7 Essentials of Marketing with Teleseminars and Webinars

Teleseminars and Webinars are great marketing and sales tools, and are commonly used. How many are missing key elements of delivering content over this medium? In this post, you’ll learn 7 Essentials I’ve learned over the years. I’m also sharing a video of a well known teacher of this style of marketing, and encouraging you to consider joining in a call that he is hosting tonight. I took this course several years ago, and as a lifetime member, have continued to refine my strategies and tactics for effective Teleseminars and Webinars with every annual update delivered with this course.   With the current economic challenges, online marketers do well to consider and update their marketing and selling techniques with Teleseminars and Webinars.

7 Essentials of Marketing with Teleseminars and Webinars

Disclaimer: This information is shared freely, based on my personal experience with Teleseminars and Webinars.  I am recommending a $20 call as a part of this post, for those who want more on this subject.  As with many products shared here, I believe it can add value as you seek to market effectively online.  Any and all commissions will help keep MarketingProfessor.com a valuable site to readers and subscribers seeking to build their online business.

1.) Start Planning 2 Weeks out, Promoting 1 week in Advance

It is important to give yourself and your attendees enough notice to plan for the teleseminar.  In my experience starting with the content development is key to building out the other promotional elements.  Understanding what you are going to present and its value to attendees up front makes preparing the promotional materials much easier (this is commonly done backwards).

You’ll need the first week to prepare the promotional materials (email, website, etc) for your list, as well as bring any joint venture partners on board.

2.) Have a Timeline

This pertains to the actual event.  It can be adjusted depending on what you are intending to accomplish with your audience.  Here is an example if a 60 minute continuing education teleseminar or webinar, leading with content, and inviting them to take the full course on the subject:
Content: Minutes 0-5
Welcome/Intro: Minutes 5-8
Content: Minutes 8-25
Sell: Minutes 25-30
Content: Minutes 31-45
Sell: Minutes 45-50
Summary: 50-55
Sell: 55-58
Wrapup with Call to Action: 58-60

Those not “selling” can replace the selling blocks with information about event sponsors, etc.  However, I would argue anyone doing a teleseminar or webinar must be selling *something*.

3.) Set Expectations for Attendees

This is a critical step.  No bait and switches here.  Some things to set expectations for, and to reiterate at the start of the event:

• Learning: What attendees will learn.
• Abilities: Any new capabilities attendees will have if they apply the information you will share.
• Schedule: That you will be starting and ending on time (if you have to run long, as permission of the attendees).
• Authority: Why you are in a position to deliver this information.
• Selling: That you will be making an offer of some sort (but may or may not be the main focus)

Here is a sample of what Alex Mandossian offers (per YouTube), if you haven’t seen him before:

Details on Alex’s $20 call here.

4.) Start on Time

This is a big one.  People are very busy, being punctual is a big point of building trust. 

Story: I was recently on a webinar where the hosts had some difficulty, and didn’t open the lines until 8 minutes after agreed.  When they did open the line, they asked for 1 minute as they wrap up technical difficulties.  They came on the line 4 minutes later…  They certainly lost a lot of attendees (reportedly 1500 registered), and sales.  Beyond that it stilted the delivery of what otherwise was good content.

Bottom-line: respect the time of attendees by starting on time.

5.) Offer a Tool to Enhance Learning on the Call

This is something many fail to do.  A PDF notes sheet provides an outline of what is covered, with fill in the blanks, screenshots, etc.  It has the following benefits to you and attendees:
Valued Time: Demonstrates to attendees that you value their time, by offering a tool to help them maximize learning.
Content Portability: Allows them to print it off and take notes while listening at their convenience, on the train, bus, plane, etc.  Access to a PC not required to see information (your content is portable).
Your Brand: Done right (graphics, logo) this can be great for branding
Integrated Registration: A registration page can be the final page of the notes sheet (if you are selling a course) which be filled out and faxed in for those without access to a webpage, or are more comfortable faxing private information (credit card numbers, etc.).

Note: PDFs are great for linking text in the document to a webpage, however be sure to include the actual link whenever possible, this will allow those who see the printed notes sheet to read and type it into a browser or mobile device.

6.) Lead with Content

Attendees are content hungry, so why not lead with what they want.  This gets their attention and gives  credibility to the presenter and his/her introduction.  It can be simple, maybe a new tool or technique you that you’ve found helpful.  It must be related to the content you are sharing on the call.
Tip: Share the tip on Twitter, and then reference the tweet in the call, a subtle way to invite people to follow you if they aren’t already doing so.

7.) Have a Monetization Strategy

There are many ways to do this, here are a few:

• Upfront charge to attend (not preferred)
• Selling a more complete version (system) of the information presented
• Building an email list (to register) which can be marketed to after the webinar

I’ve found of those who register only about 50% show up to the live event, so recording the teleseminar or webinar is key.  The replay can be available for a nominal fee upon registration, and/or made for sale online (consider this service for posting recordings for a fee) after the event.

These are just a few strategies.  Why not learn from the best?  There is a call tonight that you can join to learn more from Alex Mandossian.  It costs $20 (after applying the coupon code on the page).  He’s promised to make the replay available as well for all registrants, so if you can’t make it don’t let this stop you.  What he provides for $20 is amazing content, he actually gives away parts of his $2497 Teleseminar Secrets course.   Get the details on the call here.
Image credit: mkorchia

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