Digital Marketing from the Trenches : Live at the Hive
5 Lead Generation Tactics To Use For Your Next Webinar
In-person meetings are not coming back any time soon.
Webinars are an excellent alternative, and a great way to build up a lead generation program and boost sales. To help, we will be discussing 5 lead generation tactics you can start using today for your next webinar.
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Google is making BIG moves again with its new core update. You can read about it here:
Google December 2020 Core Update Is Live - Here Is What We See Now - So far, and it's early, this appears to be an actual Google core update. Some sites have reported huge wins or losses, like over 30% or more, and it is less than a day since it began to roll out.
A digital presence is critical for a business to survive in 2020.
So it’s a good time to break down how to develop a successful webinar!
Here are the 5 lead generation tactics we will be discussing:
#1 - Create a Profile of your Ideal Buyer.
#2 - Create Webinar Content That Speaks to Potential Leads.
#3 - Promote Your Webinar.
#4 - Develop a Lead Score Process Specific to Webinar Leads.
#5 - Post-Webinar Lead Nurturing
Let's dive in!
#1 - Create a Profile of your Ideal Buyer
You can't pull off a successful webinar if you don't understand who your customers are.
You might think you want to attract as many people as possible, but that's not actually a good idea.
Think of it this way - do you want 1 million attendees and no engagement, or do you want 1000 attendees and 50 qualified leads?
It's all about reaching qualified leads.
Attracting a group of people who will never be your customer is a waste of your time, energy, and resources.
That's why it's essential to understand who your prospects are, what they're into, what their pain points are, and how you can help them.
A buyer persona is a detailed description of someone who represents your target audience. This person is not a real customer but a fictional person who embodies your best potential customers' characteristics.
A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. The idea is to think about and speak to this model customer as if they were a real person. This will enable you to craft marketing messages targeted specifically to them.
Let's walk through a case study to help paint a clearer picture of the process.
Amy will be our case study as we work through the 5 lead generation tactics for her webinar.
Amy is the owner of a Knit Wear store, and she’s looking to host a webinar.
Do Thorough Audience Research
Amy has found that women aged 25-35 are starting to pick up knitting, and it’s a great avenue to target.
Identify Customer Pain Points
Amy’s customers feel they lack real-world skills and want to branch out into new things.
Identify Customer Goals
To learn how to make their own various types of clothing.
Understand How You Can Help
Learning a new skill can help open up new doors, and Amy can provide that knowledge.
Create a Buyer Persona