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The Ultimate Webinar Blueprint For More Attendees & Sales

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Webinars can be a great way to connect with potential customers and build your business.

Today we’re going to outline a detailed guide so you can get the best out of your next webinars.

You’ll learn the following;

A) Choosing which webinar software is right for you

B) How to prepare for your webinar

C) How to create and structure your webinar content

D) How to promote your webinar for more attendees and sales

To help you with your webinar success, we’ve created The Ultimate Webinar Cheat Sheet And Checklist that you can grab by clicking the button below.

Click Here to Download >>

So lets get cracking!

A) Choosing your webinar software

If you haven’t already dived into the deep end you’re like many people asking the same question. Which webinar software is best? I won’t spend a lot of time on this part of the blog post as there have been countless reviews of software. However, I will highlight the three most popular and the ones I think are worth buying. There’s no easy way to answer the question of which software is best because it will depend on how you will be using your webinars. Here’s a short questionaire to get you started;

  • How many people will you have on your webinar?
  • Do you have a CRM system that you want to integrate with your webinar?
  • What budget is available to you for this software purchase?

Those are the three determining factors that are worth considering before taking the plunge. Next is to have a look at a few solutions. If you’ve been jumping on webinars for a few years, chances are you’ve come across the first software solution – GoToWebinar.

GoToWebinar

This was the benchmark for a number of years. It’s tried, tested and simply works. Out of all the Webinar software available, it’s one of the most robust and glitch free products available. But that does come with a price. The software itself is now clunky and horrible to use. It requires anyone attending your webinar to download software onto their computer which is also a bit old-school these days. The big hurdle though, the price tag.

Here’s where GoToMeeting is currently priced. GoToMeeting_Pricing

Most webinars that I have been on have more than 100 users but less than 500.

As a small business owner just starting out, the smaller packages may be OK initially. But even for 100 participants, that’s still $1200 a year.

Webinar Jam Studio

Webinar Jam is a really popular alternative to GoToMeeting as it has a significantly lower price point and has a lot of new features that GTW simply doesn’t. Essentially, it’s a skin that sits on top of Google Hangouts – allowing you to run a webinar with all the bells and whistles you’d expect and more.

Because it’s on Google Hangouts, there’s also no limit to the number of people you have on your webinar. This comes at a much more affordable price between $400-$500 a year. Yes that’s right, the fee is payable each year. Webinarjam_interface But if there’s one thing going for WebinarJam Studio more than most is that it is currently being used by a lot of the big names in the online space like Brendon Burchart, Frank Kern, Russell Brunson, Ed Dale and more.

Everyone who uses this software loves it, which is really good news.

Webinar Ignition

If you’re looking for an entry point product that is reliable, functional and works really well at a single once off purchase price then you cannot go past Webinar Ignition. This has been designed to be easily integrated with WordPress and is very quick and easy to set up and install.

I’ve personally hosted webinars using WebinarIgnition and had a great experience. The big advantage for a small business is the price tag. This is a one time fee – which is amazing.

WebinarIgnition_pricing For only $97 you can start running webinars on your WordPress website within a couple of hours.

This also runs off Google Hangouts and again, means you can have unlimited numbers of attendees.

There are other solutions available, but these 3 are used by most of the online marketers I know. So which do I recommend?

It comes down to those first three questions I asked previously.

How many people do you expect to have on your webinars, does it integrate well with your software and what budget do you have?

There’s no right answer.

They will all result in you getting online and running successful webinars. The choice is simply up to you.

If you’re just starting out, Webinar Ignition is a perfect choice. If you want something a little more robust, Webinar Jam Studio is also good. If you have plenty of money and want the industry benchmark standard, then go for GoToWebinar.

B) How to prepare for your webinar

Right now we’re going to dive deeper into the webinar strategy.

The set up and format of the webinar and how you can prepare.

Step 1: Outline your objectives

First of all, why are you wanting to hold a webinar? If you’re like most people, it’s to leverage your ability to make sales to multiple people from one sales meeting. If that’s the case, your objective is to sell a product/service.

You might not care about sales in this particular webinar in which case your objective might be to work towards building authority and giving something of value. This is a good way to use the laws of reciprocity so you can draw on your generosity later in a future webinar where you will be selling.

You may also aim to build a relationship with a new audience.

Whatever the case, outline your objective and be specific. Write down the target:

  • # of sales
  • # of new leads
  • # of registrations

EG: This webinar will be to sell my new course for a discounted price of $99 and the target is 15 sales and 50 new email registrations.

Step 2: Define the road map

Just like a road map shows the way to get from point A to point B, your webinar will do the same.

Right now is a good time to consider what is going on at point A and what will happen when people get to point B.

Here’s how; Your prospects are currently at point A. Point A is lonely. It’s tough. It’s isolating. It’s miserable. It’s unattractive. Right now, your prospects aren’t happy that they are at point A.

They want to get away from it and get to point B.

Consider where that prospect currently is.

This is going to become the theme of your webinar and also used in your advertising campaigns to attract attendees. So write down what they’re thinking about. What is hurting them right now. Why are they unhappy?

EG: Your prospects sales system stinks.

They know that the sales team are struggling because the system they have in place is outdated, hard to use and customers fall through the cracks.

Losing sales isn’t good. It’s costing the company and the longer they put off changing systems the more money they’re going to lose. Yuk.

Who wants to be at point A?

What is at point B?

Point B is where everyone is happy.

Life is good at point B. Everyone sleeps better at point B. This is ultimate what your solution is going to provide.

EG: Your CRM software is beautifully easy to use. It integrates with all major 3rd party software so no contact is ever lost. Automated rules mean that prospective customers are never lost and there’s a great tracking tool for sales reps to see their potential earnings. It also has an overview dashboard for the sales manager to see how each sales rep is working.

Booyah!

Your solution is going to fix all their problems.

Lets get them to point B shall we.

So how do we get customers from point A to point B?

Now that you know that point A stinks (and the reasons why), you’re going to build the bridge to point B.

Bridging the gap is the whole purpose of your webinar. 

The simple structure would be something like this;

Point A: Here we are, stranded and looking for a way to point B. We’re defining the problem and confirming that is also our prospects problem.

The Bridge: There are a lot of ways to get to point B.

You could go by car, bus, plane, walk, swim.

Right now your objective is to prove that your solution to get to point B is the ideal solution.

This is also known as handling objections. In the example used above, there are lots of CRM systems. Your CRM is positioned nicely on price, ease of use and is more integrated than any other platform.

So we now have multiple angles we could choose for this webinar. The trick is to choose 3 only. Lets not overwhelm customers. Instead, lets keep it simple and really pack the biggest punch on the three we choose.

EG: We choose these three;

  • Beautiful software that is easy to use
  • High level dashboard for easy sales management
  • Automation to stop potential sales slipping through the cracks

Step 3: Get the technical side ready

This portion is going to get a little techy, so skip this and download our checklist if you prefer.

FIVE WEEKS IN ADVANCE:

Now is the right time to craft your registration page. What you will need;

  • Title (with a great hook)
  • Description
  • Registration form
  • Date/Time
  • Presenter images
  • Video preview (optional – can be very effective)
  • Links to resources / sales offer

THREE WEEKS IN ADVANCE:

It’s time to get cracking and finalise the webinar content (refer to section C below) and start promoting.

The webinar content will take a few hours to get together. Give yourself some time to be away from any distractions as it will help the webinar flow and stay on point. Getting distracted can disrupt your thinking and may result in you jumping all over the place when you deliver the webinar.

Promote your webinar to your email list and on all of your social media channels. If you really want to boost attendence, turn on paid advertising (more on that in section D)

TWO WEEKS IN ADVANCE: 

Seven days is a good length of time to split test ads. If one ad headline is clearly out-performing the other, then you’ve just created a great opportunity to enhance your next email. Go ahead and re-write your headline accordingly. Then send your second email to your list and use the new headline in another set of social promotions.

THE WEEK BEFORE:

The webinar content will be completed by now so it’s a good time to do a dry run. Find a quiet space and go through your webinar and time it. A good time is 30-40 minutes. This allows 10-20 minutes for questions.

If the webinar goes longer than an hour you might want to ask yourself why? Can you trim out some fluff? Keep it tight and on point. Your audience will thank you for it.

THE DAY OF THE WEBINAR:

Check everything is working. Internet connection, microphone, slides, software. If your software allows, have someone log in early and ask questions to ensure the chat function is working.

There is nothing worse than making an audience sit and wait while you mess around with your equipment. This is the great way to lose attendees before you even get started. Remember to turn on recording if your software doesn’t automatically do that for you.

Do a final social media share 15 minutes before the event.

POST WEBINAR:

Set up the replay if you’re going to offer it.

If you’d like to you can share your presentation as a slide deck on SlideShare.

Record your actual numbers so you can measure the webinars performance on sales, new leads, registrations etc…

Send a final email to attendees if you have a timed sales promotion so they can buy before the promotion ends.

C) Creating your webinar content

Formatting the webinar is vital to your success.

You’ve clearly outlined your objectives and created a rough roadmap, now you’re going to bring everything together.

The outline below is a blueprint that is commonly used by webinar specialists. There will be a few who deviate, but generally speaking this is the tried and true format for running a successful webinar.

Slide 1: Grab attention & create the atmosphere

It is vital that you get your audience hooked and comfortable in the next 3-5 minutes. Remember, people are attending a live event where ANYTHING can happen. That plays to your favour. They are cheering for you to run a successful webinar, you just can’t hear it. So relax. Be yourself. It’s ok to make mistakes or fumble a little at the start. Make light of it and move on.

Grab their attention with a surprising statistic or fact or quote or something else. In our example of a CRM Solution we might say:

  • Such and Such said his third business failed solely because his sales software broke.
  • 90% of CEO’s believe they could do better if they found the right sales solution.
  • Felicity from XYZ said her sales increased by 85% in twelve months after implementing this solution.

You’ve got their attention.

Slide 2: Introduce the problems and craft your promise of a solution

You’ve already prepared the challenges and promises in when you defined your roadmap. Now we’re going to introduce them without revealing everything. Do this for all three topics you’ll be sharing in your webinar.

Here’s an example;

  • Problem: Sales teams continually complain about antiquated software that is cumbersome and difficult to use.
  • Promise: In this webinar I’ll unveil the most beautiful and simple solution you’ve ever seen.

And again;

  • Problem: Sales managers complain a lack of accountability with the sales team.
  • Promise: In this webinar I’m going to show you why Barry from XYZ said “I can now properly manage my sales staff – thanks to you”

Each of these triggers the challenge and crafts a promise that you will solve their problem later. This is key to keeping the audience through the presentation as they now want your solution.

Slide 3: Lock in the audience with an end of webinar offer

Most webinars run with the sales strategy in mind.

If you’re going to make an offer towards the end of the webinar, now is a good time to reveal that something good is waiting for those who hang around. This will keep attendance up plus allow you to pitch your sale after you have already addressed potential objections.

The offer could be a bonus for attending the webinar. Something like a cheat sheet or a flow chart PDF download.

Slide 4: Build authority

Who are you? Chances are, people don’t know.

They’re here and they are willing to find out though and now is your chance.

Creating empathy with your attendees will go a long way. Share your pain before you discovered/created your software solution. Sharing a story is the best way for your audience to identify themselves with you and your experience. If you’ve had success, share it. Let people know why they can trust you because you have proven experience and success because of it.

This will help you in pitching your sale at the end of the webinar and reinforce your expertise as you share the solutions through your webinar.

Here’s a tip though: Everyone likes to talk about themselves, but don’t go on forever. I’ve attended webinars where hosts spent 30 minutes saying how great they were. BORING.

On the flip side, don’t skim over this point. Your goal is to build your authority so take the time to do just that, but don’t over do it.

As a side note, you could also provide a link to your about page or Linkedin profile so they can visit those pages to build a more complete profile of you later.

Slide 5: Solution #1

Now is your time to get into the heart of your webinar – the solutions. This can be broken down into small subparts as each solution deserves a bit of embellishment.

  • Explain why this solution is important
  • Present your content
  • Reveal the benefits of this solution (in comparison to the problems you’re solving)
  • Make it easy to reference by including a relevant story

Slide 6: Q & A

Most webinars have a Q&A at the end of the webinar but now would be a good time to consider it. You’ve already shared 50% of the webinar content and now is a great time to respond to any relevant questions.

Also remember to mention the closing Q & A session at the end of the webinar as you still have a lot more to share. This will keep interested prospects all the way through your sales pitch.

Slides 7 & 8: Solution #2 & 3

  • Explain why this solution is important
  • Present your content
  • Reveal the benefits of this solution (in comparison to the problems you’re solving)
  • Make it easy to reference by including a relevant story

Slide 9: Reveal your offer

In slide 3 you mentioned you had a special offer. Now is the time you want to reveal that offer. The bulk of your content is done and you don’t want to miss the opportunity to close with sales.

Slide 10: Sales Pitch

Now that you’ve completed the webinar and given your special offer as a bonus for the people who hung around, you can pitch your product.

The most successful sales webinars will have a time sensitive offer for webinar attendees. This creates some urgency for the purchase. Lets face it, if you did this well and people are still here at this point, they’re probably ready to go to the next step.

Slide 11: Final Q & A

Wrap up the webinar with your final Q & A session.

D) How to promote your webinar

Promoting your webinar is probably the most vital component of this whole exercise and it falls into lucky last position.

We recommend you use a mix of free and paid promotions and key stages.

FREE PROMOTIONS

Email and social media broadcasts are a great way to get the word out there to your audience. Keep in mind that if you only use free promotions you are significantly limiting your reach to those who already know you.

PAID PROMOTIONS

Facebook is a great place to do paid promotions, if you do it properly. There’s a few formulas that work – and to help explain them we’ll start with the infographic below.

Paid Webinar Promotion

There are five URL’s (website addresses) that are very important for webinars. These are;

  • (A) Webinar registration page
  • (B) Live webinar page
  • (C) Webinar replay page
  • (D) Sales page
  • (E) Sales confirmation page

If you’re running Facebook ads, write down the above URL’s and tag them as A, B, C, D, E.

This will help you understand the formulas below.

LEAD GENERATION

Your first campaign is specifically to target new leads and to have them register for the event.

 

Campaign #1: Lead Generation Advertising –> (A) This campaign is simple. We’re sending people to url (A).

This can be turned on 3 weeks in advance of the webinar.

REMARKETING

Campaign #2: Replay Advertising –> (A) – (B)

This campaign is remarketing to anyone who visited the registration page but didn’t attend the live webinar. We’re sending people to url (C).

Now you could be asking, why would I do that, I’m already emailing people who registered to let them know about the replay?

The reason you are is because anyone who visited your registration page but didn’t register isn’t on your email list. Now, this might be a very small number. However, you may also find that there are several hundred people that didn’t sign up because the webinar time didn’t suit them but the replay might. Especially if you allow the replay to be live for a full 24 hours before you remove it.

Think about this. Is it important to attend a live webinar or is it more important to watch the webinar and convert to a sale?

This campaign will assist in generating sales you may not have got without Facebook remarketing.

Campaign #3: Sales squeeze –> (B) + (C) – (D)

This campaign is all about promoting your sales page to the people that attended the webinar or the replay but didn’t visit the sales page. We’re sending people to url (D).

If you followed the content guide shown above, then you positioned your sales pitch towards the end of the webinar.

For whatever reason, some people may not have made it that far. Perhaps they lost interest? Maybe something came up and they had to go? It could be that they are in a different time zone and it got too late to continue.

Whatever the case, the rule above will show your ad to anyone who watched the webinar for any length of time but didn’t visit the sales page.

This gives you a window of opportunity to advertise to them for a limited time so they can take up your offer.

Campaign #4: Non-buyers –> (D) – (E) This campaign is shown specifically to anyone who visited your sales page, but didn’t buy. We’re sending people to url (D).

Think about that for a minute.

They’ve seen your webinar material and they were interested enough to visit your sales page. However, for some reason they didn’t make a purchase. Again, this could simply have been timing. It might be that they wanted time to consider the offer. Perhaps their purse was in another room and they forgot to buy when they first saw the page. They may also be brand new to who you are and what you do. There are countless reasons.

What we do know is remarketing can help keep you top of mind and give them touch points which gives them confidence to buy.

Whatever the case, if this is your ultimate conversion goal, remarket to them!

To help you with your webinar success, we’ve created The Ultimate Webinar Cheat Sheet And Checklist that you can grab here.

Click Here to Download >>

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