Today, one of the ways in which you can engage with customers and and market your business is to host webinars. But they only work if you learn how to do them correctly. As a reminder, the four P’s of marketing are:
- Product
- Place
- Price
- Promotion
This marketing mix encompasses all the different aspects of marketing and will have better results than focusing on just one thing like promotion. Here are some tips on how you can promote and sell your products during your webinar without making it too sales focused.
* Create a Short Informative Sign-Up Page – The title of the webinar should be captivating and explain what the webinar will provide to your audience. Collect email addresses when your audience signs up for your webinar. This creates an email marketing list that you can promote products to on the backend.
* Get the Format Down for the Webinar – Start the webinar with a personal story lasting no more than five or ten minutes. If you tell a story that shows how you overcame an obstacle, it will humanize you for your audience and they will be more receptive to your message. For the next 20 minutes, deliver useful, relevant, and actionable content, teasing them about the offer you’ll be making to them later. Offer a fast action bonus for people who act now on your offer. Don’t apologize for making the offer because you’re helping them, and they deserve to hear your offer.
* Add Scarcity to Your Offer – You can’t make the offer too broad and open-ended. Include a lot of value in the offer, such as a special breakout Q & A session for fast acting buyers happening just a few days after the webinar. Give them a time limit or people will sit on it and wait and maybe never act. These tips will help your audience make their decision quickly.
* Describe the Products Completely – Completely explain what they will get when they buy your product, including all the benefits available to them and the fast action bonuses too. The end of the webinar is your “sales page,” and you want to give them everything, including overcoming any objections they might have to buying.
* Send Buyers Directly to Checkout Page – When you have already made the offer and pitch, don’t send them to another sales page during the webinar. Instead, send them to a checkout page so that it’s faster and they will buy right then instead of reading the sales page again. You’ve already explained the amazing benefits of what you are offering, they’re clicking to buy, and they want to buy. Don’t interfere with that.
* Follow Up – You would be shocked at how many people host webinars and do not follow up with their audience after the event. Most of your sales are likely to happen in the days directly after the webinar. You may have one or two who take advantage of the fast action bonuses during the webinar, but you’ll have more buy after the event IF you follow up. Send a recording of the event; write up a post using the questions received during the event; send out an email campaign to all the attendees (which is why you collected their email addresses when they signed up). Find additional ways to follow up with your audience and continue the conversation.
Webinars can be one of the best forms of marketing that your business has ever seen. Don’t be afraid to make your offer in a real, genuine way to the audience. If you have given them great free content and whetted their appetite well enough – they will be excited to get the offer!
