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Webinar marketing sucess

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Learn how to plan , produce, and profit from your first webinar.
In case you have not noticed, webinars are one of the leading online marketing tools available. Learn the ins and outs of how to successfully run your own webinar marketing campaign.

Published in: Business
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Webinar marketing sucess

  1. 1. WHO AM I??? FARAAD HAASHIM * DIGITAL MARKETING CONSULTANT INTERNET MARKETING SPECIALIST OWNER: THE SMALL BUSINESS PROFIT WWW.THESBP.CO
  2. 2. WHY DO WEBINARS MATTTER? •WEBINARS = REAL CUSTOMER ENGAGEMENT •CMI - ONE OF THE MOST EFFECTIVE MARKETING CHANNELS TODAY •INCREASE ROI •IMPROVE CUSTOMER RELATIONSHIPS •BUILD LARGER AUDIENCES
  3. 3. STILL NOT CONVINCED? CONSIDER … •CONVENIENCE – PC OR MOBILE MADE EASY •LOW COST – MANY PLATFORMS TO CHOOSE FROM •BUILD YOUR EMAIL LIST – PEOPLE EXPECT TO REGISTER •CONNECT DEEPER WITH CUSTOMERS – ONE ON ONE •ATTRACT A GREATER AUDIENCE – DIFFERENT PEOPLE LEARN DIFFERENT WAYS
  4. 4. STILL NOT CONVINCED? CONSIDER … •GET THROUGH HARD TOPICS – EASIER TO EXPLAIN WITH VISUALS & VOCALS •PUSH THROUGH OBJECTIONS – ANSWER QUESTIONS LIVE! •REPURPOSE THE CONTENT – REPLAY OPTIONS & SOCIAL SHARING READY •MORE CREDIBILITY – MAKE YOURSELF AN AUTHORITY
  5. 5. TYPES OF WEBINARS •KEYNOTE •“HOW TO” TRAINING •E-COURSE •INTERVIEWS •PANEL DISCUSSIONS •FACILITATION “OPEN FORUM” •COACHING •DEMONSTRATION •WHICH WILL FIT YOUR NICHE?
  6. 6. KEYNOTE –------- “MAIN SPEAKER” • HAS A SPECIFIC TOPIC OF INTEREST • TYPICALLY ONE MAIN PRESENTER • OR GUEST SPEAKER GREAT FOR BRINGING ATTENTION TO A SPECIFIC PROBLEM, PRODUCT, OR SERVICE
  7. 7. “HOW TO” TRAINING •HIGHLIGHT THE BEST WAYS TO USE YOUR PRODUCTS / SERVICES •ANSWER Q/A FEEDBACK FROM POTENTIAL CUSTOMERS VASTLY IMPROVES CUSTOMER RETENTION, AS YOU CAN SELL CUSTOMERS ON THE FACT THAT THEY WILL BE SHOWN EXACTLY WHAT TO DO WITH THEIR PURCHASE.
  8. 8. E-COURSE •SIMILAR TO “HOW TO” TRAINING •NOW THIS TAKES A DEEP DIVE INTO THE BENEFITS OF YOUR BUSINESS •HAPPENS OVER THE COURSE OF SEVERAL DAYS OR WEEKS *COURSES MAKE IT EASIER TO MOVE CUSTOMERS DEEPER IN YOUR SALES FUNNEL
  9. 9. INTERVIEWS •JUST LIKE “TV” •BRING ON A GUEST EXPERT TO ASK QUESTIONS •MAKE IT INTERACTIVE BY BRINING IN AUDIENCE Q/A IMPROVES YOUR CREDIBILITY. INTERACTING WITH EXPERTS ALSO MAKES YOU APPEAR LIKE AN EXPERT… THE OPRAH EFFECT!
  10. 10. PANEL DISCUSSIONS •ROUND TABLE DISCUSSIONS •SIGN IN MULTIPLE EXPERTS •ADDS HUGE VALUE TO CUSTOMERS, AND ALLOWS FOR HIGHER LEVELS OF ENGAGEMENT EXCELLENT WAY TO GENERATE MORE LEADS, BUILD AWARENESS OF A PROBLEM, AND GET YOUR NAME OUT THERE AS A THOUGHT LEADER
  11. 11. FACILITATION “OPEN FORUM” •NOT AN EXPERT? BE A DISCUSSION FACILITATOR •BRING VALUE BY GATHERING PEOPLE FOR GREAT DISCUSSION •EXCELLENT FOR NEWBIES IN ADDITION, YOU CAN REPURPOSE THAT CONTENT BY CREATING NEW PRODUCTS FROM THE INFORMATION YOU GATHER FROM YOUR AUDIENCE.
  12. 12. COACHING • ALL COACHES NEED TO USE WEBINAR MARKETING! • INTERACT WITH A GROUP OF YOUR CLIENTS – SAVE MORE TIME • REGULAR COACHING SESSIONS BUILD CREDIBILITY, AUTHORITY, AND RETENTION * AS CLIENTS SEE YOU COACHING, THEY WILL BE MORE INCLINED TO MOVE DOWN THE SALES FUNNEL & PAY FOR ONE-ON-ONE SERVICES
  13. 13. DEMONSTRATION • SHOW HOW YOUR PRODUCT WORKS • USE SCREEN SHARE, OR EVEN WATCH VIDEO TOGETHER • EXCELLENT PURCHASE FOLLOW-UP THESE ARE NOT THE ONLY WAYS TO USE WEBINARS, BUT NOW YOU CAN THINK FOR YOURSELF ON WHICH TYPE MIGHT BEST IMPROVE BUSINESS.
  14. 14. WEBINAR GOALS • IDENTIFY EXACTLY WHY YOU ARE HOSTING YOUR WEBINAR • WHAT IS THE TOPIC • ANY OBJECTIVES • WHAT TYPE OF WEBINAR WILL BE BEST? MAKE YOUR GOALS MEASURABLE, SPECIFIC, AND REALISTIC
  15. 15. EXAMPLE GOALS • “WE NEED TO GET BETTER AT KEEPING OUR CUSTOMERS COMING BACK (CUSTOMER RETENTION) • WE NEED MORE PEOPLE TO MARKET TO (LEAD GENERATION)
  16. 16. CUSTOMER RETENTION •MADE FOR EXISTING CUSTOMERS (ALREADY PURCHASED) •ANSWERS QUESTIONS RECEIVED ABOUT YOUR PRODUCTS •SPECIFIC FEATURE OF YOUR PRODUCT THAT NEEDS FURTHER EXPLANATION KEEP YOUR CUSTOMERS HAPPY WITH THEIR DECISION TO SUPPORT YOUR BUSINESS
  17. 17. CUSTOMER RETENTION IN THIS EXAMPLE SOME OF THE TOPICS YOU MAY WANT TO DELIVER ARE: • HOW TO USE YOUR PRODUCTS MORE EFFECTIVELY • PUTTING YOUR SERVICE TO WORK IN YOUR BUSINESS/LIFE • ROUND TABLE OF GRADUATES OF YOUR E-COURSE • FREE Q & A SESSION RE: MY E-COURSE • LIVE EXAMPLES OF USING YOUR PRODUCTS
  18. 18. LEAD GENERATION • FIRST DETERMINE HOW YOU WILL MEASURE # OF NEW SUBSCRIBERS • WE INCREASED BY X# OF SUBSCRIBERS THIS TIME • NEXT SELECT A GOOD TITLE • LASTLY IDENTIFY SOME JOINT VENTURE PARTNERS TO INVITE
  19. 19. LEAD GENERATION • IN THIS EXAMPLE SOME OF THE TOPICS YOU MAY WANT TO DELIVER ARE: • PROFITABLE NICHES FOR XYZ • BECOME AN IN-DEMAND XYZ • THE ROAD TO PROFIT: 5 WAYS TO EARN MONEY AS A XYZ • LEARN ABOUT FIVE POPULAR NICHES FOR XYZ’S • EARN MONEY AS A XYZ WITH THESE IN-DEMAND SERVICE IDEAS
  20. 20. REPURPOSE!!! IF YOU CHOOSE TO DO A SERIES, YOU CAN PUT THEM ON AUTO REPLAY EACH WEEK AND RUN THEM “LIVE” EVEN IF THEY’RE NOT. DO THE RECORDING ONCE, AND MAKE THEM WORK FOR YOU TO INCREASE RETENTION FOR YEARS TO COME.
  21. 21. LETS RECAP •DECIDE ON THE GOAL OF YOUR WEBINAR. •DECIDE ON THE TYPE OF WEBINAR •SELECT YOUR TOPICS •LIST 3 DIFFERENT GOALS, PICK A WEBINAR TYPE, THEN BRAINSTORM A TOPIC •THE SMALL BUSINESS PROFIT •1 LEAD GENERATION •2 BUILD TOPIC AUTHORITY •3 EDUCATE NEW CLIENTS TO TRY OUR SERVICES •WEBINAR TYPE: KEYNOTE •TOPICS: WEBINAR MARKETING, SALES FUNNEL CREATION, HOW TO USE AFFILIATE MARKETERS
  22. 22. CREATE YOUR WEBINAR! •WE NEED A SPECIFIC SEQUENCE •HOW WILL WE DESIGN THIS? •CREATION TOOLS , SCRIPTING, AND PRESENTATION TIPS
  23. 23. PRESENTATION TOOLS •MICROSOFT POWERPOINT – INDUSTRY STANDARD, YOU LIKELY HAVE THIS ON YOUR PC •KEYNOTE - MACS ANSWER TO POWERPOINT •OPENOFFICE – FREE, OPEN SOURCE SOFTWARE. CREATE DOCUMENTS / SLIDESHOWS •GOOGLE SLIDES - GOOGLE SLIDES, AVAILABLE WITHIN GOOGLE DRIVE, WORKS A LOT LIKE ANY OTHER
  24. 24. WEBINAR SCRIPTING • OPENING TITLE • INTRODUCTION • CORE CONTENT • CONCLUSION • MAIN OFFER • Q&A • THANK YOU & FOLLOW-UPS • CLEAR CALL TO ACTION • BE HAPPY .. YOU DID IT!!!
  25. 25. SCRIPTING DETAILS •OPENING TITLE: WHO WHAT WHEN WHERE WHY •INCLUDE PICTURES AND BACKGROUND OF THE PRESENTERS •SET THE TONE, LET VIEWERS KNOW THEY CAME TO THE RIGHT PLACE •INTRODUCTIONS: INTRODUCE YOURSELF AND ANY PRESENTERS •GIVE RELEVANT INFO TO HELP HUMANIZE AND PERSONALIZE THE EVENT FOR THE PARTICIPANTS •TELL THE GOAL OF THE PRESENTATION
  26. 26. SCRIPTING DETAILS •CORE CONTENT: THE BULK OF YOUR MESSAGE (80%) •ORGANIZE BASED ON A TIMELINE •DO NOT OVERLOAD THEM WITH INFORMATION •BREAK THINGS UP WITH Q/A, OR POLLING THE AUDIENCE •CONCLUSION: SUMMARIZE EVERYTHING YOUR AUDIENCE JUST LEARNED
  27. 27. SCRIPTING DETAILS •THE OFFER •WHAT YOUR ENTIRE EVENT SHOULD LEAD UP TO •LIKELY TIME TO LEAD TO A SALES PAGE •GIVE CLEARLY ACTIONABLE NEXT STEPS •TEACH YOUR AUDIENCE HOW ALL OF THIS BENEFITS THEM
  28. 28. SCRIPTING DETAILS •Q & A: THIS WAS ALL ABOUT ENGAGEMENT •BUILD CREDIBILITY THROUGH ANSWERING QUESTIONS •DEVELOP SEPARATE Q & A SLIDES (GET THEM READY) •THANK YOU AND NEXT STEPS •CTA TIME: HIT YOUR AUDIENCE WITH A CALL TO ACTION •PROVIDE ADDITIONAL INFO ON OTHER RECORDINGS, HANDOUTS, EXIT SURVEYS… ETC
  29. 29. CRAFTING THE CTA •BE VERY CLEAR AND CONCISE •REMOVE RISK “MONEY BACK GAURANTEE” •PROVOKE EMOTION •GIVE THEM INCENTIVES TO ACT NOW
  30. 30. SECTION RECAP •1 PICK YOUR CREATION TOOL •2 WRITE YOUR COMPELLING SCRIPT •3 CREATE YOUR CALL TO ACTION •4 CREATE YOUR SLIDES
  31. 31. MAKE YOUR WEBINAR SALES FUNNEL •CONVERT YOUR PRESENTATION INTO ACTUAL DOLLARS •WHAT WEB PAGES TO CREATE •HOW TO SETUP AN AUTO RESPONDER SERIES •HOW TO CRAFT EACH EMAIL FOR PROMOTION
  32. 32. WEBINAR SALES FUNNEL – WEB PAGES •WEB PAGES NEEDED •REGISTRATION PAGE - OPTIN OR “LANDING PAGE” •THANK YOU PAGE •LIVE WEBINAR PAGE •WEBINAR REPLAY PAGE – IN CASE YOU MISSED IT •SALES PAGE - SELL YOU PRODUCTS/SERVICES
  33. 33. REGISTRATION PAGE •CREATING YOUR REGISTRATION PAGE •LEADPAGES $$ •WEBINAR JAM $ •OPTIMIZE PRESS (WORDPRESS) $ •CLICKFUNNELS $$$ < - ALL IN ONE
  34. 34. REGISTRATION PAGE •TITLE OF YOUR WEBINAR – MAKE IT BOLD & CLEAR •DATE & TIME OF YOUR EVENT – CLEAR TIME, INCLUDING TIME ZONES •WHAT WILL YOUR VIEWERS LEARN? – BRIEFLY DESCRIBE WHY THEY SHOULD SIGN UP •MAJOR BENEFITS- WHAT IS IN IT FOR THEM? •DETAILS ON THE PRESENTERS (PICTURES) – MAKE THINGS MORE PERSONAL
  35. 35. REGISTRATION PAGE •TESTIMONIALS - SHOW PREVIOUS SUCCESS •CLEAR CALL TO ACTION – LET THEM KNOW HOW TO BUY INTO YOUR BUSINESS •ONE CLICK OPT INS – MAKE IT EASY FOR PREVIOUS CUSTOMERS
  36. 36. WEBINAR SALES FUNNEL – WEB PAGES •THANK YOU PAGE • VIDEO – MORE ENGAGING THAN WORDS • TIME REMINDER • HOW TO ATTEND – WHAT TO BRING, WHAT TO EXPECT • SOCIAL SHARING BUTTONS – LET THEM PROMOTE FOR YOU! • QUICK ADD TO CALENDAR* BUILD MORE TRUST, NURTURE YOUR RELATIONSHIPS .. A THANK YOU GOES A LONG WAY
  37. 37. WEBINAR SALES FUNNEL – WEB PAGES •LIVE WEBINAR PAGE – EVENT PAGE •CHAT BOXES – GET THE CONVO’S GOING •POLLS OR SURVEYS •LIMITED TIMED OFFERS – CREATE A SENSE OF URGENCY TO BUY*** •WEBINAR REPLAY – LET THEM RELIVE THE MAGIC
  38. 38. WEBINAR SALES FUNNEL – WEB PAGES • SALES PAGE • HEADLINE - GRAB THEIR ATTENTION • PERSUASIVE OPENING INFO – WARM THEM UP • BUILD TRUST – MENTION THE WEBINAR • ESTABLISH CREDIBILITY • TESTIMONIALS • CLEAR CALL TO ACTION • OFFER GUARANTEE – REDUCE THE RISK OF PURCHASE $ $ $
  39. 39. AUTO RESPONDER SERIES •CAPTURE THEIR EMAIL, THEN PUT IT TO WORK •SET UP FOLLOW UP MESSAGES •REMIND THEM OF NEW EVENTS •USE EMAIL MARKETING TO BUILD RELATIONSHIPS
  40. 40. AUTO RESPONDER SERIES – EMAIL TYPES • PRE WEBINAR EMAILS • SIGN UP THANK YOU • REMINDERS • DETAIL FOLLOW-UPS • INSTRUCTIONS • SURVEYS & FEEDBACK • POST WEBINAR EMAILS • REPLAY OPTIONS • FUTURE WEBINAR BROADCASTS • OFFER REMINDERS • LIMITED TIME OFFERS • ADDITIONAL INFO
  41. 41. AUTO RESPONDER SERIES – WRITING YOUR EMAILS •1 PICK YOUR AUDIENCES - BE VERY PRECISE, TARGETED ADS GO A LONG WAY •2 MAKE A CONTENT CALENDAR – SCHEDULE WHICH EMAILS TO SEND AND STICK TO IT •3 CREATE THE CONTENT – BASED ON INFO GATHERED ABOVE •4 PUBLISH THE CONTENT - USE YOUR TOOLS
  42. 42. WEBINAR MARKETING TOOLS •FIND WHAT WORKS FOR YOU! •WHAT IS YOUR BUDGET •ARE YOU TECH SAVVY? •WHAT WOULD BE EASIEST FOR ME? •SHOULD I HIRE A CONSULTANT?
  43. 43. WEBINAR MARKETING PLATFORMS •HOSTING OPTIONS •GOTOWEBINAR $$ – EASY TO USE, •ANYMEETING $ - LIMITED OPTIONS •GOOGLE HANG OUTS – POPULAR OPTIONS - NOT ALL IN ONE •CLICKFUNNELS $$$ - ALL IN ONE – HOST, MARKET, AND REPEAT
  44. 44. WEBINAR MARKETING PLATFORMS •CREATE EDITABLE & REUSABLE RECORDINGS! •RECORDING TOOLS •CAMSTASIA $$$ - TOP NOTCH •SCREENFLOW $$ - MACS ANSWER TO CAMSTASIA •SCREENCAST-O-MATIC- $ LEAST FUNCTIONALITY – LOW COST
  45. 45. WEBINAR MARKETING PLATFORMS •GET PAID EASILY • PAYPAL – INDUSTRY STANDARD • JVZOO – AFFILIATE MARKETING SOLUTION • CLICKBANK - AFFILIATE MARKETING SOLUTION • CLICKFUNNELS – ALL IN ONE NO END ALL BE ALL SOLUTION EXISTS. FIND YOUR SOLUTION!
  46. 46. WEBINAR MARKETING PLATFORMS •CONCLUSION •PICK A WEBINAR SOFTWARE TO USE •SELECT YOUR PAYMENT OPTIONS •TEST EVERYTHING FIRST GO TAKE ADVANTAGE OF FREE TRIALS AND FIND YOUR BEST MATCH
  47. 47. FIND WEBINAR PARTICIPANTS! • PAID MARKETING OPTIONS • FACEBOOK & TWITTER ADS • PPC • AFFILIATE • FREE MARKETING OPTIONS • SOCIAL MEDIA • EMAIL • PR • USE BOTH PAID AND FREE • DIFFERENT PEOPLE ARE FOUND IN DIFFERENT PLACES • SET A SCHEDULE FOR HOW YOU WILL MARKET • STICK TO IT
  48. 48. 4 KEYS TO WEBINAR SUCCESS •1 ENGAGEMENT – MAKE THE AUDIENCE COMFORTABLE. BRING ENERGY & EXCITEMENT, THEN LET THEM KNOW WHAT THEY WILL HEAR •2 USE INTERACTIVE FEATURES - MAKE HANDOUTS, POLLS, SURVEYS, AND ENCOURAGE SOCIAL SHARING •3 PIQUE INTEREST – OVERVIEW WHAT WAS DISCUSSED & EXPLAIN WHAT IS NEXT. •4 FOLLOW UP STRONG – LEAVE YOUR CONTACT AND ALSO EMAIL RIGHT AFTER THE EVENT
  49. 49. WEBINAR FAILS – AVOID THESE! •TALKING TOO LONG – DON’T GO OVER TIME •HEAVILY WORDED SLIDES •NOT ANSWERING QUESTIONS – FEEDBACK IS CRITICAL REMEMBER TO RELAX… ENJOY YOURSELF
  50. 50. MONETIZE YOUR WEBINAR •HOW YOU MONETIZE WILL DEPEND ON YOUR WEBINAR GOAL •FREE VS PAID •OFFERING HELP TO A PRODUCT = FREE •CELEBRITY PANELIST = CONSIDER PAID
  51. 51. MORE MONEY OPTIONS •PROMOTE OTHER PRODUCTS AS AN AFFILIATE •PROMOTE YOUR OWN PRODUCTS •GIVE AWAY GIFTS THAT HAVE AFFILIATE LINKS MAKE THIS DECISION EARLY ON
  52. 52. IN CONCLUSION .. TAKE ACTION! • HERE ARE 4 WAYS YOU CAN GET STARTED NOW • 1 REVIEW EACH SLIDE AND ANY NOTES YOU HAVE TAKEN • 2 ATTEND SOME FREE WEBINARS TO GET THE FEEL • 3 SET A PLAN OF ACTION FOR HOW YOU WILL PROCEED. DECIDE ON A PRODUCT /SERVICE TO PROMOTE • 4 ORGANIZE YOUR THOUGHTS ON A SPREADSHEET (EVERNOTE ORMS WORD WILL DO) • KEEP IT ALL TOGETHER

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