January 31, 2017 Inbound Lunch Bunch: Using Webinars for Lead Generation

Welcome to the Inbound Lunch Bunch

January 2017

Using Webinars for Lead Generation

• 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

• 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

Taste Before You Try

• Authenticity• Legitimacy• Sets Expectations• Increases Brand Trust• Increases Word of Mouth• Allows for Benchmarking • Decreases Buyer’s Remorse

Value Exchange

• Fill Out a Registration Form• Get Email Address• Understand Initial Area of Interest• Allows Association Brand to Start Personalized

Dialogue

• 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

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

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

• Paid advertising• Linked In• Google AdWords• Paid banner ad placement• Twitter & Facebook

• Social media• SEO • Direct mail • Affiliates

Promoting Webinars• Email Lists• Website Posting

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

Association Brand

Website is Your Digital Advocate

• Entire Goal of Inbound Marketing:

• Bring New People Back to a Web Page

• Get Individual to Opt-Into Your Brand’s Communications

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

• 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)

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 levelAnd on and on and on

• 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

Webinars for Inbound Lead Generation:

• Get individuals in the door that you can study• Collect new individuals that we can move towards

purchase/engagement