Gathering leads through webinar registration is only step one. If you’re not nurturing and engaging with these leads properly, chances are you’re letting solid opportunities slip through your fingers (or CRM, as it were).
With the right strategy in place, you can take a long list of registrants and attendees and turn them into qualified leads, all while maintaining your current webinar lineup.
Webinar Follow-up Best Practices
Let’s say you’ve just finished your latest webinar and have a big bucket of attendees to sort through to find the actual leads. So where do you start?
It’s like panning for gold; you have to sort through the silt to get to the gold, but the extra effort will be rewarded.
Use these steps for your follow-up procedure:
- Send a “Thank you” email. Within 24 hours of the webinar, email your attendees, thanking them for their time and asking for any feedback. These emails are more effective when they include a clear call to action, such as viewing an automated demo, interacting with a product tour, signing up for your newsletter, or downloading a white paper.
- Segment your follow-up emails. You want to target your most qualified leads first. Track stats like who stayed for the entire webinar, participated in Q&A, interacted with polls, chat, and call-to-actions. Send your best SaaS demo videos and content to those who are engaged in more ways.
- Personalize email content. Go further than adding the recipient’s name. Add content relevant to the webinar they just watched. Take it even further by letting them curate some of the information by allowing viewers to choose their own demo topics or click-through demo software.
- Provide value. Take the time to educate your audience about more than your product. Provide recipients with information that furthers their interest and helps ease their pain points. Share blog posts, case studies, testimonials, videos, podcasts, or webinars that showcase your expertise, demonstrate your results, and answer their FAQs.
- Create a nurture campaign. Follow-up more than once. Create a series of emails to be sent over time with different messages in each. Have the information built on previous emails so they get more value each time.
- Keep it short and sweet. Keep things concise with the bottom line up front for both the email body and subject line. People are more likely to ignore long emails.
- Include a clear call to action. Let your audience know what you want them to do next, especially if you are including an automated demo or downloadable asset with the email.
- Test and refine. After every campaign, determine what content your audience gravitates toward and make future content follow that pattern. Keep an eye on the results and see how the audience changes over time.
Come see how easy buying can be.
Get the Most From Your Webinars
When following up with webinar attendees, it’s crucial to have a solid plan to get the most from hosting these events.
Starting with the initial “Thank you” email, these emails should be concise, personalized to that specific audience, have a clear call-to-action, and provide value with every send. Adding demo automation and interactive product tours will give even more value since the audience can tailor the material to their interest.
Taking time to create a webinar follow-up process gives you additional ways to connect with your audience and convert attendees to even stronger leads. If you want more ways demo automation can help with your marketing campaigns, look through our extensive resource center, view a webinar, or even watch your own demo on demand.
