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Create a Sales Webinar That Will Wow Clients With These Four Steps
Lead generation

Create a Sales Webinar That Will Wow Clients With These Four Steps

A great sales webinar can help you increase the quality of your leads, and even boost conversions. This article will show you how.

A great sales webinar can help you increase the quality of your leads, and even boost conversions. In fact, a recent study by Inside Sales found that 73% of B2B marketers say webinars are a great source of high-quality leads. And BuzzSumo reports that webinars convert five to 20% of attendees into buyers. Whether you are about to host your first online event, or you are a webinar pro, this article will show you how to make a great sales webinar. To find out how to engage clients and convert prospects, read on.

What is webinar marketing?

Webinar marketing is a convenient way to showcase your product or service online through video. Webinars are easy to scale and can be hosted live, automated, or on-demand.

A sales webinar is a key part of webinar marketing. You can think of your sales webinar as an opportunity to “sell” prospects and existing customers on your company’s expertise and experience. By sharing relevant information, you’ll build trust and gain credibility.

A sales webinar gives your sales team the opportunity to expand on the topics covered in blog posts, white papers, case studies, newsletters, and more. And conversely, the content you cover in your sales webinars can also be used in other marketing materials.

What are the advantages of a sales webinar?

Sales webinars are an accessible, convenient, and incredibly cost-efficient alternative to on-site, in-person events. They are also seen as safer than in-real-life events while offering a much higher ROI.

Webinars are scalable because they’re location-independent and let you talk to hundreds, even thousands, of people across the country and around the world.

Using video for sales also make it easy to share different media, manage interactions, and track real-time reactions like an early signoff. You can gather feedback directly in your webinar platform as your leads answer questions and polls.

In addition, the sales webinar replays are valuable assets that can be used to promote future sessions and pitch potential partners. They can even be edited into a series of super-short, information clips.

Now that you know why sales webinars are such a great tool for online sales, we’ll show you how to build one:

1. Find a great sales webinar topic

Your sales webinar has to focus on what matters to your audience. There are three types of sources you can look at when choosing a sales webinar topic:

Follow the trends

Most B2B professionals attend virtual events for learning or educational purposes. The 2019 Redbook Report found that 64% of B2B individuals attended virtual events for learning or education and professional development. So when you choose your sales webinar topic, try to select topics that will help your audience.

Most B2B professionals value topics like:

  • Tips, tricks, and best practices – 70%
  • Industry trends and predictions – 62%
  • How-to / 101 explanations – 61%
  • Expert interviews – 60%
  • Solution case studies – 59%
  • Data insights and original research – 55%

Ask your team

No one knows your audience better than your team. You can ask client-facing teammates like sales professionals or customer support representatives some key questions to find out what your audience needs to know most. Questions like:

  • “How can we help?” “
  • “What do our prospects/clients want to know?”
  • “Which topics consistently appear in our FAQs?”

Must-haves

Browser-based tools- these have higher attendance rates. Live and pre-recorded options- this makes it easy to scale your sales webinars Automatic replays- you can send these to attendees after the event. Share screens, presentations, videos, web pages, and other multimedia content- this will help you demonstrate your product or solution in its best light.

  • Chat and question tabs- engage with your audience right in the webinar room.
  • Polls- gather feedback in real-time.
  • Built-in analytics and metrics- these will show you information about who registered, who attended, who left the virtual room and when, replay views, CTA clicks, and engagement rates.
  • Guest presenters- many
  • Customizable registration page and emails

Nice-to-haves

These features are great additions to any sales webinar and can make your virtual sales calls more engaging.

  • Media uploads- a nice perk if you have additional media to share.
  • Emoji reactions- see your attendee’s reactions during the webinar.
  • Virtual backgrounds- hide your background to look more professional.
  • Digital whiteboards- collaborate with your team in real time.
analytics product demo

3. Schedule your sales webinar

After choosing your topic and webinar solution, you’ll need to know when to schedule your sales webinar. Scheduling your sales webinar when prospects aren’t in the office could be a disaster for your attendance rates. More people attend webinars on Wednesdays and Thursdays. Be aware that Friday participation rates are the lowest.

Schedule webinars midday when possible because employees have more time to attend. Avoid four-day weeks (people are busy catching up after a long weekend) and holiday periods (school break, religious festivals/occasions) when registration and attendance will be lower.

You decide how long your webinar will run, but keep in mind, 45 to 60 minutes is a good target. Exceed one hour and people’s attention drops off.

If it’s a big topic, you can break it down into several shorter sessions – about 30 minutes each.

small clocks arranged on a beige background

4. Promote your sales webinar

Your prospects and customers need to be informed and reminded about your virtual event – repeatedly.

Plan and schedule your sales webinar marketing strategy early to maximize reach and give you the time you need to create great marketing content.

Ideally, you promote your webinar at least two weeks in advance on your website, in emails, and on social media. Mention upcoming webinars on your website, in blog posts, newsletters, and on social media.

Website

Add a banner to your website promoting your event, or even embed a widget to your page that directs to your registration page.

Email

Whether or not you consider email old-school, use it to promote your webinar because it works. According to research by EventBrite, 78% of event creators say that email is their most effective marketing strategy and that 45% of their event ticket sales can be attributed to email.

Send an email that outlines the topic and includes the day, time, duration of the event and registration information.

Tell prospects and customers how they’ll benefit from your sales webinar. Answer the “what’s in it for me?” question clearly and concisely.

Send your email invites and reminders one week in advance on Tuesdays and Wednesdays to get the best open and conversion rates.

Registrants will receive this six-step email sequence:

  1. Confirm registration (include a widget to help the reader add it to their calendar or share the event).
  2. First reminder email – one week before the event. (Tease the topic and hosts, include a way to put the event on their calendar).
  3. One-hour reminder (include the link to the event).
  4. Five-minute reminder (include the link and explain the event is now live)
  5. Thank-you email (include the webinar recording, slides)
  6. Follow-up (ask for feedback, tell them about your next webinar)

Social Media

Add a banner to your social media accounts and post announcements and reminders on Twitter, Facebook, LinkedIn and Instagram. Take advantage of their live video because as viewers respond and engage, your webinar shows up on more timelines and news feeds.

Check out this video from our Content Manager, Daniella, for more tips and tricks for showcasing your product virtually and closing deals:

We hope these tips and insights help you create sales webinars and virtual sales meetings that will wow your audiences. Keep an eye on our blog for more tips on how to develop sales webinars and virtual events that convert prospects and engage existing clients!

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Molly Hocutt

Molly Hocutt

Hey, I'm Molly! I'm here to bring you the best tips and tricks for engaging your audience through webinars, online meetings, and virtual events.