Generating leads is a key to successful sales and marketing programs. When a prospect willingly provides you with their contact information, they are expressing an interest in what you have to offer. Leads can be converted into sales if you take the time to build a relationship with them.
In the past, leads were slowly collected through cold calling, networking and even (gasp) purchasing lists. The Internet has opened the door for lead generation to occur faster through virtual online connections.
So what is a surefire way to collect quality leads? I recommend webinars.
Webinars provide an easy way to generate a vibrant list of leads for your sales and marketing team. In fact, more than 60 percent of marketers use webinars as part of their strategy. (Source: Content Marketing Institute)
Using webinars to provide free content to people who want to learn more about a particular topic opens the door to connect with prospects around the globe. This interactive, engaging content establishes your brand as a thought leader and expert. Webinars also provide the opportunity to interact and build connections with your targeted audience.
So how do you use webinars to generate leads?
Provide Valuable Information. When someone signs up for your webinar, they are giving a strong indication that they are interested in the what you’re offering. It may begin with interest about the content of the webinar. But you can nurture a relationship with that lead over time when you consistently provide them valuable content that meets their needs and wants.
Create a Sense of Urgency. Intentionally connecting with people can sometimes be like herding cats. They are all over the place and hard to pin down. But if you create a sense of urgency, people can be persuaded to act quickly without overthinking about whether they should sign up. You can do this by limiting the number of seats available for the webinar, providing a countdown timer to indicate when the webinar begins or giving aways a lead magnet to the first x-number of people who register.
Use Lead Magnets. Everyone likes to get something for free. Provide webinar registrants with a quick downloadable PDF that answers a burning question or provides top how-to tips about a particular topic they are interested in. Up the ante by only giving your lead magnet to the first 100 people to register. (And be sure to stick to your word.) This will encourage people to act quickly to get the information that provides answers to solving a problem.
Leverage Partnerships. When you create a webinar that partners with an expert outside of your company, they can help promote the webinar to their followers. By doing this, you are casting your net twice as far and increasing the number of people who sign up to attend the webinar. In turn, you are increasing your number of leads. Just be sure to put language on your opt-in form that says something like this “By signing up for this webinar, you may receive emails from our company and the webinar presenter that you may opt-out of at any time.” This phrase is important as it covers your CAN-SPAM compliance.
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