Tag Archives: lead generation

Webinars — Voluntary Marketing for Qualified Leads

We’re no stranger to hearing the phrase “our product is different.” Considering ReadyTalk’s experience vetting vendors and agencies, we’ve learned that everyone says it. Including us. As B2B companies clamor for the attention of decision makers, is there any way to guarantee you’re buying a solid lead gen solution? That’s a tough one. There are tons of options in the digital marketing space and everyone claims to offer the best. So at the risk of promoting our solutions in a similar we-solve-all-your-problems statement, let me explain why webinars are the ultimate form of voluntary marketing.

Time is more valuable than data

Banner ads, pre-roll video, and even PPC are all examples of involuntary marketing. That’s not meant to be read negatively — we use these methods (and so do you). In other words, the images appear on your screen based on your search history and profile, rather than from a formal exchange of data to obtain the content. Downloadable content like eBooks, case studies, and infographics are voluntary marketing channels. Meaning, in order to read or view the content, a lead needs to provide their name, email, phone, etc. They’ve volunteered their info in exchange for your asset.

Webinars go one step further. Unlike the downloads listed above, webinars ask for something much more valuable — time. Registrants have agreed to give you 30–60 minutes of their day! I mean, wow. That’s a lot to hand over to a complete stranger. Their likelihood of conversion hinges on whether or not they believe it was time well spent.

This means it’s up to you to provide value-rich content. The relationship between your brand and the prospect begins with a memorable impression that they carry through the rest of the buyer journey. Use the following tips to keep them focused on your event, and more importantly, deliver on your promise that it’s worth their while.

Don’t be lame, break through the boring

Make your presentation thought provoking, educational, and valuable for your audience. Don’t ever let your webinars become a placeholder on your marketing calendar. If you treat every webinar like an event, chances are you’ll have higher turnout and create more buzz. Remember, webinars are the first chance that your prospects literally hear the voice of your company. Another reason they’re a great form of human-to-human, voluntary marketing.

So, how do you make sure they walk away with something new? Part of it comes down to your choice of presenters. Choose people with a charismatic delivery, conversational yet intelligent, and with a knack for drawing the audience closer. Your audience can spot passion from a mile away, so use the opportunity to turn more heads with an engaging speaker.

Think podcast, not lecture

Have you ever attended a snooze fest webinar? They’re the worst. And usually it’s because the speaker is reading directly off the slides. In this case it’s not a two-way street. The presenter is talking at the audience rather than pulling them into the content.

Remember, people attend a lecture. But they subscribe to a podcast. Want to evangelize your database? Turn them into brand advocates that spread the word on their own.

Pro tip: Podcast style is easier when you co-present with another speaker. Bounce ideas off of each other during the presentation, be fun, challenge each other’s thoughts, ask questions when they come up. Don’t be afraid to deviate slightly from the script. Sometimes the best comments are made when people go rogue. Podcast, not lecture.

Webinars Create Connection

That’s what it’s all about. Given the interactivity of a live webinar (Q&A, chat, polling, and surveys) you get to establish a deeper understanding of individual audience members. Other forms of content marketing and lead generation don’t capture the same insights. In addition to the standard name, phone, and title you collect from a registration form, you get to survey and chat with attendees to qualify leads during the event. Wouldn’t you rather hand off more complete contact records to your sales team? What interests them, what is their buying timeline, what products are they currently using? Webinars are an undeniably different marketing channel — capitalize on voluntary lead generation today!

3 reasons why we’re thankful for webinars

 

This December, ReadyTalk is taking time to reflect on what we’re thankful for, and it’s more than just good times and high fives. We’re passionate about the exciting benefits webinars can bring to businesses. With the right strategy, these online events can transform your company.

Here are three reasons why we’re thankful for webinars:

1. They engage audiences

Your clients are bombarded with a dizzying array of content on a daily basis. If you want to grab and keep their attention, then you need to provide high-value information in an engaging and entertaining package. Webinars enable your company to do just that. Rather than simply being yet another video clients need to watch, webinars are targeted events that allow for audience interaction via polling and other features. Clients can learn must-know information useful to their lives and businesses via a creative, fun and informative way. A quality webinar can get people’s attention in a media-saturated world; the average viewership per webcast is 53 minutes, according to ON24, giving you lots of time to present valuable information to your audience.

2. They generate more qualified leads

Webinars don’t only appeal to your current clients, but they also help you reach future ones more effectively than many other channels. Between 20 percent and 40 percent of webinar registrants turn into qualified leads, according to a survey we conducted with our clients.

This is because webinars by their nature filter out prospects who are more likely to be a dead-end. People who sign up for webinars are more willing to provide accurate data about themselves, such as their email addresses, because they want access to the event. Webinars are also an example of permission-based marketing, meaning that prospects themselves indicate that they want to learn more about your company by signing up, which is a strong sign that a lead can be nurtured through the sales cycle. For these reasons, webinars can give you a greater return on your investment when it comes to lead generation.

3. They establish your company as a trusted resource

Webinars offer a chance for your organization to share its expertise and know-how. When individuals tune into your webinar and receive information useful to their own lives or jobs, they’ll discover that your company is a helpful resource they’ll want to check in with again and again. High-quality webinars establish your company as a thought leader, and with the rich variety of ways webinars can be used, from product demos to Q+A sessions to industry updates, these events strengthen your brand identity while building connections with your target audiences.

Increased engagement levels, higher-quality leads and thought leadership are three reasons why we’re thankful for webinars. If your company is interested in experiencing the exciting benefits of webinars for itself, check out the helpful products and tools offered by ReadyTalk – we have everything you need to get started!

7 webinar preparation tips

Webinars offer dynamic ways for businesses of all types to generate leads and establish themselves as thought leaders. But preparation makes all the difference in whether your webinar is a productive marketing channel or ultimately a waste of time. 

To help you put on a stellar webinar that adds value to both your audience's lives and your company's bottom line, follow these tips:

1. Keep the webinar to the point 

When you have a camera in front of you, it can be tempting to treat the opportunity like a Hollywood audition. However, webinars where the presenters go on and on about themselves or their services turn off viewers. Be sure to establish your webinar's goal – for example, teaching clients tips for successfully using cloud software or sharing important news about your company – and then, stick to the script. 

2. Give more than a sales pitch 

In our digital age, audiences are smart; they know when they're being given a sales pitch, and no one wants to feel like they're so blatantly being sold something. Webinars that are too sales-y or self-promoting can decrease audience engagement. 

3. Craft a catchy title 

Your potential webinar audience is constantly being confronted with grabs for its attention. The internet is saturated with content, so remember what you're competing against when designing a webinar. A catchy title will hook viewers – best practice is to keep it to no more than 15 words. 

4. Make it easy to register 

With all the media vying for people's attention, if people have to complete a complex registration process for the webinar, they're not going to bother. Include only registration fields that truly are necessary. The more fields to fill out, the less likely people are to register. 

5. Properly promote the webinar

Use a multichannel approach to most effectively promote your webinar, with campaigns on email and social media. For best results, start marketing the event at least two weeks in advance. 

6. Send a reminder 

Everyone's to-do list is miles long these days, so ensure your webinar hasn't been forgotten by sending a reminder email to people who have registered 24 hours before the event. 

7. Practice, practice, practice

Before you say "action!" practice your webinar presentation more than once. Do a full run-through with the tech to make sure everything goes smoothly the day of. 

With these tips, you can knock your webinars out of the park! 

How Webinars Find Higher Quality Leads for Less

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:

  1. Contains fascinating content.
  2. Provides actually useful information.
  3. Reads concise and to the point.
  4. Seems made by a human and not a robot.
  5. 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.

Why You Need Content for Every Function of Marketing

why you need contentOver two decades ago, Bill Gates declared, “Content is king.” This statement still rings true so many years later with the rise in content marketing and other forms of online digital media. The average user, consumer and casual internet browser cannot go anywhere on the web without consuming some sort of content marketing – and we’re not just talking about blogs.

Marketers need content in every function of their efforts to be successful in a highly competitive marketplace with potentially desensitized consumers. Here are three areas of your marketing operations where you must regularly churn out high-quality content:

Public relations

While the days of the traditional press release might be quickly fading into oblivion, PR’s credibility is still founded on good content. The general public craves authenticity out of everyone, from their politicians to the retailers they shop at. With this in mind, make sure that every piece of PR content you release is dripping with honesty and excitement.

Lead generation

The reason behind proliferating this area of marketing with content should be a no-brainer. Essentially, if you create high-quality, SEO-worthy regular content on your website, you will start generating more leads. Average consumers doesn’t want to just be told what to buy – they also want to know that the companies they buy from are thought leaders or educators in their particular space.

Product marketing

If you have a product your company is excited about, you need to be posting about it everywhere online. Don’t just send off a few quick tweets or hang up a few billboards. You need to launch full-scale media campaigns in a mixture of different mediums, if you want your consumers to get pumped about your product. Start months in advance to build anticipation.