How Can Webinars Enhance your Marketing and Sales Funnel?
05 Sep 2018
Consumers today have greater control of the purchasing process, they’ve harnessed the power of internet search and are already 70% of the way through a process of deciding who they want to buy from.
As such businesses need to re-invent how they connect with and respond to their target audiences. Webinars are a great way to generate demand, raise awareness, provide value, boost engagements, nurture leads and delight your customers.
Webinars are an effective and affordable way to capture prospects and progress them through the marketing and sales funnel. Webinars can be diverse and can be adapted to help your audience take the desired action at every stage of the marketing and sales funnel, from attracting prospects to converting, closing, nurturing and delighting them.
“According to a study by Content Marketing Institute and Marketing Profs, over 50% of B2B marketers use webinars as part of their content marketing strategy.”
From creating awareness and attracting an audience to identifying sales-ready leads and onboarding new customers, webinars can help you push prospects through each stage of the buying process much quicker and often with higher closing rates.
By using Email Automation to drive sign-ups to your webinar, you can identify your visitors and match their email address to their IP address to give you their name and the ability to track how they engage with you.
Turning webinar sign-ups into actual individuals provides you with better insights into how potential customers are engaging with you and helps identify how likely they are to take the desired action by assigning a lead score.
Using Email Automation to drive sign-ups for your webinar saves you time and helps you leverage behavioural data to drive lead scoring, segmentation and follow-up. Let’s take a look at some of the ways webinars can be used to enhance your marketing and sales funnel.
Using webinars to create awareness
Webinars are a cost-effective way of creating awareness and generating demand in your business. One of the main benefits of webinars is the wide-reaching audience they can attract, by promoting your live webinar using Email Automation, paid search and social media marketing you can quickly generate an audience for your live webinar.
Another benefit of webinars is after the live event you can add on-demand webinars to your website for potential customers to watch at their convenience.
Using webinars to drive engagement
Webinars are interactive, owing to the rich content used in them such as video, animation, audio, text and images, all of which help you convey your key messages. This helps your messages stand out and be more memorable and can also drive engagement. When people are engaged with the content they are viewing they are more likely to take action.
Using webinars to nurture leads
The real-time interaction that webinars offer can help to humanise your brand and personalise the content to viewers experiences or pain points. Providing this level of interaction to your leads can help you nurture them and progress them further along the marketing and sales funnel.
Webinars can help you feed your prospects with valuable information about your products and services while positioning your business as a thought leader and an authority within your industry. If you can listen to your leads pain points and provide a solution it helps to develop your relationship with your leads at every stage of the sales funnel, but especially the nurturing stage.
Using webinars to delight customers
The role of webinars goes far beyond attracting, nurturing, converting and closing your leads, they can also be used to delight. Add value to your customers with webinars that are designed to train and educate customers on how to use your products or services and seek to answer any questions they have to build customer loyalty and increase your retention and referral rates.
If you are interested in making webinars work for your business and using Marketing Automation to drive leads, then book a free SharpSpring demo to see how Marketing Automation can help.
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