How to create a webinar that will build your list and your bottom line - Kathleen Celmins

How to create a webinar that will build your list and your bottom line

I first learned about webinars in my first “grown up” job out of college.

The year was 2005, and I was working in a niche consulting company (aren’t all consulting companies niche companies?). We were using webinars to talk to the industry as a whole on a quarterly basis, then using them as marketing tools for things we were working on.

They converted like crazy. We’d have hundreds of people signing up to every webinar, more, on the ones that were information instead of sales.

The sales ones, though, made bank.

A lot has changed since 2005. To put it in perspective, Twitter’s only been around since 2008, and Facebook looks a lot different than it did then.

So it’s a big surprise to me that, 14 years later, webinars are still one of the most powerful ways to grow your email list and get more buyers for your product or service. And honestly? It’s not just about growing your email list. Creating a webinar is an amazing way to get more subscribers who are likely to buy what you’re selling.

Here’s why:

You reverse engineer what you’re ultimately selling, give away a high-level overview of that, then pitch your thing at the end.

It’s that simple.

You have a product (course, membership, group program, whatever) or a service (one-on-one consulting, some sort of done-for-you service, etc.) or some combination thereof.

Ah, this is so hard to talk about in vague terms.

Let’s build a webinar, shall we?

Let me use myself as an example, and I’ll reverse engineer a webinar based on an offer I’d like to promote.

Step 1: Decide where you’re ultimately sending people

One of the things I offer is a 90-minute business intensive. I send a client a comprehensive questionnaire and research your business before our call, then we hop on, spend 90 minutes talking about the revenue opportunities I see in your business, put together a plan while on the call, then after the call you get a report with all the details of every single thing you should do regarding promoting your content and making more money in the year to come. We usually end up with four or five projects, and they’re the ones I see as the easiest path to profit.

It’s a fun call, and it’s really valuable for clients, too, because they basically get a one-year marketing plan for the price of the intensive, which, as of this writing, is $1500.

Okay, so that’s the end goal. The thing we want people to ultimately buy.

How to build a webinar@2x

Step 2: Determine the call-to-action in the webinar

Now that you know what a successful end-point looks like, your next step is to figure out what you want people to do after they’ve watched your webinar.

Notice we’re not even talking about tech yet. Because none of the tech matters at all until you have content!

General guideline: if what you’re selling is less than $500, the call-to-action should be to buy. If it’s more, then the call-to-action should be to book a call to learn more.

How to build a webinar@2x 1

Step 3: Figure out bonuses for the webinar attendees

Generally speaking, you need to give your attendees a reason for coming to your webinar verses signing up for your thing without a webinar.

Discounts are an easy option. But make sure you’re not discounting your time. One client I worked with sold one-on-one consulting calls and once they set their price, there was no going back. When we put together a webinar, we came up with alternatives for bonuses. More materials, more … something.

If you can’t figure out a discount, then create a spreadsheet or an additional PDF that isn’t accessible easily through some other part of your site.

And if you do create a discount, make sure it expires, because urgency helps sell.

I was brainstorming with some of my colleagues about what I could do. The price point, though high, is completely reasonable for what clients get at the end. But can I alter what they get as a way to reduce the price?

The piece that takes the most work is turning what we talked about in the 90-minute call into actionable chunks.

If I could eliminate that piece, I could cut $1000 off the price of the call.

This does two things:

  1. Gives people on the webinar a good reason to book
  2. Changes the call-to-action so people can buy right on the call

Step 4: Come up with your webinar topic, keeping in mind where you want them to go, and what you want them to do during the webinar

The content of this should overlap almost exactly with the thing you’re offering at the end.

So, continuing to use myself as an example, the things we discuss during our call revolve around the theme of leaving money on the table.

That’s something I could build a webinar around, and something that easily transitions into getting people to book a call to do a deep dive into their business.

The topics that convert the best are the ones that pique curiosity. Things like:

  • Mistakes these types of people make
  • How-to do something hard in not very much time
  • Something that appeals to their “get a good deal” nature

If you’re having a tough time coming up with a topic, think about the last webinar you signed up for — what about it made you want to sign up? Can you use the framework of that webinar’s topic (Steal Like an Artist!) to make one for you?

Step 5: Create your outline, then create your webinar

With a topic like that, the outline pretty much writes itself (and obviously, the number can be adjusted during the brainstorming session). So now all you have to do is come up with your outline, then create your slides.

You know where you’re headed, now, just plug in the different pieces. None of this is groundbreaking or revolutionary, but that’s the point. I’m trying to convince you that if you have something digital to sell, you need to have a webinar.

Step 6: Write your emails

Emails are both the most important and most overlooked piece of a webinar situation.

Here are the types of emails you need to write:

  • “Sign up for the webinar” emails. 2-3 emails for your list, letting them know about your webinar and inviting them to sign up. You need to do this even if you’re planning on promoting your webinar through Facebook ads.
  • Emails thanking people for signing up, then encouraging them to show up for the live event. 2-3 emails saying thanks for signing up, here’s a link to add this to your calendar. Then periodic reminders and notes for what to bring. Do they need a pen and paper to take notes? Writing these will feel like straight-up harassment, especially if you write all three emails at the same time. But remember, people sign up for webinars with the best of intentions, and if you don’t remind them to come, they’re not going to remember.
  • Emails after the webinar, encouraging them to buy now or book a call. This is the real heart of your campaign. Send an email a day for up to ten days (yes, really) talking about the transformative power of what you’re selling. In my case, each of the six not-so-obvious ways needs its own email. Do be kind to these people and exclude them from any other newsletter you’re sending so they don’t get more than one email a day! Except on the day that your discounts disappear. That day you can send multiple emails, because you’re saving your people money by reminding them that there’s a coupon.

Step 7: Hook up the tech

This piece is seen as super complicated. Heck, there are whole suites of software that imply that setting up the tech is so challenging that you need to pay hundreds of dollars a month to do it right!

I’m calling BS on that. You are smart, capable, and dangit, so good looking that you can do this piece.

Here are all the things you need:

Tools you need

  • Zoom webinar or your webinar software of choice. Zoom is okay-not-great but the best for the price and is an excellent user experience (which is more important than the nitpicky things I have to say about it on the creator side).
  • Beaver Builder (affiliate link) to make creating the pages on your website easy and fun (if you and I have the same definition of fun, that is)
  • Vimeo to upload the replay. I love YouTube, but prefer Vimeo for this kind of thing because it’s higher quality.

Pages to create

  • Webinar registration page — easily done with Beaver Builder (affiliate link)
  • Thanks for registering page — also super easy to create with a page builder like BB
  • Replay + buy now page — if you’re going to record it, add the replay to the buy now page (and yes, the grammar checker does not like this arrangement of words at all)

If this is confusing, I understand. I’ll make you a picture because it might be significantly easier to figure out how everything fits together with a picture:

6 not so obvious ways online business owners leave money on the table@2x

See? Laid out like this it’s pretty simple.

Not easy, mind you.

But simple.

One fun thing about blog posts like this is that I’ve created work for myself. Now I want to create a live webinar talking about the various ways I see people leaving money on the table.

But I also want to help you, too.

I have a series of templates that help you get from “blank slate where do I go from here oh my goodness this is all confusing maybe I should just take a nap” to “wow it really wasn’t that hard to create a webinar or write a series of emails” in a couple of hours.

The two that would help the most for creating a webinar are the webinar package (no surprise there, I’m guessing) and the email package (where a lot of the heavy lifting is done, as you can tell).

Learn more about the webinar package here:

Learn more about the email package here:

And if you think you’ll want the whole kit + kaboodle, learn more about the all-access pass here:

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