The Guide to Creating a Successful Webinar That Sells for Beginners
Welcome to our 4 part series on how to create a perfect webinar. Let’s jump right in. Standing out from the internet crowd is an inevitable part of your content marketing strategy. This is especially the case if you desire to convert viewers into buyers.
What strategy would you employ to rise above the crowd?
Interactive visibility is the secret. No tool does this better than a webinar! Through a carefully crafted engaging and inspiring content, you can easily convert viewers into customers by use of lively and informative discussion.
This mode of engaging conversion is supported by GoToWebinar study, which found out that webinar is the most magnetic media when it comes to attracting consumers and engaging them in a constructive and beneficial way. This is proven by the fact that consumers are willing to spend more time on a webinar than any other type of marketing media.
|The webinar is the most magnetic media when it comes to attracting consumers and engaging them in a constructive and beneficial discussion.|
When it comes to branding, webinar leads other media in terms of brand validation. Potential consumers and the general audience easily gain trust with a brand that uses webinar than any other mode of communication and engagement. This arouses more interest from the potential consumers and the general viewership.
Most marketers avoid webinars simply because they lack the know-how. However, starting with trial-and-error is the best way to begin. All is required is an open mind and a positive attitude. Putting adequate content preparation and consistent practice helps to minimize errors.
While there is no one-fits-all formula on how to create a webinar, there are general rules of thumb on how to go about it. We are going to discuss what you need in order to create an impactful webinar.
Grounding the Basics
To be on the same page, let us, first of all, remind ourselves of what a webinar is.
So, what is a webinar?
A webinar is simply an engaging live video presentation, in a seminar format, that is used to communicate, inform, instruct, train or educate viewers on important topical issues.
Webinars are widely used in high-end marketing communication to introduce a product, demonstrate product features, and instruct customers on how to use the product.
|Webinars are widely used in high-end marketing communication to introduce a product, demonstrate product features, and instruct customers on how to use the product.|
The primary aim of marketing webinar is to acquire, nurture and convert potential leads.
What do you need to create a powerful webinar?
There are three crucial things you need to create a powerful webinar… a goal, a host, and a call to action. We will take you through this in the following three simple steps:
1. Set up a Goal
Remember, you are in a game to score. Thus, to be a winner in this game, you have to establish a SMART goal. Some of the common goals include: to inform, to educate, to nurture, to convert, to build trust, and to create loyalty, among others. Thus, the webinar should have two main parts:
- Informative and empowering content (the what, not the how!)
- A call to action (sales pitch)
We will discuss these two parts later on.
2. Prepare and Host the Webinar
The first step in preparation is to know what it takes to make a webinar. ClickFunnels offers a great tutorial on how to create a perfect webinar – for free. Simply click here to get started.
Equipped with this important piece of information, the next thing to do is to find out the best webinar hosting system. Clickfunnels, Zoom or GoToWebinar are some of the best in the market today.
Before the presentation, you need to ascertain that your hosting system works. First of all, ensure that you are connected to a fast internet. Next, ensure that the webcam and microphone are in working condition. Lastly, confirm that other webinar tools are ready.
Once you are sure that the hosting conditions are ripe, the next thing to do is to publicize the webinar so that potential viewers become aware of it. We will discuss this further later on.
3. Call out your Audience into Action
If your objective is to convert viewers into customers, then, the call to action will involve a sales pitch. In the case of non-conversion, call to action may an invitation to an event, an invitation to interview, etc.
Marketing webinars always ends with a sales pitch in which you invite customers to subscribe for a demo, receive a sample, or buy the product straight away. Even if the webinar is not for marketing purpose, it has to end with a call to action.
Want to know how Webinars Work? Here are the tidbits
Live webinars work the same way as a seminar (from which they derive their name), only that they are on the web (online).
Like in all seminars, you have the freedom of creativity when it comes to how you want your webinar to come out. You are absolutely in charge of how to conduct it.
Once you are done with the live webinar, you can post the recording (as video) on your promotional sites. You can as well publicize it on social media network and even email it to your existing and prospective customers.
Why PowerPoint is an Inevitable Companion to Your Webinar Session
When it comes to converting slide presentation into a webinar, there is no alternative match to PowerPoint.
With PowerPoint, you have a huge array of slide templates to choose from. You can also choose your preferred themes and transitions.
PowerPoint is great when it comes to presenting information in a visual-graphic form such as charts, graphs, etc.
You can either incorporate the PowerPoint presentation as part of your live discussion or as a standalone presentation. Whichever the case, you still need to carry out background research in terms of target viewership, timing, and hosting.
Want to Convert Your Viewers into Buyers?
Here is the rule of thumb on what you ought to do
1. Take advantage of Facebook Ads
With over 2 billion users, Facebook is the largest social media network. You can leverage this massive population to catapult your webinar as a tool for converting viewers into buyers.
Like in a big forest, without a proper strategy, you may end up being lost in the world of Facebook. To prevent this, it is important to carry out adequate research on your target viewership. Only then can you be able to make a proper presentation that will create a following and engineer intended outcome.
For example, in researching your target viewership, consider their demographics, location, timing, motivations, tastes, and preferences and then employ Facebook metrics to target your ads.
|In researching your target viewership, consider their demographics, location, timing, motivations, tastes, and preferences and then employ Facebook metrics to target your ads.|
Timing is extremely important, use Facebook analytical data to determine the most appropriate time of the day to post your advert. Also, determine the most appropriate days of the week to do so.
For maximum impact, RSVPing and other forms of Call-To-Action should accompany your interaction and engagement with your audience on Facebook.
With about 29% of webinar attendees signing up on the day of the presentation, you must allow Facebook Ads to be active on the day of the presentation.
More about Facebook Ads in part 2!
2. Make your Webinar landing page ooze out a ‘now or never’ sense of urgency
A compelling landing page headline is extremely important for your webinar campaign.
It is the one that will strike the attention of potential viewers and attract them to read more about the landing page. Thus, it just has to be magnetically compelling.
In addition to a compelling headline, make the landing page provide an easy user experience.
There should be a seamless flow in terms of navigation links. A broken link is simply abominable.
Keep details to the most minimum. Be conscious of the visitors’ time. Most of them don’t have that much time to spend on your landing page. Just request for the most minimal details from them and make a follow-up later. A name and an email or telephone contact are just enough. You can inquire about the rest of the details on a subsequent follow-up.
3. Leverage the power of compelling content to boost the worth of your webinar
People follow that which inspires them, that which raises their spirit, and that which relieves their pain-points.
As such, it is important to factor this in your webinar. Ask yourself “what potential problem exists that most of my audience would like to be solved?”
Answer this question by providing a webinar that not only solves the problem but also solves it in the most inspiring way. Remember, whichever the solution, there will always be emotional and psychological aspects of it.
The emotional aspect could be a desire to connect. The psychological aspect could be a desire for fulfillment. Blending both as part of your solution is what creates a loyal fanatical following.
More than anything else, open up a new window of opportunities to them. Unveil a new perspective to the problem and a matching solution. Let them visualize the greater picture… in which they are proudly part of it.
4. Create a powerful follow-up system to reap from the after-sale benefits
The greatest salesmanship acumen rests in follow-ups. It is not the first sale but the after-sale follow-up that ushers in loyal and dedicated customers. A follow-up is like giving an escort to a guest.
|The greatest salesmanship acumen rests in follow-ups. It is not the first sale but the after-sale follow-up that ushers in loyal and dedicated customers.|
It not only gives a sense of appreciation but also some psychological “Welcome Again” signal.
A follow-up system should include an automated replay email within 24 hours after the webinar. It should also include retargeting email campaign such as upcoming webinars, subscriptions, survey feedback, among others.
To avoid negative response to emails, it is important to carry out a background survey to know how many emails your audience expects after the webinar. Don’t flood their inbox with emails as this will not only appear as spam mail but also repugnant to your campaign.
A retargeting email campaign is the best way to keep the conversion engine firing up. It is the best way of encouraging converts to buy more. And if you encourage them to forward their emails to their contacts, it becomes a greater way of generating new potential leads.
Implement the above tips and you will be assured of harvesting great returns on your webinar investment.
Perfect Webinar Funnels by ClickFunnels – What you ought to know about it
Ever wished to host a perfect webinar and organically grow your email list? There is no doubt that the length and quality of your email list are directly proportional to your capacity to generate more sales.
ClickFunnels is a sales funnel tool that is specially crafted to enable you to grow your email list and maintain it in the most optimal business-healthy condition.
With ClickFunnels, you can easily build your own webinars sales funnels in easy steps and be ready to start converting leads into customers. No need for technical expertise. It is all simple, straightforward, and seamless.
ClickFunnels is not just a tool, but an all-encompassing system prepackaged with all that you need to quickly set up and launch your webinar sales funnel.
To make it quicker for you to grasp what ClickFunnels is all about and how to use it in setting up your sales funnel and webinar, check out ClickFunnels’ Perfect Webinar Funnel — and get started.
Click here to the next article: How to Create a Killer Webinar (Part 2/4)