How Can Webinars Enhance your Marketing and Sales Funnel?
05 Sep 2018
Why would you need Webinars? Consumers today have greater control of the purchasing process. As they have now harnessed the power of internet searching. And are already 70% of the way through the process of deciding who they want to buy from before making contact.
With this in mind, businesses need to reinvent how they connect with and respond to their target audiences. Webinars are a great way to generate demand. Not only do they raise awareness, provide value, boost engagements, nurture leads, but also 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. They can be adapted to help your audience take the desired action at every stage of the marketing and sales funnels. From attracting prospects to converting, closing, nurturing, and delighting them, webinars are a great tool for your business.
“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.”
How Can Webinars Help you?
Webinars can help you, from creating awareness and attracting an audience to identifying sales-ready leads and onboarding new customers. They can push prospects through each stage of the buying process much quicker and often with higher closing rates.
You can use Email Automation to drive sign-ups to your webinar. By doing this, you can identify your visitors and match their email addresses to their IP addresses. This gives 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 it helps you 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. It also helps you leverage behavioral 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.
Another benefit of webinars is after the live event you can add them to your website as on-demand. And you can offer them to potential customers to watch at their convenience.
Using webinars to drive engagement
Webinars are interactive. Rich content used in them such as video, animation, audio, text, and images, all 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 you to humanise your brand and personalise the content. By providing this level of interaction you can help nurture your leads and progress them further along the marketing and sales funnels.
Webinars can help you feed your prospects with valuable information about your products and services. As well as positioning your business as a thought leader and an authority within your industry. If you listen to your leads’ pain points and provide a solution it helps to develop your relationship 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. Furthermore, they can add value to your customers. By using webinars that are designed to train and educate customers on how to use your products or services you can answer any questions they have, which, not only builds customer loyalty but also increases 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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