As you create your following one of the most daunting tasks is to keep them engaged.
Social Media posts can only go so far. You are constantly following up with posts and comments but what your followers are really looking for is more!
The dry posting of words (your blogs or emails) can only go so far. YouTube videos can provide invaluable training and important information to your followers/customers, but it is the webinar that has the ultimate value for you. Not far behind are the Facebook Live, Instagram live, Periscope and the relatively new live event platform Patreon.
The Facebook Live events, or similar, are great for immediate interaction but they are limited in the information you can provide. Very few who host these events cover all the information on a particular topic or scenario. In most, screen interactions are somewhat limited. I liken the social media live events more like when you are attending a seminar and then at some point, you are sent into smaller discussion groups. The discussion group is your live event. Effective, but your Webinar can do so much more.
Your webinar is the seminar. Outlined with the topics you want to cover. They are more informative and structured than the typical social media live event.
Your typical webinar starts with an introduction to yourself. Most of your attendees, however, already know something about you, so keep it brief, and on topic. Discuss how your experiences have allowed you to become an expert on your topic chosen for your webinar. Those attending your webinar will need to know why they should be listening to you, not necessarily your life’s history. Be confident, organized and respectful.
The body of your webinar will cover a specific topic. Figure out what your followers are looking for and create the ideal workshop for them. The most typical means of presenting your information is through powerpoint slides. If you are able, use short videos. Your presence on screen is equally important as people do not want to just hear you they want to see you.
This may be hard for some of you but try to be entertaining as well. There are times when a little humor or lighthearted comments can go a long way.
Initially, have your webinar live so you can take people’s questions. So many webinars these days are recorded. If you advertise a live event be sure it is a live event.
If it is a recorded event, or you make your webinar available after the initial presentation, be sure that people tuning in know this.
Automated webinars are becoming all too prevalent these days. Not that this is wrong, but the advantage of a webinar is the interaction and those watching may just prefer to watch at a time they can receive immediate responses to their questions, not an email at a later date (if at all). If you are preparing a recorded webinar, encourage people to send in their questions. Be sure to answer reply.
Back to the information: be relevant, be able to back up your comments and have this information near you while you are presenting your webinar. Remember, people are taking time out from their schedule to listen to you so do not shortchange them.
Create a roadmap. Know your destination then create your outline of how you are going to get there. What roads will you take (topics to cover) and what stops will you make ( any bonuses you could offer).
Webinars provide the perfect environment for promoting and selling your product or service and this ultimately will be your destination.
Why do people choose their destinations? Understanding this is key to creating that successful webinar. Those who are attending your webinar already have an interest in what you are presenting so now you have to create the journey that will move them, inspire them and encourage them to want it NOW.
Know your offer. What can you do to make it irresistible? Many times an add-on will work wonders in edging your prospective customer to purchase. Limited time offers to create an atmosphere of urgency, as does limited spaces available, depending on what your product is.
But most of all how they perceive your product’s value will be the fuel that drives them to make a decision.
It is critical that you understand your offer inside and out. During your webinar cover all the bases. Meaning, all the pros and possible cons of why someone may like or dislike what you have to offer. Be prepared to handle any and all objections. Most of all do not just sell, listen. Listen to what those attending are saying.
Remember, you are solving their wants. Whether it is a product or service, what you have to offer needs to be the answer they are looking for. Can you really help them? Does what you have to offer really help them?
Know what you will do once they enter your sales funnel, how will you guide them on their journey. Be prepared to create that roadmap for them to continue their journey.
The tendency is to have everything you are going to say on the slides. If this occurs then your attendees will most likely tune out. Your slides need to be bullet points from which you explain in greater details. Include the use of graphs and photos as well as the written word. As mentioned if you can create a short video to also demonstrate any points you are making do so.
You need to be the authority so be prepared.
Work your pitch into the process, how you can help, how your product will help and create that need.
I listened to a speech the other day and I smiled as the speaker said this: “Remember the days of the infomercials selling their product. Just when you thought it was over, and the product sale was complete they would say WAIT, there’s more, and introduce a product that you need, that you didn’t even know existed in the first place”. This format was started decades ago and is a practice that is still effective now. As cheesy as this may sound, create your “more”. Do not be afraid to sell it.
So, now you have created your outline, worked on the particulars, you now need to drive traffic to your webinar. Your audience needs to find you, you need to find them.
Several steps to follow in your promotion, just like promoting your product
Create a landing page that encourages them to sign up. Outline what they will learn. Make it easy for them to sign up.
You will need a webinar service that is suitable for you at this time. A service that will provide you a step by step guide is beneficial if you are new to presenting webinars.
You will want to collect attendee information and be able to send them reminders. If for some reason they were unable to attend be prepared to send them a recorded video or perhaps a rescheduled date for a repeat webinar.
Get their permission to send them more information on you and your company so even if they fail to show up you can still add them to your subscriber list. Create an autoresponder email series that is focused on what your webinar was all about. Provide them with the opportunity to learn more about you. Creating that know, like and trust atmosphere.
Examples of a couple of webinar services are GoToWebinar, Zoom, Google Hangouts, and Skype but there are many others. Some are free platforms, some have paid platforms. If you are new, start with the free platforms. As you get more adept at your presentations sign up for the paid service as they tend to provide more tools to create better webinars, aid in scheduling, attendee monitoring and more.
There are many reasons to record your webinar. The recordings can be used in the future as a sales bonus, a learning tool for you or simply allow you to circulate it again and again.
Above all, do not be afraid to host a webinar. Be prepared and most of all have the confidence that you know what you are talking about. If you believe what you have to offer has value then that will be visible in your presentations.