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How To Turn Webinars Into Your Most Effective Sales Channel

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Even now (amidst all of the debate about their effectiveness), webinars continue to provide huge benefits for the smart marketers who host them. An influx of new leads, an opportunity for increased audience engagement and education, and (when used as a selling opportunity) the most effective sales channel currently possible.

But if that's true, why are so many businesses ignoring sales webinars in their marketing efforts?

It's because sales webinars are equal parts art and science. And there are a few steps you can take to ensure that your webinars are built to convert. That's what this presentation is about. We'll be sharing the exact process Leadpages has used in hosting over 700 live sales webinars in the last 3 years, which have generated multiple 7 figures in revenue (and brought in over 15,000 new customers).


How to structure your sales webinars to lead your prospects (naturally) toward buying, without them feeling pressured
The biggest mistakes webinar presenters make when trying to ask for the sale
Our favorite way to set up your offer at the very beginning of the webinar
How to use the Q&A session at the end of the webinar to ease prospects off the fence (while still providing value to everyone else)

Publié dans : Marketing
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How To Turn Webinars Into Your Most Effective Sales Channel

  1. 1. How To Turn Webinars Into Your Most Effective Sales Channel TIM PAIGE - SENIOR CONVERSION EDUCATOR AT LEADPAGES
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tim is a husband and father (with a 3 year old boy and another boy due in December, yay!). He’s the Sr. Conversion Educator at Leadpages, and has hosted over 750 live webinars in the last 3 years. When he’s not husbanding, fathering, or webinaring, he can be found in his recording booth, recording voiceovers for the biggest shows on television. TIM PAIGE Sr. Conversion Educator, Leadpages @TimThePaige
  4. 4. @Leadpages #KissWebinar @TimThePaige
  5. 5. 1 Why Webinars Are Relevant 2 How To Fill Your Webinars 3 How To Host A Fantastic Webinar TABLE OF CONTENTS 4 My Personal Favorite Webinar Structure 4 The Biggest Mistake I See People Make
  7. 7. Just A Preface: We’re going to be focusing on webinars as a sales tool. You can use webinars for many purposes, but this is specifically about using them to sell.
  8. 8. Why Webinars? AND AREN’T THEY “DEAD?”
  9. 9. The people who say webinars are dead just haven’t learned how to use them effectively.
  10. 10. WEBINARS ARE NOT DEAD • Webinars are a powerful bridge between free content consumer and buyer • Your content starts the relationship-building process and warms up your prospects for you • Your webinar cements that relationship and then naturally provides an opportunity for them to buy your product(s)
  11. 11. Average sales conversion rate on our webinars SOME LEADPAGES WEBINAR STATS 34%
  12. 12. Total number of leads generated from webinar registrations in 2016 alone SOME LEADPAGES WEBINAR STATS 32,072
  13. 13. Average sales conversion rate when someone listens to our podcast, then registers for a webinar PODCAST LISTENERS -> WEBINAR STATS 66%
  14. 14. Average sale increase of podcast listeners who register for a webinar PODCAST LISTENERS -> WEBINAR STATS +$68
  15. 15. How To Fill Your Webinars
  16. 16. 1 Be Congruent With Your Content HOW TO FILL YOUR WEBINARS
  17. 17. One of the best ways to have success promoting a webinar is to ensure your webinar topic is congruent with your content marketing
  18. 18. Example: A Health Coach promoting a webinar about super foods will most likely get poor results promoting it on a blog post about yoga.
  19. 19. 1 Be Congruent With Your Content 2 Have A Clear Call-To-Action HOW TO FILL YOUR WEBINARS
  20. 20. 1 Why Webinars Are Relevant 2 Have A Clear Call-To-Action FIRST… A FEW KEYS
  21. 21. HAVE A CLEAR CALL-TO-ACTION • Regardless of where you’re promoting the webinar, the call-to-action (and whether it feels like a smart next step) will likely determine your registration results. • Consider where you’re promoting the webinar and how you can provide an awesome experience that feels natural.
  22. 22. A CLEAR CTA IN A PODCAST EPISODE “That’s such a great point, John. List building really is one of the biggest keys to success in online business. That’s exactly why we’re hosting a live webinar this Thursday at 3 PM Eastern which shares the 3 things we do that grow our list faster than anything else. People can register by texting leadpageslive to 33444, or going to leadpageswebinar.com. It’s a great way to get your questions answered and get an opportunity to hang out with me and quickly grow your email list.”
  23. 23. A CLEAR CTA IN A BLOG POST A blog post’s CTA can be very similar to a podcast’s, but you have the opportunity to be a little bit louder within the post. Here’s an example of a CTA that’s for a download (but could be used for a webinar in a very similar manner):
  24. 24. 1 Be Congruent With Your Content 2 Have A Clear Call-To-Action HOW TO FILL YOUR WEBINARS 3 Use Your Other Assets
  25. 25. USE YOUR OTHER ASSETS • In Your Sidebar • In Your Blog Posts • In Your Email Signature • On Your Thank You Page • In Your Welcome Email
  26. 26. USE YOUR OTHER ASSETS • In Your Sidebar • In Your Blog Posts • In Your Email Signature • On Your Thank You Page • In Your Welcome Email
  28. 28. How To Host A Fantastic Webinar
  29. 29. Address Your Audience At The Start
  30. 30. Be Transparent
  31. 31. Interact
  32. 32. Make Your Offer Crystal Clear
  33. 33. Provide So Much Value That You Could Sell The Webinar Itself
  34. 34. Follow Up
  35. 35. FOLLOW UP Wow,
 Thank you so much to everyone who attended yesterday’s webinar called “xxxxxxxxx”. People were going absolutely crazy in the chat. Comments like: —Insert positive comment —Insert positive comment —Insert positive comment Did you get a chance to take us up on our special bonus offer? If so — congratulations! You’ll be so glad you did. Shoot us an email and let us know what you think once you’ve implemented. If not, I’ve got great news. Because of the absolute success of the webinar, we’re offering a limited time replay that you can watch right now. Click Here to watch it. But don’t delay — it won’t be available for long… neither will the bonuses. Can’t wait to hear what you thought! -Your Name P.S. Don’t forget to watch the limited time replay. Here’s the link: www.yourwebinarlink.com
  36. 36. My Personal Favorite Webinar Structure
  37. 37. INTRO • Welcome Attendees (3-10 minutes prior to start) & front talk • Set expectations • Tease your offer (more on this in a second) • Brief “about me”
  38. 38. CONTENT STRUCTURE • Content Piece 1 -> Tease • Content Piece 2 -> Tease • Content Piece 3 -> Tease • Transition to Pitch (“I Promised…”)
  39. 39. THE PITCH/OFFER • Brief product pitch • Bonuses (more on this in a second) • Price anchor (if necessary… but we don’t do this) • Q&A (more on this in a second)
  40. 40. TEASE YOUR OFFER “Anyone who says they can tell you everything you need to know to __________ in just 60 minutes is full of crap. I’m going to give you the foundation in this training so you can start making as much progress as possible on your own. I promise you, though, that at the end of the webinar, I’ll let you know how you can get access to my brand new ________, plus give you some awesome bonuses for taking action quickly.”
  41. 41. BONUSES • Tons and tons of bonuses are unnecessary • The main purpose of bonuses is to create a sense of urgency and get potential buyers off the fence • THE BONUSES AREN’T THERE TO SELL YOUR PRODUCT
  42. 42. 2 OPTIONS FOR BONUSES • Buy before the webinar is closed • Two bonuses if you buy before X date at X time, plus one amazing additional bonus if you buy before the webinar is done
  43. 43. Q&A • Answer as many questions as possible but be very strategic about which you answer when • We’re not being shady about the way we answer questions, and we’re offering as much value as possible — but the key is to get people who were teetering on the fence to jump and buy as soon as possible (before they sign off)
  44. 44. Q&A STRUCTURE • Start with 3-4 buying questions — most common objections, why yours is the best choice, if it’s right for ___ person, guarantee details • Then answer 2-3 content-based questions specific to what you talked about in the webinar (leave the pitch out of these few questions) • Then back to buying questions. Use these buying questions as an opportunity to reiterate the bonus offer, and add any additional details relevant to your product
  45. 45. FOR INFO BUSINESSES • Lots of info-business folks give all of the details about what’s in their program right in the beginning of the pitch. • That precludes you from being able to give an effective pitch because you’re too mired in details. • Give a brief overview (very brief) of what the course is and what they’ll get out of it in the beginning of your pitch section, and then use the Q&A as an opportunity to go into more detail
  46. 46. The Biggest Mistake I See People Make
  47. 47. The Biggest Mistake I See People Make is Taking Too Long To Get To The Content
  48. 48. DON’T TAKE TOO LONG TO GET TO THE CONTENT • These people are on your webinar looking to get a result • If you spend too much time introducing yourself, setting up your webinar, telling your story, defining the problem, and pitching the product, people will tune out and sign off • Those things are important — but get to the content as quickly as possible • Your first piece of content should be something that’s easy to understand and simple to take action on (like our Resource Guide Landing Page)
  49. 49. LEARN MORE Start optimizing your marketing today with a free trial of Kissmetrics
  50. 50. TIM PAIGE Senior Conversion Educator, Leadpages @TimThePaige tim@ave81.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
  51. 51. REQUEST A DEMO Start optimizing your marketing today with a free personal demo of Kissmetrics