OK, OK. I admit – I bought one of those webinar courses too. This isn’t a critique of any of the courses. Personally, I found a TON of value in Webinars That Convert, but I also found a lot of confused and frustrated students who ended up becoming clients!
They were getting hung up on all the tech set-up needed instead of producing their content.
Here are some important tips that were not addressed enough (in my opinion) in Webinars That Convert…
TIP #1 – Getting Support for ONLY During Your Webinar is NOT Enough!
You just spent $1500+ on a webinar course, why would you cheap out on the production of your webinar?
Yes, I understand that money may be tight, but if YOU were a stranger looking at your landing page, slide deck, sales page, etc., would YOU want to buy from you?
I know you think your idea is awesome. Your content may be absolutely AMAZING! But if your landing page is sub-par and leads to boring emails which lead to a webinar with slides which look like they were put together by a middle schooler, you have a problem.
Don’t make your attendees question your integrity because you don’t know how to use your tools.
Invest in a competent team and smash your entire funnel out of the ballpark. Make your prospects excited to sign up straight from the get-go and you will be more likely to sell them your product once you get to the sales push.
GOAL: Free up your time for content creation while your team is getting all the tech and design elements put together.
TIP #2 – Lead Generation Should Start as Soon as You Get the Idea for Your Webinar
No joke. As soon as you have the idea for your webinar, make a lead magnet. I don’t care if it’s a quick guide, checklist, infographic, e-book, video, whatever. Put it together and get it hosted. Enlist one of your new support people to set up a email marketing program if you don’t already have one (I’m biased towards Infusionsoft, however you can get a Mailchimp account for $10/month which allows for automation post opt-in),and start engaging in drip marketing.
GOAL: Build a list of people who are excited to hear from you and will happily register for (and share information about) your webinar when you announce it.
TIP #3 – Don’t Put All Your Eggs in the Facebook Ads Bucket
This irked me with the Webinars That Convert. Amy Porterfield is a powerhouse in Facebook ads, so understandably nearly all marketing efforts were geared towards Facebook with little attention paid to other social media platforms.
Pinterest, Periscope, Snapchat, LinkedIn, Instagram and Twitter all provide ways to advertise your lead magnet and webinar FOR FREE. And when you enlist the support of the proper tools you can be bringing in hundreds of leads per month with no time expenditure needed after the initial set-up.
Is this type of tool (ie Buffer or Edgar) free? No. But I’ve spent $49/month for Edgar and received 100+ leads a month with only three tweets a day. Imagine how many I would have received if I had been tweeting my lead magnet more?
(Psssst… People only spend a few seconds really reviewing tweets in their stream that didn’t JUST get published. When you are complementing your lead magnet marketing with other content-rich tweets you can easily post 12-24 tweets a day without complaints from your fans.)
GOAL: Save money on your marketing that you could be spending on your skilled support team.
TIP #4 – Know Your Content.
This point WAS addressed in Webinars That Convert, however it was not listened to by some of my clients. You NEED to know the flow of your webinar. You need to know what’s coming up next, and you should be comfortable NOT reading from the slides.
I am personally guilty of this. Yes, I admit it. The first webinar I held personally was a DISASTER. I didn’t know what slide was coming up next and I kept having to wait for the slides to load so I could read them.
Remember, if people wanted to read your slides word-for-word they probably would just have bought a book on the subject matter you are offering.
Webinar registrants are looking for value AND entertainment. Give it to them.
GOAL: Know your content so you can excite your audience before you even get to the sales slides.
TIP #5 – Befriend Pre-Recorded Webinars.
I’m the mom of five children, the youngest three of whom are currently all under the age of three. The last three months have been plagued with every single flu and cold imaginable, and if I had been trying to hold a live webinar I would have been SCREWED. Thus, I’ve made the decision to pre-record my webinar and host on a platform through which I can still be present and answering questions.
Some people will say that pre-recorded webinars aren’t as genuine as live webinars. I disagree. I get stage fright. Tech issues happen. My personality gets hidden behind the stress of performing up to my desired level. You want to get to know me? Talk to me on a 1-on-1 Skype call, on the phone, listen to my podcast (coming soon!) or hear me on a pre-recorded webinar.
If you’re at all like me, don’t let others’ opinions of pre-recorded webinars dissuade you from this option. And also keep this in mind – only 20% of people normally show up for a webinar live anyway. You may or may not send them a recording. Why not just give them a recording you LOVE in the first place?
GOAL: Be comfortable and prepared for any potential obstacles by pre-recording your webinar. If you make a mistake, pause, cuss if you need to, take a deep breathe, and keep going. Then, use an editing software to edit out any of your bloopers.
Don’t regret the fact that you bought one of those webinar courses… Embrace the fact that you have more knowledge now that you did when you started, and hopefully soon a team to go along with that knowledge!
Kim Sutton is the Managing Partner and Chief Everything Officer of The Sutton Companies, including Sutton Strategic Solutions and Sutton Creative Studios. She is a graduate of The School of the Art Institute of Chicago where she earned her Bachelor’s Degree in Interior Architecture.
An avid reader and passionate learner, Kim is constantly researching, studying and developing business improvement strategies. When it comes to client work, Kim especially enjoys helping her clients develop innovative marketing strategies and sales funnels, particularly when they are using Infusionsoft to automate all the heavy lifting. To find out how you can further develop your company’s marketing and automation strategies schedule a 1-hour Business Boost Strategy Session by clicking here.
In her free-time, Kim cherishes the time she gets to spend with her husband, Dave (her business partner),and five children. She also enjoys reading, knitting, writing and playing video games.
Get a copy of Kim’s FREE guide, “10 Top Tools for Small Businesses” by clicking here.