Nowadays, many companies all over the world have incorporated webinars into their overall marketing strategy. A webinar can be a very powerful tool for generating high quality leads which will be eventually converted to buyers. However, merely hosting a webinar does not guarantee success in generating and closing leads. If not done properly, it will only result in loss of valuable time and money.
Here are some of the common lead generation mistakes you need to avoid:
- Not segmenting your audience
Many marketers make the mistake of offering ‘blanket’ webinars to their audiences, thus failing in their efforts. The aim of a webinar should be to reach people based on where they are in the marketing life cycle. While some customers and prospects need more convincing, others are ready to buy. Therefore, successful lead generation will require segmenting your audience and creating relevant webinars for each segment.
- Not sending email reminders
Most people are very busy and thus likely to forget about your webinar even after signing up. Therefore, to ensure a high attendance, it would be advisable to send an email notification daily for at least one week prior to the event. On the last day, you could send several emails while counting down to the webinar.
- Failing to follow up
It would not make sense to hold a successful webinar and then fail to do a follow up. Once the webinar is over, be sure to send an email thanking participants for attending. Find out what their experience was and if they have any questions. Don’t forget to send them more downloadable resources and relevant articles. And remember to invite them for subsequent webinars. Following up after webinars allows you to build a mutually-beneficial, long-term relationship with your audience
- Focusing too much on self
Many marketers spend too much time talking about their companies; how many customers they have, how long they have been in existence and why they are better than the competition. This is a big mistake. When customers and prospects attend your webinar, they don’t really care about your company and what it has achieved. Instead, they want to know how your products or services can help solve their problems.
- Failing to optimize webinar landing pages
Make sure your webinar landing pages are optimized to generate the highest number of leads. One of the best ways of optimizing your pages is by integrating social media buttons. This will allow your visitors to share the information with their networks. In addition, you should consider having a form that visitors can fill in join your mailing list. This list will be useful for following up customers and prospects in future.
- Not having sufficient proof
With the rise of scams and cyber crime, people have become very cautious when it comes to online transactions. It is therefore very important to build trust with your audience from the onset. You can do this by displaying social proof such as case histories, testimonials and symbols of trust on your webinar landing pages. This will increase your credibility and enhance the chances of making a sale.