In order for a webinar to perform well, and convert at a minimum of 10%, some elements are particularly important to include. In fact, there are 15 different elements high-performing webinars include, listed below:
1. A big benefit
The presenter must give his audience the desire to stay on the webinar by clearly stating the big benefit of watching the whole presentation right at the start. A benefit is also known as the “big promise”, such as “In this webinar you’ll discover the step-by-step formula for building a list of 1,000 people without paying for traffic”.
2. The target audience
Right at the start of any webinar, it is important for the presenter to clearly state who the webinar is for, and connect with all vertical markets. For example, the presenter could state: “this webinar is for you if you’re an internet marketer or business owner, looking to build your database without spending thousands of dollars on advertising”.
3. The presenter’s story
During the first 10 minutes of a webinar, the presenter should briefly explain their story, in other words, provide further information about them and what made them an expert on the topic they’re presenting. This allows the presenter to position himself as an authority figure and gain more credibility.
Throughout the webinar, it is very important to include proof, to eliminate any scepticism. For example, if you state that you’ve written a bestselling book, show your book with the “bestseller” badge on it, or show a screenshot of proof of sales. If you state your website generates $2,000 worth of sales a month, show a screenshot of the sales.
Testimonials are important especially during the close of your presentation, where you offer your product or service. Testimonials should be short, straight to the point and have a strong headline. For example, if your client has stated that as a result of your product or service, they lost 10 kilos in 30 days, the headline should be “I lost 10 kilos in 30 days” and also include the picture of the person.
To make the presentation more appealing and the information more digestible, a webinar should include photos to illustrate the points made. By including photos, you’re also appealing to visual people. For example, if you’re talking about statistics, include a chart. If you’re talking about specific foods, show picture of these foods.
7. Length of segments
The length of each segment of your webinar should not be too long and should not be too short either. Ideally, for a 60 minute webinar, your introduction should last 10-15 minutes, your content 30-40 minutes and your close, 10-15 minutes.
The content ideally should be structured in easy-to-follow 3 steps, 5 steps or 7 steps. Structuring the content in steps will make your information easier to follow and easier to digest, and therefore make your audience more engaged and more likely to remain on your webinar until the end.
Including stories during the content of the presentation is key, to illustrate the points made and re-inforce what is being shared. For example, if you’re delivering a webinar about eliminating back pain naturally, you could explain how you were going from doctor to doctor, without experiencing any real results and started looking for alternative solutions.
Quality webinars people tend to share a lot with their contacts and talk highly of, are webinars that share information not known by many people and information that can’t be found easily somewhere else. For example, should you be delivering a webinar on weight loss, avoid stating the obvious such as “eat less and exercise”. Instead, share information about foods that make you feel fuller for longer, etc…
Since on most webinars, the presenter can’t see the audience and the audience can’t see the presenter, it can be easy for the viewers to disengage. In order to avoid this from happening, the presenter should from time to time ask questions and acknowledge the people who answer them throughout the webinar.
Transitioning smoothly from the content to making an offer is key. Most people tend to change their tone or pace and become nervous. Instead, the close should have the same style as the rest of the webinar so it doesn’t feel disjointed. Transitioning with confidence is also key, by saying something along the lines of “So, where to from here?” or “I know trying to do everything I just shared can be overwhelming, so I’ve put together a system that will allow you to implement everything I shared the fast and easy way”.
Benefits versus features
While making an offer on a webinar, it is important to underline the benefits of what you are offering instead of focusing mainly on the features. In fact, 80% of what is said should be about the benefits of your products or services and 20% of what is said should be about the features. For example, if you are talking about one-on-one coaching sessions, instead of focusing about the length of the coaching session which is a feature, focus on stating the benefits, such as “so you can have all your questions answered by me personally, so you don’t waste time in trial and error, and so you fast track your way to success”.
When making an offer on a webinar, including high perceived value items can skyrocket your sales conversions. In fact, many people buy products and services mainly to access the bonuses. This is why it is critical to include 2 or 3 very beneficial bonuses that work hand in hand with the rest of your offer. For example, should you be offering a weight loss program, your bonuses could be a 30-day diet plan.
To make an offer absolutely irresistible and a complete no-brainer, high converting webinars include a guarantee. The guarantee could be anything from a 30-day no questions asked, money-back guarantee, to a 2-year warranty, promising to repair or replace the product, free of charge.
So there you have it! The 15 power-tips will help you turn your webinars into high converting sales machines for your business, so you can work less while earning more!