Webinars are amazing tools for online business owners that can be used to teach and inspire their audience and make some sales along the way. A webinar gives you the opportunity:
- Build your audience and engage with them
- Teach your audience something
- Validate an idea for a product or service
- Make money with the webinar
With all this potential, how do you make sure you get the most out of every webinar for your business and audience? Here are five tips to keep in mind on your next webinar that can sometimes fly under the radar.
Key 1: Invest – but don't invest too much – in your webinar technology
There are four key technologies you need to run a successful webinar:
- A webcam
- Good lighting
- A fast and stable internet connection
- Audio equipment (a good microphone)
Some of these items require a cash investment – but you shouldn't have to break the bank, either. This ensures that you have everything you need for a smooth, enjoyable audio and video experience without having to go without the avocado toast.
For the webcam, you can definitely get away with the built-in camera on your laptop. But I recommend investing in something nicer if you can afford it. My favorite entry-level webcam is the Logitech C920. If you're ready to spend a little more, let me point you to the Logitech BRIO 4k.
Lighting is another area where you can easily drop a ton of money – but you don't have to. First, see what you can do with what you have on hand. You will be surprised how much improvement you can make just working the way you position yourself in your room and strategically using your windows.
Good lighting for webinars and other video productions doesn't have to break the bank.
And when you have exhausted your options with window lighting, camera positioning, etc., you can take a simple ring light to the next level of lighting improvement.
The quality and speed of your internet connection is another important component of a successful webinar. The bandwidth requirements of a webinar can be very high and no one wants to expect a webinar with choppy audio or broken video. Before you call your ISP to update your plan, however, make sure you are getting the most out of your current level of service. First, run an Ethernet cable directly from your router to your computer for a more reliable connection. Then quit all unnecessary apps and make sure that no one on your network is using a lot of bandwidth during your webinar (e.g. watching a streaming video).
Lastly, you'll want to invest in a decent microphone. Fortunately, you can get a whole lot of mic for not a lot of money. Our recommended model is the Samson Q2U and costs around $ 120. It even comes with a desktop stand, pop filter, and cables.
Key 2: Nail the webinar registration page
Of course, effectively marketing your webinar is vital. And there are many ways to market your webinar – email marketing, Facebook ads, blog posts, etc. But however you promote the thing, you want to direct people to a landing page to register for it – Register and register one of the most important elements in your webinar marketing arsenal.
What should your webinar registration page look like? Here are some pretty good examples (if we can tell ourselves):
These landing pages have some important elements in common:
- The title of the webinar above, followed by the caption or value proposition (i.e. what you will learn).
- A picture of the moderator (plus additional host) as people want to connect with faces and see who they are going to learn from.
- Some bullet points that go into more detail about the content of the webinar and the benefits of the webinar.
- The biography of the moderator, which further increases the credibility.
- Registration buttons in multiple places on the page so users can simply click on them to sign in.
- If you want a countdown timer to add a little urgency. 😉
The final key to an effective registration page – which may not be as obvious as a countdown clock or a presenter's headshot – is that it uses the language of the target audience. Whether you are marketing your webinar on a landing page, social media, email marketing, Facebook ads, or any of the above, you need to understand your target audience's needs and issues with the words and phrases they are using speak to. You have to speak your language.
Key 3: Use pattern breaks to keep people busy
Your job as a webinar host is to keep your audience informed – and one of the best ways to do that is by using pattern interrupts.
The concept is simple: you just have to mess something up every now and then. Pattern breaks are a fantastic way to break up the monotony of your webinar and keep staff busy. There are a few different ways you can use pattern breaks to keep people informed throughout the show:
- Change what appears on the screen. Switching back and forth between slides and your webcam is a great way to break up the pattern. If you have multiple cameras, you can even switch between camera angles to keep things interesting.
- Take a breather every now and then and report to the audience. After each section of your presentation, switch from Professional Presentation Mode to Engagement Mode by saying things like, "Hi everyone, let me know what the most relevant or surprising part of the last section was for you." You can even name them and thank people. This gives everyone a chance to settle down before diving back in.
It is important to use pattern interrupts so that they do not interfere. Practice your webinar a few times in advance (with a small audience if possible) to find out when your transitions will be.
Key 4: Are you planning a pitch? Be open about it
As you've already learned, webinars are a great way to educate your audience, build relationships, and promote a premium product. For many business owners, the idea of selling a webinar can be scary. And I understand. You don't want to feel slimy or sketchy.
Fortunately, there are ways to get around those fears and sell your webinar in a way that your audience will appreciate. The most important thing is to make sure that your webinar is full of value. Nothing will make your webinar attendees more frustrated than wasting their time and then trying to take their money.
What else can you do to make sure your webinar pitch lands on welcome ears and eyes? There's another, perhaps less obvious, strategy and it's just about telling people what's coming. Be open that you are going to sell something! Expectations are your best friend – if you mention early that you will sell later, you won't surprise anyone. You can make the rest of your webinar more relaxed and secure knowing that everyone knows what's coming.
Key 5: Don't disappear once the webinar is over
You have just completed your webinar and it was a success! Your job isn't done yet – but you also don't have the opportunity to reach more people. You have a valuable resource in hand that you can use for ongoing marketing and targeting. This is your webinar replay. You recorded your webinar, right? 😉
With this recording you can proceed:
- Educate your audience
- Sell your advertised offer
- Expand your email list
At SPI, the majority of our sales typically occur after the webinar is over. That's right – the post-webinar phase is just as important (and arguably more important than!) What happens before it.
For this reason, your webinar planning process should include creating a follow-up sequence, series of emails, and messages to send after the webinar so that you can get the most out of the webinar replay. You can use the webinar replay as a bonus training resource that people can access to join your email list. And of course you can use it to guide people into taking action on the offering that you were promoting in your webinar.
You can also use your webinar replay to create something called an evergreen webinar. Take a once-in-a-lifetime event and turn it into something that you can promote all year round and that users can access anytime. This saves time and energy and helps you have an amazing educational experience and more consistent sales all year round.
There you have it – five, slightly less than obvious ways to improve your chances of a successful webinar. If you want to learn more, this is just the tip of the iceberg.
Our newest course, Webinars from A to Z.gives you a complete framework for creating, promoting, and delivering engaging webinars to help you grow your business. It's currently closed to new students, but go to https://courses.smartpassiveincome.com/p/a-to-z-webinars and join the waiting list to be notified once it's open for registration !
Learn how to run webinars that will build trust and grow your business
This course provides in-depth training for every phase of the webinar and workshop creation process, from choosing your topic and software tools to maximizing your attendance and using your webinar to sell effectively and with integrity.