How To Use Webinars for Lead Qualification
Yes, even in the zoom-fatigued world we live in, webinars ARE still beneficial, particularly for lead qualification. How can you use them as such? Let me explain:
1. Keep it short-ish.
Getting people to sign up for a virtual event of a half-day or more may be challenging, but 30-45 minutes? Sure! (Yes, that’s really all you need.) Advertise this up front in the marketing material and have a calendar invite sent to them after they register.
If Q&A goes further than time allows, those are hot leads my friend! Take it offline.
2. Reengage cold prospects with timely content.
Webinars are a perfect re-engagement activity and lead qualifier. Think about all those people in your existing network who “like” a social post or open your emails, but never ask for a meeting/call.
Send them a personalized invite to your webinar on a timely topic they care about and you can turn that “casual viewer” into a “Oh sh*t! He/she can really help me with that. I need a call” kind of hot lead.
3. Qualify those leads without them even realizing it.
Yep! You can do this and they won’t even know you’ve qualified them. How? It’s all based on how long they stick around. Every webinar platform should be able to tell you at what time people drop off.
If they stick around to the end of the content, you’ve delivered solid content. Follow up separately after. They are a warm lead and/or solid brand ambassador. (Both are a win!)
If they stuck around for your “special offer” you promised in the beginning to those who hung around until the end, they are a warm lead. #win!
If they suck around past the special offer AND reached out to you with your call to action for a personal 1-1 call, hellooooooo HOT LEAD!!!
If they dropped off early, the topic resonated (i.e. they signed up & showed up) but the delivery didn’t fit them after all OR babies/dogs/doorbells got in the way. Whatever the case, you should followup with them, but they should not be your top priority. These are cold as cucumbers.
(NOTE: More details on each of these elements of a successful webinar can be found here.)
Each of these audiences should get a followup, just prioritize them accordingly and you can turn those causal “likes” and “opens” into actionable leads.