Ignacio Perez Contributor
Webinars are continuing to rise in popularity amongst online marketers and coaches.
Since 2018, there has been a 24% increase in the use of video as a marketing tool. This is where webinars come in.
Webinars are short for “web-based seminars”, in which hosts present ideas virtually to audiences all around the planet in hopes of influencing their behaviors.
A webinar is, therefore, a fantastic way of connecting to your audience, show your expertise, handle pre-sale objections and even boosting traffic to your site.
Many coaches jump at the opportunity of presenting their work through webinars, later to fall short when it comes to sales.
I contacted 10 of the greatest marketing experts to discover why your webinar is failing, and not converting viewers into clients.
Reason No. 1 – You Are Not Researching Well Enough
“Fail to prepare, prepare to fail,” says Matthew Tudge. Effective research is fundamental before beginning any webinar and ineffective research could result in fewer conversions. Before contacting any prospect make sure you take the time to learn about them, the reason they have got in touch and their company.
It is important that you try to understand the mindset of your prospect as best you can and the challenges they are facing. This will give you more tools at your disposal to use in the webinar as you’ll be able to tap into specific pain points and then explain how your product or service will help them.
While researching your prospect make thorough notes, properly digest the information and then make clear bullet points that you can refer to if needed during the course of the webinar.
Reason No. 2 – Your Webinar Addresses the Product, not the Problem
Rahul Vij, CEO of WebSpero Solutions comments: “Many people just keep talking about their product/service in their webinar and it ends up like a boring classroom lecture”.
This is true, a webinar must offer a solution to a problem, not a product itself. Without addressing the problem first, the audience gains little respect and trust from you as an individual or company.
If you think your webinar might be too product-centered, focus on connecting with your audience early on in your webinar. Spend time talking about the issues your audience are facing and focus on describing in detail their problems. Once you have successfully done this, you can move on to pitching the solution.
Reason No. 3 – Low Attendance Rates
“The number of registered people does not guarantee the number of people that will actually attend live,” says Laura Gonzales, marketing manager at Mercedes of Coconut Creek. For Laura, a quarter of people that register for a webinar will actually attend. It is therefore imperative for you to check the numbers of actual attendance instead of opt-ins.
If attendance is low, it is important you look into the reminders you send before the webinar begins. Three reminders 24hrs, 6hrs and 30 minutes before should be enough to increase attendance rates. Consider constantly promoting the event with the time and date on social media as well as adding an “add to Google calendar” button in the opt in page.
Reason No. 4 – Your Product is the problem
Sam Ovens, CEO of Consulting.com has been running the same webinar for four years and has grossed $20M in sales from it alone. He says “nine out of ten times the reason why a webinar doesn’t ‘convert’ is because of something everyone is afraid of – the product”
By this Sam means the product you are advertising on the webinar could be the problem if it has no clear audience for the product, doesn’t solve a pressing problem, or lacks differentiation to competitor’s products.
If your heart and soul tell you there are things that need to be worked out first on the product level, focus on those first. Create an amazing product and then fill the webinar with success stories from your product. You’ll see the difference.
I am a strategy expert & coach humbled to have spent almost a decade now growing 6 and 7 figure coaching businesses from scratch. I’m currently VP of business strategy at Dot Coach: a multi-million consultancy I started with the renowned coach and expert Sai Blackbyrn. Life wasn’t always this simple and on the road to where we stand now, I was cheated, disappointed and tricked. My mission in life is to offer unique and valuable perspectives to coaches all around the world so that they avoid landmines, navigate alternatives and succeed at building their own coaching businesses.