In today’s evolving digital marketing world, it’s important for your business to stand out — especially when it comes to converting your viewers into buyers within your content marketing strategies.
How can your company stand out?
Here’s one way: interact with your customers in real time with a webinar.
A webinar is an effective marketing tool in helping turn potential customers into buyers through a live, educational, and engaging discussion.
In fact, according to a GoToWebinar study, consumers are willing to spend more time with a webinar than with any other type of content.
Webinars are also a great way to validate your organizational brand and its products and/or services to customers. Plus, it can instill new interest in your brand.
Like any marketing strategy, webinars take practice, preparation, and refining through trial and error.
In this article, we will discuss everything you need to know when creating a webinar that converts viewers into buyers.
What is a Webinar?
A webinar is a video seminar/presentation tool used by companies to help promote, educate, or train customers on a product or service.
Webinars vary in length, with the majority lasting anywhere between 90 to 120 minutes. Almost all sales webinars should be at least 60 minutes.
They can be viewed either live or after the recording.
As a business, your goal is to promote your webinar in order to gain a large audience and have maximum engagement that will convert leads.
A webinar can help companies showcase their expertise to customers and instill credibility and trust in their brand.
How Do You Create a Webinar?
Before discussing how to use your webinar to convert viewers into buyers, you first need to know how to make a webinar that’s compelling.
To begin, set a goal of what you want the webinar to accomplish. When creating a guide for your outline, keep in mind the two key parts to most webinars: the content and the sales pitch.
You’re promising your viewers that they’ll learn something from the webinar but you’re also selling something at the end of the presentation.
If your webinar viewers want to learn more or dive deeper into the topic, this is the opportunity to get a conversion by having your viewers purchase your product or sign up for a demo.
It’s important that the content of the webinar is compelling enough to keep viewers watching, but that it sets up a sale at the end of the webinar.
Next, you’ll need to find a webinar hosting system that will broadcast your webinar, such as GoToWebinar or Zoom.
ClickFunnels provides tutorials for webinar integrations.
You’ll also need to promote your webinar and provide a way for your audience to register for the webinar.
More on this in the best practices section of this article.
Before you present your webinar, you’ll need to make sure you’ve tested the hosting system, your internet connection, microphone, webcam, and other webinar tools.
In addition, ClickFunnels offers a tutorial on how to create a successful live webinar funnel. Click here to learn more.
How Do Live Webinars Work?
Like business conferences and meetings, webinar presentations can be as unique as you want them to be.
Typically, you would present your webinar for an allotted time and then conduct an interactive session, such as a question and answer segment at the end.
Next, after the webinar is over, you would post the video to your website, as well as email it out and promote it on social media to your subscribers.
Research your target viewership for your webinar and create a presentation that appeals to them.
Find out what motivates them, what they like and value, and create a webinar experience they will remember.
How to Create a Webinar in PowerPoint
PowerPoint is a great tool to use for slide templates in your webinar.
It offers different tools at your disposal to create engaging slides such as choosing from various slide themes and transitions to creating charts, graphics and more.
Plus, PowerPoint is easy to use and efficient in creating a professional looking presentation.
Again, you’ll need to use a webinar hosting system in order to host a webinar.
4 Webinar Best Practices That Will Convert Viewers Into Buyers
Now that you know the steps to create a webinar, what are some best practices to keep in mind?
1. Promote your webinar often and early through Facebook ads
With any webinar, it’s important to plan ahead. Research to see when the best time to host a live webinar is for your target audience.
Also, pick a date at least a week/week and a half out so you can properly promote your webinar through Facebook ads.
Facebook ads allow you to drive in additional traffic and reach past your current customers.
When creating a Facebook ad, be sure to have informative messaging and a call-to-action, such as RSVPing for the webinar.
Lastly, don’t turn off your Facebook ads on the day of the event. Research has shown that around 29% of webinar attendees sign up the day of the presentation.
2. Create a sense of urgency on your webinar landing page
You don’t want to lose potential viewers because you have a disengaging funnel with difficult web design navigation.
It all starts with your landing page headline.
You need to write a compelling headline that lets the customer know they’ve come to the right place to sign up for the webinar.
You should have a quality image to go on your landing page that sets the right tone for your webinar.
Also, keep your customer instructions to a minimum and only ask for basic contact information.
You want to instill trust, and asking for irrelevant contact information will make them second guess registering for your webinar.
A submission form should be simple and straightforward, as to keep them excited about your webinar and hopefully more interested in your product.
3. Create a webinar around compelling content
At the end of the day, you want to offer unique and compelling content to your audience.
The best way to do this is to create a webinar based on solving a problem your target audience is facing or has faced.
It’s a simple way to bring your viewers on a journey as well as give them a new perspective in the end.
4. Have a follow up system in place after the webinar
Finally, you don’t want to lose traction with potential customers after an engaging webinar.
Be sure to have a system in place, such as emailing a replay of the webinar within 24 hours of its conclusion.
You should also send other retargeting email campaigns including surveys, and instructions on how to learn more about your company and future webinars to sign up for.
When creating these emails, be sure to make them personal and valuable — without flooding the customer’s inbox.
Research your target audience to figure out how many emails you should be sending them before and after your webinar.
Retargeting email campaigns are a great way to keep the momentum going in converting potential customers into buyers.
With the above tips in mind, you’ll be well on your way to creating and presenting engaging webinar funnels that will be beneficial to new and returning customers.
ClickFunnels is a great sales funnel tool to use for your business and has the resources to help you create and maintain a growing email list.
We make it simple for any entrepreneur to build their own sales funnels in just minutes, all without needing to rely on a team of techies.
With ClickFunnels, you’ll build high converting and clean sales funnels.
Everything you need to build and launch your funnel is pre-developed and automatically pieced together for your company, so you have a seamless and fast set up.
Check out ClickFunnels’ Perfect Webinar Funnel — providing all of your webinar needs.
What do you think? What tips and tricks have you used to create a webinar that converts viewers into buyers? Sound off in the comments below!