The webinars or webinars are content in video versions that focus on providing knowledge and training. In many cases, the content is broadcast live, leaving a space for questions from the audience, and then it is recorded and stored on a platform to be able to reproduce it on demand. The duration can be variable but is normally limited to 1-2 hours maximum.
The objective of the webinar is to
explain a topic in-depth, for example:
How to use a digital tool or program.
The benefits of a certain product or service.
Serve as an introduction to the topics that will be
covered in a longer course.
Share knowledge on topics related to the sector in which
the company works to position itself as an expert in it.
Typically, webinars are made available to users
for free. Signing up is considered a clear signal of
interest in the brand sector and can serve as a basis for introducing the user
to our lead generation strategy.
As it is extensive and focused content, if a user has attended
a webinar (or has even actively participated by asking questions), we can
consider it a quality lead.
How to create your lead generation webinar step by
step
1) Define the basics
The first step is to be clear about what you
want to achieve with the webinar: in addition to capturing more leads for
your database, you may want to promote a new product or service, position
yourself as a benchmark in a specific sector, clear up doubts on a related
topic. with your brand, etc.
Next, you will have to specify some key
elements of the webinar :
What is your target audience?
How many people are you going to host the webinar?
The day and the hour.
The duration of the webinar, both of the presentation and
of the time devoted to questions.
The lead magnet,
that is, what are you going to offer users as a "hook" at the end of
the session: courses, ebooks, discounts.
2) Create the event and configure the encoder
In order to launch your webinar, you need a platform that
allows you to schedule live events (YouTube is our favorite) and an encoding
tool to manage the broadcast signal sent (at Cyberclick we use OBS). In
this article on digital marketing webinars you can
see more information on how to solve all the technical aspects.
3) Create the landing pages and recruitment forms
Once you have defined the main details of your webinar,
you will have to start thinking about attracting people to it. The idea is
to capture as many users as possible who can become leads, but always taking
into account technical and management limitations.
As in any lead generation strategy, we will have
to create a landing page where we explain the most outstanding
information of the webinar and invite visitors to join through a
form. Since we are offering high-quality content, we can create a longer
form than usual. In this way, we also make sure that we are attracting
quality leads.
4) Promote the webinar through email marketing
As part of the lead acquisition form, people interested
in attending the webinar will have left their email address. Therefore,
you will have to create a series of emails that are sent
automatically to registered users, indicating the day and time of the event,
how they can connect to it and what are the options to interact. At a
minimum, they should receive the first email when registering, a reminder shortly
before the live broadcast begins, and a post-event email with a link to the
recording.
In addition, it is also interesting to send an email
announcing the webinar to the users of your email
marketing database. Since they have already shown a notice
in your brand, chances are high that they will want to sign up.
5) Promote the webinar through other channels
To continue to attract people potentially interested in
your email and encourage them to register, I recommend that you also promote
the webinar through other digital marketing channels:
Your brand blog. Here
you can take the opportunity to write a long article explaining all the details
about your webinar, the topics you are going to cover and the benefits it will
bring to the attendees.
Your social networks. In
addition to sharing your blog article and making a series of reminder posts, it
can also be interesting to share it in groups related to the topic of the
webinar on Facebook and Linkedin.
Facebook Ads. A webinar is
a good occasion to launch a promoted campaign and thus reach new users
potentially interested in your brand.
SEM. Do a keyword research
focused on attracting people interested in learning about your webinar topic
and link it to the landing page that you have created to promote it.
3 keys to success for your webinar
Digital content has boomed with the coronavirus pandemic,
and webinars are no exception. Many brands have realized the potential
interest of this format, and that has increased the competition and that it can
be difficult to attract users.
That's why HubSpot has been interested in the factors
that help to attract attention and get users to sign up for your webinar and
has distilled them into these 3 keys to success.
1) Content focused on the passions of your target
audience
HubSpot asked users what type of webinars they were most
likely to attend. 27% chose "webinars that teach me more about my
passions or hobbies", 24% chose "webinars that entertain me" and
18% selected "webinars that teach me something about my career or
professional sector". 22% selected "all of the above".
The bottom line is that users are more likely to attend
webinars related to hobbies and free time, but even so, if you dedicate
yourself to B2B, your potential audience would be around 40% of consumers.
2) Specific topics and question and answer sessions
with influencers
Another very relevant question was the type of content
they prefer to see in a webinar. By far the most current option was
"a presentation that teaches me to do something specific" (30% of
respondents), followed by "a question and answer session with a celebrity
or influencer (16% of respondents).
Presentations on broad topics were much less popular (12%
of responses), so you want to focus as much as possible on the topic of your
webinar and make it easy to put into practice.
3) Interaction with the audience
One of the biggest paybacks of webinars is their great ability to engage and engage in real time, and the HubSpot survey found that consumers appreciate it. When asked which element they preferred to see in a webinar, 22% responded "a presenter or moderator who answers questions from the audience" and 20% responded that they like webinars with surveys or questionnaires. 19% said they had no preferences as long as the content was interactive.
Success stories
1) RUBY
Rubi is a manufacturer of construction tools that had a
hard time generating engagement with its users and adequately explaining the
characteristics of its products.
Faced with this situation, we created a
branded YouTube channel with a series of training webinars that
showed the functionalities of the products and advised users to get the most
out of them. To generate more leads, we also created a complementary
Facebook Ads campaign.
The results were very positive, since in May 2020 we
obtained 2,700 registrations with a single information pill, from multiple
countries.