How to Conduct a Sales Augmenting Webinar
Webinars are an increasingly useful strategy for lead generation and sales. But, are they useful in giving a boost to your SEO strategy?
They certainly are!
Let’s learn about what webinars are, how they are useful for SEO and how to run them successfully to earn brand exposure, generate leads and increase sales.
What is a Live Webinar?
A live webinar is a combination of two words - "web" and “seminar”. Hence, it is an online interactive session that includes a host (who conducts the webinar) and attendees (who attend the webinar and participate in it).
Most of the time, the host is joined by a presenter who discusses the webinar topic with the attendees.
From the host’s point of view, the ultimate aim of running a live webinar is to gain leads while from attendees’ point of view, the aim is to gain knowledge.
Webinars have the power to convert a substantial amount of customers.
Why Should You Run a Webinar?
The ultimate aim of SEO is to increase sales, and webinars are a great medium to connect with prospects and take them closer to the bottom of the buying funnel.
With webinars, you can:
Generate quality user reviews for your site which increases trust and improve the overall user experience.
Earn quality backlinks because webinars are often linked from high authority pages. Quicksprout was able to generate more than 40 backlinks from 31 different IPs to the customer acquisition webinar page simply through running useful webinars.
Create long and detailed content pieces because webinars are usually longer than 50 minutes. You can use the transcript of your webinar and add an infographic to it to create super useful content. Simply copying and pasting the transcript into an article is not as valuable or engaging for the user. But adding visual elements like an infographic can make the content more appealing. Here are some great infographic examples that present information in a visually compelling way.
Directly engage the prospects and generate quality leads. If you follow the correct strategy then webinars can generate conversion rates as high as 19%.
Distribute content across several social media platforms thereby eliminating the need to produce different content for each platform.
Webinars are still an underutilized strategy when it comes to SEO. If you think that it costs a fortune to run webinars, think again! Running a live webinar is easy and inexpensive.
Moreover, considering the SEO benefits suggested above, one must certainly leverage the power of webinars.
Steps to Run A Successful Webinar
Step 1: Choose Your Audience
The very first step is identifying the type of audience that you wish to target for your webinar.
I will give you some ideas for selecting your target audience using analytics:
Go to the Audience section under Google Analytics and select demographics.
Now, look at their age.
Looking at this section, you will get a clear idea about the type of audiences that you should target in your webinar.
You can also take the help of Cohort Analysis in order to identify people who have registered for your services but are yet to purchase your products. Maybe you can run a webinar for your existing customers in order to boost the sales. An example of a cohort is given below:
Similarly, you can identify audiences based on location, devices, landing page, etc. and generate tons of ideas for your webinar.
But, wait! Analytics is not the only way to define your audience. It is essential to look at these factors to choose the right targets:
Look at your fast selling products and your current customers. Identify key points and similarities.
Identify audiences who have a need for your product and who have the money to purchase it.
Take the help of surveys and research in order to identify the things your competitors are lacking.
Use sites like Quora and Reddit to find out questions related to your niche that people ask often.
Look for common characteristics and interests in your current customer base.
Take the help of competitor analysis to identify what your competitors are targeting.
Prepare a list of benefits that your products offer and list a set of niche audience who have a need of those benefits.
Identify how your customers think and determine how will your product fit in the lifestyle of people.
Step 2: Pick A Webinar Topic
Once you have decided your target audience, the next step is to pick the most appropriate webinar topic that will satisfy the needs of your target audience.
A killer webinar topic is what gets you more exposure and lots of new registrations. Increased signups gradually lead to more brand exposure, links, sales and revenue.
Here are some great ways to pick a topic that your audiences can’t ignore:
- Take the help of tools like Buzzsumo and find topics that get the maximum shares.
Scan your most shared blog posts.
Carry out surveys or directly ask people about the topic on which they would love to have a webinar session.
Conduct research in communities where your audiences are already present. The idea is to identify questions that people are asking everywhere and provide an answer to that question in your webinar.
Step 3: Choose a Mobile-Friendly Webinar Platform
The next step is choosing a mobile-friendly webinar platform where you can easily create webinars.
Before choosing any webinar platform, keep in mind the following things:
The chosen software should be extremely easy to use. Most of the time, your staff will be using it to create webinar scripts on your behalf so it should be easy to operate.
Decide how long you will need a subscription. If you are thinking of running just 1-2 webinars then opting for a yearly subscription is of no worth.
Always opt for a free trial before choosing the paid subscription.
Ensure that your provider has the option for hosting on-demand webinars.
Find out the audience capacity your webinar software can support.
There should be the option to host webinars on your own site because this will give you the freedom to generate more leads.
Step 4: Create a Landing Page
A webinar landing page is no different than a PPC landing page. It should match the exact topic of the webinar and should have the CTA in appropriate positions to initiate immediate user actions.
The following elements should be a part of every webinar landing page:
USP: The most important part of any landing page, USP should be the main headline of your webinar landing page. Research well and include the major benefit in the USP that your target audiences will receive when they will attend the webinar.
Call to Action: Make the CTA clearly visible and use contrasting colors to instantly grab the attention of the viewer. Use words that persuade the user to take an immediate action. Think of unique words that your competitors aren’t using along with the action words that have been proven to be successful.
*Hero Image: *Use the picture of the host and the presenter as the hero image. People will be lured into registering for the webinar when they see the image of the influencer. Make sure to mention the achievements of the influencer right below or at the side of the hero image.
Social Proof: People are lazy and they take action only when they see other people doing the same. In other words, people follow people. The more social proof and testimonials you add to your landing page, the better response you will receive.
Step 5: Find an Influencer
It is extremely easy to attract people when you invite an influencer to be a presenter in your webinar.
There is no need to spend tons of money and invite celebrities. You can easily find a micro-influencer online who can bring along some loyal followers.
Inviting an influencer helps in the following ways:
People tend to trust people, not logos, so an influencer adds trust.
You will accelerate your conversations.
Attending a webinar becomes much more enticing because of the influencer’s powerful presence.
You can connect with a wider audience.
Considering the fact that 84% of millennials do not like advertising, leveraging the power of the influencer is a great way to reach more people.
You can easily find an influencer in your industry using platforms like Tapinfluence.
Step 6: Work on the Script
The script for your webinar is one of the most important parts of the entire process.
A well-written script has the power to improve the engagement rate of the attendees.
Here is a sample script to give you an idea of how it works:
Start the Webinar
Host: Hello, everyone! Thank you for joining us for today's webinar. Today, I have the pleasure to be joined by "Name of the Speaker" who is “Designation”. He has been doing “tell about the experience of that person and what that person is going to share in the webinar”.
An important note before starting the presentation, if you have any questions please type them into the question box and we can discuss those at the end.
I am sure this is going to be an excellent webinar! Without wasting much time, I would like to invite our special guest "Name of the Speaker" to start the webinar presentation.
Presenter: Hi "Name of the Host", how are you? Thanks for having me here.
The presenter starts giving the presentation….
Then at the end, you can discuss the questions asked by the attendees.
Mention the next step that the attendees need to take (your call to action) and then you are good to end the webinar.
End of the Webinar
Step 7: Test Your Webinar and Make Changes Until it’s Perfect
Always test your webinar before going live, because nobody is perfect! It’s in the testing phase that you can make your webinar go from mediocre to magnificent.
You can easily test your webinar using the software that you have chosen in step 3. Take the help of the support team and they will easily guide you through the process of testing your webinar.
Step 8: Promote Your Webinar Rigorously
Just because you have prepared an awesome webinar and invited an influencer as a speaker, it doesn’t mean that people will automatically register for your webinar.
You won’t successfully reach new prospects if you don’t promote your webinar.
The below strategies have been proven to be immensely useful in attracting your audience:
Take the help of email marketing to get at least 50 people who are interested in attending your webinar.
Install Hello Bar on your site and get as many registrations as possible depending on the amount of qualified traffic your site receives.
Promote the webinar using your email signature. If you have a team of employees then you can ask each of your employee to do the same. This can drastically increase the number of attendees.
Use exit popups to lure people into attending your webinar.
Create a webinar hashtag and generate some social buzz.
Use Facebook ads to promote your webinar and register at least 50 people.
Take the help of HARO to reach media professionals who want to cover your webinar. This can give your webinar a tremendous boost in terms of PR.
Create a blog post and promote it rigorously across social channels to inform your prospects about the webinar. Make sure you have a picture of the influencer and the key takeaways outlined in all your social shares.
Use LinkedIn Promoted posts to grab new prospects and enroll them in your webinar. Opt for at least 30 registrations.
Step 9: Track Results
You cannot move ahead in your strategy if you don’t track what’s working and what’s not. Same goes with webinar.
The webinar software that you chose will be able to show you all the vital metrics that’s important to track the success of your webinar.
All in all, the following metrics should be effectively tracked by your chosen webinar software:
The number of people registering for the webinar.
The source of the registrants (social media, email, organic, etc.).
How many of the registered attendees actually attended the webinar.
How many of the attendees stayed until the end of the webinar.
The earning per registrant or attendee.
Attendee engagement score.
Conversion rate determining how many leads actually converted to become customers.
Webinars are indeed a powerful medium to boost SEO activities and to generate direct sales. Make use of the strategies suggested above and start using webinars at the earliest.
Remember, networking with people is the biggest achievement for a sales professional and webinars provide us the opportunity to do so. Happy webinaring!