Four effective ways to drive post-webinar conversions

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Date: 22 January 2020

A businessman attends a webinar on his laptop and takes notes.

Hosting a webinar is a lot of work. From creating the materials to sourcing a stellar webinar platform, onboarding speakers and driving registrations, this is a significant investment of time and energy, but a worthy one. Case studies show that hosting just two webinars can drive upwards of $17,000 from a handful of attendees.

One of the biggest missteps marketers make with webinars is allowing all the value they generated to disappear into the internet ether after the broadcast ends.

While often underutilized, there are a myriad of ways to continue driving conversions from attendees and new prospects after a webinar concludes. If you are interested in stretching the value of your webinar efforts, get ready to take some notes.

Here are four powerful post-webinar conversion tactics.

1. Implement an email nurture campaign

This should be a staple for any webinar host. The objective of a post-webinar email campaign is to re-engage attendees and those who signed up but didn’t make the conference, moving them deeper into the sales funnel until you can convert them.

These groups are clearly interested in your offerings, so providing additional information is going to increase the likelihood of a sale. Stay top of mind by supplying them with free content to help educate them and influence their decision.

Not everyone who registered for the webinar is going to be receptive to the same messaging, however, so consider preparing two email sequences - one for the colder leads, and another for those who attended and engaged with the webinar content.

If you’re using ClickMeeting’s webinar tools, this type of segmentation is easy, as the platform allows you to see which participants spent the most time in your presentations, what questions they asked and how they responded to poll questions. This helps you to optimize your messaging to fit the audience’s intent.

The content you send in your post-webinar nurture emails can be anything from white papers and case studies to ebooks, blog posts or videos (more on that in a moment), or anything else that helps to point out your value proposition.

Additionally, always entice prospects with a goal-oriented and compelling CTA, and provide them with a contact portal for establishing a meeting or free trial to make the process as frictionless as possible.

Finally, always analyse your email campaign to understand which variables were most effective in garnering opens and conversions; this is great information to have for future webinars.

2. Generate and share more video content

Video is one of the most important (if not the most important) content formats currently available. Salespeople who use video in their nurture and pitch emails see five times higher open rates and eight times higher open-to-reply rates than those who don’t, according to Vidyard’s data.

By employing a webinar platform that enables you to obtain a high-qualify video recording, marketers can upload it to YouTube to drive increased sales from new prospects, cut up the content into short clips to share across social channels, generate retargeting ads with the bite-sized video bits, or include the video in your company’s resource centre.

You can also create a dedicated landing page and gate the content to leverage it as a lead magnet, or embed certain clips (or the whole thing) into a recap blog post or series of articles surrounding specific topics covered in the broadcast.

While we’re on the topic of blogs…

3. Blog about it

Creating multiple blog posts from your webinar’s content - with video clips embedded and tweetable insights - allows you to extend the life of your broadcast markedly.

In addition to stretching your webinar’s existence, blogs attract a crowd that is more inclined to learn through reading, while also driving organic traffic through keyword optimization and fresh content.

Blogs also provide brands with the opportunity to address questions that didn’t get answered live, or that weren’t posed but are still insightful.

To get the most from your webinar-based articles, share these across social media, post them to relevant forums and community boards, and share the posts with any speakers and influencers who participated, along with a nice “thank you” note for their support in the webinar. This will make them feel appreciated (which they are), and more willing to share the posts with their audiences.

4. Create a SlideShare

Finally, LinkedIn’s SlideShare is commonly referred to as “the quiet giant of content marketing”. The reason behind the moniker is that the LinkedIn-owned platform is aimed directly at business professionals seeking valuable content in an easily-consumable form.

Furthermore, SlideShare is the 158th most popular site in the world, boasting over 80 million users and 18 million uploads.

Upload your webinar and supporting documents here to get your message out to millions.

Copyright 2020. Featured post made possible by Dvora Goldstein

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