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A Five-Step Process for Hosting a Webinar That Generates Sales

by Greg Digneo  |  
February 9, 2012
  |  6,345 views

In this article, you'll learn...

  • How to boost your webinar attendance
  • Five effective ways to use webinars to generate leads

I first heard about webinars a few years ago as a way for marketers and sales teams to convert Web traffic and social media connections into sales leads.

I naively jumped right in to see how webinars can help build my business.

Unfortunately, the first time I hosted a webinar, or attempted to, two people showed up. Needless to say, I was less than excited.

I actually managed to get about 100 people to attend the second webinar I hosted. However, not a single person hired me at the end of the webinar.

We've all been there. At some point, we've all asked "What if I host a webinar and no one shows up?" And we've all hosted webinars that generated an underwhelming number of sales.


In the three years since I hosted my first webinar, I've worked relentlessly to improve my attendance and conversion percentage.

I've boiled the winning formula down to a five-step process:

  1. Be credible.
  2. Create an interesting topic.
  3. Create great content.
  4. Send out an offer page.
  5. Follow up with an email sequence.

Here's the breakdown.


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Greg Digneo is author of the blog SalesLeadsinThirtyDays.com, where he writes about how to use blogs, public relations, and direct marketing to generate sales leads within 30 days. Reach him via GregDigneo@gmail.com.

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Comments

  • by Michael O'Daniel Thu Feb 9, 2012 via web

    Excellent how-to. I'd be curious to know, though, how you captured your own leads in the first place so you could market the webinars. Passively -- they signed up on your website, they responded to a blog, they came in through social media -- or actively, i.e. you followed a specific process to generate leads and then targeted them through outbound marketing. Thanks.

  • by Greg Digneo Thu Feb 9, 2012 via web

    Michael,

    Usually, it's a combination of both. Of course, you can use the blog, and my email list and social media platforms, but you can also run ads in on websites like MarketingProfs or in Facebook, Google, Linkedin, etc...

    Greg

  • by Andres Heuberger Mon Feb 13, 2012 via web

    Greg -

    Good article but putting "Be credible" at the start of the process seems like putting the cart before the horse.

    From 10 years experience using webinars and audio conferences (www.FxConferences.com) to drive sales for our main translation business, I have learned that doing all the other things consistently well allows you to be credible, not the other way around.

    The other things that I would point out is the importance of focusing on production quality. I can't count the number of amateurish webinars I have attended. If you want to be credible and drive sales, you need to focus on delivering a top-notch event, including:
    * promoting only relevant content
    * a professional signup/payment process
    * email and phone support to attendees
    * professional moderation

    It's great that there are now so many options for hosting webinars at little or no cost. But converting them to sales still takes good ol' hard work.

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