Of course, you do not want your efforts to be in vain. You do not want your webinar to go unnoticed or disappoint your subscribers.
You want your online event to gather as many leads as possible and result in a high rate of conversions. You want to gain awareness and sales, positive feedback and recognition – all those nice perks that come with delivering value to your consumers.
How do you pull it off? Let’s explore together.
Secret #1: Be a Participant
Many webinar creators fall into a trap of assuming that their interests, needs and desires are the same as their audience’s.
This is not only a false, but also a costly assumption. You do not want to spend hours creating a webinar only to encounter dead silence on the other end.
Before you do anything (and we mean anything), you need to put yourself into audience’s shoes. Not literally, but rather through analytics, polls, surveys, competitor studies, etc.
Only once you get a clear picture of your potential viewers, you can proceed to choosing the topic, crafting a landing page, and all that good stuff.
Secret #2: Split Test Now
Analytics should be your dear friend from start to finish and beyond. Do not treat it as an afterthought that you will (maybe) do after the webinar airs.
Create different registration/landing pages and see how well they perform. Monitor your ads and spot where the majority of traffic comes from to register. Know what ads perform better and try to understand why.
If you’ve got multiple webinars, split test them as well.
If you don’t pay attention to the analytics, it’s the blind leading the blind. You as a creator are better than that. You can collect data and think deeply about it to make better decisions right now.
Secret #3: Do Good Examples
Do not just pick random examples from the first page of Google. Do your research, talk to the people in the industry, think of examples from your own experience. It would be ideal if you could invite some of the experts to share their experience with you.
People are sick and tired of unscrupulous creators trying to make money off the publicly available information.
If you are going to make the viewers pay to be in your event, you need to deliver something unique – otherwise, you risk not only losing many potential clients, but also damaging your reputation indefinitely.
Secret #4: More Value, Less Sales
Speaking about quality content – put an emphasis on delivering value to your viewers, not on perfecting your sales spiel.
Nobody wants to sit through an hour-long promotion. Even your company’s most avid fans will ultimately leave, maybe even forever.
You can always make a sales pitch – in your email, blog, in another webinar. It is much harder to regain the trust of viewers whose time you’ve stolen.
Secret #5: Be Supportive
Not everyone is a confident go-getter with unshakable determination. A lot of people suffer from impostor syndrome, are generally cautious, or have some other psychological impediment that would prevent them from jumping at your proposition.
Therefore, you cannot rely solely on logic in your presentation. Appeal to people’s emotions. Encourage them to envision how your product/service can change their lives.
Assure them that it’s okay to feel scared, confused, embarrassed – after all, you’ve been there too. In fact, everyone’s been in that boat, but those who are brave enough to get out of their comfort zone are the ones who made it.
However, while it’s important to be your audience’s friend, you should a) not be manipulative; b) keep a healthy distance.
You want the right customers – and those cannot be people who were tricked into making a spontaneous emotional decision without much consideration.
You also want to still maintain an aura of authority. While it’s good to be nice and approachable, do not erase those professional boundaries.
Secret #6: Send Recordings
Did you know that 84% of B2B consumers choose replays over live webinars?
Some of your participants just assume that they can watch a recording after the event goes live. You do not want to disappoint them – especially if they had to pay for the webinar.
In any case, that recording is one of your most important post-webinar conversion tools. Do not disregard it. Use it to get even more leads and sales.
You may want to set a time limit for watching the recording – 24 hours to make it seem really urgent. Otherwise, you may just post an edited version of your webinar on your website as a permanent lead magnet.
Secret #7: Sharing Is Caring
Share a time-limited discount with your webinar participants – this will be seen not only as a gesture of goodwill, but will also help you to get more sales overall.
Send follow-up emails filled with unexpected gifts: books, case studies, white papers – whatever is relevant to the webinar content. If you’ve got nothing of that sort, share your presentation and the event’s transcript.
This sends a message to your viewers that you are really passionate about the topic and their success, aka you don’t do it just for money or popularity. This should inspire them to accept your proposition.
Secret #8: Promote Like There Is No Tomorrow
Promote at least two months in advance, 2-5 times a week, on all relevant channels simultaneously.
Do not just buy one Facebook ad and call it a day. Be more thorough in your approach:
- do different types of ads (registration, engagement, sales)
- ask for people’s feedback in exchange for perks such as your podcast, e-book, etc.
- optimize your ads, landing page, blog to fit the Google ranking standards
Promotion is key to your webinar success. This may sound banal, but without it you might as well just deliver a monologue to your mirror doppelganger. Nailing down the promotion is literally half the battle.
Secret #9: Engage Viewers in Discussion
And not just during a Q&A. Do not just mumble over the script – it will not work. Ask your audience questions in the beginning, in the middle, and at the end of a webinar.
Do not just rely on a Q&A to keep your audience engaged. Remember – a webinar is 60 minutes long. Even the best of us have shorter attention spans.
However, it is important that you understand exactly how your webinar software works. Otherwise, you may risk losing control over the situation and turning your webinar into a confusing mess.
Secret #10: Leave Them Craving for More
Many beginner creators make a mistake of laying out all the cards during their first event. As a result, their viewers never want to hear from them again: after all, they got everything there was to get.
Do not make that rookie mistake. Every webinar should be just enough: just enough to keep your audience satisfied, but also leave them craving for more content from you.
That is a perfect time to follow-up with an additional offer. Perhaps, you offer one-on-one consultations for an additional fee. Maybe, you’ve got a paid podcast or book that just need more sales.
A webinar, although value-based, should be just a taste of what you’ve got to offer. If your viewers want more, they need to interact with you, subscribe for more content, or pay for additional services.
We tried to cover the webinar secrets we believe are optimal for creators of all kinds. However, it is true that there is no single formula for an ideal webinar.
Most of it is just trial and error, which is why you should do webinars regularly, monitor the results, and make smart decisions based on those observations. Trying and not giving up is the best secret weapon you can have at the ready.
MyOwnConference blog. Lifehacks, reviews, useful tips for preparing, holding and promoting webinars and web conferences.