That's all you need to host a high-impact webinar. This makes webinar marketing one of the most cost-effective marketing and lead generation strategies around.
But to get people to attend your webinar is no easy task. There's a lot that goes into designing the perfect funnel. And one key element that is overlooked is the webinar registration form.
Webinar marketing is a strategy every business should implement. That's because it has so many benefits you can't ignore. After all, in this highly competitive business environment of today, you must pull all the stops to increase your chances of getting that precious lead or making that sale.
That's where webinars come in.
Here are five benefits you'll enjoy by implementing a webinar marketing strategy:
Getting leads is becoming more difficult as more and more businesses compete for the same clients. Because webinars are still a relatively untapped strategy, they can increase your chances of generating new leads. Research backs this up and shows that 79% of buyers are willing to share their contact details in exchange for webinar attendance.
As long as you market your webinar well and optimize your landing page and webinar registration form, you're bound to drive new leads to your business. And that's mostly because studies show that as much as 40% of webinar attendees turn into qualified leads.
People want to know how your product or service will benefit or add value to their lives.
What better way than to show them?
And that's precisely what webinars can help you to do - whether live or recorded videos. Because of their visual nature and by virtue of them being interactive, webinars make it easy to:
If you're not using webinars to showcase your products/services, you're missing out on an excellent opportunity to increase conversions and sales.
Another great benefit you'll reap from hosting webinars is that they help you establish yourself as an authority in your industry or niche. By highlighting your expertise and sharing valuable information, you boost your brand's credibility and build trust with your audience.
To further boost your authority using webinars, invite respected figures in your niche as guests. Leverage your network and tap into their knowledge and expertise. This will add credibility to your webinars and, ultimately, your brand. This is particularly important if you're just starting your online hustle.
Brand engagement is one of the most important facets of marketing every business needs to master. In short, brand engagement is the sum of the interactions your brand has with your customers/audience. The more the interactions, the better the brand engagement.
And webinars are a great way to encourage your customers to interact with your brand.
Because they offer an immersive experience and allow for interaction, people find them more valuable than other content types. And that's particularly so in the Covid-19 era where human interaction has been reduced.
One of the most significant benefits of hosting webinars is that they help you extend your reach. This is especially if you invite influencers from your niche as your guests. This will help you tap into their network and audience, thereby allowing you to tap into a market you would otherwise have not been able to reach.
But to achieve all these benefits of webinars, you need attendees. And that brings us to your webinar registration form - particularly how to optimize them for conversions.
As the name suggests, a webinar registration form is a form you use to capture attendees' details. It contains a list of fields your webinar attendees input their data in.
You can either embed it on your landing page or, better yet, have it on the other side of your landing page. The latter gives you more flexibility to optimize the form for better conversions.
So why should a simple form require that you invest time and resources into it?
For one thing, it's an essential part of your entire funnel. Without it, you have no way of contacting your prospects and building a relationship with them.
And that's why you need to give your webinar registration form some love. Put more effort into ensuring it converts like gangbusters. This includes everything from the right number of form fields to nailing your submit button. Let's break it down and take it step by step, shall we?
Now that you know what a webinar can do for your business, let's get those conversions up on your webinar registration form. You may have the best webinar hosting software on the planet, but if your form fails to convert, no one will attend your webinar.
One of the biggest mistakes many brands make when preparing for a webinar is to focus on all other pieces of the webinar marketing funnel - except the registration form. They put in a lot of effort to get people to the landing page, only for them to get an anticlimactic experience at the last leg. The same effort you put into ensuring that people click through every stage of your funnel is the same effort you should put in your form.
Offer a seamless experience from your landing page to your form.
Every asset in your funnel must bolster your brand image. By the time your prospects reach the webinar registration form, they must be able to "see" you in it. Creating a seamless experience from the top of your webinar marketing funnel to the bottom will foster trust. This way, your prospects won't hesitate to give you any of the information you request in the webinar registration form.
The key to boosting conversions for your webinar registration form is to keep the form as effortless to fill as possible.
Here are a few ways to do that:
Even though people are excited about attending your webinar, they still don't want to put in a lot of effort to book their seats. Any extra cognitive and physical effort needed to complete the registration form will result in you losing attendees.
Most forms are plain boring. And believe it or not, that can have an impact on your conversions.
Using an eye-catching design helps maintain the excitement and momentum that has driven your prospect thus far. A dull and boring design can be disheartening and could make your prospect think twice about completing the form.
You could be at the end of the funnel and your prospects are more than ready to hand over their details to you, but that doesn't mean you should skimp on design.
Sure, you've sold the benefits of attending your webinar from your ads to your landing page. But that's not to say you can't do it one more time.
To boost your webinar registration form's conversions, sell the benefits of attending your webinar. Sometimes people get distracted as they're filling in the form. Coming back to a form with just a bunch of fields could lead them to clicking away as they could have forgotten what the form was all about.
Don't worry. You don't have to recreate your landing page here. All you need is a powerful headline that sums up your webinar and a few lines highlighting what they're getting by filling in the form.
Remember, your webinar registration form must be short and sweet. But it still needs some copy to push people across the finish line.
So what makes for good webinar registration form copy?
If your form is embedded on your landing page, this section doesn't apply. However, for forms that are separate from the landing page, make sure to push your prospects across the finish line with a bit of copy.
A single-column layout has been proven to be more effective in driving conversions than multiple columns on the same page. This is because single columns offer better flow, resulting in better UX.
And because most people read from left to right, single-column left-aligned form fields make it easier for your webinar participants to fill in the registration form. Another reason single-column form layouts work well is that it takes less optical effort to focus on them. This helps reduce form abandonment.
What do you do if you need a lot of information, and a single layout will make the form look long?
You can split your webinar registration form into multiple pages (2 or 3). This makes it less intimidating and more comfortable to fill. But remember, at this point, all you need is for people to sign up for your webinar. So don't ask for too much information. If you need more information, offer an incentive (during or after the webinar) that attendees can sign up for.
Research shows that more people access the internet from mobile devices than from desktops Therefore, you must optimize your webinar registration forms for mobile. A few tips to help you do this include:
Neglecting to cater to people who'd like to register for your webinar via their mobile devices is tantamount to self-sabotage. Optimize for mobile, and you'll enjoy an uptick in conversions.
One of the biggest mistakes many make on their webinar registration forms is to use generic CTAs, the most common being, "Submit Form." While this does clarify what your prospects are expected to do, it lacks a personal touch.
And personal touch is what will make you memorable. It also encourages more conversions.
Using more personalized (and fun), CTAs will get people excited about submitting the form. For example, if it's a webinar on improving conversion rates, your button CTA could be, "I'm Ready to Be a Conversion Master."
Remember to always analyze one CTA against another using A/B testing tools to optimize your form for what speaks to your prospective audience best.
Yes, they're the least sexy part of your entire funnel, but your webinar registration form is one of the most critical aspects of your funnel. Everything else leads up to it, and failing at this stage means all the effort you would have put into your webinar marketing funnel would have gone to waste.
So yes, webinar registration forms are the unsung heroes of webinar marketing. And they should be given the love and attention they deserve.
Sania Khan is a content creator who has been writing for the past seven years. A content marketer by day and a poet by night, she previously worked for a large multinational and left it to pursue her passion for writing. She enjoys a good read with wit and tea to get her day started.