This post originally appeared on HubSpot Academy’s customer blog.
Webinars are a great opportunity to educate your prospects and generate leads. Maybe you’re already hosting quarterly, monthly, or even weekly webinars. But the question is: what’s your webinar strategy? Do you have a process that you continuously follow for each and every webinar?
That’s something that we began to think about for our clients. The key to a good webinar is having the right content, but also making sure you are taking advantage of what you do before and after the webinar is hosted. It’s about making it a seamless process for both the host and the attendee.
Along with our customer, we recently found a way to not only simplify the webinar process but to be more strategic. We’re a full-service online marketing agency and HubSpot Partner. Our customer, Avella Specialty Pharmacy (Avella), is a national specialty pharmacy recognized for its deep clinical knowledge and serving patients. This is the approach we took together to try out using webinars.
Developing a Webinar Strategy
Beforehand, Avella wasn’t conducting webinars, so there wasn’t a webinar strategy or benchmarks to compare to for prior results.. But they’re already starting to see the results. When Avella hosts a webinar, there’s always a significant increase in leads for that particular month. In a typical month, we see leads double if there’s a webinar. It just shows that sometimes people don’t want to download an ebook or read a whitepaper, and this just goes to show the power of the webinar or recording. It’s about knowing your audience, providing educational content, but also following these three guidelines to make your webinar strategy a success.
1. Set goals
If you’re hosting webinars, why are you doing them in the first place? Is it to gain more traffic to your site? Looking for more leads? Maybe just for brand awareness. In Avella’s case, webinars are a way to convert more marketing qualified leads (MQLs). What was important for Avella was to reach a much wider audience without having to do as many in-person events. Typically in healthcare, there are a lot of events, like lunch or dinner events. Avella still hosts a few of those but was looking to move to a webinar strategy not only for cost savings but also for efficiency. Even better, webinars have turned into an opportunity to prequalify people before they go on the webinar.
In addition, you need to determine the goal for a webinar you host. How many people do you hope to register? How many do you hope to attend? Continuously ask these questions to make improvements to the future webinars you host and always have ways to measure your success.
2. Consider partnerships
If you’re intimated by webinars or feeling like it’s too much of a commitment, networking within your industry and finding opportunities to partner can help build a stronger webinar experience. Some of Avella’s most successful webinars have been those that they’ve done in partnership with another organization. They are doing these webinars with several industry groups and foundations that share an interest in educating their customer base. And the webinars are always strictly educational.
3. Streamline the process.
The key to it all was a webinar integration to help with the process. The Avella team was already shopping around for a webinar platform and was then introduced to ReadyTalk. ReadyTalk delivers audio conferencing, web conferencing and webinar technology. More specifically, with ReadyTalk’s conferencing services, you can host lead generation webinars, offer interactive training, conduct sales demos, and host collaborative meetings.
Now that we have ReadyTalk in place and its seamless integration with HubSpot, it’s used as an option for content that we can share externally. What we do across the board with Avella will always go through the same type of process. What are the significant differences?What Does the Webinar Process Look Like?
What does the Webinar Process Look Like?
Before the Webinar
The initial part is setting up the webinar in ReadyTalk, which sets up a form in HubSpot. Then, we set up the HubSpot landing page. If someone fills out the form, they are sent to a follow-up page that gets a follow-up email from ReadyTalk.
Curious what the ReadyTalk integration looks like? You can find a video of a ReadyTalk and HubSpot demo here.
Now they’re in the funnel to get reminders 24 hours before and one hour before (these are both through HubSpot’s Email tool, which is great to track engagement and keep the branding consistent). For those leads who haven’t registered yet, we’ll send emails with the following time frames:
• Four weeks prior to the webinar
• Three weeks before
• One week before
• Three days before
Whenever we send out a reminder to register, we always have dynamic lists setup in HubSpot so it excludes existing registrants. We’ll send people directly to the landing page to register via social as well (Twitter,LinkedIn groups, Facebook, etc). Having this integration with HubSpot keeps the visits on our page, allows for additional marketing opportunities, and keeps the experience consistent for the visitor
After the Webinar
1. Now this part is very important! Based on who attended and who didn’t, we’ll send two emails with a recording of the webinar (embedded on a HubSpot page) and the slides on SlideShare. We will then make the content into evergreen content, and also write a blog on it so people have many opportunities to watch the recording or view the slides. page. This also gives subscribers the opportunity to see the content, even if they weren’t able to
As you can see, there are several steps to building out a webinar but each one is critical to making your webinar strategy a and something you can continue to replicate to increase your leads and your engagement.
Written by Elyse Meyer
Elyse Meyer is the Founder of Prism Global Marketing Solutions, a HubSpot Gold Partner in Phoenix, AZ. When Elyse is not working on inbound marketing campaigns, she is either hiking, volunteering, or spending time with her family.