In a world where video is increasingly becoming integral to consumers' purchasing decisions, webinars provide an excellent opportunity for brands to position themselves as experts while providing valuable information to their attendees.
But what's the point of hosting a webinar if no one sticks around or worse, no one shows up? Fortunately, there are some things you can do to ensure that your webinar gets seen by the consumers who will appreciate it the most.
How to Create a Killer Webinar
1. Big Domino
In Expert Secrets The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice, Russel Brunson says, "if I can make them believe that (my new opportunity) is / are key to (what they desire most) and is / are only attainable through (my specific vehicle), then all other objections and concerns become irrelevant." This is how you stand out not just in webinars but in anything you create. This is where you enter a blue ocean. Essentially you are creating new demand because you have a new opportunity.
When you have the answers to these questions, you're not just doing a webinar but expertly crafting your messaging to connect with your audience on the deepest level. With this approach, when people want to learn how to do something or use something, whether it’s a product or service - they want YOU to be the one they work with.
2. Introduction
Have you ever walked into a room or virtual space full of people and felt uneasy while you stepped into another and felt empowered and engaged? One person, in this case, the host, can alter the energy of the room. It's your responsibility to channel that energy consciously.
The introduction of a webinar is key in setting the tone and getting attendees to engage and stick around for what's to come. You need to encompass the things (committed, focused, excited) you desire to attract that energy. The host needs to emit high energy throughout the webinar because if you want to have an engaged audience, you need to be an engaged host.
Jasper, for example, in their webinar on how to create content, has their host Emily, a coach, present. She introduces herself briefly and asks attendees to introduce themselves in the chat with prompts like 'where are you from' and 'what do you use Jasper for.' She let attendees know how long the webinar would be (15mins), how often Jasper hosts webinars (2 15-minute webinars a week), and how they can access the webinar after the event (replay sent to their email).
In addition, Emily also shared they have someone in chat support. That way, if anyone has any questions or technical issues, there's someone there to help them. And finally, before she started with the actual topic, she checked in with the community. This helps increase engagement and encourages two-way communication.
3. The Head-nod Effect
Throughout the webinar, you want to get attendees to nod in agreement both on a conscious and subconscious level. This is where real influence lies. As Russel Brunson says, "if I can identify people's false beliefs and tell stories that show them the truth, I didn't need to "sell" them anything. The stories lead people to the right belief, and they sell themselves."
There is a lot that goes into messaging that connects to the audience on an invisible level. Sometimes we recognize it; for instance, when was the last time you watched something and found yourself with more 'why' questions popping up than 'ahas'? This is because the presenter of that information did not follow up with a supporting point to facilitate your agreement with that statement.
Just like many blogs use statistics to validate their points, hosts need supporting statements, especially after they say something against the grain, to keep their audience engaged and hopefully in agreement.
Many even use this to elicit a nod by asking questions like, "ready to get started," "does this make sense?" and "can you imagine if?" While this technique can be used to solidify their understanding of your content, it is also used to get you comfortable with saying 'yes' so when the time comes to ask for the sale, you've already said yes a thousand times - making it easier to close. As you can see, this technique can be used for both good and bad.
4. Wants Win
When it comes to marketing, it is important to understand that people buy on an emotional level and then rationalize it on a logical level. This is because needs are logical, and wants are emotional.
While you may be creating a new opportunity, you are still channeling existing wants. Therefore demand is generated from the feeling they get. So when marketing your product or service, you need to create an emotional connection with your target market and then provide the logical justification for why they need your product or service.
By tapping into your target audience's core wants and desires, you can connect to them on an emotional level. This means understanding what they want and need and then delivering it in a way that resonates with them. Only then will you be able to create the kind of demand that leads to real results. The challenge here is identifying what they want, not what you think they want. So take the time to get to know your audience, and you'll be well on your way to crafting a webinar that delivers on its promise.
5. Value First
Who wants to be sold to? Nobody right? Adding to Russel's point earlier, let your content do the selling for you! For example, in Jasper's webinar, they are teaching viewers how to create content. They are using their platform as the vehicle to create that content, but they are not directly selling them on it.
"To inspire people, don't show them your superpowers; show them theirs." - Alexander Den Heijer
Jasper is not saying look how awesome we are; they are showing their viewers how they can create awesome content themselves, pushing the power back in their direction. When I first stumbled upon one of Jaspers's webinars, it was this one on writing and scheduling 3 months of social media content. I went in looking to learn how to elevate my social media content and saw the potential value that their platform could provide me.
When you provide value first and foremost, viewers will be better positioned to see you as a solution provider, not just another salesperson.
Final Thoughts
The secrets we discussed in this blog really cover any touchpoint in your efforts to provide the highest value to your audience. By following this advice, you’ll be able to attract target leads, get them to stick around, and take action.
Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?
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