Find Inspiration for Your Webinar
To choose a webinar topic, analyze one or all of the following:
- what customer knowledge would help your sales team to close more deals
- what topics customers are interested in
- what webinars people are already showing up to in your industry
Consider what information you’d like your customers to have prior to talking to your sales team members. Ask sales reps at your company what they wish their leads already understood.
Ask your sales reps:
- Where in the sales funnel are prospects losing interest?
- What do you have to explain over and over to prospects?
- What are the top two pain points you hear most frequently?
Another great way to choose a webinar topic is to select one of your top performing blog posts, since you’ve already validated that it’s of interest to your audience.
If you don’t yet have a hit blog post to develop into a webinar, you can also get great ideas for a webinar by reviewing the questions your customers ask you most frequently, or reviewing the questions people are asking on Quora, Reddit, or Facebook in your niche.
Finally, you can develop a webinar by studying 2-3 successful webinars in your industry and improving upon them. This works best if your industry is not already saturated with high quality webinars. If webinars in your industry are generally low-quality, you can piggyback on the audience analysis, keyword research, and other legwork that others have already done and focus on improving the webinar’s execution.
How to Beat Your Competition
One way to improve is to bring in an expert guest who your audience would appreciate such as a YouTuber or social media influencer in your space. This is a great way to improve attendance rates.
Another way to improve upon your competitors is to give your viewers more bonuses: more handouts, more in-depth information, even an invitation for a free strategy call.
Some marketers advocate for a “rip off and duplicate” strategy, but this can set a demoralizingly low bar. Aim higher and you’ll usually experience more enthusiasm, which will show in your presentation.
Sunny Lenarduzzi: Influencer Outreach: How to execute Influencer Outreach
Most guides recommend choosing a topic you’re an expert in. Realistically, you might not be an expert yet, but you can become one.
What is the definition of an expert anyway? Russell Brunson defines an expert as someone who knows how to do something better than the person they’re teaching. I think this is an empowering definition. It means that you can become an expert, you can help someone, and you can sell a product or service that continues to help them.
Everyone starts somewhere. If you’re not an expert, become one. Google your topic. Read 5 articles. Watch 5 videos. Put together the best information you get into a webinar. Research additional information as needed while you’re putting together the webinar’s content.
After that level of research, your knowledge will be more than enough to teach people. As a bonus, you’ll have the “beginner mindset” that will help you to interpret complex information and communicate it in a way that other “beginners” can understand. This can actually make you a more effective teacher than someone who is steeped in knowledge from doing something professionally for many years.
Sunny Lenarduzzi: How to Become an Expert
Title Your Webinar
I’ve prepared a list of ideas for compelling titles with hooks. Try filling in at least 5 of these with keywords related to your industry and product.
Be specific in the topic you cover. Most of the time, people are enticed more by specificity rather than overly broad information.
- 10 Ways to _____ and _____
- 5 Little Known Strategies to _____
- 5 Essential Techniques to _____
- How to _____ Like a Pro
- How to ____ Like [Famous Person]
- How to Create an Effective _____
- How to _____ Without Any _____
- How to _____, Even If You Don’t Have _____
- _____ 101: _____ and _____ Tips for Beginners
- _____ 101: From _____ to _____
- _____ 101: How to _____
- Advanced _____ Workshop: _____ and _____
- _____ Master Class for _____
- New Techniques to _____ and _____
- New _____ Tactics That All _____ Should Know About
- _____ Trends That Will _____
- Increase Your _____ by _____
- Boost Your _____ by [Percentage] in 5 days
- Learn the Basics of _____ in 30 days
- Grow Your _____ with _____ in 10 days
- 5 _____ Secrets of _____ Experts
- 10 Ways to _____ in [Year]
These title templates work because they have elements that trigger curiosity, show that your talk is relevant, promise your information is going to be valuable, assure attendees that they’re qualified to learn, and give attendees a vision for their success.
As you write your title ideas, be careful with jargon. Only use words that your audience definitely uses.
The best way to make sure your title will work is to use social media to run a survey. Just go to a Facebook group in your niche. Create a poll with a few titles. Then ask the group members what title they like the best.
Be aware that some groups will consider a survey for a paid product to be a form of marketing. It’s a good idea to read the group’s guidelines to make sure that this technique is acceptable within the group. If you’re not sure whether the poll will be allowed, you can always ask a group admin.
Write a Description
A webinar description is usually a couple short paragraphs that appear on your landing page just above the “Sign Up” button.
Your description should include several bullets highlighting key takeaways for your audience. You could begin by stating, “You will leave this webinar with…” or “In this webinar you will learn…”
When you promote your webinar in ads or graphics on your website, you’ll probably use this abbreviated version as you entire description. But for a dedicated registration page, it’s best to provide some additional information to really sell people on the webinar.
After your brief description, highlight your experience and expertise. If any guest speakers will be joining you on the webinar, do the same for them.
Next, show a few testimonials for social proof. A powerful way to do this is to screenshot emails or Facebook reviews where people have praised your training. If you don’t have any webinar testimonials yet, you can also share reviews of your company or its products.
Your goal should be to make your webinar description so good that even you would want to register.