Notes on Blair Enns’ Webinar Webinar
Following are my notes a webinar about webinars by the handsome and talented Blair Enns of Win Without Pitching. Blair’s insights on many business topics are amazing and I think paying for his content is well worth it. You should check his stuff out here.
Why do webinars?
- Make a public commitment to get yourself to do something
- Deadline driven and therefore gets done
- Put at least four per year on your calendar
- Generates reusable content quickly
- Clarifies your thinking on a topic
- Validates which subjects are of most interest to your audience
What shoud I talk about?
- Talk about an expertise of yours, or
- Talk about a problem of your clients, or
- Talk to a specific prospect (without them knowing it) <- this is genius
How do I promote my webinar?
- LinkedIn ads (better targeting than Facebook and Google for this)
- Phone key prospects
- Bring in a partner from an adjacent space who has a big list (JV)
- Mandatory sign-up fields: name, email, company
- Optional fields: title, “what do you hope to get out of this webinar?”
What should the content be like?
- Go narrow and deep
- At least 2 meaningful things that they can immediately implement
- Three ideas:
- Predict the future
- You don’t have to be right
- “Here’s the trend I’m seeing...”
- Challenge convention (aka AW’s “contrarian” approach)
- Bring in outside experts? Examples for my mobile biz:
- Clay Shirky
- Seth Godin
- Horace Dediu
- Tomi Ahonen
- Cory Doctorow
- Daniel Suarez
- Wiliam Gibson
- Neal Stephenson
How do I deliver the webinar?
- Get someone to monitor the tech
- Host and presenter
- Try to slow down; tendency is to rush
How do I follow up after my webinar?
- Auto email everyone an hour later
- Post Q&A blog post the next day that answers all the meaningful questions, especially the ones you didn’t get to
- Individiual phone call / email next day or so with valuable content
- “Would you like a link to recordings or Q&A?”
- “I’ve been thinking about the question you asked...”
- “Is there anything you didn’t get a chance to ask?”
- “Before I let you go, is there anything I can help you with/how might I be of assistance?”
- They say No -> “Okay, I’ll follow up in 6 months”
- They say something other than no -> treat opportunity appropriately
How should I leverage the webinar recording?
- Clean up recording
- Send direct link to attendees
- Post on site behind a “name, email, company” squeeze page
- Chop up into 1-4 minute segments
- Add open/close with CTA + link (”to watch the entire webcast, click here [SITE LINK]”)
- Title each with likely search terms
- Post on YouTube
- Great for SEO
What about format and technology?
- Promote as 30-45 minutes (even if you know you’ll prolly go 60 with Q&A)
- Questions are gold!
- Set up in a way that makes the slides/videos option in case you want to deliver as audio only
- GoToWebinar is (or was at the time) simplest for viewers and therefore BE’s fave
- Companion article https://www.winwithoutpitching.com/quick-lead-generation/
- Webinars are prolly best for lead gen and prospecting, but...
- ...if you’re going to charge for access, maybe about $99 per webinar is a max
- Blair was making $75-80k per year selling webinar recordings in 2011
- BE’s definition of a lead: “someone you haven’t spoken to before and you don’t know where they are in the buying cycle”
- 30-90 day lead time for actual promotion, although you can plan out content and systems a year in advance
- Don’t bother with video of your face. It’s just one more thing to go wrong.
- Stuff WILL go wrong - have contingency plans in place so you don’t flip out when they do.
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