Webinar Strategy - The Do's and Don't's!
Start by thinking through these questions: What do you hope to accomplish with your webinar? Will you educate your audience about your industry? Will you try to sell your products or services at the end? Will you offer training for existing customers or current employees?
Once you have decided on your purpose, you can start planning. For example, if you are trying to educate your audience, you should include a "call to action." This could be a visit to your website, a "buy now" button, or a phone number on the bottom of your webinar screen.
If you are trying to sell a product on your webinar, design your webinar presentation with the pitch in the middle and your best points at the end. That way, they will remain on the webinar through the pitch in order to get to the best points at the end.
Consider using the "how to choose a professional" strategy. It works well for professionals who are trying to sell their services to new customers. You list ten crucial qualifications for picking someone in your profession. The catch is you will meet all of the qualifications. And since your potential customers have already met you through your webinar, they will very likely pick you to help them.
There is also the "done for you" strategy. This one works well where there is a complicated process involved. After you have explained everything they have to do, you can offer your services to do it for them for a reasonale price. One professional that could use this strategy is a tax attorney or accountant. He could plan a webinar that outlines in detail the biggest changes for the year in the tax law, even showing the forms to file and the deadlines.
After you've finished laying out all this information, offer to do it for them for a set fee. They will feel empowered from the content of the webinar but also relieved that someone else could do it all for them.
One more webinar strategy is pre-qualification through education. Imagine a webinar presentation that educates the prospect about your products and services BEFORE they get on the phone with you. They will be pre-qualified and they will see you as the expert in your field. After all, you are the only service professional that they have seen on a webinar.
One industry where this would work is lasik eye surgery. If you hosted a one-hour webinar, educated your audience, and then allowed for question and answers, you would be left with individuals who are serious about the procedure. All that is left is to give a call to action such as your office phone number to set up an appointment.
Imagine the qualified applicants you would get if they were devoted enough to sit through a 60-minute webinar and then pick up the phone to call your office! Your closing ratio would go through the roof!
Hopefully, you are seeing the huge possibilities that good webinar strategy and solid webinar planning can open up for you. If you design your webinar with right goal in mind and include a call to action in your webinar presentation, there is no end to the amount of qualified customers and leads you will attract!
