how to turn webinars into your most effective sales channel
TRANSCRIPT
How To Turn Webinars Into Your Most Effective
Sales Channel TIM PAIGE - SENIOR CONVERSION EDUCATOR AT LEADPAGES
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Tim is a husband and father (with a 3 year old boy and another boy due in December, yay!). He’s the Sr.
Conversion Educator at Leadpages, and has hosted over 750 live webinars in the last 3 years. When he’s not
husbanding, fathering, or webinaring, he can be found in his recording booth, recording voiceovers for the biggest
shows on television.
TIM PAIGE Sr. Conversion Educator, Leadpages
@TimThePaige
@Leadpages
#KissWebinar
@TimThePaige
1 Why Webinars Are Relevant
2 How To Fill Your Webinars
3 How To Host A Fantastic Webinar
TABLE OF CONTENTS
4 My Personal Favorite Webinar Structure
4 The Biggest Mistake I See People Make
WATCH WEBINAR RECORDING NOW
Just A Preface: We’re going to be
focusing on webinars as a sales tool. You can use
webinars for many purposes, but this is
specifically about using them to sell.
Why Webinars? AND AREN’T THEY “DEAD?”
The people who say webinars are dead just haven’t learned how to use them effectively.
WEBINARS ARE NOT DEAD
• Webinars are a powerful bridge between free content consumer and buyer
• Your content starts the relationship-building process and warms up your prospects for you
• Your webinar cements that relationship and then naturally provides an opportunity for them to buy your product(s)
Average sales conversion rate on our webinars
SOME LEADPAGES WEBINAR STATS
34%
Total number of leads generated from webinar
registrations in 2016 alone
SOME LEADPAGES WEBINAR STATS
32,072
Average sales conversion rate when someone
listens to our podcast, then registers for a
webinar
PODCAST LISTENERS -> WEBINAR STATS
66%
Average sale increase of podcast listeners who register for a webinar
PODCAST LISTENERS -> WEBINAR STATS
+$68
How To Fill Your Webinars
1 Be Congruent With Your Content
HOW TO FILL YOUR WEBINARS
One of the best ways to have success promoting a webinar is to ensure your webinar topic is congruent with your content marketing
Example: A Health Coach
promoting a webinar about super foods will most likely get poor
results promoting it on a blog post about yoga.
1 Be Congruent With Your Content
2 Have A Clear Call-To-Action
HOW TO FILL YOUR WEBINARS
1 Why Webinars Are Relevant
2 Have A Clear Call-To-Action
FIRST… A FEW KEYS
HAVE A CLEAR CALL-TO-ACTION
• Regardless of where you’re promoting the webinar, the call-to-action (and whether it feels like a smart next step) will likely determine your registration results.
• Consider where you’re promoting the webinar and how you can provide an awesome experience that feels natural.
A CLEAR CTA IN A PODCAST EPISODE
“That’s such a great point, John. List building really is one of the biggest keys to success in online business. That’s exactly why we’re hosting a live webinar this Thursday at 3 PM Eastern which shares the 3 things we do that grow our list faster than anything else. People can register by texting leadpageslive to 33444, or going to leadpageswebinar.com. It’s a great way to get your questions answered and get an opportunity to hang out with me and quickly grow your email list.”
A CLEAR CTA IN A BLOG POST
A blog post’s CTA can be very similar to a podcast’s, but you have the opportunity to be a little bit louder within the post. Here’s an example of a CTA that’s for a download (but could be used for a webinar in a very similar manner):
1 Be Congruent With Your Content
2 Have A Clear Call-To-Action
HOW TO FILL YOUR WEBINARS
3 Use Your Other Assets
USE YOUR OTHER ASSETS
• In Your Sidebar • In Your Blog Posts • In Your Email Signature • On Your Thank You Page • In Your Welcome Email
USE YOUR OTHER ASSETS
• In Your Sidebar • In Your Blog Posts • In Your Email Signature • On Your Thank You Page • In Your Welcome Email
IN YOUR WELCOME EMAIL
How To Host A Fantastic Webinar
Address Your Audience At The Start
Be Transparent
Interact
Make Your Offer Crystal Clear
Provide So Much Value That You Could Sell The Webinar Itself
Follow Up
FOLLOW UP
Wow, Thank you so much to everyone who attended yesterday’s webinar called “xxxxxxxxx”. People were going absolutely crazy in the chat. Comments like:
—Insert positive comment—Insert positive comment—Insert positive comment
Did you get a chance to take us up on our special bonus offer? If so — congratulations! You’ll be so glad you did. Shoot us an email and let us know what you think once you’ve implemented.
If not, I’ve got great news. Because of the absolute success of the webinar, we’re offering a limited time replay that you can watch right now. Click Here to watch it. But don’t delay — it won’t be available for long… neither will the bonuses.
Can’t wait to hear what you thought!
-Your Name
P.S. Don’t forget to watch the limited time replay. Here’s the link: www.yourwebinarlink.com
My Personal Favorite Webinar Structure
INTRO
• Welcome Attendees (3-10 minutes prior to start) & front talk • Set expectations • Tease your offer (more on this in a second) • Brief “about me”
CONTENT STRUCTURE
• Content Piece 1 -> Tease • Content Piece 2 -> Tease • Content Piece 3 -> Tease • Transition to Pitch (“I Promised…”)
THE PITCH/OFFER
• Brief product pitch • Bonuses (more on this in a second) • Price anchor (if necessary… but we don’t do this) • Q&A (more on this in a second)
TEASE YOUR OFFER
“Anyone who says they can tell you everything you need to know to __________ in just 60 minutes is full of crap. I’m going to give you the foundation in this training so you can start making as much progress as possible on your own. I promise you, though, that at the end of the webinar, I’ll let you know how you can get access to my brand new ________, plus give you some awesome bonuses for taking action quickly.”
BONUSES
• Tons and tons of bonuses are unnecessary • The main purpose of bonuses is to create a sense of urgency and get
potential buyers off the fence • THE BONUSES AREN’T THERE TO SELL YOUR PRODUCT
2 OPTIONS FOR BONUSES
• Buy before the webinar is closed • Two bonuses if you buy before X date at X time, plus one amazing
additional bonus if you buy before the webinar is done
Q&A
• Answer as many questions as possible but be very strategic about which you answer when
• We’re not being shady about the way we answer questions, and we’re offering as much value as possible — but the key is to get people who were teetering on the fence to jump and buy as soon as possible (before they sign off)
Q&A STRUCTURE
• Start with 3-4 buying questions — most common objections, why yours is the best choice, if it’s right for ___ person, guarantee details
• Then answer 2-3 content-based questions specific to what you talked about in the webinar (leave the pitch out of these few questions)
• Then back to buying questions. Use these buying questions as an opportunity to reiterate the bonus offer, and add any additional details relevant to your product
FOR INFO BUSINESSES
• Lots of info-business folks give all of the details about what’s in their program right in the beginning of the pitch.
• That precludes you from being able to give an effective pitch because you’re too mired in details.
• Give a brief overview (very brief) of what the course is and what they’ll get out of it in the beginning of your pitch section, and then use the Q&A as an opportunity to go into more detail
The Biggest Mistake I See People Make
The Biggest Mistake I See People Make is Taking Too Long
To Get To The Content
DON’T TAKE TOO LONG TO GET TO THE CONTENT
• These people are on your webinar looking to get a result • If you spend too much time introducing yourself, setting up your
webinar, telling your story, defining the problem, and pitching the product, people will tune out and sign off
• Those things are important — but get to the content as quickly as possible
• Your first piece of content should be something that’s easy to understand and simple to take action on (like our Resource Guide Landing Page)
LEARN MORE
Start optimizing your marketing today with a free trial of Kissmetrics
TIM PAIGE Senior Conversion Educator, Leadpages
@TimThePaige
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
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