Episode 6 – Humanising your brand and webinar funnels
Hi and welcome to episode 6 of Wired Plus TV.
I’m Tony and I’ll be your host. I’m the Marketing Manager at Wired Plus.
In every episode of Wired Plus TV we will be exposing marketing secrets, insider knowledge, and business advice and lessons that we have learned through the creation of Wired Plus.
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So, moving on to this week’s marketing hack and marketing strategy.
We’ll be talking about webinars this week.
This week’s hack first of all is to ensure that you keep a face to your brand. Think about any of the top brand names out there and what comes to mind:
- Apple – Steve Jobs
- Facebook – Mark Zuckerberg
- Amazon – Jeff Bezos
The one thing that they all have in common is the person in front of the brand – their one and the same.
Even if your business or brand isn’t as big as these names – most of us aren’t that big yet! – the one thing that makes you relevant with your target audience is the human aspect.
For years, HR and recruitment teams have been told to develop and promote their corporate culture, highlighting the people in their business.
The companies that stand out all have a public face to support the brand.
Have a think about your competition. Do any of them have that public face? If not, is there an opportunity for you to stand out in your marketplace by being more human and putting a face to your brand.
And now our marketing strategy section where we’ll cover “webinar pipelines”.
Do you pipeline, or funnel contacts through any of your business processes at the moment?
Effective marketing teams all use specific pipelines/funnels, created to lead contacts from one part of the buying journey to another – sometimes all in one go – and sometimes moving from one flow to another based on certain actions that have been taken, or behaviours that have been shown.
I could spend all day talking to you about pipelining and funneling contacts, but for today’s episode I wanted to show you one of the more basic flows that you can use to get started with them.
This is a basic webinar funnel, or pipeline:
As you can see, the funnel is made up of a series of landing pages; with triggered communications running alongside at certain parts of the flow.
You’ve probably been through a funnel like this yourself when you’ve signed up for a webinar, or event.
It feels like a natural progression, doesn’t it? The thing is with natural progressions like this is that they don’t feel forced and you don’t feel as if you’re being lead down a path. You’re just moving from step to step.
When marketers get their pipelines and funnels right, they don’t seem forced even though the marketer is taking the contact down a predefined path to their chosen conversion.
Why are funnels/pipelines important for marketing?
Prospects and customers can take an infinite number of routes to conversion if they are not controlled. “Control” sounds much harsher than we mean though!
Think about all the channels and routes that a contact could take from first coming into contact with your brand to ultimately making a purchase and then becoming an advocate of your business.
It all ties in with the marketing funnel [image on screen] and the customer journey.
Now, what does a contact ultimately need to do to become a customer of yours? It doesn’t matter what industry you are in, or what products and services you offer, you will find that the majority of your customers all came through the same touchpoints and journey.
Some will have taken longer to convert, with more touchpoints in their journey.If you dig into your data, you will see that there is a blueprint for how most of your contacts convert.
Now, if you’re not in control of that process, lead times to conversion will be dictated by how each contact wants to move around your channels and come into your marketing messaging. Your reporting and analysis will be following them around rather than you taking the lead and using their behaviours to move them nearer to conversion with every contact.
Most marketing teams have heard about nudge theory and the halo effect, but only a few are using them to their advantage and to optimise their marketing funnels.
Let’s go back to that webinar funnel to explain this in more depth.
Stage 1 – Traffic
At this stage there are 3 different types of media that will drive traffic to your webinar page:
Have you heard of them before?
Let me define each one for you.
Paid media are just that. You’re paying to push your message through them. Think Adwords, social media advertising, TV ads and ads in printed publications.
Earned media are media where you have earned the exposure, such as word of mouth, SEO, customer referrals, amongst many others.
Owned media is the content that you are in full control of. Your website, blog, or downloadable resources would all be seen as owned media.
Each of these has its own pros and cons, and applies to all of your marketing activity.
Stage 2 – Registration Page
This stage is made up of one landing page. It’s simple, it’s clean cut, and it’s going to be high conversion!
There are over 500,000 results when you search on Google for “Landing Page Optimisation”. There are millions of sites out there that discuss landing page best practices and that will give you a host of “award winning templates”.
We will be discussing landing page optimisation in next week’s episode, but for the webinar, we can keep the registration page clean and simple.
All it has to do is:
- showcase the benefits of why someone should be attending your webinar
- And make it easy for the persons to sign up for it
Nothing more, nothing less!
How you lay the page out is up to you, but here is a proven formula for webinar registration pages:
Your LOGO – This gives you instant brand awareness and should instill more trust in the person viewing the page
The Headline – This should clearly tell the viewer what the webinar is about.
The Title – This is the main
List the benefits of registering for, and attending the webinar – The usual format is a list of 3 bullet points, but through split testing, you will be able to work out what the best number of bullet points and how much text you need to write for your audience to buy in.
A video introduction – This is usually a short video (30 seconds to 1 minute) presented by the the person hosting the webinar and should reiterate the benefits of attending. A human touch here can make the difference between a successful webinar and one with no attendees.
The CTA and registration button – You do need a CTA after all! Now this is where some marketers have different opinions. You have 2 choices – You can either use a CTA button to take the person to a form where they submit their details to register for the event. It could be another landing page, a hosted data capture form, or even a modal that opens up when the button is clicked
The second choice you have is to embed a form straight into the registration page. The choice is up to you as both approaches have their own benefits. Either way, you absolutely MUST collect at least a name and email address from anyone wanting to register to attend. THis is used to send confirmation details , reminders, and also your marketing messaging after the event.
A Testimonial – Even when it comes to webinar registrations, people need some sort of social proof before they’ll commit to registering for an event. A nice quote with an image from a previous attendee, or client can go a long way to securing additional sign ups for your webinar. A Word of Warning though – don’t make them up! That will always come back to haunt you!
And finally – One last bite of the cherry. A final CTA will never go amiss in converting those people who want to read the whole page before making a decision.
So, that’s your Registration page completed. Something that I’ve not mentioned up until now that can get your more sign ups is using countdown timers. They don’t work in all cases, but a well positioned countdown timer can spur people on to sign up as the fear of missing out is a powerful activator!
Stage 3 – The Thank you / confirmation page
This is an important page. If you want to lead people to conversion through your webinar pipeline, you need to do more with this page than just give them a reminder of the data and time fo the webinar and a link to the webinar broadcast.
Use the thank you page as a tripwire page. It is an opportunity to get a promotional sales message in front of your new lead and to lead them to a conversion. Some companies offer free audits, free trials of their products, or special offers at this stage. Don’t go over the top though and forget that it is a thank you page!
Stage 4 – The webinar page
This is the page where your broadcast will take place. It needs to be:
- well designed so that the webinar is showcased
- On brand to keep the consistency of your messaging
- Another opportunity to highlight the products and/or services that you offer.
Most people who sign up for your webinars won’t stay with you for the full duration of the presentation – they know that there is usually a sales pitch at the end and that you are likely to be introducing yourself, your business, and your products for the first 5 minutes.
This means that you need to get that messaging across on the webinar page for when attendees are on the page. Again, don’t go over the top with ad banners or promotional messaging, but make the most of the opportunity.
Stage 5 – The Webinar replay page
Access this page depends on whether you want to treat people who attended the webinar live differently from the people who didn’t attend at all.
Some companies want to make sure that people who sign up for their webinars do turn up – mainly because they feel that they need the messaging and content of the webinar to be delivered in real time to help to convert those attendees.
Other companies feel that their messaging is strong enough, so it doesn’t have to be delivered live necessarily.
Again, this decision is up to you and your own business goals. At Wired Plus, we would prefer people to attend live, but we do appreciate that marketing teams can get busy all of a sudden and can miss out on the live webinar because of this.
We always record the presentations and share them at a later date too.
Stage 6 – The purchase page, or next funnel
Now you have a choice to make! Do you lead people from your webinar pages through to a new landing page that has been designed purely for converting, or do you put them into a new funnel or pipeline?
It’s a tricky decision! How close to conversion has your webinar taken them? Were they warm leads right from the start that just needed a helping hand, or were they stone cold leads?
The answers to these questions will dictate your next steps.
So that is how you would funnel a contact through a webinar flow. There are platforms out there created purely for webinars which will help you to build these flows, but they are very expensive and they only do that job.
To create funnels and pipelines for all of your customer journeys you would need:
- the ability to create landing pages,
- to collect data from signups
- A means of sending emails
The Wired Plus platform gives you all of these features and much more all in one platform!
You can create the landing pages, send emails, collect data using lead capture forms and also manage your contacts and your teams with the powerful CRM.
If you want to start creating those all important pipelines and funnels, you need to set up an account!
If you want to give it a try and see how quickly and easily you can build funnels using WIred Plus, we are offering a free trial to Wired Plus TV viewers. Use the link on screen to set that up now!
And last but not least, an update on the Wired Plus journey.
We’ve been looking at our influencer outreach programme again and our advertising approaches.
We have decided that we are going to start running regular webinars and how to sessions, supported by interviews with influencers and marketing teams from other businesses, so that our viewers can learn from a host of strategies and approaches.
We’ll be running these from next week, so keep your eyes peeled for our updates!
So that’s it for today’s show!
In the next episode, we’ll be talking about Landing Page Optimisation, a great lead generation hack, and another update from our journey to disrupt the marketing software industry.
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Thanks for joining me today, I hope you can join me again next time.
Until then, happy marketing!
Bye for now.