Why Spend Money on Advertisement When You can Build Your Sales and Marketing Funnel Through Webinars Through Organic Marketing?

Webinar sales funnel

Table of Contents

Webinar Funnel Secrets 

 

Given that most leads turn cold, the effort must be on increasing the percentage of lead conversion. One such medium where marketing efforts can improve the percentage conversion is webinars. It is a marketing medium where the generation of leads directly correlates with the participants’ interest in the subject. Hence, the chances of conversion always tend to be on the higher side than every other marketing initiative. 

This blog seeks to interest readers on how to build a sales and marketing funnel with webinars. This write-up is meant for marketers who may be convinced about the potential of webinars. However, they may  still harbour nagging doubts about the validity of webinars as a marketing medium. We seek to spell out the strategy for building a marketing funnel for each stage of the buyer’s journey and how a webinar can be instrumental in nudging the prospect through the lead pipeline.

According to the latest reports, 2/3rds or 66% of B2B marketers are convinced about webinars being an effective marketing activity. This information pertains to the US alone; when Europe, Asia, and the Middle-East are taken into account, this number could be higher than expected.

 

Webinar Marketing Funnel Step-by-Step  

 

Webinars deliver a brand message. It is also a valid medium to educate and inform the audience and connect with them at a deeper and more meaningful level. Now that we have understood the potential of webinars; let’s delve into the specifics of targeting the prospect at every stage of the sales funnel through a webinar. 

 

Top of the Funnel (Awareness Building): 

 

At this point, when the audience is not familiar with your brand, it can be a good idea to host a live webinar to position yourself as a trustworthy thought leader in the industry. The webinar will not only improve awareness but will generate qualified leads with a high potential for conversion.

 

At this stage in the buyer’s journey, most of the audience will only have a broad idea about the topic. Hence, it becomes essential that the topic title and the subject matter are as eye-catching as possible. Brands hosting webinars must be careful not to be overly promotional and should have content in an easily digestible format to create the maximum impact.

 

Middle of the Funnel (Presenting Expertise): 

 

In the middle stage of the funnel, the audience is more familiar with the brand/ topic and are looking for solutions. This is the time to present your expertise with a promotional approach and nurture the interest of the participant with the specific solutions that you offer.

 

But keep in mind the fact that the audience is still looking for information. Hence, the thrust of the webinar content must be on educating the audience. The content must delve deeper than what was presented for the top of the funnel audience. At this stage, you can even integrate content like whitepapers and case studies to increase the audience’s trust and confidence in the brand. Gaining trust is important because now you have the audience’s complete attention for the solution being offered by your brand.

 

Bottom of the Funnel (Demonstrate Solution): 

 

This part of the funnel contains an exclusive set of audience that is more than just interested. In fact, they have assimilated your message, have identified your brand as a possible solution to their problem, and are ready to engage. This segment of the audience is only one step away from making that purchase and happens to be most receptive to sales pitches.

 

The best way to engage this audience is through a live webinar, where you demonstrate the solution/ product and prove to the audience that they are making the right choice. In most cases, a brand would make the right noises and would aptly address the pain-points presented in the previous stages.

 

Content creators need to solicit inputs from the sales team while scripting the webinar, as their on-field sales experience would make the content more accurate and driven by the ground realities of the market.

 

Always End with a CTA (Call to Action): 

 

The purpose of each webinar is to nudge the prospect into the next level in the buyer’s journey. Hence, each webinar must end by laying down the expectations from the brand to the audience. That said, remain conscious about not asking to buy at the “awareness” or “top of the funnel” stage. Instead, encourage them to sign-up for the next webinar.

 

To keep the conversation going, you could offer exclusive content and ask them to take part in a quick poll to understand the effectiveness of the content presented. Always keep in mind that a webinar only fulfils its potential when the right kind of audience engages with it. Meaning, you need to have a good understanding of the type of target audience to whom you want to present the webinar. . It is more or less guesswork, but in the long run, you would stay clear of pitching to a disinterested audience with dismal rates of conversion.   

 

Hosting a webinar is not the end of the story; these are only leads and have to be converted through follow-ups. As a marketer, you need to be prepared with the analysis of the available metrics post-webinar. It can give you interesting insights into what’s working and what’s not. Based on this information, you would be able to tweak your strategy for the next webinar. With consistent and continuous improvements, your conversion rates will climb higher. Above all, webinars could become “the” potent weapon in your arsenal when it comes to marketing your brand.

Frequently Asked Questions

With organic marketing, the brand tries to market itself without paying for ads to reach the audience. The process is slow and takes time for wider outreach. On the other hand, paid marketing involves paying for ads on social media platforms and search engines for wider outreach among the audience with guaranteed results. The process is faster and takes the brand to a wider audience. 

Once your webinar is in place, you need an audience to consume what is being spoken. Without an audience, there is no sales or marketing funnel. So, the message about the webinar must reach the right kind of audience. Here is where you build your buyer’s persona and promote the webinar to an ideal audience keen on buying. While there may be many avenues to generate participation, these happen to be most effective:

  • Paid Advertising: This is one thing you can do to ensure your message reaches a wide audience. Social platforms no longer are built for organic reach, as most of them have turned into “Pay to Play” models.
  • Email Marketing: Use your email list to the optimum by introducing the audience to your webinar by directly reaching into their inboxes.
  • Social Media Posts: Remain present on all the major social media platforms and convey the webinar’s message with repeat posts.
  • Blog Updates: If you have a loyal user base for your blog, ensure to leverage the reach by informing your audience about the upcoming webinar.

Follow-Up with Non-Converters: Some potential participants tend to drop out at the last minute due to trivial reasons. It is a good idea to follow-up with them to get them on board. 

When it comes to organic marketing, one can go for Search Engine Optimisation (SEO), wherein specific keywords inserted into a webinar’s title would likely make it more discoverable by the audience. While on social media, the emphasis would be on building an online community of loyal followers who are willing to take profitable action when a webinar gets promoted or publicised on the social platform. Today, the success of organic marketing is quite limited since major social media platforms are functioning on a “Pay-to-Play” basis. That said, there is still scope for organic reach if done with a long-term vision and commitment.

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