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The ultimate guide to webinar marketing: a huge list of strategies

This comprehensive (seriously, so big) guide to webinar marketing is my long-winded response to the question I get from friends, colleagues, and sometimes strangers on Twitter, which is, “why should I implement a webinar marketing strategy?”

The answer is simple, and I’ll get into it in further detail down the line, but know this: one webinar done well replaces every other marketing activity you think you need to do.

With me? Good. Let’s go.

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Why webinar marketing replaces all other marketing tactics for digital entrepreneurs

First, let’s talk about what a webinar is. Its definition (aside from “web” + “seminar”) is somewhat murky because you can use a webinar in a variety of ways — training, staff meetings, etc. — but for our purposes here, a webinar is referring to an online presentation that teaches something novel, talks about a particularly painful pain point, then pitches a solution to that pain point.

Webinars are simple online PowerPoint presentations that bring more awareness to you, your brand, and your solution in one neat package. You build credibility, earn trust, and encourage people to become customers. They’re intimate, because even if you use software that allows a thousand people to watch, you’re speaking to one person. You’re in someone’s ears, speaking to them. They’re paying attention to you (at least mostly). And doing them right will increase your sales.

You can demonstrate exactly what you have to offer. You can have a real conversation with dozens of potential customers all at once. You can give a powerful presentation without leaving your home or office. You don’t even have to show your face! But don’t make an on-air joke about whether or not you are wearing pants. I’ve been in the audience of enough webinars to know that that particular joke is played out.

A webinar will differentiate you from everyone else in your niche

I don’t have to tell you how hard it is to stand out from the crowd online. Whatever category your business is in, there are dozens if not hundreds of others out there doing what you’re trying to do.

But most of them still aren’t doing webinars.

So, schedule one, and stand out in the crowd.

A webinar allows you to deliver tremendous value

If you do them right, you can keep your audience engaged for an hour. When was the last time anyone spent that much time with your other content?

Look at the average watch time of your videos. The average time spent on each of your web pages. There’s no way their cumulative time adds up to anywhere near that long!

Plus, being live on the air means you’re accessible. Not through your contact form. Not through Instagram. But live and in-person. They can ask you questions directly in the chat! And you can encourage interaction, which keeps people from “putting you on in the background” and typing responses to some of your questions.

A webinar makes you the expert

It’s true. Even though everyone who has a computer has PowerPoint or Keynote, depending on the flavor of computer they bought, the act of simply putting together a presentation (EVEN IF IT’S UGLY!) will make you the expert. Plus, no one needs to appoint you. Telling your audience (and more to the point, your brand new subscribers who came to you through your registration page!) to set aside time on their calendars and pay attention to you gives you that authority.

It’s funny how one stupid PowerPoint presentation can build you as the expert on whatever you’ve decided to present.

Here’s the thing though — you ARE the expert in your field. You’ve spent your 10,000 hours. You’ve developed your thought leadership, and now all you have to do is:

  • Write a book
  • Start a podcast
  • Write enough blog content to make something go viral
  • Get on a stage
  • Get handed a mic
  • Write another book

OR… just start building a presentation. Put together your slides. Yes, practice once or twice, but then go live. Present to the room. Grow your list. Make each subscriber truly understand that you know what you’re talking about.

Webinar marketing (done right!) makes selling easy and natural

One of the biggest mistakes I see people make with their first webinars is to teach, teach, teach, then quickly say, “If you want to know more, click here to buy, thank you goodbye!” but if you set it up properly, you’re setting the stage during the first 70% of the webinar to let your audience know that a pitch is coming, and that it’s something they’re going to want to stick around to learn about.

Webinars are great lead-generating vehicles

You need to continually bring more potential buyers into your world. The more people who know about your amazing, life-altering offer, the more potential buyers you have. And when you send traffic to a webinar registration page, the people who will sign up are what they call sales-qualified leads. They know a pitch is coming, and they’re signing up anyway. Does it mean they’ll buy? Not necessarily. But just because they won’t buy today doesn’t mean they won’t buy next quarter or next year.

Webinars allow you to leverage your connections

Think about it this way — getting really good at creating and delivering a webinar makes it easy to collaborate with your colleagues. You can present your webinar topic to their audience, invite them to a webinar with your audience to deliver some knowledge they have, and set up an affiliate relationship for every person in your colleague’s audience who buys from you. Plus, aligning yourself with other business owners will elevate you in your audience’s mind. The best way to do that is with a webinar, where you share the stage. A guest post won’t do that.

General overview: Best practices for your webinar

It feels almost too good to be true: put together a PowerPoint (or whatever slide software you like best!) presentation, invite people to watch you, then bring in the sales.

And it is that easy. But if you’re anything like me, uncovering this knowledge only leads to more uncertainty. More questions. How? What? When?

Let’s get to all of those.

Things to consider when hosting your webinar

The tech (sadly there is no perfect webinar solution out there), how to organize your slides, how to make sure it’s engaging, etc.

The tech — where do you build your slides?

If the phrase “PowerPoint presentation” makes you shudder, you’re definitely not alone. Heck, I’ve built dozens of slideshows and haven’t had PowerPoint on my computer in over six years. So let’s set aside PowerPoint. You absolutely can use it, especially if you’re already comfortable there, because every single alternative I’m going to recommend is using PowerPoint as their inspiration. Just promise me you’re not going to use any gradients.

Options other than PowerPoint:

Keynote — Mac PowerPoint

Let’s be honest, Keynote is PowerPoint that is borrowing its older sister’s leather jacket and pretending they know how to walk in heels. If you have a Mac, it’s built in, and for some reason it’s easier to start from scratch from a Keynote than it ever was in PowerPoint, but it’s effectively the same thing.

Google Slides — great for collaboration

Google Slides are great if you’re building your webinar with a team. Or even if you’re the paranoid sort who wants to keep things where they’re safe in the cloud. There are some decent template options here that make this look a lot less like PowerPoint.

Newcomer I’m crushing on — Beautiful.AI

This makes the most beautiful presentations I have ever made (which I suppose means it’s aptly named!). It doesn’t let you cram too much text onto a slide, it hooks to Unsplash and Pixabay, and it lets you create something extraordinary in a fraction of the time it takes in the other options listed. If you fuss about exact positioning of text, you’ll feel so liberated when you don’t have to do that anymore!

The tech — how do you present your webinar to the internet?

There are (as of this writing) a near infinite number of options you can use to host your webinar, but I’d like to save you the time of going down that particular rabbit hole, because trust me, I’ve been there. I’ve done the pieced-together-with-internet-duct-tape free option of YouTube live embedded somewhere, and I’ve used much higher-end options.

Just like I recommend elsewhere, I’m going to say think of your user when you’re thinking of your tech options. The duct-tape one was not a good experience for my users when I tried it, and honestly, it wasn’t great for me either.

My other recommendation is to think of your webinar software purchase as an investment in webinars as a strategy. Looked at in that light, they’re worth the pricetag! And most of the options are all around the same price.

Here are three I’ve tried myself:

Zoom webinar (link)

I’ve used Zoom webinar in the past and they have a fairly consistent user experience for your audience — but their registration pages leave a lot to be desired. I created a workaround for one client where I could still host the registration page on their site. See my “How to bypass Zoom registration” video on YouTube if you want to go that route. Simply use them as the place where you’re hosting the video and do everything else (email reminders, post-webinar emails, etc.) on your own.

Webinar Ninja (link)

Aside from having a very stupid (and perhaps culturally misappropriating) name, I’ve found Webinar Ninja to be another “pretty good option” — it doesn’t have the same issues as Zoom webinar, it has different ones! Their registration pages are beautiful and up-to-date, but if you use their baked-in pages, you can’t add the Facebook pixel. That doesn’t make a big difference in your first few webinars, but the thank-you page is where you tell Facebook that yes, that ad converted, so you can run conversion campaigns, but only if you use your own registration pages.

Crowdcast (link — this one is an affiliate link)

I like Crowdcast because their registration page is both pretty and simple. In fact, it’s all pretty simple to use. I’ve been on the watching end of Crowdcast webinars, and they’re web-based, so they’re exceptionally user friendly. Getting Crowdcast to link to ConvertKit was more of a challenge than I was anticipating, but then again, I didn’t have my forms set up in ConvertKit first, then got distracted and probably just didn’t finish setting it up correctly. Your mileage will definitely vary.

I’ll update this list as I try more software!

How to organize your slides: the 30/40/30 formula

Here’s the breakdown of this formula:

  • First 30%: Set up your audience. Talk about their “uncomfortable now” — their pain points. Their “here’s the status quo, and there’s just one thing that will make it great” situation.
  • Middle 40%: Teach. Teach the thing you said you would teach in your registration page. Go through the “x steps” in as high level as possible. Do not get pulled into the weeds of your knowledge!
  • Last 30%: Pitch. Transition seamlessly from teaching to pitching by talking about that one thing that will make everything great.

Engage eyes, ears, and interaction

On a live webinar, make sure you’re engaging people on multiple levels:

Eyes

Have a lot more slides than you think is reasonable — keep people engaged! Remember this is the goldfish era of human attention span. Change up the things they see. A good rule of thumb is that your slides should be 2.5X the number of minutes you expect your webinar to go (without Q+A). So, a 50 minute presentation should have at least 125 slides. Plus loads and loads of fun/engaging/pattern disrupting images.

Ears

Vary your delivery tone. If you give a presentation like Ben Stein, hire someone to help you not do that! Get excited when things are exciting, dramatize the highs, the lows, everything in between.

Interaction

Use the polling function in whatever webinar software you chose! This really breaks up the pattern because if somehow someone alt-tabbed away from your screen, you stopping and saying, “how many of you _____?” will get them back, and will get them typing!

How much text?

The jury is split — obviously you don’t want a full wall of text, so if you find that you have that, split your slides (one bullet per slide will get your slide count up FAST!). But if you have a testimonial, read that bad boy word for word. I had a client put the testimonial up, then paraphrase it, which indicated that he thought his audience was paying as close attention to his slides as he was, which was not true.

I think you want to assume that you don’t have people’s full attention, so err on the side of reading text. Or put the images up, then have notes you follow that tell you what to say for each slide.

Host a webinar once a month

Simply decide, right now, that you’ll host one webinar per month for the next 12 months. Look at it like an experiment where the hypothesis is, “If I do a webinar the second week of the month for the next 12 months, my business will grow to places I’ve never dreamed.” Okay, I obviously don’t have a science background, so that hypothesis really isn’t a hypothesis in the true sense of the word.

And if you can’t commit to doing something — anything — every month for the next year, at least give me a quarter. Put your LIVE webinar on your calendar. Right now. Sign me up for it. I’ll go. My email address is kathleen (at) kathleencelmins.com.

The best day, time, and length for your webinar

According to research done by Go to Webinar, the best days for webinars is Wednesday and Thursday and the best time is 10 AM Pacific / 1 PM Eastern. But that’s their research done by people who use their software, which skews corporate.

Basically, the best time to do a webinar is when your audience has enough space to pay attention. Test a bunch of different times. The only thing I’ve found that’s constant for me and my clients is that Mondays suck (everyone tries to do a week’s worth of work on Mondays, leaving no time in their day for whatever it is you want them to do!) and for obvious reasons, Friday afternoons are awful as well.

So test Tuesdays, Wednesdays, and Thursdays.

How to streamline webinar registration: one registration page, a few different dates/times

Since we’re testing different days of the week, and you’ve committed to doing webinars at least monthly for the next three months, the best way to collect “is this working?” data is to set up one registration page where people can sign up for the time/day that works best for them.

But a word of warning here: in your effort to give people a good time to sign up, don’t forget about your needs. I set up a webinar time for 4PM in my time zone and only one of my business friends signed up.

That makes sense because my audience — business owners — are out doing things that don’t have anything to do with work at 4, 5, 6, 7 o’clock at night.

Plus, I had to rearrange a ton of things on my end in order to have a quiet house.

I ended up texting my friend, “thanks for the solidarity but I’m not going to run this webinar today!” and making a note to never offer that time again.

Test these times if your offer attracts business owners: 10AM, 12PM, 1PM your time.

Make it easy:

  • Tuesday, 10AM local time
  • Wednesday, 12PM local time
  • Thursday, 1PM local time

And now you’ll have nine data points by the end of the quarter instead of just three!

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This is an epic resource, and the 7,651 words might be easier to read in the form of a Google doc, or PDF.
Enter your name and email address to add The Ultimate Guide to Webinar Marketing to your Google Drive (or download as a PDF).

Should you do a live webinar or an on-demand webinar?

Screen Shot 2019 08 16 at 10.25.36 AM

Short answer: yes.

Longer answer:

The clients I work with come to webinars from all degrees of skepticism. Mostly they think, “okay, I see that it’s worked for other people, but I’m still not convinced it’ll work for me. Plus there are SO MANY STEPS and I don’t have time in my schedule for one more thing on my plate.”

I’m paraphrasing, but it’s almost always some variation of that.

And yes, convincing takes some time. I have an email saved from a client who sold on her second (not first) webinar. “MY WEBINAR CONVERTED!” was the subject line. The body said, “I believed webinar marketing worked but I just couldn’t see how it worked for me. Now I’m convinced. Let’s schedule another one!”

So I typically start people with the on-demand webinar.

I’m finding as I continue building my business that clients don’t want to do something that seems too big, and the idea of:

  • Creating slides
  • Creating a script to read or at least talking points to go along with the slides
  • Creating a landing page
  • Creating a thank-you page
  • Sending emails to invite people to sign up for your webinar
  • Sending emails to people who signed up to ensure that some of them come to your webinar
  • Sending a series of emails to people after they’ve attended your webinar

… all seems like too much, and like a lot of good ideas, ends up going in the “idea pile” which is, of course, the place where good ideas go to die.

So if we start with:

  • Create slides
  • Narrate entire slideshow

… that is much more palatable!

And quick wins are important.

Plus, an on-demand webinar is an EXCELLENT lead-generating vehicle. (It doesn’t get conversions at the same level, which we’ll get to in a bit, but it will build your email list.)

So if you’re overwhelmed, start here. Create the slides. Narrate them (slide by slide if you have to).

Then, when you’re convinced that webinars do in fact build your email list, start thinking about scheduling your live webinars.

On-demand webinar best practices

Here’s another place where people get caught up: what kind of software do you need for your on-demand (sometimes called evergreen) webinar?

I have good news: you don’t need anything special.

There’s software out there that will allow you to upload your webinar, then simulate it live. You can set up all kinds of automation and have it run every hour or even more often.

You can even pretend that it’s live and have the most engaged audience ever.

But don’t.

Just don’t.

Remember, the point of the webinar is to bring you more business. Unless you’re in the business of tricking people, don’t make the first point of contact be tricking them.

Assume that your audience is smart enough to realize that they didn’t come across your webinar just in time for it to begin and they’re savvy enough to know that only robots are as engaged as the chat is on those automated things.

Let’s get into those, because when you adhere to these best practices, you’ll end up with a higher-quality product that will convert better for you.

Use Vimeo instead of YouTube

Vimeo presents a much higher-quality video than YouTube, which leads to a better user experience, but also, Vimeo gives you much more control, which ends up making your watch page look really nice.

Don’t pretend the webinar is live

Have you ever been on a webinar and gotten the feeling that what you’re watching isn’t really live? “Oh hey Sally from Albany!” you hear the presenter say, and you think, you know what, I bet there aren’t any Sallys in Albany or if there are, they aren’t on this webinar. Don’t be that presenter. In fact, tell the audience that the webinar ISN’T live, and what it lacks in interactivity it makes up for in quality, actionable content that the viewer can take with them.

In fact, ditch the weird software altogether

The only software you need for an on-demand webinar is the presentation software that came with your computer and Vimeo.

Everything else is unnecessary, especially the “evergreen webinar software” that’s out there. All it does is increase what I like to call the sketch factor of what you’re doing.

All you need is:

  • A landing page that tells people what they’ll get once they enter their email address, which will immediately open…
  • …a watch page where the entire presentation is embedded

Really, that’s it.

Assume your attendees are the kind of people you want to work with, NOT the kind of people you want to trick.

Add a buy button below your video

Just because your on-demand webinar won’t convert to sales in the same way a live one does doesn’t mean you don’t want to at least send people to the right page! Add a “learn more” button below your video and link people to your sales page.

Aim for a shorter video time

The “right length” for a live webinar is 45-60 minutes, including Q+A. But you won’t have Q+A. You won’t have polls. You won’t have any of the “type yes if you agree” interactivity. So naturally your webinar is going to be shorter. Which is good, because the average watch time of these videos is shorter.

So don’t fret when you go through your slides and end up with a 25-30 minute video.’

In fact, that’s what you should aim for. You’ll make up for the shorter time frame in the email volume.

Send more emails

Knowing that people aren’t going to watch the whole video means you want to give them the main points in the emails that come after.

Consider sending the following types of emails:

  • One for each step/mistake in your teaching content
  • One for each possible Q + A that was missing from the end
  • One for each testimonial

Your follow-up sequence could be as long as 15 emails.

Download this article:
This is an epic resource, and the 7,651 words might be easier to read in the form of a Google doc, or PDF.
Enter your name and email address to add The Ultimate Guide to Webinar Marketing to your Google Drive (or download as a PDF).

How to come up with a great webinar topic

Kathleens thought leader models.012

Step 1: Decide where you’re sending people

This might sound obvious, but your webinar needs to be very closely related to the thing you’re selling. So, take a look at your sales page again. What are you promising?

Step 2: Brainstorm 10-15 topics

Take a look at your sales page. Or, even better, take a look at the thing you’ve attached to the “buy” buttons on your sales page (ahem, that’s your offer). It’s awesome, and worth every single penny you’re charging (if not more).

Now, with that in mind, the highest-converting webinars are ones that pique curiosity.

Things like:

  • MISTAKES: “Are you making these five mistakes with your nacho toppings?” gets someone thinking. They think, “well, I don’t think so, but now I’m not so sure.” If you’re targeting nacho perfectionists, this kind of topic will entice them to opt in.
  • MORE MISTAKES: A mistakes B PEOPLE make that cost them $C: “10 mistakes online entrepreneurs make that cost them thousands”
  • How to AMAZING A without PAINFUL B: “How to promote your product or service without wasting time or money”
  • How to AMAZING A in B TIME FRAME: “How to start promoting your product or service in less than a week”

Step 3: Let it rest/rise/marinate

For the cooks among us, this is the overnight marinade. The dough rise. The rest. My favorite chocolate chip cookie recipe suggests letting the dough sit overnight before baking.

If it’s good enough for cookies, it’s good enough for a webinar. So close this, go on a walk, unplug, take a long shower, step away.

Let the ideas marinade, and come back later.

Step 4: Name your webinar!

Look at all the titles you brainstormed. Which one can you build a 30-45 minute presentation around?

Outline your webinar quickly by asking these questions

Kathleens thought leader models.013

  • What’s the goal? Where is this training going? Are you pushing them toward a course, a consultation, what?
  • What’s it about? You’ll know this after you complete the above section.
  • What are the steps/mistakes/etc? If your training topic goes into an “x-step” process, list those below. X steps, Y mistakes, Z things. This is a process, a checklist, or an outline.
  • What’s the promise? What can attendees reasonably expect after they’ve watched the webinar? What will they learn even if they don’t buy whatever it is you’re asking them to buy?
  • Fill in the blanks: This training will change the way you look at (1) and (2) forever
  • Find where you’ve stored your testimonials so you can keep them handy while you build your slide deck.
  • Where are your attendees right now? What are their frustrations? Focus on the things they’re really frustrated about that your offer can help them with. They don’t yet have your offer, so they’re in the “before” picture of any transformation story. What does that picture look like for your audience?
  • Where do they want to go? What do they want? When they’ve undergone whatever transformation you’re promising, what does the “after” picture look like?
  • Distill the frustrations and desires. You know that the top frustrations that people can name are symptoms of the problem, not the problem itself. What is the real problem your offer solves? And what do they really want?
  • Now, let’s talk about you. What’s your name? Your title? Some top-line LinkedIn-style bullets that show your audience that you know your stuff. What’s your resume? Why are you here today? You’ll need a picture of yourself.
  • Why is what you’re teaching important? Your audience is still deciding whether to stick around at this point — give them 3-4 reasons why learning what you’re teaching today is important.
  • What are the other so-called experts doing that is either wrong or missing a piece? Who are those experts and gurus? What are they saying? How are they wrong?
  • How and why is your system different? What differentiates you in your market? Why are you better than the others?
  • What are some of the results people will find once they implement what you want to teach them? List several results of what happens when people watching the webinar implement everything you teach. Are you saving them time, making them money?
  • The fork in the road
  • The hard way: What does not choosing your solution mean to them? The “old” way, the “slow” way, the “DIY” way. What does that look like?
  • The easy way: Now, what does working with you look like? Save time, money, something else valuable by working with you.
  • Action: be explicit about what you want them to do! After sitting and watching you talk for 45 minutes, what do you want your attendees to do? How do they become clients?
  • Challenge your audience. Finish this sentence: “Even if you don’t end up booking a call/buying our course/signing up to work with us, I challenge you to implement the things you’ve learned over the past hour by…”
  • Come up with a bonus (or four). You’ll talk about this at the beginning of your slideshow, but it’s way easier to decide what you’re going to give away now that you know what you’ll be talking about. Do you want to offer a discount on your services for people who attend the webinar? Do you want to offer some other kind of bonus that’s not available on your site? What will you give attendees?

 

How to have an effective webinar

Have you ever been on a webinar where someone simply talks about themselves forever then transitions into a hard sell, making you wonder why on earth you signed up for that webinar in the first place?

You can’t unsubscribe fast enough from those follow-up emails!

And maybe that’s your initial reaction when you hear that you should be adding webinars to your marketing.

“Gross,” you think. “I’m not going to waste anyone’s time talking about how I’m the best thing since sliced bread, show pictures that indicate somehow that my lifestyle is one to emulate, then make fun of people who don’t buy from me!”

Good. Then you’re still in the right place.

When done right, between 30% to 40% percent of those visiting the webinar landing page register. What’s more, webinar marketing can become a solid income building source by itself as well as major sales driver.

In your webinar, you want to do three things:

  1. Teach enough about your topic to show that you know what you’re talking about and also to demonstrate that you’ve only brushed the surface of the things you know
  2. Transform your audience members lives. Okay tall order for a webinar. The point is to really show the transformational properties of your offer, and you do that by getting really clear on where they are now, where they could go if they use your offer, and how uncomfortable the status quo is if they don’t change.
  3. Transact. You want people to buy from you during the webinar, plain and simple. People sign up for your webinar knowing full well there’s going to be a pitch at the end, so give them what they want.

So now that you know that every part of your webinar should teach, help transform, or begin a transaction, here’s a list of things to make sure you do/don’t do.

At the beginning (TRANSFORM):

  • DO lead with value
  • DON’T show endless pictures of stock images of laptops on the beach
  • DO introduce yourself, but not at the beginning — remember, this webinar is NOT about you, it’s about them and what your offer can do for them
  • DON’T prattle on about yourself — this is not your parents’ annual Christmas letter!
  • DO let your audience know they’re in the right place

In the middle (TEACH):

  • DO use testimonials to allow someone else to talk about how great you are
  • DON’T get caught up in the weeds of what you know — remember, people signing up already believe that you know what you’re talking about, you don’t have to prove anything!
  • DO know how to answer “What’s in it for me?” for your audience
  • DO transition into the TRANSACT section naturally

At the end (TRANSACT):

  • DO offer bonuses to encourage people to act quickly
  • DON’T use any language that you wouldn’t respond well to when you’re pitching
  • DO spell out your offer several times, listing values alongside
  • DO give them a choice: the slow free way or the fast expensive way
  • DO add bonuses to encourage people to buy
  • DO your webinar live so there’s REAL scarcity, not something made up by an arbitrary clock based on how they sign up
  • DO show a clear call-to-action — buy now or set up a call — based on the price of your offer

After:

  • DO use testimonials to allow someone else to talk about how great you are
  • DON’T send emails that make people want to unsubscribe. Remember — just because your offer isn’t right for them right now doesn’t mean you want them off your list!
  • DO send follow-up emails with more bonuses, screen shots, social proof
  • DO have a hard stop to your campaign — people will tolerate a handful of emails while you’re launching something but don’t force them to continue once the deadline has passed!
Download this article:
This is an epic resource, and the 7,651 words might be easier to read in the form of a Google doc, or PDF.
Enter your name and email address to add The Ultimate Guide to Webinar Marketing to your Google Drive (or download as a PDF).

The ideal webinar structure: the 30/40/30 approach

Make sure you follow this structure with your next webinar so you can lead with value, keep people on the line, and sell authentically.

30%: TEACH

Lead with value, then teach the x amount of steps, the y number of mistakes, etc. You can introduce yourself here too, but don’t start there. Start with your audience. Really identify who they are and what their “before” transformation picture looks like.

40%: TRANSFORM

In the first section, you discussed the status quo. Starting in the transform section, you’re going to get into what things look like on the other side of your offer. The trick here is that you’re still teaching whatever it is you said you’d discuss on your registration page, but you’re setting people up for the next section. The goal here is to make your offer in the TRANSACT section not only the obvious next step, but the thing a lot of people really want. Testimonials go here.

30%: TRANSACT

Now you’re talking about what life looks like after they’ve bought your offer. Here’s where you present your offer, discuss bonuses, give people two options (the slow way or the fast way). Show them what the fast way looks like. Challenge them to accomplish x even if they don’t buy what you’re selling.

Getting people to sign up for your webinar

Now that you’ve created something you’re confident in, how do you get people to show up?

More importantly, how do you get people who are experiencing the pain point your offer solves, who are ready to buy from you (even if they don’t know you yet) to show up to your webinar?

First, let’s talk lead quality. Leads generated from a webinar are better than leads you can get any other way.

When I talk about why you should do a webinar, a lot of it has to do with you, the speaker: you get some really great practice sounding like the authority you are, you learn how to present when the stakes are low (sitting at your desk isn’t exactly standing on a main stage), and you gain confidence that you wouldn’t gain even after writing 100 blog posts.

But what I haven’t talked about yet is the other side of it: your audience.

People who opt into your webinar, people who want to know the x amount of mistakes most people like them make when it comes to your offer, people who are interested in the y-step process to building their whatever it is you are selling…

Those are your people. Your webinar is so specific, and has such a valuable promise, that it is going to attract SPECIFIC people with SPECIFIC pain points, that you are promising to solve.

Also — let’s get this out there — people join webinars in a buying mood. So not only are these the people you want to work with, these are the people who have let their guard down. You know, the guard of “I can’t be sold” — because they come in wanting to buy, they already have a suspicion that you can help them, so they join your webinar looking for cues that reaffirm their belief about you (and they’re into the bonuses and discounts and whatever else you’re offering for people who join you live).

Try and get that with a downloadable checklist or whatever.

Marketing your webinar: how to get people to sign up

Your webinar solves a specific problem that only specific people have, and the problem is painful enough that they’re going to be willing to at least sit through your whole presentation to see if your offer is something they want to try in order to solve it.

Option 1: People who are already subscribed to your list

GoToMeeting published a survey where they uncovered a pile of interesting data, including this gem: 57% of webinar sign ups come from email.

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Definitely use this! Unless every person on your email list is someone who has already bought your offer.

Option 2: Paid traffic

Send paid traffic (my clients almost always use Facebook ads) to your webinar registration page (more on that in a minute). Start your ads at least ten days before your webinar to get as much data as possible. Sometimes it takes Facebook 24 hours to approve your ad, which is fine if your webinar is more than a week away, but less fine if it’s only a few days away and you’re not sure about who you want to target.

Option 3: Ask someone to email their list

Do you know someone who has a similar audience to yours? Sign them up as an affiliate, ask them to invite their list to your live webinar, make sure you know how to give them credit for people who signed up, and use the power of email!

Of course you’ll want to tell your social networks organically. At least once a day for the ten days leading up to the event.

Ask your friends to join in so there’s some interactivity during your presentation.

Now, sit back and watch the sign ups come in!

How to organize your registration page for your webinar

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Your webinar software provider will make you think you can just use their templates to get people signed up for your webinar.

Depending on the software you use, you may not want to do this. Have you ever gotten someone’s business card and looked at the back and found a Vistaprint logo? Like, this person was so cheap that they couldn’t spend $50 on some decent business cards?

That’s what using Zoom webinar registration pages feels like. So if you’re using Zoom webinars, definitely don’t use their registration page!

Just because you can doesn’t mean you should is the guideline to follow here. And I’m honestly surprised I’m having to say this stuff because you’d think the webinar software would have it more right than wrong.

Anyway — follow this framework and you’ll get more people in your virtual room!

Headline + subtitle

What’s the name of your presentation? What’s the promise?

3 benefits of attending

What are you going to teach them? Think of three things they’ll learn that will transform them (NOT “how to calculate basis points” but “how to make sure you don’t pay too much estate tax”)

Form + call-to-action

Name + email should be enough, then a “claim my spot” button. Test different words on the button — at the very least don’t use “submit” or whatever default you have.

About the presenter

Add your picture to humanize this, and talk about yourself in the context of why you know what you’re talking about.

3 more bullets about the webinar itself

This is more of the value section from your sales page (see anatomy of a high-converting sales page for reference) but instead of framing this about your offer, it’s about your webinar.

Bonus — for people who need a bit of a push

Tell them what they’ll get just for signing up

One more call-to-action

Give them another chance to sign up!

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Selling during a webinar: how to make this all worthwhile

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How to turn what you’re currently offering into something so irresistible that people who are attending your webinar can’t wait to buy it.

Getting your offer right is so important that you shouldn’t send paid traffic to your webinar until you feel like you’ve nailed this piece.

When your ideal customer joins your webinar, the offer they buy makes them:

  • Feel like they’re getting a good deal
  • Believe that your offer is the one thing they’re missing — that it’s thing that will transform them from uncomfortable now to better tomorrow
  • Believe that the deal is going to go away, that your scarcity isn’t somehow false

Nail all of those, then get the right people in your webinar, and you’ll sell.

Running your webinar live will make scarcity real, as will having bonuses that are only for the first x people who buy or the people who buy before y date.

Making the teaching section strong will get them believing that your offer is the thing they’re missing, that it’s what they need to go from their uncomfortable status quo to the transformation you’re promising.

The good deal part? That’s what we’re getting into here.

Step 1: Look at your offer

What are you ultimately asking people to buy? What is the price point?

Step 2: Break your offer into its components with their values

The format for this:

  • Part 1 of the core deal — $x
  • Part 2 of the core deal — $y
  • Part 3 of the core deal — $z

Step 3: Think of bonuses you can add (or parts of your offer you can turn into bonuses) and add their values too

Can’t think of a good bonus or two to add to your offer? Think harder! Make them relevant to your offer, so they complement your core. Think of shortcuts, templates, something done-for you.

Then, think of the reasons people wouldn’t buy your offer. List them out. All of them. Then offer bonuses that address each piece.

Make your bonuses really mean something (and also contribute to someone believing the good deal/scarcity part of the Venn diagram) by limiting them.

Limit:

  • The first x people who sign up, or
  • Everyone who signs up by Saturday

Now your list looks something like this:

  • Part 1 of the core deal — $x
  • Part 2 of the core deal — $y
  • Part 3 of the core deal — $z
  • Bonus #1 — $a
  • Bonus #2 — $b
  • Bonus #3 — $c

There’s no hard and fast rule here — list as many components as makes sense for your offer.

Step 4: Add it all up

Don’t make people do math on your webinar! Tell them the total value.

Here’s your format now:

  • Part 1 of the core deal — $x
  • Part 2 of the core deal — $y
  • Part 3 of the core deal — $z
  • Bonus #1 — $a
  • Bonus #2 — $b
  • Bonus #3 — $c
  • Total value — $d

Step 5: Tell people what they’ll pay

Before you show the next slide, you want to talk about how they’ll recover the cost in just one something if they buy it.

Then tell them, of course you wouldn’t ask them to pay $d.

Then show this slide:

  • Part 1 of the core deal — $x
  • Part 2 of the core deal — $y
  • Part 3 of the core deal — $z
  • Bonus #1 — $a
  • Bonus #2 — $b
  • Bonus #3 — $c
  • Total value — $d
  • You’ll pay — some fraction of $d

Step 6: Take that slide, make a bunch of copies of it, with the last item removed, for as long as it takes to get back to the core offer

The first five steps were getting us to this part. You’ve created your final pricing slide of your webinar. Now, make a copy of the whole slide, remove the final bonus, adjust the total to exclude the last bonus, and add back in what they’ll pay.

Repeat this for each bonus until you get down to the core offer.

So in this example, the whole stack is shown four times. Once at the end, then once without bonus three, once without bonus two, and the core offer.

Now, all that’s left is to fill in the narratives between those slides. Explain each bonus in detail. Talk about how it’s worthwhile at the various price points. Talk about your price point.

Direct vs. Indirect selling on a webinar: what to use when

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Selling is an important piece of any given webinar — here’s how to figure out whether you should send someone to an order form or an application form.

Direct = buy now, indirect = book a call or fill out an application

A webinar that leads people straight to a checkout page is probably the most common form of webinars, and that’s what we’re calling direct sales for the purposes of this conversation.

Indirect selling can happen, too, and that’s when your offer is exclusive or high-touch or high end or discerning. If it’s not the right fit for everyone, send people to an application.

It can get tricky figuring out which type of sale you want to use in your webinar, but here are some things to consider:

  • How much of you is in this offer? If ten people buy, how busy does that make you? If having ten people sign up with you to use your offer will make you 10X busier, you want people to apply. If it’s an on-demand digital course, do a direct sale.
  • What is the price point of the main offer? Excluding upsells, add ons, order bumps, etc. how much is it? A good rule of thumb is if the offer itself is under (or around) $2000, direct selling works. When something is more than around $3000, an indirect approach works best. Which leaves $1000 of gray area, meaning test both scenarios. If you can get people to buy your 2500 offer by sending them directly to an order form, then cut one step out of your sales process!
  • What is your main offer? Is it software? An easy-to-access digital product? Something that doesn’t require your presence? Sell direct. Is it a mentorship? A group coaching program? Something that requires your time, presence, and energy? Screen people through an application process.

How to end your webinar to increase sales

Humans remember the last thing they heard, so make sure the last thing they hear is the main takeaway, not the pitch.

Why?

Because you’re working on your audience’s impression of you.

So, get seen as someone who provides value. Leave your audience with that impression.

They’re more likely to buy from you anyway.

Read more: How to Sell on a Webinar: #5 Leave them Satisfied

Conclusion: ONE webinar to rule them all

Or… something like that.

But honestly. There are so many businesses — really successful businesses — that make their livelihood using one webinar.

Will your first webinar be the one that brings you all the leads, customers, and sales you want?

Maybe.

But in all likelihood, just like with everything else, your first slide deck will simply be your first slide deck.

You’ll see just how easy a webinar makes it to grow your audience and your bottom line.

And you’ll be hooked.

Download this article:
This is an epic resource, and the 7,651 words might be easier to read in the form of a Google doc, or PDF.
Enter your name and email address to add The Ultimate Guide to Webinar Marketing to your Google Drive (or download as a PDF).
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