Take off your business hat for a moment and put on your consumer hat. Now imagine what your ideal marketing campaign would look like – one that wouldn’t annoy you or bore you to tears. Our list would look a little something like this:
Top 5 desired traits of a marketing campaign:
- Contains fascinating content.
- Provides actually useful information.
- Reads concise and to the point.
- Seems made by a human and not a robot.
- Leads us to a service or product that will improve our lives.
Webinars are a powerful marketing tool because they check every item off the above list, satisfying consumers’ needs for engaging and informative content.
They also hugely benefit the businesses that host them because they produce more qualified leads in a shorter amount of time. In fact, our research shows that between 20 percent and 40 percent of webinar attendees turn into qualified leads.
Here’s how webinars can crush it when it comes to lead generation:
Webinars are built on permission-based marketing
No one likes it when telemarketers come calling or companies send unsolicited emails. Contacting consumers without their consent can lead to negative brand associations and a whole lot of bad feelings – not to mention law-breaking in some places.
However, when people give you their permission to contact them, they’re much more invested in what you have to say. That’s the basic tenet of permission-based marketing, and that’s one big reason why webinars are so successful at generating leads.
When someone registers for your webinar, they’re showing their genuine interest in your company. This increases the chance that the consumers who attend can be sent further along the sales pipeline.
Webinars provide more trustworthy data
When people genuinely want something from you (like your permission to attend a webinar) they’re much more likely to provide accurate contact information – no more JohnFake@gmail.com in your email subscriber lists. Webinars minimize the amount of bad data you receive, helping you have access to more promising leads.
Webinars provide longer-term gains
A specific webinar may take place only once, but you can create so many other pieces of collateral to support it, such as emails, social media posts, e-books and whitepapers. Our research showed that if you send marketing materials within one hour of a live webinar, prospects are 60 percent more likely to convert. With these tools, you can build a longer-term relationship with consumers that extend beyond a one-time event.
When there are so many ways to fight for people’s attention, you’ve got to make sure you’re using the most cost-effective and efficient methods possible. Webinars generate higher quality leads in a shorter amount of time, giving you a higher ROI.