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Webinar Magic

While I mentor my students to automate their businesses through webinars, many of them also need training on how to get their webinars to convert.  Unless you know your conversion rate optimization you may be leaving a lot of money on the table in your marketing.

I have found that many of the same clients who don’t know their webinar conversion rates also don’t know their website conversion rate.

Let’s focus right now on nothing but conversion rate because it really does not matter how many eyeballs you get to your website or webinar unless those people convert into sales.  So, how do you measure conversion rate?  What is conversion rate?  Very simply, this is the measurement of the number of unique visitors to your website or webinar that actually makes a purchase.

Webinars are my very favorite form of marketing because they can be automated and running 24/7 to attract your perfect target audience to watch them.  They position you, if you do them right, as a credible expert with a solution to your target audience’s problem.  I’ve had clients sell thousands on a webinar because the conversion rates can be as high as 20% to 40%.

 

In my own business, almost all my marketing is done with webinars and I get a huge ROI with webinars while I am sleeping as they are all automated.

I believe this is the most powerful marketing tool now available and recommend every type of business add this to their arsenal.

The problem is, most people who come to me for my coaching and consulting, don’t have the kind of webinar that speaks to their target audience, creates emotion and actually teaches and educates their audience.  Most of them are sales pitches.

Clients show up asking for my help because they believe they need help with conversion rate optimization services.  Not true.  Where I find they need the help is in crafting a perfectly done webinar that creates emotion, that really addressed their target audiences number one problem and that also solves a large part of their ideal client’s problems and that shows they can create a real result for clients.

 

 

 

Here are some of the things we work on that quickly improve their webinars so that they convert prospects into clients without selling.

 

First, we make sure that people find the webinar through emails, autoresponders, opt-ins, Facebook Live and social media posts and sometimes Facebook ads.  The webinar is part of your signature file and social media profile, too.

Everything you do or say drives people to watch your webinar.  Why do they want to watch? Because you address their biggest issue and give them a real result – a solution to their biggest problem or help to get to their biggest goal.

Next, you offer some type of a bonus if they watch the webinar.  Something that has high value and that helps them achieve their goal or outcome. You can give away a template, a checklist, a gift, a book, an e-book or anything else that has high value to your target audience.

 

 

 

When putting your webinar together focus on creating massive value by helping and educating and solving your target audiences problems and giving them results fast. Remember, they came to learn and not to be sold.

 

Not until the very end, after you delivered value, do you even mention your service or product.

Imagine that I created a lot of value for you with a webinar, like this one, and then asked for just a few minutes of time to explain how my service or product could be a solution to their problem.

 

After the webinar I am also certain to send follow up emails with more value and offers to connect with me for more of the outcomes they desire.

These emails continue to provide value and to increase my target audience’s interest in my products and services, without selling.

Want to improve your webinar conversion rate?  Create a highly valueable webinar first, that really provides a solution to the number one thing that is bugging your target audience.  Demonstrate that you can solve their problem or get them to their goal and then get only your ideal target audience to watch your webinar with your free gift that they want at the end.

Why Am I Talking About Scott Hallman?

When I was with Joe Vitale to speak at one of his events he also had Scott Hallman as a speaker.  I had not heard of Scott up until that time.  Scott took the audience through an exercise showing them how much money they were leaving on the table in their business.

I was there with the director of operations from my coach training school and we saw hundreds of thousands of dollars in revenue and profits that were hidden to us before we heard Scott speak and go through the work he had us do.

I am a very decisive person.  I know when someone shows me something that I need to jump on it and take action and make something happen.

So, we went home from Texas and began implementing what Scott showed us that day.  Several months later I had 5 new programs launched with a few hundred students, hosted a few of my own events and created value for business owners in my community and created an educational resource library.

Once a year I review Scott’s talk and go through the exercises he taught us that day.  Why?  Every time I do I find money literally sitting in my business.

I now teach a variation of what Scott taught that day.  I know that inside every business there are profits sitting there.  When you consistently recall and reactivate past clients and look to see what other services or products customers may need and about a dozen other very simple ideas, money is found and profits are gained.

I will be speaking about some of this on May 3, 2017, then also speaking on May 4, (both in California), then in Philadelphia on May 8th and then wrapping up in Denver on May 19th.

Come join me!

Marketing And Strategy Tools For Your Small Business

To be successful, every business needs strategies. Strategy means you decide where your business is going to go and you create the plan to take your business there.

Every business needs to have a competitive advantage and there are two types of competitive advantage.  One is cost leadership and the other is differentiation.

Being all things to all people is a recipe for business disaster so you must have a strategy to gain a competitive advantage in the marketplace.  You can do this through being the product leader, or by providing operational excellence or by customer intimacy.

Michael Porter created a theory of competitive advantage referred to as the Five Forces.  These define the rules of competition in any industry.  The five forces determine industry profitability, and some industries may be more attractive than others.   The crucial question in determining profitability is how much value your business can create for their buyers, and how much of this value will be captured or competed away.

The five-forces framework highlights what is important, and directs manager’s towards those aspects most important to long-term advantage.  Think of the Five Forces framework as sort of a checklist for getting started, and as a reminder of the many possible sources for what those few driving forces could be.

How To Create Competitive Advantage

You must create a perception in your market that you are able to meet buyer needs in a new way or have a new or different technology or have changed accessibility, etc.

Porters “Value Chain” and “Activity Mapping” concepts help us think about how activities build competitive advantage.

The value chain is a systematic way of examining all the activities your company performs and how you interact.  It scrutinizes each of the activities of your business from business development, sales, marketing, and operations, as a potential source of advantage.  The value chain maps a firm into its strategically relevant activities in order to understand the behavior of costs and the existing and potential sources of differentiation.   

Your business gains competitive advantage by performing these strategically important activities more cheaply or better than your competitors. One of the reasons the value chain framework is helpful is because it emphasizes that competitive advantage can come not just from great products or services, but from anywhere along the value chain.

Activity mapping is where Porter builds on his ideas of generic strategy and the value chain to describe strategy implementation in more detail.  Competitive advantage requires that your business’s value chain be managed as a system rather than a collection of separate parts.  Positioning choices determine not only which activities your company will perform and how it will configure individual activities, but also how they relate to one another.  This is crucial since the essence of implementing strategy is in the activities – choosing to perform activities differently or to perform different activities than your competitors.

What have you learned here that you can apply?

There comes a time in the life of every business when its owner must seriously consider whether to onboard new hires. As your business grows, you will find yourself with less and less time to get into the day-to-day grind. At this point, you will have to think about taking on a few team members to help you manage some of the processes.

You may be reluctant to pass on your baby into the care of strangers, and this is completely understandable. You will need to let go of certain areas, however, if you want your business to continue growing. And if you want to be able to stay on top of things and enjoy the business that you have worked hard to build up. Here are some tips for easing the process so that you can onboard new hires as painlessly as possible.

Starter Self-Check

Are you in a good place to start training and working with a new team member?

When you begin to onboard new hires, you will need to spend some time getting to know them, communicating your systems and expectations, and training them for the job. Look at your schedule before you start your search and set aside a few hours each week that will be dedicated to this. The hiring process can be grueling, and FreeeUp can help you with the most time-consuming early stages of hunting down the top talent. Once you have your chosen candidates, however, it will be up to you to onboard new hires so that they will be ready to take over from you when you pass the baton.

Communicate Your Company

Does your worker know who you are and how you envision the future of your business?

Most business owners are intensely interested in the skills of any potential hires, and rightly so. Talent, however, is not the only important aspect of the right worker for the job. Take some time to communicate with your new hire the key aspects of your company. Talk to them about what your business is all about, but also show them your company culture and the way your systems operate. If you have a partner or other team members, make introductions part of the first stages when you onboard new hires. Armed with a more holistic view of your business, your new worker will be equipped to not only perform on the technical side but also work with an understanding of who you are and where you want to get together.

See the Signs

Are your workers exhibiting certain behaviors that indicate they might not be the right fit?

If you are not able to cover a lot of ground during the interview process, you might have to spend more time getting to know your workers. This is vital to properly onboard new hires because you need to see how they will fit into the bigger picture.

Do some probing throughout the training process to learn about your workers’ attitudes and levels of professionalism. They will soon be in a position where they represent you and your business at some level. You will want to make sure that they are not going to give you a bad name.

Pay close attention to the way they operate in the early stages and tie this into your company values and culture. You want to ideally onboard new hires who exhibit the same core beliefs that you do. Finding these gems is not always the easiest task, but you will see that the digging is worth the effort when you finally unearth the perfect jewel of a worker.

Explain Your Expectations

Does everyone on your team know what is expected of them in each role and from other team members?

Be prepared to take some time to really get into how you want things to go. From how your workers represent your company to how they should be communicating with you and clients to the level and quality of output they should be producing, onboard new hires with a clear idea of your expectations. This could be a long list or a short one depending on what you prefer. The main point is that they fully understand how to proceed so that you can get the results that you are aiming for. Here is a free Client Expectations Document that you can download to give you a head start with a few ideas on what areas to cover.

One particular aspect that all businesses should stress is how workers represent the company. They will be in a unique position to help or harm your reputation, and you should be very clear about the significance of the name that they bear when they come into the fold. Onboard new hires by ingraining in them the concept of holding that name high, whether they are on or off the clock.

Frequent Feelers

Are you sending out feelers every once in a while to check your workers’ temperatures?

If you want your business to continue down the path of steady and healthy growth, do not underestimate the need for frequent meetings. Checking in often during the training and probationary stages is an indispensable part of onboarding new hires.

First of all, it establishes your presence and shows them that you are involved and concerned about what happens behind the scenes. Secondly, it allows you to monitor their attitudes and set precedent so that your workers will not learn or perpetuate unwanted behaviors. Third, your willingness to talk to them will encourage them to share their opinions, making them feel more like a real part of the company. You want to onboard new hires who are invested in your company so that they will make greater efforts towards growth. Allowing them to express their opinions and seeing their ideas get real attention is a great way to do this.

So there you have it.

Onboard new hires with the right training and integration techniques and you will increase your chances of retaining the right people to push alongside you for business growth. You will have the time and peace of mind to focus on where you add the most value as they will comfortably perform the tasks that they are skilled at and excited about for the advancement of your company. As the FreeeUp of CMO, Connor Gillivan, says in his book Free Up Your Business: 50 Secrets to Bootstrap Million Dollar Companies, “the people you surround yourself with will eventually impact the heights that you are able to reach as an individual and professional.”  Raise that bar when you onboard new hires and you can expect faster and more stable growth while you avoid burnout and get to actually enjoy your business and the freedom that all business owners long for.

There’s a lot of discussion among business owners regarding the cost of acquiring a new customer. When compared to the cost of retention, retention is where our focus should be.
Famed business consultant Dan Kennedy is often credited with defining the 3 rules of Business Profit.
1) Increase the price of your product
2) Increase the number of visits, hence purchases of your current customers.
3) Bring in new customers.
Based on these numbers, it would appear that businesses need to work twice as much on customer retention as they do on customer acquisition. And raising prices is not usually the way to create loyalty for your business.
How do businesses inspire loyalty? Through customer service and recognition. Pay attention to those customers who already visit your business. In a brick and mortar setting, work on recognizing your customers when they shop with you. That’s something that doesn’t cost a penny. Treat them with respect, be polite, and while the customer may not always be right, sometimes choosing to handle a challenge in the customer’s favor will work wonders.
Remember important information about your customers such as birthdays or anniversaries goes a long way to inspire loyalty. This information can certainly be done old school with index cards, the method championed by Joe Girardi, The World’s Greatest Car Salesman, or it can be done digitally through a CRM, using email.
Loyalty programs have been around for a long time as well. Barnes and Noble has a strong program and many businesses use punch cards still for their buy x number and get x free. A lot of these card programs don’t even require any sort of a signup. All you do is pick up a card and get a punch. No loyalty necessary or inspired.
Loyalty programs have in recent years entered into the digital age. Every day, more apps are showing up in the various app stores to promote individual companies. Of course, in this situation, storage can become a problem.
One of the answers to this challenge of too many apps or cards is to work with a company such as SpotOn Rewards. The customer signs up one time and can use the app or card in any location. You can custom design your own coupons, specials, and events and deliver them by email or you can push the information to customer’s cell phones.
Bringing in those new customers is also much easier because one of the aspects of the technology is the strong social media integration of this newer technology. Sharing with friends is a recommended component.
For you, the business owner, one of the best aspects of the SpotOn app is your ability to track your customers. You know every time a customer checks in, you also know when a customer has not checked in for a while. Being that I am most familiar with SpotOn, I will discuss how our loyalty program works.
Your customer walks into your business that offers SpotOn. they’re invited to sign up at the terminal and get a SpotOn Card. The good news is that there is a SpotOn app that uses a QR code so that your customer can eliminate the card and just use their phone to sign in anytime they visit. The great thing about a loyalty program such
as SpotOn is the engagement you are able to create at a moment’s notice.
Your customers can be rewarded with immediate offers when you want or need them most. A perfect example is a client cancels an appointment. With SpotOn you’re able to notify your current customers on their phone or email that an appointment time has opened up. You’re able to offer an appointment immediately. Way better than just waiting for walk in traffic.
For you, the business owner, one of the best aspects of the SpotOn app is your ability to track your customers. You know every time a customer checks in, you also know when a customer has not checked in for a while. SpotOn refers to them as “lapsed customers” if they have not checked in for 30 days. Then you are able to craft an offer only to them. All of this is available through your SpotOn Terminal.
As far as bringing in new customers, the simplicity of a program such as SpotOn will make it easy for them to sign up to turn their first-time visit into an ongoing relationship. All of this is done without having to raise prices.
Pretty much all of these features and benefits come down to that most important word, engagement. With SpotOn engagement can be immediate without being too intrusive. So consider the value of loyalty for your business and consider what you are currently doing to keep your current customers coming back.
Guest Blogger: John Archer
John Archer is an Account Manager for www.spoton.com in South Florida. Feel free to contact him to discuss the possibilities of updating or creating you own custom loyalty program. email is forwardmarchlive@gmail.com Phone is 412-480-5793