Webinar Mastery

Best Practices For Webinar Mastery

empreender

• Publisher: Bibliomundi
• Year: 2021
• ISBN:
  9781526039095
• Edition: 1
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

To successfully make money from webinars you have to know what works and what doesn't.A lot of marketers make big mistakes with their webinars and do not get the results that they want.This guide will explain everything that you need to know about planning, promoting and running successful webinars...

Essential Tips For Better Webinar Conversions

One of the best reasons for investing your time and effort into webinars is that they have insane conversion levels. If your webinar is mediocre then you can still expect around a 5% conversion rate. Compare that to email marketing where a 1% conversion is common and maybe 4% if your email campaign is really good.

If your webinar is well planned, solves a problem that is in demand and really engages your audience then you can be in the 20% conversion range. Not only that but you will have all of the attendees as new leads that you can market to in the future.

A lot of products and services sold on webinars have a high ticket price. So making improvements to your conversion rate can have a significant impact on your bottom line. Here are the critical tips that you need to follow in order to maximize your webinar conversions.

Maximize your Attendance Rates

You need to be realistic about webinar attendances. If you have 1,000 attendees lined up for your webinar they are not all going to turn up. In fact if half of them show up then you will be doing pretty well. A survey of webinar attendances revealed that 40% to 50% of registrants attend on average.

If people do not attend your webinar they are not going to purchase your offer. So what can you do to increases the chances of registrants attending? Here are four tactics that we recommend you use to increase attendances for your webinars:

1. Increased the Perceived Value

If a registrant does not attend your webinar it usually means that they prefer to spend their time doing something else. They do not perceive the value of attending your webinar to be higher than what they plan to do instead.

One of the most effective ways to combat this is to offer a valuable bonus at the end of the webinar. This could be a special discount, a valuable report or something else that is related to the subject of your webinar.

2. Always make offers at the end of the Webinar

Nobody wants to attend a webinar where they are pitched with a product or service right away. If you do this, word will get around and your attendances will take a nose dive. Always bear in mind that the first priority of the attendee is to learn something valuable for free. So give this to them first.

Plan your webinars so that you provide all of the value before you start to discuss your offer. When you are able to fully satisfy your attendees with the value you have given them so far they will be much more inclined to stick around to see what you have to offer.

3. Remind Registrants Often

Here’s another harsh reality check for you – people are not going to plan their lives around your webinars. No matter how hard you try to persuade them to add your webinar event to their calendars most will not do this. Some registrants will sign up days in advance and forget all about your webinar when the day comes around.

So what is the solution to this? It’s really very simple – just send reminders via email. Timing is very important here. This is what we recommend you do:

Send an email reminder a few days to a week before so that the registrant does not make other plans because they forgot your webinar

Send an email reminder the day before the webinar event so that they can plan for the following day

Send at least one email reminder on the day of the webinar – if you are only going to send one then make this an hour before the webinar will start. There is nothing wrong with sending more reminders on the actual day. Just don’t overdo it

4. Scarcity

You need to make your webinar scarce to people. Frame it as a limited time opportunity that is really too good to miss. Tell the registrants that spaces are limited and that as it is a onetime event access is limited as well.

If people think that they are going to miss out on something good then they will try harder to make sure that they attend. Do not announce that you will provide a replay of the webinar even if you plan to do this. If you must mention it then say that it will take several days for this to be available.

Warm up your Audience

Don’t be tempted to dive straight into the content of your webinar. Take some time out to build the anticipation of the vent. You need to engage with your attendees here using interaction.

A technique that works well is to ask people where they are from. Get them to type this into the chat box and then read these out as you see them. It is a simple way to get people to participate. You could also ask them to tell you in the chat box what they want to get out of your webinar.

Ask the attendees some questions at the start that have simple answers. This will get them used to typing in the chat box and will warm them up to do this throughout the webinar. Another good tactic is to ask them to participate in a poll. Ask them something general such as the number of webinars they have attended this year and provide easy options.

Always make an Introduction

You will not know where all of your attendees have come from. Some of them will know you well (maybe from your email list) and others will not know you at all. So you need an introduction section so that everyone is at the same level.

Tell people who you are and some interesting facts about your life. Don’t go over the top here. Just provide relevant details which confirm that you know what you are talking about. You don’t want to bore your audience here.

Then provide an overview of the webinar and the benefits to the attendee (do not mention your offer at this point). Tell them that they will want to stick around because you have something exciting for them at the end (remember that special bonus?).

Excite your Audience

When you run webinars you need to think of yourself as an entertainer as well as a niche expert. We have already covered how important it is to choose the right subject for your webinar. You then need to turn this into an exciting title and refer to it throughout.

Some time may have passed between your registrant signing up and attending your webinar. It is likely that they have forgotten why they signed up so you need to remind them. Don’t give away your secrets too early or you run the risk of people leaving.

Don’t be Boring

This shouldn’t need saying but you must speak with an engaging tone to hold the attention of your webinar audience. If you provide a boring monotone delivery then your attendees will leave in droves. No matter how good you think you are at speaking there is always room for improvement. Here are 3 things you can do:

1. Rehearse your Webinar Presentation

Instead of trying to memorize your webinar presentation it is much better to rehearse it. If you are lazy then this will come across to your audience. With unrehearsed webinar presentations the speaker will often pause to think about what they are saying and even lose track of where they are. These things are very noticeable.

2. Use the right Inflection

Varying the way that you speak with inflection is a good way to engage your audience. All that this means is to place emphasis on specific words when you speak. Change to a slower speed when saying these words and pronounce them louder than the other words. Practice doing this with your webinar presentations.

3. Slow Down

Some people have a tendency to rush their webinar presentations. They are either nervous about speaking to a lot of people or they believe that their audience has a limited attention span. Rushing your speech can make it difficult for some people to understand. Take regular breaths and slow it down.

Use Simple Interactions with your Webinars

With webinars you have the opportunity to have a two-way conversation with your audience. You need this interaction to keep people engaged but you should also keep it simple. The webinar chat function is the answer to this.

Ask your audience questions and call out participants by their names if you want. They will reply to you using the chat function. What sort of questions should you ask? Here are some ideas:

Do you have this problem in your business?

Do you agree that this method is simple to apply?

Does this make sense to you so far?

You need to keep your questions related to the subject of the webinar. Each time you ask a question be sure to pause the presentation for a while and give your audience time to respond to you. Look at the answers and then use names to respond such as “that’s a good point Susan” or “you are absolutely right David”.

Let your audience know that there will be an opportunity for them to ask questions about the presentation and get answers from you at the end. We will cover how to manage these sessions in a later chapter.

Use a Proven Webinar Content Model

You do not want to confuse your audience by jumping around from one topic to another. This is a surefire way to lose them and drive them away. Instead you should use a copywriting based framework for your webinar content. We suggest that you use the PASTOR model:

Problem

At the start you need to identify the problem that you are going to solve

Amplify

This is where you make your audience really feel the pain of the problem. Go into a lot of detail about the problem here so that it resonates with your audience and they are motivated to pay attention to your solution

Solution

This is the step where you explain your solution to the problem. Tell the story of how you arrived at this solution and how well it worked

Testimonials

Now you need to provide social proof that your solution works. Show testimonials of people that have used your solution and achieved good results

Offer

After you have provided the value in your presentation it is time to make your offer. Explain how your product or service will help them to implement the solution

Response

Ask your audience to take action right now to get the results that they want. Tell them exactly what they need to do

By using the PASTOR model your webinar will flow seamlessly from one section to the next. Your audience will see an engaging story unfold until it is time for them to take action.

Use Examples

One way that you can make a major impact with your webinars is to provide real examples that illustrate the concepts you are presenting. This will help your audience to understand how they can apply the concepts in their life or in their business.

Provide as many examples as you can. Your audience wants to apply the concepts in your webinar but sometimes they will not know how. Good examples will show them the way to do this.

Emphasize Pain and Benefit

Your audience is suffering from a pain in their life and they believe that your webinar will solve this for them. At the start of your webinar you need to emphasize this pain and tell them that yo...

Table of contents

• Introduction
• Why Use Webinars In Your Marketing Strategy?
• Deliver Value with Webinars
• Expert Status
• No Hard Sell
• A Large Global Audience
• Webinars have High Engagement Levels
• Generate Leads with Webinars
• Invite Guest Presenters and Leverage their Audience
• Faster Sales Process
• Attract Super Affiliates
• Planning For A High Converting Webinar
• What are your Webinar Goals?
• What Value will you provide?
• Create Presentation Slides
• Plan in Advance
• Choosing Your Webinar Subject
• Know your Niche
• What do people want?
• What Skills and Experience do you have?
• Enhancing your Skills
• Publish your Skills and Experience
• Know Your Audience
• Do your Research
• Facebook Audience Insights
• Ask your Audience
• Refine your Audience over time
• Ask other Experts in your Niche
• Essential Tips For Better Webinar Conversions
• Maximize your Attendance Rates
• 1. Increased the Perceived Value
• 2. Always make offers at the end of the Webinar
• 3. Remind Registrants Often
• 4. Scarcity
• Warm up your Audience
• Always make an Introduction
• Excite your Audience
• Don’t be Boring
• 1. Rehearse your Webinar Presentation
• 2. Use the right Inflection
• 3. Slow Down
• Use Simple Interactions with your Webinars
• Use a Proven Webinar Content Model
• Amplify
• Solution
• Testimonials
• Offer
• Response
• Use Examples
• Emphasize Pain and Benefit
• An Engaged Audience will Purchase
• 1. Use a Poll
• 2. Attract Attention with your Slides
• 3. Use your Attendees Names
• Close your Webinar the right way
• Follow Up After the Webinar
• Managing Question And Answer Sessions
• Determine the Number of Questions you will tackle
• The Benefits of getting Help
• Your Approach to Questions
• The Best way to Answer Questions
• The Best Ways To Promote Your Webinar
• Persuasive Landing Page
• Email Marketing
• Your Website or Blog
• Social Media
• Email Signatures and Forum Signatures
• Paid Advertising
• PPC Ads
• Social Media Ads
• Advertising on Niche Blogs
• Collaborations
• Webinar Listing Websites
• Choosing The Right Platform For Your Webinar
• What to look for with Webinar Platforms
• The Webinar Interface is Browser Based
• Interface is Intuitive
• Customizable Options
• Powerful Features
• A good Reputation and Track Record
• Reputable Webinar Platforms
• Best Practices For Webinar Mastery
• 1. Commit to Webinars in your Marketing Strategy
• 2. Plan your Webinars
• 3. Choose the Right Webinar Subjects
• 4. Know your Audience
• 5. Use Conversion Tactics
• 6. Manage Q & A Sessions
• 7. Promote your Webinar
• 8. Choose the Right Webinar Platform
• Conclusion