Are you tired of spending money on content marketing… especially because it isn’t generating any income for you? Sure, you can throw some ads up on your blog, but unless you get millions of visitors a month, you probably won’t get a great return.
Just look at the image above. That content site gets over one million unique visitors a month and monetizes through AdSense. Can you guess how much money it makes each month?
If you guessed $10,000 or even $20,000 a month, you got it wrong. The site only generates $4,000 a month from ads. When you factor in hosting and maintenance costs, however, the site is actually losing around $3,000 a month.
So what’s a better strategy to convert your blog readers into customers? It’s through webinars.
Video creates loyal readers
The first thing you need to know about converting visitors into customers is that the loyal visitors tend to convert first. They believe in what you are preaching; they appreciate everything you have to offer; and they tend to be early adopters.
You can increase your visitor loyalty by doing the following:
- Responding to every email you get from your readers.
- Replying to comments on your blog to show your readers that you care.
- Continually giving people more information and great content, all for free.
Although these three tactics will help you build a loyal audience, one strategy you should also consider is videos. Videos tend to have a higher perceived value, which is why people look forward to watching them.
But if you suck on camera like I do, another form of video content that you can leverage is webinars. They are just as powerful as other types of videos, but they are better suited to sell products or services.
Finding the right topic
Are you ready to make some money through webinars? Well, before you make some money, you need to first figure out what your webinar should be on.
What you need to do is to go through your Google Analytics stats to see what your five most popular blog posts were. You want to look at not just current posts, but the old ones too. Make sure you go all the way back to when you first started your blog.
Now that you have your top five posts, look for the one that is the most technical and resource-related. For example, a “how to” type of post or a “list” type of post typically can be turned into a good webinar.
Case studies also make great webinars. For example, my webinar on how I grew the KISSmetrics blog from 0 to 350,000 monthly visitors had over 4,000 registrants.
Picking the right software
As much as I hate GoToWebinar’s fees and limitations, their software converts higher than everyone else’s. We’ve tested a few different types of webinar software, and even some custom ones, but I’ve found that GoToWebinar generates 15-38% more signups on average than any other webinar software.
I don’t know why this is the case, but my guess is that people are familiar with the GoToWebinar brand. Don’t worry about their fees as the increase in conversion rate will make up for the cost.
GoToWebinar also collects all the information you need to sell to your attendees. From your attendees’ names and email addresses to their phone numbers and company names, you can collect almost anything you want.
Promoting your webinar
If no one joins your webinar, you won’t make any money. A week before your webinar, you should create a blog post encouraging people to sign up for the webinar. If you have an email list, you can also do a blast to your list asking them to sign up.
Here is what I recommend you add to your blog post:
- Add “webinar” to your post title – I’ve found adding the word “webinar” to your blog title will decrease how many people will read it by roughly 30%, but the conversion rate from readers to attendees goes up by over 50%. Although adding the word “webinar” in the title will typically get you fewer visitors, it should get you more attendees.
- Tell them what they are going to learn – don’t try to be mysterious. The more you tell your blog readers, the more likely you are going to get attendees. Be very descriptive when telling people what you are going to cover without giving away the farm.
- Don’t forget the details – tell them who is going to present the webinar, the date and time it is going to take place, and even how long the webinar will be.
- Sneak peeks – I’ve found that when you give people a visual peek of what the webinar will look like, you can typically boost your signup rate by 11%.
- Call to action – don’t forget a call-to-action button that drives people to sign up. I would make sure that you place this button throughout your blog post.
If you are looking for an example of what to do, check out this webinar post.
Creating your presentation
When you are creating your webinar slides, you want to avoid doing anything that is overly salesy. Focus on creating slides that help educate your attendees. You want them to walk away with step-by-step instructions that will help them solve a problem they are experiencing.
Now, within the presentation, you can mention how your product or service can help them solve their problem and even show them how it is possible. Using this approach tends to lead to a lot of conversions. I’ve typically seen the conversion rates at around 3-25%, depending on what you are selling and the price points.
The key to using this approach is to mention your product or service throughout the webinar. When doing this, make sure to show examples of people who currently use your product and the results they are experiencing.
I’ve also tried a much more aggressive approach by telling people in the middle of the webinar that I want them to go sign up for KISSmetrics and that I will resume the webinar in a few minutes. Every time I tested this tactic, as well as variations of it, the number of attendees dropped by 20-30%.
Don’t forget the Q&A
The one thing you have to leave room for is questions. Make sure you answer the questions that your attendees have as it will make them feel more loyal to you and help increase sales.
When you answer the questions, make sure you mention your product or service whenever it is relevant as this should also help you increase your sales. Just make sure you don’t only talk about your company because the goal of the webinar should be to help the attendees. The indirect benefit of helping them is generating more sales.
At the end of the Q&A section, follow up with all of your attendees. If you have a sales team, give them the leads and have them start dialing. Or if you sell through email, sending a special discount code or coupon to all of the attendees is a great way to generate sales. The key is to follow up as quickly as possible because the attendees are excited and ready to buy.
If you haven’t tried webinars, you should give them a shot. They are so effective for me that I am able to generate $30 to $100 from each attendee depending on the offer. That means every time I have a webinar with 1,000 attendees, I am generating $30,000 to $100,000 in income by selling them services or products that they can use.
Plus, my favorite part about webinars is that they are a win/win situation. Your attendees are learning something new, and you are generating income from it.
So, what do you think about monetizing your content marketing efforts through webinars?