Category Archives: Webinars

Quick Tips Video: How to Use Webinars to Grow Your Email List

As seen on: https://blog.aweber.com/email-marketing/quick-tips-video-how-to-use-webinars-to-grow-your-email-list.htm

Webinars have become a must-have marketing tactic for many business owners over the years. And it’s obvious why: they’re great for raising brand awareness and educating your audience in an interactive way.

But did you know that webinars can also help you grow your email list?

If  not, you’ll definitely want to check out the latest Quick Tips episode to see how you can get started:

Missed something in the video? Here’s the transcript:

Olivia (O): Hi, I’m Olivia.

Monica (M): And I’m Monica. Welcome to this week’s episode of AWeber Quick Tips.

O: If you have a product to show off or a service to promote, webinars are an effective way to get your audience engaged while building up your email list.

M: People love webinars because they make it easy to learn about your product and its benefits or the ease of your service through slides and screen sharing.

O: Webinars are also pretty timely &#82…

A Step-by-Step Guide to Creating a High Converting Webinar

I know that you understand the power of blogging and building an email list.

But the next step is often harder to grasp.

How do you turn those readers and subscribers into customers?

I’ve seen many online business owners work hard for several years to build a solid audience and not know how to profit from it.

And without any profit, how will you be able to keep producing free valuable content for your audience?

You can’t.

So, how do you convert those audience members into customers?

You can employ many effective tactics.

But there is one tactic with which I’ve had an incredible amount of success, and I know that many other businesses have as well.

That tactic is using webinars.

Webinars are essentially one- or two-hour live video streams, usually like mini-courses.

Anyone viewing the webinar can type in questions and comments throughout the presentation.

Webinars can be incredibly effective, on average converting around 20% of viewers into customers buying products. And these aren’t just cheap products—they are premium products.

Although I won’t go into the technical details of creating a webinar here (e.g., creating a slideshow, using webinar software), I’ll teach you a step-by-step procedure you can use to create webinars that convert.

Have you ever conducted a webinar? Well, why not download this step by step guide to do so.

Some businesses use only webinars in order to sell their products, and they do very well…I am talking about webinars just like this one I created. 

Why webinars might be the best form of content for any business

At their core, webinars are just another type of content.

However, webinars are a type of content that is optimized for selling. Why?

First, viewers typically place a higher value on webinars than other forms of free content, which means that they pay closer attention to what you’re showing them.

In addition, since the webinar is done live, they are forced to pay attention so they don’t miss anything.

Put those two things together, and you will have a captive audience when you deliver webinars the right way.

With webinars, you get to deliver your full message to your audience, whereas with blog posts, you never know how much of the content your website visitors read.

Finally, webinars allow you to connect with audience members in a real way. Other than creating a conference and trying to convince your audience to attend it, webinars are the best way to talk to hundreds, even thousands, of people at once.

And unlike with a blog post, you can actually answer the questions your audience has in real time during a webinar.

The conversion rate of webinars is insane: Say, you create a fantastic email sequence for a product you’re selling.

If you did a great job, you’ll get a conversion rate that is somewhere between 1-5%, depending on the price and a few other factors.

I would say that 5% is the low end of even a mediocre webinar.

Back at KISSmetrics, we used webinars a lot and had great results.

Our first 77 webinars had a total of 155,386 people who signed up to attend a webinar. Of those, about half (74,381) actually attended, and a solid 16,394 turned into high quality leads.

That’s a conversion rate of 22% (of the people attending).

A few other businesses have published results of their webinars.

Adobe claims a solid 19% conversion rate, while Buzzsumo says that 20% of webinar attendees turn into paid customers.

Depending on what you sell, a single lead can be worth upwards of $50. It doesn’t take much math to figure out how incredibly lucrative webinars can be (even with small audiences).

But a difference in conversion rate of just a few percent can be the difference between thousands of dollars in profit.

If you’re going to incorporate webinars into your content strategy, you want to make sure that you’re at the upper end of conversion rate (20%) rather than the low end (5%).

If you want to make a high converting webinar, follow these six steps.

Step #1: Learn how to warm up the crowd

Despite being a great sales tool, a good webinar isn’t a sales pitch at all.

A good webinar is a lot like a blog post. It actually provides value to the audience without asking for anything in return.

And just like with a blog post, you shouldn’t start off by digging right into the meat of your topic.

Instead, you want to build a bit of anticipation and excitement as well as take advantage of the opportunity to engage with your audience members.

The point of engaging here is two-fold: first, you start to loosen up, which will make your presentation better, and second, you get your audience into an engagement mode.

Since you’re interacting with them now, they are more likely to interact throughout the webinar.

There are a few different options at your disposal, and I recommend trying different combinations of them.

Option #1 – Have a quick chat: You should always arrive 10-15 minutes early to make sure that you don’t have any technical difficulties, which do happen from time to time.

Assuming everything goes smoothly, you will likely have a few minutes before you can start the webinar.

There are always a few people that come to the webinar early.

This is a great time to start talking with them about anything in the chat box.

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Simply getting to know them a bit and learning about why they’re at the webinar (and why they’re so eager to get started) will improve your conversion rate down the line.

At the same time, you might learn some interesting things about your audience.

Option #2 – Ask a few questions: It’s always good to ask questions during the webinar, but it’s especially good to do at the start.

Basically, when you get your viewers responding in the chat box, they get used to it. And that makes them more likely to respond to you and ask more questions in the future.

Ideally, you want to get them in this habit early.

That’s because once they realize they can actually talk to you, they are more likely to pay attention throughout the webinar so they can ask questions about something they didn’t understand.

Option #3 – Ask attendees to fill out poll or survey: Instead of asking questions and getting responses in the chat box, you can have your viewers fill out a poll or survey.

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These have to be prepared in advance, so it’s best to use them for questions that reveal something useful about your audience.

Here are a few sample questions you could use:

“How many webinars have you attended?” – So you know if you need to explain webinars at the beginning.
“How familiar are you with [your brand]?” – The less your audience knows you, the more important personal details and an introduction become.
“How important is [webinar topic] to you?” – Over time, you will see that your customers care more about certain topics than others. Do more webinars about those important topics.
“How much experience do you have with [topic]? – If your audience is more advanced than you thought, you don’t want to spend too much time on the basics. The opposite is also true.

Just about every leading webinar software (e.g., GoToWebinar) comes with built-in survey and polling tools. You can see the results as people answer your questions.

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Or start the webinar with an introduction: It’s a good practice to introduce yourself near the start of a webinar.

Yes, you’ll have some long-time readers in the audience, but you’ll also have some brand new readers watching. Introducing yourself will allow you to start building trust with your new viewers, which will lead to them becoming customers (if not today, in the future).

A good introduction should be fairly brief, but don’t be afraid to show some personality and put in a joke or two.

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Step #2: Without intrigue, you will fail

Webinars can provide a ton of value for your visitors.

But you are also asking for a lot.

They basically have to agree to spend 45 minutes (minimum) focused only on your presentation.

That’s a lot of time for many people.

You also need to consider that if at any point a viewer doesn’t like how the webinar is going, they can just click the “exit” button.

This is why your number one priority should be to keep them interested in your material.

There are a few things that go into this.

Without an intriguing topic, no one will show up: Interest starts with your topic. If you have a seemingly boring topic, no one will want to attend the webinar, no matter how good your actual presentation is.

The most important part of drawing attention is the title of the webinar. It functions exactly like a blog post headline.

Most of the same rules of writing a powerful headline apply here too.

You want to include specific results that your reader is looking for while not giving away the answer.

Here’s a bad headline:

Social media marketing efficiency

It’s boring, vague, and not provoking curiosity.

But how about:

How to plan your weekly social media marketing schedule in 60 minutes or less

That takes care of a specific problem (wasting time on social media) that a visitor might have. But it also makes the reader want to watch the webinar to find out the answer.

On top of the headline, you can also write a few high-impact bullet points on the landing page.

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Those bullet points should contain the most important benefits from your viewer’s perspective.

In addition to putting them on the landing page, it’s always a good idea to put them on one of your beginning slides:

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It’s easy for viewers to forget the specific reason why they signed up for the webinar, and this can jog their memory and get them to stick around.

Here’s one important aspect of picking a topic: The most intriguing topics for a webinar are the ones that act as mini-courses.

They take one specific important problem and solve it in those 45-120 minutes.

If you look at past KISSmetrics webinars, you’ll see that most of them involve the word “How”. Many headlines are “How to…” headlines.

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Not only are these topics the most intriguing, but they are also the easiest ones to create a great presentation around.

Your presentation becomes a walk-through of the solution.

How do you get people to stay on the webinar? After you get your audience to register and attend the webinar, you still need to keep them intrigued by your material.

While some attendees will be entranced by the presentation, you’ll always have a large chunk on the edge of leaving.

They’re either not sure if this topic is really important to them, or they already know a lot of the things you’re covering but just want to see what you say about a few key aspects.

There are two things you should do.

First, don’t reveal everything about your solution at the start of the webinar.

It’s fine to give some details, like “our solution is to use batching along with a social media calendar.” Just don’t give out too much, like how you’re going to accomplish it.

If you pick your topic right (a how-to topic), your valuable content will be automatically spread out through the steps you present, so you don’t need to worry about this much.

But if your webinar is something like “7 secrets of…”, start with a really good one, and then mention that your last one will be the best one.

Another option is to provide an incentive to viewers who watch the entire webinar.

The bonus might be:

a recording of the webinar
a related bonus e-book
a transcript of the webinar (or a PDF of it)
free coaching
or a special offer

For example, when guest presenters help out on KISSmetric webinars, they often include a related bonus book that a huge percentage of viewers will stick around to get:

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Step #3: Every part you teach needs to accomplish one thing

A webinar is all about giving value, but it’s about giving the right kind of value.

It should educate your audience about their problems as well as potential solutions to those problems. This is valuable to any viewer.

At the same time, one of the solutions you show them will likely be a product or service you sell.

Assuming it’s legitimately a great product that solves the problem or makes the solution as easy as possible, all you have to do is present the product honestly when the time comes.

Until that time, everything in your presentation should have two purposes.

Phase #1 – Make the pain worse or the benefit better: Viewers sign up for webinars for two main reasons.

Either they have a problem that is causing them or their business pain and they want to solve it, or you’ve made a great promise that they’d like to get.

Here’s some examples:

Pain: “I’m not getting any organic search traffic.”

Webinar: “7 steps to ranking #1 for long tail search terms”

Benefit: “I wouldn’t mind making more money even if I’m doing okay now”

Webinar: “6 ways you can make an extra $1,000 per month”

Whatever the reason, you need to mention it early on. Remind them why they are there and what they will get out of the webinar if they stay for the whole thing.

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When you do this, your viewers will pay closer attention to your presentation, and that’s when you jump into phase #2…

Phase #2 – Educate viewers about a solution: Don’t just educate them in general—educate them about specific solutions.

This will be the meat of your presentation, where you break down solutions, step by step:

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Most viewers don’t care about the technical stuff going on in the background. They just want solutions that they can apply.

Among the solutions, you can include your product.

Or you might pitch your services at the end, offering to solve this problem for them.

Step #4: A buying audience is an engaged one

I’ve mentioned a few times so far how important an engaged audience is.

Let me clarify what I mean by that. Engagement is a measure of how much focus your audience is giving your webinar.

If you have low engagement, it means that people aren’t paying attention, despite watching the webinar.

It could mean that they’re zoning out maybe because the presentation is boring, or it could mean they’re distracted by email or social media.

A small percentage will just keep the webinar on to see if you offer a free bonus at the end, but don’t worry about those viewers.

A highly engaged audience will watch everything, and a decent portion of those viewers will jump at the chance to interact with you.

The more involved viewers are with you, the more invested they will be in the solutions you’re presenting.

The people who are talking to you the most during the webinar are your best leads for sales.

It’s obvious that getting your audience engaged is a good thing.

Here are a few different ways you can encourage engagement.

Idea #1 – Launch a poll: Every once in awhile, it makes sense to see if viewers are actually understanding what you’re saying and getting value from it.

If you’d like to do it informally, just ask a question and get responses in the chat box.

But if you also want to know if you’re presenting effectively, a poll is a good idea because you’ll get concrete feedback.

It’s a good idea to launch a poll or quiz immediately following a particular section. Ask the viewers about the main takeaway, for example.

Not only will it give you good information, but it will also make your viewers solidify their learning.

Idea #2 – Don’t read from your slides: One way to bore your viewers quickly is to create slides with a ton of words on them and just read them out loud.

If you’re going to do that, why do they need you?

Instead, put a few words on a slide, which attract attention, but fill in the blanks yourself.

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Idea #3 – Mention viewers by name: This tactic is great at making your viewers feel more involved.

Instead of just being a screen name typing into a chat box, your viewers can feel like they are part of the webinar if you address them by their names along with saying something positive:

That’s a really good question, Neil! …

If you, as a viewer, get a personal compliment from an expert teaching a large audience, you’ll feel good about it. And chances are, you’re going to look for more opportunities to contribute and stand out from the passive viewers.

Idea #4 – Small webinars can be better than large ones: The default tactic is to try to get as many people to register for your webinar as possible. It’s not a bad one.

However, if you have a particularly complex product, you’ll need to be able to explain whether your product works for all specific situations that your viewers might have.

This is impossible if you have hundreds of viewers on the webinar.

But if you only had 25-50, you could cover quite a few scenarios and make a few big sales.

First, you should make it clear on the landing page that only 50-100 seats are open for the webinar (about half to two-thirds will show up).

Then, note the audience size right away at the start of the webinar. Say something like this:

I’ve kept the webinar really small on purpose; there are only 50 people here. I did that so I could talk with more of you one-on-one to find a solution that works for you. In order to do that, I need you to type in any questions or comments you might have along the way in the chat box.

Step #5: It’s closing time

If you’ve done everything up until this point right, making your pitch is actually really easy.

You’ve given away most of the value you promised, so at this point, it’s just a matter of giving away your bonuses (if you have any) and tying in your product or service with the solutions you just provided.

First, transition into your offer smoothly: The only way to really mess up at this point is to say, “Well, that’s all I have for you today. Now I want to show you a product to buy.”

As soon as you say something like that, the viewers will feel like they are being sold to, and no one likes that.

With a webinar, there’s an understanding that at the end you might make an offer, but it should flow naturally from the topic of the webinar.

The offer should have two qualities: it should be unique and valuable.

For example, if the webinar is about conversion optimization, I could offer a discount on Crazy Egg software.

First, that’s unique because they wouldn’t be able to get that discount anywhere else.

Secondly, it’s valuable because people who are learning about conversion optimization will need heatmap software, and Crazy Egg is among the best options.

It’s crucial that you tie your offer into how it will benefit the viewer in the context of the webinar topic.

Hold a Q&A session after the pitch: Before you even mention your product, tell the viewers that you will answer any questions they have in just a minute.

Although a large percentage of viewers will drop off here, the ones that stay are the ones that are really interested in your solutions.

By doing the Q&A after the pitch, you are forcing your viewers to at least listen to the pitch if they don’t want to miss the Q&A session.

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Plus, making the pitch before your Q&A will allow you to answer questions about both the webinar material and your offer.

Once you’re done with the questions, you can finish the webinar with one last mention of your offer.

Step #6: You’ll miss out on a large amount of sales if you don’t do this

If you’re selling a particularly expensive product, you can’t expect all your viewers to be ready to buy right away even if you give them a great offer that they are interested in.

Some people will want to think about it a bit more, while others will need to get an approval of a boss or their significant other.

That doesn’t mean that they won’t take you up on your offer; it just might not be the second you give it to them.

Additionally, depending on the time of your webinar, some attendees may just want to go to sleep or have to go somewhere.

Neither of these scenarios allow time to carefully consider a major purchase.

So, what should you do to maximize your conversion rate? Follow up with them within 24-48 hours.

Assuming you’re using software like GoToWebinar, you will have access to all of your registrants’ email addresses.

This is your chance to provide even more value (which will help get a high email open rate) while also getting your offer in front of viewers one last time.

Here’s what a good follow up might look like:

Subject: Recording of last night’s webinar on [topic]

Hi [name],

I know that we covered a lot in the webinar yesterday, and it’s easy to miss things. That’s why I’ve put up a recording of the webinar that you can stream or download. Here’s the URL:

[URL of the webinar]

If you still have any questions about what we covered, just reply to this email, and let me know what they are.

Additionally, you still have 48 hours to take advantage of the 20% discount.

This is a pretty special offer that doesn’t come around very often, and I feel you could really benefit from [product] in 3 ways:

(benefit #1)

(benefit #2)

(benefit #3)

If you want to take advantage of the offer or want more information, click here:

[URL of the landing page]

Best regards,

[your name]

No hard sell—just the last chance to get your offer in front of your viewers. If they are ready to become customers, they will do so now.

If not, don’t worry about it. If they enjoyed this webinar, they’ll likely sign up for a future one and might buy from you later.

That’s the beauty of webinars. They’re still part of your content marketing plan, and even if they don’t directly lead to a sale, they will help build your brand in the eyes of your attendees.

Finally, make your past webinars publicly available. This is something that KISSmetrics does.

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At this point, there are over 100 webinars that anyone can access if they provide some basic contact information.

In my time at KISSmetrics, the old webinars provided about 20% of our overall webinar leads, which is nothing to sneeze at.

Conclusion

Webinars might be the single best tactic to not only attract visitors but also convert those visitors into leads or customers.

They offer a unique opportunity to engage with your potential customers, which no other form of content can match.

They also have a high perceived value, which means that attendees typically focus on the webinar the entire time, assuming that it’s interesting.

When you’re creating your next webinar, whether it’s your first or hundredth, make sure that you follow all six steps of this post.

If you do, you will have a webinar that can convert viewers at about 20% as long as your offer is enticing.

If you have any questions about the six steps in this post, let me know below, and I’ll see if I can’t clear things up.


Grow Your Business with Webinar Marketing

Webinars are consistently amongst top online marketing tactics. By providing valuable information to carefully targeted audience, you attract prospects and build your email list with high-quality leads. Find out why webinars are so effective, discover the elements of a webinar cycle, and get a number of tried and tested tips for running a successful webinar.

Why you should incorporate webinars into your marketing strategy

The name webinar suggests it’s a web-based seminar, but actually it might be any kind of  online meeting that provides value to your customers. You can give presentations, demonstrate the features of your product, run an instructional session, or initiate a discussion on a certain topic.

Webinars are powerful marketing tools and if done well they could be a source of serious revenue for your business. With webinars you can:

Increase online visibility
Drive traffic to your website
Become an industry authority
Target specified audience
Develop a close bond with participants.

Why webinars are so effective when it comes to generating leads

There are a lot of factors making webinars an impactful marketing tactic. Take the following three as examples:

Webinars attract carefully targeted audience

The ultimate business outcome of a successful webinar is a long list of email addresses from participants who are genuinely interested in the subject – a lot of high-quality leads. Earn their trust and they will look forward to receiving more great content from your brand.

 

They allow access from anywhere in the world

People all over the world can sign up to your webinar. You can tailor content to specific market segments without worrying about geographical boundaries. A properly promoted webinar might help you reach new markets and grow your business.

 

They are free

Let’s face it, we all love free stuff – “If it’s free, it must be good” as my colleague says. Make your webinars entertaining and informative and they will become powerful lead magnets.

 

You need a landing page and a proper email cycle

If you want to maximize the impact of your webinars, you’ll need to incorporate at least two more elements into your strategy:

Email

Email and webinar are just meant to be together. People sign up for webinars using their email address and from this moment it becomes your strongest marketing asset allowing you to move subscribers down the sales funnel.

The average registrant-to-attendee conversion rate has been at 42%. Such a great result would not be possible unless you run email drip campaigns and incorporate effective social media promotion.

Amy_Webinar

Img. 1 A fragment of a webinar reminder email

 

Landing Page

A compelling landing page is the pillar of any webinar promotion strategy. Landing pages are carefully designed to reach a single goal. In case of webinars it’s conversion – making people sign up to your event. And nothing does the job better than a clutter-free website with a bold call to action.

 

A complete webinar cycle

As you well know, setting up a time and date is not enough to make your webinar a success. You need to get a few things done before, during, and after the event in order to make the most of it.

Let’s take a look at the stages of a webinar cycle: Plan -> Create -> Promote -> Run -> Follow-up

 

Plan

Think of business objectives and the needs of your audience. You are going to invest time and resources in your webinar so you want it to serve a purpose. Decide if it’s better to organize a single event or maybe you need a series of webinars explaining particular aspects of a broader subject. Is it going to be a single presenter event, interview, or a moderated panel discussion? Choose the best format to achieve your goals.

 

Create

Focus on your target audience – what do you want them to have understood? What call to action do you want them to follow? Start with designing the overall flow of your presentation. First choose the main points then slowly go to into more details. If possible, include interactive elements in your presentation. A quick question or a short survey can have a massive impact on participants’ engagement.

 

Promote

Create a dedicated landing page briefly describing the webinar and clearly explaining the benefits of participation. Create an automated email drip campaign starting with a nice welcome message giving some more details about the event. Include several reminder emails in the cycle in order to help the registered participants remember the big day. Create related content and make proper use of social media marketing to promote the event at least 2 weeks before.

 

Run

Schedule a dry run a few days before to check if your presentation is slick. Also don’t assume that everything will go fine during the live webinar – use the checklist below to test your equipment before you start.

checklist_webinars

Follow-up

First of all, ask the participants to rate the webinar. This is your chance to receive honest feedback on content and performance directly from your target audience. That’s a great way to get insight into your business strategy, so think hard and come up with powerful questions that will help you serve customers better.

Give participants something special to show that you appreciate their attendance. It might be a report, an e-book or a discount code … it depends on the goal of your webinar and the target audience.

 

5 Tips for developing a successful webinar marketing strategy

Design the webinar for the target audience. If you want to attract high-quality leads, do the research and make proper use of customer personas.
Develop clear promotion strategy. Carefully choose the tactics you’re going to use to spread the word about the event. Start the promotion at least a few weeks before using multiple communication channels. Remember to send last-minute reminders for all registrants.
Get the right tools. Make sure you have everything you need to offer your audience the best possible experience. Fast and stable Internet connection, professional quality microphone, and reliable webinar marketing platform – you need the right tools to succeed.
Reuse the webinar content. Use it as fuel for your content marketing: write a blog post summarizing the webinar, create an infographic with key takeaways, upload the slide deck to SlideShare, add it to your email cycle, etc.
Offer recording. Offer a webinar recording to all the people who sign up. This way you can reach those who could not watch it live. Delighted participants will probably want to watch it again or even share it with friends.

Have you been using webinars as part of your marketing strategy? What other tips would you offer? Share your ideas in the comments below.

Related postsWebinar Recording: Get Amazing Open Rates with Bond Halbert!5 Must Have Tools For Creating A Great WebinarEmail Follow Ups 101 – Webinar Recording

The post Grow Your Business with Webinar Marketing appeared first on GetResponse Blog – Email Marketing Tips.

17 Ways to Guarantee Nobody Misses Your Next Webinar or Webcast

Here at HubSpot, we know a thing or two about webinars. We’ve
set the Guinness World Record for largest online marketing seminar, hosted webinars with partners such as
Facebook,
LinkedIn and
Unbounce, and we’re able to host and promote in-house because of
the modern marketing team we’ve built.

No matter how great the content of your webinar is, though, it doesn’t mean much if there’s nobody there to hear it. So what do you do to ensure people actually, you know … show up?

Turns out, there’s at least 17 things you can do to get people aware of, excited about, and attending your next webinar. Here’s a guide to making your next webinar a rousing success.

Download our free webinar checklist here to make sure your next webinar or webcast is a success.
What Is a Webinar/Webcast?

A webinar (also known as a webcast) is a live, online seminar or workshop that’s delivered over the internet. A host — that’s you — organizes the event and invites attendees. The beauty of a virtual event? The host and the attendees can be located anywhere in the world.

The most successful webinars are …

… educational.

Education is one of the most powerful tools you can use to make change happen. Webinars need to have some type of educational component to it — whether you’re educating your audience about a product, a service, a new piece of content, how to use a tool, and so on. 

… clearly communicated.

Webinars are great ways to scale your communication. Provide value to your audience by communicating your message clearly. This includes how you organize the content of the webinar, how you present it verbally, and how you present it visually in your PowerPoint deck.

… entertaining.

Finally, a great webinar needs to be entertaining. Otherwise, your attendees might as well think of your webinar as 40 minutes to catch up on email. After all, that verbal component is what makes webinars so unique: There are few other mediums where you can deliver content that lets your personality shine through to such an extent.

It’s really easy to create webinar content with only your end goals in mind — that point you want to get across, or those things you want to talk about — but that won’t keep your audience engaged. Think carefully about who your audience is while crafting your webinar content, because at the end of the day, your webinar is about building connections and relationships with your audience so they trust you that much more.

17 Ways to Get People to Show Up to Your Webinars
1) Pick a killer topic.

It’s really, really hard to get people to attend your webinar if your topic stinks. Try to select a topic that’s broad enough to attract a large audience, yet targeted enough to provide actionable advice that attendees can implement the second they hop off your webinar.

For our recent webinar with Unbounce, for example, we decided that we wanted conversion rate optimization to be the overarching theme (because what marketer doesn’t want to optimize?), but with a focus on landing page copy and design.

When titling your webinar landing page, do some SEO research to see which keywords you want to rank for. Use that same title for subsequent blog posts and SlideShares, and you’ll end up with a slew of assets to back up that keyword ranking.

2) Set a registration goal.

Having a goal will inspire you to hit it, and help you measure success. In order for us to break the Guinness World Record for webinar attendees, for example, we knew we had to hit almost 50,000 registrants. You should track performance on at least a weekly basis to see whether your marketing efforts are moving the needle. That way, if you need to dial up your promotion due to low initial registration numbers, you’ll know what to do to fix it. 

Note: Just because people register for your webinar does not mean they will attend your webinar. Which brings us to our next tip …

3) Set an attendee goal.

Webinars typically get a 25% attendance rate. To determine how many registrants you need, you should think ahead to how many actual attendees you want.

Continuing with our Guinness World Record example, we knew we needed 12,500 attendees to break the record. So doing a little backwards math, we took the 25% attendance rate into account and figured out that we needed at least 50,000 registrants in order to hit 12,500 attendees.

You will see the word “remind” quite a bit in the rest of this post. That’s because getting people to attend your webinar requires lots and lots (and lots) of registrant reminders. People often sign up for webinars weeks in advance, so it’s critical that you’re making an effort to keep your webinar top-of-mind during that time.

4) Give attendees something special.

Try to think of things that will get people excited, feeling special, talking with colleagues, and remembering their experience on your webinar in the future. Excited registrants turn into excited attendees.

At HubSpot, we’ve given away tickets to events, free marketing assessments, and ad spend coupons to Facebook and LinkedIn. We’ve also inspired the audience by asking them to be a part of something huge, like breaking a world record.

Another example of a contest you could run? Ask them to tweet something related to the webinar a week in advance, and pick the winner at the beginning of the webinar. At HubSpot, we held a #WorkRemote hashtag challenge to support our webinar on working remote effectively, and we built this landing page to explain the rules and how a winner would be picked. (Note: Be sure to work with your legal team when planning any challenge or contest.)

You could note in the promotional and reminder emails that “attendees are getting a special 25% discount on X,” and include that discount code in the final slide of your webinar.

5) Choose the right day of week.

Don’t host your webinar during the weekend. Okay, you probably knew that one. But did you also know that it’s best to host your webinars on Tuesday, Wednesday, or Thursday?

Monday and Friday always seem to get filled up with “catch-up” and “last-minute emergency” happenings around the office. In WhatCounts poll, the data suggested that their audience preferred Wednesday or Thursday for webinars — and we tend to agree. 

6) Choose the right time of day.

HubSpot typically runs webinars at 1 p.m. EST or 2 p.m. EST, because it’s the most convenient time for the largest chunk of our audience. But if you have a huge audience in … I don’t know … Jakarta, you might want to reevaluate your timing. Right? Right.

However, like any variable in marketing, the best time (and day) will depend on your audience. Which time zone(s) do they live in? Do they work nine-to-five jobs, or are their daytime schedules more open? To maximize attendance, experiment with different days and times, compare attendance rates and conversion rates, and tweak your timing accordingly.

If you’re just starting out or have no clue what time works best, you can always ask. Include a field on your registration form that asks attendees to confirm the time slots that work best for them, and schedule your webinar based on that feedback.

7) Create an informative landing page.

Be clear. Be honest. Set expectations. Take a look at the landing page we created for our webinar with Rajan Kapoor of Dropbox (which you can view on-demand here):

hubspot-dropbox-webinar.png

On this landing page, we’ve clearly outlined a few things:

Who? Introduce presenters on the landing page, with brief bios that explain who they are and why they matter. (Well, why they matter for this webinar, at least.)
What? Include an explanation of what the webinar is about and some of the topics it will cover. Bullet points are best. Pick a dedicated hashtag for your webinar and include it, too.
When? Seemingly obvious, but ensure you provide a date and time so people can mark their calendars.
Where? Clearly explain when and how the webinar will be accessible. Typically, webinars are accessible via links, and can be joined 30 minutes prior to the start time.
Why? Explain the value of your webinar. What will people be able to do after they leave your webinar that they weren’t able to prior to attending?

8) Send a thank-you email and registration confirmation.

Sending a thank-you email isn’t just good manners — it also gives you a chance to confirm your attendees’ registration (so they know that their form submission worked) and, you know, remind them about your webinar. Some people will delete it. Some people will save the email in their inbox, serving as a periodic reminder of your webinar. Some people will take the details in the email and input it on their calendar. If any of your registrants fall into those last two groups of people, you’re sittin’ pretty.

We recommend including a call-to-action to “Add this webinar to your calendar” as the #1 CTA in both your thank-you and follow-up emails. (More on this later.)

9) Send value-building reminder emails.

Send these two weeks in advance, and one week in advance on your webinar. They not only serve to remind registrants about the webinar’s date and time, but rebuild the value that you established with them on your registration landing page. Many of your registrants may have not only forgotten that they registered for your webinar … they may have forgotten why they registered in the first place.

Include relevant blog posts or previous ebooks or webinars that cover similar topics. You might frame this as content your team has recently updated, which they can learn more about in the webinar. Include the webinar’s hashtag and tell people to tweet if they have any questions.

10) Send two final reminder emails.

People forget. Things come up. Last-minute reminder emails — specifically, one the day before, and one the day of — give people enough time to finagle attendance around meetings and other items on their to-do list, but also not too much time that they’ll forget about the webinar. It’s only a day (or less!) away, after all. Again, include the webinar’s hashtag and tell people to tweet if they have any questions.

11) Market your webinar using social media.

You know what’s awesome about social media? It’s much more difficult to oversaturate your social audience than your email audience. And there’s a really, really good chance much of your email audience is connected with you socially, too. That affords you the opportunity to use social media to remind your audience about your webinar.

If you’re using a social media publishing schedule, you can pepper in updates for every social channel that remind your audience you have an upcoming webinar. Increase the number of reminder updates as the date approaches, particularly the day before and day of. Make sure you pick a dedicated hashtag for your webinar and include it on the landing page, in your emails, and everywhere else you’re promoting it.

TOMORROW: HubSpot + Twitter join forces again to bring you #beyondmarketing in this Webinar https://t.co/drFMZRHkcQ pic.twitter.com/9qeUFTfidF

— HubSpot (@HubSpot)
November 3, 2015

12) Market your webinar through your speakers.

Of course you’ll be promoting your webinar, but what about the presenters? You know, the ones with a different audience than yours right at their fingertips? Are they leveraging their personal connections, social accounts, and email lists to make sure they have a giant audience? If they’re not, they sure-as-shootin’ should.

13) Don’t be afraid of paid media.

If you’re looking to drive more attendees to your webinar and have the budget, a little paid media to supplement your organic efforts can always help. For instance, you might run a PPC ad on Google for a search term that aligns with your webinar content in order to get the word out and drive attendance.

By bidding on a long-tail term such as “aligning sales and marketing” you can also keep your PPC costs low, promoting your webinar in a cost effective way. Just make sure your paid media team and organic team are aligned, so your company is organically publishing terms like “aligning sales and marketing” while you bid on the same term, resulting in total dominance in the SERPs for that keyword phrase.

For more detailed tips, download our free guide to social media advertising.

14) Blog about your webinar.

Use your blog (and other blogs if you have the relationships) to promote your webinar and the topic it covers. Create a “launch blog post” for your webinar indicating the excitement of new content/data in the webinar. Obviously, you’ll want to provide links to the registration landing page within the blog post, too — including a webinar-specific CTA to include at the end of your post, like we did in the post below:

blog-about-webinar.png

You can also get your audience warmed up to the topic of the webinar by creating blog content that discusses that topic at different angles. Include the webinar CTA in these posts as well, but be sure to swap it out with a different CTA once the webinar is over.

Bonus: If you start writing posts about the webinar topic far enough in advance, you can use the questions readers ask in the comments section to beef up your presentation, too.

15) Set calendar reminders.

Some uber-organized people will put your webinar right on their calendar, but there are tools out there that let you take it a step further. 

My colleague Christine White, manager of co-marketing demand generation here at HubSpot, uses AddEvent and WorldTimeBuddy to create add-to-calendar CTAs.

16) Partner up.

If you want more people to attend your webinar, you can always consider working with another brand. But while additional attendees is one benefit, it shouldn’t be the main focus of partnering up — relevancy, however, should be.

HubSpot has partnered with numerous partners specifically for co-marketing purposes because we believe that two well-aligned brands have the power to be truly amazing together — much more amazing than they can be apart. It’s also helpful for your audience if they can hear another perspective once in a while, particularly when that perspective comes from a specialist’s point of view.

17) Leverage your homepage.

Your homepage is likely one of the most visited pages on your website. So why wouldn’t you leverage your homepage real estate to promote upcoming webinars?

It’s a great way to show people that your entire company is behind the webinar and sees the value in it for site visitors. Don’t hide behind your webinars; get them out in public and show people that your company believes in the initiative. (HubSpot customers: Learn how to create smart CTAs for your homepage here.)

What do you do to ensure registrants don’t forget about your upcoming webinars? Share with us in the comments.

Editor’s Note: This post was originally published in September 2012 and has been updated for freshness, accuracy, and comprehensiveness.

free webinar checklist

 
free webinar checklist

Automated Webinar – How to Really Make Money While You Sleep

Automated webinars have been around as long as people have been gathering crowds online.

But are they a good idea for a marketer? Well, actually they are a great idea. And here is why.

Automated webinar

First of all webinars are the number one way to generate serious revenue online. When you see any of the top industry leaders, they are doing webinars. In fact I will bet that their webinars are the reason that you recognize their name. And their face.automated webinar

Webinars are easy to do actually. All you need is:

  1. An interesting topic
  2. Webinar software to present the webinar
  3. A good offer that matches up well with your audience
  4. An email autoresponder that allows you to continue the conversation after the webinar

One quick note, when I am talking about webinar software, I am describing the entire package. This includes the all-important feature of registration and email notifications. You can actually do the webinar on a free service such as Google Hangouts. But you then add in a service like Webinars on Air to handle the other features and you are set.

But what is the problem you see with this proven model? Yes you can talk to a crowd on each webinar. And that crowd can be large. Hundreds or even thousands of people have attended webinars in the past. So you are on the right track. But what is the bottle-neck? What holds you back? Time.

That’s right, there are only so many hours in a day, so many days in the week, and so many weeks in the month that you can be on a webinar. And once you have a proven funnel in place, you will be able to do each webinar in your sleep. Almost.

This is where the automated webinar comes in. By recording one of your best webinars, you use that video to show on an automated webinar. You are going to look and sound just like you are live. And the best part is that no one really has to know so they get the live-webinar experience. You even have the important call-to-action at the end of the webinar. So it will be producing sales. How amazing is that?

How do you set this up. Actually this is pretty easy to do. There are services such as Webinars on Air that provide this capability. Click here to get more information on that service: http://bit.ly/1Brgn9A.  This program sets up the registration process and email follow up. So it looks just like a live event.

Two cautions

  1. I would recommend that you never promote the automated webinar as a ‘LIVE” event. People will be able to tell if they are sharp and you don’t need to brand yourself as being misleading.
  2. Only automate proven webinar programs. Learn and test in a live environment first.

Sound good to you? You can see how you can easily have an program of automated webinars that will can truly earn you money while you sleep.

Let me know if you have any questions about webinars. They are one of the most productive strategies you can use. Don’t miss out.

Tom

How to Do a Webinar

How to do a webinarWebinars are the number one strategy for making money online. All of the network marketing industry leaders agree. But not all webinars are created equal.

Webinars are created for many things – to train, to promote, to launch new products. It is key to learn how to do a webinar correctly.

Webinars also allow you to reach a large audience at one time. The audience can be from around the country or from around the world.

How to do a webinar – 7 tips for success

  1. Unique Selling Proposition. You need to stand out. There are a lot of webinars out there. Many teaching the same things you teach. And many promoting products you promote. So you need to have a unique selling proposition to cut through the clutter. People want to go to a different type of webinar. Be direct. Tell the attendee what they will get from hearing from you. And make it interesting – starting with the registration page. This is how to do a webinar right.
  2. Generate Leads. Make your webinars lead generators. You will be promoting the webinar, so make sure each person who registers gets on your email list. Even if they don’t attend, that will give you the opportunity to reach them later.
  3. Aggressively maximize attendance. Don’t be shy. Don’t be reserved. You need to be aggressive in getting people in the door. Send out several emails. Not the boring kind either. And send them out right up to the time of the webinar. People have a short attention span, so the timid will be missing out.
  4. Exploit influence triggers. Selling = Influencing. You want to build your authority with social proof. What have other’s gained from your training? Show it off. Feel good about what you promote. Make people like you (okay, that can be easier said than done). And use scarcity to trigger action.
  5. Get over it. If you haven’t done webinars, or just start doing it, and want to know how to do a webinar; nothing builds confidence better than practice. And get trained. Do not try to reinvent the wheel if someone is offering a ride.
  6. Be a buyer. If you are asking people to buy something from your webinar, the best way to learn how to be effective is to be a buyer yourself. Now I am not suggesting buying everything at every webinar you attend. But wisely use your training budget by selecting the best offers out there.
  7. Automate your webinars. You only have so many hours in a day. So many days in a week. The key to massively scale a webinar business is to automate your best producing webinars. After you have a proven program in place, you can automate it so it can run several times a week – or even several times a day. This is where you will make the most money.

Using these tips, you will learn how to do a webinar and get the results you want. That will lead to even more webinars in your future. I know this is how my online business has grown. And yours can too.

If you have questions on how to do a webinar, get in touch. Go to the contact page and let’s talk.

Have a great week.

Tom

PS: If you are looking for a good webinar platform, check out the one I use: Webinars On Air: http://bit.ly/1Brgn9A

Blog Post Ideas for Network Marketers

Everyone in network marketing needs blog post ideas. Especially if you are posting daily. But what if you are new?

What if I Don’t Think I Have Anything to Say?

Blog Post Ideas

In network marketing you have already learned something. Trust me you wouldn’t be reading this if you were completely new.

Think about your journey in network marketing. Chances are you are two steps ahead of someone else. In fact you are probably several steps ahead of a lot of people. And why is that?

You have already been learning. From reading blog posts, from watching videos, from attending webinars, or even live events. Do you have any notes? (If not, you need to get with the program and start taking some.) Those notes are your content and will give you plenty of blog post ideas.

Notes = Content

By using those notes you can write content for your blog post, your video, and even for your next webinar. Seriously, the proven system of Invest – Learn – Teach is going to work in your favor.

  • Invest your time and money in learning new things. You can spend a lot of money in this process. And over time it will add up. But this is the way to learn from people that have already been in your shoes. Take advantage of it. Now, you don’t have to spend a fortune, at first anyway. But start by at least investing your time in learning from many of the free resources out there.
  • Learn from your investment. Take notes. Listen up. And you will learn. I find that by hearing people that I truly respect in the business I am able to come up with my blog post ideas.
  • Teach what you have learned. This is actually the best way to really learn something. You may think you know something, but it is when you go to explain it – teach it – to someone else you come to realize that you really need to know it in detail. And by teaching you are going to be making connections with people who are interested in what you have to say.

Never underestimate your ability. Never. You don’t need to be the expert on a subject, but just by learning it enough to teach the next guy you are going to be moving ahead. Trust me. I know this works for me and I know it can work for you too. You will never run out of blog post ideas.

Already you should be able to see how this works. Just think of the concepts I have laid out here. Already you have learned something that you can pass along. And it will be new to someone else in your audience. And then it will start to get to be fun.

Have a great day writing up that next blog post or shooting that next video!

Tom

PS: If you want to attend a great webinar that will give you plenty of content for your next post or video, click here to check out these free Wednesday webinars.

Webinar Marketing for Profit

Webinar MarketingWebinar marketing has revolutionized online marketing. Now you can set up an online meeting or presentation for your own team or for your clients from anywhere.

Webinar Marketing

You may already be familiar with webinars. Both as an attendee and as a presenter. You sign up in advance, get a link, then at the appointed time log in with your computer. You can also attend on your tablet or even on your phone.

As an online marketer, you should start using webinars for:

  • presenting your products and services to potential customers
  • setting up team meetings for your colleagues
  • hangouts with other like-minded individual for support and brain-storming
  • as a way to establish yourself as an online authority

 

10 Steps to a Successful Webinar

1. Outline your goals for the webinar

What do you want to accomplish with webinar marketing? You can:
a. Sell products or services
b. Recruit others for your business
c. Provide training and other information

Decide on your objectives and keep it simple. Don’t try to do too much or you will lose your audience.

2. Select your webinar platform

There are many platforms you can use for your webinars, such as GoToMeeting. Many cost you to use. Our favorite now is Google Hangouts using Webinars On Air. This service provides all of the back-end features such as emailing your sign-ups.

3. Learn how it works

Take time to check out all of the features. You will want to look like the professional you are when your audience shows up. At first it may appear to be complicated, but remember it is just like making a presentation in person only using the latest technology to reach a broad audience. Webinar marketing doesn’t have to be too complicated.

4. Make it simple for your audience

Many people who would be interested in hearing what you have to present are not going to be technical wizards. So make it simple by using a simple link that anyone can use. Most programs don’t require participants to download software onto their computer. All they need is an internet connection and a phone line for hearing you.

5. Prepare your presentation materials

In most cases you already have your presentation materials on hand. They can be in PowerPoint or even PDF files. You can also use videos and even show the audience your web site as part of the webinar. You just need to be prepared in advance to be successful with webinar marketing.

6. Practice first without an audience then with a select audience

If you think of the webinar as just like talking to a small group in your office, then you know that you need to practice what you are going to say first. By using the program you will quickly learn how to make the best impression. Then when you have it down, invite a select audience you know to view your presentation so you become more comfortable with the format.

7. Use all of the tools available

Webinar marketing can be a multi-media event. There are many tools such as using PowerPoint so everyone is following along at your pace. But you can show videos, web sites, and even use the screen to type information that is important for everyone to see. You can use a web cam during the presentation so all of the participants can see you. There will be a chat feature where you and your staff can interact with participants; answering any questions that come up.

8. Promote your webinar

This is the key to successful webinar marketing. You will want to set a schedule for most of your webinars. You can then invite anyone to view them. By using a link to your webinar site you will be able to invite people to come see what you have to say.

9. Record your best webinars for others to complete the webinar marketing program

Most webinar programs allow you to record the presentation. You can then post that recording on your web site for others to view at any time in the future. This is a great feature to make sure that others can see your information even if they weren’t able to make it to the webinar.

10. Ask for and learn from feedback

At the end of the webinar always ask for feedback. You want to hear what the participants have to say. Learn from their input to make future webinars even more productive.

Go get up your first Webinar and get in the game of webinar marketing for profit. And let us know your experience below.

Have fun!