Webinar and online event campaigns are similar to the rest of the campaigns in that you provide a lot of value before you go for the sale. The key here is education, positioning, and trust building.
WHAT THE CAMPAIGN LOOKS LIKE:
Step 1: Your target audience sees your ad for the webinar or online event
Step 2: They provide their information and receive the information for how to log in and receive a series of emails to remind them to show-up for the webinar.
Step 3: If they don’t book an appointment, sign-up for a trial, or book a call immediately on the webinar itself (whatever your goal is for the webinar), we follow-up with email, messaging, and phone calling to increase your conversion rate.
WHY IT WORKS:
Webinars and online event campaigns work especially well for SaaS companies to get demos and sign-ups for their product, associations/networking, for sales teams generate appointments for high ticket offers, and to fill online programs.
Webinar and online event campaigns are similar to the rest of the campaigns in that you provide a lot of value. The key here is education and trust building, but it goes deeper than that. You’ve got content that you’re presenting in a multi-sensory way with a webinar. They see you and hear you, and if you’re running it live, you’re providing an opportunity for them to ask direct questions.
Realize also that a webinar is a much bigger commitment than downloading a pdf for example, and as such, it’s also an excellent way to qualify and filter those who are really interested. It’s also an excellent positioning tool - you’re not only positioning yourself as the expert on the subject you’re presenting, you’ve become a trusted resource… and it’s a no-pressure way for your prospect to get to know you and your company.
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