Funnel Marketing: How To Hack A Competitor’s Webinar

As you plan your funnel marketing efforts, hosting your own webinars makes sense. Webinars are one of the top five most effective tools in funnel marketing for lead generation because they attract people and engage them when they attend.

When it comes to running a successful webinar, it helps to know what the competition is up to. This is especially true if you’re new to digital marketing and your competitors are experienced.

Hacking your competitor’s webinar in order to study their funnel marketing process is a great way to learn about their lead generation efforts. Knowing what makes them successful can provide insight into techniques that will bring success to you, too.

WHERE TO START

Creating webinars to use with your other digital marketing efforts might require a webinar automation package like JetWebinar. JetWebinar functions as a webinar recorder, and its webinar automation makes it easy to set up registration pages, too.

Instapage shows most webinars lasting around 56 minutes when average attention span is ten seconds, with surprising results: webinar attendees are engaged in the conversation.

Since webinars play a success role in lead generation, there are two things you’ll need to look into when you’re ready to hack your competitor’s webinars.

First, I strongly recommend that you read up on how to ethically steal your competitor’s webinar traffic.

Second, you’ll need to discover how competitors are setting up their webinars and getting traffic. It’s time to go undercover

LET THE INVESTIGATION BEGIN

Make a list of your competitors. Browse their websites and landing pages for webinars they offer, and pick two or three you’d like to study. Set aside the time in your schedule to attend the webinars.

Keep in mind that attendance varies depending on the day of the week and the time of day. The second and second to last days of the workweek are the best times to catch a webinar. In the United States, attendance is highest between 11 AM and 2 PM.

If you’re not sure where to start looking for competitor’s webinars, take a moment to check out JetWebinar, which also gives statistics on the webinars run through their software) or a company like TellOnline that lists webinars and online seminars.

Since you’re spying on the competition, you’ll need to be picky about the email address you use. I recommend using a personal or secondary email that doesn’t include your company domain name.

Set up at least two email addresses to use in your undercover work. For a free email provider, I often use mailinator.com.

REGISTERING TO ATTEND (OR NOT ATTEND) THE WEBINARS

From the list you made, choose a few webinars from companies you’d like to study. Make sure you’re comfortable with your screenshot system, because you’ll be snipping a lot of images.  

Organize your folders so you have a place to save the images. You’ll also want a folder for emails you receive before and after the webinar event.

Later on, you’ll analyze the email messages and the screenshots you take. Right now, your focus is to document everything you see.

Sign up for the webinars twice. Use one email address to register with the intent of going to the webinar. Register with a second email address to track what happens when you don’t attend.

This gives you an opportunity to collect emails that will be directed to both attendees and non-attendees. Later on you can compare them to see how your competitors handle the process for people for both prospect and customer journeys.

Once you get to the registration page TAKE SCREENSHOTS of the registration page and every page you are redirected to after it.

This includes the confirmation and thank-you pages.

Document free giveaways and the free value you receive for both attending and not attending, as well. Keep an eye open to see if you get a replay when you don’t attend the webinar.

While you’re waiting for your webinars, take a look at what makes a successful webinar landing page.  You can compare your competitor’s landing pages to these ideas once you’ve gathered all your material.

Check out this info on landing pages from Crazy Egg

COMPARE EVERYTHING

Attend the webinars that you’ve signed up for with your ‘attending’ email address. Take notes of anything that seems relevant, such as upselling techniques.

When you’ve attended a few webinars, compare your notes for each webinar. Pay close attention to the differences between the information you got from attending and not attending.

Then compare one or two of each of the selected webinar’s information against each other. You might see digital marketing trends that will help you design your own webinar flow.

FOCUS ON ANSWERING THESE QUESTIONS:

  • How do I drive more traffic to my registration page?
  • What should my registration/thank you pages look like?
  • How many emails should I send and what should they say to help increase attendance rates?
  • What should my follow up process look like?
  • How do I increase the number of people taking action at the end and after my event?

TAKING YOUR NEXT STEPS

Now that you know what your competitor’s webinar funnels look like, you can create your own webinar flow. Sketch out a visual image that walks through the entire process, from your registration page to your call-to-action page.

Your webinar sales funnel could look something like this

Or this

There are a lot of different ways to approach a webinar funnel. Consider what you’re trying to accomplish at the end of your webinar event. Pick out the elements that are used by your most successful competitors and use them in your own funnel.

To decide what elements to use, start your webinar funnel hacking!

Meta Description: N/A

Meta Tag:  <meta name=”robots” content=”index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1″ />

<meta property=”og:locale” content=”en_US” />

<meta property=”og:type” content=”article” />

<meta property=”og:title” content=”Funnel Marketing: How To Hack A Competitor’s Webinar – Blog” />

<meta property=”og:description” content=”As you plan your funnel marketing efforts, hosting your own webinars makes sense. Webinars are one of the top five most effective tools in funnel marketing for lead generation because they attract people and engage them when they attend. When it comes to running a successful webinar, it helps to know what the competition is [&hellip;]” />

<meta property=”og:url” content=”https://blog.jetwebinar.com/2018/06/28/hacking-webinar-funnel-marketing/” />

<meta property=”og:site_name” content=”Blog” />

<meta property=”article:published_time” content=”2018-06-28T00:04:12+00:00″ />

<meta property=”article:modified_time” content=”2018-07-19T15:13:07+00:00″ />

<meta property=”og:image” content=”https://blog.jetwebinar.com/wp-content/uploads/2018/06/funnelhacking.jpg” />

<meta property=”og:image:width” content=”2560″ />

<meta property=”og:image:height” content=”1600″ />

<meta name=”twitter:card” content=”summary_large_image” />

Category: Webinar Marketing

Title:Top 3 Webinar Myths Exposed

Content:Most marketers call on webinars and on demand videos as a vital part of their B2B marketing mix to drive qualified leads and sales.

Over the years, though, certain webinar myths have developed that many marketers now take as gospel.  For example, so-called experts will have you believe that you MUST produce a new, live webinar every month to have a successful webinar program.   

Savvy marketers are able to get past the surface buzz and grasp what works and what does not. 

Here are the top 3 webinar myths and how to avoid them.  You’ll get more from your marketing budget and convert a higher percentage of webinar leads to sales.

WEBINAR MYTH #1 – LIVE, EDUCATIONAL “LEAD GENERATION” WEBINARS ARE THE ONLY WAY TO BUILD A SUCCESSFUL PROGRAM

If you stare at the webinar landscape long enough, you’ll likely spot a preponderance of live, “educational” webinars.  They are designed primarily to move an opt-in contact from suspect to qualified prospect.

In some industries more than 80% of the webinar marketing budget and resources support these types of events.

Webinars are more versatile than many marketers realize.

Webinars and their derivatives such as videos and on demand recordings can be used in all stages of the marketing funnel.

They are equally powerful:

  • Early in the marketing process to generate new leads and opt-ins,
  • Mid-funnel to educate, nurture, and qualify, and
  • Late in the marketing process to drive sales or sales opportunities.

What’s more, there is substantial evidence that potential buyers value on demand webinars or videos roughly the same as live events.    

Consider:  It is highly unlikely a single webinar will move a completely new and cold prospect to write a large check for your product or service at the conclusion of the event.

Different types of webinars and on demand videos should be used for different types of marketing objectives. Some organizations, for example, are leveraging online conferences to fill the funnel, live and on demand webinars to nurture contacts to leads, and on demand videos and virtual live product presentations to help convert leads to sales.   

WEBINAR MYTH BUSTING STRATEGY #1:  WEBINARS ALONG WITH VIDEOS AND ON DEMAND RECORDINGS ARE EFFECTIVE IN ALL STAGES OF THE MARKETING FUNNEL.

WEBINAR MYTH #2 – A WEBINAR CAN’T BE USED FOR SELLING

Too often, B2B marketers shy away from “selling” on webinars.

They fear that their presentation or video will be perceived as the online equivalent of an aggressive used car salesperson.  Their presentations are bland – without a point-of-view around relevant issues.  They may attempt to be “all things to all people.”

They avoid articulating any kind of offer or call to action so that the viewer is never encouraged to make a decision to act.

As a narrowcast medium, B2B marketing webinars and videos should be targeted to a specific audience. 

They can be bold in positioning a company in the marketplace, offering opinions, advice, and best practices. 

They clearly invite the attendees and viewers to take the next step: try or buy.  Some of the most effective webinars, for example, simply summarize a special, limited-time offer for the audience and then direct them to a web sales page.

WEBINAR MYTH BUSTING STRATEGY #2:  THINK OF SUCCESSFUL WEBINARS IN THE CONTEXT OF TAKING THE PROSPECT TO THE NEXT STEP IN THE BUYING PROCESS.  THIS MOVE IS ESPECIALLY POWERFUL FOR PROSPECTIVE BUYERS CLOSER TO A PURCHASE.   

You’ll find that the success of many videos or webinars CAN be measured by the number of sales opportunities gained or by the amount of sales resulting from the event.

WEBINAR MYTH #3 – SOCIAL MEDIA IS THE PRIMARY WAY TO DRIVE WEBINAR ATTENDANCE   

Many organizations center their media plans around social media and believe that channels like LinkedIn, Twitter, and Facebook will be fertile ground to drive webinar attenders and viewers in droves.

The fact is that when it comes to webinar promotion, survey after survey of top B2B marketers reveal that the number one way to drive webinar registrations, attendance, and viewers is through an email invitation to a target list.

Start with your own in-house list and supplement with partner, affiliate, outside speaker, and opt-in media lists.

If you are still skeptical and want to prove the ROI of different marketing channels for your next webinar, consider promoting the same webinar with an attractive title to say 1,000 Twitter followers, 1,000 opt-in email subscribers, and another channel of your choosing. 

Then, judge the results for yourself.      

WEBINAR MYTH BUSTING STRATEGY #3: WHILE SOCIAL MEDIA CAN BE A LARGE PART OF YOUR WEBINAR MARKETING PLAN, A WELL-CRAFTED EMAIL INVITATION TO AN OPT-IN LIST WILL ALMOST CERTAINLY OUT-PULL ALL OTHER FORMS OF MEDIA.

So there you have 3 top webinar myths. You are invited to incorporate these ideas into your next event or video.  Webinars can become a blockbuster marketing program for your organization.

Top marketers avoid the traps set by these myths. 

They tap into the power of webinars and on demand videos to their competitive advantage.  They are able to multiply qualified sales leads and achieve a higher ROI on their marketing budget.


Expert blogger Bob Hanson is the creator of the Must-See Webinar system and a published author who has written dozens of eGuides and White Papers on all aspects of driving sales through webinars.  He gets in the marketing trenches with clients such as Citrix, Google, and Infusionsoft, who have produced thousands of successful marketing events and webinars over the past 20 years. Check out www.qlmarketing.com or email bhanson@qlmarketing.com for his new free report, 5 Keys to a Winning Content Marketing and Webinar Program. 

Meta Description: N/A

Meta Tag:  <meta name=”robots” content=”index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1″ />

<meta property=”og:locale” content=”en_US” />

<meta property=”og:type” content=”article” />

<meta property=”og:title” content=”Top 3 Webinar Myths Exposed – Blog” />

<meta property=”og:description” content=”Most marketers call on webinars and on demand videos as a vital part of their B2B marketing mix to drive qualified leads and sales. Over the years, though, certain webinar myths have developed that many marketers now take as gospel.  For example, so-called experts will have you believe that you MUST produce a new, live webinar [&hellip;]” />

<meta property=”og:url” content=”https://blog.jetwebinar.com/2018/06/17/top-3-webinar-myths-exposed/” />

<meta property=”og:site_name” content=”Blog” />

<meta property=”article:published_time” content=”2018-06-17T18:54:47+00:00″ />

<meta property=”article:modified_time” content=”2018-07-19T15:13:14+00:00″ />

<meta property=”og:image” content=”https://blog.jetwebinar.com/wp-content/uploads/2018/06/mythfact.jpg” />

<meta property=”og:image:width” content=”1633″ />

<meta property=”og:image:height” content=”786″ />

<meta name=”twitter:card” content=”summary_large_image” />

Category:  Webinar Marketing

Title: ‘Hang  Ten’ Marketing Style – Surf The Wave Of 5 Key Marketing Megatrends

Content: Think of the difference between surfing a wave or getting knocked over by trying to swim against it.

As my friends in the investment field say, “The trend is your friend.”

Here you’ll discover not 1 but 5 megatrends that savvy marketers can capitalize on in 2016 and beyond. Practice “Hang Ten Marketing Style” and surf them profitably.   

MEGATREND: INFORMATION ON DEMAND

For many, the internet has become synonymous with all human knowledge available for free through a web browser.  Ask a question of a search engine and your answer appears almost instantly. 

Consider:  Buyers expect and can find information immediately.  If marketers are not providing it online, their buyers may turn to the competition.

Megatrend: Video Reigns Supreme

A recent estimate showed that 69,500 hours of videos are watched on Netflix . . . per minute.  Video, especially on-demand video, is embedded in both our professional and personal lives.

Marketers who use video in short and long form will generally create more leads and sales.

Video marketing statistics from Hyperfine Media reveal:

  • “After watching a video, 64% of users are more likely to buy a product online.”
  • “Including video on a landing page can increase conversion by 80%.”
  • “65% of executives visit the marketer’s website and 39% call the vendor after viewing a video.”

MEGATREND: BIG DATA AND MORE MARKETING CHANNELS

Every day, we create an estimated 2.5 quintillion bytes of data.  Put another way, about 90% of the data in the world today has been created in the last two years alone.

Also, we are experiencing the proliferation of channels and marketing options today.   Recently, when creating a marketing plan with one organization, we counted 111 marketing options commonly used in their industry alone. Picking the right channels for your audience and managing those well is more important that ever.

Consider:  The amount of structured and unstructured data keeps growing, and marketers must embrace this trend or risk swimming against this rip-current.

MEGATREND: MARKETING AUTOMATION IS HERE TO STAY

Just as buyers are overloaded with information, so are marketers.  It is nearly impossible for marketing departments to track manually exactly where thousands of prospects are in the buying journey and/or sales process.

Sales has its systems and tracks its sales pipeline; organizations have systems for tracking customers and the supply chain.

Marketing automation and supporting marketing technologies help marketers capture prospect data from the web and other channels and create a true marketing database which can be leveraged, controlled, analyzed, and nurtured into customers or repeat buyers.    

MEGATREND: “CONTENT MARKETING IS THE ONLY MARKETING LEFT,” SAID MARKETING GURU AND WELL-KNOWN AUTHOR SETH GODIN. 

Content marketing is marketing that creates and shares content to attract and engage a chosen audience.  Here I’ll share a formula:

Great Content Creates an Audience

Your Audience Creates an Opportunity for Marketing or Advertising

Buyers are on the look-out for ideas, advice, strategies, background, solutions, and tips.  Content marketing provides answers. This megatrend is almost entirely independent of how valuable or competitive your product or service is.   

Be Aware:  Those who become adept at content marketing and take advantage of the other megatrends will gain a competitive advantage.

They will be able to:

– generate more qualified leads and sales opportunities and

– be more likely to win business ahead of the competition.

How can you ride the wave of these five marketing megatrends and get the most from your content marketing resources?

Answer: By taking advantage of the one marketing strategy nearly every organization should have in its mix . . .

Your On-Demand Video Program to Multiply Qualified Lead Flow and Sales    

Imagine you divide your prospect list in half. One half consumes an element or two of your marketing content and opts into your list.  For most prospects you have gained limited information, such as a name and email address.

The other half also consumes an element or two of your marketing content and opts into your list. 

In addition, they see your best 25-minute presentation video about the problems you solve, how you solve them, external proof points, case studies of success along with testimonials about the advantages of doing business with your company.  Perhaps, they get a brief demonstration of your solution.

And imagine you knew a lot about each and every one of these prospects:  You gained their full name, address, business title, phone number, when they watched your video, how much of the video they watched, and if they’d like to try your solution or talk to a salesperson. 

Which half of your marketing list will generate more sales?

Obviously, the half that watches your best presentation on video.  Case studies show this marketing strategy alone can increase sales by up to 300%, especially when delivered with automated webinar tools like those provided by JetWebinar.

Ignore these megatrends at your peril.

If you can capitalize on them with a strategy such as on-demand video, you, too, will quickly benefit from “Hang Ten Marketing Style.”       


Expert blogger Bob Hanson is the creator of the Must-See Webinar system and a published author who has written dozens of eGuides and White Papers on all aspects of driving sales through webinars.  He gets in the marketing trenches with clients such as Citrix, Google, and Infusionsoft, who have produced thousands of successful marketing events and webinars over the past 20 years. Check out www.qlmarketing.com or email bhanson@qlmarketing.com for his new free report, 5 Keys to a Winning Content Marketing and Webinar Program. 

Total
0
Shares
Leave a Reply

Your email address will not be published. Required fields are marked *

Related Posts