A webinar is an incredibly effective way to engage dozens or hundreds of people at one time. Typically, if you can get potential consumers at attend your webinar, you have already secured a larger conversion rate than with other forms of marketing, like emails, which usually return a conversion rate of 1-5 percent. With a well-organized and well-executed webinar, you can see conversion rates of 19 and 20 percent, which is a lot of return for just one event.
But if a webinar isn’t done well, it can mean a lot of wasted time and energy on your part, and it can harm your brand’s reputation. We’ve compiled a list of 12 tips that will help you craft a professional and valuable webinar that will increase conversions.
Get the Right People to Sign Up
As we’ve stated, a webinar is a really effective way to make the most of your time and marketing resources. But that’s only if you can attract an engaged audience that is ready to jump on board and make a purchase. It’s better to host a webinar with several dozen committed attendees than to have 1,000 attendees who aren’t engaged, leave halfway through, or aren’t seriously considering what you have to offer.
With the right prospects, your message resonates, their motivation to buy is greater, and the solutions you offer meet their needs. Be specific about what your webinar will address and speak to your audience’s pain points.
An email campaign can be a great way to get your webinar in front of the eyes of specific groups of people. Make your emails personal based on the data you have, even if the only information you possess is a name.
Include calls to action in your emails and on your site. This makes it easy for you to get your foot in the door and to get people signed up, which you can capitalize on later.
Get People to Show Up
Getting participants to sign up for your webinar is one thing. Having them actually show up is another feat entirely. You need to show registrants that you’re providing real value to them and that they need to be there, or they’ll miss out. Communicate that what you have to offer provides a solution to a problem or need they have.
By strategically reminding them of your event, they’ll be less likely to get busy and forget about it. As the webinar date approaches, send a reminder email a week before. This will ensure the registrants don’t schedule anything in your time slot. Then the day before, send another reminder, prompting participants to get excited about it. And as a final reminder, send out an email an hour before it begins. This will help your attendees show up on time and gives them an hour to finish up tasks and plan for the rest of their day after the webinar.
Capitalize on FOMO
One of the benefits of working with consumers is their nearly universal fear of missing out. Creating a sense of urgency will not only stir up curiosity in your registrants, but it will also cause them to pay more attention to what you have to say lest they miss something in your presentation or pitch. Include language that indicates you have limited seats or that there’s limited time to register. The sense of scarcity will encourage people to register and attend, thereby increasing your chances of conversion.
Keep Them Focused Until the End
If your audience is engaged, they’re more likely to make a purchase at the close of your webinar. But the secret is keeping them interested in what you’re saying through the entire presentation.
One way to do this is to offer free content at the end. This could be an e-book, a discount, or something else related to what you’re offering that will either improve their experience with your product or serve the customer in some other way.
Another way to retain your attendees throughout your presentation is to not make a premature sale. Keep them curious and interested by holding off mention of your product until the end. Your attendees don’t come to your webinar for a sales presentation; they come to learn. Provide your services to them, then make a sale at the end once you’ve spoken to their pain points and shown them that you have the solution they need.
Structure Your Webinar for Your Audience
In order to keep your attendees’ attention, you need to keep your webinar within the confines of 45 minutes to an hour. Longer than that, and you’ve lost people’s focus. Most folks don’t have an hour to spend on a presentation, and they won’t waste their time if it’s boring from the outset. Let them know how long your webinar will be and serve and educate them the whole time. They’ll feel like the time they are giving you is valued, which will keep them until the end and increase your conversion rates.
The benefits of hosting a webinar is that you have total control over every aspect of your event. Take advantage of this and practice creating an engaging presentation to increase your chances of conversion.
Do a run through of your webinar. Make notes where you lack confidence and work on those parts. Don’t make it seem like your webinar is rehearsed, but you should present like an authority on the topic.
You should also speak in a way that is interesting. Hear this: don’t speak in monotone. Practice inflection, volume, and emotion. And slow it down. When you’re presenting, your tendency will be to go fast. Observe speakers representing brands you trust. You’ll see that they are cool, calm, and collected. Emulate that behavior, and you’ll not only present a more appealing and enjoyable webinar, but you’ll come across as trustworthy and authoritative.
People want to feel like they know you and, therefore, can trust you. When you put on your webinar, spend a few minutes introducing yourself. This will add a personal touch to your brand and a personal touch to your webinar.
In addition to letting them know who you are, let your audience know why they should trust you. What are your qualifications? Tell them your accomplishments and show them, humbly but truthfully, why they should listen to what you have to say.
Show Them What to Expect
When you’re crafting your webinar, it’s a good idea to give your participants a visual image of what you’ll be discussing. Layered with your vocal description of what you’re about to jump into will get the information to them in two ways: visually and orally. They’ll have a better understanding of what specific problems you’re going to solve, which will help keep their attention the entire time.
Interact with Your Audience
Involving your audience in your webinar is a great way to build trust, keep them focused, and sustain their attention all the way to the end of your presentation. You can start this before your event even begins. Send out a poll at registration asking about their knowledge of your topic. This will help you know how in-depth to go and what subjects you’ll need to explain more thoroughly.
Let them know that there will be specific times to ask questions and make those times clear. Give them the opportunity to ask away, and when they do, call participants by name. They’ll pay closer attention and will be more inclined to make a purchase when all is said and done.
Your webinar should educate your audience about their problems as well as potential solutions to their problems. Remember, the majority of your webinar isn’t a sales pitch; it’s an educational endeavor. Provide them with a valuable service, they’ll stick around to see what you have a say, and you’ll see conversion rates take off.
Make a Direct Pitch
While your webinar is mostly information-focused, the goal is conversions. When you’re finished with your presentation, make a clear, direct sales pitch. Remind attendees of their problems, show them their solutions, and then explain how what you have to offer can meet their needs. Tell them exactly what they can expect from their purchase, exactly what they will pay, and exactly how to go about buying from you. Be clear and direct, and remember, they trust you by this point. Guide them along in this final step of the sales process.
Like any other marketing tactic, your webinar is not going to yield 100 percent conversion rates. Anything over 60 percent is impressive! Your participants may not be ready to make a purchase as soon as you make the pitch, which is ok and to be expected. You want to follow up with them between 24 and 48 hours after your webinar is finished.
Send out an email addressing your participant by name. Explain who you are, include a description and URL of your webinar, and offer them an opportunity to purchase your product again, reminding them of the benefits of making the purchase. You might even offer a discount to entice them to buy.
The beauty of webinars is that you can reach a ton of people at one time. They’re one of the most powerful conversion tools out there. Webinars are trusted, provide value, allow you to engage with your consumer better than any other avenue. With the 12 tips listed above, you’re well on your way to hosting a great webinar that will yield a high percentage of conversions for your business.
Thanks for reading "12 Tips to Increase Webinar Conversions For Your B2B Company", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.