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November 30, 2022

How to Utilise Online Events for Each Stage in the Sales Funnel

Each stage in the funnel can be serviced by a webinar, so consider first who your audience are, and what stage of the buying process they’re at.

No matter what business you're in, you need to have a sales funnel to succeed. And while there's no one-size-fits-all template for the perfect sales funnel, there is one thing all excellent sales funnels have in common: they all have different events for every stage of the funnel.

Why is this so important? Well, each stage of the funnel requires a different type of event to move the prospect along. For example, at the top of the funnel, you need events that generate awareness and interest. Thought leadership events are fantastic at establishing credibility as a brand and identifying leads.

In the middle of the funnel, you need events that create desire and urgency. The proof is in the pudding, as they say, so product tours and demos work well at this stage to identify which of your leads are worth pursuing.

At the bottom of the funnel, you need events that close the deal. When done right, webinars can convert between 5 and 20 per cent of viewers into buyers. Consider 1-2-1 meetings and quick calls for a more personal approach, and reinforces the fact that you make time for your customers, and listen to their queries and concerns.

If you're not doing different events for each stage of the funnel, you're not maximising your impact. You're leaving money on the table. So if you want to boost your overall impact and get the most out of your sales funnel, start diversifying the types of events you host for each stage, and your business will thank you for it.

Which events are most appropriate for each stage in the funnel?

The first step is to understand what your sales funnel looks like. This will help you determine what type of event is most appropriate for each stage.

Here's a typical sales funnel:

  1. Awareness
  2. Interest
  3. Evaluation
  4. Decision

For each stage of the funnel, you'll want to create an event that is most appropriate for that stage.

Awareness Stage

The goal of the awareness stage is to get your brand in front of as many people as possible. You want to create an event that will generate buzz and get people talking about your brand.

Some ideas for awareness stage events include:

  • Launch parties
  • Conferences
  • Thought leadership events
  • Networking events
  • Trade shows

Interest Stage

The interest stage is all about getting people interested in your product or service. You want to create an event that will pique people's interest and get them excited about what you have to offer.

Some ideas for interest stage events include:

  • Product launches
  • Workshops & webinars
  • Demo tours
  • Product updates

Evaluation Stage

Meanwhile, the evaluation stage aims to get people to try your product or service. You want to create an event that will allow people to experience your product or service and see if it's a good fit for them.

Some ideas for evaluation stage events include:

  • Free trials
  • Coupon codes
  • Product samples

Decision Stage

Finally, the decision stage focuses on nudging people to buy your product or service. You want to create an event to close the deal and get people to commit to your product or service.

Some ideas for decision-stage events include:

  • Sales training
  • Closing parties
  • Customer roundtables
  • 1-2-1 meetings and quick calls

How to best funnel/transition customers between different types of webinars and sessions

As your business grows, you'll likely find yourself hosting different types of events to cater to your different audiences. For example, you might have a webinar series for your top customers, and a separate series for your prospects.

If you're not careful, this can lead to a lot of confusion for your attendees. They might not know which event to register for, or which one will be most relevant to them.

To avoid this confusion, it's important to have a clear transition plan between your different events. Here are a few tips:

1. Make sure your event titles are clear and descriptive

Your event titles should make it clear what the event is about, and who it's for. For example, if you're hosting a webinar series for your top customers, you might title it something like "Webinar Series for Top Customers: How to Maximise Your Impact."

2. Send a personalised email invitation to each event

When you send out invitations to your events, make sure to personalise the message for each event. This will help your attendees understand which event is most relevant to them, and why they should attend.

3. Include a clear call to action in your invitations

Your invitations should always include a clear call-to-action, so your attendees know what to do next. For example, you might include a link to the event registration page or instructions on how to sign up.

4. Follow up with each attendee after the event

After each event, make sure to follow up with each attendee. Thank them for attending, and ask for feedback on the event. This will help you improve your events for future attendees.

Prioritise creating a compelling CTA

Creating a compelling call to action (CTA) is one of the most important aspects of any marketing campaign. It's what tells your audience what you want them to do, and often determines whether or not they'll take action.

"Pages with one clear call-to-action (or link) converted 13.5%, whereas pages with 2-4 links or CTA’s only converted 11.9% of visitors.  This statistic shows that it really pays to guide your customers towards one specific call-to-action." — Unbounce

Unfortunately, many businesses make the mistake of either not having a CTA at all or of having a CTA that is weak and ineffective. If you want your marketing campaigns to be successful, you need to make sure that your CTAs are strong and compelling.

Here are a few tips for creating effective CTAs:

1. Keep it simple

Your CTA should be clear and to the point. It should be easy for your audience to understand what you want them to do.

2. Make it specific

Your CTA should be specific enough that your audience knows exactly what they need to do. For example, if you're running a campaign to get people to sign up for your newsletter, your CTA should direct them to do so. Deceptive CTAs lead to high bounce rates and disgruntled customers.

3. Use strong language

Your CTA should use language that is strong and persuasive without using ‘spammy’ language — you want to encourage your audience to take action, without landing in the junk folder. Consider avoiding these words when planning your next campaign.

4. Use a CTA button

If you're running a digital campaign, make sure to use a CTA button. This will make it even easier for your audience to take action. Ensure that the CTA button and link are relevant and update comms regularly to avoid broken links.

5. Test different CTAs

Don't just settle on one CTA. Try out different versions and see which ones are most effective. You may be surprised at what works best, and A/B testing is the friend of all marketing and sales professionals.

Creating a solid CTA is essential if you want your marketing campaigns to be successful. By following these tips, you can make sure that your CTAs are up to the task.

By tailoring your virtual events to the specific needs of your sales funnel, you can ensure that each event hits its mark and helps you to move potential customers further through the funnel.

If you're looking for an online webinar solution that is reliable, user-friendly, and packed with features, look no further than Tevent. Contact us today to learn more about our platform and how we can help you make your next event a success. Try it for free!

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