How to use webinars to engage and convert customers without selling to them
Lesson 21: How webinars engage and convert customers without selling.
Included in this lesson: An in lesson guide to the best webinar system for your business budget.
James, quiet, shy and working in accounting has been going out with Sally, a beautiful, gregarious, party loving sales director for two years.
Despite several attempts, he can’t quite get the courage to ask her to marry him face to face.
He decides to call her instead.
After a few minutes small talk, “Hey darling, would you uh, marry me?” he asked tentatively.
“Of course I will, you silly boy!” she replied enthusiastically. “Who’s speaking please?”
If only all customers said yes so easily!
If you can’t beat ‘em, join a webinar
I must have missed something but in the last 2 -3 years, Facebook have revolutionised the way we communicate and how marketers offer value.
They’ve tapped into an obsession we all have to create a new way of engaging customers.
Consumers’ obsession with craving video has made webinars all the rage and everybody does them now.
A webinar is just a seminar conducted online and the format is usually the same:
- A prospect who is persuaded into entering a funnel created via ClickFunnels promoting a webinar that offers genuine value, puts the date in her calendar and gives up 1-3 hours to understand a topic in more detail
- A moderator who introduces and manages the webinar
- One or more presenters
- The presentation
- A question and answer session.
It’s a powerful and dynamic sales interactive sales tool that allows prospects and businesses to use video and audio, presentations and conferencing to do a number of things:
- Inform customers of new products and services
- Run coaching sessions using presentations and live screens
- Promote and sell products and services
- Teach users how to use content or products
- Provide technical or customer support through training videos.
Advantages and Benefits of using Webinars
There are 7 benefits of using webinars over traditional customer engagement methods such as face to face meetings or online written content (like this article):
- According to Demio, webinars are a great opportunity to introduce and position yourself as an expert by demonstrating knowledge and authority on a subject.By doing them, you build brand awareness and trust.
- They’re a powerful way of engaging prospects as they have to be committed to showing up at a precise time and committing to you by consuming your content “live”. Before anyone gives you’re their money, you have to obtain their time.
- Webinars enable you to discuss the problems, issues, overcome objections and offer solutions relating to your customers in a less “salesy” way by providing value added information. You’re education the customer on WHAT they want, so by the time you make the offer, they are already persuaded.
- Webinars are a low cost option compared to live, face to face events. They’re convenient in that they don’t require travel and can be broadcast internationally.
- They can be recorded and reused or repurposed making it easier and cheaper to collect new, qualified leads and expand your marketing funnels.
- Interactive webinars help you understand the needs of your target audience through Questions and Answers, surveys or feedback, which then allows you to customize your products to what they want.
- Webinars can also be used as a revenue stream by making them PAID events and you can even lead them through the funnel to opt into continuity membership schemes.
The best webinar tools for business
There are a large number of comparisons for webinar tools here, here and here but if you want something that’s easy to use, not hugely expensive and can offer all the features described above, in my view these are the best three options:
GoToWebinar is the most reliable, popular and easy to use software for webinars and online presentations.
I’ve personally used GoToWebinar while working for Siemens and Systemax and In three years, it never, ever failed even when used across 10-12 countries for 2-3 hours at a time.
You can share desktop applications, files, presentations as well as record videos as well as pass control to others.
GoToWebinar starts from $89 per month for 100 attendees increasing to $299 a month for 1000 attendees so while it’s the most robust, it’s not the cheapest.
StealthSeminar is also incredibly to use and allows you to automate the whole process of running webinars and recorded webinars.
It offers lots of great features like integrations to email service providers, moderation tools, detailed analytics and split testing to improve conversions.
Stealth Seminar will cost you an initial $97 to register, then a monthly fee of $69.95 per month for up to 150 users.
I’ve found Easywebinar the easiest and fastest to learn and use.
It’s a cloud hosed webinar service that allows you to do the following things really easily and cost effectively:
- Uses YouTube live to do live video streaming for unlimited attendees
- Create and use pre recorded webinars to save you time
- Links easily with ClickFunnels and Funnel Scripts to give you automated funnels
- Works with any website and includes beautiful webinar templates
- Allows multiple presenters, one click sign ups, social share, chat bot integrations and backed by Google technology
It costs $497 a year and you get a $2,300 bonus package for signing up. There are no monthly fees.
Disclosure: I like this service a lot and became an affiliate so if you decide to use this, I’ll get a small commission but it doesn’t cost you any extra. It’s paid by Easywebinar.
Take Action Now!
- Go to lesson 15 and download the 3 phase funnel that you should use in your business. Get it here.
- If you’re using this funnel, see what type of content or offer is suited to a webinar.
- Once you’ve selected the service, product or offer , select the webinar tool you’re going to use. I have a bias for Easywebinar because it’s super easy to use, but I also like Zoom too. I use them both for different things.
- Use the Webinar Best Practices Checklist from the Wordstream blog entitled “How To Do A Webinar Your Audience Will Love” and setup your webinar sequence using the checklist. I’ve summarized it below.
- Decide on just one topic – don’t complicate it by adding others.
- Select a presenter that really knows the topic and is happy presenting in public on either audio and / or video.
- Select the right webinar format – slides, discussion or interview?
- Drive traffic using Facebook Ads to your email list and to new subscribers.
- Create a high quality slide deck with a strong script – but don’t just read off the slides or you’ll lose the audience.
- Setup your webinar platform, ensuring you backup batteries and spare cables handy.
- Test your campaign tracking and analytics
- Make sure your studio space is quiet, has no distractions and always use headset microphones and / or a land line.
- For the first few webinars, ask someone to help out. Things WILL go wrong!
- Use questions to engage the audience and add photos and biographies of the presenters to build credibility.
Want a webinar funnel that’s really easy to set up and collect customers and payment?
Just look out for lesson 22. See you then!
All the best!
Christopher Pereira.PS – If you’re stuck, email me directly at firstname.lastname@example.org and I’ll personally help you through your business issue. No call centres, help desks or customer services. Just me and my kleptomania. When it gets bad, I take something.