How Does A Webinar Work For Growing Your Business? - Kase Dean
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Marketing Strategy

How Does a Webinar Work For Growing Your Business?

March 2, 2021

How Does a Webinar Work For Growing Your Business?

Would you like to know the secrets of gaining lots of sales in less than an hour?

There is a solution that doesn’t require you to cut your prices or reduce your profit margin.

By hosting a webinar, you can generate tons of leads and sales in the process.

In fact, if your webinar goes well, it could be the key to making more sales than you ever thought possible.

So, just how can you use webinars to increase your sales, regardless of what you’re selling?

How Does a Webinar Work

Getting To Grips With Webinar Marketing

Webinar marketing involves using an online (web-based) seminar to connect with an audience of potential clients and use this seminar to promote your business.

Rather than focusing purely on selling, it is best to view webinar marketing as a lead generation activity.

It is a chance to provide free and valuable information to an engaged audience.

However, with this information, you can show your audience the need and benefits of upgrading the free information that you have provided to the product or service that you are selling.

The real advantage of webinar marketing is the value that it provides to your audience.

While your prospects invest their time into your webinar, you provide them value with a personal approach and a chance to share your knowledge and expertise.

In your audience’s eyes, this goes much further than a downloadable eBook or worksheet.

The other real value-added activity of a webinar is that many webinars include a Q&A session at the end of the presentation.

This is a fantastic chance to connect with the audience on a personal level. Consequently, this helps to build that all-important trust that can convert a prospect into a client.

How Does a Webinar Work

You can use a webinar in a variety of creative ways. However, the most common ways to use a webinar include;

  • Hosting a masterclass in your subject of expertise
  • Demonstrating how your products/services work
  • Presenting and expanding on your content (such as doing a reading from your book or expanding on points made in a recent video/blog post)
  • Sharing top tips to help your audience overcome common issues
  • Talking through processes that you use and could help your prospects.

Ultimately, as long as your webinar provides value and gives a solid reason for your audience to invest their time into joining your presentation, then you have the perfect opportunity to sell to them.

So, what can you sell from your webinar?

Well, how about;

  • Products
  • Group coaching
  • Memberships
  • 1:1 coaching
  • Workshops
  • Masterclasses, seminars and training
  • Digital products (meditation recordings, training videos, workbooks)
  • Practically anything else!

No, you don’t need a sales pitch for a webinar.

Read on, and we’ll share some top tips about webinar selling later in this post.

Not Convinced That Webinars Will Work For You?

Not Convinced That Webinars Will Work

It is easy to dismiss webinars in favour of other, longer-lasting approaches.

It is also easy to dismiss webinars if you’re not comfortable with presenting to a large number of people!

However, there are lots of reasons to overcome this fear and take the plunge with a webinar.

Here are just some of the statistics that may convince you that webinar marketing can skyrocket your sales;

  • Between 2-5% of webinar attendees will make a purchase at the end of a webinar
  • One webinar can generate between 500 and 1,000 leads
  • Up to 40% of webinar attendees will eventually turn into qualify leads
  • 73% of B2B marketers say webinars are the best way to generate quality leads.

5 Quick Benefits Of Webinars

So, as well as the statistics, here are just five of the many benefits that hosting a webinar can bring to your business;

  1. Boost traffic and brand awareness
  2. Showcase your authority and expertise
  3. Speed up the sales funnel
  4. Smooth out any pre-sales objections
  5. Deliver a personalised approach to boost trust.

Deciding On Your Webinar Topic

One of the most important aspects that can make or break your webinar sales is the topic.

You need to really draw prospects in with a catchy and intriguing title.

Typically list-based articles and ‘how-to’ titles have the best engagement, however, if you’re still stuck on a topic, consider what your existing clientele ask you.

If you constantly repeat to yourself; ‘if I had a pound for every time someone asked me about…’, then use this to your advantage and run a webinar covering this subject.

You can also see what your competitors or people in your industry are offering. Then work out how you can do it better!

If you’re still not sure, run a poll on your social media to find out exactly what your audience wants to know.

Remember, it will be the title that piques interest, so make sure it is as eye-catching as possible.

Can you use humour, wordplay, intrigue or just value-promising words to ensure your webinar gains traction?

Planning Your Webinar

Planning Your Webinar

So now you have the subject and the title, it’s time to map out your webinar. While your webinar isn’t a sales pitch, it is a prime opportunity to sell.

The next step is to decide what you will use your webinar to sell or where you want your webinar to lead your audience to.

What Are You Selling?

Consider your client’s problem; the webinar needs to provide a total solution.

So, while your webinar should help your clients with your expertise, what you sell from the webinar should be able to provide the ultimate solution.

A solution that your audience can’t say no to. So what can you offer your webinar audience that will be a must-buy solution?

Remember though; the focus should always be on helping your audience. They have given up their time to attend your webinar, so value needs to be the focus.

Position your product/service as a being a solution that can give even more value that your webinar. However, keep the self-promotion to a minimum.

How Long Should It Be?

60-minute webinars attract more attendees than 30-minute webinars, so this is well worth keeping in mind. Then split this time to be 75% of you talking and 25% as a Q&A session. For an hour webinar, talk for 45 minutes and spend 15 minutes answering audience questions.

All that being said, there is no reason at all why your webinar can’t be only 20 minutes long.

What Should I Include?

The first few minutes of your webinar should be spent building authority, explaining who you are and why you are in the best position to host a webinar on your chosen subject.

Then, it’s time to focus on your topic. When creating your content, it helps to make sure your webinar covers these four U’s;

  • Useful (will it help your audience?)
  • Unique (Is there anything like this available already?)
  • Ultra-specific (are you pinpointing a precise problem?)
  • Urgent (why should your audience join your webinar at this moment in time?)

Then, consider the format. This should be relatively simple of introducing the topic, covering the topic and then recapping the topic.

If you want a more personal approach, you could outline the problem, share your personal experience of the issue, then explain the solution and how it worked for you.

Then, with a subtle sales pitch, you can show your audience how they can benefit from the solution too.

Hopefully, you now have lots of ideas on what to include in your webinar to make it a success, now let’s share some of the best ways to ensure your webinar is a success.

How To Make Your Webinars Work For Your Business

How To Make Your Webinars Work For Your Business

Read on for some top tips about how to make sure your webinar delivery goes without a hitch;

Get Tech-Savvy

There are lots of webinar software options available, such as Zoom, Zoho Meeting, Livestorm, GoToWebinar and Adobe Connect.

The right webinar platform will depend on what you want to do with your webinar (as well as how much you’re willing to invest!).

However, whichever option you choose, make sure you know it inside and out.

Before your webinar, make sure you’ve practised with the platform and can complete some of the common tasks.

Can you;

  • Share your screen with ease?
  • Mute your attendees when necessary?
  • Run polls and have chat boxes open?
  • Switch seamlessly between presenting and screen sharing?
  • Welcome attendees (and latecomers) without interrupting the flow of your presentation?

Captivate Attention

Most webinars will include slides to help add to the visual of your presentation.

It is important to move through these quickly to maintain the momentum of your webinar and to maintain attention.

Keep slides focused and ensure they are not text-heavy.

It can also help to ensure font size is large enough to read easily on a variety of screen sizes while keeping graphics clean, simple and straightforward.

Optimise Timing

The best time to host your webinar will depend on where in the world the majority of your audience lives.

However, research suggests that 11 am webinars have the highest success rates.

Furthermore, Thursdays are shown to be the best day for webinars.

Interestingly, the data shows that it is best to avoid Mondays, Fridays and Weekends for webinars.

Launching Your Webinar

Typically, people begin to advertise their webinar around three weeks in advance of the date.

Interestingly, 24% of webinar registrations occur on Tuesday, while Monday, Friday and weekends have the lowest sign-up rates.

As a result, it is best to send out your launch email and reminders on Tuesdays.

Another statistic to consider is that the best time to send registrations is between 8 am and 12 pm.

So much so that the hour window between 9-10 am have a 14% success rate, so when scheduling your marketing materials, this is a key component to consider.

Create A Marketing Plan

It is essential to give your webinar the promotion it deserves.

However, before you start shouting about it, make sure you have everything in place first.

This includes an opt-in form so that you can send the webinar invite, get to know your attendees and collate all of those vital leads!

Make sure your prospects know that the webinar is free and make your USPs clear.

Testimonials and endorsements can go a long way.

So can social sharing, make sure you use all the contacts that you have!

It is good practice to send three updates about the event, and reminders can really help, perhaps 24 hours before and one hour before.

This can help to make sure you have as many attendees as possible.

An intent pop-up can also be useful on the registration page and your website to help ensure you capture all of those who are undecided.

Then, it’s time to broaden your webinar marketing.

Make sure you tick off these aspects of a webinar marketing checklist;

  • A banner on your website
  • Social posts
  • Promotional videos
  • Thank you for registering emails
  • Guest posts, social sharing and interviewing (if you’ll have guests on your webinar)
  • Interviews, podcasts and blog posts that establish your own authority.

Consider Post-Webinar Marketing

When your webinar is over, you may think you can relax.

However, there are lots of things you can do to convert the audience into buyers.

The first activity is usually to send the recording to those that couldn’t make the live event.

This email can also include a time or space-limited offer as a final convincer!

You can also create an email series off the back of your webinar to keep up engagement and momentum and to ensure the audience remains in your sales funnel.

With your registration page, you can convert this into a catch-up page and perhaps have a sign-up for any forthcoming webinars or events.

Your Ten-Point Plan For Creating Webinars That Help Your Business Grow

  1. Choose a topic you know is likely to interest your audience
  2. Consider what product/service to sell and create a convincing CTA
  3. Create a powerful webinar title and compelling landing page
  4. Plan out your webinar to fit the time, including Q&A time
  5. Create captivating slides and ensure your webinar technology suits your needs
  6. Develop a registration page with an opt-in form and ensure your collating consumer data with care
  7. Start promoting your webinar using social media
  8. Send out reminders to those who have registered
  9. Host the webinar
  10. Send out the webinar recording and action any post-event marketing activities.

So, now you have all you need to get planning your webinar and see just how many sales you can make in a single webinar!

Marketing Webinar Checklist

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Kase Dean works with consultants, coaches and a select group of small business owners who need help selling more of their services and making more revenue using automated marketing and sales systems.

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