As a marketer, you may already know that pre-recorded webinars are the secret to successful webinar funnels. They are uniquely positioned in the current digital environment to reach and engage audiences at scale.
It’s no wonder that webinar use has almost doubled in the past year, from 30% to 54% – on-demand webinars, in particular, are on the rise, and marketers can leverage this trend to generate more business.
But, do you know that successful webinars don’t happen by chance?
It all comes down to a repeatable formula that you can use to create engaging, value-packed webinars – every time.
And that’s exactly what this article is all about.
It outlines the simple 4-step process to show you how to create a pre-recorded webinar that sells like crazy.
So, without further ado, let’s jump right in!
Step #1: Create Your Webinar Content
For most people, creating a webinar seems too complicated. They try to think about all the different aspects of building a successful webinar, such as the technical aspect and the content, etc. – all at the same time.
However, breaking down your webinar creation process into easy-to-follow steps makes the entire process a lot less intimidating.
We’ll start with the content aspect of your webinar.
It goes without saying that you need to create engaging webinar content that delights your audience. The major thing to keep in mind when creating your webinar content is to make it super relevant to your offer.
Don’t try to address too many things at the same time, but keep it tightly linked or related to what you want to sell.
- For example: If your offer is an affiliate marketing course, your webinar can be about how to get started as an affiliate marketer.
- Another Example: If your offer has to do with selling on Poshmark, your webinar could be about how to make money online.
The importance of creating content that is closely relevant to your offer cannot be overstated and is evidenced by the example of Scott Britton, who made $11,286 from his course using a webinar.
Sam Ovens’ webinar below is another great example of webinar content that is tightly linked to the offer.
The webinar is about how to start your own consulting business from scratch, and he offers services to help you quickly build and scale your consulting business.
Webinars work particularly well for mid to high-priced products or services (usually $200 – $2,000), and after you’ve decided what you’re going to sell, it’s time to start coming up with creative webinar ideas for high-quality content.
Write Your Script
Most successful webinars follow a well-written script, even when they seem natural and unrehearsed.
Divide your webinar script into three parts:
1. The Introduction (about 10 to 15 minutes): The introduction is where you greet the audience and give them a preview of your webinar content. It’s also your chance to prove your authority and expertise in the topic of your webinar.
Here is an example from one of Neil Patel’s webinar slides:
2. The Main Content (about 45 to 60 minutes): Here, you share your content. Make sure you give your audience information that can work on its own to add value to their lives.
3. The Close (about 15 to 30 minutes): At the end of your webinar, you can tell attendees about an easier way to achieve their desired result (and that is your offer, of course).
Here are some tips to help you craft engaging webinar content around your offer:
- Research Your Audience: One of the most common mistakes marketers make when planning a webinar is that they ignore their audience’s demographic. To ensure high levels of engagement, first, take the time to determine who your target audience is and then tailor the topic and webinar content to that group.
- Provide Real Value: It’s 2021. Don’t BS your audience. Instead, provide real value and share your best content that is unique and has the ‘wow’ effect. Share case studies, examples, your own learnings, and anything else your audience will find helpful.
- Involve Your Sales and Customer Service Teams: They can be of great help in helping you come up with ideas for your webinar content. Those people are the ones who deal with customers daily in every stage of the sales process, which means they know the questions customers are asking. This information can be of great use to you.
- Mine Your Blog and Social Media Profiles: These are great places to find questions and comments you keep getting. Any recurring ones you find would make great topics for webinars that your audience would find engaging.
- Go Multimedia: Although static imagery and PowerPoint slides still work, video works even better because people engage more with video. You can use video, images, and text to help you create content that will keep your audience interested.
- Craft a Catchy Title: You need to write a catchy title for your webinar so you can attract the attention of your target audience. Make sure the title is interesting and informative. Your title also needs to be unique. “Me-too” titles just won’t cut it if you want to succeed. Most webinars fail because they are basically 1:1 copies of their competitors (including the title).
Use these tips to help you create webinar content that is relevant and resonates with your audience.
By implementing each of them during your content creation process, you will be able to create a killer script that will keep your audience engaged throughout your webinar and compel them to take the desired action.
And now we’ve come to the fun part: actually delivering the webinar.
For some, this may be the scariest part of how to create a pre-recorded webinar, but it’s actually the easiest step.
All you have to do is print out the script you created and read it while recording yourself.
If you need to add a few things here and there, go ahead and do so. But, for the most part, you will be reading the script.
It’s that easy.
To prepare yourself, you can rehearse by reading your script out loud in front of the mirror or in front of family or friends. This will help you become more prepared so that when you do your actual recording, you will be a lot more confident.
Step #2: Design Your Webinar Pages
The second step in learning how to create a pre-recorded webinar that generates tons of sales is creating your webinar pages.
If you run your webinar on WordPress, you can use a plug-in like Thrive Architect to easily build your pages.
If you’re not using WordPress, you can opt for software like the ones listed below to help you design and build stunning webinar pages:
- WebinarNinja 5.0
Check out this post on my blog to discover more webinar software platforms that you can choose from.
EasyWebinar, in particular, is a popular software for beginners because it keeps things very simple. It’s designed to provide you with everything you need to create a successful webinar, including:
- Building your pages
- Streaming your webinar
- Sending emails to registrants
- Displaying important data
- …and much more!
There are two main pages you need to create for your webinar: the registration page, and the confirmation page.
Also called the landing or opt-in page, this page is where attendees will enter their names and email addresses so they can receive the webinar access details.
The registration page must be integrated with your email service provider, and it must include information pertaining to the date and time of the webinar, as well as what attendees will learn in the webinar, as in the example below:
The registration page also gives you the opportunity to showcase the benefits of attending your webinar.
You must also include a quick overview of the topics you will cover, as well as any type of social proof you have, such as testimonials, social media shares, earned media, etc.
Note: The example above doesn’t display social proof, but it does showcase the presenter, who is an authority in his field of managing stress and anxiety.
The whole point of the webinar registration page is to help encourage people to register for the webinar.
After someone registers for the webinar, they will be redirected to a confirmation page (aka the Thank-You Page) which provides them with the details for attending the webinar, as in Marketo’s example below:
But, you can also use the confirmation page in a couple of other ways.
1. Build Anticipation
You can use the confirmation page to build anticipation and make it more likely that your attendees will participate by reminding them of your webinar’s benefits.
If possible, include a video where you talk with excitement, giving your audience a preview of something interesting from your presentation, as in this example by Russell Brunson, who has had massive success with webinars:
2. Sell a Product
The second way to maximize the use of your confirmation page is by selling a product or service related to your webinar, as in the example below from Russell Brunson’s webinar on traffic generation.
Once you’ve registered for the webinar, you’re presented with a confirmation page that includes a video with an offer for a “free” book where you only pay for shipping.
“Free plus shipping” is an effective business model because, well, who doesn’t like free stuff?
Of course, there are other pages related to your product or service that aren’t covered here, such as the sales page.
You likely already have these set up for the product or service you’re currently selling (or you have the knowledge for setting up the appropriate sales pages). And that’s why we only covered the two webinar pages above.
Your webinar will also have an event page as well as a replay page (optional), but these are usually created automatically by the webinar system.
Step #3: Craft Your Webinar Email Copy
When you’re done creating your pages, it’s time to set up the emails you are going to send to your webinar registrants.
Email is the main promotional tactic you will use for your webinar. It will allow you to keep your webinar registrants up to date with updates and send reminders before the webinar starts.
You can use an email service provider, such as:
- Active Campaign
Of course, there are dozens of other email marketing software at your disposal, but these are three of the most popular choices, particularly for those that don’t want to spend tons of time learning new technology.
Each of the email platforms above is cost-effective, easy to use, and offers sophisticated workflows that rival some of the more expensive systems available on the market right now.
You need to create pre-webinar and post-webinar email sequences.
Let’s take a look at each of these in more detail:
Pre-webinar Email Sequence
These emails are designed to help you boost your webinar attendance rate and maximize the number of attendees who show up for your webinar.
To achieve this goal, you need to send a few emails before the actual webinar so you can remind registrants about it, build anticipation, and increase their desire to attend.
Although there aren’t any strict rules as to the number or frequency of the emails you send, here’s an example of how you might send your pre-webinar emails:
- Email #1: Send the first email immediately after the registration
- Email #2: Send the second email a day or two before the webinar
- Email #3: Send the third email 24 hours before the start of your webinar
- Email #4: Send the fourth email six hours before the webinar
- Email #5: Send the fifth email when there are two hours left
- Email #6: Send the final email 20 minutes before the webinar begins
The first three emails should be focused on the main benefits of taking part in your webinar.
Highlight them as much as possible by talking about them, going deep, sharing stories, showing case studies, and anything else you can think of that is aligned with your business and the image you’re trying to convey.
In short, get the registrants to think about the ways your webinar might improve their lives.
Use the last three emails as reminders to let your audience know the webinar will be starting soon. You can still casually mention the webinar benefits to attendees in these emails.
Post-Webinar Email Sequence
Marketing after the webinar is just as important as your pre-webinar marketing. You still have a good chance of converting your webinar attendees even after the webinar is over.
Your post-webinar emails should be focused on selling the offer from your webinar but should be targeted to three different segments:
1. The people who didn’t show up for your webinar after they signed up
Send these people an email with a link to watch your replay video. You can also encourage conversions by sending them a time-limited discount or using a countdown timer, as in the example below:
2. Those attendees who left the webinar early and didn’t get to see your offer
To these people, send a couple of emails encouraging them to watch the replay of your webinar to the end. You can also send one or two sales emails with your offer.
3. Those who did see the offer and decided not to buy.
To this segment, send between three and five emails (depending on how aggressive you want to be) reminding them of your offer. You can also include a promotional tactic, such as a countdown timer, as a convincer.
Setting up a webinar funnel in this way doesn’t have to be hard, particularly if you use one of the webinar software options mentioned above. Each of them has a way to get this easily done from within your control panel.
Here is a simplified view of the entire process:
Follow the best practices outlined above for crafting effective pre-webinar and post-webinar emails that will streamline the whole process of building anticipation, increasing desire, reminding registrants about the webinar, and priming them to take the desired action at the end of your webinar.
Step #4: Promote and Launch Your Webinar
This step focuses on promoting and delivering your webinar so you can reach and impact the widest audience possible. Both of these are crucial in the process of learning how to create a pre-recorded webinar that sells like crazy.
First, let’s look at ways to promote your webinar.
Promoting Your Webinar
Promoting your webinar is important for priming your audience and getting them excited about your offer. The right promotional tactics can help impact your close rate, as in the case of Jeff Molander of MakeSocialMediaSell, who experienced a 29% close rate from a single webinar.
Here are some of the most effective methods for promoting your webinar:
If you have an email list, you will want to promote your webinar there first. Unbounce reports that 70% of its webinar signups come from email. Send a couple of emails to your subscribers letting them know about your webinar.
If you don’t have a list you can promote to, there are other tactics you can try, such as contacting other bloggers and influencers in your niche and proposing a collaboration.
Ask them to promote your webinar to their audience in return for getting a commission for every sale generated from the webinar.
Check out this post to discover various other outreach strategies you can use to propose collaboration with bloggers, influencers, and other experts or authorities in your niche.
Another super-effective way to promote your webinar and increase attendance is to use social media. You can use free or paid strategies to reach a massive, targeted audience anywhere in the world.
Here are some effective tactics for promoting your webinar on social media:
Use Eye-Catching Visuals in Your Promotion: You need attractive visuals for your social media promotion. This can be anything from teaser videos to original graphics, etc. These types of visuals will work a lot better than simply sharing a link or a text post about your webinar, like this example from Clickmeeting:
Add a Clear CTA: It isn’t simply enough to tell people about your webinar. You also need to add a clear and compelling call to action (“Register Today”, “Book Now”, “Reserve Your Spot”, etc), so they know exactly what to do after viewing your content, as in the example below:
Optimize Your Registration Page for Sharing: Add easy social sharing buttons to your landing page to encourage your audience to share your webinar. This is a great promotional tactic that allows you to diversify attendance.
This can be an extremely effective way of promoting your webinar as it allows you to target the most relevant people for your webinar.
But only use this method if you’re experienced in using paid advertising.
If you don’t know what you’re doing, this can turn out to be an expensive endeavor, and you can lose a lot of money. But, for anyone who has already run a few successful webinars – and has the necessary experience in paid advertising – this can be a great way to scale your reach.
Launching Your Webinar
Once you’re ready to launch your webinar, you can send emails to your list to encourage them to attend. Your work now is to ensure that everything runs smoothly.
You can also comment during the webinar to increase audience engagement.
Top Software Options for Recording Automated Webinars
Here are three popular software platforms for creating webinars that sell.
This webinar system has everything you need to build a successful webinar, from registration to replay. There are no downloads necessary, and you can sign up for a free trial before committing to the paid version.
This software comes with a wide range of marketing automation tools that will help you with everything from lead generation and customer acquisition to interactive training onboarding and more. You can sign up for a free trial to take the software for a test drive.
Everwebinar exploits two of the most powerful digital marketing trends in online business today: event-based marketing and marketing automation. It has superior analytics to most other webinar tools and is ideal for marketers of all skill levels, from beginners to advanced users. You can sign up for a 14-day free trial to try out the software.
5 Tips to Create Interaction on Your Automated Webinar
Although automated webinars come with a lot of advantages, one of their major disadvantages is that they don’t allow for the same level of interaction and emotional resonance between you and your audience.
However, there are some things you can do to boost interaction on automated webinars so that you can get higher conversions and ultimately make more sales.
Here are 5 tips you can use to increase interaction:
- Creating polls: People love to offer their opinion to gain insight into where they fall within a group, which is why polls are such an effective means of creating interaction on automated webinars.
- Answering Questions: Frequently asked questions are great for building interaction when built into your pre-recorded webinar, and you can provide the answers in real-time so viewers can see the interaction.
- Links to Resources: Providing quick links to other resources is yet another effective way to get more interaction as people always want more resources that will help them achieve their goals quicker and easier.
- Quick Help: You can keep the energy up during your event by spontaneously appearing to give a link to results or answer a question from one of the attendees.
- Timed CTA Events: You can offer timed CTA events in the form of questions, downloads, or buy-now buttons. For instance, you can show a question under the video, such as: “Welcome to the webinar. Have you ever used webinars to promote your business? Comment if yes or no below!“
And there you have it. Four simple steps on how to create a pre-recorded webinar:
- Create your webinar content
- Design your webinar pages
- Craft your webinar emails
- Promote and deliver your webinar
All you have to do now is put everything you learned here into action.
Although the steps are simple, doing the work isn’t easy. If it was, everyone would do it. But, only the dedicated get to reap the benefits of hosting successful webinars.
If that’s you, then use this article as your resource to help you get started right away by creating a webinar that sells like crazy.
Over to you. Do you have your own tips and ideas to add to this article? Share your thoughts in the comments below!