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Webinar Funnels: 6 Ways to Create Effective Funnels for Your Webinar Series

Axel Grubba

Updated September 8, 2023

How do you create a webinar funnel that converts? 

A webinar funnel stands as an indispensable technique for achieving your marketing targets. Whether you’re introducing a fresh product, building an email database, or boosting product sales, this resource is nothing short of essential.

To make your webinar funnel work better and double your results, it must be finely tuned with particular elements. Findstack has identified six easy steps to help you plan your webinar sequence perfectly. So, let’s get started!

What is a Webinar Funnel?

A webinar funnel is a marketing technique that allows you to attract potential participants and convert them into paying customers. In this case, a webinar acts like a lead magnet that captures and qualifies leads, similarly to a sales funnel.  

To work effectively, a funnel for a webinar follows a series of steps to entice attendees throughout the buying process. They include the following:

  • Creating a webinar landing page to drive traffic to the web page
  • Collecting email addresses and vital information as potential attendees sign up for the online event
  • Directing registrants to a thank you page
  • Sending more details about the webinar, including the topics, time, date, speakers, etc
  • Running an engaging and interactive webinar
  • Convincing attendees to buy your product or service via a call-to-action

This is how creating a webinar funnel might look.

webinar funnel
Source: FlowApp

An appealing and mobile-friendly webinar landing page is a must-have resource to ace your campaign. Why not check out this in-depth review of landing page builders to start on a firm footing?

Why are Webinar Funnels Important?

According to Salesforce, 79% of leads slip through the cracks as marketers fail to convert them into sales. So what’s the solution? Webinar funnels. 

More leads and sales

A webinar can help you capture leads and convert them into sales. Because potential attendees provide their contact details during registration, a webinar funnel makes it a breeze to generate leads.

Increased reach and engagement

It’s possible to create interest in your online event and reach a wider audience through a webinar funnel. A captivating landing page with crystal-clear webinar topics and goals can convince more people to register for the event. 

Improved SEO

Your efforts to create a memorable webinar won’t go to waste. That’s because you can record the online meeting, share it with subscribers who can’t attend online, and display it on your website. 

You can also repurpose the transcripts by creating eBooks, blog posts, etc. This enhances your SEO when searchers discover your webinar on search engine results pages (SERPs).

How to Create an Effective Webinar Funnel

So how do you build a converting webinar funnel? Before we dive into the steps, note that you’ll end up with fewer participants than those who signed up. 

That’s fine. Your webinar funnel’s main goal is to qualify your leads so you can attend to people who want to stay until the end of the program. And a conversion rate that is between 3.1% and 5% is still within the acceptable range. 

1. Analyze your target audience

Deciding on the webinar topic is one of the most important steps in building a webinar funnel. It must be a subject that’s wide enough to accommodate a large audience and rouse their interest. The discussion points should also be specific and relevant to your target group of people. 

To ignite people’s desire to attend your online event, carry out some research to understand your potential participants. Do the following to grasp their pain points:

  • Use a poll maker to discover what challenges customers are facing.
  • Run interviews
  • Engage focus groups 
  • Use social media intelligence apps to eavesdrop on trending issues
  • Follow popular and trending hashtags
  • Ask customer support or the sales team

Planning webinars around topics that are relevant to your audience is a good place to start a webinar funnel.

The purpose of your webinar must be clear when you’re planning it. Ensure the content aligns with your audience’s interests, preferences, and needs.

2. Set your KPIs

Source: FreePik

Measuring and tracking the following webinar funnel metrics is essential:

  • The number of registrations: The stats help you understand the overall success of the online event.
  • Engagement during the webinar: Check metrics such as involvement levels, polls and survey participants, and the number of questions asked. They let you know about the attendees’ interest and engagement levels.
  • Attendee feedback: This offers you vital insights into whether the attendees solved their problems.
  • Market Qualified Lead (MQL): Is your webinar effective in generating quality leads?
  • Sales Qualified Lead (SQL): How effective is your online event in converting leads into sales?

3. Promote the Webinar

Driving traffic to your webinar landing page to entice visitors to sign up for your online event is crucial. The more people who land on your registration page, the more leads and conversions you can have. 

You can encourage potential participants to visit your web page by offering them a free webinar. Compared to a paid webinar, it can drive more traffic to your landing page. 

Here are some super easy ways to achieve the above:

a. Social media

There’s no doubt that social media greases your marketing campaign since 5 billion people use it worldwide. And the Pew Research Center says about seven in ten Americans use social media to network.

That’s why Renee Mack used her social media account to promote her webinar. Here are some positive things from the ad:

  • States that it’s a free webinar, so anyone can attend
  • Enticing topic
  • Offers a free copy of her strategy
  • Link to the registration page
Social Media webinar promoition
Source: FlowApp

Pro Tips: 

  • Use visuals to grab the reader’s attention
  • Post at least once a week on your social media accounts
  • Consider using shortened links for readers to share it easily or asking them to invite their friends with the same link
  • Run ads

b. Email marketing

It’s also easy to raise awareness about your webinar if you have an email list. Have a look at the example below. The email works due to the following:

  • Personalized greeting
  • Colorful banner image
  • Webinar registration link
Webinar email marketing
Source: FlowApp

Pro Tips

  • Use a catchy and irresistible subject line
  • Write a strong value proposition explaining the webinar’s benefits
  • Include the time, date, speakers’ names, and a CTA or link to the registration page

c. Leverage your website

Because you have an established brand with a website, you can use your internet site to drive traffic to your webinar sign-up page. It’s a good landing page because of:

  • Uploaded webinar recording
  • Strategically placed video: it’s at the top right hand corner, making it more visible
Tailwind homepage
Source: SeedPro

Pro Tips

  • Embed a video on the homepage
  • Collect leads by asking visitors to watch the recording

4. Execute the plan

Webinar funnel

Now that people have confirmed their registration, it’s time to run the webinar. And remember, the funnel for your online event has a clear process you need to follow to improve your conversions.

It starts with your landing page that directs visitors to your webinar registration page. As attendees log in during the event, you should welcome them. You must include a CTA link that leads participants to the purchase page and then another separate page where attendees can download your product. 

So how do you host an unforgettable and highly engaging webinar? Here are some great ideas you can try:

  • Share your own experiences
  • Provide case studies
  • Use plenty of examples
  • Clarify concepts with loads of visuals
  • Interact with attendees through Q&A
  • Run polls
  • Share valuable resources about your products, like eBooks 

5. Consider an Automated Webinar

You have put lots of effort into hosting your online event, so it’s a wise idea to turn it into an automated webinar. Also called an “evergreen webinar” or “on-demand webinar,” an automated online event is pre-recorded and shared at scheduled times. 

It simulates an online event and keeps engaging an audience. You can use it to collect more leads and increase your conversions.

Not sure how to get started with automated webinars? Findstack helps you find the right webinar software for your business with our easy-to-read comparisons so you can narrow down your search and make a confident choice. See your best-ranked webinar tools or the browser all webinar vendors in the webinar category.

Findstack homepage
Findstack's product page

Pay attention to the following tips to leverage automated webinars:

  • Upload a video to your website
  • State the webinar’s availability
  • Create email alerts, such as reminder emails
  • Add handouts, quizzes, and CTAs to make it more interactive
  • Offer live chat or an option to send emails to respond to questions
  • Use a landing page
  • Publish and promote it

6. Follow-up!

If you get good sales during your conference, that’ll be a great achievement. Lucky you. But it’s also possible not to meet your goals, so you should make follow-ups.

Here’s why. 

A study shows that 80% of salespeople need an average of five follow-up emails to close a deal. As a result, following up on your attendees is vital to ensuring you double your sales. 

You should email them the resources they need to decide to buy your products in the follow-up email. Here’s what you must include.

  • Warm message to thank them for participating
  • Webinar pre-recorded video 
  • Slides with more text to make them shareable
  • A killer call to action
  • Optional: A limited-time offer to create urgency

If the prospect cannot attend the webinar, the follow-up email is particularly important.

You could still convert them into paying customers by sending them the webinar replay video. Ask additional questions in your follow-up email to get them to reply.

Now is the Right Time to Build Your Webinar Funnel

A webinar funnel is a handy sales tool that lets you promote your online event to woo potential attendees to sign up. It helps you capture and qualify leads, so you can boost your conversions and rock your sales goals.  

With the right tools to build an appealing landing page and host a webinar, you can run a memorable conference. Findstack can come in handy by helping you find the perfect software to create a converting webinar funnel.

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Axel Grubba is the founder of Findstack, a B2B software comparison platform, with his background spanning management consulting and venture capital where he invested in software. Recently, Axel has developed a passion for coding and enjoys traveling when he is not building and improving Findstack.

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