Webinars are a great way to connect with your clients and prospective customers. This guide will teach you the best practices for following up on webinars so that you can improve your email outreach efforts and boost your bottom line!
The Importance of Follow Up
Before we get into the specifics, it’s essential the importance of having an effective follow-up process.
Leads generated through webinars take a lot longer to go through the buying cycle, so it’s important to have consistent outreach to move them along. It’s possible that some of them might never become a customer, but your job is to reach out to them after your webinar to encourage them to interact with your brand and eventually convert into a paying customer.
In other words, webinar follow-up is the best way to book meetings and interact with prospects after an event!
How to Segment your Audience
The first thing you need to do as you prepare your follow-up strategy is to segment your audience. There’s going to be a group of people who attended and another that did not, but it’s valuable to reach out to both of these segments.
However, the messaging and outreach style you use will be different depending on whether they attended the webinar or not! You will also need to identify high-value opportunities within those groups of individuals.
For example, you may have learned that someone who asks a question during your presentation is more likely to set a meeting with you afterward. Prioritize these individuals, And give them more tailored follow-up like a personal phone call!
You can also consider any other information you have about the attendees to determine how likely they are to make a purchase. Focusing on those with higher lead rates can help you improve conversion and make the most out of your marketing dollars.
For lower-priority leads, you can use more passive outreach like emails and periodic messages to monitor their interest levels.
What Methods Should You Use?
There are many ways that you can follow up with someone after a webinar, including email, LinkedIn, and phone calls. There is no right or wrong way to structure this – and having a multi-touch strategy can actually work in your favor.
For those high-priority leads, consider a quality touchpoint like a phone call. This will show them that they matter and allow you to personalize your conversation more effectively.
An email will likely suffice for the individuals that didn’t attend the webinar since that will give you a chance to send them the link to the archived version.
The best practice is to integrate outbound calls with personalized emails and other direct messages!
Choosing the Right Timeline
Reaching out to those who did – and did not – attend your webinar in a timely matter is essential to success. You want to wait at least 24 hours so that it doesn’t appear too automated or pushy, but time is of the essence!
The day after your webinar, you should have a recorded version of the event available to send out as part of your outreach. Remember that these individuals are likely attending many meetings throughout the week, and you don’t want them to forget about the information you gave them.
By following up while the experience is still fresh in their minds, you have a better chance of engaging with them, gathering feedback, and setting a meeting.
Similarly, sometimes people will register for a webinar and then forget to attend. Contacting them the day after the meeting will not only remind them about your brand but will also give them an opportunity to review the content.
Crafting your Message
So, now that you’ve segmented your audience, selected your outreach method, and identified the appropriate timeline, it’s time to craft the messaging!
When you choose the wording for an email follow-up, try to keep the call to action subtle. Blasting the email with ‘buy now’ or ‘sign up today’ will work against you – just because they attended your webinar (or registered) does not mean that there required to make a purchase.
Instead, the tone should be appreciative and helpful. Thank them for their interest in your webinar and give them an opportunity to ask any questions they might have.
Try to personalize the email beyond just the first name. Everyone knows you can use a bot to populate that field, so use your targeting strategies to customize it a bit more. This will resonate with your audience and encourage them to engage.
If you’re still not sure what to write in the follow-up message, simply send them to a landing page that shows key video highlights of the webinar. Milk Video can help you set this up so that you can easily display the most impactful parts of your webinar!
Always include access to the full recording and slides as well – the goal is to give your audience as many resources as possible.
If you’d like to dive more into the best methods for following up on a webinar, sign up to our event.