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How to Nurture Your Webinar Leads

How to Ensure Your Webinar's Success with Lead Nurturing

Category:  Industry Leader Interviews  Technology Marketing  Lead Nurturing  Content Marketing  

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Mike Agron, webinar expert, headshot

In this post, I interview my colleague, webinar expert Mike Agron of WebAttract, on getting the highest ROI out of your webinars with lead nurturing. Learn the finer points of nurturing leads that aren't quite sales ready.

If you’re planning a webinar, it's important to develop a well-thought strategy for segmenting and following up on leads. Some of your webinar leads will be immediately sales-ready and others won't. It's the "not quite sales ready" leads that are prime candidates for lead nurturing.

Mike, author of the excellent eBook “WebinarReady™”, says the excitement and anticipation of the webinar create momentum, but once the event is over, it’s often back to business as usual.  Not having a solid plan in place for lead follow-up can negatively affect your webinar's ROI.

Consider these ideas for nurturing leads after your webinar:


1. Learn More about Your Audience

Since a webinar is a virtual event, use the webinar registration process as an opportunity to learn more about your audience. It’s very easy to do and helps ensure your content is helpful and high-value. 

Mike recommends asking your audience a few simple - but non-invasive - questions on your registration landing page such as “What do you want to learn from this webinar?” 

This feedback is invaluable as you’ll be able to both understand what they want to get out of the session and polish your message if necessary.  Folks registering will appreciate you asking for input, and you’ll be surprised how valuable this feedback is to your webinar’s success.

During the webinar, use a few on-line polls for the audience to weigh in on a particular topic. Not only does this make the webinar more interactive but it provides real time feedback to your speakers.

Don’t forget to ask a closing poll question near the end of the webinar like “Which of these topics that we covered today are you most likely to implement?”

Depending on your webinar platform, you can also look at statistics after the event to gauge interest and segment your audience appropriately.

To do this, Mike suggests looking at:

  • How long was the participant on the webinar?
  • Did they participate in polling questions?
  • What was their overall interest level during the webinar?

This informal market research helps you create relevant content to intelligently follow up with prospects after the webinar. It also helps you make quick decisions about what types of lead nurturing content would be most useful and relevant to your audience.


2. Follow Up Within 24-48 Hours with a Targeted Email

For most webinars, you have two potential segments to target – those who attended the event and those who registered but didn’t attend.  Segment your follow-up messages appropriately for each audience and send them out within 24-48 hours after the webinar.

For attendees, your goal is to build a relationship by sending them helpful, high-value information.  The data you’ve gathered before and during the webinar is a golden opportunity to develop your content strategy to align to their specific interests.

You can send a thank you email with a link to the recording and links to additional helpful information like an eBook, an FAQ-style list of audience questions that were answered during the webinar (or those you didn’t have time to answer), or a Cliff Notes-style summary of the content covered in the webinar.

For those who registered but didn’t attend, your goal is to convince them that listening to the webinar recording is worth their time.  Send a “Sorry you missed our webinar” email with a link to the recording and a brief summary of interesting topics covered in the webinar. You could also include testimonials from those who attended the live event to further demonstrate that listening to the recording is a worthwhile time investment.


3. Nurture Leads with Ongoing High-Value Content

Continue the conversation with your webinar audience by building an auto-responder campaign to nurture these leads and build relationships.

The auto-responder campaign can be a series of email messages that link to additional helpful content like blog posts, videos, podcasts, or industry articles.  You could also build an auto-responder eCourse on a topic similar to your webinar theme and email out a new lesson every few days.

Track who downloads which pieces of content and then send them a personalized email asking if they’d like more information on a specific subject.

Mike suggests tiering your leads into buckets, A (Sales Ready), B (Requires Nurturing), or C (Not a fit) , and then following up with the most promising leads promptly via phone.


Learn More About Lead Nurturing

Here are more popular articles on lead nurturing:

"Principles for Creating a Successful Lead Nurturing Campaign"

"How Lead Nurturing Helps You Close More Deals"


Next Steps

Need a lead nurturing plan and engaging content for your next webinar?  I’ve helped high-tech companies do just that with email nurturing programs that engage their buyers and get them to say yes.

Learn more about my Lead Nurturing Package or visit my Copywriting Services page.

Comments

Do you plan your webinar lead nurturing strategy before your event?  What tactics do you find work best for lead nurturing?

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