How To Use A Webinar To Get Targeted Small Business Email Subscribers

Image courtesy of Stuart Miles / FreeDigitalPhotos.net

Image courtesy of Stuart Miles / FreeDigitalPhotos.net

Webinars are an excellent marketing tool, allowing you to demonstrate your expertise while also collecting vast amounts of marketing information. Some of the best information you can generate from hosting your own webinar is a highly targeted email list.

Those attending your webinar are likely to be there because you are providing advice on a certain topic which they are currently experiencing problems with. Therefore, not only are you generating names and business contacts, but you are also finding out the current demand for your products.

There are several steps in generating the highly targeted email list.

1. The Content

To ensure the best results from your webinar, start with the content and title. You want to make sure your webinar is very specific as this can tell you exactly what those attending are looking for.

So if you provide social media services, host a webinar which is entitled “How to Engage Your Followers on Social Media and Gain More Sales” rather than “How Best to Use Social Media”.

With a specific theme to your webinar you can determine what email content you should be sending to the audience.

2. The Sign-up Form

One of the first things you should look at is the sign-up form. You want to have a sign-up form to ensure that you aren’t going to be wasting time by not having anyone attend the webinar, but also to collect vital information on the attendees.

At the very least you should collect the following information:

  • The name of the attendee.
  • Their Email address.
  • Their position in the business.
  • The business they are from.
  • Where their business is based.
  • The nature of their business.
  • The size of their business.
  • Where they heard about the webinar.

Some of this information is part of your ‘qualifying practices’. You only want to talk to those decision makers who are in your target market. So if you have an attendee who is a marketing assistant from a company, they are unlikely to be the person to speak to about your products.

However, this doesn’t mean you shouldn’t let them listen to your webinar. They could listen to the webinar and then report back to their manager – who is a decision maker. Anyone who is perhaps not part of your target audience should still be added to a subscription list. This is because, although they might not buy from you, they could share the information on their social media channels which might be viewed by someone who would be.

The best action to take is to look over the attendees and highlight those who are of specific interest to your business.

3. During The Webinar

This is often missed off by webinar hosts who get caught up in the excitement or the process of hosting the webinar. Yet during the podcast your attendees will give you insight on who is ready to engage further with your brand. Watch out for those who are asking more questions and note down their names.

Once you have a list of their names, you can cross reference this with the initial high-priority attendee list from the sign-up form.

4. After The Webinar

Once the webinar has finished you should send a feedback form to your attendees. This should be a non-intrusive form which is fairly simple and quick to complete. Note who sends you responses, this is another point of interaction and these people should be placed on the high-priority email list.

Once you have completed the webinar and received the information you can create highly targeted sales content for your emails and send them to your list. This will give your emails a better chance of conversion and a higher value, leading to improved revenue.

Take Action:

  • Host a webinar and collect information on who is attending, who is engaging and what they are they interested in.
  • Split the attendee’s emails into two categories: those of special interest and those not of special interest.
  • Then follow up the webinar with a highly targeted email campaign.

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