Episode 16 – They Signed Up! Now What!?

You did a great job! People are registering for your webinar. They are excited to hear what you have to offer!

Now, you have to make sure they hear it. The process of getting attendees for your exciting new webinar is not done.

dontforgetHow can you make sure people actually show up?

Using a series of autoresponders and reminder emails, you can get maximize your conversion rate – from registration, to attendee.

Remember that your webinar is part of a big sales funnel. Don’t let this part be the bottle neck!

For most webinars, only 40% to 60% of the people who registered will actually show up. A lot of them are falling out of your funnel here (you can pull them back if you captured their email, later).

OK, 60% is a really good number. But anything below 40% is a really bad number.

First, make sure you’re getting targeted registrations. In other words, do the people who register really want to hear you?

Let’s assume that you do that and move on with your autoresponders and reminder emails…

How Many Emails?

3 is the magic number. It has been since Ancient times. Why go against it?

I like 3 emails, but it depends on what you have to say. And space them out as best you can.

  • Always have an email with value that goes out immediately following their registration.
  • Send another email 1 to 3 days later. If you go longer than that, they may forget who you are.
  • The third email is 1 to 3 days after the 2nd, but no more than 2 days out from the actual webinar.

Let’s say my webinar is going to be on Wednesday. So on Thursday of the week prior, someone registers for it.

They’ll get a valuable email on Thursday. Another will come to them on Sunday. The third will show up in their inbox on Tuesday.

Each email has valuable content. It can be fresh, original content. Or it can be links to articles and podcasts you’ve done in the past that relate to the webinar topic.

Videos work great, too.

The important result is they get to know you, and start to see how valuable starting a relationship with you can be. You can include links to products, just so people know about them… but no heavy selling here.

The Reminder Emails

Now it’s time for the reminder emails.

Send one out the day before. That way people have time to adjust their schedule – in case they forgot.

The next reminder should go out the morning of the Webinar.

Your last two reminders come really close together – 1 hour before, and again only 5 to 15 minutes before the start.

That last one is the most important. It will really kick up your attendance.

Another great way to send reminders is by text message. There are services that will do this for you.

I’m using a service called http://tropo.com but I can’t fully recommend them yet.

All of this may seem like overkill, and it is. But that’s what you want.

Most people who register for your webinar have a genuine interest in what you have to say. Sending those value packed email autoresponders will prove to them that they were right to feel that way.

Some will have things come up. Life gets in the way.

Others just plain forget! How horrible is it that someone really wanted to learn what you were teaching… but they were watching stupid YouTube videos instead!?

Don’t let that happen! Get them to your webinar!

Episode 15 – How to Maximize Your Webinar Attendance

4863551025_6df6d4250a_zGreat webinars are only great because of the reaction you get. And yes, even if only person is there to have that reaction – it means it went pretty well.

But you don’t want one person! You want a hundred, or a thousand!

So it’s time for the Registration process.

In the free video on my site, 20 Minutes to a Profit Making Webinar, I walked through the process of setting up that Webinar. But we stopped at registration.

There’s a lot to consider…

  • How soon to start getting registrations
  • How to set up your Webinar registration page
  • Where to go for your registrations
  • What to offer for those who sign up (if anything)

These aren’t hard considerations. They require a little testing.

You should try multiple times. And go to multiple places.

But in today’s episode of The Webinational Podcast, I’ll tell you some of my experiences.

Photo by Pete Brown / CC BY 2.0

Episode 14 – Tips and Tricks for Webinar Tips and Tricks

8599676459_bdc91ab1e1_zThere’s more than one way to skin a cat.

I do not subscribe to one particular style. Not in anything, really. I have my own style, but that doesn’t mean it is the way.

Filling up your webinars, maximizing interaction, increasing sales… no exception. There are many ways to do it.

So a lot of the tips and tricks I’ll talk about in this podcast, are not part of my primary model. I’ve tried most of them, though.

In this episode of the Webinational Webinar Marking Podcast, day 14 of 20 Days to a Profitable Webinar, we take a look at…

  • Using Pre-Webinar sales pitch in emails. You attempt to sell attendees on a lower cost, entry level item before the webinar. That gets them used to buying from you, and shows the quality of what you do.
  • Contests during the webinar to put butts in seats. This is also a great way to increase engagement and get some social activity when done well.
  • Replays after the webinar, to recapture those poor lost souls who missed out. And sell them.
  • Using a recorded webinar as an opt-in strategy (plus sales)

There’s lots of little tricks you can use, but these are some of the most popular. I’ll talk about how to use them, and whether or not each one is a good idea for your business.

Listen to it now!

Photo by Derek Key / CC BY 2.0

Episode 13 – 4 Truths About Gurus and Your Webinar

10563981264_31f7324cd7_zYou should always strive to learn from those who have done more than you. And pick up tips from those who have done less.

But there’s a problem with that pattern. Learning from the Have’s is going to give you those expectations.

Learning from the Have Not’s is going to give you those results. So that isn’t the answer.

The Big Idea here, is to be realistic in your goals and expectations. But if you’ve only listened to the self-proclaimed Gurus, you might not know what’s realistic.

“Self-Proclaimed Guru” has an insulting feel to it. It is. But I’m also lumping in the good guys here, the one’s who are wildly successful and sharing their stories.

It’s just, their story is not your story.

Here are 4 Truths you need to know, going in to your Webinars.

  1. Filling Up a Webinar is Not Easy
    How big is your audience right now? That will determine how easy it is to fill up a Webinar.
    You can get a ton of people registered if you spend enough money in advertising. That’s not a bad route if you know your product sales can cover those costs.
    Most people are not in that position when they host the first one.
    If you’ve got a big, well targeted mailing list, you should do well. They are your fans, they want to hear what you have to say!
    I do NOT recommend buying lists. Chances are it is not very good, and not well targeted to your needs.
    20 attendees in your first Webinar, for a business in it’s early stages, is not bad. Not at all. You’re getting experience, which is extremely valuable. Plus with 20 people, you should be able to make a sale or two if they are well targeted.
    And if it’s a disaster, you can find out what to do next time.
    By the way, once you start filling them up, new issues come up. Because anyone left out could be lost business. It never gets easier.
  2. Their Webinars have Bumps and Bruises, too
    It’s just not that smooth. Not the first one.
    Truthfully, most people will never notice the little bumps. Next week, I’ll talk about the big disasters and how to handle them. But the little bumps… most people never see them.
    Maybe there’s a slide out of place. A piece of equipment isn’t working properly. The recording doesn’t work (you should have a back-up… but I forget sometimes).
    Most people will never know. They are not judging your business as a failure.
    I don’t know about you, but I like real people. Real people have problems.
    One of the lessons I learned in 10 years of teaching was that I don’t have to fake being perfect. While it was never my style to open up, I learned to reveal some weaknesses to the kids. Once they realize you’re a person, they listen a little better.
    Your audience is the same way. No matter how low on the totem pole you may feel in your chosen field, at least some portion of your attendees are looking up to you. That’s why they came. They’ll be excited to know you have real problems… just like them.
  3. Every Webinar Does Not Make 6 Figures
    MOST Webinars do not make 6 figures. Or 5 figures. They don’t all get to 4 figures. Some don’t get a figure.
    And that’s OK.
    When you hear someone talking about how a Webinar made $200,000… you might start thinking that is the mark for success. It’s not.
    How much did you spend for Webinar hosting? How much did you spend on advertising?
    Anything above that number, is a success. It’s a profit. If you make enough to cover your time spent, it’s a big profit.
    Don’t forget that you are building relationships and gathering experience. You may be saving your recording for re-purposing. Profits are not the end-all for Webinar success.
    If you don’t have a $1,000 product to sell… or a $100 product… you should still use Webinars.
    Hit up your list. Spend $50 on advertising if you don’t have a list (do some research for this). Use some free hosting or a free trial. Then go have a ball talking about what you love and try to sell $100 worth of eBooks. That’s a win.
  4. Too Many Questions is the Least of Your Concerns
    I love listening to podcasts. I listen to a lot of the top dogs in the internet marketing industry. And the people I listen to are, I believe, genuinely good people.
    They want to help everyone. And so it is overwhelming to them that they have so many fans asking so many questions.
    You want to help everyone too! So how come at your Webinar there’s only 1 question, and it was “What time does this end?” (that’s happened to me)
    Don’t be concerned if interaction is not through the roof. Most people really need to feel like they know you, just to ask a question. It has nothing to do with them feeling like you know stuff.
    If you have a very successful podcast already, people will have that bond and ask more questions. If you have a successful blog, they might feel that bond. But they’ve never really heard your voice.
    I had a pretty popular blog when I hosted my first webinar. I did not know how to market, and I did not have a true relationship built with my audience.
    Hence, the crickets (or cricket… who asked, “What time does this end?”).
    Do It Anyway
    Webinars are an incredible experience. I get a high from spouting my knowledge to a captivated audience for an 60 to 90 minutes. I love it.
    And I really don’t care, in that moment, how many people were there. It’s only later that I pay attention to the stats. Attendees. Interaction. Sales.
    For those 60 to 90 minutes, I can just live in the moment. Know I’m with a few like-minded people. And share my knowledge with them.

Photo by Gebchack Gonpa / CC BY 2.0

Episode 12 – Be Our Guest! Or Not?

12614195503_f5da88e5df_zFor a lot of folks, the fast track to popularity is guests. And that’s okay.

It’s not for me. In fact, I’m really against it.

Not completely, mind you. About 40 episodes of my current Football Coaching Podcast were interviews (through 90 episodes, as of this posting).

Of the 100 or so Webinars I’ve done, about a dozen were only hosted by me. They featured guest presenters.

But I don’t do much of that anymore. I just don’t enjoy it as much.

Easy for me to say, I’m established there. But I don’t intend on doing a lot of that with Webinational.com, either.

Maybe it will take a long time to grow (and a lot of ad money, possibly). But that’s OK.

Here’s my reasoning…

  1. I want to be the expert.
    It’s not that I think people who do lots of interviews on their podcast or host webinars where someone else does most of the talking are not experts.
    But you aren’t hearing their expertise. You hear the expertise of their guest.
    There’s the concept of expert by association. When people hear you talk with a bunch of experts, they start to consider you to be one.
    That’s just not how I want to do it.
  2. I want to steer the ship.
    There’s a certain way I want my webinars to be done. To get someone else to follow that schedule requires a lot of communication.
    And they have to be willing to work on your terms.
    I find that other presenters do not understand the importance of timing. They do not get transitions. They aren’t used to presenting webinars.
    I’ve ended up with 90 minute presentations, poor transitions, no one there for the pitch (doesn’t happen often, but if the presenter is particularly long-winded).
    There are exceptions, for sure. I’ll talk about those.
  3. I hate setting it up.
    In my businesses I’ve worked hard to cut out everything I don’t want to do. Either delegate it, or just quit doing it all together.
    I hate setting up interviews and guests. Everyone’s schedule is different.
    Time zones get confused. Emails go back and forth. Something comes up.
    I’ve ended up with no one to talk to. Putting together a presentation on the fly, or cancelling when there were hundreds of people registered.

That’s a killer.

The organization of interviews and guest presenters is miserable for me.

But There are Good Times for a Guest…

If you don’t mind setting up your guests, and you just love talking to them… then by all means, you should do it. You should do the things that you enjoy.

If you are not an expert, it doesn’t hurt to have guests, either.

For example, if your business model is to follow your journey as you learn to be a Master Cake Baker. But last week you made something completely inedible because the instructions on the Betty Crocker box are pretty confusing.

In that situation, having guests on is a good idea. You get to learn from them, while establishing that expert-by-association feel.

When using Webinars to market an affiliate product, guests are often appropriate as well. If you can have the person who made the product on.

They’ll know the Unique Selling Points (USP) for the product. They know what people are after (hopefully).

Just don’t turn the entire thing over to them and fade into the background. Your biggest concern here is that they won’t deliver value, they’ll just pitch.

Keep steering the presentation back to valuable content. They should give you a run down of the value they’ll be providing. Be prepared to bring them back to it.

There are times when guests are good. But don’t rely on them to build your business!
 

Photo by Frank Kovalcheck / CC BY 2.0