Connecting with your audience and building your client base can feel overwhelming and confusing in this digital age. However, one of the most powerful and easy ways to achieve this is through a great virtual presentation or webinar. With a webinar, you can quickly build trust with your audience and reach large numbers of people all at the same time. Before you start using webinars to grow your business, though, it’s important to understand the difference between a good and bad webinar.
According to speaking coach Colin Boyd, there are some simple yet powerful things you can do on your webinars that not only improve the experience for the audience but also result in a flood of clients at the end of your presentation.
Here are three ideas he suggests to build a great webinar:
1. Amplify the visual experience.
Humans are highly visual creatures and with a virtual presentation, it’s important to use this to your advantage. Colin suggests that you “create a slide deck that avoids leaning too heavily on words, bullet points, and data. Instead, you must use slides with beautiful imagery and metaphors that amplify your points. Instead of writing most of your script on your slides, use big pictures or short bullet points to reinforce the power of your point.”
2. Infuse your selling (don’t make it a sales pitch).
If you want to use webinars to get clients, one of the most difficult parts is finding the right balance between providing content and selling your products. Colin explains, “Typically, people go wrong because they deliver too much ‘how-to content’ and then make a hard pitch at the end. This leaves a bad taste in the audience’s mouth and gets low customer conversion.”
Instead, Colin suggests you “create content that provides value and also increases the desire for the outcome of your services at the same time.” This is what he calls infusion selling. It’s about delivering content that gets you both claps and clients. One of the infusion selling techniques is what Colin calls micro decisions, which is asking the audience specific questions that are designed to increase their commitment to change their behavior.
Instead of asking the audience only at the end to “buy your program,” you would ask for smaller commitments throughout the presentation. This puts the audience in a mental state of momentum. So if you do decide to offer your program at the end, it is the logical next decision in their minds.
3. Run your virtual presentation like a live event.
Remember the incredible buzz you get from attending a live event? When the event organizer sends out exciting content to get you ready for what they have in store? That’s exactly how Colin suggests you want to think about your webinars and virtual events. You have to create a big buzz around it, so your audience turns up ready to learn and to take action. Specifically, Colin says this can involve “a series of emails or text messages that tease the great ideas they are going to learn when they finally attend the event. You’ll also want to think about the post-event experience, which, if you are selling a product, will involve a series of email or text messages directing them to the replay and any special offer you have.
Colin has found that you can typically double the number of sales you get with your follow-up email sequence, so don’t make the mistake of thinking the event is over when your presentation finishes.
There is an incredible opportunity right now to use webinars to connect with your audience and move people into your programs. Use these three ideas to generate a bigger audience and ultimately more clients into your business.