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October 18, 2022

How to Generate Leads Using Virtual Workshops and Webinars

The world of marketing has completely transformed over the past few years — and it’s more important than ever to keep up with current trends and find high-intent leads.

Lead generation is, undoubtedly, an incredibly important endeavour for any growing business. Generating high-intent leads can be tough in saturated markets, however, there are many ways to stand out, and cut through the noise.

One proven approach is through hosting interactive webinars and workshops. This might seem awfully biased of us, but really it’s a fact:

“Webinars have proven their effectiveness across all stages of the buyer’s journey, as they can do everything from generate leads to provide useful advice on how to use a product or solution once it’s adopted. Across early-, middle- and late-stage engagement, multiple write-in responses indicated webinars as a key strategy — further securing its stronghold.” — Demand Gen Report, 2022

The key to successful webinars and workshops is promoting them effectively and ensuring the content is interesting and engaging. Promote your webinar through email marketing, social media, and even paid advertising — and be sure to include a strong call to action so that people sign up for the event.

Ready to generate leads through webinars and workshops? Here’s how to hit the ground running:

Identify your audience

Before creating a successful online event, you must first understand your target audience and what they want to achieve. Once you clearly understand your market, you can start building out the content of your webinar effectively. Start by finding your ideal buyer and what kinds of things they’re interested in. Once you know this, you can tailor webinars and workshops that will appeal to them, and directly address their pain points.

Utilising Account Based Marketing (ABM) will ensure that the right audience is being targeted with the right content. Identifying your ideal customer profiles (ICPs) that have higher conversion and expansion potential will secure your own revenue and growth as a business in the most efficient way possible.

“Marketing teams should design target company personas based on high-value clients that are most likely to convert and/or grow. Evaluate what business objectives and values these target accounts tend to share, as well as what major steps in their buying journey precede purchase.” — Gartner, 2021

Creating a registration form is a great way to ensure you understand your webinar's target audience. Instead of just asking your potential customers for their names and email addresses, try to find out more about them. Ask them about their job function, company name, and business type. This will help to validate your endeavour, and also re-evaluate your strategy for future Events.

Demonstrate clear value

When considering a product or service, it's only natural to look at what other people think of it first. After all, if other people have tried it and liked it, there's a good chance you will, too, right? Social proof is all about providing evidence to your potential leads that other people have used your product and, most importantly, love it.

One way to provide social proof is by displaying customer testimonials on your website or in your marketing materials. If you have happy customers willing to say nice things about your business, showcase their testimonials prominently.

“Individually, reviews act as candid consumer feedback related to real-world use, free from marketing hype. Collectively, customer reviews provide high-level insights that help buyers quickly filter through a massive amount of available products.” — Gartner, 2021

You can also provide social proof by displaying how many people have used your product or service — for example, you might display a badge or banner on your website showing how many happy customers you have or how many orders you've fulfilled.

You can be sure that when Tevent secured the #1 spot on Product Hunt, we stuck that banner front and centre for all to see. If you want to learn more about how and why we did this, we consolidated our findings into a blog post to help you do the same.

Ensure your landing page dazzles

You can't have a successful online event without a great landing page. Your landing page is what will hook your target audience and get them interested in what you have to say. Keeping everything in line with your branding will ensure cohesion and recognisability — but remember that your main goal here is to demonstrate the value of your webinar to ensure attendance.

Your landing page should be designed to help address the specific challenges and pain points of your webinar persona based on what you have learned about them through your research. You can help your persona overcome obstacles and achieve their goals by targeting these areas.

Remember, the landing page is the first page visitors see when they visit your website. It should be simple and easy to use, with a clear call to action. Make sure it loads fast across all devices and sends a confirmation email to let visitors know their registration for the webinar was successful.

Capitalise on SEO

It's important to use relevant, targeted keywords throughout your content to ensure your website is being found by users looking for your services. According to the  HubSpot State of Marketing Report, 2021, “over 50% of marketers say keyword rankings and organic traffic are the top ways they measure the success of their SEO strategies.”

This means that you need to use the right keywords so that your webinar page will appear when netizens search for topics related to your webinar. You also need to ensure that your webinar page is optimised for search engines to be the most accessible.

Your title should be catchy and reflective of the content found on your website. The meta description is also important as it appears in search results and can help to convince potential website visitors to click through to your site.

Go where the warm leads are

Head online when setting up webinars and workshops to attract potential buyers. It’s a convenient way to bring people together from the comforts of home while gathering data for your analytics. Virtual spaces open you up to a pool of new leads, with all the warmth and engagement of in-person meetings.

Should you need more help on this, contact Tevent today. We remove your barriers to remote workflows by creating interactive, sustainable, and inclusive gatherings, so you can reap the rewards. Read our blog for more info or try us out for free!

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