The various marketing tools available for lead generation continue to improve with technological advances, but it’s up to you (and your company) to take advantage of them. Of these, lead generation webinars are some of the most effective ways to gather information from people who are genuinely interested in what you have to offer. Your lead generation webinar should have five characteristics to be successful, and you can learn more about each one below.
The Content Must be Educational
The purpose of a lead generation webinar is to trade valuable, educational information about a subject to your viewers in exchange for their contact information. However, this needs to be a fair trade, so it’s critical that you make absolute certain that the information you provide benefits your viewers in some way. Don’t tell them things they already know. Instead, find out what kind of problem your audience is experiencing, then educate them on how your product or service can solve that problem.
Share Only Relevant Information
The content you deliver during your lead generation webinar must be relevant to your audience, which is where segmentation comes into play. Different companies within the same industry may be interested in your product or service for vastly different reasons, so make sure you understand what those reasons are and set up your webinar in such a way that each group of people sees only the content that is relevant to their needs. Today’s streaming platforms make this simpler than ever before, and you might be surprised at just how much customization and personalization you can put into a webinar.
Deliver Content in Digestible Chunks
A six-hour webinar that goes over every minute detail and use case of the product or service you’re offering isn’t going to be enjoyable for your viewers. Your goal should involve ensuring that your content is succinct, but still valuable. Again, this is where segmented delivery is a huge bonus since you can tailor the content each viewer group sees based on their own unique needs and pain points. The best way to do this is to research the most common pain points and spend a little time with each one, then give your viewers the opportunity to explore related content – e-books, additional webinars, and more – specific to their needs.
Authoritative Delivery Seals the Deal
You want to make sure that you deliver all this educational, relevant, and digestible information in an authoritative way. First and foremost, make sure that you are only delivering facts and that you are not making any inflated claims that your product or service might not live up to later. Second, the person presenting the content to your audience must do so in a positive and upbeat manner without an iota of hesitancy. Even a slight hiccup can immediately make your audience skeptical. Ultimately, you want to show your audience that you understand their pain points and you have the knowledge, experience, and desire to help them.
Lead Generation Requires a Persuasive Approach
Last, but most certainly not least, you’ll need to make sure that your webinar is accomplishing its goal – lead generation. To generate leads, you need information, and to get information, you need to persuade your audience to provide it. Once again, a lead generation webinar is a trade-off. You provide your viewers with information that is valuable to them, and they provide you with their contact details. The best way to persuade your audience is to ensure that your webinar has the other four characteristics listed above.
Lead generation webinars have the potential to be extremely powerful tools that can completely transform your business, but it’s important to remember that your webinars must be mutually beneficial. These five characteristics – along with the right partner platform – will help you generate leads at an incredible rate.