Marketing

Photo for Business Insights blog-How to Make Money After Your Webinar

How to Make Money After Your Webinar

So you’ve just hosted a webinar. Congratulations. You’ve already gone through many of the most important aspects of creating a successful webinar:

  • Planning
  • Preparing
  • Practicing and
  • Presenting

You may have even had a good conversion rate and started Profiting.

There are other ways to make more money after your webinar, to keep the momentum going.  The way you follow up could make a huge difference in terms of your overall profitability.  Here are a few ideas.

Follow Up Emails

You should send the following emails, complete with a link to the sales page:

  • A gift to thank them for attending. It could be a free special report, templates, or a checklist related to the content of the report
  • Access to the recording if they want to watch again; tell them what URL to visit. Remind them that the video will be available for a limited time only
  • A reminder that the special price is going away and they need to act now before it is too late.
  • Frequently asked questions (FAQs) about the topic. This is a good way to help win them over to buying your product, because you care about them and are not just trying to sell stufFAQs about the product. This can address any reservations they might have about making the purchase. Remind them of the great offer and bonus items and that the clock is ticking.

Making the Most of the Recording

Re-use the recording for those who might have missed the original broadcast, or who would like to watch it again

  • Upload the recording to YouTube to have as part of a library of webinars. If you want to change the offer, do so on the sales landing page and state in the description box that the introductory offer with bonuses is finished. However, they can still get the product at a reasonable price as a thank you for taking the time to watch.  Edit the sales page to reflect the new pricing and any bonuses no longer part of the offer.
  • Use the main body of the webinar in various ways:
  • teaching material for your coaching program
  • a bonus for other, related, products you sell
  • as part of a free or paid membership site
  • as part of a self-help customer portal for your coaching students or consulting clients, to add more value to your service
  • as a link in an ebook about the topic, or a special report
  • as part of a multimedia information package you plan to sell
  • as part of an educational course you are offering on a site like Udemy
  • as excerpts about your product to use as part of your sales letter
  • as excerpts to use on your social media pages to show you know what you are talking about and create buzz about your webinars and your expertise
  • to use in press releases as an example of you being an expert who knows their niche
  • as part of a bundle of two or more products, with the webinars for the products as part of the bonus items

Follow up with your second webinar, for even more opportunities to cash in by creating profitable webinars.

Photo for Business Insights blog-7 Things You Should Do During and After Your Webinar

7 Things You Should Do During and After Your Webinar

Here are some suggestions as to what you can do during, and after your webinar.

Engage Your Audience – Grab your audience’s attention and engage them with surprise polls, surveys, and contests with spot prizes. It only takes a few seconds but can keep things so interesting they stay with you, and even let other people know about the webinar while they are attending.

Record the Webinar – Those who attend might re-watch it and buy. They might also send a link to people they know, for an even wider audience and chance for sales.

Plan A Series of Webinars – One stand-alone webinar can be profitable. A whole series can keep your target audience coming back for more week after week or month after month and sharing information about it, so the next webinar you plan to host will already have a guaranteed audience of people who like what you do so much they become a loyal follower.

Give Surprise Gifts – Give a surprise gift via email as a thank you for them attending. Don’t mention it before the webinar because you don’t want them to be solely motivated to get the freebie.

Send Reminders – Send out a reminder about the recording and advanced notice that a new webinar will be coming soon.

Webinar Recording Availability – Let them know via email that the recording is available, and they should feel free to share it. Also let them know a new webinar will be coming soon. If you have had a lot of great feedback and many questions, you weren’t able to answer, consider giving a second webinar as a follow up, and the same special offer as in the first webinar.

Nurture New List – Now that you have the new list, don’t neglect them. Send them niche-related content that can stimulate sales. If you are crunched for time, create a campaign with shared autoresponder (follow up) emails from your existing main marketing list. You will find this feature in Aweber and other email marketing platforms.

Note that in Aweber, loading shared follow-ups will erase any follow-up messages already defined in your new list, such as the thank you for registering for the webinar, so you might want to copy and paste the best autoresponder emails suited to this new list and then bring them over manually. Find a virtual assistant to help with this, or draft in a helper while you work on getting your next webinar ready for prime time.

Successful webinars take time and effort to plan, prepare, practice, and present, but the profits can be considerable. It’s all a question of how many people you can get to attend and convert. It all starts with getting people in seats. Find out what the capacity is for the webinar hosting service you are using and aim to fill them 100%.

Photo for Business Insights blog-The Webinar Sales Funnel

The Webinar Sales Funnel… The First Step to Hosting a Profitable Webinar

The first step to hosting a profitable webinar is the webinar sales funnel. When you are trying to sell a product or service via a webinar, you must have a sales funnel in place before you start promoting with your webinar. Let’s review what a sales funnel is and how the sales funnel works.

The process used to make sales is often referred to as your sales funnel. When you envision a funnel, you picture a shape that is very wide at the beginning and narrows significantly, as you progress to the end.

The path potential buyers take, as you encourage to them to purchase, resembles a funnel because you begin with a wide target audience. Those who are interested in your product or service will follow the path, or links, find out more, working their way down to the narrow end of the funnel. Those who are not interested will stop following the current path, and essentially stop clicking through to the “next stage” or link.

In terms of hosting a profitable webinar, your first step in the funnel is to get them to sign up or opt-in. Then you need to encourage them to attend. Your webinar should be so interesting that they stay until the end. The special offer you will give webinar attendees only should be good enough to entice them to buy.

Awareness

Offering a free webinar makes people aware you exist. You can promote it at your site, on your email marketing lists, on social networks, and in chat rooms or on discussion boards related to your niche.

Awareness can also refer to a certain problem your target audience is struggling with in relation to your niche, and that there is a solution available in the form of what you are trying to sell.

Interest

Webinars are so successful because they are a combination of information, education, entertainment, and sales. Online education is booming. Internet users love videos, especially how-to content, which makes up 75% of all searches on YouTube. A well-presented talk, such as the TED talks, can keep audiences hanging on every word.

In terms of sales, a good webinar does not use a hard-sell approach. It is a risk-free way for the audience to learn more about your products or services in an interesting way. All they are spending by attending is their time. Hopefully, they will enjoy the webinar, and be able to come away with useful points. In fact, you can even structure your webinar in that manner, such as:

  • 7 ways to lower your cholesterol naturally
  • 5 secrets to improving your golf swing
  • 6 success strategies for marketing well with webinars

The content topic in your webinar should reflect your title, while giving you an organized, easy-to-follow structure and format. Provide informative, interesting content that your audience can identify with. It should also intrigue and motivate them to keep watching. Sharing content regarding a common issue or problem helps to get them ready to learn about your solution or advice. This is usually found in the hard-to-refuse product or service you offer at the end of the webinar. However, this may vary slightly depending on whether you have introductory offers, upsells, down-sales, bonuses, etc.

Decision-making

The content should always lead your audience down your sales funnel. The initial offers are frequently an introduction to what you are trying to sell. To help boost sales and/or opt-ins, the offer should be better than anything available on your site. In other words, you reward them for attending the webinar by giving them a phenomenal deal or opportunities just because they attended.

If you are launching a new product, your content will be all about the problem and the solution’s benefits as well as features. It makes sense to offer an introductory price to attendees to make it risk-free to try it. It also makes them feel valued and special.

If you’ve presented an interesting webinar, you’ve whetted their appetite throughout for the solution to the issue you’ve raised, that is, your product or service. At the point where they must make the decision to buy, or not buy, your content should have led them to the point where they are ready to act.

Action

At this stage, your audience will be at the narrow part of the funnel. Now all they must do is click to act on your offer. Your presentation will have shown them the value your product offers. Your offer should be so good that they would seem foolish not to act. They will buy and become your customer. Then you can follow up with them in the hope that they will become a loyal repeat customer. How might you accomplish this? By launching more products and using webinars as a marketing tool for those new products.

Photo for Business Insights blog-Do You Know What Your Competition Is Up To

Do You Know What Your Competition Is Up To?

There’s a great deal to focus on when you’re trying to grow your business and make it profitable. One area that small business owners all too often miss is researching their competitors. This is a small part of your day-to-day business operations, but it can make a significant difference in the effectiveness of your marketing. In fact, competitive research should be a critical factor in almost all your business and marketing decisions from the very start.

Do you know what your competition is up to? You should, and here’s why:

What Sets You Apart – How do you know what’s unique about your business if you don’t know what your competitors are doing? You may be offering the same or similar products to the same or similar people and in the same or similar way. This is definitely not a good thing for any business. You need to uniquely fulfill the needs of your market in a way that no one else is currently doing it.

Avoid Doing What’s Been Done – What if you have a great idea for an ad but your competitors have already run one like it? Simply knowing what your competitors are doing is a good way to make sure you don’t do something that’s already been done. A number of forehead smacking moments can be avoided. And you might even find out that what they’ve done didn’t even work!

Know Your Strengths and Weaknesses – You may have an intuitive sense of your business’s strengths and weaknesses. But you can never truly know unless you compare these strengths and weaknesses to those of others. You can truly understand what position your business occupies in the market. Through comparison with your competitors, you can understand which natural strengths you can play to for an advantage, as well as which areas need improvement.

Identify Opportunities – If you know what your competition is (and isn’t) doing, you can find gaps where they’re not meeting the needs of the market. These gaps present perfect opportunities for you to fulfill a need. For example, there may be one segment of your market that your competitors ignore. You can dominate this segment.

Steal Ideas – Okay, maybe we should say something more like, “Borrow and modify ideas” or, even better, “Learn from your competitors’ mistakes.” You can watch your competitors and take note of their successes and failures, analyzing these successes and failures for wisdom you can use for your own business. For example, if a competitor’s new product bombs, you can discover why and improve upon it. If they ran an ad for only a brief period of time and then stopped, it’s probably an indicator that the ad or the location didn’t pay off.

No business is an island. You need to know what your competition is up to so that you know what’s going on in your market. This can alert you to new trends, new developments in your industry, the market’s changing tastes, and more.

This is a somewhat harsh way to put it, but business is in some ways like war. You need to know as much as possible about your “enemy”, even if you’re on friendly, cooperative terms. That way, you can avoid conflict and even become allies.

Photo for Business Insights blog-Why You Need to Understand Your Customers Well

Why You Need to Understand Your Customers Well

It is vitally important to understand not only market trends, (i.e., your customer in big groups or as a demographic) but also to know your customers on an individual level. Your customers experience your product, service, and brand as an individual, and so this is the level at which you must reach them. You need to use every opportunity available to understand your existing or potential customers.

Take a moment right now to ask yourself a question: What does your ideal customer look like? If a clear image doesn’t spring to mind immediately, you have some work to do. Or, if you say, “Everyone who has a dog is my customer,” you have some mindset change and work to do. As the Seth Godin quote at the beginning of this chapter says, not everyone can be your customer.

What gives every business its competitive advantage is that it meets specific customer needs. It’s impossible to be all things to all people. Your customer needs to feel like your business is in league with them.

You may want to cast your net wide, and there’s not necessarily anything wrong with that. But not knowing who your customer is to each exact detail is like shooting in the dark. You will spend a great deal of money, time, and other resources without getting clear results.

If, on the other hand, you know your customer intimately, you can use your resources more effectively in order to craft the right message that resonates and perfectly meets your customers’ needs. By focusing your message to your target market, you’ll attract the right type of buyer, and not waste time with leads that you can’t nurture. By carrying out this research continuously, you’ll be able to keep meeting the needs of your market even as their needs change.

In other words, by understanding your customers at an intimate level, you can sell more and earn more profit with less effort. Your marketing will create a perfect match between you and your customers. If just launching your business, you’ll know where to start (with the customer and their needs). If expanding your business, you’ll know how to grow and stay relevant.

Photo for Business Insights blog-How to Create a Solid Foundation for Successful Marketing

How to Create a Solid Foundation for Successful Marketing

There are probably a thousand marketing strategies you could employ at any given time. They come in all shapes and sizes. All you need to do is pick one and get started. But before you do, it’s important to have a strong foundation underlying your marketing. This is the basis on which your ultimate success rests.

Core Values

Your core values are the principles that underlie everything your organization believes, says, or does. It’s important to define these core values since they have such a huge effect on the direction your business will take. Without clearly defined core values, you’re just wandering around rudderless.

For example, you might choose “innovation” as a core value. This means that everything your business does should be somehow innovative. If your customers know you for this, you’ll know to avoid products, strategies, or methods that are outdated or appear ordinary.

Natural Strengths

An important part of a business’s foundation is an understanding of its natural strengths. Natural strengths are the things you’re good at without really trying. These are the qualities of your organization’s “personality.”

Your natural strength might be your effortlessly friendly customer service. Knowing that you talk to your customers just like old, close friends, you might choose an email marketing campaign as a marketing strategy, since it’s an intimate and friendly way to market to your audience.

Long-Term Goals

Your organization’s foundation should rest on clear and well-defined long-term goals. Long-term goals should show the direction you’ll take in the next five, ten, or even twenty years.

Long-term goals align with the core values and fundamentals of your business. But they also tell you where to go once you’ve reached a short-term goal. For example, you might grow your social media following to 1,000 people, but what then do you do with them? Look to your long-term goals to guide your next efforts.

Getting Everyone on the Same Page

The foundation of your organization gets its members on the same page. It provides a map of where your company is going. It also defines the culture of your company and makes it clear, so that everyone within it knows where they stand.

Before you get started on any marketing push, start by defining a few key business fundamentals:

  1. What are your core values? Core values can be expressed as single words like “diversity,” “results-oriented,” “service,” or “flexibility.”
  2. Identify your natural strengths. Try to think of the compliments you get from customers. What do they praise you for that comes naturally to you?
  3. Identify a unique value proposition. This is a statement that explains what benefit you bring those who use your product or service, and what separates you from competitors.
  4. Create a list of long-term goals that reach beyond the next year or next few years. Imagine where you want your organization to be at specific points in the future such as five years, ten years, and so on.

Once you’ve done this, write it up in a way that’s easy for those in your organization to understand and communicate it clearly to them.

Photo for Business Insights blog-Design Your Product-Service Offering to Match What Your Prospects Want

Design Your Product/Service Offering to Match What Your Prospects Want

If you really want to build a lasting business revenue stream, you need to create product/service offerings that give your clients lasting results. A offering package is more than a one-off product/service; it could be similar product/services packaged together and delivered over time.

Long-Term Benefits for Your Client

Since we’re talking about lasting results, it’s only natural that longer-lasting packages offer more revenue for you. They also make the client commit and go a long way toward building a relationship between the two of you, which leads to greater satisfaction and a good opportunity for testimonials or referrals.

When designing a product/service package, consider what kind of long-term benefits you can offer someone. How can you help them with your expertise? You should also consider the length and frequency.

Marketing Your Package

When talking about your package, always describe the value it offers the customer just as you would a regular service. Emphasize the benefits over the features. Explain to them what they’ll be able to do when the consume the package, or tell them in concrete terms how it has helped other clients of yours.

Also, you should tell them specifically what it entails. Mention exactly how many products/services are within the package and the or the exact length of the period of time for them to consume the package. This lends you credibility and also helps to set realistic expectations for them.

Pricing Your Packages

The best way to price a package is to look at your revenue goals. Decide how much you need to earn in what timeframe, and price your product accordingly. If the price you come up with seems a bit high and you’re not confident telling it to prospects, here are some things to remember:

  • Your package offers concrete results. It helps the prospect solve a problem they’re facing. What they’re buying isn’t the products or services, but the results and changes in their life that it will deliver.
  • Keep in mind the unique value of your service and the expertise behind it. You have things to teach your prospect through the package and this adds value to it.
  • Be excited about the package yourself. When you’re energetic and excited about the offering, you’ll find it much easier to communicate this to the prospect.

Finally, keep in mind that you can adjust the price later. If you find that people aren’t buying, it means you’ve priced it too high or you need to ramp up your marketing. But one bit of good news here is that most entrepreneurs tend to under-value their offers.

Serving, Not Selling

By offering a high-value package, you’re not just lining your pocket with a steady stream of income. You’re offering a unique solution to your prospect. You’d be doing them a disservice if you didn’t help them work on their problems over the long-term with an offer like this.

If you really want to know how to turn prospects into buyers, check out our course, How to Convert First Time Buyers into Customers for Life. The course teaches you a system to do it step-by-step with learning activities and templates you can use.

Photo for Business Insights blog-How to Create Brand Messaging that Really Resonates

How to Create Brand Messaging that Really Resonates

Taglines are catchy, but there’s a lot more that goes into your brand messaging than stringing a few words together with enough flair to make them memorable. This is where many marketers get confused during the messaging development process.

Product positioning, key benefits, brand pillars, value proposition, audience, and tone are just a few items that need to be taken into consideration. Together, these elements combine to create a full messaging framework that can guide your marketing across every piece of content and every channel. Everything you create, both internally and externally, should be able to map back to this messaging.

So how do you get started? As you can probably guess, you don’t jump right in and start dreaming up award-winning slogans. You have to put in the grunt work first, which means looking at your brand from three different angles.

  1. The Customer Angle – What does the customer care about? Do you have survey data that can tell you more about their pain points, their favorite product features, and the things that matter to them? Your brand messaging needs to be customer-centric, which means you need to get inside the mind of your audience before you get too far into messaging development exercises.
  2. The Internal Angle – Now look at your brand from the inside out. What do your sales reps find really resonates during the sales process? What is the vision for your brand? Where do you see your brand going over the next year? The next five years?
  3. The Competitive Angle – Lastly, consider your marketplace. Keep in mind that each brand can only own one message, and that message should be unique. You don’t want your buyers confusing your brand with a competitor’s just because your value propositions are too similar.

Once you have a solid understanding of each of these three points, you can start building your actual messaging framework. Let’s look at each element of the messaging framework

  • Brand Promise – Finally, you can work on your catchy tagline! Your brand promise should be targeted toward the customer, indicate your vision, and still convey what you actually do. It’s a tough balancing act, so be patient!
  • Positioning Statement – Your positioning statement defines where you fit into the marketplace. This can help guide both your internal and external messaging.
  • Target Audience – Hopefully, this part isn’t new. Throughout this process, it’s important to keep your ideal buyers in mind so that you’re always working toward messaging that will resonate with their needs, motivations, interests, and pain points.
  • Mission – Your mission statement takes a more visionary angle. What do you hope to accomplish? What is your ultimate goal? What are your core beliefs?
  • Tone of Voice – This is especially important for the copywriting part of your messaging. Define the tone that you want to use for your brand. Are you going for more of a fun, playful brand? Is your audience made up of c-level execs, and therefore requires a more serious tone? Don’t be afraid to have fun with tone development exercises — it can help to compare your brand to different celebrities, songs, other companies, movies, cities, and more get a feel for a tone that would be most appropriate for your business (“If my brand were a celebrity, it would be George Clooney”).
  • Brand Pillars – Start breaking your brand positioning, mission statement, and promise into “brand pillars” that describe the three most important selling points of your product. Keep in mind the customer, internal, and competitive angles discussed earlier. Each brand pillar will then be supported by a key benefit statement and supporting examples. These pillars will really inform the focus points of your marketing content.

Once you’ve completed each of the items above, you’ll have a solid messaging framework in place. Use it to make sure your go-to-market messages are all consistent, and to tie all of your pieces of content together. This will ensure the customer experience isn’t fragmented by mismatched messages, and most importantly, will help your buyers see your brand the way you want it to be seen.

Photo for Business Insights blog-Your Profitable Webinar Funnel

Your Profitable Webinar Funnel

The process used to make sales is often referred to as your sales funnel. When you envision a funnel, you picture a shape that is very wide at the beginning and narrows significantly, as you progress to the end.

The path potential buyers take, as you encourage to them to purchase, resembles a funnel because you begin with a wide target audience. Those who are interested in your product or service will follow the path, or links, find out more, working their way down to the narrow end of the funnel. Those who are not interested will stop following the current path, and essentially stop clicking through to the “next stage” or link.

In terms of hosting a profitable webinar, your first step in the funnel is to get them to sign up or opt-in. Then you need to encourage them to attend. Your webinar should be so interesting that they stay until the end. The special offer you will give webinar attendees only should be good enough to entice them to buy.

Awareness

Offering a free webinar makes people aware you exist. You can promote it at your site, on your email marketing lists, on social networks, and in chat rooms or on discussion boards related to your niche.

Awareness can also refer to a certain problem your target audience is struggling with in relation to your niche, and that there is a solution available in the form of what you are trying to sell.

Interest

Webinars are so successful because they are a combination of information, education, entertainment, and sales. Online education is booming. Internet users love videos, especially how-to content, which makes up 75% of all searches on YouTube. A well-presented talk, such as the TED talks, can keep audiences hanging on every word.

In terms of sales, a good webinar does not use a hard-sell approach. It is a risk-free way for the audience to learn more about your products or services in an interesting way. All they are spending by attending is their time. Hopefully, they will enjoy the webinar, and be able to come away with useful points. In fact, you can even structure your webinar in that manner, such as:

  • 7 ways to lower your cholesterol naturally
  • 5 secrets to improving your golf swing
  • 6 success strategies for marketing well with webinars

The content topic in your webinar should reflect your title, while giving you an organized, easy-to-follow structure and format. Provide informative, interesting content that your audience can identify with. It should also intrigue and motivate them to keep watching. Sharing content regarding a common issue or problem helps to get them ready to learn about your solution or advice. This is usually found in the hard-to-refuse product or service you offer at the end of the webinar. However, this may vary slightly depending on whether you have introductory offers, upsells, down-sales, bonuses, etc.

Decision-making

The content should always lead your audience down your sales funnel. The initial offers are frequently an introduction to what you are trying to sell. To help boost sales and/or opt-ins, the offer should be better than anything available on your site. In other words, you reward them for attending the webinar by giving them a phenomenal deal or opportunities just because they attended.

If you are launching a new product, your content will be all about the problem and the solution’s benefits as well as features. It makes sense to offer an introductory price to attendees to make it risk-free to try it. It also makes them feel valued and special.

If you’ve presented an interesting webinar, you’ve whetted their appetite throughout for the solution to the issue you’ve raised, that is, your product or service. At the point where they have to make the decision to buy, or not buy, your content should have led them to the point where they are ready to act.

Action

At this stage, your audience will be at the narrow part of the funnel. Now all they have to do is click to take action on your offer. Your presentation will have shown them the value your product offers. Your offer should be so good that they would seem foolish not to act. They will buy and become your customer. Then you can follow up with them in the hope that they will become a loyal repeat customer. How might you accomplish this? By launching more products and using webinars as a marketing tool for those new products.

Now that you understand how sales funnels are constructed, you can put together your three main components. Let’s start with registration.

Photo for Business Insights blog-How to Master Body Language in Business Networking

How to Master Body Language in Business Networking

One of the benefits of networking with people face-to-face vs. online is that you can see their reactions and get a “read” on them. At the same time, they can do the same with you. On the plus side, you can convey your interest and genuineness more easily. On the downside, you have to be more aware than ever about your body language and expressions.

Here are four of the most important components of body language that you need to pay attention to:

  1. Your posture

The way you stand can communicate how open you are to being approached, your energy level, your professionalism, and even the way you were brought up. Didn’t your mother ever tell you stand up straight?

Make sure you do stand up straight, but not as if you’re in the military. You want to appear open and friendly, not rigid and formal. If you slouch, you may look tired or unenthusiastic. Find a happy medium where you stand up straight with your shoulders back, far enough away from the other person to allow personal space, and with a sense of energy.

  1. Arm movement

Gestures and where you put your hands when you’re not using them are both elements of body language that communicate different things. Waving your arms around while you talk may seem to portray excitement, but it can also be distracting. Putting your hands in your back pockets may be more casual and comfortable, but it can also look unprofessional. Crossing your arms is also a big no-no in many circles since it communicates a resistance to new ideas.

You may be completely unaware of your common gestures, so ask a friend to pay attention to them during a practice conversation.

  1. Facial expressions

People will be looking at your face more than anywhere else, so be careful of your facial expressions. If you frown at what someone is saying, they will immediately assume you disagree or disapprove. Worse, someone may capture that on camera or see it from across the room.

Keeping a slight smile on your face is a good habit to practice no matter what situation you’re in. It makes you look warm and friendly – like someone that others would like to meet.

  1. Eye contact

If there is no other body language you focus on, it should be eye contact. The best networkers use their eyes to communicate the feeling that you are the person they are most interested in at that moment. And never let your eyes drift to other people in the room, as if you’re looking for someone better to talk to.

Practice having a conversation with a friend, preferably in a room full of people, and ask them for feedback afterwards on what your eye contact felt like. Did they feel as if you were not fully engaged? Did they feel like you were “staring them down”?

Now go stand in front of a mirror and practice having a conversation with an imaginary person. Answer and ask questions you might normally talk about in a networking event. As you talk, pay attention to your body language and what you need to work on.

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