5 Reasons You Should Have a Guest Presenter On Your Webinar

Never hurts to bring a guest on stage! Photo by Scott Thomas
Never hurts to bring a guest on stage! Photo by Scott Thomas

I used to have a lot of guests on my webinars. I don’t anymore.

I’m not completely against having them. It does go against one of my primary objectives in hosting a webinar – establishing expertise.

In the early years of my football coaching business, I needed guests on my webinars and podcasts. I had no credibility. Being associated with established leaders in the industry helped to establish me.

So I used guests on my webinars to help my own positioning. Once I had a foothold, though, I stopped bringing them on.

Now I needed to establish myself as the expert, not just the guy that knew some experts. And so for the last year I have not had guests on my podcast or my webinars.

Here’s the weird thing. I’m established as the expert now. It worked. I have solid positioning in my market. And I’m ready to bring some guests back.

Do As I Say, Not As I Did

I’m not recommending that path, necessarily. I don’t think you should be all or nothing.

Just like anything else, moderation is the key. I’ve probably gone too far away from guests – and I was too dependent early on.

The other important consideration is the goal you have for using guest presenters on your webinars (and podcasts). Every time you host a webinar you need to have a clear goal.

Leads? Sales? Helping others? Positioning in your market? Gaining experience?

You can get all of those benefits from a single webinar. But you’ll maximize the event when you host a webinar with a specific goal in mind.

Early on, my primary goal was establishing myself as a “friend of the expert.” Now when I host a webinar with a guest presenter, the goals have changed. And so has my purpose for having a guest.

Plan to hit the right goal for your business. Photo by Paul Nicholson
Plan to hit the right goal for your business. Photo by Paul Nicholson

My Current Plan For Guests

My position is solidified (though always in motion). My fans know what my specialties are. And because I am transparent in my podcasts and webinars, they also know my weaknesses.

And so now, I can bring on a guest who fills in my weakness. That helps my fan base who are clamoring for more content in different areas.

And the circle continues. When I host a webinar with guest presenter who’s an expert at what I am weak at, I get a little credibility. I’m the guy who knows the expert.

Pretty soon, I get to do a presentation on my weakness… and it’s not my weakness anymore. Continuous cycle.

By using guests in this manner, you can constantly expand your areas of influence and expertise.

So what are your goals for your webinars right now? How can guests help you? Leave a comment!

 

Episode 36 – Why Webinars are Overrated

Listen to Episode 36 of The Webinar Marketing Podcast with Joe Daniel here, or find me on iTunes.

This ain’t no magic bullet.

Sorry to burst your bubble, folks. Webinars will not change your life – not overnight.

But they are an extremely valuable piece of your marketing platform. They’ve changed my life. But it took some serious work.

My goal with the Webinar Marketing Podcast is to shorten the learning curve for you. Get webinars making a difference in your life faster.

You should attack your marketing with lofty goals. But not unrealistic ones.

Photo by MudflapDC / CC BY 2.0
Photo by MudflapDC / CC BY 2.0

Here’s the deal…

  • You won’t make $1 Million in your first webinar. Not unless you have a huge business foundation already built.
  • You can’t host webinars every day. At least, not without some serious ad money being spent.
  • You’ll need a product. And an audience. People don’t get excited about the word ‘webinar’ and start handing over cash.
  • You do need to be an expert! At least, you need to know more than beginners.
  • You’ll need a personality. Sorry Mr. Stick-in-the-Mud but you need to loosen up to host a profitable webinar.
  • There’s a lot more than the 1 hour of presenting to this. Many hours of work will go into that 1 hour presentation. But it’ll be worth it if you do it right.
  • You might FAIL. Yep. But only if you’re looking at it wrong. You will learn something, and get better, every time you host a webinar.

Ready for a stiff dose of reality? And some ideas on setting your lofty but attainable goals for your webinars? Listen to Episode 36 of The Webinar Marketing Podcast here…

Episode 35 – Building Your Email List: The #1 Key to Webinar Success

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There just isn’t a short cut to success in online business. There’s no shortage of people willing to sell you one, though.

Here’s what you should buy into… the Mailing List is the single most important component of your business success.

Not just a big mailing list. A highly targeted mailing list is much more valuable.

Webinars are no exception to this rule. If you want to have an outstanding webinar, you need to have an outstanding mailing list.

Yes, you can do webinars without having a mailing list. They won’t be as big, and they won’t be as successful though.

Webinars do work for a lead generation strategy, they just are not your best lead generation strategy.

And your best webinars are going to be the one’s with a group of people that already have a sense of community with you. They already know, like, and trust you.

Don’t forget to download my FREE Special Report, 5 Must Have Tools for Webinars

Hosting a webinar when you have a mailing list is like having half the battle already won.

So even if you’re eager to jump into webinars without your list, make sure you capture email addresses. Chances are that down the road, it will be the most valuable piece of property you have.

Listen to Episode 35…

Convinced? Listen to Episode 35 here and find out all about mailing lists for your business.

Not convinced yet? Then listen closer… you will be!

Photo by Andy Munzer

How Certified Public Accounts Add Customers with Webinars

Are you a CPA looking to add more clients this tax season? Webinars are a great way to do just that.

How can you do that? By teaching people how to do their taxes without you.

Okay, I’m just trying to give you some ideas. So this isn’t the only one. But from a business perspective, it’s a pretty good one.

So bear with me and I’ll lay my idea for expanding your list of clients for your CPA business, using your very first, free webinar.

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Make sure you consider a few things…

What locations can you handle? You don’t want to get a bunch of traffic that you can’t help.

Who do you want to become your clients? You may not want business owners. You may not want young, single professionals who’s taxes are so simple they don’t NEED help to do them.

(but it won’t hurt to start building a relationship with them… eventually, they will need you!)

Keep in mind that I am not an expert in accounting, taxes, or anything else I’m talking about here (other than delivering profitable webinars). You may need to make some adjustments.

If I’m completely off the mark in anything about your business, I’d appreciate you leaving it in the comments at the end of the article, by the way.

Let’s get on with it.

Here’s the basics I’d build this entire CPA client-building Webinar around…

What Should You Call It?

“Yes, You Can Do Your Own Taxes This Year!”

Do you hear the cash register cha-ching’ing yet? Well it’s not… the title won’t fill your calendar.

The key is having a title that speaks to our highly targeted audience. And you do want a targeted audience here.

To get even more targeted, specify who you want to talk to. Examples might include…

  • Married Couples: “Yes, You and Your Spouse Can Do Your Own Taxes This Year!”

  • Teachers (or any profession): “Yes, Teachers Can Do Your Own Taxes This Year!”

  • New Homeowners: “New Homeowner? You Can Still Do Your Own Taxes This Year!”

You get the idea.

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Who We’re Targeting

You need to be highly targeted in your approach. Don’t just go for a bunch of people. You can have a lot more credibility if you speak directly to your audience.

You want your audience to think you’ve been reading their mail. You can’t do that if you have an audience from all walks of life.

For this approach, you should be looking for professionals who have been doing their own taxes up to this point. Maybe they’ve been dropping their income into a 1040EZ form for the last couple of years.

But recently, your target audience has had a change in their life. Taxes aren’t so simple anymore.

EZ just doesn’t seem to apply anymore.

They’ve purchased a home. Just got married. Had their first child.

Life is changing. Taxes are getting harder.

You want to reassure them that they can still handle this. Taxes aren’t that hard!

Speaking as someone who is not a CPA… taxes are that hard. But you want a target audience who is still holding on to that possibility.

You’re going to help them see taxes are still doable, anyway.

Don’t worry, I’ll tell you how this is going to make you new clients in a minute.

As far as where to get your audience, advertising is expensive for CPA’s. This could be a great place to use a word-of-mouth, since almost everyone knows someone that fits your target audience.

It can be as simple as sending an email out describing what you’re planning on doing, and including a link (or posting it on your facebook profile). Let everyone know you want to help and you’re not begging for business. Then ask them to share it with 1 friend who fits your very specific audience.

You’ll be surprised how well that works.

What You Should Be Teaching

There’s a room full of bright eyed young people. 20’s and 30’s professionals with an income and a changing life.

What are you going to tell them?

Well we’ve kind of been through this. You’re going to teach them how to do their taxes.

Go over all the big stuff. You only have about 40 minutes, but don’t worry. You don’t have to teach them everything.

Just enough that your prospective clients are going to walk away feeling 100% ready to do the job that you want to do for them.

Now why on earth would you do that!? OK, listen… you are the expert. You are the tax guy. A few of those folks will take your advice and run with it. They will do their own taxes.

That’s great. You’ve helped a handful of people do their taxes for free. They couldn’t have done it without you!

Maybe they go on and do their taxes for the rest of their life. Maybe they come back to you next year when one more life change just makes it too hard. Who knows.

But you’ve build some street cred, anyway.

What about everyone else? Here’s what happens for them…

They walk away. Sit down confidently with all those forms, ready to go to work armed with all of the information you have provided.

And after several hours… they realize they are in over their heads. Remember how much most Americans hate math (I know, I know… I used to teach math, it pains me too).

So what do they do? Turn to the one trusted CPA who tried to help them. Guess who that was?

Yep!

The Pitch: What Are You Selling?

Your webinar is a little different that webinars I teach for most industries. You have nothing to sell.

In fact, I think it’s better if you give something away.

The pitch at the end is basically this: Download my Free Tax Guide, then go do your taxes.

Make it good. A legitimate guide to getting your taxes done (remember, you’ve recruited a group of highly targeted professionals, so you can actually help them do their taxes).

At the bottom of every single page, you’ll have your website. A phone number. However you decide to advertise it.

No matter what point in the process they get stuck, there’s you. Your name, your number, your website.

I like a link to a page where they can sign up for your services, but a phone number may be just as effective. It depends on how your business works. (there are several WordPress plugins that let you schedule appointments. I use this one)

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Now You’re Ready… Almost

Just one last word of advice. No matter how much you want to…

DO NOT spend an hour convincing your potential clients how badly they need you. Those &#*% tax forms speak for themselves.

Be genuine. You need to have a legitimate desire to help your audience. If you don’t, this just won’t work.

Finally, keep in mind that you can’t make money if you keep helping. Be prepared to field questions from your audience by email or facebook afterwards.

Know when it’s time to say “I’d love to help you complete your taxes. Why don’t you stop by my office?”

Can you use webinars to help build more clients for your CPA business? Tell me what you think in the comments!

Episode 34 – Are You Genuine in Your Webinars?

8592305100_cdf65764f7_zOf course you want to make sales. We all do.

But if that’s all your after… be prepared to head down a bumpy road.

It’s tough to swallow, but the goal of your webinars cannot be simply to get everyone to click the “Buy Now!” button. No, you need a deeper purpose than that.

You have to be genuine in that purpose, too.

Webinars are different from a 500 word blog post, or a 3 minute video on YouTube. What you offer in a Webinar is really and truly a product.

A good webinar is something you could record and sell at a reasonable price without any hesitation. But you’re giving it away for free!

Listen to this Podcast here…

The goal of your webinar should be to get your attendees, whether they purchase from you or not, to learn enough and be motivated enough to accomplish a task.

What do you want your highly targeted attendees to do when the webinar is over? What’s the next action they should take to reach their goal?

And an they do it without you? If you’re really genuine in your training, your webinar will show your expertise by getting your prospects to take action now.

With, or without, your paid products.

 

Photo by Marcella