7-Figure Webinar: Lessons Learned
This week on Marketer Monday, I’m sharing my top tips for running a successful webinar. Keep reading for best practices for webinars, plus, lessons I’ve learned after selling well over 7-figures through one main webinar.
Lessons Learned From Creating a 7-Figure Webinar
Back in the day, I never wanted to host a webinar. Even with everyone saying, “Anton, you have to do webinars, it’s so easy to sell!”, I was just generally against committing to something that was going to be so much work.
Eventually I came around to what everyone was saying and decided to host my first webinar. I spent a month of preparing and creating, only to have my first webinar bomb.
I kept improving off that first webinar though, and now I pretty much have all the webinar best practices figured out. The result is a system for hosting webinars that has done well over $1,000,000 in sales!
Hosting a Webinar Tip #1: Act Like You’re Speaking to an Audience
First off, make sure you have enough people on your list to invite. More importantly, you want to have new audiences to attend each time you host a webinar.
Best Practices for Webinar Duration
My first webinar was two hours long! Way too long! Now are webinars are 60 minutes of content, plus 30 minutes of live Q&A.
What to Talk About in Your Webinars
Webinars aren’t just for selling your products. Yes, you can allow time for a five minute sales pitch but really, what you’re talking about needs to be focused on your webinar audience. Make sure you’re asking the audience questions and going off their feedback.
You Need to Provide Tremendous Value in Your Webinars
You can’t think of webinars as a place just to sell, right? If you get on there for an hour, an hour and a half, two hours, and you’re just selling to your audience, they’re not going to buy. Show people you know what you’re talking about and that you’re product or service can help them.
Use Webinars to Easily Create a Sense of Urgency and Scarcity
Webinars add in something that your website can’t on its own: scarcity and creating a sense of urgency. If you make an offer to 800 people who are hanging on to every word and it’s limited, and you’re throwing in bonuses, then there’s a deadline, that gets people to buy.
Getting the Audience Pumped for Your Webinar
Besides just messaging in general, what are the sequences that you use leading up to the webinar? What kind of content are you delivering to these people? Were you asking them to register the day before, 12 hours before, 3 hours before? Either way, you should be emailing them to get them excited.
The Webinar Follow-Up
How are you emailing people that did attend? What are you saying to the people that registered but did not attend? All of these things are really important and honestly at the end of the day, it’s all about Lead Value Optimization.
Read This: Lead Value Optimization
Clearly, I’m All About Hosting Webinars Now and You Should Too!
If you do webinars, if you’re getting results, let me know because I’m telling you for 5 years people were telling me “Anton you got to do this.” and I was “Yeah, yeah, yeah. It’s not worth the time.” and again, in the past 12 months alone it’s added over 7 figures of revenue to the business.
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7-Figure Webinar: Lessons Learned
Full Video Transcript Below
Hey everyone Anton Kraly here and I’m the founder and CEO of PerformanceMarketer.com. This is a website that we basically built to share tips on lead value optimization. So every week you’re going to get blog posts from us and you’ll see videos like this where we share tips on marketing.
So this episode, specifically what I want to talk about just like the title says is webinars and what I’ve learned about them over the past year. So that’s the topic today, with that being said let’s get into this episode of Marketer Mondays.
Alright. So I’ve been in business now online for about the past 10 years. I’d say over the past five years or so, I kept on hearing people talk about “Webinars, webinars, webinars. You have to do them. It’s so easy to sell.” and I never wanted to do it. I think the reason why I didn’t want to do it first was because I was against having to commit to something saying “Okay I have to get on live, I have bring people into this, I have to follow up with them…”
It sounded honestly like a lot of work and a big thing to add on to the mix of what I was already trying to do. So literally years went by where everyone was telling me how great webinars work and I didn’t want to do it. Then finally I just decided “You know what, let me try to do one. I’m going to see what happens.”
This was probably about a year and a half ago. I signed up for a GoToWebinar and WebinarJam, I wanted to try different ones, got all my technical stuff setup, put together this presentation that I thought was amazing, literally spent probably a month preparing for this thing. I did the webinar and it bombed. I got a couple of sales, probably made a few thousand dollars but for the amount of work that went in, it was not worth my time at all.
So right then at that point I was thinking “Wow. What am I doing? What went wrong? How did this not work? Everyone was telling me how great webinars were are and it just totally failed.”
Instead of just giving up, I wanted to make the most out of this presentation that I made and what I was trying to learn. So I kept trying to improve on what we had done the first time. By doing that, I basically created this webinar system now that I use every other week and it’s done well over a million dollars in sales in the past 12 months alone, just through a webinar. And I basically do the same webinar every two weeks.
So I just want to share a couple of tips about what kind of took me from that first one that was a complete failure, made a few thousand dollars to compared to what we have now which has done well over a million dollars in the past 12 months. Basically the things that I’m doing now that I wasn’t doing before, first of all was treating it like I’m speaking to a crowd like an audience.
So one of the keys to having webinars work is to have new audiences attend however often you do it. So first of all, don’t do this if you have 50 people on your email list. It’s not going to turn into some huge business. You need to have a lot of people to invite, you need to have a lot of people that are going to attend. Even now, we get about 2,500 people registered for every webinar and out of that, maybe we get 600, 700, 800 to actually attend live.
The first times that I was doing this, you’re sitting there looking at your computer screen so it feels very awkward like you’re talking to just the computer. But now the way I think about it is if I was on stage and I had 800 people who were there and who were excited to see me talk, what would I say to them? How would my energy level be right? So that’s really what it is. There’s sometimes 800 people on the other end of this computer screen that I’m talking to. So energy and tone is huge.
Another thing that really helps that took me from barely having any sales to making lots of sales every time we do this, is the interaction. If you’re going to do webinars, make sure you’re asking the audience questions. Make sure you’re actually building on their feedback. We do simple things like, “If you agree with this, press 1. If you don’t, press 2.” That way I can gauge where the audience is, make sure that they are still entertained because they’re interacting with me and then I can build on that. Whatever kind of feedback I’m getting, I can custom tailor the message.
A few more tips. The first time I did a webinar it was two hours long. I think it was too long, it was drawn out. Now that we do is 60 minutes of content and a 30-minute Q&A session. Now in there at some point, there’s a 5-10 minute pitch put in. Obviously that’s when we are selling the product but you can’t think of webinars as a place just to sell, right? If you get on there for an hour, an hour and a half, two hours, and you just want to sell to your audience? They’re not going to buy. You need to deliver tremendous value.
That’s why when I first made this presentation I was so excited about it, my failed one, because I had so much good stuff in there and it just felt that I just gave it all away and then no one wanted to buy. But then I learned, “Okay. You give them the content and here’s how you transition it into the offer.” Obviously you have to make a really compelling offer and by the way the reason I’m so basically excited about webinars now and on the same bandwagon that people have been telling me about for the past five years, is because they convert so well even if you only do a pitch for 5 minutes out of 90, you can still get so many sales out of them because webinars add in something that your website can’t on its own. Those things are scarcity and urgency.
You can make special offers, you can have them for a limited time. If you just have a website with an order button, people can go and they can buy whenever they want right? But if you make an offer to 800 people who are hanging on to every word and it’s limited, and you’re throwing in bonuses, then there’s a deadline, that gets people to buy.
So webinars work really well for converting people. No, they don’t have to be long sales pitches at all. In fact, they shouldn’t be. They should be mostly content. Show people you know what you’re talking about, show people you can actually help them or your product or service can help them, then make a quick offer. And if you’ve presented your case right, if you’ve proven your worth to the person on the other end of the screen, then you will get sales from them.
I just wanted to share this video to let everyone know that yes, I am a webinar person now. I love webinars. I will be doing them for the foreseeable future because once again, they convert. Again, if I wanted to give you some top tips of what I’ve learned, obviously if you’re going to do them regularly, you do need to build a big audience. We build ours with paid traffic. That’s one of the things that we talk about on PerformanceMarketer.com. Paid traffic is huge for us and obviously it converts so I’m more than happy to spend as much money as I can to get more leads.
Some other things that I mentioned that are super important besides just messaging in general are the sequences that you use leading up to the webinar. So what kind of content are you delivering to these people? Were you asking them to register the day before, 12 hours before, 3 hours before? You should be emailing them to get them excited. We do things like text messaging them, telling them “Hey! Don’t forget we’re starting in one hour.”
Then obviously your post-webinar follow-up. How are you emailing people that did attend? What are you saying to the people that registered but did not attend? All of these things are really important and honestly at the end of the day, it’s all about Lead Value Optimization. Of course that’s the goal of Performance Marketer, to share lots of tips about exactly that – how we optimize the value of every lead.
So if this is your first time watching one of our videos, definitely go to our YouTube Channel and subscribe to Performance Marketer on YouTube. You could just search on Google for that or go to PerformanceMarketer.com and make sure you follow our blog, opt-in to the email list because really the goal of this website is to share tips and tricks, things that we’re doing and other businesses that we own, how we’re getting results and how you can as well.
So hope you got value out of this one. If you did, please give it a thumbs up or a like and if you know anyone that would get value out of it, definitely please share it with them whether it be on Facebook or email them a link. If you do webinars, if you’re getting results, let me know because I’m telling you for 5 years people were telling me “Anton you got to do this.” and I was “Yeah, yeah, yeah. It’s not worth the time.” and again, in the past 12 months alone it’s added over 7 figures of revenue to the business.
So I’m all about them now, you should be too and let me know. If you like this video, let me know in the comments and I can do more videos and webinars in the future. Hope you got value out of this and I will see you next Monday for the next episode of Marketer Monday. Thank you everybody.