No Fluffy Webinars: Strategies for Webinar Success in 2018
In this post, I'm sharing some essentials for success with webinars. If you're new to course creation, here's some more articles that cover the basics:
One of the most popular ways of promoting online courses and other digital products is to launch them using live or recorded webinars. Webinars have been a popular tactic for a few years now though, and many people ask me if I think that they can still work in 2018. For me the answer is a resounding yes.
Showing up live for your audience and proving that you're really good at what you do and that you have great information to offer is never going two lack value.
All that said today's consumers are pretty savvy when it comes to webinars, especially in the business-to-business market. Most people who sign up for webinars know that they're going to end up in a sales funnel for one of your other products. This is not necessarily a bad thing, but I think it's important to make sure that you're creating webinars that can stand alone as high-quality products, not just as sales tools.
Here are some of my favorite tips for creating webinars that will convert well for you in 2018 and Beyond.
1. Create Real Value
Don't be afraid to provide some of your best stuff on your free webinar. I always encourage my clients to approach webinars with a teaching mindset. Showing that you’re a great teacher is perhaps the most effective sales technique to include in your webinar strategy.
To show up to your webinars in the spirit of teaching means making sure that you provide one super high-quality valuable lesson that gives people who sign up for your webinar a quick win in your field of expertise. Don't just provide a preview of the content that's available in your paid course; give them something real that they can apply right away regardless of whether or not they sign up for your program.
2. Be Clear and Concise
Presenting your content in a clear and concise style is highly important for webinar success. Don't spend the first 20 minutes of a 45-minute webinar talking about your experience and just introducing your content. While a catchy introduction is important, you also want to make sure that you get into valuable content quickly. If you don't capture people's attention right away you risk losing their eyeballs and not even getting them to your pitch at the end of your webinar.
Another Point here is that there should not be any pressure to make your webinar super long. I think that the days of people expecting webinars to go on for an hour or two are pretty much over. Video content is everywhere these days and attention spans are generally getting shorter, so you're typically better off providing a short introduction, followed by a brief but engaging lesson, and then moving on to a clear, concise, and purposeful sales pitch.
3. Don’t Give in to Content Overwhelm
On that note, it's also important not to give into content overwhelm. You want to provide real value in your webinar, but you don't need to worry about jamming it full of lots of tips and strategies. Something like the Top 10 Ways to Improve Your Instagram or 20 Strategies for Getting Exercise Into Your Day Risks being super overwhelming for the webinar format. Again, it's better to focus on one thing, or a simple process, and do a great job covering it. This shows that you're a great teacher with valuable content and will encourage people to sign up for your premium program.
4. Show Them Who You Are
Establishing your credibility as an expert is valuable. I am definitely not saying that you should not tell your audience who you are or cut out the introduction altogether. That said, we've all been on webinars where 25-minutes into the program the host is still talking about their stats, their experience, their awards, and their expertise. The truth is that this can get a little dull and it's not the best way to sell your content. When you sell someone a course, what you're really selling them is THEIR ability to succeed. Your introduction should establish an emotional connection and include a brief story that illustrates the possibility of success with your course. While part of this definitely should be testimonials, stats, and other information related to your business, this should not be the focus of your webinar.
It's very important to establish rapport with your audience. You can do this by spending the webinar being yourself rather than simply talking about yourself.
Another great way to establish rapport is to be on camera, at least for the beginning and the end of your webinar. Don't hide behind a slide deck. Let them see your face and feel like they can get to know you.
5. Include a Clear and Exciting Call to Action
Finally, you want to make sure that you're including a clear and exciting call to action in your webinar. Your call to action should be one simple step that you're asking potential learners to take. Don't clutter your webinar by pitching multiple products or giving participants tons of options for their next step. Doing so can lead to confusion and potential missed sales.
Have you made webinars part of your business? How have they worked for you?
I’m an instructional designer providing eCourse solutions for creative entrepreneurs. My focus is on helping you learn how to talk to your audience and validate your programs to take the uncertainty out of launching.
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