If you have been thriving in the digital market for the past few years, chances are, you might have heard of webinars, maybe even tried your hands on it. You might even have come across a handful of tips and tricks before going for it. Did it work? Did it not? Whether you are a novice or an old player in the game of online business when it comes to webinars, your marketing strategies and convincing skills need to resonate with your listeners’ minds to get successful conversions.
I have read various articles and watched several videos that explain how to keep listeners engaged to the end of webinars and get maximum sales. In this article, I have summarized some of the very crucial dos and don’ts that explain how to sell anything using a strategic webinar. But before digging deeper, let’s get to the basics.
What Is A Webinar?
A webinar is short for web-based seminars. It refers to a presentation, seminar, or workshop held on any video conferencing software. One can participate in a webinar anytime they want, at any place, even in the comfort of their bedrooms. The host can share audio files, videos, pdf, etc. directly to their attendees.
Why Do Webinars Work?
First things first, let’s understand why to go for hosting a web-based conference. Creating webinars is, indeed, a tedious task but gets the best results at the end. Always remember that people buy from people. The impact that you can create on your audiences’ minds by having a face-to-face conversation is tremendous. It develops a better human, emotional, and personal connection, thus building a deeper level of trust between your brand and the buyer.
Getting Successful Conversions With Webinars
When created and marketed correctly, webinars possess the potential to convert an enormous amount of leads. I have jotted down what to do and what to avoid when hosting a webinar for your business.
Do This and Get the Best Results
We all know what crucial role communication plays in hosting a webinar (duh!). Following are the points that you need to keep in your mind as well:
1. Be Crystal Clear
When you tell your audience directly about your approach instead of confusing them, you instantly stand out of all the other marketers who beat around the bush. Always make sure you make everything very clear – your topic, the benefits of your webinar, what offers will they get at the end, etc.
2. The Power Of Three
Always offer more than one version/package of your services – most preferably three – basic, premium, VIP. The idea behind it is that when people have three options to choose from, there is a higher probability of them opting for the middle one. So you can keep the preferred package as the medium one and create two more packages around it that make the preferred one look more appealing (clever!).
3. Social Media Is The Key
Never forget to promote your webinars on your social media platforms. This way, you get more exposure among the audience from around the world who might be randomly scrolling through their feeds. Various social media automation tools in the market make this process hassle-free like Socinator, Talkwalker, MavSocial, Hootsuite, etc.
Avoid These Elements or You Will Fail
As much as you need to know what works, you also need to understand what doesn’t. Here are some of the main points that you need to consider:
1. Not Having A Goal
Delivering great content to a wide range of audiences without any further plans regarding the number of conversions you want is like a shot in the dark that you desperately don’t want to miss. Always aim and work for your target instead of investing your energy into something less of its worth.
2. A Simple Registration Page
Sending your audience to the registration page is simple, but converting them into customers is not. When created appealing enough, your registration page can change the minds of the folks and make them think twice before leaving your site. On the other hand, a very lousy, general registration page will compel the visitors to rethink if they are ready for registering for your services.
3. No Follow-Ups
This point scares the majority of marketers – creating a pitch for the customers to push them down the funnel without losing their interest in your brand. Always think of it this way – feel like you earn the right to tell your audience the next step since they have already taken an interest in your services.
How To Put It All Together?
Read the points mentioned below to know how to sell anything with webinars. Structure them as stated below and get a successful outcome every time:
1. Make The Topic Irresistible
Your webinar title is the first thing that is going to decide if, or if not, your listeners will develop an interest in whatever you continue with further. Craft it in a way that it sounds promising, yet not very over the top to believe. Your audience should feel like they are going to miss a lot if they don’t attend this one particular webinar.
Provide something useful or urgent that they are going home with after they finish listening to you. Never miss the point that you are going to talk because once you start speaking, your listeners will expect you to fit into the frame of mind that you created initially with your title.
2. Skip Your Introduction
As ironic as it may sound, skipping the whole introduction part actually gets you more attention than you can imagine! Audiences aren’t present at your webinar to chat with you. They simply want to know what services you can offer to them. Other than 40-50 seconds of a quick intro, NEVER, I say, never add unnecessary details into who you are.
Get to the point, but don’t be too direct. Make your shift seamless, don’t make anything abrupt, but make sure that you get started with the topic ASAP, or else your audience will leave (quite literally).
3. Always Promise Something New
Think about the time when you last learned something new or valuable from a seminar. I bet it was long ago because it’s really very rare. Be the rare panda in the sleuth of marketing bears. Offer them something new that other service providers haven’t talked about yet.
Never tell your audience if your webinar is going to be exciting, empowering, or anything that you feel. Let them decide based on what you deliver. Begin the insights of your webinar with phrases like, “what I’m going to share is probably going to be something you have never heard of, trust me.”
4. Effective and Clear Delivery
Seldom do marketers deliver what they promise, not even in a seminar they host! Don’t fall into this category. When you deliver as promised at the beginning of your sessions, your customers develop more trust in you. When given more insights on what’s next, they swiftly get ready to listen to your next sessions with the expectation to know more from you.
Drive your prospects, and encourage them to ask more questions, raise queries, and discuss everything with you in detail. Take brief pauses between your sessions and give time to your listeners to discuss. This way, they are definitely more likely to agree with you since they get the time to think.
5. Call to Action for Your Listeners
The main aim of your webinar should be to clear the minor ifs and buts and to leave your prospects hungry for a faster and better solution for everything that you have been speaking. This solution will be your products or services.
The idea behind this approach is that your content leads the customers to view your products as the ultimate solution for everything that you were speaking in the entire webinar session. So they see buying your product as a logical next step at the end of your session. Keep in regular touch with your prospects using emails, social media, SMS, etc. and make sure you are present right there when they are thinking of buying your services.
Get Ready To Make A Webinar
Here we are, at the end of our post. Webinars, a very new and exciting approach taking up the digital market, and now you know how to sell anything using them. It’s high time that you should implement all the mentioned points in your next webinar and be ready for a surprising success!
Best of luck! Did I miss any point? Do you have any questions in your mind? Don’t hesitate to ask me anything. I’d love to hear from you.
Renowned performance marketer, user acquisition expert, and a product fanatic from Bangalore. He is a prominent speaker in masterminds and events in the performance marketing space. Sumit is the Founder of Socioboard, which owns products like PowerAdSpy, Socinator, Gramboard, DominatorHouse, and mobile apps in the social media automation space which have millions of users.