Webinars are one of the most effective ways to market products in the digital age. Creating a great webinar is only part of the formula for success. You also have to create interest and get visitors to sign up to watch the presentation. This is where a webinar landing page makes all the difference.
The Successful Webinar Funnel
Pulling off a webinar involves the use of what marketers refer to as a funnel. You can think of a sales funnel in the same way you think of a funnel that you use in your home or for your vehicle. You are directing web visitors to a specific end result. In the case of a webinar, you are hoping to convert watchers into buyers. Getting them to the webinar is a major part of your funnel.
Ideally, you will get visitors to sign up for your webinar with a landing page that provides a registration form. The benefit here should be obvious. Not only will you be able to gauge interest in your presentation by the number of registrations, you will also be capturing valuable leads with every sign-up.
If someone registers and does not attend your webinar, you still have the opportunity to market your product through the backchannel of an email campaign. You can also present replays of the webinar for those who missed it the first time.
To get registrations you need to make the landing page engaging. There are three specific techniques and strategies that you need to employ when designing your webinar landing page.
3 Elements of Successful Webinar Landing Pages
You should try to keep your landing page simple. Paring it down to the basic essentials will serve you far better than overwhelming a web visitor. Enough information should be provided to interest your visitor, and you shouldn't have to oversell.
It all begins with the hook. This is the engaging text that you will use to snag the visitor's interest. The problem that many people make when composing a hook for their landing page is using too much language. Your hook should be economical in nature. Remember, you can assume some interest because the visitor has taken time to visit your landing page. There is no need to rehash elements that brought them there.
Focus on answering some basic questions in your hook. What did you accomplish with this product? Why is your product better than similar products offered by other marketers? How long will it take the web visitor to see results after purchasing your product. These are the things that potential viewers want to know.
The second element of a successful landing page is a memorable tagline. Your tagline should be one or two sentences that are a focus of the landing page:
"This one strategy is all it took for me to increase my Amazon affiliate sales by 300%, but most marketers laughed when I told them about it. You'll be laughing all the way to the bank when I show you how to revamp your affiliate business in just 30 days."
The hook and the tagline work in tandem with one another to create interest. If your hook is very powerful, the tagline may not need to be as strong.
The final element of your landing page should be urgency. You should know that the moment a web visitor clicks off your page hope is lost. You have to make them believe that this is their only opportunity to register for your event.
Many marketers use things like a countdown graphic to reinforce that time is running out. Some like to use a graphic which limits the number of people that are allowed to attend. Many methods will work, but you must create a sense of urgency.
From Landing Page to Closing the Sale
Now that you have created a great landing page for your webinar, it is time to deliver the goods. Remember that there has to be a payoff for your visitors in the form of a great product.
Always deliver on the promises that you have made on your landing page. This will improve buyer trust and open the door to repeat sales when you have new products to offer.