We know public gatherings are currently non-existent, and speaking gigs are a thing of the past and the future...or are they? You might not be speaking anywhere in person currently, but webinars are a really great alternative. You can share everything in that brilliant mind of yours virtually, and get in front of your target audience. In Episode 5 of Amplify your Business, we speak with Bruce Baker, the owner of Workplaces, about using guest speaking and webinars to acquire new customers.
Here is a quick overview of what you can expect from this episode:
Now is not the time to take your foot off the pedal (4:04)
We know it can be tempting to want to cut all expenses that aren’t absolutely necessary and oftentimes, we see businesses cut marketing expenses when things get tight. But the truth is (and as a business owner you know this all too well) you have to spend money to make money. That means investing in an email marketing platform, and a customer relationship management platform (CRM), and possibly even a webinar platform! It can be daunting, we know, but those are the things that are going to help you convert your target audience into your loyal customers.
Webinars provide an opportunity to demonstrate your knowledge & expertise (11:05)
You are an expert in your field, and when you get a chance to speak on someone else’s webinar, or you are hosting your own, you need to talk about it! Shout it from the rooftops! You have valuable things to share that people want to hear, and you need to let them know where you’re speaking, what you’re speaking about, who you’re speaking with, and when you’re speaking. Post it on social media, do a quick selfie video and post it to your social stories, send an eblast. Get the word out about how you are going to be providing solutions to your audience’s pain points.
You need a compelling lead magnet (13:41)
Before the webinar, you need to think about a strong piece of your presentation that will translate into a lead magnet your audience will be compelled to download or sign up for. Maybe it’s a whitepaper, or a checklist that helps the viewer go step-by-step through whatever you just explained, or it could even be a free consultation. It could be a number of different things - but the goal is to inspire people to exchange their email address for your lead magnet. This will enable you to continuously get your product or service in front of an audience that has already shown interest in your business. You can set up an email drip sequence to new list additions that guide your potential buyer through the buyer journey.
Understanding your audience and the buyer journey (22:46)
Audience is everything, and it’s so important for you to have a solid grasp on your audience and their typical characteristics. If you have an average buyer journey that spans across six months, you can’t expect a new contact to be ready to buy after first hearing about you. It’s important to be cognizant of where your customers are along the buyer journey, and what actions you need to take in order to ease them along, instead of asking them to jump headfirst into an unknown. Here’s an outline of a typical buyer’s journey: awareness → consideration → analysis → purchase. Maybe your emails need to be about a specific service or product you offer for a shorter buyer journey, or maybe your emails need to be more general in an effort to inform your audience without pushing them into a sale they might not be ready for. But, bottom line, it all comes down to your audience.
If you’ve been wondering about webinars or ways you can share your knowledge and expertise and reach a larger audience, well - this episode is for you. Scroll up to watch!
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