Hosting webinars is a great way to generate leads, but the key to getting a return on investment (ROI) lies in how you handle the post-event follow-up. Capturing a lead's interest is just the first step – the real work is turning that interest into action. You need consistent and meaningful follow-ups to keep your leads engaged, provide additional information, and build a relationship that goes beyond the webinar.
This article will guide you through best practices for effective follow-up strategies after your webinar to ensure you turn those potential leads into loyal customers.
What is lead nurturing?
Lead nurturing involves engaging with a contact after they've entered your database. This can include sending marketing emails, connecting on LinkedIn, adding them to social media, or any other way of staying in touch with your new leads.
Why nurture your leads? Core benefits
The process of registering for a webinar generates a list of potential leads, but without appropriate follow-up, they are likely to remain just that – potential leads.
Nurturing your leads is more than just a step in the sales process; it's a crucial strategy for building long-lasting relationships and driving your business's growth. Here are the core benefits of nurturing your leads:
- Increased conversions and sales
- Building trust and loyalty
- Better understanding of your audience
- Higher engagement rates
Generally speaking, regular engagement keeps the leads warm, ensuring you don't lose them to a competitor or due to disinterest. Nurturing helps maintain a connection, even if the lead is not yet ready to make a purchase.
Streamlining post-webinar lead engagement is essential for maximizing the potential of your initial marketing efforts. By building trust, understanding your audience, and maintaining engagement, you set the stage for increased conversions, sales, and long-term customer relationships.
Webinar lead nurturing best practices
How to nurture leads? What methods do you use to achieve quick results? Here are some tips we’ve checked out ourselves and can prove they work!
Nurturing leads from webinars involves reaching out to connect with registrants, regardless of whether they attended the webinar. Here are some of the most effective strategies to implement right after the webinar and in the days that follow.
Webinar lead nurturing automation strategies
After hosting a successful webinar, the work isn't over. To capitalize on the leads you've generated, it's crucial to engage with your audience through effective follow-up strategies. Here's how you can do it:
#1 Send presentations after webinars
Sending out materials promised during the webinar, along with any additional content, is a good way to keep your audience engaged. You can send out the webinar slides and other handouts immediately after the webinar. This gives your attendees a chance to revisit the content at their convenience, while also providing no-shows with a way to catch up.
When sending out these handouts, segment your email list based on attendance and customize the emails accordingly. For instance, send no-shows a message like, “We missed you at our webinar! Here are the slides and a link to watch the replay.” This approach increases the likelihood of engagement and conversion.
#2 Make surveys after webinar
Surveys are a great way to gauge how your webinar went and identify areas for improvement. They also show your audience that you value their opinions, which can strengthen relationships. Keep your surveys short and focused.
Ideally, four to six questions should be enough to get the feedback you need. Consider asking questions like:
Did you learn something new? How would you rate the webinar Q&A session? Were the presenters engaging? Would you recommend this webinar to others?
This feedback can guide you in making your next webinars even better.
#3 Use appealing Call to Action
Ending your webinar with a clear call to action (CTA) is crucial, but you can also reinforce it in your follow-up communications. Whether it's for a product demo, a sales call, or another action to move the prospect down the sales funnel, make sure your CTA is clear and direct. Explain how following your CTA helps your audience achieve their desired outcome. A good follow-up CTA delivers something useful, strengthening your relationship with the audience.
#4 Send out invitations to your next webinars
Include invitations to your next webinar or content piece in your follow-up emails, but be strategic about it. You don't want to overwhelm your audience's inbox. If you have additional content to share, consider sending follow-up invites a few days later, particularly if they're related to the original webinar. This gives you an opportunity to engage with those who showed interest in your event, encouraging them to attend future sessions.
#5 Send out follow up emails
After the webinar, promptly send emails that contain links to the replay, the presentation slides, and any handouts. Ensure to include any crucial calls to action within the next few days.
Following these post-webinar strategies can help you nurture leads, build relationships, and ultimately drive more conversions. Tailor your approach to fit the needs and preferences of your audience, and you'll see greater engagement and success.
How can the LiveWebinar platform help in lead nurturing?
LiveWebinar can help in lead nurturing by providing a comprehensive set of tools and features designed to engage, track, and convert leads.
Automated lead nurturing
Using our platform, you can organize strategic email campaigns and automated follow-ups. With the webinar invitation template feature, you can set up automated follow-up sequences that send personalized emails to attendees after a webinar. You can add your colors, logos and any messages you want. This way you keep your audience engaged and minimize the work put into preparation. This enables seamless webinar lead management.
Cross-channel promotion automation
LiveWebinar offers a wide set of integrations with CRM and Marketing Tools, enabling seamless lead management. You can automatically import leads into your CRM, track their activities, and engage them with targeted marketing campaigns.
This will help you promote webinars across multiple channels, including social media, email, and your website, using LiveWebinar's marketing tools. This broadens your reach and ensures you capture leads from various sources, giving you more opportunities for nurturing.
Webinar lead nurturing workflows
With LiveWebinar, you can engage leads with interactive content, such as polls, Q&A sessions, and downloadable resources. This interactivity helps build relationships with leads and provides valuable insights into their preferences and needs.
Integrating webinars with lead nurturing campaigns will be a piece of cake!
Automate your webinars
You can also extend the life of your webinars by offering on-demand sessions - called evergreen or automated webinars. This allows leads to engage with your content at their convenience, increasing the chances of converting them over time. You can also use on-demand webinars as part of a lead nurturing strategy to re-engage leads who missed the live event.
Finally, LiveWebinar gives you in-depth analytics. LiveWebinar provides insights into who attended, how long they stayed, what they interacted with, and more. This data can be used to refine your lead nurturing strategies and create more effective campaigns.