Drive webinar registrations with this webinar promotion Ebook.
You’ve poured countless hours and resources into creating a product or service that you know will change people’s lives. It’s the best on the market, but there’s one problem — you’re struggling to reach your ideal audience.
That’s where a webinar sales funnel comes in. It’s your secret weapon to generate leads, build brand awareness, educate your audience, and convert your prospects into paying customers.
But how do you create a webinar funnel that helps automate your sales process, scale your business, and achieve your marketing goals? In this article, we’ll break down the webinar funnel process and give practical tips to help you achieve your goals.
Everything you need to promote your webinars and increase attendance.
A webinar sales funnel is a series of steps for converting potential customers into paying subscribers by using webinars to guide them through the sales process. It typically involves five stages:
When done right, webinar funnels are the ultimate lead-generation tool for sales and marketing teams. A well-crafted webinar funnel helps you:
Webinars let you connect with prospects in a more personal way than cold calls and emails. You directly interact with your attendees through live chat and Q&A sessions, so you can build relationships and trust with them.
Unlike in-person events, webinars can be accessed from anywhere in the world, so you reach a larger audience. This gives you opportunities to expand your brand's reach and attract potential customers who may have never heard of your business otherwise.
When you provide valuable insights and expertise through webinars, you establish your brand as an authority in the eyes of your audience. This helps build credibility, trust, and loyalty among your target audience, and you give them the confidence to choose your brand when making a purchase decision.
Everything you need to promote your webinars and increase attendance.
When you start building your webinar funnel, you must focus on what value the webinar will provide to the audience and what your overall objectives are.
Here's how to get started:
Who’s your ideal customer? What are they looking for? What motivates them? Whether you’re targeting entrepreneurs, marketers, or small businesses, you need to know how your webinar will solve their pain points.
For example, if you’re on the sales team for a project management SaaS tool, you could host a series of webinars aimed at small and medium-sized businesses (SMBs), such as “New Platform Onboarding Hacks for HR teams: How to Make Everyone an Early Adopter”. Depending on your target audience, you might focus on delivering entirely educational webinars or setting up deminars that showcase case studies or testimonials from other SMBs using your software.
Use tools like Google Analytics to identify the demographics and interests of your website visitors and social media analytics tools like HubSpot to find who's most likely to be interested in your webinar. Customer surveys — or even a quick LinkedIn poll — can also help you get direct feedback from potential buyers.
Defining what success looks like for your webinar will help you create a solid plan and stay on track. Ask questions like:
For example, if you're hosting a webinar to introduce a new product, your success criteria can look like this:
Once you’ve defined your target audience, it's time to decide the format of your webinar. Think about the success criteria you just listed, whether it's generating leads, educating customers, or selling a product.
Some common webinar formats include:
Lead gen webinars aim at attracting potential new customers by providing educational content on topics relevant to your target market. Depending on the content, your webinars could be introduced to different funnel stages (i.e. ToFu, MoFu, or BoFu) and may include elements of pitching or selling your product or service.
These webinars are typically ToFu webinars and help position your business as an expert in your industry. Here, you focus on providing valuable industry insights, trends, and best practices. Panel discussions, interviews, fireside chats, or even solo presentations from industry leaders are great formats for dynamic conversations.
Also known as “deminars”, these webinars are usually MoFu, as they’re targeted towards prospects who’ve already shown interest in your offering and are evaluating it as a potential solution for their needs. Here you showcase a product or service, highlighting its features and benefits and helping your audience decide.
These webinars typically fall under the post-purchase stage of the webinar funnel or bottom of the funnel (BoFu). These webinars aim to educate new customers on how to use the product or service they have just purchased. You can host Q&A sessions, step-by-step demonstrations, or showcase case studies to help new customers learn about your product.
These are also BoFu webinars as they help build customer loyalty and advocacy. A customer success webinar aims at providing value to your existing customers by helping them make the most of your product or service through demos, success stories, product updates, and feature releases.
The next step is to identify the best webinar platform that works for you and your attendees. Livestorm, Zoom, Webex, and GoToWebinar are popular choices.
To help choose yours, think about:
You also need a tool that supports your entire webinar lifecycle from lead generation and audience engagement to post-webinar follow-up. For example, can you create custom landing pages and promote your webinar during the awareness stage? And does your webinar platform integrate with CRM tools like HubSpot and Salesforce or marketing automation software like MailChimp or ActiveCampaign to automatically send follow-up emails or schedule sales calls after the webinar?
Your webinar landing page is the first impression of your event. So what do you put on a webinar landing page?
You can use data collection tools like Typeform to build your registration form from scratch. Or use Livestorm's registration pages with 14 default fields and custom fields to capture just the data you need for your event. Plus, with Livestorm, you can customize your branding and add social sharing icons to increase your reach.
It's time to start promoting! The more people you can get to register for your webinar, the higher your chances of achieving your goals.
Here are our top webinar tips for a successful promotion:
Whether you have a large or a small following, you can use social media to attract your existing followers and get them sharing among their networks. Use a mix of media to create posts that capture attention. You can even create a dedicated event page or event hashtag to create a buzz around your webinar.
Promote your webinar through your website by creating a banner or pop-up that directs visitors to your landing page. Use timers and countdowns to create a sense of urgency and drive registrations.
Use your customer relationship management (CRM) systems like Salesforce or Hubspot to segment your email list based on their interests and engagement levels. This way, you send targeted messages to only those interested in the topic. With Livestorm, you can set up automated email sequences from confirmation to webinar reminders and even follow-up emails after your event.
Platforms like Google Ads, Facebook Ads, and LinkedIn Ads are an effective way to retarget people who visited your webinar page but didn’t register. You can also create lookalike or custom audiences based on their behavior and demographics to make your ads more relevant.
A memorable webinar engages the audience, provides valuable insights, and leaves a lasting impression. And that’s the best way to get attendees to share their webinar experience with others and generate positive word-of-mouth recommendations for your brand.
Here’s how you can create a memorable webinar:
Pro tip: Livestorm integrates with design tools like Visme, Miro, and Mural so you can create stunning visuals and present them directly within your event room.
Adding a CTA to your webinar can help you gently nudge attendees toward the next stage of the funnel. But you need to time CTAs right. Typically, it's best to include your CTA towards the end of your webinar, after you've provided value and built trust.
Your CTA can lead your audience to:
If you're using Livestorm, you can directly send clickable CTAs within your meeting room so attendees can act on them immediately. Plus, you can customize the CTA text, button, and URL to meet your needs.
Just because the live event has ended doesn’t mean the conversation should too! You need to keep nurturing your leads and convert them into customers.
Thank attendees for their participation and include key takeaways from the webinar. You can offer additional materials, discounts on related products and services, or even free trials.
Or you can create an evergreen webinar funnel — a series of automated webinars that run on a schedule, allowing you to continuously generate leads and sales without manually hosting live webinars. This can be done by pre-recording a webinar and setting it up to play at specific times or on-demand, depending on the lead's behavior.
So if you use Livestorm, you can set your live webinars to be recorded automatically and then use the instant replay feature, to share the webinar recording with all your registrants — not just attendees. This shows that you’re invested in their experience and are willing to provide them with the content they need, even if they didn't make it to the live event.
A good webinar platform will give you access to an analytics dashboard with metrics like attendance rate, engagement rate, and conversion rate. This way, you gather valuable insights and can make data-driven decisions to improve your future webinars.
For example, if your registration rate is low, you may need to re-evaluate your promotion strategy. If your attendance rate is high, but your engagement rate is low, you may need to adjust your content to be more engaging. If your conversion rate is low, you may need to strategize a better offer and CTA.
Webinar software like Livestorm can help you measure your KPIs. You can also track other metrics like the number of sessions, creation date, average duration, number of replay viewers, and number of messages/questions/polls to make data-driven decisions.
The key to a successful webinar funnel is to create a personalized and engaging experience for your audience. Here's a quick recap of the steps you need to take:
Creating an effective webinar funnel takes time, effort, and a lot of trial and error. You need an all-in-one live webinar platform like Livestorm to simplify the process. With Livestorm, you can rely on one platform to create registration pages, host dynamic webinars, and nurture leads with follow-up emails. Plus, you can analyze your event KPIs all in one place.
With the right approach and tool, your webinar funnel can help you generate more leads, convert them into customers and boost your bottom line.
The 4 areas of creating an automated webinar sales funnel include:
The webinar funnel process involves using strategies and tactics to attract potential customers, engage them through a webinar, and ultimately convert them into paying customers. It involves five stages:
The steps for creating a webinar funnel include:
The difference between a webinar funnel and a landing page is that a webinar funnel is a multi-step process that takes a prospect from being aware of your brand to becoming a paying customer through a webinar. On the other hand, a landing page is a standalone web page designed to capture a visitor's information and convert them into a lead or a sale.