Guest blog by our partners at WebMechanix
Creating a webinar that sells is one of the best ways to generate revenue online. There’s no better way to get in front of your target audience and wow them.
So, are you sure you’re fully optimizing your webinars for conversion? The truth is everything from promotional emails, to how you hook attendance, to how you present your offer ultimately affects your sales.
After extensively researching webcast and webinar best practices, and drawing from our own experience, we have found some powerful ways to optimize webinar sales.
Today, we’re sharing the top six webinar tips and tricks that have the highest impact on the bottom line.
The class is in session…
1. Prepare and Practice
WebMechanix marketing manager, Clare French, has conducted countless webinars over the years. She highly recommends making sure you plan and practice beforehand.
You’ll want to outline the marketing automation plan for your webinar follow-up process early. Nail down the dates you’ll have your slides and other content emailed to your attendees, and have your sales and support teams follow up personally with prospects and customers afterward.
Many platforms have a practice mode for presenters to sync up just before the event starts. Taking a few minutes to make sure everyone is on the same page about the technical set-up and behind-the-scenes communication is invaluable to the attendee experience. There’s nothing worse than a presenter fumbling through the presentation because they don’t know the basics of the tool.
Schedule at least one practice run 3-5 business days before the event. Doing it earlier allows more time to make changes and regroup once more if needed.
Always give “housekeeping” tips at the start of a webinar to let attendees know how to communicate with the presenters. These tips should set the precedence for when questions are answered (in the moment versus at the end), and gives you the opportunity to set expectations about following up with attendees.
2. Use Organic (and Paid) Social Promotion Beforehand
Your webinar is a one-time, live online event. It’s powerful because you get to interact live with your audience. Squeeze all the juice out of it by filling as many seats as you can.
When it comes to webinar promotion best practices, be sure to get all the presenters and partners to promote the webinar on their social and professional profiles beforehand. Also, if you have the budget, use paid ads on Facebook, LinkedIn, and even Instagram.
3. The Magic is in the Q&A
Out of our six webinar marketing tips, this simple tweak may yield the most to your bottom line.
Make sure you answer attendee questions and interact with them during your webinar. That’s the beauty of a live event. Otherwise, you may as well do a pre-recorded presentation.
Tim Paige of LeadPages, world record holder for most webinars conducted, tripled revenue and increased attendee stick rate, the percentage of the event an attendee stays, to an impressive 98%. He did so with one tweak: answering questions during the presentation rather than at the end.
When answering questions, keep it natural. Make sure you don’t destroy the flow. Answer a handful of questions at regular intervals during your webinar. Mention the inquirer’s name and the question out loud before you answer to re-engage attendees.
4. Measure Yourself Against Benchmarks
Webinar engagement metrics (based on CommPartners clients) typically look like:
- 50% attendance rate for free events; 65-75% for paid or credit events
- 75-80% participate in polls
- 5-10% participate in the chat
- 50-60% download presentation slides
By using benchmarks, you can effectively gauge the success of your webinar optimizations. If your live events aren’t performing as well as you’d hope, benchmarks can help you can identify potential issues and adjust. Stats can give great insight into how you can improve your webinar engagement and stick rate. For example, considering using emoticons and interactive behavior to help with stick rate.
5. Provide a Real Phone Number
At the end of your webinar, offer a number for people to call with questions. You often can’t answer everything on the presentation and prospects may only think of a good question after it’s over.
Russell Brunson, the founder of an eight-figure SaaS company, was already implementing a ton of webinar tips and tricks. Then, he tried something new that increased webinar sales by 25%. At the end of his webinars, he offered a Google Voice phone number to call and leave questions — and he called everyone back with an answer.
If you have call center capacity, consider experimenting with a live phone number to answer questions immediately. There’s a reason why infomercials do this: it works. Creating a webinar that sells depends as much on the quality of the follow-up process as the event itself.
6. Double Down on What’s Working
After you have a few webinars under your belt, you’ll notice specific parts of the process that catapult results and others that peter out. To sculpt the perfect webinar, double down on what’s working.
If storytelling balloons attendance, duration, and sales conversion, do it more often. If sending three emails instead of four before the event leads to more attendees, send three. If a tweak to your Facebook ad doubles conversion rate, scale up your ad budget.
This tip may sound more like common sense than an effective webinar tip, but common sense isn’t always so common. With all the moving parts to hosting a webinar, it’s easy to forget about doing more of what’s working when there’s so much to juggle.
Every part of the process has room for optimization.
Pro Tip: If you change your Facebook ad creative to focus on the solution you offer rather than your personal branding and face, it performs better with a cold audience. Your face doesn’t convert as well because they don’t know who you are yet.
By implementing these six webinar tips and tricks, you’ll see higher attendance, more engagement, and a more extended attendee stick rate. And all of these tactics together help you create a webinar that sells.
Since webinars can get confusing with all the moving pieces, focus on these fundamentals, and you’ll be on your way to a sales-optimized webinar process with a lot less headache.
What’s your favorite part of a webinar?
As a webinar production company, CommPartners has over 25 years of experience providing webinar and webcast hosting services to clients. If you’re looking for someone to host your webcast, or need general help with webinar management, fill out our online contact form or give us a call at (800) 274-9390 to see how we can help.