How to Generate High Volume and High Quality Leads with Webinars
- Educational webinars generate demand and create hundreds of high quality leads for the top of your sales funnel.
- Nothing generates interest and engagement like a webinar that educates the people in your target audience about a problem they face. If you pick a relevant topic and give away useful information, you will attract hundreds or even thousands of the very people in your target audience who will one day purchase your product. It’s important to remember that only about 3% of the people who do register or attend your webinar are ready to buy right at that moment. Product webinars only attract those people who are ready to buy. Educational webinars attract the other 97% who have a problem and need a solution. Even though most of the registrants are not ready to buy on the day of the webinar, they are likely to buy what you’re selling at some time in the future in part because of the webinar. Registrants and attendees are high value leads. All you have to do is keep your brand and your offering top of mind. Have your inside sales team call each attendee, not to pitch the product, to pitch more high value information building credibility and top of mind awareness.
- Educational webinars establish your brand and your offering as more credible than the competition.
- Which firm is more credible; the one who pounds you with their corporate spin and product features or the firm that helps you to be better at your profession or solve some problem you face in your daily tasks? Most of us would answer that the firm sharing their expertise via educational events and activities has more credibility. I can tell you from experience the latter destroys the former every time. The best way to demonstrate credibility is to prove it by sharing expertise. Don’t confuse expertise about your product with expertise that helps the people in your audience. Listen to this podcast, An Educational Webinar Success Story, for a great example of how one electronics manufacturer increased leads, engagement and awareness with webinars.
- Educational webinars are a gift to the very people who will one day purchase what you manufacture.
- Giving a gift of education to the people in your target audience evokes a desire to reciprocate. When the day comes around and the people who attended your webinar (which made their lives better) are ready to purchase the thing you are selling, they want to reciprocate and buy from you not your competitor. Top of mind awareness (TOMA), credibility and reciprocity are a killer combination.
- Webinars offer great engagement metrics that will impress your executive leadership team, the sales team and validate your marketing team’s strategy and tactics.
- Yes, you can provide your sales team with a list of leads. Unlike other marketing tactics, webinars offer simple and easy metrics that will quickly validate your success. Imagine telling your CEO that your most recent webinar put your manufacturing experts in front of 2500 prospective customers. If you have the proper tools in place, you can also show how much revenue was generated by your webinar. You just might even be able to impress the CFO when you tell him (and prove it) that marketing is generating revenue!
- Educational webinars will grow your business and enable you to take market share from your competitors.
- You’ll get the attention and engagement of a much larger portion of your potential market by helping them to be better through educational webinar events which share your expertise. While your competitors are stuck in the old ways of sales and marketing like trade shows and brochures talking about their products and their so-called global leadership position, you’re helping the people in the market. You get TOMA, credibility, reciprocity and you take the business from your competition.
