Webinars are one of the most powerful ways of generating leads, building trust, and showcasing your brand’s expertise.
With the right marketing strategy, you can engage droves of potential customers and get an edge on the competition with your webinar content – especially if you use it as a lead magnet.
Webinars differ from traditional lead magnets – think PDF guides, whitepapers, or eBooks – as they provide two-way engagement and live audience interaction.
Positioning your webinar as a lead magnet means you can create a highly engaging experience that offers real personal value to your prospects – and skyrocket your conversion rates in the process.
In this guide, we’re going to tell you how to use your webinar as a lead magnet and explain how ScoreApp will enhance the entire process.
Why webinars make great lead magnets
Around 91% of B2B professionals alone see webinars as their preferred style of content for attracting leads – and for good reason.
Given a lead magnet is like dangling a digital carrot in front of your target audience, webinars are the perfect tool to inspire engagement.
Webinars warm up your existing audience and generate new leads in a way that’s far more personal and value-driven than a traditional lead magnet.
You can also launch Q&As, polls, and live feedback to build a rapport, cement trust, and engage with your audience in a way that stands out.
The people who attend your webinar are usually highly engaged and, as a result, more likely to convert from warm leads into paying customers.
The business-boosting benefits of using webinars as lead magnets
Using your webinars as lead magnets offers a treasure trove of potential benefits for your business. Here’s why:
- They promise more insight and value than static lead magnets
- They give you the chance to showcase your brand authority and expertise
- They build trust and generally have a healthy conversion rate
- They allow you to interact with your potential customers in real time
- They empower you to address customer questions and address objections on the spot
Planning a webinar to maximise lead generation
To work as a successful lead magnet, your webinar content has to be relevant – there’s no wiggle room here.
Choosing a topic that really resonates with your potential attendees’ goals, aspirations, or pain points will create an emotional connection that will entice them to sign up and turn up to your webinar.
Here are some tips on how to develop a webinar topic that meets your leads’ needs:
- Choose topics and subject matter that align with your strengths and expertise
- Research emerging trends in your niche or industry to give your webinar an engaging hook
- Look at your competitors and find out how to do things better than them
- Gather insights and data based on your prospects’ interests, needs, and pain points
To expand on our last point, collecting relevant insights into your prospects is the most effective way of giving them personal value. Oh, and the good news is you can do this during the webinar sign-up process.
Optimising your sign-up process effectively: top tips
By improving your webinar sign-up process, you can get to know your attendees on a deeper level and create a personalised experience that drives more conversions.
Creating a customised webinar landing page will grab your prospects’ attention and give them an insight into the benefits of attending from the get-go.
You can also use ScoreApp to direct your attendees to an interactive lead generation quiz and ask them pre-qualifying questions when registering.
This will not only make the process more engaging, but you’ll connect with valuable data from potential attendees. You’ll be able to segment your attendees based on their answers and reach out to them with messaging tailored to their needs or interests.
How to promote your webinar effectively
To promote your webinar effectively and earn healthy attendance rates, you should start your marketing efforts around two weeks in advance. This will give you enough time to build a buzz and warm your registrants up.
Cross-channel promotion is essential to reach a wide net of high-quality leads. Creating content for your most engaged social media platforms and email marketing channels will help you get in front of the right audience.
It’s also important to create content that showcases the value of attending your webinar (a summary of what they will learn, mini case studies relevant to the subject matter, or an outline of the free resources they’ll receive, for example) in advance of the big event.
How to use email marketing to maximise webinar conversions
Sending your attendees personalised reminder emails and relevant content in the lead-up to your webinar is the best way to boost attendance as well as engagement.
You can integrate ScoreApp with your existing email marketing platform to send targeted reminders (which you can automate) based on the attendee segmentation data you’ve gathered from your interactive sign-up quiz.
How to engage attendees during a webinar
One of the best things about webinars is their highly interactive nature. That means you can use tools such as polls, quizzes, and Q&A sessions during the event.
With your host leading the way as an authoritative subject expert, you can keep your webinar flowing while serving up actionable content that delivers genuine personal value to your attendees.
Create interactive experiences with ScoreApp
By using ScoreApp to create an interactive webinar quiz, you’ll gain the insights for tailoring your webinar content to interest, inspire, and entertain your attendees from start to finish.
You can share your quiz data with your attendees during your webinar and dazzle them with insider insights based on their answers, interests, or preferences. This will make your webinar more conversational personable, and value-driven (the key ingredients for success).
How to convert attendees into leads
It’s not enough to impress your attendees during your webinar – you’ve got to engage them after the event. That’s the way to seal the deal.
Sending personalised follow-up content post-webinar will keep the engagement going and give the kind of added value that will convert your attendees into quality leads.
Here are some examples of the types of follow-up content you can send:
- Post-webinar surveys
- Thank you messages with a summary of the event’s key points
- Webinar replays
- Personalised offers or incentives
FYI: By segmenting your attendees based on their level of webinar engagement (whether they attended a portion of the event or stayed for the whole thing and interacted), you’ll be able to tailor your follow-up messaging in a way that drives more conversions.
Automate your follow-up process with ScoreApp
Leveraging the power of automation will make reaching out to your attendees with personalised marketing content a swift and simple process.
ScoreApp’s interactive feedback forms or surveys and automated engaging follow-up emails based on attendee behaviour will empower you to connect with your prospects post-webinar and earn more conversions with razor-sharp efficiency.
Use webinars and ScoreApp to supercharge your lead generation strategy
When handled correctly, webinars are incredibly powerful lead magnets. To earn consistent success from your webinar marketing efforts, you need to:
- Create a head-turning webinar landing page
- Enhance your registration with a quiz
- Use your quiz data to create personalised content in the lead-up to your webinar
- Tailor your webinar content to the needs of your audience
- Provide a personable and interactive webinar experience
- Segment your audience and send out engaging post-webinar follow-up content
From sign-up to follow-up, ScoreApp will simplify every stage of your webinar marketing process to ensure you get the best returns for your efforts.
Are you ready to transform your webinars into business-boosting lead magnets? Try ScoreApp for FREE today.
