If your marketing focus, as a health and wellness entrepreneur, is to build your email list, webinars are a big way to do that.
In a recent podcast episode, Karen Pattock, a health business mentor and webinar queen, and I discuss all things webinars and how you can create a high converting webinar while building your email list.
This post will walk you through our conversation and give you the 411 on webinars. Before we dive deep into how to create high converting webinars, let’s dig into why email lists are so important for your holistic health and wellness business.
Your Email List is One of The Few Things That Belong to You
You may have a lot of fans on Facebook and it may be where you get most of your business. Yes, but you can get even more business with an email list.
Social media is a staple to growing a profitable online business. However, there is one big thing that’s wrong with social media: you have absolutely no control.
I use the following example in the podcast to highlight that point:
As of March 2018, Facebook does not allow new chat bots to connect to Facebook pages. That means that you can’t use chat bots to run your ads through Facebook Messenger (if you created a new Facebook page after March). Just like that, Mark Zuckerberg can easily change everything for your business.
Facebook could shut down tomorrow or you may just wake up one day to find that they have revised their policies (as with the aforementioned example), or find something wrong with your account. All the years you’ve spent growing your social media presence could be gone. With a click of a mouse, everything could disappear.
Facebook actually teaches us all a big lesson not to build our businesses on someone else’s property.
Additionally, a very small percentage of your Facebook followers actually see your posts.
But with email, aside from a few bounces, almost all your emails make it to an inbox.
And luckily, all the control lies with you.
That’s why your email list is your biggest asset as a business owner. No one can take it away from you.
So spend some time building it. Webinars are a good way to do that quickly and effectively.
Webinars as An Email List Building Strategy
Webinars, in our field, are promoted to lead to program sales, but are also used to build email lists.
One of the main reasons why webinars build email lists faster than other marketing strategies is because of value. Providing an email address in exchange for a valuable educational opportunity is not a big deal for most of us. In fact, it is a minimal price to pay.
On the other hand, an email address is extremely valuable to you as a webinar host because it allows you to easily reach out and continually build stronger relationships with prospective clients.
The funny thing is that neither I nor Karen initially used webinars to build our lists. We started making them strictly to create value as opposed to growing sales and email lists.
Karen actually started using Instant Teleseminar way back in the day as a way to create value. Little did she know that it would turn out to be a great list and rapport builder for her.
Same for me. I didn’t use webinars as a strategy – I actually didn’t even know it was a strategy. It was simply a way to get my voice out in the marketplace.
Webinars eventually turned out to be a powerful way for us to grow our businesses online. As Karen says, “What other way are you going to connect with your ideal clients that are anywhere and everywhere in the world?”
Think of webinars as an excellent communication strategy to reach your ideal client base. When they are properly designed, they can also grow and sustain your following by building your email lists to further expand your audience.
Let’s get to it then. Here’s advice from Karen on how to create high converting webinars.
How to Create High Converting Webinars
Some of my clients who run webinars complain that they don’t convert. I asked Karen why some of you may be experiencing that challenge.
She breaks it down using the following scenarios:
Scenario 1: You are getting webinar registrations but aren’t getting enough conversions.
In this scenario, your landing page may not be speaking to your ideal clients. There may be miscommunication or misunderstanding of what the webinar is about and who it is for.
Scenario 2: You are getting clicks to your landing or registration page but people aren’t registering.
Then something may be wrong with the landing or registration page. Perhaps it contains too much information or the registration button or other call to action is not prominent enough.
Scenario 3: People who register for your webinar do not show up.
What that means is that you need to do a better job at onboarding them between the time they register and the webinar. Perhaps you’re not sending them email reminders about when the webinar will take place, what the benefits are and the link to the webinar.
Scenario 4: They show up for the webinar, are engaged, but aren’t converting.
Sort of similar to scenario 1, but in this one, you are getting more engagement and feel as if you’ll get a lot of conversions, but don’t.
The reason could be that your audience simply wants more information before they make a purchase. It can sometimes take them a couple of webinar sessions before they make a purchase or they could be setting aside time to get the money to afford your program.
Another major reason why your webinars may not be converting in all scenarios is because there is a disconnect in your story.
The Art of Storytelling in Webinars
Stories, especially in the health and wellness field, often come from our own experiences: we talk about our own experiences to connect with the listener.
In telling a story in a webinar, we must first identify what’s in it for the person that is attending.
Think about this example that Karen gives: You name your webinar ‘3 Tips to Balance Your Hormones.’ That sounds really great, but you are not telling your potential audience what kind of hormones you are going to discuss.
The title, ‘3 Tips for Balancing Your Hormones to Eliminate Hot Flashes and Insomnia’ is better because you’re reaching out to a specific demographic of people. Chances are that your audience will be women who are starting to feel the effects of menopause.
This is also most likely your story. Your story will particularly be about what your problems were/are in dealing with hot flashes, insomnia and other symptoms. Your story will then conclude with how your program addresses or solves those problems. Perhaps, in your program, you are going to have daily calls with participants to help them alleviate their symptoms.
The goal of the story is to present your program as the natural next step for them.
I realize it may be hard to coherently tell that story through webinar slides. Here’s Karen’s advice on how to build your webinar slides to tell your story and effectively sell your program.
How to Structure Your Webinar Slides
Your webinar slides are stories that you need to tell – informational stories that set your program up as the answer. Therefore, the stories, i.e., the slides, should be presented in a way that set your program up as the solution to the problem.
To do that, you should break up your webinar slides into three sections. But first, focus on the transformational aspects of your program and what it looks like. Doing so will inform your entire webinar and what you want people to take away from it.
Once you figure out the transformational aspects of your program, you can begin working on your slides and the three sections.
Section 1: Why is your audience here?
This section is all about validating why your audience is there. It is a reiteration of whatever you advertized or talked about on your registration page.
In this section, you should state that no matter what reason they are there, they are in the right place because they will learn A, B, C, D.
In that way, you’re setting up and storytelling. You’re validating why people are there. That they are in the right place and they made a good decision by coming and hanging out with you.
Then you proceed to the teaching part.
Section 2: The teaching part
This part is about going through your audience’s problems and connecting with them in the hopes that they will purchase your program to learn more.
Be careful not to give away too much information in this section. People are grateful when you give them loads of information and tips but that conflicts with the point of the webinar: to get people to buy your program or services so they can learn more and get the help they need.
This section is all about informing them of the problem they have before “pitching” your program. It is this part that you are connecting with them, giving them the feeling of, “yes, that is exactly me.”
For example, you could say, “I don’t know why you showed up here today – if it was A, B, C or D – but if what we have talked about today has resonated with you, and feel like you can connect with what I taught you, then you are going to absolutely love my ABC coaching program. Let me tell you about it.”
The perfect transition to the next section: sales.
Section 3: The sales section
This section is admittedly difficult for most of us, especially those of us that find it unnatural to give a sales pitch. However, if you do sections 1 and 2 well, this section should be an easy and smooth transition.
It helps to think of it as the section in which you talk about how your program will help to fix the problems you discussed in section 2.
That is exactly how I do my webinars.
The next step is to build your webinar slides to tell your story.
How to Create Engaging Webinar Slides
When Karen and I started creating webinars, our slides were content-heavy with lists upon lists upon lists. That meant that we would stay on each slide for at least six minutes.
If you find yourself doing that, it means you are teaching way too much which shouldn’t be the case.
Today, we try to not stay on a slide for more than a minute. If we have five tips, we put one tip per slide as opposed to putting all five on one. Less is indeed more when it comes to webinar slides.
Remember that you’re telling a story so you need to focus more on giving your audience visual images to accompany your story. If you must use text, add minimal text – just one or two words and then go into commentary about that.
Most of us add a lot of text to our slides to help guide us through the webinar. But that can be distracting to the audience so create minimal slides for them; and write up a script to help guide you, the webinar host, through the webinar.
That’s actually something I do for all my webinars. I have 40-page scripts in front of me because there is absolutely no way that I am remembering everything. So, I write the scripts and create minimal webinar slides to keep my audience engaged.
Scripts are helpful to those of us who speak through things fast and don’t give enough information because we are so nervous. I find them particularly helpful to those who go off on tangents.
If you have a 60 to 75-minute webinar already planned and you go off on a 10-minute tangent a couple of times, you could actually lose a majority of your audience because no one is setting aside 2 to 3 hours to be on the webinar with you.
You promised them 60 minutes and that is what they signed up for. So if you go off on a tangent and haven’t gotten to the last section of the webinar in 45 minutes, you’ve lost a big opportunity. A script simply allows you to stay on topic and stick to whatever you promised your audience.
Perhaps you don’t want to do webinars because you’re intimidated by the technology or scared that something could go wrong. What I always say is that the things that you’re scared of will always happen.
Tech issues happen. It is your reaction to the mishaps that determine your success and overall outcomes moving forward.
For example, the first several times that Karen hosted webinars, not everything went smoothly. There were times she forgot to hit the record button or accidentally disconnected. There was one time she did a webinar, all the way to section 2, the teaching part; and just as she was about to transition into sales, her cat walked across the desk and hit the mute button on her microphone cord.
Messages started flooding in. She thought those messages were questions about the webinar, due to such an engaging and enticing pitch. She was surprised to find, at the very end of her pitch, that she had lost two thirds of her audience. She immediately sent an apology to everyone that registered and re-recorded the sales portion of the webinar.
I had a similarly horrific experience when I was first starting doing webinars. I was 30-45 minutes into a really engaging webinar (if I say so myself) when my ex-husband walked in only to tell me I was talking to myself because I was muted. I had no choice but to laugh it off.
What you do in response to those circumstances can make a big difference in the outcome and effect of the webinar. It helps to remember that no matter what goes wrong, you can always salvage the webinar.
You can listen to the full podcast here, or watch the video below.