Brad Swineheart, the VP of Channel Marketing and Business Development for the marketing-services company White Glove, shares his top nine tips for successfully filling your pipeline after a webinar.

Virtual webinars should be a tool in every business’s customer acquisition arsenal. Below are nine consistently proven ways you can host high-converting webinars.

1. Start with your power opening and introduction 
   Highlight the post-webinar consultation once you’ve captured attendees’ attention and after explaining who you are. This creates an appropriate window to mention how there will be time for a few questions toward the end.
2. Allow attendees to book with you during the webinar 
   Use a calendar link to allow attendees to book an appointment with you at any point during the presentation. White Glove hosts who currently get the most appointment requests are the ones who mention their calendars three to four times throughout the presentation.
3. Leverage polls
   Using a poll during the event subtly encourages attendees to weigh in on a concept or question. This increases engagement, which makes the booking process feel more natural.
4. Use embedding to appeal to emotional and analytical thinkers
   Use the technique of embedding and share a personal story right before displaying your calendar link for a second time. (e.g., “I was wrapping up a webinar just like this a month ago when a woman booked a call by following the link. We uncovered a few strategies that would go on to save her thousands in taxes this year.”)
5. Deliver your social media plug
   Encourage attendees to follow your social media pages—simply put your links in the chat or pop-up. If you are sharing great content on social media, encouraging attendees to follow you may keep those leads warm for those who do not immediately convert.
6. Tie it all together
   Deliver a brief summary of what you covered throughout the webinar before transitioning to your close. Acknowledge the action-takers who already booked with you along with those who have yet to do so.
7. Take follow-up action immediately
   Webinars allow for immediate reengagement. Aim to reach out right away to all attendees who did not book an appointment.
8. Innovate the follow-up
   Send your attendees a follow-up video instead of a standard email. You don’t need fancy equipment—your smartphone should do the trick. Simply record the video, and upload it to a video sharing site like Vimeo, YouTube or send something as basic as a link to a Zoom recording.
9. Utilize training resources
   Even advisors who are rock stars in person can struggle with delivering a dynamic presentation virtually. Fortunately, there are many coaching and training opportunities available for those determined to master this medium.

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