How to Create an Automated Webinar to Attract High-Paying Coaching Clients, Part 4: Attracting Viewers

By: Stephanie Monday August 1, 2016 comments Tags: Webinar, Client attraction, Lead attraction, Blogging, Email marketing

Over the last few weeks, you've learned how to create the script for your webinar, tell your story in the webinar, and turn your script into an audio and video.

But even the best webinar won't grow your business if nobody watches it, so today, I'm going to give you 5 ways to get people to watch your webinar.

Method #1: Promoting your webinar on social media

Sites like Facebook, Twitter and LinkedIn can be good sources of leads for your webinar, if you know how to use them.

Here are a few guidelines for promoting your webinar on social media:

1. Invite them to get a specific benefit.

For example, you could say, "Do you want to attract more clients, and make an extra $7,000 this month?" This tells them exactly how they'll benefit from attending your webinar, and the specific dollar amount makes the benefit more tangible and compelling.

Don't talk about the process you'll take them through; just specifically state the benefit you give, or the problem you'll help them solve.

A good guideline to keep in mind is, "Is the thing I'm talking about what they actually want, or is it just a means to an end?"

For example, clearing out negative subconscious patterns is a good thing, but if people could get the peace, happiness and confidence they desire without the pattern clearing, then they'd do that - so obviously clearing their subconscious patterns isn't the selling point.

2. Include a Call to Action.

Tell your reader what you want them to do, whether it's signing up for the webinar, opting in to get a gift that leads to the webinar, or reading a blog post that will whet their appetite for the webinar.

3. Use a relevant image.

The image should remind them of the pain they're experiencing, or invoke the positive emotions they'll feel when they get the benefit or relief you offer. They should also be related to the topic on which you're teaching.

Experiment with a few different images, and don't keep using the same image for each post.

Also try putting text on the images. People often look at images more than they do at text, so having some information on the image itself improves the odds that that information will be seen.

4. Use instant gratification to your advantage.

Social media is the most effective when the viewer can immediately consume, appreciate, and share the content.

If you advertise the webinar directly, then people won't know if it's good enough to share with their friends until the webinar is already over.

But if you use your social media posting and advertising to direct them to a blog post, video or opt-in gift that they can use right away, they'll be able to consume your content and share it with their friends while the post is still near the top of their feed.

5. Use hashtags to increase your visibility.

Hashtags are to social media what keywords are to search engines. If a post includes the hashtag term #businesstip, then anytime someone looks up "#businesstip" in the site's search tool, that post will appear in the results.

By using hashtags that are relevant to your topic, you make yourself visible to everyone who's looking for the specific type of information that you share.

Method #2: Promoting your webinar with blog posts

Blog posts go hand in hand with social media posts, as the blog provides instant gratification for the people who click through, as well as a chance to whet the readers' appetites and show your credibility by giving them valuable information.

Here are some guidelines for using blog posts to promote webinars:

1. Start with an introduction.

Tell the readers what they're about to learn, and how they will benefit from learning it.

2. Give specific, actionable solutions for a top-of-mind problem that's related to the webinar's content.

For example, if your webinar teaches men how to become more attractive to women, the article could teach them how to approach a woman and get her phone number.

Getting her phone number is only one step in the process, but it's a step a lot of people think about and want to master.

3. Tell them what they're missing, and give a Call to Action.

After you've solved one of their problems, or helped them to take one step in the process, list the steps they still need to take or the problems they may still have.

Tell them you'll address those problems or steps in the webinar, then tell them exactly how to sign up.

4. Share the blog post everywhere you can.

Once you've created the blog post, share it on your social media channels, and in any relevant groups that you're a part of.

When you're sharing the blog post on social media, be sure to use relevant hashtags to make your posts easier to find for the people who are looking for information like yours.

Method #3: Promoting your webinar via email

If you have a list of subscribers, you can invite them to the webinar via email, either by sending them straight to the signup page, or by linking them to blog posts or videos that promote the webinar, or both.

Here are some guidelines for inviting your subscribers to your webinar:

1. Send multiple invitations, but don't spam your subscribers.

Some of my most successful clients send two or three invitations to the webinar, then they send two or three invitations to a post-webinar replay to those who didn't attend.

These invitations are spread out over several days - you don't want to bombard people with three or four emails a day.

Once they've signed up, send them reminders the morning of the webinar, one hour before the webinar, and just as the webinar is starting.

2. Let them unsubscribe from the campaign if they wish.

I recommend having a link directly above your standard unsubscribe link, which will allow them to unsubscribe ONLY from the webinar, and not from your newsletter as a whole.

That way, if someone gets a lot of emails and they aren't interested in that particular webinar, they can stop being bothered by emails that aren't relevant to them, without having to lose their subscription - and without you having to lose them.

3. Include the right ingredients in your invitations.

While the content of your invitations should be varied enough to keep your readers' interest, they should each include:

1. An element of social proof, indicating that what you teach in the webinar works.
2. The benefit you offer, the problem you solve, or both
3. Something to invoke curiosity.
4. Something to invoke urgency, and to indicate that they have to act fast.

As with the social posts, be sure to discuss your offering in specific, problem-and-benefit-oriented terms. Your language should focus on the destination your readers desire, not the journey they'll take to get there.

Also be sure to avoid jargon or inside terms that only you understand. Even if a line sounds clever or ties in nicely with your company's branding, if it isn't self-explanatory, remove or replace it.

4. Vary your links.

​Include 2-4 links in the email, and give them different reasons for clicking each link.

For example, the invitation to click the first link could be curiosity-oriented, the invitation to click the second link could be benefit-oriented, and the third invitation could be scarcity-oriented.

Method #4: Promoting your webinar via guest blog posts

Guest blog posts are similar to the articles you write for your own site, except that you post them on other people's sites.

This method is best used to promote evergreen webinars that you plan to have running for a long time, or to draw traffic to your website as a whole.

I give step-by-step instructions for getting featured on other people's websites in one of my own guest blog posts, so if you want to use that method to promote your webinar, click here to check out the article. (The link opens in a new tab, so you won't lose your place.)

Method #5: Promoting your webinar with affiliate marketing

Affiliate marketing means getting other people to share your webinar or product with their community.

Here are some guidelines for getting people to promote you:

1. Choose someone whose product complements, but doesn't compete with, your own.

You want them to have the same target audience as you, but you don't want to both be selling the solution to the same problem.

For example, if you specialize in helping people to improve their health through their mindset, you could approach people who specialize in weight loss, exercise, or healthy eating.

2. Put the relationship first, and offer service.

Start by building rapport, getting to know the person you want to promote you, and offering them some kind of value, like the chance to have their product or content promoted to your community.

3. Offer a commission.

How big a commission you offer will depend on how much of your personal time you put into delivering your product, what your product costs you to create or deliver, the price of your product, whether you're paying the affiliate per purchase or per click, and how much profit the affiliate would need to reasonably expect to make it worth their while.

A full exploration of what to pay in commissions is beyond the scope of this blog post, but I recommend doing your research based on the factors I listed above, to see what makes sense for you and your affiliates.

4. Be clear on the value you offer their community.

Affiliate relationships aren't just about the commission. You also have to demonstrate that you can give good value to their community, and that their subscribers and followers will be glad that the affiliate directed them to you.

So before approaching your affiliates, be very clear on what specific problems you solve, what benefits you offer, and how you stand out in your field and offer something uniquely valuable.

5. Make it easy for them by creating swipe copy.

Don't make your affiliates write their promotional materials from scratch. That's extra work for them, and an additional barrier to them wanting to work with you.

It also creates the risk of them not knowing what to write in their emails and social posts, so even if they did agree to write their own materials, they might not be able to clearly communicate what your webinar is about.

So when you ask people to promote your materials, be sure to offer them pre-written emails and social posts, also known as "swipe copy", that they can take, tweak and send to their community.

Do you want help to plan your launch and get your materials written?

​I'd love to help you out. Just send me an email at [email protected], and I'll get in touch so we can discuss your goals and see if we're a good fit.

About the Author: Stephanie

Stephanie is a writer and coaching program design specialist. She helps coaches to design lucrative and life-changing group programs, so they can help more people, make more money, and have more time freedom.