Creating a converting webinar truly is an artform.

Rarely will you create a “perfect” webinar on the first try – they often take several iterations to get right.

I’ve done about 15 webinars myself, and each time I always find things to improve whether it be in my slides, my pitch, my content, etc.

I’ve been behind the scenes of tons of webinar funnels, and I’m tuned to the most common mistakes people tend to make with them that turns their audience away rather than hooking and reeling them in.

If you’re struggling to get your webinar to convert, worry not my friend.

In this episode, I’m sharing two actions you can take to instantly improve your webinar conversion rate!

I promise it doesn’t involve completely scrapping your webinar and starting over from scratch. It’s more about shifting who and what you’re focusing on during it.

Remember that webinars take time, friend. It’s okay if you haven’t gotten it “perfect” yet, and there will always be something you could improve on!

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Emily Hirsh:

Hello everybody. Welcome back to the podcast. I’m super excited for today’s episode, and I have to give a huge shout out to my friend and now full-time sales director who provides webinar audits for our clients and myself, Aandra Bohlen. She still does webinar audits also outside of Hirsh Marketing, so if you have a webinar and you feel like you want to get it audited to look at the content, the pitch, any of it, she is the best of the best. She’s improved my conversions by so much and given me so much insight. She recently did a training, actually, internally for our team because we have a lot of clients with webinar funnels, and I wanted our team to just have a deeper understanding, to be able to point out issues for clients, in ways that they could improve their webinars.

Honestly, I see all the time people can get the leads, and they can even get the people to the webinars, and then the drop-off is actually the webinar itself. It’s such a critical part of the funnel. It’s such a hard thing to get perfect, and there’s always room for improvement. Every slide, every piece of it can be very intentional, should be very intentional, and it’s really like an art. So getting it right takes some time, and it takes some practice, and it takes really running through it. I know every single time I do a webinar, I feel like I get better than the last one and I’ve done probably 15 webinars. So they’re really fun, they’re like a game to me. I think they’re so much fun. 

In today’s podcast, I want to talk about two ways you can instantly improve your webinar conversion. I recently recorded an entire module in our new Ignite Academy program. We just were rolling out and updating everything in it, and there’s a whole module on webinars, on webinars presentations, on diagnosing a webinar on the pitch of a webinar or sample slides. So super excited about that. So I pulled out just a micro amount of that content for you guys, because these are two big things that almost everybody does wrong that you can fix. I’m shouting Aandra out because this is inspired from her training that she did for our team, and I always want to give credit where credit is due. So make sure you check her out if you haven’t yet for your webinars.

The two things that you can do to instantly improve your webinar conversion, number one, making the webinar about your audience and not you. Now, this sounds obvious, but you would be so surprised how many times people do this and how many webinars I’ve seen where people are doing this. Where throughout the presentation, not just the pitch, the beginning, the middle, and the end has way too much in it about themselves. You have to remember, to put it bluntly, the audience does not care at all about you. The reason they are on that webinar is because they believe if they got as far as getting to that webinar and being on there live, they believe you can help them in some way. They believe your content you’re about to share on that webinar is going to solve their problem. 

So the fact if you’re getting people on your webinar, that’s great. That means your landing page, that means your ads, that means your messaging before the webinar is working and is convincing people, and showing them and giving them enough proof and evidence that you can help them just by coming to that webinar. They are not coming to that webinar because they think you’re cool, because they want to hang out with you, because they have a free hour of time with nothing to do, because they want to hear about you. They don’t. okay?

So to put it really bluntly, that is the way you need to think about it. So every single piece of your webinar needs to be about your audience, even when you’re talking about yourself. I have seen webinars where people spend like 15 minutes talking about themselves, talking about their credentials, and all the time they’ve put into their career, and how awesome they are. If you’ve done this, don’t be like, “oh my gosh that’s me”. It’s okay. A lot of people do it, but I think that the reason people do that is because they think they need to say all of those things in order for somebody else to feel like they can listen to them or will listen to them. And the problem is that, yes, you need to have credibility. Yes, you need to have your audience understand and know why they should continue to listen to you. That needs to happen in the very beginning of the webinar, but it doesn’t come in the form of my name is so-and-so, I have a PhD, I have eight certifications, I’ve done this, I’ve done this, I’ve done this. They don’t care about that. You need to spin the content, even when you’re talking about yourself, to make it relevant to the audience and why should they care. 

So an example is, first of all, I personally don’t think you should spend a lot of time on yourself on a webinar. I just talked to somebody who somebody else told them to spend “as long as they need” on the hero’s journey in their webinar, basically about them and their journey. I totally disagreed with that. I guess there’s more than one school of thought, because why does the audience care? That’s what I ask myself on every single slide, and when I create a webinar, I was like, why does the audience care about this? Is it clear enough that it’s about them? 

So, for example, when I talk about myself, which I do at the beginning of my webinar. I spin it and I make sure to talk about the amount of revenue that we’ve generated using Facebook and Instagram ads and ads spend we’ve managed. Then I even say on the webinar and the reason why that matters for all of you listening is because that means I have a hell of a lot of data. I know what’s working on Facebook and Instagram ads better than most people, because I have seen what’s working to the tune of $106 million of revenue. So I’m giving myself credibility. I’m talking about myself and my accomplishments, but I’m not positioning it as like we’ve done all these cool things, and I just want to tell you about me. It’s fine to talk about yourself and you should talk about yourself, but you need to do it in a way that the audience is going to relate and either say, “oh I trust her more because of that, or I need to pay attention because she knows what she’s talking about and I need to learn this,” whatever that is. So even when you talk about yourself, make sure you’re spinning it and you’re answering the question of why should I care?” for your audience. Why should I care? 

Then you get into your content, same thing. It should be about your audience. Sometimes people get into their content and they’re like, I made this one mistake and it costs me this money, so you should be doing this instead. The audience doesn’t care about that. They care about what are they doing wrong? What do they need to pay attention to? What are they missing? What is the core thing they need? All of your content needs to be about them. Then same thing, especially when you get to the pitch. People make it all about, “I spent so many hours creating this product or putting in my time to create this coaching program. I have done this, this, and this, and that’s why you should buy this thing.” They don’t care about that, right? So when you talk about the offer, especially, you need to make it all about the audience, the results they’re going to get from it, the problems it’s going to solve for them, and all about them. Make it from every single slide. Run it through that filter of is this about my audience? Or is it about my product? Just listing out the features or telling them why you made this product, they don’t care, okay?

So I like to kind of run it through that filter, every slide, everything I say, and I make sure it’s a hundred percent about my audience, it’s serving my audience, it’s providing them value. To be honest with you, my one requirement for a webinar for myself is that if someone comes to that webinar, they’re going to learn something about themselves, or about their business, or about their marketing. They’re going to walk away with things to go and implement. Even if they don’t sign up to work with us, even if they don’t fill out an application, I want to make sure that I provide them value, and that I give them something to go implement, and something that they will not forget that they learned on that training. Because if I can do that, and even if they don’t apply in or buy that day, I’ve left that imprint in their mind.

If you have someone come to one of your webinars and they’re like, “this was super boring,” or, “this was all about them, and I didn’t get anything from this,” what do you think the chances are that they’re going to ever come back to one of your trainings, or read your emails, or consume your content? You’ve lost that micro trust with them. They don’t see value in that, and you will lose them as a follower, which is a really big deal. So make it about your audience. 

The second thing that you can do to instantly improve your webinar conversions is to make it about results versus features. So this is really relevant to your pitch, and again, credit to Aandra for really honing in on this well. This is something I’ve focused on a lot in my own webinar is when you get to your pitch, so, so many people make the mistake of just listing out what you get in the offer. They’re like, “you get these modules, and you get these workbooks, and you get this training, and this live support.” That doesn’t matter, right? I don’t care if I’m going to buy something, or if I’m going to consider signing up for an offer. I don’t care if it’s a hundred hours of training, or five hours of training, or 10 modules, or 20 modules, or 30. I only care about what is the result I’m going to get from buying this, from signing up from this offer?

So don’t make it about the features and the actual tactical components. Yes, you can state those, but you need to spin it and talk about the results. What is the outcome? What are the results that you’re going to get me? What problem are you going to solve for me with your offer? So if you go look through your pitch and you look through everything you say, make sure at every single point, even when you’re pointing out features. I’m not saying don’t say them, you can talk about, “we have a 10 module course, and it teaches these lessons,” but you don’t need to go in crazy detail about all those lessons, because that’s the vehicle, right? People don’t care about the vehicle. They care about the result from that vehicle. They’re signing up for that result. They’re not jumping in the car because they want to go for the ride. They’re jumping in the car to go for the ride because they want to get to the destination. You need to focus on that destination and make it so that it’s so clear, they cannot misunderstand what that destination is, what that promise is, okay? 

For example, one of the things I changed in mine. So just one example, but we have a live webinar bonus that I give out often, where if you actually get your application in while you’re on the webinar, you get a bonus, a strategy audit funnel map. Basically where you fill out an intake form and our team will deliver your strategy for you and say here’s the funnel we recommend, here’s the resources you’re going to need to build it. It’s a strategy blueprint. Well, the first time I did it, I didn’t really think through this, and I said, “if you get your application in on this webinar, you’re going to get this.” I just explained what the offer is. 

What I changed going into the next one was, instead of saying, “you’re just going to get this and here’s what it is. You fill out an intake form, you get your strategy blueprint,” I highlighted the reason why you need this strategy blueprint is because you’re going to go and start working on your marketing. You’re going to have a multiple funnel options. You’re going to have all this different intel and ideas and strategies that you could run with. You’re going to feel overwhelmed. This blueprint is going to give you a personalized, customized roadmap for your business, allow you to know what strategy to pursue, what the next steps are, what resources you’re going to need and stay super focused so that you can create a profitable and effective marketing strategy. 

Isn’t that so much more effective than just saying, “hey, sign up on this webinar and you’re going to get this bonus of a strategy map,” right? Or whatever I call it, funnel, map or blueprint. It’s so much more effective to talk about why they need it, and what the result is of having it, and how it’s going to save them that overwhelm, and it’s gonna save them that confusion, and all of the strategies. That’s pain that my audience frequently feels. They want this customized plan for them handed to them. You see that difference, right? It’s really subtle. I actually didn’t change a single thing about the text on my slides. I still talk about, and I have the bonus written the same way. It’s how I say it. It’s how you position it. So your entire offer needs to be all about the results, the outcomes, and the promises if someone moves forward with signing up for that offer, and not about the features. So many people make that mistake. 

So those are the two things that you can do to instantly improve your webinar conversion. I hope you guys found this helpful. If you want way more in-depth training on this, we are unveiling our brand new Ignite Academy program and I created a whole module just on this as one of the modules. This is a huge pain point for people. Then for our agency clients, we do offer in-depth webinar audits from our team because this is so necessary to go through and hone every single piece. Really honing in on your webinar is the difference sometimes between a profitable funnel and a not profitable funnel. So many times do we see that the webinar is the breakdown in the funnel and is where it needs to be improved. 

So pay attention to those webinars. They take time too. That’s the thing you’re going to have to do probably multiple to really get it. I’m always like, even my last one we converted I think 6% of the live attendees to application, which is really good because our application also is you’re qualified when you get through, because we tell you how much it is. We bring you through the application and we’re upfront with the costs. So they’re very quality leads. We close 50% of our leads. So we converted 6% on the live webinar, and even then I still had things to go and update. I still paid attention to the chat. I still asked my team for feedback. I still went in and updated things, because every single time I can always improve it. Thanks so much guys for listening. I’ll talk to you next time.

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