January 31, 2017 Inbound Lunch Bunch: Using Webinars for Lead Generation
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The document outlines a webinar conducted by the Inbound Lunch Bunch in January 2017, focusing on using webinars for lead generation and the essential elements that make them effective. It highlights the importance of value exchange, measuring buyer engagement, and utilizing various channels for promoting webinars. Additionally, it emphasizes the need for personalized follow-up and the role of web pages in tracking user engagement for optimal inbound marketing strategies.
January 31, 2017 Inbound Lunch Bunch: Using Webinars for Lead Generation
- 1. Welcome to the Inbound Lunch Bunch January 2017
- 2. Using Webinars for Lead Generation
- 3. • Housekeeping: • Tons of resources available: • All of last year’s Inbound Lunch Sessions available on demand: http://site.highroadsolution.com/inbound- lunch-bunch-page • Toolkits: http://pages.highroadsolution.com/toolkit-list • If I suddenly drop off the call, hang tight, I will dial back in! • Post any questions in the Chat window and I will try to answer as we go through the presentation
- 5. • Taste What You Offer • Value Exchange • Easy to Measure • Identifies Where You Are in Buyer’s Journey • Entry Point to Follow Up 5 Elements that Make Webinars Great for Lead Gen
- 6. Taste Before You Try • Authenticity • Legitimacy • Sets Expectations • Increases Brand Trust • Increases Word of Mouth • Allows for Benchmarking • Decreases Buyer’s Remorse
- 7. Value Exchange • Fill Out a Registration Form • Get Email Address • Understand Initial Area of Interest • Allows Association Brand to Start Personalized Dialogue
- 8. • How many people are interested in the topic • When people registered • How many people reached out for help, login, etc prior • How people found registration site (referral source) • How long people stayed within the webinar • How people responded/participated within the webinar • Ratings of the webinar • How responsive people were to post-webinar follow ups • Revenue • Cost per lead/ Cost per acquisition Easy to Measure
- 9. Where You are in the Buyer’s Journey • Just Learning the Topic • How to Apply Topical Knowledge • Best Practices • Alternatives to What You’re Doing • Comparisons between Solutions • What to Expect/Prepare Post-Purchase
- 10. Entry Point to Follow Up • Automate a personalized follow up based on their behavior • Ask further questions about preferences for how they want to: • Interact • Learn more • Get involved • Be addressed • Etc etc
- 11. • Paid advertising • Linked In • Google AdWords • Paid banner ad placement • Twitter & Facebook • Social media • SEO • Direct mail • Affiliates Promoting Webinars • Email Lists • Website Posting
- 12. Promoting Webinars for Lead Gen: • Social media-Twitter • Social media-AdRoll • Digital advertising-Banners • Digital advertising—Google AdWords • Blogs • Social media-Instagram • Social media-Pinterest • Social media-Facebook • Social media-LinkedIn
- 14. Association Brand Website is Your Digital Advocate
- 15. • Entire Goal of Inbound Marketing: • Bring New People Back to a Web Page • Get Individual to Opt-Into Your Brand’s Communications
- 16. Examples of Web Pages: • Association website • Microsite (conferences) • Landing page • Webinar event registration page (type of landing page) Why Web Pages? • Trackable • Gain IP Address • Drop Cookie
- 17. • Entire Goal of Inbound Marketing: • Bring New People Back to a Web Page (Start tracking right here with IP Address (anonymous) & profiling) • Get Individual to Opt-Into Your Brand’s Communications (Gain email address & drop cookie to move from anonymous to known user)
- 19. Once through the “gateway” of the form, we can put the user into the appropriate nurture funnel based on: -buying cycle -persona -referral source -experience level And on and on and on
- 20. • Date registered & price paid • Email registration confirmation, open, CTR, conversion to other CTA (cross-sell) • Social profile (with marketing automation) • Converting campaign (with marketing automation) & source • Engagement with materials • Follow up conversion • Lifecycle movement through opportunity funnel Typical Metrics
- 21. Webinars for Inbound Lead Generation: • Get individuals in the door that you can study • Collect new individuals that we can move towards purchase/engagement