How do you leverage live video and webinars for lead generation and nurturing?

Consider what pain points or ambitions your target audience has and how you can solve them with your content. If you're new in business, ask your target persona relevant and specific questions beforehand. To do this, survey your audience. Start by defining your goals and objectives for the survey, and then tailor your questions to match. Consider asking open-ended questions to encourage thoughtful responses, and include a mix of qualitative and quantitative questions to get a well-rounded view. Keep your questions concise and easy to understand, and avoid leading or biased language. Finally, analyze the results and use them to inform your live video or webinar preparation to dramatically improve your audience's experience.

Choosing the right topic and format for live videos and webinars: Identify your audience's pain points, interests, and frequently asked questions. Align topics with your expertise and brand value proposition. Research popular trends and competitor content to find unique angles. Select a format that best showcases the content (e.g., presentation, Q&A, panel discussion, or demo). Consider guest speakers or co-hosts to add credibility and diversify perspectives. Ensure the topic and format encourage engagement, interaction, and clear takeaways for attendees. By considering these factors, you'll create compelling, relevant content that resonates with your audience and drives results.

I've hosted over 200 live events in the past 3 years. What I can say is live video allows you to INSTANTLY connect with your potential audience. Ive never done the hard sell. I share information or use a panel / interview format. My thought is building familiarity and show people I'm human. It's to build awareness at the top of the funnel. The result, several people say "I feel like I know you already" as I present the same online or offline. No matter how many viewers you get, live video exists to bridge a connection. If you try to sell too often or too soon, bridge collapses. #TheNotoriousBTG

We've found that the type of service we provide is not typically the type of service people seek out. When we host webinars, live video, speaking engagements, etc., we almost always walk away with leads who were previously unaware there was a solution to their problem. In some cases, they were previously unaware they had a problem at all. Now that they've engaged us on some level, we can continue the education process through the customer journey up to the point that they are ready to look into full service engagements.

Choosing the right topic and format for your live event or webinar is crucial for attracting and engaging your target audience. To do this, identify their needs, preferences, and pain points, and select a topic that addresses these concerns while showcasing your expertise. Consider using various formats, such as panel discussions, interviews, or how-to sessions, to keep your content fresh and engaging. By aligning your topic and format with your audience's interests, you can enhance their experience, foster engagement, and increase the chances of converting them into leads or customers.

Depending on what stage the prospect is in the funnel determines how much info we try to collect on our landing pages. Early stage interest is typically just a name and email, maybe a phone number. As they progress through the different levels of content, we present more opportunities for people to engage with more specificity. To do that, you have to ask (and get answers to) more specific questions. For each form the prospect fills out, the clearer the picture of the avatar becomes.

Creating a landing page and registration form for your live event or webinar is essential for capturing lead information and driving sign-ups. Design an attractive and user-friendly landing page that highlights the key benefits, topics, and speakers of your event. Incorporate a clear call-to-action that directs visitors to the registration form. The registration form should request essential details, such as name, email address, and job title, while keeping the form short and simple to encourage completion. By effectively combining a compelling landing page with an easy-to-fill registration form, you can boost event attendance and generate a valuable database of leads for future marketing efforts.

Creating a landing page and registration form with key considerations: Design a visually appealing, user-friendly landing page highlighting the webinar's value proposition. Use clear, concise headlines and bullet points to communicate benefits and takeaways. Incorporate social proof, such as testimonials or speaker credentials, to establish credibility. Optimize your page for SEO to increase visibility and drive organic traffic. Keep the registration form simple, requesting only essential information to reduce friction. Test different landing page elements to optimize conversions. By keeping these elements in mind, you'll build an effective landing page and registration form that captures leads and maximizes attendance.

Promoting your live video or webinar effectively is crucial for reaching a larger audience and driving registrations. Utilize a multi-channel approach, leveraging email marketing, social media, blog posts, and paid advertising to create awareness about your event. Craft compelling promotional messages that highlight the value and key takeaways of your event, and tailor these messages to each platform. Additionally, consider partnering with influencers or industry experts to expand your reach. By promoting your live video or webinar across various channels and with targeted messaging, you can attract and engage your ideal audience, leading to more successful lead generation and nurturing efforts.

Promoting your live video or webinar effectively: Create a multi-channel promo plan, including email, social media, and blog posts. Leverage your existing audience by sending targeted emails with a clear call-to-action. Craft attention-grabbing social media posts with visually appealing images or teaser videos. Collaborate with industry influencers or guest speakers to broaden your reach. Utilize paid advertising (Facebook / Google) to target specific demographics. Encourage registrants to share the event with their networks for increased exposure. Schedule reminders leading up to the event to maintain interest and improve attendance rates. By following these strategies, you'll raise awareness, drive registrations, and maximize ROI.

Preparing and practicing your presentation is key to delivering a successful live video or webinar that engages and educates your audience. Start by creating a well-structured, visually appealing, and informative slide deck that conveys your main points clearly. Rehearse your presentation multiple times, focusing on your tone, pace, and body language to ensure a smooth and confident delivery. Familiarize yourself with the technology and tools you'll be using to prevent any technical glitches during the event. By dedicating ample time to preparation and practice, you can effectively communicate your message, create a positive impression, and foster trust and credibility with your audience.

One of the best things I have found embracing Live Video is the engagement with viewers during the live and after. I am always striving to make the viewers a part of LinkedIn Lives and YouTube Live experience. This is done by showing and reading aloud comments during the show. Afterwards, I am committed to replying to all comments received during the live and later on during the replays.

This is the stage that so many people miss. Don't let someone walk away from your event without some kind of follow up action. Send them to a download page for the transcript or accompanying pdf. If nothing else, at least ask them to sign up for your newsletter (or, tell them that they're signed up by virtue of registering for the webinar). Tell them to drop their website in the comments so YOU can sign up for THEIR newsletter. People love to share their content just as much as you do. Then do whatever you can to keep the lines of communication open, and look for ways to make that a two-way street.

Delivering and following up on your live video or webinar is essential for maintaining audience engagement and nurturing leads. During the event, present your content in a clear, engaging, and interactive manner, using Q&A sessions, polls, or chat features to encourage participation. After the event, promptly follow up with attendees and non-attendees alike, offering valuable resources, thanking them for their participation, or sharing a recording of the session. Segment your leads based on engagement and interest, and tailor your follow-up communication to guide them through the sales funnel.

Look for patterns and trends in your data to see where you're doing well and where you could use some improvement. For example, if your registration rate is low, brush up your sales copy—you may need to improve your promotional efforts or offer a more enticing incentive for people to sign up. If your attendance rate is low, you may need to improve your email reminders or adjust the timing of your event. Analytics can also help you identify areas where you can optimize the actual event next time. For example, if you notice that attendees are dropping off during a certain part of your event, you may need to adjust your content or presentation to keep them engaged. (Pro tip: Don't wait until after your event to constantly monitor engagement.)