The Buyer Psychology Secret To Getting More Webinar Attendees

Webinars are a fantastic way to connect with potential customers. They give you a chance to show off your expertise, demonstrate your knowledge and experience, and prove without a doubt that leads should come to you when they need solutions. Of course, it only works like that if you get the right people through the virtual doors. 

There’s a difference between getting sign-ups to your webinar and filling seats with attendees who are engaged, interested, and likely to convert down the line. Making sure there’s a distinction is one of the biggest challenges webinar hosts face. 

There is a solution, though. A way to easily and consistently pre-qualify leads and attract the right audience every time. Buyer psychology. By getting to grips with the psychology of sales and applying it to your webinar funnel, you’ll give yourself a strategic edge that increases conversions. 

The buyer psychology of purchasing decisions might seem like a daunting prospect, a complex beast that requires textbooks and deep-dive research to get a handle on. In reality, though, by the time you’ve finished reading this piece, you’ll have a good understanding of buyer psychology, and how to use it to boost webinar attendees. 

That’s a ScoreApp promise. 

Here’s what we’re going to cover to get you up to speed:

• What can go wrong – Why most webinar promotions fail to bring in the right leads, and what to do instead. 
• The psychology of buying – Understanding the buyer psychology secret that will make all the difference, and bring the right people to your webinar.
• The ScoreApp effect – How ScoreApp quizzes use buyer psychology to pack your webinars with your ideal leads. 

Why most webinar promotions miss the mark

Before we get into how to improve your webinar attendance with the psychology of sales, it’s worth taking a closer look at what most webinar promotions get wrong. 

For a start, it’s not a numbers game. You shouldn’t be focused on bringing in as many sign-ups as possible. It’s the classic quality over quantity equation: a bigger audience doesn’t always equal better results. What’s the point in an impressive number of attendees with low engagement and conversion rates? 

With that in mind, some of the most common mistakes when planning a webinar include:

• Targeting too broad an audience, leading to pretty uninterested attendees.
• Focusing on topics that don’t add value, speaking directly to the pain points your leads are looking for solutions to.
• Being satisfied with attracting attendees who are curious but not ready to take action, rather than ideal warm and hot leads. 

You’re better off targeting a smaller number of leads who are a better fit for your business. But is that easier said than done? Actually, you’ll be surprised at how easy it is when you use buyer psychology to pre-qualify your audience for maximum impact.

The buyer psychology secret: The power of self-discovery

If you want people to turn up to your webinar and actually engage with what you have to say, you need to make sure you’re speaking to them directly. Not on a first-name basis—that’d be a step too far. No, we mean personalizing the content to hit those relevant pain points and goals.

There’s a straightforward way to do it too. Use a ScoreApp quiz to get them to self-identify as your perfect attendee before they even register. By creating questions that lets the lead see their own challenges and goals addressed, you’ll encourage stronger buy-in. It’s known as the self-reference effect, and it’s a powerful piece of buyer psychology that makes leads more receptive to what you’re offering. Why try to convince them they need what you’re offering, when they can see for themselves?

What does that look like in the real world? Well, instead of promoting a webinar with ‘Join this session on how to improve your marketing,’ you’d frame your webinar sign-up with ‘Are you making these common marketing mistakes?’ It’s a more intriguing proposition, and one that invites exploration. 

And once the lead has seen which mistakes they’re making, they’re more likely to trust you to give them the solution.

How to use ScoreApp to attract the right webinar attendees

With ScoreApp, you can create a well-designed webinar funnel that attracts the right people. When you use ScoreApp alongside self-discovery and the psychology of buying, your funnel will be full of warm leads who recognize their needs and are primed to take action after the webinar. 

Here’s how to do it.

Ask questions that highlight the lead’s challenges

Nobody likes a hard sell, and so telling a lead how valuable your webinar is and why they should attend isn’t likely to land. 

Instead, use a quiz to let them discover for themselves why they need to attend. A quiz that assesses their situation will build an impression that the webinar is tailored to their needs. 

Use your ScoreApp data to write questions based on the interests and needs of your ideal attendee. By focusing on revenue, lead generation, scalability, etc., you’ll connect to them much quicker. 

An engaged lead is a converting lead, so be sure to grab their curiosity as quickly as possible. 

Use question results to pre-frame the value of your webinar

Packing your quiz or survey with relevant questions is only half of the story. The results of those questions are fertile ground for using the psychology of sales to boost your webinar attendance. 

A lead’s quiz results should leave them in no doubt that attending your webinar is the next logical step to overcome their challenges or achieve their goals. Make sure their score creates urgency while highlighting the opportunity at hand. 

For example, a lead’s quiz result could come back with a message reading: ‘Your marketing score is 6/10—there’s huge potential to improve! In our free webinar, you’ll learn exactly what to focus on to turn your weak points into strengths.’

They’ve been through the quiz, recognized their issues and had them quantified, and now a solution is being put forward as the next step. Buyer psychology is as simple as that. 

Segment your audience for higher engagement

One of the most powerful tools ScoreApp puts at your disposal is segmenting your audience. 

Not all leads or attendees are at the same stage in their awareness or conversion journey, so one-size-fits-all, blanket messaging isn’t going to have the biggest impact. 

That’s why ScoreApp automatically segments leads based on their quiz results. Through CRM integration, you’ll have access to valuable insights into every lead—insights that can then inform personalized marketing. When you personalize your nurturing and webinar reminder sequences, you speak directly to their challenges and build engagement. 

And by pairing lead segmentation with automation, you can reach out to different categories of your audience (those struggling with a topic and those who are moderately successful, for example) as soon as their quiz results come in.

How ScoreApp makes this easy

ScoreApp quizzes have been made precisely for attracting and qualifying the best leads possible. By putting a ScoreApp quiz in front of your webinar, you can automatically harness the psychology of sales to engage your audience before you even hit record. 

By taking advantage of buyer psychology, you can:

• Help leads recognize their biggest challenges, making them more receptive to your solution
• Develop a personal connection that increases engagement and attendance 
• Prime attendees to take the next steps before they even show up to the webinar.

And by combining the psychology of sales with a ScoreApp quiz, you get access to:

• Smart scoring to ensure attendees see the value in your webinar well before they attend
• Personalized results that hold a mirror up to the lead, boosting buy-in and building anticipation for the event and its content
• Automated follow-up emails that nurture leads based on their needs and goals and increase attendance. 

ScoreApp makes the process of increasing webinar attendees using buyer psychology effortless. That means you have more time and energy to focus on delivering value to leads who are going to convert, rather than just filling seats. 

Try ScoreApp for free today, and start using buyer psychology to fill your next webinar with your ideal, pre-qualified leads.