Using Webinar Marketing To Increase ROI
New to webinar marketing? You’ve likely seen other companies incorporate webinars in their marketing strategies, and for good reason. They’re amazing at getting you new, qualified leads and also turning your MQLs to SQLs. Whether you’ve been wanting to try a webinar-based marketing strategy yourself or you’re looking for pointers to improve your existing webinar marketing efforts, we’ll be looking at a few tips and tricks that you can incorporate into your webinar marketing strategy to see an increase in ROI.
1. Start With a Plan
First, you need to identify all your goals and objectives. What about your webinar is going to help you generate more leads and enhance client relationships? What do you wish to achieve through your webinar marketing efforts?
A couple of objectives or goals may be:
- Grow your subscribers list
- Grow your social following
- Get ‘x’ amount of sales
- General brand awareness
Once you’ve settled on a goal(s), you need to figure out how you are going to successfully reach them.
To figure this out, start by compiling a list of broad topics that have a widespread interest. Next, compare your topics to your target audience. Which ones will connect and which ones won’t? Narrow down the topics that are going to attract and provide value to your target audience.
Take your topics and break them down. What does your target audience need to know about the topics you have selected? What are your subtopics, the main takeaways, and what is going to be your call-to-action at the end?
Once you have outlined your topics and have solid content, you need to generate registrants!
2. Plan Ways To Get Webinar Participation
In order for your webinar to produce ROI, you need to have a solid plan on how to generate registrants.
You can email all the contacts in your database or use social media platforms like LinkedIn, Facebook, and Twitter to promote your webinar.
Ask yourself these questions:
- Where does my target audience spend most of their time? Facebook, LinkedIn, Youtube, email inbox, etc.
- Is your landing page easy to understand? Does it clearly outline the topic and what they can expect to take away from the webinar?
- Is the signup process too long and confusing? Will people drop out halfway or is it easy to navigate?
- Should I consider paid social or Google Ads for promotion?
If you are unsure what platform your target audience uses or how to best connect with them, you may need to try a couple of different strategies and evaluate which effort provides the best results.
3. Select the Right Technology
Selecting the right platform to use for your webinars is crucial. Do your research. Which platforms work best for pre-recorded webinars and which ones work best for live webinars? Which one fits in your budget?
Does the platform you are using or looking into make it easy for registrants to login and engage with your webinar?
Some platforms to consider are:
Also, consider whether or not you need a microphone or headphones to make the audio better. You want to make sure you have all the tech necessary so that your company does not look unprofessional.
4. Have a Solid Call-to-Action
At the end of each webinar, you need to have an unmistakable call-to-action at the end. This may be signing up for another webinar, subscribing to your blog/mailing list, making a purchase, etc. Typically, the call-to-action is introduced in a slide at the end of your presentation or during the Q&A session.
Whatever your call-to-action is, it needs to be clear to your registrants what you want them to do and what the benefit is to them.
You should also have a seamless follow-up plan. Have a general follow-up for people who take action at the end of your webinar and a follow-up plan to try and reengage the people who participated but did not take action on your offer.
5. Collect Feedback
As well as having a follow-up plan, you should always provide an opportunity for registrants to give their feedback. Collecting feedback will help you know where you can improve your process for next time.
Some platforms give you the option to send an NPS score at the end of your webinar. However, if you are using a platform that does not give you this option, you can always use a platform like Survey Monkey to create a brief client satisfaction survey.
On top of implementing an NPS survey, you should do your own research and look at viewer analytics. By taking a look at some more in-depth analytics, you get a better view of where in your webinar marketing strategy can improve.
Some metrics you should focus on are:
- Bounce rate – how many people viewed your landing page but did not register?
- Drop off rate – did people leave the webinar before it was over? This could indicate that your webinars are too long.
- Conversion – did people convert on your call-to-action? You may need to make your call-to-action more catchy or present the value more clearly.
As you begin to trial and error audiences, topics, and call-to-actions, use the informed data you receive to improve your strategy and process. Constantly refining your strategy and process to better align and connect with your target audience will help you see more engagement, conversion, and ultimately ROI.
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