Launching Your First Webinar Even if You Don't Have a List
Webinar Content Creation
Webinars score very well on my Trust Velocity matrix because they are a form of teaching that feels live and unedited, which is always a reliable trust-builder if done well.
Here's how I create webinar content (I call my webinars "micronaurs" because I limit the content part of the presentation to 15 or 30 minutes and handle questions for the rest of the time):
- Create a 15-minute presentation that addresses the most important question I get from clients.
- Deliver the micronaur. Take questions from the audience after the presentation.
- Turn the best audience questions into the topic of the next few micronaurs.
That's really all there is to it! A turnout of 5 to 10 people is not a failure because you'll get to spend more time on questions and go deeper into the topic. Putting together a slide deck for a 15m presentation can take as little as an hour. That's why I recommend micronaurs for this bootcamp. They're a high-ROI marketing activity.
I recommend https://www.crowdcast.io/ for your webinar platform, though if you know for sure that you're going to be attracting a very small audience to your first Micronaur, Google Hangouts is a good free option that you could use.
Good examples of more technical webinars:
Webinar Registration Page and Announcement Email Templates
Crowdcast creates a very simple event registration page for you. You just need to create a title and a description. This template will help you do that: https://docs.google.com/document/d/1LBneZfONXY2dXfe1K94WVJBCI_0S23H5dNMD1MqtseY
Here's a template for the email you might use to announce a webinar to your list or people who already know you: https://docs.google.com/document/d/1cqH1dIXYSiJ-49XhmENSNOPY6S6dTqk8LflprIGODGE
We'll deal with announcing your webinar to people who don't know you below, so hang on for that.
There are basically two ways you can use webinars. One is to deepen engagement with the leads who are on your list. The other is to generate new leads and build your list size.
No matter which approach you use, I'm a big fan of not selling anything during the webinar, but selling via followup emails instead. Few people can do a good job of transitioning from an educational presentation to a sales presentation, so I don't recommend selling during your webinars.
So if you are going to sell in followup emails, your email list software needs to know who registered for and/or attended your webinar. That's the reason you'll want to set up some simple webinar automation using Zapier.
Watch the screencast video below for more details.
Webinar Followup Email Sequence
You should followup with anyone who registers for a webinar after the webinar is over because you can deliver a sales message that is contextually aligned with the webinar content.
That contextual alignment will help you be more effective in selling your services or inviting people to sign up for a micro-consult.
This is a template you can add to your email marketing software to do that followup for you automatically: https://docs.google.com/document/d/1G5UsqVxjO9JOj2ceH5ui6upWnxzfdhVkuZj62PRtEas
Inviting People to Your Webinar
Again, if you can invite people you already know (past & current clients, colleagues, etc.) to your webinar, DO THAT! 🙂 Use this template to construct your invite email: https://docs.google.com/document/d/1cqH1dIXYSiJ-49XhmENSNOPY6S6dTqk8LflprIGODGE
If you want to invite people you don't know to your webinar, you need to:
- Build a list of prospects
- Invite them, probably using cold emails
Here's a template you can use to invite someone you don't know to your webinar: https://docs.google.com/document/d/1h2yhRAVXCFMLNRtbGj7KcVJ_bDxSBXCHk6V7IF5w3N8/edit#