\u201cWhat\u2019s the big woop? Who cares if no one showed to this one? Consider it a \u00a0practice run and make the next one better, right?\u201d<\/p>\n
Welllllll, this is actually both a soft yes<\/em> and a hard no<\/em> all wrapped up into one giant, overstuffed chimichanga. OF COURSE.<\/p>\n Let\u2019s first poke at the \u201csoft yes\u201d.<\/p>\n If you were hosting a free webinar with the intention of getting your feet wet and testing the uncharted waters surrounding the World of Webinars, then yes\u2026 Actually, maybe it shouldn\u2019t be a soft yet, but a HELL YES, instead. If this describes you, then please, please, please, do as many attendee-free webinars as you possible can and become one with the webinar, be<\/em><\/strong> the webinar. This will only make you better, stronger, more effective later.<\/p>\n If that is NOT you, (you\u2019ve already tested and this was your big coming out party\u2026 A party that you SPENT AD MONEY on) then we\u2019ve hit the hard NO at 60 mph and lay wounded and scared at the base of the wall.<\/p>\n It\u2019s a nasty place to be, so let\u2019s fix it, because we can<\/strong>.<\/p>\n This brings us to the #2 most expressed fear about doing webinars\u2026. Not recouping ad spend.<\/p>\n Now, I truly wish there was a quick and easy, wiggle your nose way to ensure you never hit the bricks with your face again, but there is not. Nothing worth your while is ever without labor. Anyone who says there is lies. If you haven\u2019t put in quality time and been thoughtful of the process, you\u2019re doing it wrong.<\/p>\n The leaf turns over now\u2026.<\/strong><\/p>\n Start-ups and small businesses can have a complicated relationship with ad money. If a company just does not possess a budget for an ad campaign, they can\u2019t pick it from the tree out back or pull it from their nethers. If they don\u2019t know better, they might \u00a0borrow the capital or use credit, neither of which is necessary or advisable. If you don\u2019t have it, don\u2019t spend it.<\/p>\n For those of us with a little to spend, but who aren\u2019t exactly sure what is appropriate versus exorbitant, did you know that you can start out using Facebook Ads for $1 per day? Yup. ONE DOLLAR. This is couch change for some and can put your company or product in front of literal thousands of new sets of eyes. THOUSANDS (yes, shouting, because, Holy Moly!) If you\u2019re doing something new or different from your competitors, that number of newly-made-aware-of-your-goodies people could mean huge things for your bottom line. And your top. And everything in between. Having said that, I need to stop myself from letting loose on Facebook Ad information. There\u2019s a ton of it to talk about. Hell, we even created an entire information product around them. Instead, when you\u2019re just starting out, there are a few pieces of choice advice I must bestow upon you\u2026.<\/p>\n To further advise, your ads should:<\/p>\n A good rule of thumb for your ad budget is $1000 to begin testing and optimizing:<\/p>\n Now that we\u2019ve talked about spending it, let\u2019s move on to getting it back, and then some.<\/p>\n Whether it\u2019s a small pouch or giant bundle, money spent on ad spend is good money unless<\/em> you have disappointing conversion from registrants to attendees. How to avoid this particular headache? Keep reading and don\u2019t forget to check out (this article).<\/p>\n Recouping ad spend is about a cycle\/circle of processes that all converge to create the perfect ROI storm. There is no ROI without\u2026..<\/p>\n Here\u2019s where it gets a little chicken-or-the-egg-y\u2026.<\/p>\n First, you have to have a product to sell. But, you won\u2019t be able to sell anything unless people attend your webinar. Specifically, this is Converting Registrants to Attendees who buy your goods or services. But, how do you get those butts in the seats? Even before that, how do you get them to register at all? What\u2019s the point of having a beautiful Landing page, if you have no list to send it to? If you advertise in order to create or build your list, so you can invite people to your webinar, have them register, attend and buy\u2026 Where do you get the money for those ads? You need to monetize, right?<\/p>\n It\u2019s a vicious cycle, but it doesn\u2019t have to be.<\/p>\n If we have to boil it down to one concept, one bullet in the chamber, one arrow in the quiver, it is this:<\/p>\n Now, bottom lines and boiling downs aside, there is no way to cover all the points on how to do that in one post. So, we\u2019re going to cover it in serial posts and make sure you have the necessary tools to start the process.<\/p>\n There are four strategies you want to use between time of registration and when the webinar begins to ensure your attendees come to your webinar in \u201cbuying mode\u201d. Those strategies are:<\/p>\n Moving right into it INDOCTRINATION<\/strong>\u2026 Yep. It\u2019s just what it sounds like. Brainwashing. But, only the nice kind, not the Jim Jones kind \ud83d\ude42 Here is your chance to remove even the thought of missing your webinar from being an option.<\/p>\n To start, you codify<\/strong> (pronounced cod-ify, note code-ify) the benefits of the webinar topic. By codify, we mean to articulate in a unique and particular manner each point you want to make. Break things down into consumable chunks, believe it or not called chunking<\/strong>. Doing this makes it both easier to consume and easier to teach! Here are three examples of how to codify a benefit:<\/p>\n To do this, email is good, but (you know what I\u2019m gonna say) video is better. <\/strong>Sending out emails\/video \u201copens the loop\u201d. Attending the webinar is the only way to \u201cclose the loop\u201d. ?THESE STEPS MATTER?<\/strong><\/p>\n Let me get all psychological on you for a second\u2026. People feel the need to complete<\/em> things. If they aren\u2019t allowed to complete them, the result is negative feelings. Negative feelings are BAD. Have you ever, with total ease and no weirdness at all, left one word of a crossword blank? Sure, you may have done it, but it didn\u2019t feel good, did it? No one EVER takes away your birthday cake after you\u2019ve blown out all but one<\/em> candle. I mean, that\u2019s just insane. Trust me, it\u2019s science!<\/p>\n How to be ___<\/strong>.<\/p>\n If you\u2019re stuck for a way to fill in this blank, think of it this way\u2026 How to be (in a better situation than they are now), as it pertains to your product or service.<\/p>\n How to stop ___<\/strong>.<\/p>\n They are no longer going to have to suffer from the \u201csomething\u201d that NOT having your solution causes. \u00a0**Give them a tip!** It\u2019s okay to give something away for nothing here! Giving them a helpful hint for free will have them thinking, \u201cIf they\u2019re willing to give me this awesome advice in an email, imagine what heaven awaits me in the webinar!\u201d<\/p>\n Technique X<\/strong>.<\/p>\n This is all about the user and how you are going to help them by showing them Technique X. It is Technique X that allows them to stop the pain they are in.<\/p>\n Now, to be clear, it\u2019s got to make sense that it would work. The purpose of the communication is to create excitement about the benefits of attending the webinar. If it leaves the registrant feeling doubtful, it didn\u2019t work. Instead, you want everyone to feel a little smarter for having read your email or watched your video. This is a step toward boosting attendance, which will boost sales, so you recoup your ad spend and make profit.<\/p>\n For this next statement, it\u2019s time to bold, capitalize, and do just about any font magic possible because it is SO INCREDIBLY IMPORTANT:<\/p>\n So, for example, say your webinar concept is about: Ten Steps to X\u2026. Before the webinar, why not give them Step #1 for free as part of your INDOCTRINATION, and leave them hungry for more!? See that? That\u2019s why no one can eat just one chip! Give them the first chip and they\u2019ll be dancing a jig to get at the rest of your bag.<\/p>\n This is a good place to take a break and give you a moment to absorb. Soak it all in! When we meet again, we\u2019re diving into the next strategy that turns attendees into paying customers, the \u201cReasons Why\u201d communication and much more! An honest discussion about webinar ad spend, and 4 strategies to ensure you recoup your budget. If you read one of our previous posts, If You Broadcast It, They Will Come. 3 No fail tips and tricks to AVOID the dreaded no-show webinar, you may be thinking, \u201cWhat\u2019s the big woop? Who cares if no […]<\/p>\n","protected":false},"author":1,"featured_media":425,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[123,26,27,3,7,23],"tags":[],"yoast_head":"\nHOWEVER!<\/strong><\/h4>\n
Ask yourself: To spend, or NOT to spend?<\/h3>\n
![\"Money](\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2016\/10\/NoMoneyHoneyImage2-1024x658.png\")
<\/p>\n\n
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MONETIZATION<\/h3>\n
![\"Golden](\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2016\/10\/NoMoneyHoneyImage3-1024x658.png\")
<\/p>\nHigh ROI requires you create a buying frenzy. <\/strong><\/h4>\n
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So, circling back to the examples above\u2026.<\/h4>\n
Give them some of your best stuff up front. YES! This has the MOST PROFOUND EFFECT on your webinar attendance.<\/em><\/strong><\/h4>\n
\nFor immediate access to everything you\u2019ve ever needed to know about running successful webinars, but didn\u2019t know to ask, check out Genesis Labs, Episode 16: The 5 Laws of a No fail Webinar.<\/p>\n","protected":false},"excerpt":{"rendered":"