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6 Steps to Create a Profitable Webinar for Any Product or Service

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Wyatt Jozwowski
Wyatt Jozwowski
6 Steps to Create a Profitable Webinar for Any Product or Service

Almost every business struggles with lead generation and maximizing revenue. In this article, I’m going to show you how you can fix both of those problems with one, simple strategy. Not only will you be able to capture new leads and convert new sales, but you’ll be able to build relationships with your prospects in the process. You’ll be able to deliver value, position yourself as an expert, and hit your income goals almost immediately without ever leaving the comfort of your computer chair.

My goal is to have you walk away from this article with an extremely effective strategy to practically generate revenue out of “thin air” for your business. Not only that, but you’ll also be able to generate tons of qualified leads in the process. Yes, this strategy is repeatable, scalable, and here to stay.

This Strategy is for You If…

  • You’ve sold digital products before, either as a vendor or affiliate.
  • You lack a scalable way to generate high-quality leads.
  • You have access to an email list, but you’re not maximizing revenue from it.
  • You know how to run paid advertisements, but you struggle to get an immediate ROI (return on investment).

Business man doing a webinar

Why Should Every Business Use Webinars?

Webinars allow you to harness the power of 1-on-1 conversations while talking to hundreds of people at the same time. Depending on the content, they can be used to market, sell, or deliver training. In just a one to two-hour time frame, you can get your message out to an entire audience of engaged prospects. It’s easiest to think about webinars like a funnel; prospects register, attend, and then become qualified leads for your business. This is powerful.

They’re the Easiest Way to Get a 10x ROI on Your Leads in a Short Timeframe

With newly generated leads, there is a “warm-up” process that is required; it’s a relationship. You must build trust and deliver value before those new leads become qualified. However, with a webinar, you can through the whole process in just one or two hours. You can deliver value, build trust, and make sales, even with newly generated leads. This allows you to get a quicker return on your investment so that you can reinvest revenue into more advertising at a faster pace.

They Position You as an Expert in Your Field

This is the largest benefit of webinars. When someone attends a webinar, they’re there to listen to YOU. They’ve taken the time to register, save it in their calendar, show up at the right time, and then to watch the whole thing. They’re dedicating their time to learn from you, and this, in effect, positions you as an expert.

They’re High Value and Don’t Come Across as a “Pushy” Sales Pitch

If done right, you’ll never have to do any hard sales pitch on your webinars. They should be high-value training that makes your audience love you (and buy from you) in the process. In essence, the goal of a sales webinar is to sell without selling. Even if your prospects don’t buy on the webinar, they’ll be in an even better position to buy later on.

Your Business Can Hit Its Income Goal This Week

Forget old-school, long, drawn-out sales processes that are painful for both sides. After reading this article, you can launch a webinar within a week and generate a huge revenue spike for your business.

Webinar Registration is Expected

We live in a world where people are tired of entering in their name and email address for a free PDF. Your prospects don’t want to trade their information for a poorly put together white paper. However, with webinars, people are familiar with having to register to attend. This familiarity will allow you to capture tons of leads without a lot of resistance.

They Harness the Power of Scarcity and Engagement

Unlike videos, webinars are one-time events that occur live at a specific date and time. The stick rates of videos compared to webinars are astronomically different, which means prospects are a lot more likely to consume all of your content until the end. Also, since webinars are live and much more conversational, your audience will remain engaged by asking and answering questions.

Best of All, Webinars are 100% Choreographed

Ever heard the expression that it takes 10,000 hours to learn a new skill? Becoming a professional salesperson takes time, practice, and lots of experience. With webinars, you don’t have to be a skilled salesperson. In fact, it’s quite the opposite. Webinars are completely planned, and anybody can practice and learn a one or two-hour presentation.

And if done right, they’re extremely effective! Over the years, I’ve run tons of webinars, both as a vendor and as an affiliate. Here are just some of the amazing stats that I’ve been able to achieve on single webinar campaigns:

One of our affiliate partners promoted our webinar/product, and they sent us $120,382 in sales and 2,533 new leads. Yes, this was from one webinar! We gave this affiliate 50% commission on all sales sent.

Registration:

Webinar registration

Sales:

Webinar Sales Stats

On another webinar we promoted, we did 6-figures of revenue:

Webinar revenue as an affiliate

 

On another campaign, just over $37,000 in profit:

Affiliate webinar sales

And again, another $125,939.60 in revenue generated from a single webinar campaign:

Webinar affiliate commissions

On this webinar, we drove over 3,000 sign ups to a single webinar series:

3,048 registrants on a webinar

I have a lot more results that I could show you, but I’m sure you get the point: Webinars are powerful.

In fact, webinars are so powerful that we even built our own webinar platform to accommodate our marketing and sales needs. Our platform, Demio, is built specifically for generating, qualifying, and selling to leads. I mention this so you can get an idea of who I am and what I’m about. I know how to create high-converting webinars, and I want to show you how it’s done.  

Two Goals Your Webinar Needs to Accomplish

  1. Deliver value to the attendees
  2. Make sales without selling hard

If we can accomplish these two things, then we can build relationships with our audience and generate a ton of revenue at the same time. This is truly the KEY. It allows us to sell to people we’ve never talked to before without leaving a bad taste in their mouths.

The biggest problem that most people have with webinars is that they can’t make sales; they have a hard time getting their prospects to convert. We need to make sure our prospects are buying by the end of the webinar. The main reason I believe people have this problem is that they teach, teach, teach, and then sell hard.

Remember how I said webinars are great because they’re totally planned? The key to a great webinar is the “pre-sell” not the hard sell. Your content should be killing objection after objection throughout the whole webinar, and by the end, all objections will be squashed. So, when your leads get to the offer, making the sale is easy and natural.

You can either make the mistake of making the hard sell at the end, or you can take the easy route and pre-sell all the way through the webinar. With that in mind, let’s break down the seven steps required to create a profitable webinar campaign.

The 6-Step Webinar Outline

If you apply all of these steps when creating your next webinar, you’ll end up with a webinar that completely rocks.

Step 1) Understand Your Customer Avatar

Before we can write the first word of our webinar, we have to understand who will be attending the webinar. I know it sounds like common sense, but many people overlook this step. To kill objections through our content, we have to know what objections need to be killed!

World population density map, with vector characters located in the most populated ares, white background

There is a great article and worksheet about defining your customer avatar that was created by Digital Marketer, you can read it here.

Essentially, there’s going to be three main questions that we need to ask:

  1. Who’s going to be watching?
    • I’m talking about demographics here. What’s the age of your target customer? Gender? Role in their company? Etc.
  2. What challenges and problems do they face?
    • Understanding your prospects’ problems will allow you to understand what their objections will be for your product.
  3. What are their goals?
    • Understanding your prospects’ goals will allow you to position your product in a way that helps them achieve those goals.

Every piece of your webinar will be based on your customer avatar; it’s a very important step that will be the basis of any success created by your campaign.

Step 2) Strong Opening Hook

While it might be a lot harder to leave a physical seminar or conference, it only takes a couple of clicks of the computer mouse to leave a webinar. This means you need to capture the attention of your audience almost immediately. A good hook will keep your audience around until the very end.

There are two easy ways to make sure you have a strong opening hook:

  • A big promise: It’s important to understand that your prospects are making a conscious to decision to trade their time to learn whatever you’re teaching. If they don’t know exactly what they’re going to learn, they’re going to be much more likely to leave. Even worse, if what they’re going to learn is not that exciting, they’ll just leave right away. I start all of my sales webinars with a promise of what the audience is going to learn by watching the webinar; the big promise needs to be exciting. You can also extend your promise by highlighting what problems you’re going to solve for them. HINT: This is where the customer avatar comes in handy.
  • Engage the audience: Remember, webinars are not videos. They are NOT one-way keynote presentations –your webinar should be a conversation. Why? Put simply; conversations lead to conversions. How can we start conversations? Ask questions! Engage the audience right from the beginning. Set the stage.

Step 3) Content With a Purpose

On a webinar, you have a limited amount of time to teach, usually about one to two hours. You simply can NOT teach everything, nor should you try. When you give all of the information up front, your prospects will become overwhelmed and never take action. Your goal is not to fill their heads with information, but instead to get them to take action. Your job is to guide your audience through transformations.

Not only should every piece of content you teach further the sale, but it should also give you the chance to show proof and results. Proof helps kills objections, and remember, we want to kill objections throughout the entirety of our content. Also, your content should keep people engaged. The more questions you can ask the audience, the better off you’ll be. Finally, your content should be perceived as valuable; it must be something your audience wants to learn.

An easy way to keep your audience engaged is by launching polls throughout the webinar. Not only does this keep them engaged, but it also gives you valuable data after the webinar is over:

Webinar poll, question

Most importantly, you should be teaching AND selling at the same time. Most people make the mistake of teaching and THEN selling; this mistake leads to a very awkward transition when it’s time to make the offer. Throughout the webinar, you need to teach your audience what to want. When you get to the offer, your product or service will be exactly what they want!

Your job is to keep your audience watching until the end. This is generally done with great content and an engaging speaker. However, there are also some strategies you can use to get people to stick.

For example, a strategy that works very well is uploading a bonus file, locking it, and then unlocking it at the very end to reward people for staying:

Webinar files, upload

A simple strategy like this will give your audience another reason to stay.

Step 4) Create an Attractive Offer

If you’ve done a good job up to this point, then your audience will be ready for the right problem; they’ll understand exactly what problems they have and also what goals they want to achieve.

Every irresistible webinar offer includes these characteristics:

  • It’s clear and easy to understand.
  • It’s easy to use and either saves time or saves money.
  • It should be a great deal that they can’t get anywhere else. The price should be a no-brainer.
  • It solves obvious problems.
  • It’s only available during the webinar promotion. If they wait, they’ll miss out completely.
  • It’s easy to buy.

There’s nothing magical happening here. In fact, the more “straightforward” you can keep your offer, the higher your conversions will typically be. You can also increase your conversions by “stacking the value” after introducing your offer. This is usually done by including exclusive bonuses for those who purchase on the webinar.

Step 5) Just Keep Going

Please don’t make this mistake of ending your webinar right after you make your offer. This is a huge mistake, and it will drastically decrease your conversions. You need to keep the conversation going, keep the excitement high and keep killing objections until they’re all crushed.

After you make the offer, it’s your turn to make the buyers’ feel like they might a great decision, and at the same time, make the non-buyers jealous. We can do this by welcoming the buyers by name and by future-pacing what they’re going to get. You can start showing the audience sneak peeks of what the buyers are going to get access to. Prospects who are sitting on the fence will start to feel like they’re being left behind, and nobody wants to feel like that.

Finally, you can start the strategic Q&A session at the end of your presentation. I say “strategic” because you’re not going to use this time to answer every single question. That’s impossible. Instead, you’re going to answer questions that kill objections and help further the sale. Chance are, if one person has a question, other people in the audience also have that same question. If the webinar ends and someone still has questions about the offer, then there’s a good chance that he/she will pass completely.

Finding the answers on the Internet, A close-up of a keyboard with teal highlighted text Q & A

You can even prepare some great questions yourself before even running the webinar. When you get to the Q&A session, you can start answering these questions; essentially, you’re continuing to sell by answering any questions that you couldn’t get to within the content section.

Step 6) Follow-up with Your Audience

Usually, you can double or even triple your sales after the webinar is over. How? Simply by following up. However, it’s important to follow-up with your audience based on they engaged with the webinar. For example, prospects who didn’t even show up should get a different email from prospects who watched the entire webinar.

There are four main groups:

  1. People who didn’t show up.
  2. People who left the webinar early.
  3. People who stayed the whole time but didn’t buy.
  4. People who bought.

You can usually segment your webinar audience by using a third-party tool like Zapier, which will connect to your webinar platform and your CRM. Some platforms even have functionality like this built-in:

Segment webinar audience

If you’re not following up with your registrants after your webinar, then you’re truly leaving money on the table. You can read more about maximizing your webinar revenue here

To people who didn’t show up, we can send them a link to register for another webinar. To non-buyers, we can email action items, bonuses, proof, Q&A, etc. To people who left early, we can send them a replay video to watch so that they can finish the webinar.

Common Webinar Myths

Hopefully at this point, you’re excited about how you can use webinars to generate leads and drive revenue in your business. However, you might still be worried that webinars aren’t going to be a great fit. There are a few common myths when it comes to webinars, and I want to address them here:

  1. Webinars are hard to do, and you have to be good at selling.
    • Webinars are fairly easy. Remember, it’s all a step-by-step routine that is completely planned. To master any routine, you just need a little bit of practice.
  2. Webinars are uncool and boring.
    • This is true if you teach and THEN sell; if you teach AND sell, then you’ll deliver tons of value to your attendees and make sales at the same time.
  3. You need a product to run a webinar.
    • A product will help, but it’s not required. You can use webinars to promote affiliate offers, sell a service, or even sell an info product you’ll deliver in the future.

Just remember, you can always improve your webinar. After you run it the first time, you’ll get very valuable feedback and data that will allow you to make it even better for the next time. There’s NO limit to how many times you can run a webinar. The goal is not to run a webinar once, but instead to create a webinar that you can scale to generate loads of leads and tons revenue for your business. Successful webinars can be run for more than a year without changing a thing! So yes, there is some upfront work; however, once your webinar all put together, it only takes one to two hours to run.

If you enjoyed this article or have any questions, please let me know in the comments below! I’d love to hear from you.

creating-a-profitable-webinar

Image Credits

Featured Image: PixelsAway/DepositPhotos.com
In-Post Photo #1: gustavofrazao / DepositPhotos.com
In-Post Photo #2: elenabs/DepositPhotos.com
In-Post Photo #3: karenr/DepositPhotos.com
All screenshots by Wyatt Jozwowski. Taken July 2016.

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Wyatt Jozwowski

Wyatt Jozwowski

CEO at Demio

Wyatt Jozwowski is the CEO & Co-Founder of Demio, a webinar platform built for inbound marketing and sales. He's built ... [Read full bio]

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