar and Drive Sales through it
In B2B, webinars are one of the most powerful sales and marketing strategies, especially if you want to convert high-ticket leads. About 73% of marketing and sales leaders vouch for webinar as one of the best ways to generate quality leads.
Educating your audience about your niche, sharing never-heard-before industry insights and personal experience in the field creates authority and trust. And, if you are willing to travel the extra mile and offer your audience measurable benefits either in terms of time or money, webinars can be your ultimate sales-driving tactic.
B2B companies hold almost 61% of the total webinars in a year but not all are as successful as you expect them to be. Infact, only 2% of them enjoy an audience nearing 500 attendees, and amidst the rest, 44% have less than 25 attendees.
Since the success rate is so low, you must be well-prepared with all the tips and tricks under your sleeve before you launch your first webinar. Here are the top 6 tips to begin with!
1. Ensure that your webinar is mobile-friendly
With most company operations moving online, smartphones have become an all-in-one office for people across the globe. This pocket-sized screen carries all official communication especially during transit, implying that one section of your webinar audience will also log in through their phones.
Since most stopgaps come from technical issues or internet connectivity problems, optimizing the webinar platform for smartphones is a must. This will ensure that your attendees don’t waste time muddling through the settings and instead are entirely focused on the lectures.
To ensure a flawless mobile experience, you also need to amend your presentation for small screens. Use big text and colorful graphics to make it reader-friendly. Remember, smartphones are not just the present but also the future and if your webinar fails to comply with it, you will lose out on plentiful hot leads.
2. Make use of all available channels to promote it
Everyone has started spending online and since there are an overwhelming number of ads all day, viewers tend to be ignorant towards it. But you definitely want an audience and you want them to be interested. So, what do you do?
Create a buzz about your webinar and craft a cross-promotional marketing strategy. Start your promotional activities a month before the launch, create meaningful advertisements, and strive for greater visibility. Irrespective of the budget, your marketing activities must be able to create a stir in the industry, if you really wish to achieve your desired results.
Optimize your company website with relevant advertisements that include powerful call-to-actions, pop-ups, and even posters. Use your brand’s social media handles and networking groups to hook the audience to your upcoming webinar. Make sure you spend a lot of time crafting email marketing campaigns as it accounts for 57% of webinar registrations. Add some human touch to it, create a sense of urgency, and be consistent.
Remember, marketing done well, never fails.
3. Pick a niche and create impactful content
B2B has evolved over the years and the consumers are more aware than ever. Salesy, cringy, on-the-face, content has long lost its control in the market. It’s 2020, and audiences are entirely value-driven. To appeal to the modern educated consumer, your content should be able to solve their problems, educate them, and also deliver tangible benefits.
Focus on a specific topic that you think needs to be addressed but lacks valuable content. Develop high-quality content tailored with customized professional opinion reflecting your thought-leadership in the industry.
Make sure you keep your audience engaged throughout the webinar and use all forms of media wisely. While you are nearing the end, give them a sneak-peek from your paid course or product offering and leave them wanting for more. The curiosity will generate hot leads, from where your lead nurturing process should pick up leading them to the final stage of the sales funnel.
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4. Craft actionable Call-to-Action and launch it wisely
When people sign up for your webinar, the primary intent of the audience is to learn. Your webinar may be a few hours long, but you can’t always deliver everything. Plus, you are not here to educate alone, you also want to drive sales through it. Thus, you need to be crystal clear about where to lead your audience once the webinar is carried out successfully.
Whether you want them to download an eBook, subscribe to your newsletter, or simply buy your product. However, to facilitate your desired movement, you need to know the art of crafting CTAs or Call-to-actions.
While most modern softwares are pre-configured with call-to-action features, you still need to know the basics. Make it clear and easy-to-understand, offer a price that cannot be missed, and make its value binding on your audience.
But that’s not all, you also need to know when to launch it. If you strike before the iron is hot, your pitch will be devalued. Strike when it’s late, you do not have a chance to explain it properly. The best time is to pitch it while you are dealing with the audience’s objections or roadblocks. It will not only be less salesy but also more convincing.
5. Drive engagement with Social Proof
Social Proof has a glorified history in sales persuasion tactics. It is one of the master cards that almost never fails to show its magic. And webinars offer a great platform to showcase video testimonials and capitalize on it.
There’s nothing more convincing than a satisfied customer narrating his/her personal experience with your brand. So, instead of telling your leads “My course has been successful for *so many* people in the past”, why not invite them on live webcam and give them a few minutes to tell their story to your attendees.
Seek approval from your past customers and ask them if they are comfortable coming live on the scheduled day and time. If live-streaming is not possible, you can also request short videos that you can play while or before the webinar.
6. Know when to follow up
B2B audiences strive for quality content and now that you have delivered it via your webinar, you are expecting sales. But hey, sales don’t come so easy especially when you are dealing with entrepreneurs, general managers, or CEOs. That’s why right after the webinar, you must follow up with some exclusive content tailored to persuade the decision-maker.
Follow-ups are easy to forget especially after the tedious webinar but they go a long way in lead conversion. Typically, you should send a follow up within an hour of the webinar and you can use tools with automated settings.
Send thank you emails with bonus content or summary slides to your participants. You must also send them to those who registered but were not present during the webinar. These follow-ups are a great way of getting feedback and conducting surveys for future hosting.
Sometimes, it also happens that people who attend the webinars are just representative of the key decision-maker(s). So, you would want to send them some material so that they can persuade their seniors to engage with your brand. Use the follow-up email for this purpose as well. Bonus points for a subtle yet powerful CTA!
A Final Suggestion
Webinars might be a bit tricky to handle, but if you look at them as your blog with a live audience, a lot of things will come into perspective, like the way you pitch your product, discuss the topic, or address the audience’s pain points.
Just like regular blogs build up a community or a reader base, webinars at regular intervals make loyal content consumers for your brand. When you engage with them frequently, they will become invested in your label and then you can funnel them to sales.
However, if you are still struggling with the launch of your webinar, it’s best to consult B2B sales and marketing consulting firms. They are equipped with all the master-tips there is to create a buzz about your webinar and ensure its success.
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