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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.

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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.

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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.

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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.

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

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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.

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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.

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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.

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?

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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

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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:

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  • 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.

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

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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

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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.

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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.

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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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Top 6 Free Survey Maker Tools For Marketers

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Top 6 Free Survey Maker Tools For Marketers

The number of online surveys has risen dramatically in the past decade, according to the Pew Research Center.

From short social media polls to lengthy feedback forms, it’s never been easier to survey your target audience and find out what exactly they’re thinking.

When it comes to free survey makers, you have plenty of options to choose from.

That’s the good news.

The bad news is you have to wade through your options to figure out the best survey tool for you.

In this article, I’ve done that dirty work for you.

Below I outline the top six free survey makers, with a simple bulleted list of their pros and cons, so you can quickly select the best one for your needs.

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But first up, the caveats.

What You’re Missing With Free Survey Makers

When something’s free, there’s usually a catch. The same goes for free survey makers.

Free survey tools, or the free plan offered by a paid survey tool, often come with the following limitations:

  • Limited export options. You may not be able to export your survey data for review in Excel or Google Sheets. There may be a PDF-only export option or no export ability at all.
  • Limited analytics. Free survey tools often skimp on the analytics. You may be left to your own pivot tables and Excel expertise if you want to create anything fancy from your survey data.
  • Limited survey functionality. This runs the gamut, from a limit on how many respondents or questions you can have per survey, to only allowing so many question types (e.g., multiple-choice, long-form, etc.).
  • Limited extra perks. By perks, I mean those other features that make software from good to great. With survey makers, that might mean easy-to-access support, the ability to embed surveys in email or webpages, multiple user accounts, or integration with other email marketing or CRM software.
  • No branding. Free survey makers give you their tools for free. In return, you provide them with free brand awareness. Don’t expect to be able to swap out their logo for your own. You’ll probably be stuck with their branding, along with a prominent link to their site throughout the survey or on the thank you page (or both).

If any of the above is a dealbreaker for you, you should plan to drop a little dough on a paid survey tool. That’s why I’ve also included the starting price for all six of the tools featured below.

In case you end up having to upgrade later, it’s easier to do so from a tool you’re already familiar with.

Top 6 Free Survey Tools

Without further ado, I present the best free survey makers you’ll find today. These are listed in no particular order.

1. Google Forms

Screenshot by author, June 2022

Do you live and die by your Google Drive?

Great news: Google also offers free survey software via Google Forms.

Alright, I know I just said these were presented in no particular order, but I’ll openly admit Google Forms is my personal favorite. Just look at all of the features they include in their free plan!

All you need is a free Google account to get started.

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Here’s what’s included in the free plan:

  • Unlimited surveys.
  • Unlimited questions.
  • Unlimited responses.
  • Export to Google Sheets.
  • Survey logic (ability to skip or trigger questions).
  • Ability to embed images and YouTube videos.
  • Ability to embed the survey on your website and share to social media.
  • Survey analytics, updated in real-time.
  • Integration with Google Docs, Sheets, Slides.
  • Unlimited collaborators.
  • Customizable survey templates.
  • Free branding.

What’s missing from the free plan:

  • Enhanced security and collaboration options.
  • Integration with your existing Google Workplace account.

Price: Completely free. Google Workplace pricing starts at $6 per user per month.

Best for: Anyone and everyone, for business or casual use.

2. SurveyMonkey

surveymonkeyScreenshot by author, June 2022

SurveyMonkey is the online survey tool. Established in 1999, it’s still the most well-known online survey software.

Despite the limitations of its free plans, SurveyMonkey continues to be popular thanks to its intuitive interface and brand recognition. Notable clients include Allbirds, Tweezerman, and Adobe.

One nice perk is that you can test out any of the paid features with your free plan. (You just won’t be able to actually use it in your live survey until you pay up.)

Here’s what’s included in the free plan:

  • Unlimited surveys.
  • 10 questions.
  • 15 question types.
  • 100 responses per survey.
  • Over 250 customizable survey templates.
  • Ability to embed the survey on your website.
  • Mobile app.
  • One user.

What’s missing from the free plan:

  • Unlimited questions, question types, and responses.
  • Data exports – this is a biggie!
  • Custom branding.
  • Survey logic (ability to skip or trigger questions).
  • Team collaboration.
  • Advanced security (single sign-on, HIPAA compliance).
  • A/B testing.

Price: Freemium. Paid plans start at $16 per month for individuals, $25 for teams.

Best for: Those who want a tried-and-true survey maker with all the features you could ask for.

3. Typeform

typeformScreenshot by author, June 2022

Many online survey tools are designed for the general public.

Readers of Search Engine Journal will be happy to hear that there’s a survey tool created just for us. Typeform was built specifically with marketers, UX researchers, and business owners like us in mind.

Here’s what’s included in the free plan:

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  • Unlimited surveys.
  • 10 questions per survey.
  • 10 responses per month.
  • Basic question types.
  • Basic reporting and analytics
  • Ability to embed the survey on your website.
  • Integrations with MailChimp, HubSpot, Trello, Google Sheets, Zapier, and more.

What’s missing from the free plan:

  • Unlimited questions and responses.
  • Custom thank you screen.
  • Custom branding.
  • Survey logic (ability to skip or trigger questions).
  • Team collaboration.
  • Ability to accept payment.
  • Ability for survey respondents to upload files.
  • Integration with Facebook pixel and Google Tag Manager.

Price: Freemium. Paid plans start at $29 per month.

Best for: Enterprise users, UX researchers, and marketers hoping to track customer behavior.

4. Zoho Survey

zoho surveyScreenshot by author, June 2022

Zoho Survey is part of the same Zoho suite of apps that caters to sales, HR, IT, finance, and virtually any kind of business user you can think of.

Given their tenure creating SaaS software for business, their survey tool is just as robust as you might expect. Customers include big names like Netflix, Amazon, Facebook, and Change.org.

Here’s what’s included in the free plan:

  • Unlimited surveys.
  • 10 questions per survey.
  • 100 responses per survey.
  • Ability to embed surveys in email or website, or share to social media.
  • Export to PDF.
  • 250 survey templates.
  • Password protection and HTTPS encryption.
  • One user.

What’s missing from the free plan:

  • Unlimited questions and responses.
  • Ability to export to XLS or CSV.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • Team collaboration.
  • Real-time responses.
  • Multilingual surveys.
  • Integration with Google Sheets, Tableau, Shopify, Zendesk, Eventbrite, and others.

Price: Freemium. Paid plans start at $25 per month.

Best for: Zoho users, or anyone who needs an extra level of security for their surveys.

5. Alchemer

alchemer survey makerScreenshot by author, June 2022

Alchemer is an advanced survey maker developed for the enterprise client.

Paid features include custom coding so you can customize every single element of your survey, from the survey URL to the form logic.

They stand out among free survey makers for being one of the few (besides Google Forms) to offer unlimited questions and Excel exports in their free plan. Clients include Disney, Salesforce, Verizon, and The Home Depot.

Here’s what’s included in the free plan:

  • Three surveys at a time.
  • Unlimited questions.
  • 100 responses.
  • 10 question types.
  • Export to Excel.
  • Customizable templates.

What’s missing from the free plan:

  • Unlimited surveys.
  • Unlimited responses.
  • Unlimited question types.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • Ability to embed surveys in websites.
  • Export to PDF, PowerPoint, or Word.
  • Ability for survey respondents to upload files.
  • Survey analytics and reporting.
  • Ability to accept payment.

Price: Freemium. Paid plans start at $49 per month.

Best for: Enterprise users needing to create long surveys with advanced logic and question types.

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6. Jotform

jotform survey makerScreenshot by author, June 2022

With over 10,000 templates, Jotform takes the cake as the survey maker with the most form templates on our list.

Jotform also stands out for letting you accept payments with the free plan (although you’re limited to 10).

This popular survey maker includes clients as wide-ranging as AMC and Nickelodeon to Redfin and the American Medical Association.

Here’s what’s included in the free plan:

  • Five surveys.
  • 100 questions per survey.
  • 100 responses per survey.
  • Ability to embed surveys in email or website.
  • Export to PDF or Excel.
  • 10,000 survey templates.

What’s missing from the free plan:

  • Unlimited surveys.
  • Unlimited questions and responses.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • HIPAA compliance.

Price: Freemium. Paid plans start at $29 per month.

Best for: Users who want a template for every kind of survey possible.

Which Survey Tool Will You Use?

There truly is a survey maker for everybody.

The above options are all solid choices. Which one works for you may depend on your organization’s needs and your personal preferences.

Take advantage of the free trials and see which one you like best.

More Resources:

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Featured Image: Prostock-studio/Shutterstock



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