Editor’s Note: Kenneth Dennis, entrepreneur, and marketing consultant penned this fine post as a Leadpages Guest Blogger. Interested in writing for the Leadpages blog? Hit us with your best shot!
For small business owners, webinars are a powerful lead magnet to transform cold web traffic into sales.
Webinars and online training sessions present an opportunity to get prospects in a setting that commands attention, delivers value, and sells high-ticket services or products.
Creating a great webinar combines leveraging sales skills, understanding buyer psychology, promoting a specific (irresistible offer), and showing off your brand’s unique personality. Take it from Kenneth Dennis, entrepreneur, and online course expert, who teamed up with Karla Dennis, entrepreneur, and tax expert, to create the “Online Tax Saving Program” webinar. Kenneth used Leadpages to create her lead generation campaign that led to well over $100K in revenue in 2018—and it all began with a single webinar.
Like many small business owners, Karla didn’t relish the idea of spending time in front of the camera.
As a first-time webinar host, she knew she’d need to rely on a proven process for learning about her customers and locking up her content so that she could deliver confidence when it came time for lights, camera, action.
In this article, we’ve broken down Kenneth's five-figure campaign into 5 simple steps that we’re confident will work even for the webinar newbies among us.
Step 1: Create a Facebook Ad
Knowing that her webinar needed to attract a small group of highly engaged registrants, Karla turned to Facebook advertising. Drawn to Facebook’s unparalleled audience targeting capabilities, she focused on creating the kind of ad that would appeal to the streams of people who habitually scroll through their Facebook ads in search of infotainment.
This is known as native advertising—a specific type of (often digital) advertising that attempts to match the form and function of the platform upon which it appears. In this case: Facebook.
Like viral content that takes social media by storm, Karla recognized the power of Facebook advertising not just to attract eyeballs but to engage with a carefully targeted audience. It requires “the right mix of creative assets and content,” she says, “and with a little budget behind it, a winning combination can spread a message extremely quickly.”
With that strategy in mind, Karla went to work building her own Facebook ad landing page campaign.
When it came time to create the ads themselves, Karla focused not only on delivering her message but encouraging her audience to engage (via shares, likes, and clicks).
In her estimation, the three most important elements to a successful ad are:
- Communicating authority (and credibility)
- Choosing a native format (video works the best)
- Compelling copy (and a great headline)
Here’s an example of the Facebook ad Karla produced for her webinar, with all three elements:
To test if you have a great Facebook ad on your hands, Karla suggests you post it to your Facebook business page first and. “If the post gets a lot of traction organically, you can amplify it quickly to reach more people,” she says. “If your ad doesn’t get traction, then continue producing content until you find one that works. Then amplify it with ads to spread it to the masses.”
Step 2: Create a landing page
To optimize the process of capturing leads, Karla created a landing page with Leadpages.
She used the tool’s easy-to-use drag-and-drop functionality to create the perfect landing page to promote her webinar and capture leads, knowing that the perfect combination of elements can move the dial for her conversions. She started with a landing page template so it cut down on the design time.
Like her Facebook ad campaign, she focused on including a few key marketing elements that were most likely to ensure her success:
- Social proof
- Key takeaways
- A countdown timer (to promote scarcity)
The webinar landing page converted at a 42% conversion rate. Here’s what Karla’s landing page looked like:
Step 3: Have a kick-butt webinar offer
A key step to building a successful webinar is to deliver (super) high-value content and then position your offer in a way that your audience finds truly irresistible. Of course, this is easier said than done.
In a webinar setting, people have generously agreed to spend time with you and you have only a brief period to really hook customers and compel them to take action.
One way to make people act fast is to leverage the principles of urgency and/or scarcity.
When you do this, you cause your site visitors to wonder:
“Will the price go up soon?”
“Will a bonus disappear?”
“Does the offer expire soon?”
Here are some core things Karla made sure she hit on her webinar that moved the needle:
- Start with a title slide: Thank participants for being there and share how the webinar will be different than others.
- Tell them who this is for: Most webinar registrants want to know if this is for them. Tell them at the beginning and throughout the webinar so they stay interested.
- Hook ‘em until the end: If registrants stay until the end of the webinar, give them a free gift so they are incentivized to watch the full presentation.
- Establish authority: Tell viewers why they should listen to you. Give them some context about you. List your accomplishments, accolades, and unique selling points so they respect you.
- Tell your story: Share how you got started. Don’t leave out the ups and downs as it’s important for your audience to see you as vulnerable because they will develop empathy and forge a stronger connection.
- Present three secrets: Share three secrets they will learn in the webinar. Break objections and Teach them. It’s the quickest way to crush your sales because they will leave as if they know everything.
- Present an offer at the end: Transition to the offer at the end of the webinar. Re-state exactly what was learned. Then, share an offer and benefits. Make sure your offer is benefit-focused and not featured-focused. This will drive higher revenue.
- Include a deadline: Let registrants know of your amazing offer and that the listed price will only last for a limited time. You can even create a bonus if registrants sign up the day of the webinar. This drives scarcity and drives action from your customers.
Step 4: Survey your audience
Your webinar is a one-to-many communication model, but that doesn’t mean that your message should stay ‘high-level’ and only include general terms.
The more intimately you know your audience and the better you understand their objections, the more effective you’ll be in pitching your offer and closing the sale.
Therefore, Karla recommends you survey your audience in order to get a consensus of what they feel and what they need the most.
After all, customer-centric marketing means that you put their needs over your own, and strike a healthy (strategic) balance between what you want to say and what your audience needs to hear.
Karla recommends surveying your audience in an attempt to “find collective group objections and smash them (if you want to be able to sell to the masses.” How does she do that?
She starts by creating a survey question that immediately appears after webinar registration and asks people to respond to: ‘What is your greatest problem when it comes to _________?’”
More than 80% of Karla’s registrants filled out the survey prior to the webinar, which supplied plenty of data to analyze collective trends.
Thru polling her audience, Karla is able to better understand her market, discover false beliefs, and address them during the webinar.
A false belief is something your audience believes that is false around your product or service that would cause them not to buy it. They are also commonly called sales objections.
In Karla’s case, her audience had a false belief that the tax code is only for the rich and they can’t get the same benefits as the rich do.
What did Karla do with this unique insight?
She adjusted the content of her webinar to teach her audience what they could do to counter that belief. She even coined the segment as “a little-known trick to lower your taxes even if you aren’t rich...”
Ready to put a single-question survey into action? You can put a survey on the thank you page within Leadpages.
- Create a question about the #1 problem about [subject].
- Analyze what your audience says, then find common objections.
- Turn objections into a sales weapon.
Love this tip and want to take it to the next level? Here’s a great resource on how to join the conversation inside your customers’ head.
Step 5: Maximize lifetime value with a follow-up sequence
Of course, you’ll certainly get some webinar registrants who are ready to buy right after you turn the camera off, but the majority of your revenue will likely rely upon your ability to nurture new leads. It’s all about the follow-up.
To nurture her post-webinar relationships (leads), Karla took a number of critical steps, she:
- Developed a system to get people who missed the webinar to watch
- Continued combatting objections
- Developed evergreen value
- Encouraged registrants to purchase
Here was her method:
A. Facebook Retargeting
Retargeting (also known as remarketing) can be a powerful way to re-engage almost-lost leads. Average show-up rates for webinars are around 15 to 20%, which means that 80% of people who registered won’t watch a webinar. As a result, you’ve lost the opportunity to build a relationship and create a customer.
Karla worked around this was by creating a Facebook custom audience targeting people who registered for the webinar but didn’t watch it. She opted for a link-click campaign on Facebook Ads to extend its reach.
The result? Nearly 600 link clicks, with a cost per link click of $1.57… Not too shabby!
B. Objection Sequence
Most people will still have objections and questions post-webinar, so address them with a follow-up sequence.
For that reason, Karla sent registrants emails for three days following the webinar and attempted to address their objections via video. Here’s what it looked like:
In addition to addressing some of their education-related concerns, she also produced a video that tackled overcoming barriers to purchase.
As mentioned above, a common objection for customers in Karla’s demographic is a fear the IRS will come after them if they try to maximize tax deductions. So, she created an email that sends people to a 20-minute training video teaching viewers all about this subject leading. That same video ends with a message that restates the offer to get viewers to purchase.
This is effective because the value is delivered right away and the sales message follows.
Pro Tip: Know your customers’ objections. Be creative with the type of content used to educate your audience. Always making sure to hit major objections. The more objections you tackle, the longer the sequence should be to properly address them.
C. Countdown Sequence
If your prospect still doesn’t make the purchase after the email series, move them into the countdown sequence.
Karla created a series of emails that gave people an extra bonus add-on to the offer if they bought before the deadline.
Takeaway: Think of ways you can increase your brand value and drive home scarcity to get your audience to act in the 11th hour.
Don’t think you can scoop up leads or sales post-webinar? Think again. More than 65% of Karla’s webinar campaign revenue came from a follow-up sequence, which is proof of a good follow-up strategy.
Ready to generate leads and close sales with a (WOW) webinar campaign?
Despite the fact that this was one of Karla’s first major webinar campaigns, she executed the campaign like a pro. She understood who her audience was, showed her expertise, delivered an amazing offer, and drove her campaign home with a rock-solid follow-up strategy.
Don’t expect your first webinar to be perfect—it won’t be. But the real key to success is getting started, gauging the response of your audience, and learning along the way.
Keep in mind that a great webinar is never finished. It’s an ongoing process of figuring out where the most people get excited during your presentation or where they fall off get confused and addressing their objections throughout the customer journey.
If you focus on the steps listed above, any beginner can have a successful webinar.
Meet the author
Kenneth R. Dennis
Kenneth Dennis is a Direct Response Consultant who helps experts turn their knowledge into high-powered online courses. His agency specializes in high-converting webinars, information product positioning, and Facebook Advertising.
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