Even now (amidst all of the debate about their effectiveness), webinars continue to provide huge benefits for the smart marketers who host them. An influx of new leads, an opportunity for increased audience engagement and education, and (when used as a selling opportunity) the most effective sales channel currently possible. But if that's true, why are so many businesses ignoring sales webinars in their marketing efforts? It's because sales webinars are equal parts art and science. And there are a few steps you can take to ensure that your webinars are built to convert. That's what this presentation is about. We'll be sharing the exact process Leadpages has used in hosting over 700 live sales webinars in the last 3 years, which have generated multiple 7 figures in revenue (and brought in over 15,000 new customers). Discover: How to structure your sales webinars to lead your prospects (naturally) toward buying, without them feeling pressured The biggest mistakes webinar presenters make when trying to ask for the sale Our favorite way to set up your offer at the very beginning of the webinar How to use the Q&A session at the end of the webinar to ease prospects off the fence (while still providing value to everyone else)

1. How To Turn Webinars
Into Your Most Effective
Sales Channel
TIM PAIGE - SENIOR CONVERSION EDUCATOR AT LEADPAGES

2. @Kissmetrics
#KissWebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Tim is a husband and father (with a 3 year old boy and
another boy due in December, yay!). He’s the Sr.
Conversion Educator at Leadpages, and has hosted over
750 live webinars in the last 3 years. When he’s not
husbanding, fathering, or webinaring, he can be found in
his recording booth, recording voiceovers for the biggest
shows on television.
TIM PAIGE
Sr. Conversion Educator, Leadpages
@TimThePaige

4. @Leadpages
#KissWebinar
@TimThePaige

5. 1 Why Webinars Are Relevant
2 How To Fill Your Webinars
3 How To Host A Fantastic Webinar
TABLE OF CONTENTS
4 My Personal Favorite Webinar Structure
4 The Biggest Mistake I See People Make

6. WATCH WEBINAR RECORDING NOW

7. Just A Preface:
We’re going to be
focusing on webinars as
a sales tool. You can use
webinars for many
purposes, but this is
specifically about using
them to sell.

8. Why Webinars?
AND AREN’T THEY “DEAD?”

9. The people who say
webinars are dead just
haven’t learned how to
use them effectively.

10. WEBINARS ARE NOT DEAD
• Webinars are a powerful bridge between free content consumer and
buyer
• Your content starts the relationship-building process and warms up
your prospects for you
• Your webinar cements that relationship and then naturally provides
an opportunity for them to buy your product(s)

11. Average sales conversion
rate on our webinars
SOME LEADPAGES WEBINAR STATS
34%

12. Total number of leads
generated from webinar
registrations in 2016
alone
SOME LEADPAGES WEBINAR STATS
32,072

13. Average sales conversion
rate when someone
listens to our podcast,
then registers for a
webinar
PODCAST LISTENERS -> WEBINAR STATS
66%

14. Average sale increase of
podcast listeners who
register for a webinar
PODCAST LISTENERS -> WEBINAR STATS
+$68

15. How To Fill Your Webinars

16. 1 Be Congruent With Your Content
HOW TO FILL YOUR WEBINARS

17. One of the best ways to
have success promoting
a webinar is to ensure
your webinar topic is
congruent with your
content marketing

18. Example:
A Health Coach
promoting a webinar
about super foods will
most likely get poor
results promoting it on a
blog post about yoga.

19. 1 Be Congruent With Your Content
2 Have A Clear Call-To-Action
HOW TO FILL YOUR WEBINARS

20. 1 Why Webinars Are Relevant
2 Have A Clear Call-To-Action
FIRST… A FEW KEYS

21. HAVE A CLEAR CALL-TO-ACTION
• Regardless of where you’re promoting the webinar, the call-to-action
(and whether it feels like a smart next step) will likely determine your
registration results.
• Consider where you’re promoting the webinar and how you can
provide an awesome experience that feels natural.

22. A CLEAR CTA IN A PODCAST EPISODE
“That’s such a great point, John. List building really is one of the biggest keys to success
in online business. That’s exactly why we’re hosting a live webinar this Thursday at 3 PM
Eastern which shares the 3 things we do that grow our list faster than anything else.
People can register by texting leadpageslive to 33444, or going to
leadpageswebinar.com. It’s a great way to get your questions answered and get an
opportunity to hang out with me and quickly grow your email list.”

23. A CLEAR CTA IN A BLOG POST
A blog post’s CTA can be very similar to a podcast’s, but you have the
opportunity to be a little bit louder within the post. Here’s an example of
a CTA that’s for a download (but could be used for a webinar in a very
similar manner):

24. 1 Be Congruent With Your Content
2 Have A Clear Call-To-Action
HOW TO FILL YOUR WEBINARS
3 Use Your Other Assets

25. USE YOUR OTHER ASSETS
• In Your Sidebar
• In Your Blog Posts
• In Your Email Signature
• On Your Thank You Page
• In Your Welcome Email

26. USE YOUR OTHER ASSETS
• In Your Sidebar
• In Your Blog Posts
• In Your Email Signature
• On Your Thank You Page
• In Your Welcome Email

27. IN YOUR WELCOME EMAIL

28. How To Host A Fantastic Webinar

29. Address Your Audience At The Start

30. Be Transparent

31. Interact

32. Make Your Offer Crystal Clear

33. Provide So Much Value That You
Could Sell The Webinar Itself

34. Follow Up

35. FOLLOW UP
Wow,
Thank you so much to everyone who attended yesterday’s webinar called “xxxxxxxxx”. People were going absolutely
crazy in the chat. Comments like:
—Insert positive comment
—Insert positive comment
—Insert positive comment
Did you get a chance to take us up on our special bonus offer? If so — congratulations! You’ll be so glad you did. Shoot
us an email and let us know what you think once you’ve implemented.
If not, I’ve got great news. Because of the absolute success of the webinar, we’re offering a limited time replay that you
can watch right now. Click Here to watch it. But don’t delay — it won’t be available for long… neither will the bonuses.
Can’t wait to hear what you thought!
-Your Name
P.S. Don’t forget to watch the limited time replay. Here’s the link: www.yourwebinarlink.com

36. My Personal Favorite Webinar
Structure

37. INTRO
• Welcome Attendees (3-10 minutes prior to start) & front talk
• Set expectations
• Tease your offer (more on this in a second)
• Brief “about me”

38. CONTENT STRUCTURE
• Content Piece 1 -> Tease
• Content Piece 2 -> Tease
• Content Piece 3 -> Tease
• Transition to Pitch (“I Promised…”)

39. THE PITCH/OFFER
• Brief product pitch
• Bonuses (more on this in a second)
• Price anchor (if necessary… but we don’t do this)
• Q&A (more on this in a second)

40. TEASE YOUR OFFER
“Anyone who says they can tell you everything you need to know to __________ in just
60 minutes is full of crap. I’m going to give you the foundation in this training so you can
start making as much progress as possible on your own. I promise you, though, that at
the end of the webinar, I’ll let you know how you can get access to my brand new
________, plus give you some awesome bonuses for taking action quickly.”

41. BONUSES
• Tons and tons of bonuses are unnecessary
• The main purpose of bonuses is to create a sense of urgency and get
potential buyers off the fence
• THE BONUSES AREN’T THERE TO SELL YOUR PRODUCT

42. 2 OPTIONS FOR BONUSES
• Buy before the webinar is closed
• Two bonuses if you buy before X date at X time, plus one amazing
additional bonus if you buy before the webinar is done

43. Q&A
• Answer as many questions as possible but be very strategic about
which you answer when
• We’re not being shady about the way we answer questions, and
we’re offering as much value as possible — but the key is to get
people who were teetering on the fence to jump and buy as soon as
possible (before they sign off)

44. Q&A STRUCTURE
• Start with 3-4 buying questions — most common objections, why
yours is the best choice, if it’s right for ___ person, guarantee details
• Then answer 2-3 content-based questions specific to what you talked
about in the webinar (leave the pitch out of these few questions)
• Then back to buying questions. Use these buying questions as an
opportunity to reiterate the bonus offer, and add any additional details
relevant to your product

45. FOR INFO BUSINESSES
• Lots of info-business folks give all of the details about what’s in their
program right in the beginning of the pitch.
• That precludes you from being able to give an effective pitch because
you’re too mired in details.
• Give a brief overview (very brief) of what the course is and what
they’ll get out of it in the beginning of your pitch section, and then use
the Q&A as an opportunity to go into more detail

46. The Biggest Mistake I See
People Make

47. The Biggest Mistake I See
People Make is Taking Too Long
To Get To The Content

48. DON’T TAKE TOO LONG TO GET TO THE CONTENT
• These people are on your webinar looking to get a result
• If you spend too much time introducing yourself, setting up your
webinar, telling your story, defining the problem, and pitching the
product, people will tune out and sign off
• Those things are important — but get to the content as quickly as
possible
• Your first piece of content should be something that’s easy to
understand and simple to take action on (like our Resource Guide
Landing Page)

49. LEARN MORE
Start optimizing your marketing today with a
free trial of Kissmetrics

50. TIM PAIGE
Senior Conversion Educator, Leadpages
@TimThePaige
tim@ave81.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?

51. REQUEST A DEMO
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