Let’s face it. Our baby is ugly. The word “webinar” has become synonymous with “boring.” But for a minority of B-to-B marketers, webinars are money in the bank. Are you wondering how to use webinars to increase sales and generate leads? I’ve discovered the answer: Helping viewers get so confident, so trusting, that they jump at the chance to engage more seriously.
On average, most webinars keep 40 percent of their listeners attention from start-to-finish. My webinars keep 94 percent of attendees to the end. My best webinar had a 29 percent close rate.
I’m not bragging; I’m following the success tips of others and sharing what I learned with you. Here’s how to use webinars to increase sales in five steps.
The 5 Steps to Success
- Go beyond relevant: Make the title irresistible. Your topic must be goal-oriented-specific to a pain, fear, goal or ambition of your customer. More importantly, your title must promise complete satisfaction in a way that customers cannot resist acting on (signing-up AND showing-up).
- Skip the introduction. Other than a passionate 30-60 seconds on why you are bothering to invest your time, skip it! After all, you’re talking into the air at them, alone in a room. You must be on a mission. This is where you connect with the audience. It’s do or die.
- Promise viewers something NEW. Literally say to them, “I know you don’t have time to waste, so I’m not going to waste it. Most likely, what I’m about to tell you about ______ (insert audience’s goal or pain) will be new to you … you’ve probably not heard this before.”
- Meet that expectation & create hunger for more. Give insights and next steps they’ve never heard before. Be crystal clear. Use stories to illustrate, punctuate. Guide prospects in ways that encourage them to ask more questions and creates intense curiosity in what else you can offer (e.g., what you sell).
- Help customers, and yourself, with a call-to-action. At the end of your webinar, if you’ve structured it correctly, viewers will crave more from you. They’ll want more clarity, more insights … more specific details about you or your business. Your call to action gives them a way to satisfy that hunger—and it gives you a lead (or sale).
Want to see a webinar like this in-action? Check out this LinkedIn webinar and come back to the five steps above—notice how it follows these guidelines.
Without This Essential Piece You’ll Fail
Many webinar hosts unknowingly sabotage their programs—even after following the above guidelines. They forget the basics of good communication. If you don’t follow the Golden Rule it will cost you:
- Tell them what you’re about to tell them (the main insight, short-cut, better way or remedy)
- Tell them the “better way” (at a high level, yet specific)
- Tell them what you just told them (come back and remind of the main point)
This approach serves your most essential goal: Getting customers CLEAR on your message. Without clarity your webinar will fail
Remember the last time you were clear—really clear—on something? Remember how you felt? Remember the sense of confidence that came with your “ah-ha moment?”
That’s your webinar’s job: get buyers crystal clear, confident in themselves and trusting you.
Structure the entire webinar to follow this flow. Similarly, structure each section of your webinar this way. Doing so will help you sell toward the end.
Make Every Second Count
Most webinars are not bad. They don’t suck. The are horrible in every way. Don’t let yours fall into this category. Use the above “format formula” to structure your webinar. Make it grab and hold your audience to the very end. Make it generate leads. Make every single second of your presentation specific to “what’s in it” for them.
Here’s what I do: When done creating your images and script go back over your presentation. Ask yourself, “so what?” on each image.
Once you’re done crafting the message, it’s time to forget about “the what.” Focus on the WHY. If you cannot answer the question, “why does this matter to the viewer?” with conviction rip out that image and/or section of your scrip.
Push yourself. Now you know how to use webinars to increase sales. Good luck!