A webinar is like an ebook: your webinar has evergreen ROI and you only create it once! It serves your sales funnel in giving your leads a strong push toward signing up with you or hiring you because a webinar has your voice, your face, and a demonstration of your expertise.
In this series on Advanced Marketing, you’ll be in good hands with my marketing manager, Jean Ginzburg. You can learn so much about marketing and business mindset from her blogs and interviews with other entrepreneurs. Connect with Jean on her website, Facebook, Instagram, LinkedIn.
In the last two blogs, we discussed sales funnels and ebooks, two great pieces of content for your sales funnel. The other awesome content type? Webinars.
Why Create Webinars
Webinars attract and engage your audience because of its hyper-focus and personality. This is your voice, and they’re listening to you, and you can discuss a very specific topic that your audience wants to know about.
If you host a live webinar, they can also ask you questions right then. It’s very dynamic and intimate. But for all that, webinars are easy to create.
Lawyers are busy, and they rationalize that they don’t have time to create webinars, or that they can create webinars when they “make it.” But as you can see here, you need webinars to make it!
How to Create Webinars
Pre-recorded or Live
Let me address this first since it’s something that many lawyers shy away from. It’s a very common belief that a webinar has to be live, but you can pre-record a webinar.
That’s what I do for Six-Figure Solo now. I just talk to myself! I just open Zoom, I share my screen, and I just record it like that.
You can repurpose this recorded webinar into blogs or an ebook. Or you can put this recorded webinar into your sales funnel, and put it to work that way!
Live and pre-recorded webinars both work – it just depends on your goals. You can invite people to join you in your live webinar, certainly, and you can learn a lot from your target audience during their participation. You discover what they’re thinking about, what their problems and challenges are.
But knowing that you can record and repurpose a recorded webinar does take off a lot of the pressure.
Find the topic your audience needs
Like with ebooks, start by identifying what your audience needs. What do they usually ask you about?
You also think of where your specific audience is in the consumer life cycle or the buyer’s journey. By the time they sign up for, download, or go to your webinar, they’ve already engaged with you in some manner and now they’re interested. They’ve probably already gotten your other content (emails, ebooks), so you want to create something more in-depth than your ebooks and other content in the sales funnel.
Repurpose and focus
As mentioned above, you can create a webinar and then transcribe it and edit it into an ebook. Or you can write the ebook first, and then go about creating a webinar from it.
Typically, a webinar is an extension or a deeper dive in a specific point in your ebook. For example, if your ebook was about wills, and you discussed five things you need to know about wills, estates and trusts, pick one of the five things and you create a webinar around it.
Determine what your offer will be
You have your topic and focus, you also need your offer!
So are you asking people to buy a course? Are you asking people to come in for a paid consultation? After you give them value for 30 to 45 minutes, what do you want to ask them to do at the end?
This is important. When I first started making webinars, I was just really excited to share information! It never led to anything else. That’s fine. But from a business perspective, it wasn’t fine. I wasn’t making my webinar work for my marketing. This goes back to the funnel.
Maybe 40 people will be on your webinar and maybe only two of them will come in for a consultation. That’s fine. You’ve given 40 minutes of incredible information. They know who you are, but you should also give them the next step.
People want to know the next step and we can’t assume that they know what the next step is! So plan your call to action: what will you promote in this webinar? You can connect your topic focus to that promotion so that by the end of the webinar, your viewers/listeners are really warm to what you’ll ask them to do next.
Be very clear in your offer at the end on what it is you want them to do. Make it easy to show people how to engage with you next. For example, prepare a landing page or a phone number they can call.
Sign up with a webinar service provider
Now that you know you can do a pre-recorded webinar as much as a live one, and you have a script from your audience’s content or topic of choice and your offer, the next step is to find a webinar service provider.
We use Zoom meetings. You can go to Zoom.us and sign up for free.
If you host a webinar, you do need to sign up for the paid tiers, but if you’re just hosting like, oh, let’s meet, it’s free. You simply sign in, do the meeting! It doesn’t have to be a “webinar” where you have to pay, especially if you’re only starting and don’t know yet how many people will come.
- Functionality differences:
Anybody can speak in the Zoom meeting. In a zoom Webinar, only you as the presenter can speak. So in a Zoom meeting, you can mute everyone else and also post a message asking everyone to mute their mics.
Create a landing page for your webinar
MailChimp and other platforms give you a template you can simply fill in with details about your webinar. All you need to do is change or fill in the copy, indicate the date and time, add the bullet points, add your photo, and that’s it, you have a landing page where people can sign up for your webinars.
Post the link to this specific landing page so people can sign up here during specific or multiple stages of your sales funnel.
Promote your webinar
Promotion for your ebooks and webinars deserves an entirely separate post. But the basics is to create images or repurpose some of your slides and post them on social media or blogs.
Promotion of your content is part of your sales funnel, but promotion should be very sparse. Remember, your sales funnel should provide value through good content. If your sales funnel is full of promotions, it’s not a sales funnel, it’s just a series of advertisements!
More about this below.
Keep practicing and keep getting better
This is, of course, another big reason why many lawyers shy away from webinars. You might be shy, or you might think you don’t speak well into a microphone or a video.
If you need more confidence, boost your confidence through practice.
Practice and record yourself while practicing.
Scripts can be quite clear in a doc but less clear when spoken. So recording yourself gives you a chance to tweak your words.
You also want to hear those “likes” and “ums” you end up saying. If you record and listen to yourself, you can be cognizant of getting rid of them.
I became more and more comfortable doing webinars the more I practiced. It became a lot easier. In the beginning, you would feel kind of silly, but just keep going! As long as you keep doing it, you get better at it.
Always do a soundcheck.
I get someone else in my office to log onto my webinar if I’m doing it live, to make sure they can hear me. I’m sure everyone in Six-Figure Solo has heard me say, “I’m just checking with Amy if she can hear.”
When you do a webinar, you don’t know if people can hear you or not! No one’s laughing at your jokes, you don’t get feedback or comments or any applause. So having someone else in the room assured me I was getting my message across. It felt so good to have Amy there with me, behind the scenes.
Moral support AND technical support
Ask someone, your partner or your assistant, to help you when you do a webinar! Aside from moral support, they can also help you with things like going through the questions you receive.
But don’t worry, all this is still very manageable to do by yourself.
Don’t hesitate and don’t be lazy about driving the point home!
At the end of your webinar, it’s time to sell. Keep it casual and plow through it with the same energy you’ve done the webinar!
You may be tired. You’ve just been talking all this time, but to me, big energy and excitement for your offer at the end is really important because that’s your authenticity that has to come through at that point.
Make sure that you sell. This is where your energy needs to be supercharged and you need to come through with a very clear call to action and clear reasons to why your audience would want and need to engage with you through your offer. Be excited about what you’re selling! Don’t be shy about it!
You’ve given great information and that’s going to be great for, let’s call it 97% of the people, but there’s going to be 3% that need something more from you and you need to help them be able to get it and you need to help them understand why they need it, why they need it from you right now, and how to take action to get it.
That’s the most important thing.
Practice this last part more than you practiced the rest of your webinar. This is your pitch! People usually think they can make it up as they go and then they feel bad afterward, realizing they sold their services short and didn’t talk it up as much as it deserved.
And then this continues to feel bad because you didn’t reach the goals you wanted for your webinar and entire sales funnel in the first place.
So, drive the point home at the end and be enthusiastic!