In the face of fast-evolving business dynamics and changing consumer demands, cyberspace offers the perfect haven to curate effective sales tools for meaningful brand communication. As these sales tools continue to modernize with time and technological advancements, one resource that needs a mention here is – WEBINAR.
The effectiveness of a marketing tool depends on the “value” it delivers. And precisely that’s why webinars are here – leveraging the digital arena to engage the audience meaningfully, share valuable insights, and strengthen your brand image.
But that’s what every other digital marketing tool aims to offer!! What is so unique about the webinar? and how do you create the perfect Webinar?
Let’s understand here.
What is a Webinar?
With technological advancements in cyberspace taking the world by storm, more people are now connected globally via devices. National boundaries are no longer a bottleneck for businesses to operate and reach their potential clients. Remote work offices have emerged as the latest fad. Even learning has shifted from classrooms to the virtual arena.
As such, the use of webinars has gained popularity across all sectors.
To define a webinar, it is an online video presentation, seminar, event, classroom lecture, or training session hosted using webinar software. Webinars are an excellent form of communication used to educate potential customers and learners, enthrall a mass audience base, and generate qualified leads for your business.
Webinars are more effective because they facilitate a two-way form of communication, providing a common digital platform for the presenter and attendees to impart, receive, and share valuable information in “real-time.”
Why is a Webinar Important?
From a business perspective, webinars are a powerful marketing tool that delivers value for your prospects and helps improve your bottom line
The importance of Webinars can be gauged form the fact that during the Pandemic of 2020 - 2021, 60% of businesses use webinars to engage their target audience through the entire customer lifecycle – attracting qualified leads and converting them to loyal customers. In other scenarios, webinars are used for demand generation (20%), customer training and onboarding (31%), press events (8%), employee training (16%), and all-hands meetings (10%).
However, lead generation is one of the primary reasons why businesses use webinars. A powerful webinar can help generate over 1,000 leads! But a striking fact is 73% of B2B marketers use webinars to attract leads, whereas only 17% of B2C companies leveraged this option.
Nonetheless, the benefits of using webinars for a business are numerous as mentioned herewith:
- Establish yourself as an expert in your niche
- Build communication with a wide audience base dispersed globally
- Engage your audience meaningfully with valuable information, interactive sessions, FAQs, and more
- Generate new leads for your business
- Deliver tremendous value by inviting an industry expert and leveraging their fan following
- Speed up the sales process and drive improved ROI
Simple Steps to Create the Perfect Webinar
If you have an awesome product or service you want to sell through a webinar, then discussed here are 7 important steps to get started right away.
#1 : Do you have an Offer at all?
The first step to build a perfect webinar is to determine if you have an offer so irresistible that it will tempt your customers to buy. Experts suggest understanding the pain points of your audiences and curating an offer that claims to address their challenges and add value. Additionally, create a sense of “scarcity” that gets your audiences to act right away. Highlight key USPs of the offer and include a powerful CTA that will inspire your prospects to sign up or make a purchase on the spot.
Remember, you only have a brief period to engage your target audience and get them on board. So, creating a powerful first impression is important that will make your attendees go gaga on your offer. In addition to an alluring offer, an authoritative script with limited period offers can hook your prospective customers in and make them desperate to buy.
#2 : Choose the right Webinar Format
Once you decide upon your target audience and offer, it is crucial to select the right format to present the webinar. For this you need to determine several factors – Do you want the webinar to be a panel discussion with several moderators and guests? Or it will be in Q&A format? Will there be only a single presenter for the webinar?
Stirring clear of how you want to present the offer will help you choose the right format for your webinar. Furthermore, the complexity of the topic/offer also influences your choice of format.
#3 : Have an Objection Strategy handy with you
It is important to understand that a webinar is a form of one-to-many selling, but amidst a shared and interactive platform. It is obvious you will face objections from your audiences while presenting the offer. So, be prepared to address these objections in a way that changes your audiences’ perspectives and turns them into paying customers.
How to deal with rejections? Ways to optimize your webinar script that will help obliterate the objections. These are some important factors to consider when creating a powerful webinar.
#4 : Conceptualize your Webinar against a Sales Funnel
The foundation of a good webinar lies in a smartly drawn sales funnel.
Creating a sales funnel for your webinar is important because it helps decide whether you will present your sale offer at the end of the webinar or give a quick recap. What do you think will have a better impression on your audience and drive more revenues? It is also crucial to determine the right time to start promoting the webinar to attract more attendees and registrants. Should you use a lead magnet or an incentive? Or do you need to send your target audience pre-webinar content to build interest?
The whole objective should be to curate a webinar around the sales funnel.
#5 : Meticulously craft the Webinar’s Content
This is the most important part of building a webinar your audience will love – curating content pieces that will engage and enthrall your prospects, and inspire them to buy.
Be very clear and straightforward about what you want to educate or promote through the webinar. Define the desired outcome of the presentation and share this with your audience as the goal. Make sure not to bore your audience with a series of bland slides. Create an excellent slide deck that will emphasize and strengthen the points you want to focus on the script – back up with statistics and visuals, and make it captivating.
Most importantly, do not undermine the importance of a strong script to make your webinar successful. No matter how skilled or knowledgeable you are on a subject matter, it takes a powerful script to talk for over an hour and keep your audiences hooked on.
“If you’re moderating or presenting, definitely prepare yourself a script,” says Chris McHale, Nurture Marketing Specialist at WordStream. He further added, “There’s a lot of logistical things to think about, so even if you think you know what you want to say, you’ll be surprised at how quickly you forget once you get into presentation mode. Create a list of the questions as they come in so you can keep them organized. Lastly, relax! It can be a bit overwhelming running your first live webinar, but just have fun with it and do your best. The attendees are there to listen and learn, not judge.”
#6 : Timing is the Key
For your webinar to be successful, timing plays an integral role – particularly when your audience is widely dispersed across the world.
When picking the right time for your webinar, some important factors to consider are the work pattern of your target audience, time zones, national holidays, engagement ratio, etc. For instance, midweek – Wednesdays and Thursdays – may be the perfect time to host your webinar because they have high attendance rates. On the other hand, weekends drive poor engagement levels because most people are busy relaxing on Saturdays and Sundays.
If you are not sure when is a suitable time for your webinar, you can host a quick poll to gather audiences’ feedback. You can also use Google Analytics data to analyze peak activity sessions of your site to determine the right time to host the webinar.
#7 : Make the most of your Webinar with Campaign Tracking
As you know, webinars can be a fantastic lead generation tool. However, to ensure your campaign is performing properly, it is crucial to have the right tracking parameters in place.
Are you targeting audiences in a particular time zone? Can you integrate tracking links in your offers? What is the objective of your webinar – to drive leads or educate? Based on your segmentation and targeting, set the parameters and test them ahead of time.
So, now that you know the basics of creating a good webinar, let’s talk about a time-tested online resource for webinars – “The Perfect Webinar” by Russell Brunson.
“The Perfect Webinar” – A Quick Guide to Perfect Your Webinar Scripts :
“If you can copy and paste, then you too can have a webinar that converts!”
This is how Russell Brunson welcomes you when pitching for “The Perfect Webinar.” But is it that simple to create a good webinar?
Russell claims that The Perfect Webinar is a result of his 15 years of experience in hosting innumerable live webinars and perfecting his skills during this time. He says he uses the Perfect Webinar script every time he makes a presentation and his “sales would explode!” For your information here, Russell Brunson is an acclaimed internet marketer, the co-founder & CEO of ClickFunnels, and the New York Times Bestselling Author.
Essentially, The Perfect Webinar is a script and course you can use to build your own webinar and create a buzz in the industry. The same script can be used across every niche and target market. Through this course, you will learn the skill that will help you to “speak and sell anywhere.” Interestingly, the script can also be used to create sales videos, YouTube videos. Facebook or Instagram lives, and much more.
There are 4 Key elements of The Perfect Webinar script:
Intro and Rapport
The introduction section of a webinar plays a pivotal role in creating an impression, building rapport with the audience, attracting their attention, and inspiring them. So, the introduction should focus on being empathetic towards their problems, dispel their fears, address their suspicions, encourage their goals, and show them a path.
Russell emphasized that your persuasion should not begin at the end of the presentation; it starts right when you face the audience.
The One Thing
The second part of the script describes how to create that “one thing” your prospective customers will find irresistible and pay for it. The author says that a successful webinar is not about getting your customers to believe too many things. The presentation should be focused on creating the belief for just one thing.
The steps covered in this section of the script are:
- Title slide
- Intro/Rapport
- The Ruler: Goal #1 – The New Opportunity
- The Ruler: Goal #2 – The Big Domino
- Qualify Yourself
- Epiphany Bridge Story #1
- Liken Your Story to Them
- Case Study/ Proof
- Transition to the 3 Secrets
The Three Secrets
In this section, you will learn the framework that helps break your audiences’ false belief pattern and instill the true story in their minds. The three secrets around which you can spark your customer’s want to know “the how” are:
- The vehicle (new opportunity)
- Their “internal belief” of their ability to leverage the new opportunity
- External beliefs that are holding them back from getting started
The Stack and Closes
In this segment, the author gives you a format that will allow you to make the transition from your presentation to promotion, and convince the customers to act on your offer.
Is Perfect Webinar Secrets worth it?
Absolutely Yes.
If you want to create a successful webinar that gets your business driving increased ROI, you should definitely give it a try. Additionally, for $7.00, you get access to The Perfect Webinar Scripts and Training as well as a handful of other bonuses by Russell Brunson, of course when you buy from the official website.
