It’s hard to believe that the teleseminar is less than 30 years old. People who have been in the internet marketing game that long can probably remember how innovative it was for its time. The ability to host an instant teleseminar was a game-changer.
These days, we don’t think twice about being able to host a teleseminar or webinar, let alone using automated webinar software to make additional revenue on autopilot. Still, while the technology may be improving, and words like “webinars” and “online training” have become commonplace, one thing remains the same. You need a good plan in place if you hope to deliver a successful teleseminar or webinar replay event.
In this post, we’re breaking down the best practices for a webinar marketing strategy. Hopefully, by the time you’ve reached the end, you’ll be inspired to create webinars and new potential revenue streams for your business.
A Quick Look Back – Why The Instant Teleseminar Worked
The first teleseminar traces back to the 1990s. At the time, they were considered groundbreaking because salespeople who once had to travel all over the world to reach new audiences were suddenly able to connect to those same people, well, in an instant. Because of the limitations of bandwidth, and computing power at the time, most teleseminars were restricted to audio.
Nonetheless, the technology was cutting edge, and everyone wanted in. People wanted to listen to an instant teleseminar because it gave them quick access to learn about something new without having to drive or fly anywhere. Sure, you might be lucky if you had enough bandwidth to display images, and slideshows, but in those days, some people still had to call in via telephone to hear your brilliance because internet use wasn’t nearly as mainstream as it is today.
Hardly any images, and very little video. Can you imagine? While today there are some webinar programs that still allow people to call in just to hear online training programs, many homes have top-of-the-line computers and high-speed internet allowing marketers to move from the traditional teleseminar of yesteryear to the webinars most of us are familiar with today.
The Benefits of Transitioning From Instant Teleseminar to Today’s Webinar
Once you have decided to host a webinar, there are certain elements you’ll need in place to get the best results for your efforts. With that in mind, here are a few things you should consider while preparing for and delivering your webinar:
1. Have an Agenda, and Stick to It
People are easily distracted and if you bog them down with a lot of dry information during a webinar, they won’t pay attention. Keep the content brisk, deliver it to your best ability and follow the KISS rule: Keep It Simple Silly! You need to be entertaining, and helpful, but you also need to be respectful of your audience’s time. They don’t have all day to hear your presentation and sales pitch. Therefore, your best bet is to create a solid agenda that packs a punch, stay on topic (beware unnecessary tangents!), and don’t spend too much time getting to each point.
2. Provide Materials in Advance
This will allow people to get familiar with the material before the presentation, so they can begin to formulate questions or come up with their own ideas on how to make the materials relevant to them. Others like to take notes or highlight interesting points. Also, this cuts down on having to review information and lets you get right to the interactive portion, which frankly is the more interesting part.
For example, some webinar hosts create a worksheet that allows the audience to follow along with the presentation and take better notes. Let’s say you’re going to give four points about how to save for retirement. Your worksheet might have the heading “4 Ways to Save for Retirement” and blank lines that allow your audience to write down each of those four ways as you state them.
This does two things – first, it lets your audience know you’ll be sharing four ways to save for retirement, and second, it triggers their brain to listen for the cue of when you say each of the four ways so they can jot it down. Not only does this help them pay better attention, but they’ll also be more likely to retain the information after the fact.
Because they will be able to retain the information, they will feel like they learned something valuable. You can use that later when prompting them to buy from you.
3. Deliver Valuable Content
It’s not enough to have your audience sign up to attend your webinar. Once you’ve hooked them, you have to keep them around if you have any hope of reeling them in for the sales pitch at the end. What does your webinar need to entice your attendees to keep watching? Think eye-catching images, solid infographics, easy to understand bullet points on slides instead of a plethora of text, and valuable information your audience will actually want to learn.
Your goal for every webinar whether it’s live or you’re using automated webinar software, is to have your audience saying to themselves, “Wow… if they gave away this content how great will the paid-for content be?” In other words, your content needs to be so good, that your audience might have actually paid to watch it!
Now, you might be thinking – but wait! I can’t give away all this amazing stuff for free! Don’t worry. If you’re doing your job right, you’ll get plenty of sales because you gave away all of these free lessons.
As QuickSprout says, with any form of content marketing, webinars included, it is not the time to hold anything back. Don’t fear giving away your best knowledge for free. Your audience will get to know, like, and trust you by consuming your free content. Then, the potential customers that need you the most will happily pay you for anything else you can give them. Believe it or not, some will buy the very things you gave them for free!
The idea is that your ideal audience will feel compelled to buy from you because of the fact that your free content helped them so much. While it may feel counterintuitive to give away your best work, “if you stay the course with your content marketing, you can grow your business by as much as 290%.”
A great example of this comes from Pat Flynn of Smart Passive Income. He gave away all his lessons for passing an exam for free on a blog he created. Then, he repurposed the exact same content into a book and sold it. Most of his buyers are the very same people who had been consuming all the content for free. Why? They felt they needed to pay him because of how helpful his content was.
4. Keep it Timeless
The best way to use your online teachings is to turn them into automatic lead and revenue machines. In other words, any webinar you develop should ultimately be loaded into automated webinar software so that you can share it over and over again. This will yield more potential leads, and hopefully as a result, more income.
To keep it timeless, there are a few things you should omit from your presentation including:
- Dates and times
- Current events
- Politicians, actors, sports celebrities, etc… that are popular at the moment
- Anything that indicates when you initially created the webinar
The goal is to create an evergreen presentation that will be relevant for as long as possible. That is the secret to earning more without working more. Develop a presentation that wows your audience. But, don’t stop there.
Next, fine-tune it with several live presentations of the content until you get it as perfect as possible. Learn the frequently asked questions your audience will regularly present regarding your materials and your offerings. Being able to answer these questions in your final recording will make it feel live because your audience will be thinking of these questions in real-time, and then you will address them giving the illusion you’re right there with them.
Finally, you’ll record one more stellar presentation that you can load to your automated webinar software to share on repeat. Remember, knowledge is timeless and if you avoid dating your material it will be working and generating profits for you for months, years and decades to come.
5. Don’t Forget to Follow Up
Even when people sign up for a live, or an automated webinar, things can come up that cause them to miss it. Be sure to send a follow-up email to every person that has registered to offer a replay of the presentation. Not only will this allow people who missed it a chance to see it, those that did watch it can re-watch in case they missed anything the first time around.
Don’t stop there, however. Anyone who doesn’t buy as a result of the presentation should be retargeted for additional emails and outreach. Sometimes it takes a potential customer as many as seven points of contact before they will purchase. So be patient even if you don’t get a sale from everyone who attends.
6. Record More Presentations, and Simply Keep Putting Yourself out there
Just because you have one amazing webinar, doesn’t mean you should rest on your laurels. To truly take advantage of technology and make as much money as possible, keep testing and creating new presentations for your ideal customers. Then, load them all into your favorite automated webinar software to give yourself as many avenues for potential revenue as you would like. Your potential is truly limitless!
Capitalize on the Webinar Craze While It’s Still Hot
While the instant teleseminar is a thing of the past, webinars are still going strong. They don’t show any signs of slowing down any time soon, but that doesn’t mean you should wait to start using them as part of your overall business marketing strategy.
Strike now on the webinar craze while it’s still hot. You have nothing to lose, and everything to gain. And, when you’re ready to automate your webinar, we hope you’ll think of Stealth Seminar. Click here to learn more about our automated webinar software.
This article was originally published June 2010 and was updated December 2019.