How to Convert Your Webinar Leads into Sales

by David Jones Digital Marketor

Webinar marketing emerged as an integral marketing tool in the midst of a global pandemic shift. Among the few ways B2B sellers have found themselves staying in touch and staying relevant in this age, webinar marketing is a great way to generate high-quality leads from your audience.

Webinars have been popular for more than a decade, but in 2020 it introduced a massive shift towards digital meetings and conferences. In terms of security, but also reach, webinars have proven to be a reliable and integral part of B2B marketing plans.

What is Webinar Marketing?

Webinar Marketing, very simply, uses webinars to promote your business. But as the popularity of webinars has grown, the term has become somewhat ambiguous. Webinars have some of the most promising traffic rates over 44% for marketing webinars. Up to 60% can be reached for training webinars.

Since the average duration of webinars is about an hour, webinars are one of the longest engagement formats that generate engagement that you can create. It is only a matter of strong promotion to make the ball roll with those present, and most sellers agree. Then why don’t companies use this miraculous tool to bring in tons of leads for their business?

Honestly, they are. But conversion rates for potential clients on webinars are very low. Most marketers expect a single-digit conversion rate on webinars, although studies show that well-hosted webinars can have up to 40% conversion rates. So how do you make sure you use best practices to create a webinar?

Before you get to that, let's take a look at the webinar sales left and how it works.

How does the sales flow for a webinar work?

The sales flow for the webinar is not too different from the normal sales flow. The only real difference is that the object of sale is not a product or service but an event.

Webinars must be planned as events and sold as products. Once event planning is in progress, you will need to engage participants through stage content and marketing. When you interest participants, it’s up to the sales team to push them further down the sales left with offers, expert content, and encouraging guidance. If this process is done properly, webinar streams can bring several potential webinar clients over a period of time.

But if you are looking for a webinar strategy to make sure you have a successful webinar, you need to look beyond the basics. The right content, the right topic and the right time are crucial. But for unprecedented results, you have to use unprecedented tools. There are a few lesser-known elements that are overlooked when converting potential customers from a webinar to a powerful sales pipeline. The BDA strategy Deck 7 is a great approach to webinar marketing and helps you prepare for the webinar in advance.

What is a BDA strategy?

The BDA strategy is the original deck strategy 7 which divides the success of any event or plan into three steps, i.e. Before, during and after (BDA). This allows us to go back and look at the event, in this case - the webinar, in terms of the time periods that can be applied. The strategy offers specific guidance for each phase and offers a path to successful conversion of potential clients at webinars.

How to use BDA for webinar success

Let's look at the elements of the Before, During and After strategy.

Before the webinar - attract potential customers

Communication

Get to know your audience: Understand your customer and their problems to make sure you attract the right audience to your webinar. The better your targeting, the more potential webinars you will convert.
Send the first email notifying the audience of the webinar a month in advance.
Regular monitoring of details and information.
Submit webinar-related content and details to generate and retain interest.
The day before the webinar, send a reminder.
The final lasts 10-15 minutes before the start of the webinar.

Equipment

Make sure you have quality audio and video recording equipment for your webinar.
The platform must be easy to use and have appropriate functions to help you navigate.
Both your webcam and computer must be ready for webinars!

Promotion

Bring guests and co-hosts for your webinar. Co-hosting a webinar or bringing in a guest with some expertise will allow you to reach a new audience and target new potential customers.
Use multiple channels to effectively promote your webinar. LinkedIn may be a trusted platform, but don’t limit your efforts to one channel.
For a wider reach, use paid ads to promote the webinar. This not only increases the visibility of webinars, but also builds brand awareness for your business, bringing in more potential customers for conversion

For Lead Generation Services - CONNECT WITH A LEAD GENERATION SPECIALIST

During the webinar - hire potential clients

Engagement

Address the audience with their names.
Instead of waiting until the end, add occasional questions for more engagement.
Use digital whiteboards to draw your ideas or frames.
Give sales representatives the opportunity to join the webinar by gaining first-hand knowledge of the audience and their critical requirements that will help them better target potential webinar buyers in the future.

A Survey

Never forget to survey your audience. There you get their clear intention.
Be creative when asking questions based on a survey. Understanding what you want to know from the audience can be a good first step in creating your questions.
Make your choices simple and clear so that you understand their real purpose.

After the webinar - Nurture water

Communication

Send an email within 24 hours of the webinar thanking those present.

Request audience feedback via survey within 48 hours of the webinar.

Get involved in webinar guides by sending them emails with relevant teaching materials and a clear call to action.

Be responsive in communication and nurture potential customers until they convert.

Retargeting

Retarget your audience through ads and campaigns.
The sales team can target attendees by sending them a snapshot and webinar slides.
The webinar can be turned into a resource on the website for future visitors and used to generate new potential customers.