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7 Exclusive Ways To Convert Webinar Viewers Into Customers

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7 Exclusive Ways To Convert Webinar Viewers Into Customers


This post was sponsored by BigMarker. The opinions expressed in this article are the sponsor’s own.

Wish the time you spent on webinars was clearly reflected in your profit margin?

Want your dedicated webinar viewers to finally make a purchase?

Let’s turn your webinar experience into a successful profit machine.

What Is A Webinar?

A webinar is one of the best ways to convert interested clients into longtime customers.

In short, a webinar is a virtual, online experience in which speakers around the world can connect with a global audience within seconds.

This means that you can expand your brand on a global scale and convert shoppers from any location around the world.

By sharing insider tips, VIP knowledge, and exclusive how to’s, webinar hosts can:

  • Captivate an audience.
  • Increase brand awareness.
  • Generate sales and real revenue.

Webinars can help you grow your brand into a worldwide presence without leaving your office.

With these successful techniques, your business can convince and convert more viewers into customers within minutes.

So, if you’re not earning sales from your webinars, you’re missing major opportunities to grow your business.

Do Webinars Work?

Yes – your viewers are in the best position to take action and convert.

9 out of 10 B2B buyers say online content has a moderate to major effect on purchasing decisions.

Webinars can be a successful marketing tool because the people who watch them are planning to make an immediate change in their lives – you are their catalyst.

Webinars help ensure that a viewer’s successful conversion is with your company.

The key is using your webinar time to educate and impress your way to more sales.

Give your audience insider webinar content, exclusive treatment, and perfectly-timed conversion opportunities.

Take the step to convert your webinar audience into customers with these seven tips to give your viewers the VIP treatment that will drive real sales and profits.

1. Set The Stage: Create Perfectly-Timed, Highly-Personalized In-Webinar Offers

Build up your customer’s excitement and then launch your in-webinar offer.

Think about where each viewer may be in their buyer’s journey.

New viewers may need background information, while repeat watchers will be looking for problem-solving content.

Plan your content stories around each viewer’s need.

This makes your viewer feel like you really hear and understand their needs, which helps generate more sales.

For an added punch, remember, the more relevant and personalized an offer is, the more likely a user will convert.

Think of it this way.

Winning a customer is like sealing any other relationship – you need to prove your value to that person’s specific needs before asking them to buy your product.

Centering your content strategy around your product is the easiest way to achieve that.

Get started with these steps:

  1. Think about and create content for specific stages in the sales funnel.
  2. Think about and create content for different buyer personas.

Step 1: Create Content For Specific Stages In The Sales Funnel.

Brainstorm

First, brainstorm different topics that will be useful for different stages of customers, including brand new audiences and those who are deeper in the sales process.

Topic Research

Ask your sales and customer support teams for the questions they get most often from prospects in each stage of the sales process.

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Then, create webinars, stories, and online content around those knowledge gaps at each level of the sales and marketing funnel.

Examples Of Top-Funnel Lead Content

Let’s say you’re planning a webinar for a new webinar software company.

Since potential viewers may have little or no knowledge about your product, these top-funnel leads need to learn what your product does and why it matters before they decide to consider a purchase.

A good webinar topic to cover to get new customers interested in your product would be “How Webinars Support Marketing” or “How Webinars Generate Leads.”

Examples Of Mid-Funnel Lead Content

Once your viewers have a basic understanding of your webinar product, mid-funnel leads will want to know how to use your product to solve specific problems.

Consider topics like, “How to Increase Audience Engagement At Your Webinars,” etc.

Besides attracting more viewers, this also helps you qualify your leads, which allows your reps to better personalize their messaging to each prospect – and convert more of them, too.

Step 2: Create Content For Different Buyer Personas

Once you have built a content framework around where a viewer may be in their buyer’s journey, it’s time to consider what each type of person in the journey needs.

Buyer personas can help you drill down to each viewer’s individual needs, making it easier to satisfy and convert them in your webinar.

Consider Who Is Watching Your Webinar: B2B

In a typical firm with 100 to 500 employees, an average of seven people are involved in most buying decisions.

To make a B2B deal, you’ll need to win most – if not all – of those people over.

Think about the type of questions that would be asked by:

  • Individual contributors and department leads.
  • Company leaders (CEO, CFO, COO).
  • Leaders of adjacent departments (marketing leads who work closely with sales & product leads).

Make it easier for viewers of your webinar’s sales pitch to communicate and convince their entire business to get on board.

How To Satisfy & Convert Each Persona

Creating tailored content and in-webinar answers for each viewer is easier than it sounds.

First, consider starting your webinar with information that the end-user will need.

Then, think about what their managers and business leaders may need to approve the purchase.

Make It Easy For Viewers To Get All Of Their Answers

Simply create downloadable handouts with frequently asked questions for each relevant persona, then include them in the webinar and/or follow-up email.

(Need help generating this kind of position-specific content? Ask people from your own company how they evaluate products and approach purchase decisions, then structure your content around those concerns.)

Step 3: Place In-Webinar CTAs That Naturally Show Up When Audiences Need Them To

Now that you have your downloadables and resources planned out, along with the flow of your webinar’s topic, it’s time to place your CTAs.

  1. Map out your webinar story to appeal to each type of viewer.
  2. Anticipate where your viewers may naturally have a question. Place a CTA to download resources that answer their questions.
  3. Decide where your viewers may naturally feel an impulse to buy or schedule a meeting. Place a CTA to connect with your sales team.
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2. Become Your Prospect’s Divine Guide: Improve Conversions With Polls To See Who’s Ready To Buy

At any one time, only a small percentage of your audience is actively looking to buy your product.

So, how can you identify which of your attendees are ready to buy right away?

How can you show up as their hero instead of the cold-email salesman?

Asking poll questions during your webinar is the best way to learn about your audience’s buying intent and timelines.

With the information generated with polls, you can reduce the number of cold calls and customize the sales (or remarketing) experience.

Start with the following questions:

  1. How many people are at your company?
  2. For what purposes do you use [product/service]?
  3. How many teams in your company use [product/service]?
  4. Are you planning to increase your spend on [product/service] this year?

Once you generate this information, use integrations to push it to your CRM or MAS of choice.

Now, your sales team can use it to tailor their pitches for each prospect’s individual needs and questions.

3. Be Clear: Create Well-Crafted Calls-To-Action

By this point, your attendees should resonate with your content.

Your conversions should be increasing.

If they aren’t responding to your offers, it may be because your call-to-action message is not clear enough.

CTAs Should Be Need-Specific

If your call to action message isn’t specific enough, people may not know what you want them to do or why it matters.

So as you design your webinar, confirm that your offer tells people what action to take and why it matters.

CTAs Should Be Visibly Clear

If the offer itself is too small or blurry to be seen, viewers may ignore it.

Consider the screen size and other factors that may reduce the size or clarity of your in-webinar CTA.

CTAs Should Be Bright & Attention-Grabbing

Make your call-to-action offer brightly colored and big enough to draw attention.

Track Attribution, Test & Revise Your CTAs For Success

Anytime you make a change to the style of your CTAs:

  • Use your webinar platform’s analytics.
  • Track the performance of your offers and tweak copy/strategy as needed.

You may discover that your prospects might prefer webinars to ebooks or product demos.

You might see that more people click on a large, red CTA.

With this knowledge, you can further optimize your future lead nurturing efforts – and earn more customers.

4. Conversations Create Conversions: Involve Your Sales Team In The Webinar

Get your sales team to take over a Q&A at the end of your webinar.

They can speak directly to potential buyers and begin building relationships with them during the session.

This gives your brand major opportunities to increase conversions because your:

  • Sales teams will know which features to emphasize and which questions to anticipate.
  • Attendees have a personal connection when they receive a follow-up email from that rep.
  • Attendees are more likely to reach out and ask follow-up questions and advance further in the sales funnel.

(PS: If your sales reps can’t attend the session, have them send their top prospects a recording after the fact.)

5. Prioritize Your VIPs: Use Data To Qualify & Excite The Right Leads With A Post-Webinar Report

Use findings from your post-webinar report to better prioritize your new prospects.

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Now, you can strategically reach out to sales-qualified leads instead of messaging the first 100 people on your list and hoping for the best.

Use Registration Responses To Prioritize Follow-Ups

On your registration form, ask attendees to provide their industry, company size, and/or job title.

This will help you segment your list and prioritize your outreach strategy accordingly.

So, if your sales team converts more marketing managers than they do event managers, they can reach out to the marketing managers first and place event managers on the backburner, etc.

Make Your Dedicated Viewers Feel Special

Your webinar reports should display your attendees’ engagement levels throughout the session.

You can see exactly which attendees were engaged for the longest amount of time and also see who was actively watching at each 5-minute interval of the session.

Use this to identify your most active participants and prioritize them during your follow-up campaign.

Use Q&A, Chat & Poll Responses To Discover Bottom-Funnel Prospects

Similar to engagement metrics, Q&A and poll activity reveals the most interested viewers in your audience.

But beyond that, most webinar reports show the transcript of each question, chat message, and poll response.

So if Suzy asked the host about integrations, her sales rep knows to mention integrations in the follow-up email.

The more you understand your audience’s needs, the more your team can meet those needs – and earn their business.

Connect & Serve Prospects Who Are Long-Time Engagers

The average B2B buyer consumes 13 pieces of a company’s content before making a purchase.

So, it’s important to consider each audience member’s past engagement with your brand, including website visits, content downloads, prior webinar attendance, and on-demand viewing activity.

High levels of activity indicate that the person finds your content valuable, making it more likely that they will become a customer.

6. Be There For Them Wherever They Are: Run Retargeting Campaigns For Previous Attendees

Using the behavioral data generated by your post-webinar reports, create retargeting campaigns for attendees at different stages of the sales funnel.

With inboxes becoming more cluttered than ever, retargeting helps you to continue communicating with leads without relying on email.

How To Create A Solid Post-Webinar Retarteging Campaign

In your ads, refer back to your webinar content and use it to reinforce your product’s value.

Create messages and calls to action that reflect each lead’s place in your sales funnel.

Better yet: The data generated by your webinar will help you tailor these appeals more precisely than ever.

7. Check-In Like Friends: Continue The Relationship

B2B buying decisions are made by committees and often take months to complete.

So it’s possible that your prospects just need more information – or time – to learn about your product before booking a meeting.

In that case, keep the door open by giving them more content.

This way, they can keep you top of mind while they move toward a decision.

Want to host engaging webinars, virtual, and hybrid events?

BigMarker is here to help: Contact us or schedule a demo to get started.


Image Credits

Featured Image: Image by BigMarker. Used with permission.





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SEO

7 Ways To Use Google Trends For SEO & Content Marketing

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7 Ways To Use Google Trends For SEO & Content Marketing

Google Trends is a surprisingly useful tool for keyword research, especially when using advanced search options that are virtually hidden in plain sight.

Explore the different Google Trends menus and options and discover seemingly endless ways to gain more keyword search volume insights.

Learn new ways to unlock the power of one of Google’s most important SEO tools.

The Value Of Google Trends

While Google Trends is accurate, it doesn’t show the amount of traffic in actual numbers.

It shows the numbers of queries made in relative percentages on a scale of zero to 100.

Unlike Google Trends, paid SEO tools provide traffic volume numbers for keywords.

But those numbers are only estimates that are extrapolated from a mix of internet traffic data providers, Google Keyword Planner, scraped search results, and other sources.

The clickstream data usually comes from anonymized traffic data acquired from users of certain pop-up blockers, browser plugins, and some free anti-virus software.

The SEO tools then apply a calculation that corresponds to their best guess of how that data correlates with Google keyword search and traffic volume.

So, even though paid SEO tools provide estimates of keyword traffic, the data presented by Google Trends is based on actual search queries and not guesses.

That’s not to say that Google Trends is better than paid keyword tools. When used together with paid keyword tools, one can obtain a near-accurate idea of true keyword search volume.

There are other functions in Google Trends that can help dial in accurate segmentation of the keyword data that helps to understand what geographic locations are best for promotional efforts and also discover new and trending keywords.

How To Use Google Trends For SEO

1. Get More Accurate Data By Comparing Keywords

Google Trends shows a relative visualization of traffic on a scale of zero to 100.

You can’t really know if the trend is reporting hundreds of keyword searches or thousands because the graph is on a relative scale of zero to one hundred.

However, the relative numbers can have more meaning when they are compared with keywords for which there are known traffic levels from another keyword phrase.

One way to do this is to compare keyword search volume with a keyword whose accurate traffic numbers are already known, for example, from a PPC campaign.

If the keyword volume is especially large for which you don’t have a keyword to compare, there’s another way to find a keyword to use for comparison.

A comparison keyword doesn’t have to be related. It can be in a completely different vertical and could even be the name of a trending celebrity.

The important thing is the general keyword volume data.

Google publishes a Google Trends Daily Trends webpage that shows trending search queries.

What’s useful about this page is that Google provides keyword volumes in numbers, like 100,000+ searches per day, etc.

Example Of How To Pinpoint Search Volume

I’m going to use the search phrase [how to lose weight] as an example of how to use Google Trends to get a close idea of actual search volume.

The way I do it is by using known search volumes and comparing them to the target keyword phrase.

Google provides search volumes on its trending searches page, which can be adjusted for what’s trending in any country.

On this particular day (September 22, 2022), the actress Ana De Armas was trending with 50,000+ searches, and the American ex-football player (keyword phrase [Bret Favre News]) was trending with 20,000+ searches.

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Step 1. Find Search Trends For Target Keyword Phrases

The target keyword phrase we’re researching is [how to lose weight].

Below is a screenshot of the one-year trend for the target keyword phrase:

Screenshot from Google Trends, September 2022

As you can see, it’s a fairly stable trend line from September 2021 to September 2022.

Then I added the two keyword phrases for which we have a close search volume count to compare all three, but for a 24-hour time period.

I use a 24-hour time period because the search volume for our comparison keywords is trending for this one day.

Google Trends ComparisonScreenshot from Google Trends, September 2022

Our target keyword phrase, with a red trend line, is right in the middle, in between the keyword phrases [Ana De Armas] (blue) and [Bret Favre News] (yellow).

What the above comparison tells us is that the phrase [how to lose weight] has a keyword volume of more than 20,000+ searches but less than 50,000+ searches.

The relative search volume of [how to lose weight] is 50% of the keyword phrase [Ana De Armas]. 

Because we know that [Ana De Armas] has a search volume of approximately 50,000+ searches on this particular day, and [Bret Favre News] has a search volume of 20,000+ queries on the same day, we can say with reasonable accuracy that the keyword phrase, [how to lose weight] has approximately a daily search volume of around 30,000 on an average day, give or take a few thousand.

The actual numbers could be higher because Google Trends shows the highs and lows at particular points of the day. The total for the day is very likely higher.

The above hack isn’t 100% accurate. But it’s enough to give a strong ballpark idea and can be used to compare with and validate extrapolated data from a paid keyword research tool.

Related: How To Do Keyword Research For SEO

2. Discover Insights From Time-based Trends

There are two general ways to look at the keyword data: stretched across over longer periods of time and shorter time periods.

Long Period Trends

You can set Google Trends to show you the traffic trends stretching back to 2004. This is valuable for showing you the audience trends.

  • Upward Long-Term Trends: If a trend is consistently going up, this means you need to focus energy on creating content for this trend.
  • Downward Long-Term Trends: If the trend line is steadily moving down, then it may be a signal that audience content consumption is changing.

For example, review this five-year trend for [WordPress] the search term, WordPress the software, and WordPress the website:

An image of Google Trends tool showing a five year trend.Screenshot from Google Trends, September 2022

There’s a clear downward trend for WordPress in all three variations.

The downward trend extends to related phrases such as:

  • WordPress themes.
  • WordPress plugin.
  • WordPress hosting.

There are many reasons why search trends go down. It can be that people lost interest, that the interest went somewhere else or that the trend is obsolete.

The digital camera product category is a good example of a downward spiral caused by a product being replaced by something else.

  • The digital camera caused the downturn in searches for traditional analog cameras.
  • The iPhone started the downward spiral of the digital camera.

Knowing which way the wind is blowing could help a content marketer or publisher understand when it’s time to bail on a topic or product category and to pivot to upward-trending ones.

Related: Content Marketing: The Ultimate Beginner’s Guide

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3. Related Topics And Queries

Google Trends has two great features, one called Related Topics and the other Related Queries.

Topics

Topics are search queries that share a concept.

Identifying related topics that are trending upwards is useful for learning how an audience or consumer demand is shifting.

This information can, in turn, provide ideas for content generation or new product selections.

According to Google:

Related Topics

Users searching for your term also searched for these topics.

You Can View by the Following Metrics

Top – The most popular topics. Scoring is on a relative scale where a value of 100 is the most commonly searched topic and a value of 50 is a topic searched half as often as the most popular term, and so on.

Rising – Related topics with the biggest increase in search frequency since the last time period.

Results marked “Breakout” had a tremendous increase, probably because these topics are new and had few (if any) prior searches.”

Related Queries

The description of Related Queries is similar to that of the Related Topics.

Top queries are generally the most popular searches. Rising Queries are queries that are becoming popular.

Screenshot of Google Trends Related Queries feature.Screenshot from Google Trends, September 2022

The data from Rising Queries are great for staying ahead of the competition.

4. Short-Term Trends Can Bring Massive Traffic

Viewing keyword trends in the short view, such as the 90-day or even 30-day view, can reveal valuable insights for capitalizing on rapidly changing search trends.

There is a ton of traffic in Google Discover as well as in Google News.

Google Discover is tied to trending topics related to searches.

Google News is of the moment in terms of current events.

Sites that target either of those traffic channels benefit from knowing what the short-term trends are.

A benefit of viewing short-term trends (30 days and 90 trends) is that certain days of the week stand out when those searches are popular.

Knowing which days of the week interest spikes for a given topic can help in planning when to publish certain kinds of topics, so the content is right there when the audience is searching for it.

5. Keywords By Category

Google Trends has the functionality for narrowing down keyword search query inventory according to category topics.

This provides more accurate keyword data.

The Categories tab is important because it refines your keyword research to the correct context.

If your keyword context is [automobiles], then it makes sense to appropriately refine Google Trends to show just the data for the context of auto.

By narrowing the Google Trends data by category, you will be able to find more accurate information related to the topics you are researching for content within the correct context.

6. Identify Keyword Data By Geography

Google Trends keyword information by geographic location can be used for determining what areas are the best to outreach to for site promotion or for tailoring the content to specific regions.

For example, if certain kinds of products are popular in Washington D.C. and Texas, it makes sense to aim promotional activity and localized content to those areas.

In fact, it might be useful to focus link-building promotional activities in those areas first since the interest is higher in those parts of the country.

Keyword popularity information by region is valuable for link building, content creation, content promotion, and pay-per-click.

Localizing content (and the promotion of that content) can make it more relevant to the people who are interested in that content (or product).

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Google ranks pages according to who it’s most relevant, so incorporating geographic nuance into your content can help it rank for the most people.

7. Target Search Intents With Search Types

Google Trends gives you the ability to further refine the keyword data by segmenting it by the type of search the data comes from, the Search Type.

Refining your Google Trends research by the type of search allows you to remove the “noise” that might be making your keyword research fuzzy and help it become more accurate and meaningful.

Google Trends data can be refined by:

  • Web Search.
  • Image Search.
  • News Search.
  • Google Shopping.
  • YouTube Search.
Screenshot of Google Trends showing the different kinds of searchesScreenshot from Google Trends, September 2022

YouTube search is a fantastic way to identify search trends for content with the word “how” because a lot of people search on YouTube using phrases with the words “how” in them.

Although these are searches conducted on YouTube, the trends data is useful because it shows what users are looking for.

A Google Trends search for how, what, where, when, why, and who shows that search queries beginning with the word “how” are by far the most popular on YouTube.

Google Trends limits comparisons to five keywords, so the following screenshot omits that word.

Screenshot of Keyword Popularity on YouTube.Screenshot from Google Trends, September 2022

If your keyword phrases involve instructional content that uses words like “how to,” refining your research with the YouTube search type may provide useful insights.

For example, I have found that YouTube Search shows more relevant “related topics” and “related queries” data than researching with “web search” selected.

Here’s another example of how using different kinds of search types helps refine Google Trends data.

I did the same how, what, where, when, why, and who searches but this time using the News Search refinement.

Screenshot of Google Trends with News Search refinement selectedScreenshot from Google Trends, September 2022

The search trends in Google News are remarkably different than the search patterns on YouTube. That’s because people want to know the “what” and “how” types of information in Google News.

When creating content related to news, identifying the correct angle to report a news item is important.

Knowing that the words “what” or “who” are most relevant to a topic can be useful for crafting the title to what the readers are most interested in.

The above is the view of search queries for the past 90 days.

When the same keywords are searched using the 5-year perspective, it becomes clear that the “who” type keywords tend to spike according to current events.

As an example of how current events influence trends, the biggest spike in searches with the word “who” occurred in the days after the 2020 presidential election.

Every Search Type query refinement shows a different help to refine the results so that they show more accurate information.

So, give the Search Type selections a try because the information that is provided may be more accurate and useful than the more general and potentially noisy “web search” version.

Unlock The Hidden Power Of Google Trends

Free tools are generally considered to be less useful than paid tools. That’s not necessarily the case with Google Trends.

This article lists seven ways to discover useful search-related trends and patterns that are absolutely accurate, more than some search-related data from paid tools.

What’s especially notable is that this article only begins to scratch the surface of all the information that’s available.

Check out Google Trends and learn additional ways to mix different search patterns to obtain even more useful information.

More Resources:


Featured Image: Studio Romantic/Shutterstock



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