Top 5 Webinar Lead Generation Mistakes
A webinar is a proven medium to generate high quality leads. However, merely going through the motions does not guarantee leads. For the webinar to provide results, it is important to avoid some cardinal, yet common pitfalls.
1. Limited Marketing Efforts:
Many marketers go all out to curate top content and put in place the best possible infrastructure, to the extent that they do not have the time or resources to market the webinar. The best content and infrastructure is useless without people being aware of the webinar in the first place.
It usually takes a multi-pronged effort to drive people to a webinar. Many marketers confine their marketing efforts to just a single email to their list, but sending multiple emails within seven days of the webinar alone increases the registration rate by 36%. Other methods, such as social media campaigns and PPC ads, are also effective.
Many marketers fail to optimize their landing pages as well. A lack of focus or intensity in the landing page causes many leads to click away without registration.
2. Neglecting Infrastructure:
While some neglect marketing, other marketers neglect the infrastructure. Logistics play a critical role in the success of a webinar, as does superior quality infrastructure. Make sure that the audio quality and Internet speed is up to par.
3. Preaching to the Converted:
The aim of the webinar is to either attract new prospects or move existing leads up the marketing lifecycle chain. The webinar marketing efforts need to progress in this direction, rather than target people who are already convinced or are ready to buy. With a combination of big data analytics and effective filtering of the lead database, marketers can easily segment their leads and decide who they should reach out to.
4. Faltering at the Big Stage:
The webinar offers the marketer a captive audience for an extended length of time. Many marketers get carried away by this and start preaching. This becomes an exercise in futility, and even counterproductive. The easiest way to drive people away from the webinar is by bombarding them with endless slides and text.
For a webinar to be effective, the slides should be compelling, there needs to be a story, there should be key take-aways or perceived value for the audience, and, more importantly, the marketer needs to involve listeners through polls, question and answer sessions and relevant feedback. These interactions will reveal more about the audience and offer the marketer a rich haul of behavioral data and better insight to leads. For instance, a poll on a key issue would help the marketer understand where the specific prospect stands, paving way to engage them on a personalized basis.
5. Not making follow up initiatives:
For the marketer, the webinar is not an end by itself. The marketer needs to position the webinar as a way to generate more leads or progress leads up the marketing lifecycle, and engage with each attendee accordingly. The marketer would also need to archive the event and make them available on demand to net more leads later, without additional investments or efforts.
Avoiding these pitfalls will allow marketers to realize the optimal value from their webinar efforts, and bring down the cost per lead substantially.