If you’re in marketing, then you know that lead generation can be really tricky to master, as there’s no one size fits all. As a marketer, if you feel frustrated by your lead generation options, you’re not alone.
According to a report by Hubspot, 61% of marketers think that generating traffic and leads are their biggest challenge. Lead generation also happens to be quite expensive, with 53% of marketers spending at least half their budget on lead generation.
This is where webinars come in, they are the hidden superstar of marketing! According to one study, 40% of the total webinar audiences convert into lead generation, so it’s a smart business move to bring them into the marketing mix in the most effective way possible for your business.
Webinars are a lead magnet. When it comes to B2B marketing, 73% of total attendees turn into lead generation. Not only that, 75% of B2B marketers think webinars lower the cost-per-lead. So for marketers looking to increase their lead generation without breaking the bank, webinars are perfect.
But you may be asking yourself, how can this be true? How are webinars able to generate this volume of leads? In this article, we’ll break down all the components that make webinars a must-have marketing tool and a lead growth superpower.
Learn from your webinar and get to know your audience
Hosting webinars is a great way for your brand to get to know your customers. It doesn't matter the type of webinar, whether it be educational, lead generating specific, or a demo, webinars provide valuable insight into your audience as people and buyers.
For example, a great webinar hosting platform can tell you what types of materials attendees download, what webinar segments have the most attendee engagement, and what type of questions your attendees have about your products or brand. These kinds of insights allow you to better nurture potential leads and also help you improve your future webinars.
One example of the way webinar analytics can improve your lead growth is that one study found that 7.8 out of 10 average attendees turn into qualified leads when a webinar has video content.
That means that you should include videos in your webinars to increase your lead generation. This kind of insight lets you know how to tweak and perfect your webinar hosting model to maximise webinar value.
With the many, many opportunities to engage with attendees when hosting a webinar, there are endless ways to learn more about your attendees and your business. If you want to learn more about how to keep your attendees engaged check out our article, “How to make a webinar interactive and engaging in 2022” where we break down our top tips.
One last thing. The more engagement you have with your attendees, the more insight and stats you gain, which gives you more data for your CRM channels. Webinars analytics offer easy CRM integration and let you track and nurture potential leads more efficiently. Knowing what type of content leads engage with and how they engage with your content and CTA lets the rest of your marketing team know what to focus their energy on.
Brand your webinar, let the audience get to know you
Not only do you get to know your attendees, but they also get to know you. Webinars are an excellent way to enhance your brand exposure by offering a holistic experience for potential leads, especially when using the best webinar hosting platform. Potential leads can ask you questions, get to know your brand values and create long-term meaningful relationships with your business.
Webinars are huge brand awareness drivers, 75% of marketers believe that webinars increase their brand reach. But to really maximise this brand awareness opportunity branding should be incorporated into every aspect of your webinar.
From your logo to your landing page, and even to your webinar background - everything should feel uniquely yours.
And brand consistency is key. Making the effort to customise your webinar pays off, it's been shown that businesses that consistently showcase their brand across all of their communication channels can increase their revenue by up to 23%.
Another study found that having brand consistency has been shown to grow revenue between 10%-20%. This is because brand consistency builds brand awareness and brand trust. And brand trust is an extremely valuable asset, 46% of customers said they would pay more for brands they trust according to one survey.
One of the reasons webinars can generate so many leads and grow brand trust as they offer a wealth of engagement features. Live video, Q&A opportunities, and the chance to exhibit market expertise all nurture potential leads to trust in your business.
Webinars also allow you to share content which is an amazing lead growth tool, but more on that later.
If you’re curious to learn more check out our article, “The importance of branding your webinars”, where you can get more detail about how webinar branding grows leads. We also offer tips on the most effective ways to brand your webinar in our articles, “How to put your brand front and centre of your webinar” and “5 top tips on customising your webinars for brand awareness.”
Nurturing leads & the marketing funnel
Webinars aren’t just effective lead capturing tools, they are also an essential lead nurturing tool. Since engagement is the central focus of any webinar both hosts and attendees can easily build long-term business relationships. With the ability to speak face-to-face, answer questions, and share resources, webinars offer endless avenues to nurture potential high-quality leads down the marketing funnel.
Webinars are an opportunity for brands to say “hey this is what we do, this is why we do it and this is what we believe in. Any questions?” and then immediately answer any question potential leads have. Building strong relationships with qualified leads isn’t only easy, it's effective.
One study found that 72% of marketers believe webinars have a direct impact on pipeline revenue.
During a webinar, it’s not just the chatting that nurtures your leads, there's a variety of ways to get attendees to take action. By integrating CTA’s within your webinar you encourage downward funnel movement. CTAs in webinars are often email sign-ups, resources, downloads or even an encouragement to sign-up for your next webinar. CTA integration keeps you top of mind for any potential leads and gives you the ability to share content and grow your brand power.
Speaking of content, let's get into one of the best ways webinars nurture leads, content creation.
Continued lead capture and the power of content creation
What makes hosting webinars an amazing investment is how they create organic marketing content. Continent marketing is used by 82% of marketers, with 80% of B2B companies using content marketing for lead generation. And webinar content is already being massively used by B2B and B2C marketers alike with 60% of them using webinars as part of their content marketing.
Webinars create a range of content, visual images for social media, quotes for blogs, and even infographics and ebooks can be made from webinars. Even the content created for a webinar can be reused or shared post-webinar. But perhaps the easiest and most effective way to grow your marketing content is by using the webinar itself as a video.
93% of marketers say that video has helped them increase their brand awareness and 87% of marketers say video has increased their web traffic.
The power of video content is why 58% of webinar hosts already offer both live and on-demand webinar capture. By recording your webinars and making them viewable on-demand you can utilise marketing's best tool, video content.
On-demand webinars can be watched anytime, anywhere, by anyone with a link or download. By making webinar accessibility flexible you widen the pool of potential leads.
One type of webinar is especially great for this: evergreen webinars. Evergreen webinars are on-demand webinars that retain their value regardless of the time of their first broadcast. Evergreen webinars are an amazing lead capturing tool because they garner brand loyalty by offering attendees something for free and making them feel involved in the conversation.
Evergreen webinars are also a great way to introduce your brand values or share product demos. Videos are a hugely popular choice for consumers when it comes to learning about a product or service, with 73% of customers saying that they’d prefer to watch a short video over reading an article, ebook, or looking at an infographic.
The consumer’s independence and ability to easily learn more about a product or service via video is most likely why 88% of people in one survey said they had been convinced to buy a product or service after watching a brand video. As you can see webinars are an exceptional way to maximise content marketing opportunities, and if you want to learn more we recommend you check out our article, “How to grow your content strategy with webinars'.”
So now you know why webinars are the secret weapon in your marketing toolbox. Of course to do all of this (and more!) you need the right platform. To make the most of webinar lead capturing potential you need a webinar platform that offers you the opportunity to brand and personalise your webinar stage, that lets you integrate CTA’s and offers you the HD video and receding options.
We happen to know a platform that offers all that and more!
If you'd like to learn more and get started on your own webinar journey, reach out to us here at Tame. Here at Tame, we offer free personalised demos so you can see if we’re the right platform for your brand and marketing goals. Reach out to us and we can help you every step of the way.
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