How to Convert your Webinar Viewers into Customers – 7 Simple Ways
Having an engaging webinar is an amazing thing, but there’s something better still, converting those viewers into customers!
A lot of people tend to focus on both the webinar content and the hosting of it to try engaging the viewers but too often the next steps get forgotten about.
1. Survey the Audience to See Who’s Likely to Buy
Try starting with a survey to get an idea of who your viewers are, what problems they are looking to solve and what products/services they are looking to buy.
These surveys help to grab the attention of your viewers and makes them think about what it really is they are looking for and wanting to buy from you.
Not only that, but it also gives you, as a business owner, the idea of what people are looking for or what else you could do for them.
The survey could help you to find out what the interests of each viewer is, and it gives them an idea of who you are and what you provide.
A key thing to remember, though, is to not bombard your new viewers with a BUY NOW message, they are still in the early phase of figuring you and your business out.
If, by the end of the webinar, you’ve had plenty of positive responses, then make sure you take time to demo your product or even better show them how to purchase it. Those not interested can just leave the webinar, but the rest will appreciate the extra information.
2. Carry Out a Post Webinar Survey
This gives the viewers the opportunity to give you feedback. It can help you to know whether you gave the right information, whether it was engaging, how you could improve, what you could do to engage the viewers more, etc.
You could even ask who is ready to take the next step and purchase your products/services, if you didn’t mention that in your webinar itself.
You can even use the post survey responses to categorise your viewers and tailor the follow ups to each category when sending your marketing messages.
3. 24-48 Hours for the Follow Ups
Whilst what you’ve put across in your webinar to your viewers is still relatively fresh in their minds, follow up with an email to both those who viewed and those who didn’t, maybe it’s a good idea to ask why.
You should still send all webinar sign ups a copy of the webinar and the presentation notes, whether they were in attendance or not.
A link to a follow up blog can also be a good idea, this should be a summary of what you have talked about, answers to some of the questions you may have been asked in your feedback/ follow up surveys, and maybe a little extra information if you feel it is needed.
Yes, this does mean a little extra work, but it could also benefit you in the long run as you have something to refer back to and it means things are written down to be able to direct your viewers and customers to.
4. Hot, Warm, and Cold Leads
You don’t necessarily need to use all these categories, but at least figure out who is defiantly wanting to buy, and who needs the webinar to understand what you are providing so that they can make the best judgement for them. This gives you the ability to nurture them in the right direction and can specifically tailor your support to them.
Here are a few ways you could identify these leads by looking at the data:
Registrations: ask for more than just names and emails, like things that will help to categorise and personalise marketing for customers.
Real time viewers’ ratings: you could have reviews throughout your webinar, or just simply after. Whatever works for you.
Previous marketing, for engaging: this will include your content downloads, such as your webinar presentation and your notes. You could even include your preparation information.
5. Personalise the Follow Ups to the Hottest Leads
Give specific instructions for how to follow up from the webinar, this will help increase the odds of closing the best sales for these hot leads.
You could even have an email template ready, just personalise it for each individual.
The easier you make this follow up job for yourself, the more time you have for the new customers and for your business in general.
Make sure the follow up message is related to the webinar content, provide prices, and offers support. As long as everything is as personalised as possible to the knowledge you have on each individual, they will definitely respect that.
6. Don’t Forget to Work on Those Warm and Cold Leads
They may not have been ready to make a purchase on the day of your webinar, that doesn’t mean they won’t be ready a week later. Chase them up and ask how they are, how they are getting on, and if they have had time to process your webinar and if they are wanting to proceed.
If you were to still engage with the warm and cold leads, then they may feel you care and may then become interested in wanting your products and services.
Whilst trying to develop your content for these cooler leads, don’t forget about what buying stages they might be in, try to assess what you can offer each individual based on their buying stage and try to cater to them, if you have the ability to.
The time frame for these cooler leads could vary greatly, but usually the rule of thumb is about 4-6 weeks.
The best way to stay on top of all your leads, whether hot, warm or cold is to utilise a sale pipeline. This allows you track the progress of these leads from the initial communication to the closing stage of the deal.
7. Retarget and Empower your Webinar Leads for Better Action
Creating campaigns for retargeting your leads will keep your business in the front of their minds. Either do this as a whole or categorise the different levels of leads once again.
Don’t forget that these retargeting campaigns should actually focus on and complement your other marketing tactics.
Don’t send them a discount code for one product/service and then also retarget them towards other products/services as an advertisement. Focus on 1 thing at a time.
Make sure you make it easy for these leads to take the next step, even if it takes a little longer for them to become new customers and give them the opportunity to learn with new resources, this can help with keeping them engaged.
Make sure, at some point, you make the benefits of your business clear to these prospects. This will encourage them to take action and jump to the next step, buying.
Webinar Viewers are the Best Way to New Customers
It has been found that people are more likely to spend time with a webinar than any other form of content. Make sure you have a plan in place so that you can convert the viewers into leads and customers.
Even if you are not confident with all of this yet, start small and watch your webinars take off. You will soon know what to do that is best for you and your business.
Here at Solution Sense, we can help make this whole process an easy experience for you. Using our software and support services, you can automate your sales funnel allowing you to focus on providing your best service to those leads who are committed to being a customer of yours. Whether its gaining the initial customer data, automating targeted campaigns or upselling leads to other services, we can support you with this process.
Get in touch today if you would like more information.
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