I once had the chance to see the iconic band, The Rolling Stones, in concert. Did I take it? Of course! It was a mesmerizing experience as Mick Jagger belted out the lyrics to all of my favorite Stones songs. There’s nothing like seeing a musical legend live, on stage, after hanging on their every word your whole life.
But Mick Jagger is unusual in the world of rock-and-roll. While other bands were imploding from internal fighting, drug addictions that tear them apart, or just putting together bad music, Jagger led his band to massive, mind-blowing success. Year after year. Decade after decade.
Webinars can do the same thing in your business (not the imploding part, but the mind-blowing success part). They can give your business tons of new customers, allow you to interact live with your audience, build an incredibly loyal list of engaged customers, and create a market for much higher-end items.
Though webinars can be a powerful tool in your business, there are a few things most people overlook that can take your webinar marketing strategy to the next level.
Here are seven common webinar marketing mistakes you want to avoid:
Mistake #1: Assuming Your Customer is Just Like You
Many people go into business in a passion area. People who like fitness tend to sell fitness stuff. People who are into personal development tend to sell personal development stuff. This is awesome. Because it makes it a lot more fun to be in business (and none of us want our businesses to be a drag).
But this passion stuff comes with a dark side: when we think we are the customer, we often don’t do the work it takes to really get to KNOW the customer. Remember to always do the research, ask the questions and look at things from your customer’s point of view. This will pay off in a huge way and is probably the most important skill you can learn in business.
Mistake #2: Skipping the Survey
After people register for your webinar, you can almost always redirect them somewhere - it’s usually pretty easy, and how it’s done depends on the webinar software you are using.
This redirect (often called a thank you page) is a great opportunity to learn more about your customer and what they want out of the webinar (before the webinar). You do this by sending them to a survey. Be bold. People will answer way more detailed questions than you think, and this has a bonus effect as well.
By asking people questions you look like you care about them (of course, it helps if you DO care about them), which makes them more receptive to your message. Just make sure you tell them why you are doing it first. Something like “Hey, I want to deliver a kick-butt webinar to you, please take the time to answer a few questions.” will suffice.
Mistake #3: Skipping the Thank You Page
I know of one webinar marketer who was missing an opportunity to increase his sales by 20% (in his case when he implemented it - it was more like 26%) - which he was pretty happy about.
If you are using a survey then once the survey is complete you can generally send them to the thank-you page. Or you can send them to a thank you page after registering for the webinar, but I highly recommend the survey first.
A thank you page serves two distinct purposes. The first is to thank your customers for registering and for taking the survey. The second is to sell them a related product. By having an offer on this page (a trial offer is great) you can significantly increase your profits by immediately turning your webinar registrations into sales.
Mistake #4: Giving Away Too Much Information
The common wisdom for putting together webinars is to give lots of value. I agree with this!
But you want to give the right kind of value. One of the most successful webinars I’ve ever seen never showed what the solution to the problem was at all. They just helped people define their problem. If you give too much information about the solution, you will often lose the sale.
If you’re just getting into webinar marketing, it’s a good idea to watch some of the webinars by the top marketers and take notes. That way you can model your pitch after theirs.
Mistake #5: Making Your Customer Feel Bad
This one is hard to define, but you’ll know it when you see it.
If you are tackling a common problem, like trying to lose weight, you never, ever want to make it seem like it’s your customer’s fault (even if it is). Always find a common enemy to blame - the evil diet industry, the government, the people who snack on cheetos at work. It doesn’t matter, but you must make the problem an external source and not their fault. As soon as you make them feel bad, you’ve lost the sale. People want to feel hope and excitement. They don’t want to feel bad about themselves. So agitate the problem, but take them off the hook.
Mistake #6: Closing Your Webinar Too Soon
On the first webinar I did, I made the mistake of closing the webinar after only 2 questions from the audience (after I had presented my material) because there were only 2 questions!
This was a big mistake. Now I always come prepared in advance with at least 20 questions that customers normally ask - just in case it’s a quiet webinar. And it’s easy to get those questions together if you’ve put together a survey after the registration page. People will tell you all kinds of things in those surveys! When you have the call-to-action slide up on your webinar, and you are taking questions, many, many more people will buy. My experience is that this normally doubles sales.
Mistake #7: Using a Complicated URL in Your Call to Action
Have you ever been on a webinar and at the end the presenter sends you to a really long URL that is hard to remember and type into your browser? You need to make sure you make it easy!
The better solution is to buy a domain specifically for what you are selling and redirect the domain to the link you want. Something like GetRapidWeightLoss.com or Thisisthefix.com that is easy to type in. Another solution is to use your existing domain followed by a really simple word after the forward-slash.
Make sure your URL doesn’t have any complicated words that are hard to spell. You’ll make a lot more sales if you do this (and it even works when you're using webinars for affiliate marketing).
Webinars are a fantastic way to use content marketing to put cash in your pocket, and there are a bunch of good systems out there where you can host them. Remember, like anything else in business having successful webinars takes time, practice, and connecting with your customers. Often it’s the third or fourth one that is really a success.
So keep at it. And don’t quit. There’s a ton of money to be made with webinar marketing.
Now that you know how to make your webinar convert better you'll want to learn how to drive as much traffic as possible to it. A great place to start is this article that shows you how to promote your webinar using social media marketing channels such as Twitter, Facebook, LinkedIn, and Google Plus.