There’s a reason why some of the world’s top digital marketers run webinars consistently: they are a great lead generation tool, and are ten times more likely to convert leads into sales than standard websites. A good performing website will usually convert at 1% (in other words, out of 100 visitors, you can expect to make one sale) whereas a standard webinar converts at 10% (in other words, out of 10 webinar attendees, you can expect to make one sale). Plus, webinars make it easy to sell high priced products. However, to make sure your webinar converts at 10% or more, it is critical you avoid the mistakes listed below:
Mistake 1: Not following a structure
It is important that your webinar is structured, with an introduction, content broken into easy to understand steps and a close. It is equally important that each section does not go on for longer than needed. Usually, a webinar introduction should not exceed 10 to 15 minutes and should cover what the presentation is about, who will benefit from it and who the presenter is. The content, (also known as the “middle of the presentation”) should be broken down into 3, 5 or 7 steps. Each step should follow a sequence, taking people from point A (probably not knowing much about the topic) to point B (having a clear understanding of the topic).
For example, should your webinar title be: “How to build a database of 1,000 people thanks to Facebook”, your steps could be:
1) Create an optimised Facebook page
2) Create lead capture pages
3) Set up Facebook advertising campaigns
Your content section should not exceed, 30 to 40 minutes.
Then, the last part of your presentation should be the close, where you smoothly transition between your content and selling. This section should not exceed 10 to 15 minutes depending on the price point of your product. The more expensive your product is, the longer you will probably need to sell it.
Mistake 2: Making your webinar sound like a lecture
Following a structure is not enough to ensure your webinar converts at 10% or more. It is also very important to make sure you avoid making your presentation sound like a lecture.
There are 3 ways you can avoid sounding like a lecture:
-Use voice inflections. From time to time, remember to emphasise certain words. For example, instead of saying “you too can build a list thanks to Facebook”, try saying “YOU TOO can build a list thanks to Facebook”.
-Vary the volume of your voice. To make your webinar more engaging, remember to vary between speaking softly and loudly. Lower your voice when talking about serious topics and raise your voice when talking about exciting things. By the way, speaking loudly and confidently during your close is extremely important.
-Vary the speed of your speech. Speed is critical, as if you speak to slowly, you run the risk of making your presentation too slow and boring. If you speak too fast, you run the risk of confusing people, not giving them enough time to fully understand what you are communicating.
A great way to make sure you do not sound monotonous on a webinar, is pre-recording a section of your webinar and listening back to it, to ensure you use voice inflections, vary the volume of your voice and vary the speed of your speech.
Mistake 3: Holding back information
Unfortunately this mistake is way too common. I often hear people say “if I give too much information away on my webinar, people won’t buy”. Although this might sound logical to some people, the reality is, the exact opposite occurs. The more information you give, the more likely people are going to buy. We’ve seen it time and time again, webinars that convert the highest are the ones that share the most information. During your presentation, avoid sharing information most people are likely to know. Instead, only share information they’re most unlikely to know. The reason you want to do this, is for audience members to experience “aha moments” throughout your webinar, and therefore remain engaged until the end and hungry for more.
For example, should you be running a webinar on weight loss, avoid making the standard statements most people know, which is, “eat less and exercise”. Instead, share the latest scientific research about weight loss, the latest gadgets and apps available to assist people on their weight loss journey, healthy appetite suppressants, etc…
Mistake 4: Not making an irresistible offer
So you’ve just delivered a fantastic presentation, your audience members are blown away, and the time has come for you to offer your product or service. To make the close of your webinar as engaging as your entire presentation, it is critical your offer is absolutely irresistible and a no-brainer. To make sure it is, simply add bonuses of high perceived value and remember to clearly underline the value of each item you list as part of your product and service. Never assume people will know the value of the items you mention so make it a habit to clearly state the value of each. Your audience members need to feel that they won’t be able to get a better deal than yours no matter how hard they try! For example, should you be selling a course on blogging, list all the modules that are covered in your course, clearly stating the benefit of each and the value of each. Then, offer bonuses such as:
-A done-for-you wordpress website to publish blog posts on
-6 one-on-one coaching sessions
-Blog post templates
-3 x 1,000-word blog posts written
Mistake 5: Not illustrating your content with stories, examples and case studies
To make your webinar stand out even further, remember to include as many stories, examples and case studies during the content section of your presentation. When you do, this will allow people to easily remember what you shared and make the presentation easier to follow and more enjoyable. Ideally, every step of your content should include one or two stories to back up what you teach. For example, should your webinar be about weight loss and you talk about how skipping meals can lead to weight gain, share the story of someone you know who experienced what you are referring to. Remember, the more stories, examples and case studies you include, the more likely audience members will relate and the more likely they are to buy your product.