How To Build a Successful Webinar Funnel Cont.
Welcome to the third part of our webinar funnel series where we simplify the process of building a funnel to a point where even the beginners can do it! In the last part of the series, we focused on marketing, schedules, and Facebook ads as the main method of driving traffic.
While that might sound like funnel building in a nutshell, there are plenty of other things we need to be focused on. After all, we just got started. This series will help you get the best out of your next webinar and max out all of its potential.
A simple webinar is a great way to showcase your marketing skills and provide value to your industry. Why not collect some leads and make sales while you’re at it? Some reports state that it takes up to 13 marketing steps to develop a hot lead.
A successful webinar can be a shortcut to this process as it will provide exposure for your brand and the ability to test the quality of your sales funnel. With that said, let’s get started with the second part of the series where we will look at landing pages in more detail. We will also touch up on capturing lead information and getting the buzz started!
How to Capture Attention with the Landing Page
In the previous part of the series, you learned how to set up Facebook ads. Now you have to determine the location that your ads will lead to. If you simply direct your visitors to your general website, they might get lost in all the information and end up leaving before taking any action.
One of the most important keys to building a successful webinar is making things clear and simple to understand. To avoid any confusion or bad user experience, direct your visitors to a clear and comprehensive landing page.
Here are some tips on how to increase the efficiency of your landing page:
1. Optimize the Headline
People’s attention span has shortened extremely over the past couple of decades. Believe it or not, 8 out of 10 people don’t even read past the headline. What this tells us is that an interesting and captivating headline is the key to grabbing people’s attention.
To write a killer headline that will drive traffic to your funnel, focus on shaping a clear message in few words. Make sure the headline is short and exciting, and that it contains a call-to-action that invites visitors to enter their information (you’ll see why in just a minute)!
2. Choose the Right Image
They say an image is worth a thousand words. This couldn’t be more true, especially when it comes to online webinars. Images are a great way to generate interest and raise awareness about certain topics.
For instance, if you use a plain stock photo that can be seen on any random site, you’re less likely going to generate any results from it. However, if you find a vibrant image that has a “wow” effect to it, we can guarantee that your visitors will be more likely to proceed with your funnel.
3. Keep It Simple
People’s attention spans are already short enough, you don’t have to stretch their patience even further by complicating the sign up process. The more steps there is to sign up for the webinar, the less likely people are going to go through with it.
Luckily, this problem can be solved easily. Just keep things simple and focus on a single action page as a way of capturing leads. A simple “Sign up now” button is enough to keep the visitors engaged without losing their interest.
Pro Tip: When selecting the landing page image, use an image related to the one you posted in the Facebook ad. This will create a nice consistency and a more dynamic feeling.
Why Is Capturing Lead Information Important?
Nowadays, people are expecting to receive some sort of a follow up before the event as a confirmation that their seat has been reserved. According to recent research, 43% of customers report that they are ore likely to convert if the marketing campaign includes good and consistent follow-ups.
If you’re not capturing people’s information when they sign up for the webinar, you’re letting them go before they even come to you. Collecting lead information will help you retarget those people and follow up with them until the event takes place.
Retargeting will keep the leads interested and excited for your event. If you simply ignored them past the sign up point, chances are most of the leads will either lose interest or completely forget about the webinar.
Research suggests that retargeted content increases searches and site visits, thus helping drive more traffic to your business. This can be done through email follow ups, SMS, or in-store push notifications. Some even take the retargeting further and schedule consultation calls with their leads.
There’s more evidence that customers react positively to retargeted material, which is why you should start capturing info right away. Here are a few tips to help you collect lead information:
Ask for the Right Information
In order to properly retarget your leads, you need to collect useful information that includes their name, email, and phone number. There is no need to over-complicate things with additional details such as addresses or age. Simply ask for the basic information that will help you leverage both email and mobile.
Capture Info the Right Way
After all, email addresses and phone numbers are considered personal information. Therefore, it is important how you ask for it. Avoid sounding too pushy or intrusive. The main goal here is to create a feeling of trust in order to form a positive relationship with your leads.
Pro tip: If you’ve held webinars previously, you can ask visitors if they have already attended one of your past webinars. If so, they can skip this step and offer them to log into their existing account. This will improve user experience and make your webinar look more professional.
Start Generating Buzz
If you’re asking yourself what generating the buzz even means, the entire concept is very simple. It means getting people excited about your webinar to the point where they are anticipating the event.
You want people to be so excited about the webinar that they start talking to their friends and colleagues about it. Word of mouth has always been one of the most effective forms of marketing and, by generating the buzz, you can leverage it completely free of charge.
Create a Thank You Page
Remember, you’re building the webinar to create trustworthy and positive relationships with potential leads and customers. To do so, make sure they feel appreciated once they sign up for the webinar.
After they submit the info you asked for, send them to a thank you page to let them know you appreciate their interest and the effort to sign up. To take things a step further, put a video on your thank you page.
It has been proven that thank you pages with video material increase conversions by almost 90%, which is a huge number! Make sure to consider adding a fun and valuable video to boost the overall success of the funnel.
Prepare a Worksheet
Another good way to make sure people show up at your webinar is to provide them with a ready-made worksheet. A free worksheet will help maintain their interest and hold them accountable for the next step.
Since they have already applied and they have a printable worksheet, they are more likely to stick through the entire process. It’s also a good idea to include the date and the time of the webinar as a reminder.
Use Contests to Drive More Traffic
You have to face it, not everyone is going to be open to providing their information, even if it’s as simple as an email address and a phone number. However, a contest can motivate them to take that extra step closer to the goal.
Offering a unique prize can increase the conversion rates massively and, if you let the attendees know that you will announce the winner during the webinar, they are definitely going to show up!
Don’t Forget the Social Media Buttons
Setting up social media buttons on your thank you page can significantly increase conversions, as your already converted leads will have a chance to share the webinar with their friends and followers.
Let them generate the buzz for you by using Facebook and Twitter buttons to share the news about the contest and the webinar. The additional linkbacks will also boost your SEO efforts, which is always a plus!
Pro Tip: It won’t hurt to get creative and mix up different marketing ideas to promote your webinar. Check out how you can build a perfect webinar and drive engagement to your funnel with these simple marketing strategies! Stick around for the third part of the series where we are going to look into additional strategies to convert registrants into attendees!
Click here to the next article: How to Create a Killer Webinar (Part 4/4)