According to Demio co-founder Wyatt Jozwowski, live content is a conversion game changer – and he had lots of insights to share at This Just Works.
Creating live content – like virtual events and webinars – that not only converts your audience but builds relationships and engages your audience is something that every business should focus on. Webinars can create a personal connection from anywhere.
Live content, like webinars, can be a great asset to you if:
- You sell your expertise as a freelancer, coach, consultant, entrepreneur, author, or trainer
- You have leads and traffic but struggle to convert your audience into paying customers for your digital products
- You want to build a strong relationship with your audience and not burn any bridges by being too pushy or using “slimy” sales tactics
“I’ve seen webinars taught as kind of like relationship burners, and they’re really focused just on conversions or sales. And I don’t love those because they’re very short-term oriented. And webinars are going to be something that you’re going to be doing ongoing and you want people to come back to your business and not just feel like they were just being sold to for an hour,” says Wyatt.
This post will show you how to sell your digital products and grow your business while providing value to your audience through live webinars.
This session was presented at This Just Works, the digital anti-conference. You can see the full session (and 14 other talks) by registering here with code TJWAG2020.
Every marketer does this…
Lots of marketers focus on top of funnel and middle of funnel content, but the bottom of funnel content – where live content like webinars typically lives – shouldn’t be ignored.
“I’ve found, when talking to a lot of internet marketers, that they really focus on top of funnel stuff and middle of funnel content. And this was me when I got started as well. I had an SEO company and I was doing kind of all these things – blog posts, social media, videos, running ads to my free downloads and quizzes – and I was getting leads. But I wasn’t really converting any of them, “says Wyatt.
“I was struggling to actually maximize the value from those. And then I realized that I was missing something at the bottom of the funnel. I was missing some kind of conversion mechanism. And, you know, I think a lot of people starting out are really missing that and I would actually start there today, if I was kind of starting over at the bottom of the funnel and then work my way backwards from there up to the top of the funnel,” says Wyatt.
Bottom of funnel content – like webinars – is the missing piece between you and your users.
This is the webinar conversion machine.
Webinars work well for many types of businesses. They aren’t cost-heavy or very hard to scale. It’s something that really anybody can do.
Why do webinars work so well?
Webinars are a more useful marketing channel than you may have previously knew:
- Are the most powerful conversion mechanism at scale
- Shorten the sales cycle (Education becomes Conversion)
- Sell to hundreds of people at once
- Provide high value and position you as an expert
- Create scarcity and a sense of urgency that works to produce engagement
“They were always one of the most powerful conversion mechanisms at scale. You’re able to connect with maybe 1,000 people at a single time at only an hour of your leveraged time, and potentially convert 10 or up to 100 people in a single set setting. So you can really shorten the sales cycle as well,” notes Wyatt.
But what’s the best part about webinars? You can automate everything (depending on your platform).
The 2 secrets to creating a 24/7 conversion machine
The 2 secrets to getting constant conversions through live content are…
- “You don’t have a traffic problem. You have a conversion problem.”
- “A perfect webinar script delivers a ton of value while selling your offer at the same time.”
Secret #1: you don’t have a traffic problem, you have a conversion problem.
There are lots of different traffic sources out there:
- Facebook Ads
- Google Ads
- Capterra Ads
- Affiliate and PArtners
- Social Media
And there are a lot of things being taught and people can get overwhelmed looking at all these different traffic sources. And the reality is all of these traffic sources work.
“Some are better for certain business types or certain average customer values. But the reality is you can make any of these work. So there’s no really right or wrong answer with these. It’s just how you’re using them,” says Wyatt.
The most important thing to remember is to not become too dependent on one solitary traffic source. Your ability to convert leads into customers directly affects how much you can pay for traffic.
“You can kind of get as much traffic as you want. And what this depends on is how much those leads are worth to you. So let’s say you have an average customer value of $500. But the ability to convert those leads makes those leads more valuable,” says Wyatt.
Company A: 1% of leads become customers at $500 each means that at 1% conversion = every lead is worth $5
Company B: 10% of leads become customers at $500 each means that at a 10% conversion = every lead is worth $50
“Company B has the ability to pay a lot more for the same leads. And so it makes Company B again, be able to go out there and use a lot more traffic sources than Company A would be able to and scale faster than Company A would be able to with the same customer at the end of the day.”
The company that can pay more is the company that’s going to get more traffic and leads at the end of the day.
When you put all of your other content through this webinar conversion machine – AKA repurpose your content into webinar content – you make that original traffic much more valuable than it was before.
Secret #2: a perfect webinar script delivers a ton of value while selling your offer at the same time.”
“You don’t want to just necessarily sell, sell, sell. You want to make them excited about your business and what you teach – regardless of whether they become a customer or not. There’s a healthy balance in the middle where you can blend education and conversion. This is the beginning of a relationship, not churn and burn,” warns Wyatt.
The outline for any great webinar presentation
At a high level, the outline for a webinar looks simple. It includes:
Each of these components have some rules and considerations that you need to pay attention to.
Your webinar intro has one major job: make a good first impression.
People are going to come in with an impression of you whether they actually know you or not. Your job is to make sure that you set the groundwork for a good, long lasting impression as soon as they arrive – the impression of your business that you want them to have.
To establish that impression, your webinar intro has a few other tasks to complete:
- Confirm your status as the expert
- Collect commitments
- Crush major objections in advance
- Inspire hope for a better future
- Give at least 3 reasons to stay
Your intro should be approximately 5-10 minutes long – people are there for your content so you don’t want to create a big delay in getting to it.
The 3 things that need to happen at the beginning of every webinar you host are:
- Demand their attention – get ahead of short attention spans
- Create a connection – don’t just follow a script and make sure to keep your camera on
- Get their permission – you don’t want to pitch people that don’t want it
“With the content, you need to realize that less is really more – especially when it comes to webinars,” says Wyatt.
Your webinar content should follow these rules:
- Further the sale
- Give you the chance to show proof
- Keep people engaged
- Give a clear perceived value
The key to any great webinar is to teach and sell, not teach then sell. Great webinars content teaches and sells at the same time – not teach and then transition to selling. And the key to making that work is to teach them what to want.
“If you’re selling webinars, for example, you would teach people why they want to be running webinars, and why they work so well. And that would get people excited and wanting to run webinars. So you’re not necessarily getting into the details. In that case, you’re just teaching the audience what to want. It’s still important from a high level because that’s what gets people to take the next step and move forward with webinars,” says Wyatt.
Although your content should simultaneously teach and sell, there’s going to be a moment of shift where you transition into an official offer. It doesn’t have to have a pushy sales vibe – and it shouldn’t – but that transition does happen eventually.
Here’s how Wyatt smooths that transition:
“I usually start with just a quick recap recap of the content – what people learned, what they’re walking away with. And then usually ask a quick set of questions to get the audience in kind of the right state. It helps them kind of realize the value of what they just learned as well.”
“And then you’re going to go ahead and close the open loop at the beginning that you created, letting them know that you’re going to have an offer or place where they can go to learn more after,” shares Wyatt.
4. The Offer
The offer has what Wyatt calls, “the 3 Easys” when sharing an offer through a webinar.
An offer should be:
- Easy to understand
- Easy to use
- Easy to buy
If you check off these boxes, then you won’t lose any conversions at this step.
Your offer should be revealed in 5 minutes or less. You need to reveal the price and show them where they can go to buy it.
This is also the point where you reveal any available discounts or bonuses as well as how many people are after the same offer to create scarcity and urgency, which compels people to accept your offer. But whatever you do, don’t create fake scarcity. You want to earn a long term customer, not relinquish their trust right away.
And then, you start the party.
All this means is that maybe you start to mention names of people who have already bought, or showing pictures or a demo of the product to excite them about what’s waiting for them.
“In other words, create a little FOMO,” says Wyatt.
Conclusion: Is there a downside to webinars?
The only problem with webinars – which is barely a problem – it’s just that you’re going to be doing a lot of webinars. It can feel tedious to teach something over and over again.
One of the things that can be really helpful when doing webinars is to automate part of it or all of it – something that is possible with Demio.
“Not only can you run live events, but you can also do hybrid events where you upload part of your presentation, play it, and do a Q&A live. Or you can just fully automate events where the whole webinar is pre recorded, but you’re still chatting with people and answering questions.
Automation can be a huge asset in the webinar process. From early reminders to post-webinar follow-ups, automation can help you create a scalable webinar process for your business.
To download the full recorded This Just Works digital event, go here to register with code TJWAG2020!