How can I convert webinars into sales

How to generate revenue with webinars

You want to increase your sales. You want to acquire customers faster than is possible with the placement of advertisements.

To do this, you have to convert interested customers into paying customers, because there is nothing worse than leads that don't bring in any sales in the end.

An interested customer is only useful if you can turn him into a paying customer, because only paying customers generate more sales.

In order to attract paying customers, however, you need a sales funnel.

The sales funnel is used for customer care and prepares interested customers for the purchase so that fewer leads are lost during the process.

Don't worry, I also started small.

Sometimes leads just slip through the fingers. Maybe it's because of the advertising campaign, insufficient customer care or maybe you just have too much on your mind to be able to take care of all your contacts appropriately.

However, this can quickly have devastating consequences.

We digital marketers have two jobs at the same time.

We need to acquire new leads and then convert them into paying customers.

This is what the sales funnel is for and a webinar, also known as a webinar for short, is ideal for your sales funnel.

The sales funnel of a webinar could look like this:

Since webinars are held in video format, you can talk to the participants personally about the products and services offered. This face-to-face exchange creates trust.

And every marketer knows that trust and a good customer relationship ultimately lead to more sales.

New leads are gradually led through the phases of the sales funnel, of course a few leads are always lost.

But that is quite normal. The sales funnel not only helps with lead acquisition, but also with customer care. It is used to qualify new leads to find out which leads show the greatest potential.

That is why it is called a funnel. Not all of them make it to the end.

But that's not a problem, because you don't want to everyone Collect lead, but only the right ones Leads.

To do this, you need to put together a profitable sales funnel for your webinar.

How to do that, I'll show you now.

1. Place advertisements on Facebook

Everyone knows that advertising on Facebook can be very profitable.

In June 2017, Facebook already had two billion monthly active users. When you consider that there are only seven billion people on the planet, that's quite a lot.

The platform has a lot of influence.

Other platforms can also be very worthwhile, but they are not as influential as Facebook.

You can also advertise on other social networks to attract more participants to your webinar, but Facebook is usually the most effective.

You should advertise for this, because that's what advertising is intended for. Or?

This is the first phase of the sales funnel.

You have to reach the people who might be interested in your webinar, and of course the best way to do that is on the platform they use regularly: Facebook.

Here are a few tips for creating advertisements for a webinar.

Address your target audience's problem.

Every good salesperson knows that you have to address the problem of your target group and offer a suitable solution to this problem.

Ashley Stahl does it great. Here she is promoting her webinar with an advertisement on Facebook:

Who does not know that. You go into an interview with high expectations, only to be disappointed in the end.

Ashley addresses this problem and offers the solution in her webinar.

You should follow their example.

You have to offer your customers a solution to one of their problems.

Ask yourself the following question: "What problem can I solve in my webinar?"

Then you address this problem and your solution in your advertisement.

Go into the solution.

It wouldn't do you any good if you mess around with the problem and then don't offer a solution.

You have to point out that you have the right solution. Here is a good example from GMAT Club:

The problem and the solution offered fit together seamlessly.

Pointing out the problem of your target group only makes sense if you also point out the solution in your offer at the same time.

Without the solution, your advertising strategy is useless.

Be personable.

If you don't come across as personable, potential customers won't be able to identify with your brand.

And if they don't identify with your brand, then chances are they're not interested in your webinar either.

To promote her new webinar on social media management, Liz Benny chose a funny photo and humorous text. The advertisement screams: "I am personable!"

Of course, you have to find a healthy balance between personable and formal. Only you can decide what this balance looks like, but authenticity is particularly important to many customers.

So transparency is often the best choice.

Tell an interesting story.

Webinars should be used to tell an interesting story. If you can't think of a suitable topic, you can go into your own career.

What did you do? What lessons did you learn? What can you teach other people?

Your own story is sure to be interesting.

There is always someone who would love to follow in your footsteps. You can teach these people how to make it a success in your webinar.

Jason O'Neil also chose this path:

Your background is interesting, so if you don't know what to discuss in your webinar, you can simply share your own story and lessons learned.

Each of us has an interesting story to tell and we love to listen too.

Your webinar should be free.

Free webinars tend to attract more attendees.

Michael Hyatt, expert in target group development and platform author, is only too familiar with it. Here is one of his Facebook ads:

He mentions five times that the webinar is free to attend!

If you want to attract as many participants as possible, you have to remove obstacles out of the way. The price is often an obstacle.

Now you are probably wondering whether a free webinar is perceived as less valuable. This is entirely possible and you should be aware of this.

In this case you can point out the exclusivity of the webinar, like Michael Hyatt with the sentence “only limited participation possible”.

Now the perceived value of your webinar and the number of participants increases.

You depend on high numbers of participants, so your webinar should be free so that interested users have no reason not to participate.

2. "Wait! There's more!"

Who doesn't hate them? Infomercials.

The phrase “Wait! There's more!" is really annoying and can drive you crazy.

Those are just empty promises anyway. All that stuff is included in the price anyway. Anyone can claim that the product is worth more than it actually is.

It is easy.

It is difficult to convince the customer of this.

But there is a good reason why infomercials are still so successful. Yes, the sentence has now become a cliché and no longer works as well as it used to, but the principle still works today.

Just think of the exit intent pop-ups in online shops.

Basically, this pop-up is nothing more than an infomercial with the words “Wait! There's more!"

This strategy works because we humans naturally want to make smart, well-considered purchasing decisions.

Sometimes we just need a little nudge that makes us feel like we've got a bargain to make the purchase.

Many retail brands use this method, including DODOCase.

And Pura Vida bracelets.

But how do you use this strategy in a webinar?

At the end of every webinar, you make an offer to the participants. This could be a discount, a competition or maybe a gift for participants who buy a product.

It's not that complicated. Here is an email from SilverPop to serve as an example.

In the example above, the video of the webinar is offered for download after the seminar. In addition, the participant receives additional resources and useful information about the product.

Something simple like this email can also help you achieve your goal.

Sometimes an interested customer just needs to be motivated. A short “wait! There's more!" is often enough.

3. Collect email contacts

This point shouldn't really have to be explained separately, but it is often overlooked or simply forgotten, which is why I would like to address it now.

When you get the registrations for your webinar, you need to collect the email addresses of your participants.

Even if you only ask for one piece of information from your attendees in return for their participation, it should be their email address.

Without the e-mail address, you will not be able to contact you afterwards or take care of your customers.

Always remember, you are doing the webinar to collect new leads.

Some of the participants will immediately accept your offer, others have yet to be convinced, so you have to put together a contact list.

Your webinar will likely have a registration page that might look something like this:

If you click on “Claim my spot now!” click, this window opens:

You don't even have to enter your name, just an email address.

The email of potential customers is their most important piece of information.

Perhaps they would even enter their name, but you do not have to take the risk at this point because it could represent a further obstacle and would not offer any significant added value.

Few people would reveal their phone number, so the name doesn't matter because you don't want to register them.

We have already got used to entering our e-mail addresses in order to subscribe to all kinds of programs and services, so you should take advantage of this and collect the e-mail addresses of your participants.

You can then contact them again later, before or after the webinar.

Email addresses are a must for your sales funnel.

4. Thank you to the participants for their participation

Many marketers skip this step believing that once they get the email address, their job is done.

But you also want to make a good impression.

Someone signed up for your webinar. This user trusts you, finds your content helpful and may even tell their friends about it.

You should at least thank them for that.

Don't make it too complicated. Just send them a quick email.

When I signed up for a webinar from Smart Blogger, I got this nice email:

This email thanked me for registering and explained how I can attend the webinar.

You can also send the registered participants a discount or a gift, just like Naturebox in this competition:

Or you show the user a special landing page with a gift and additional information after successful registration.

Or you simply say thank you, like Orbit Media Studios.

“Thank you” can be heard again and again in the retail industry and in customer service, your webinar should be no exception.

It doesn't matter either the industry or the product. A thank you is always appropriate.

The first impression is of great importance, especially at a webinar, because you want to maintain the contacts in the course of the coming weeks.

So make a good first impression.

Be nice and thank your participants.

5. Provide real added value

Don't let yourself be tempted and don't turn your webinar into a sales pitch.

You can subtly call on participants to take action, but you also have to offer something to your audience.

Why?

Because the participants get a first impression of you and your company through this webinar.

If your webinar turns into a sales pitch, they will definitely not attend a second time.

Always remember that you need to develop a good relationship with your customers before you can ask for anything in return.

In the webinar by Jon Morrow (CEO of Smart Blogger), the participant gets something.

He first goes into new and old strategies for building a profitable blog, then explains why Medium, a blogging program, is a great option.

Then he builds a blog with medium and leads the participants step by step through the entire process.

At the end of the webinar, he calls on the participants to propose a blog topic for him, on which he then comments.

The webinar was live, which enabled him to gain the trust of the participants.

He even shows how to find blog ideas and topics on BuzzSumo.

All of this gives his offer even more credibility and persuasiveness.

First, help the participants and offer them real added value before you make them an offer at the end.

6. The convincing call to action

Your webinar needs to end with a compelling call to action.

Of course, you want to offer added value, but you are conducting the webinar primarily to generate more sales.

That's totally OK.

If your call to action at the end of the webinar is believable and compelling enough, attendees won't mind.

Jon Morrow even admits in his webinar that although Medium is very easy to use, it will be difficult to make money with it later.

He says that at some point you have to have your own website if you want to make money on your blog.

He tells his participants that they are welcome to build the website and the sales funnel themselves, but then asks a crucial question.

And then he makes his offer. He calls it the "Freedom Machine".

Then Jon underlines his offer with this irresistible guarantee of success:

Then he names the prices of his training course.

And concludes the whole thing with testimonials.

He addresses each of these slides during his webinar.

The offer is really convincing. You think: “What do I have to lose?”

You have to give your participants exactly that feeling.

Some participants can be convinced immediately, others take a little longer to think.

The last step is intended for these participants.

7. Contact non-converted participants again

You mustn't give up now.

However, most prospects need to come in contact with a company multiple times before converting.

So don't give up.

After Jon's webinar, I got this email.

One day later I received this email:

And a week later this email came:

On the same day then another:

So Jon Morrow contacted me four more times after the webinar.

You should do that too. Not everyone wants to buy your product right away. Some users want to sleep over it again and reconsider their decision.

It's your job to keep reminding them of your offer.

Conclusion

You certainly don't want to waste your time on a webinar that ends up bringing leads but not customers. From a content marketing perspective, that would not only be a waste of time, but also a waste of money.

Unfortunately, this is how many webinars end up. Either nobody participates or nobody buys the product.

That's a shame.

To avoid that and only collect leads who later become paying customers, you need a profitable sales funnel.

A webinar alone is not enough. You first have to bring your product closer to the participants and then convince them to buy it.

It is best to place advertisements on Facebook to attract participants and be sure to collect the email addresses of the registered participants. Then you have to offer the participants added value and make a good first impression.

End your webinar with a convincing call to action and later contact the participants who have not converted.

It's not a science, but an art.

Use the steps in this article to build your own sales funnel for your webinar, with traffic in leads and leads in paying

You want to increase your sales. You want to acquire customers faster than is possible with the placement of advertisements.

To do this, you have to convert interested customers into paying customers, because there is nothing worse than leads that don't bring in any sales in the end.

An interested customer is only useful if you can turn him into a paying customer, because only paying customers generate more sales.

In order to attract paying customers, however, you need a sales funnel.

The sales funnel is used for customer care and prepares interested customers for the purchase so that fewer leads are lost during the process.

Don't worry, I also started small.

Sometimes leads just slip through the fingers. Maybe it's because of the advertising campaign, insufficient customer care or maybe you just have too much on your mind to be able to take care of all your contacts appropriately.

However, this can quickly have devastating consequences.

We digital marketers have two jobs at the same time.

We need to acquire new leads and then convert them into paying customers.

This is what the sales funnel is for and a webinar, also known as a webinar for short, is ideal for your sales funnel.

The sales funnel of a webinar could look like this:

Since webinars are held in video format, you can talk to the participants personally about the products and services offered. This face-to-face exchange creates trust.

And every marketer knows that trust and a good customer relationship ultimately lead to more sales.

New leads are gradually led through the phases of the sales funnel, of course a few leads are always lost.

But that is quite normal. The sales funnel not only helps with lead acquisition, but also with customer care. It is used to qualify new leads to find out which leads show the greatest potential.

That is why it is called a funnel. Not all of them make it to the end.

But that's not a problem, because you don't want to everyone Collect lead, but only the right ones Leads.

To do this, you need to put together a profitable sales funnel for your webinar.

How to do that, I'll show you now.

1. Place advertisements on Facebook

Everyone knows that advertising on Facebook can be very profitable.

In June 2017, Facebook already had two billion monthly active users. When you consider that there are only seven billion people on the planet, that's quite a lot.

The platform has a lot of influence.

Other platforms can also be very worthwhile, but they are not as influential as Facebook.

You can also advertise on other social networks to attract more participants to your webinar, but Facebook is usually the most effective.

You should advertise for this, because that's what advertising is intended for. Or?

This is the first phase of the sales funnel.

You have to reach the people who might be interested in your webinar, and of course the best way to do that is on the platform they use regularly: Facebook.

Here are a few tips for creating advertisements for a webinar.

Address your target audience's problem.

Every good salesperson knows that you have to address the problem of your target group and offer a suitable solution to this problem.

Ashley Stahl does it great. Here she is promoting her webinar with an advertisement on Facebook:

Who does not know that. You go into an interview with high expectations, only to be disappointed in the end.

Ashley addresses this problem and offers the solution in her webinar.

You should follow their example.

You have to offer your customers a solution to one of their problems.

Ask yourself the following question: "What problem can I solve in my webinar?"

Then you address this problem and your solution in your advertisement.

Go into the solution.

It wouldn't do you any good if you mess around with the problem and then don't offer a solution.

You have to point out that you have the right solution. Here is a good example from GMAT Club:

The problem and the solution offered fit together seamlessly.

Pointing out the problem of your target group only makes sense if you also point out the solution in your offer at the same time.

Without the solution, your advertising strategy is useless.

Be personable.

If you don't come across as personable, potential customers won't be able to identify with your brand.

And if they don't identify with your brand, then chances are they're not interested in your webinar either.

To promote her new webinar on social media management, Liz Benny chose a funny photo and humorous text. The advertisement screams: "I am personable!"

Of course, you have to find a healthy balance between personable and formal. Only you can decide what this balance looks like, but authenticity is particularly important to many customers.

So transparency is often the best choice.

Tell an interesting story.

Webinars should be used to tell an interesting story. If you can't think of a suitable topic, you can go into your own career.

What did you do? What lessons did you learn? What can you teach other people?

Your own story is sure to be interesting.

There is always someone who would love to follow in your footsteps. You can teach these people how to make it a success in your webinar.

Jason O'Neil also chose this path:

Your background is interesting, so if you don't know what to discuss in your webinar, you can simply share your own story and lessons learned.

Each of us has an interesting story to tell and we love to listen too.

Your webinar should be free.

Free webinars tend to attract more attendees.

Michael Hyatt, expert in target group development and platform author, is only too familiar with it. Here is one of his Facebook ads:

He mentions five times that the webinar is free to attend!

If you want to attract as many participants as possible, you have to remove obstacles out of the way. The price is often an obstacle.

Now you are probably wondering whether a free webinar is perceived as less valuable. This is entirely possible and you should be aware of this.

In this case you can point out the exclusivity of the webinar, like Michael Hyatt with the sentence “only limited participation possible”.

Now the perceived value of your webinar and the number of participants increases.

You depend on high numbers of participants, so your webinar should be free so that interested users have no reason not to participate.

2. "Wait! There's more!"

Who doesn't hate them? Infomercials.

The phrase “Wait! There's more!" is really annoying and can drive you crazy.

Those are just empty promises anyway. All that stuff is included in the price anyway. Anyone can claim that the product is worth more than it actually is.

It is easy.

It is difficult to convince the customer of this.

But there is a good reason why infomercials are still so successful. Yes, the sentence has now become a cliché and no longer works as well as it used to, but the principle still works today.

Just think of the exit intent pop-ups in online shops.

Basically, this pop-up is nothing more than an infomercial with the words “Wait! There's more!"

This strategy works because we humans naturally want to make smart, well-considered purchasing decisions.

Sometimes we just need a little nudge that makes us feel like we've got a bargain to make the purchase.

Many retail brands use this method, including DODOCase.

And Pura Vida bracelets.

But how do you use this strategy in a webinar?

At the end of every webinar, you make an offer to the participants. This could be a discount, a competition or maybe a gift for participants who buy a product.

It's not that complicated. Here is an email from SilverPop to serve as an example.

In the example above, the video of the webinar is offered for download after the seminar. In addition, the participant receives additional resources and useful information about the product.

Something simple like this email can also help you achieve your goal.

Sometimes an interested customer just needs to be motivated. A short “wait! There's more!" is often enough.

3. Collect email contacts

This point shouldn't really have to be explained separately, but it is often overlooked or simply forgotten, which is why I would like to address it now.

When you get the registrations for your webinar, you need to collect the email addresses of your participants.

Even if you only ask for one piece of information from your attendees in return for their participation, it should be their email address.

Without the e-mail address, you will not be able to contact you afterwards or take care of your customers.

Always remember, you are doing the webinar to collect new leads.

Some of the participants will immediately accept your offer, others have yet to be convinced, so you have to put together a contact list.

Your webinar will likely have a registration page that might look something like this:

If you click on “Claim my spot now!” click, this window opens:

You don't even have to enter your name, just an email address.

The email of potential customers is their most important piece of information.

Perhaps they would even enter their name, but you do not have to take the risk at this point because it could represent a further obstacle and would not offer any significant added value.

Few people would reveal their phone number, so the name doesn't matter because you don't want to register them.

We have already got used to entering our e-mail addresses in order to subscribe to all kinds of programs and services, so you should take advantage of this and collect the e-mail addresses of your participants.

You can then contact them again later, before or after the webinar.

Email addresses are a must for your sales funnel.

4. Thank you to the participants for their participation

Many marketers skip this step believing that once they get the email address, their job is done.

But you also want to make a good impression.

Someone signed up for your webinar. This user trusts you, finds your content helpful and may even tell their friends about it.

You should at least thank them for that.

Don't make it too complicated. Just send them a quick email.

When I signed up for a webinar from Smart Blogger, I got this nice email:

This email thanked me for registering and explained how I can attend the webinar.

You can also send the registered participants a discount or a gift, just like Naturebox in this competition:

Or you show the user a special landing page with a gift and additional information after successful registration.

Or you simply say thank you, like Orbit Media Studios.

“Thank you” can be heard again and again in the retail industry and in customer service, your webinar should be no exception.

It doesn't matter either the industry or the product. A thank you is always appropriate.

The first impression is of great importance, especially at a webinar, because you want to maintain the contacts in the course of the coming weeks.

So make a good first impression.

Be nice and thank your participants.

5. Provide real added value

Don't let yourself be tempted and don't turn your webinar into a sales pitch.

You can subtly call on participants to take action, but you also have to offer something to your audience.

Why?

Because the participants get a first impression of you and your company through this webinar.

If your webinar turns into a sales pitch, they will definitely not attend a second time.

Always remember that you need to develop a good relationship with your customers before you can ask for anything in return.

In the webinar by Jon Morrow (CEO of Smart Blogger), the participant gets something.

He first goes into new and old strategies for building a profitable blog, then explains why Medium, a blogging program, is a great option.

Then he builds a blog with medium and leads the participants step by step through the entire process.

At the end of the webinar, he calls on the participants to propose a blog topic for him, on which he then comments.

The webinar was live, which enabled him to gain the trust of the participants.

He even shows how to find blog ideas and topics on BuzzSumo.

All of this gives his offer even more credibility and persuasiveness.

First, help the participants and offer them real added value before you make them an offer at the end.

6. The convincing call to action

Your webinar needs to end with a compelling call to action.

Of course, you want to offer added value, but you are conducting the webinar primarily to generate more sales.

That's totally OK.

If your call to action at the end of the webinar is believable and compelling enough, attendees won't mind.

Jon Morrow even admits in his webinar that although Medium is very easy to use, it will be difficult to make money with it later.

He says that at some point you have to have your own website if you want to make money on your blog.

He tells his participants that they are welcome to build the website and the sales funnel themselves, but then asks a crucial question.

And then he makes his offer. He calls it the "Freedom Machine".

Then Jon underlines his offer with this irresistible guarantee of success:

Then he names the prices of his training course.

And concludes the whole thing with testimonials.

He addresses each of these slides during his webinar.

The offer is really convincing. You think: “What do I have to lose?”

You have to give your participants exactly that feeling.

Some participants can be convinced immediately, others take a little longer to think.

The last step is intended for these participants.

7. Contact non-converted participants again

You mustn't give up now.

However, most prospects need to come in contact with a company multiple times before converting.

So don't give up.

After Jon's webinar, I got this email.

One day later I received this email:

And a week later this email came:

On the same day then another:

So Jon Morrow contacted me four more times after the webinar.

You should do that too. Not everyone wants to buy your product right away. Some users want to sleep over it again and reconsider their decision.

It's your job to keep reminding them of your offer.

Conclusion

You certainly don't want to waste your time on a webinar that ends up bringing leads but not customers. From a content marketing perspective, that would not only be a waste of time, but also a waste of money.

Unfortunately, this is how many webinars end up. Either nobody participates or nobody buys the product.

That's a shame.

To avoid that and only collect leads who later become paying customers, you need a profitable sales funnel.

A webinar alone is not enough. You first have to bring your product closer to the participants and then convince them to buy it.

It is best to place advertisements on Facebook to attract participants and be sure to collect the email addresses of the registered participants. Then you have to offer the participants added value and make a good first impression.

End your webinar with a convincing call to action and later contact the participants who have not converted.

It's not a science, but an art.

Use the steps in this article to create your own sales funnel for your webinar that can turn traffic into leads and leads into paying customers. All you have to do is put it into practice.

How do you make your webinars profitable?

Customers can be transformed. All you have to do is put it into practice.

How do you make your webinars profitable?

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