79%.
79% of prospects are willing to share their contact details in exchange for attending a webinar!*
Having experienced a boom when physical events were confined and cancelled, webinars have now established themselves as a real channel for communication and acquiring new prospects.
Whether you want :
- Generate new leads 🧲
- Increase your visibility ⭐️
- Build your expertise 💡
- Interact with your target 🤝
Webinars are the perfect exercise for you!
But organizing this type of event involves a number of key stages : choosing your theme, communicating your conference, broadcasting the replay...
How can you ensure the success of each of these stages ?
Here are our keys to success! 🗝️
*DemandGen, 2021
STEP 1 - Choosing the theme
To ensure the success of your webinar, it's vital to carefully select the topic you're going to cover.
Avoid the temptation to include too much content! Although you may have a lot of information to share, it's best to focus on a specific theme. Don't skim over topics, and prioritize the quality of the content you offer, rather than quantity.
To do this, please take the following factors into account when choosing your theme:
- Relevance to your target audience The first consideration when choosing a theme is to take into account the interests and needs of your target audience.
Ask yourself questions such as: What topics are my audience interested in? What problems are they looking to solve? By identifying your audience's needs, you can select a theme that will arouse their interest and commitment. The more relevant the topic is to your prospects, the more likely they are to participate in your webinar.
2. Positioning as an expert The choice of topic allows you to position yourself as an expert in your field. Choose a topic in which you have solid expertise and can share in-depth knowledge. When you present a webinar on a topic in which you have expertise, you establish your credibility and reinforce your reputation as an expert, which can generate trust and interest in your event.
3. Differentiating from the competition It's essential to choose a theme that stands out from the competition. Research what topics have already been covered in similar webinars, and identify opportunities to offer something new, unique or innovative. By offering an original perspective or addressing a less-explored aspect of a topic, you'll pique the interest of potential participants who are looking for fresh, different information.
4. Alignment with your objectives The theme you choose must be in line with the objectives you wish to achieve with your webinar. Whether it's to promote a product, share knowledge, generate leads or reinforce your brand, make sure the theme you select is in line with these objectives. It must serve your overall strategy and contribute to achieving the desired results.
5. Long-term impact The choice of theme can also have a long-term impact on your business. If you hold regular webinars on a specific topic, this can build loyalty and attract a recurring audience with an interest in your field. What's more, it can help build a community around your brand and establish lasting relationships with your audience.
Not sure what issues to choose for your future webinars?
We can help! We offer you a free 20-minute working session with our Marketing Director to identify relevant themes, in line with your expertise and challenges.
STEP 2 - Communication
To promote your webinar in the best possible way and maximize the number of participants, it' s crucial to use several communication channels and plan accordingly.
By diversifying your communication channels, you can reach a wide audience!
At the heart of your various communication channels: a landing page with your registration form.
Then use targeted e-mails to invite your existing contact list, or create pop-ups on your website to attract your visitors' attention.
At the same time, take advantage of social networks to share engaging content.
On LinkedIn, use video or create a dedicated event to reach people outside your database!
Each communication channel has its own specificities and can reach different audience segments. By diversifying your channels, you increase your chances of reaching a wider audience and optimizing your conversion rate.
Work on your copywriting
Situation:
Identify the situation or challenge facing your audience
Obstacle:
Highlight the obstacle preventing them from achieving their goals.
Action:
Present your webinar as the action to be taken to overcome this obstacle
Result:
Highlight the results they can achieve by participating in your event
⚠️ Once participants have registered, keep communicating with them to maintain their commitment. Send reminder emails, usually 2-3, to remind them of the webinar date and time. Also consider creating an event in their calendar with all relevant information, such as theme, date, time and login link. This will make their planning easier and reduce the risk of forgetting!
By following these tips, you can effectively increase the number of participants in your webinar.
Don't forget to analyze the results of your promotional efforts!
Chez Kestio, nous organisons en moyenne une trentaine de webinars par an avec plus de 100 inscriptions en moyenne. Nous pouvons ainsi vous accompagner dans la mise en place et l’organisation de votre webinar !
STEP 3 - Live
Once you've attracted enough prospects (and customers) to your webinar, it's time to go live!
A single watchword for your event: interactivity.
Your webinar shouldn't be a simple online conference where your presenter recites his content, without any interaction with the participants.
Even if you can't see it, you have an audience in front of you during your live event! Don't forget them, and interact with them.
Most webinar solutions (Livementor, WebinarJam, GoToWebinar...) include polling tools, which are a great way to break the ice at the start of a webinar and encourage your audience to interact with you. Ask them questions, get their feedback, get them actively involved in your webinar!
For this, we advise you to bring along a moderator who can take all the questions and comments from your participants. Their role will also be to encourage them to react to your presentation.
Some webinar formats are more interactive than others.
If your main objective is to interact with your audience, then consider these different formats:
- Webinar duo or teamto bring in different experts on the same topic
- Question-and-answer session to collect all your prospects' questions about your issue
- Experience feedback to put yourself in your persona's shoes
- Interactive Webinar where you can involve participants in your event live
At the end of the day, webinars and sales aren't very different!
In both cases, you need to ask your audience as many questions as possible, so as to share with them the solutions best suited to their needs.
Pour vous aider à initier cette dynamique d’échange lors de vos webinars, nous vous partageons justement un webinar dédié à l’art du « Kestionnement » (comme Kestio 😉).
The parallel between sales and webinars is easy to draw!
STEP 4: Lead follow-up
As you've seen, hosting a webinar is the perfect opportunity to talk directly to your audience.
But webinars allow you to go further than that, andidentify prospects who are genuinely interested in your offer , and therefore likely to become customers.
For this, think of the Call to Action !
For a webinar, your Call To Action can be :
- Access to the presentation support or replay of your conference 🔁
- Download additional content related to the theme (such as a white paper) 📚
- Demonstrate your tool ⚒️
- A direct exchange with a member of your team 💬
To carry out these various actions, your prospect will have to complete a form asking for his contact details.
As a reminder, 79% of prospects are willing to share their contact details in exchange for taking part in a webinar!
The objective ? Communicate to your sales team the various prospects who have completed your CTA, and who are therefore interested in your solution, so that your sales team can talk to them.
To ensure the success of your Call to Action, your marketing and sales process must be as clear as possible:
- Distribute the CTA at the most opportune moment (most of the time, at the conclusion of the webinar) ⏰
- Calling hot prospects in the days following the event 🔥
- Call pitch linked to established Call to Action 📝
- Exchange of e-mails after the call ✉️
Collaboration between your marketing and sales teams will therefore be crucial to the successful qualification of your prospects. Your marketing team needs to give as much information as possible about the webinar theme and the CTA being pushed, so that your sales team can be as relevant as possible in their exchanges. Your sales team needs to be able to contact the prospects identified during the event quickly, so that they don't forget the different content discussed during the webinar.
How can you ensure that your marketing and sales organizations are properly aligned?
Download our diagnostic, giving you a 5-point score based on various criteria (lead processing, sales generated...).
STEP 5: The expert's tip
