![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/04/Website-and-chats.webp\")
In Part 1, we discussed lead generation strategies and tactics on social media, phone, and email marketing.\u00a0
\n\n\n\nAgain, we will tackle the challenge of how to generate more leads for your business. In this article, we will focus on lead generation using webinars and events as well as websites and chats.
\n\n\n\nYour website is a powerful lead generation machine. But if you couple that with chat, it becomes 2X more effective. According to a Forbes report, putting a chat feature on your website increases your customer satisfaction rate by 90 percent. More than that, a website chat is 50 percent cheaper than a phone call.
\n\n\n\nBut before you can use this lethal combination, you need to drive more traffic to your website. So let\u2019s look at how you can attract more visitors to your website. Then, we will talk about how you can nurture your prospects and convert them.
\n\n\n\nSocial media and email marketing play a vital role in attracting visitors to your website.
\n\n\n\nEverything starts with an invitation. And you can do that by sending a compelling email marketing newsletter and building your brand on social media. You\u2019ll find some helpful strategies using these channels in Part 1 of this article.
\n\n\n\nOnce they accepted your invitation, you need to keep them interested and asking for more. Here\u2019s how your website can help you with that:
\n\n\n\nA holistic content strategy will be able to guide your leads as they go through the buyer\u2019s journey. Clearly define what the role of your website is in engaging and converting your leads.
\n\n\n\nConsider the following questions when creating a content strategy:
\n\n\n\nBe consistent with your message in every page of your website.
\n\n\n\n![\"Develop](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/04/Develop-a-holistic-content-strategy.webp\")
Every time you create a content strategy, always have your audience in mind. They\u2019re the ones who will interact with your website, not you. Thus, you should organize your pages to guide your prospect.
\n\n\n\nIt also includes the language your prospects are using. The language and tone you\u2019ll use if you\u2019re reaching out to young professionals is different from the one you\u2019ll be using if you\u2019re talking to doctors.
\n\n\n\nUse the appropriate language that your target audience will be comfortable using. Also, don\u2019t hard sell. Instead, provide relevant and valuable information that will help solve their challenges.
\n\n\n\nYour website should be full of forms, links, and call-to-actions that compel your visitor to do something. You cannot expect them to act if you didn\u2019t ask them in the first place.
\n\n\n\nThese calls-to-action must catch your prospect\u2019s attention. You also need to be clear about what you want them to do. But you have to make sure that your call-to-action must be relevant to the content of that page.
\n\n\n\nIf your visitors respond to your call to action, what can you give them in return? You have to provide something valuable in exchange of their efforts. It could be:
\n\n\n\n![\"Make](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/04/Make-your-calls-to-action-visible-Offer-Value.webp\")
Providing a hybrid solution of chatbots and live chats is the way to go. Chatbots can provide round-the-clock response times. It lessens the the pressure of your live chat support because chatbots already filtered what the visitor wants.
\n\n\n\nChatbots can provide basic information. Live agents can provide emotional support and in-depth guidance to complex issues. By using this hybrid solution, you maintain the continuity of the conversation.
\n\n\n\nHere are more ways to improve your chat service to generate more leads:
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/04/Optimizing-the-Power-of-Chats.webp\")
Registration forms allow you to get the name and email address of your visitors before the conversation even starts. It allows you to pursue these leads in case you get disconnected during the conversation. You can also forward them to your sales team so they can nurture them until they are ready to convert. Here\u2019s an example of a chatbot with a registration form from yellow.ai.
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/01/yellow-ai-chatbot-1.webp\")
![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/01/yellow-ai-chatbot-2.webp\")
An active registration form takes only seconds to fill out. And the conversation flow looks natural, so it doesn\u2019t pose a threat to your visitors.
\n\n\n\nThis chat feature is a predefined conversation that flows based on the topic the visitor chooses and the answers he/she gives. Before your prospect talks with a real sales rep, the chatbot already sifts the prospects according to their needs and intents. Here\u2019s an example from Mercury Labs:
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/01/callbox-chatbot-1.webp\")
![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/01/callbox-chatbot-2.webp\")
Lead profiles allow you to understand your leads more. It carries the basic information of your leads. It also helps you keep track of your conversation with them. Your sales rep can review the conversation later and gain insight that will help them nurture the leads.
\n\n\n\nRelated: AI for Lead Generation
\n\n\n\nAccording to BrightTalk, 79 percent of B2B buyers view a webinar or video content one or more times a week. So if you have invested your time, effort, and resources in hosting webinars and creating video-based content to target their prospects should most likely receive a great ROI.
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/01/webinars-and-events.webp\")
If you want are just starting to use this channel or want to improve it for lead generation, here are a few stats and strategies for you.
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/05/Game-changing-webinar-stats-.webp\")
According to WorkCast, 60 minutes is the ideal webinar length. It is enough to present the content you need to showcase. However, data have shown that the length may vary depending on what you want to achieve.
\n\n\n\nIf you want to engage your audience more often, a 15-minute webinar done 2 – 3X a week is enough. A 20-minute webinar is also suitable for start-ups while 90 minutes is recommended for trainings and presentations.
\n\n\n\nB2B buyers appreciate on-demand viewing. As mentioned in the stats above, it increases conversion rates among C-Suite executives. That\u2019s because it\u2019s very convenient, allowing viewers to watch it at their most comfortable time.
\n\n\n\nAlthough your main goal is to win prospects over, the webinar is also an avenue to establish yourself as a thought leader. It\u2019s not the time to be salesy. Instead, understand their needs and provide solutions. Once you gain their trust, everything follows.
\n\n\n\nEducate and impress! That becomes easier with eye-catching visual aids. Use visually appealing slides, videos, and animation to keep your audience\u2019s attention.
\n\n\n\nAdding fun activities like quizzes and mini-games in the middle is much better than speaking all throughout. Encourage interactions so it doesn\u2019t end up like a one-way conversation.
\n\n\n\nInviting an expert or thought leader can make your event more appealing. It also makes the webinar legitimate. Furthermore, the name of an expert on your invite \u2014 especially if he/she is well-known \u2014 becomes a powerful marketing tool.
\n\n\n\nRelated: 5 Ways to Promote Your Virtual Event to Drive More Webinar Attendees
\n\n\n\nThere are more tactics and strategies to improve your lead generation on these channels. Be aware of the marketing trends and understand your target market so you can create a more effective campaign.
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