Are webinars really the best way to build an online tribe, build know, like, and trust, and sell your products and services? A Google Hangout Webinar is a combination of Google Hangouts on Air (HOA), which is Google’s FREE live streaming service, and a Google Hangout Webinar Software (mentioned below).
The 5 Phases of Building Your Business Using Hangout Webinars are:
- Webinar Planning
- Before Your Webinar
- Live Webinar
- Double Your Profits with the Follow-up
- Evergreen Webinar Funnel
I will be talking about webinar planning in this post, and will cover the other parts in more detail in another post.
Phase 1- Webinar Planning
The Webinar Planning Phase includes: Getting the necessary tools for success, picking a date and topic for your first webinar, practicing the Hangout webinar technology (if you are not familiar), creating slides, and making a list of potential promo partners and reaching out if appropriate.
Getting the Necessary Tools/Equipment
You will greatly benefit from getting a Google Hangout Webinar Software program to collect emails and present your offers. We currently use and recommend Webinar Jam. We also recommend that you have an email autoresponder service to add those who register for your webinars, to an email list.
Watch this video for recommended Equipment- What Equipment Do We Recommend
It is generally recommended that you have an internet upload speed of over 2Mbps or greater to host a successful Google Hangout Webinar. You can test your upload speed at SpeedTest.net. If you internet speed is below those number, you may want to contact your internet provider for an upgrade.
Pick Your First Type of Webinar
Depending on your experience level, email list size, or connections with others, you may want to start with a certain type of webinar
Sales Webinar– Where you sell an existing product, coaching services, or a live, online training.
Free Webinar & Q&A- If you don’t feel comfortable selling yet and you want to build your email list first, using a free webinar with some Q&A to your ideal audience is a good way to start. This can also be done with a promo partner (more on that later) which would help bring more of their audience to you.
Interviews- Another option is to interview others who are relevant to your niche.
For most beginners, doing a free webinar or an interview are great places to start. Don’t wait too long to host a sales webinar. You can start attracting clients quickly using webinars, often when there are only a few people attending.
Pick a Date for Your Webinar
You don’t want to wait forever to host your first webinar. If you have never used a Google Hangout on Air (HOA) or your webinar software, you will want to practice a couple times before you host a promoted webinar. You should be able to host your first webinar from no experience to your first promoted event in 30 days or less if you work hard.
Pick a Topic for Your Webinar
Come up with 3-4 topics that are important to your ideal customer. What are their WANTS and PROBLEMS? Don’t just focus on what you think they NEED. (key)
Ask your audience. Take advantage of your email list or social media following and ask them “What their single biggest struggle is with _____(insert your niche) right now?” Use surveys (Google Forms) or simply post the question on Facebook.
If you don’t have an email list or social following, search in the Kindle Book section of Amazon for your niche. Look at the bestselling books. Look at the cover, table of contents, and reviews. Also, look at other books that “people who bought that book”, also bought. These books will give you key insights into the struggles of your market as well as copywriting ideas for your headlines.
Practice, Practice, Practice….But Not Too Long
Don’t host your first live webinar without some practice.
Take some time to set up your webinar software. Test the registration page. Make sure you know how to get yourself and your co-presenters to the correct webinar room.
Go to hangouts.google.com/onair and practice using the standard HOA. Your Google Hangout Webinar Software uses the Google Hangouts on Air live stream to host your webinars, so being comfortable with the basic HOA is important.
Start a broadcast and play with the screen share app in particular. Here is a 7-minute video on how to screen share.
Once you end the broadcast, you will get a recording of the video in your YouTube channel so you will be able to see how you looked on camera.
Here is our Hangouts 101 Guide to help you practice using the standard HOA.
Here are some videos on “How to Set-up Your Hangouts”
Also, make sure to do a test run with your Hangout Webinar Software.
Here is a video on “How to Set-up Webinar Jam Studio” if you use it.
Create Slides if Doing a Free or Sales Webinar
If you are using slides for your webinar here are a few resources to help you….
How to set-up powerpoint or keynote in Webinar Jam Studio (same as Google Hangouts)
If you are doing a FREE webinar/Q&A session to build your email list or offer value to a promo partner’s tribe, you will want to focus more on teaching…Create your slides, if you want to use them, around these bullets.
- An introduction of who you are and why they should listen to you
- 3 valuable teaching points
- soft offer for coaching if appropriate
- Q&A to answer questions
If you are hosting a Sales Webinar, I have listed examples in video and PDF for how to structure your webinar and slides.
The Structure of a Sales Webinar
There are basically 3 parts to your sales webinar….The introduction, the content, and the close/offer. Below are 3 short videos that walk you through each part.
Here is a 90-minute example of a successful sales webinar that we did… https://www.youtube.com/watch?v=_Gdqv3lxrgk
Check out the PDF slideshow below to see an example of how to structure your slides if you are doing a sales webinar.
Note the structure of a sales webinar in the PDF slide show above:
Introduction (5-10 minutes)- Focus on credibility building and connecting to the audience’s why
Content (35-45 minutes)- Break negative beliefs using case studies and stories if possible
Offer (10-15 minutes)- Note the offer stack and price breakdown. I also like to share the checkout process
Q&A- Answer questions and point back to your offer
Make a List of Future Potential Promo Partners and Organizations
A promo partner is someone who is willing to share your webinar registration page and have you teach to their audience. They may agree to email their list (not always) or share via social media.
- Make a list of 25 potential Promo Partners (list them 1-25 in order of list size and comfort of approaching).
- Contact them and tell them you are looking to create some amazing content in the webinar format.
- Ask them,”What are a couple topics that your audience would jump over mountains to watch on a webinar?”
- If the conservation and relationship feels right, ask,”Is this something you would like me to present to your audience?”
- Set dates for webinar
People have a wide range of thinking around doing promos or joint ventures with their email lists and following. Some people are going to say that are busy, some are going to want you to have a large following to reciprocate. But there will be some, particularly those you are closer to, who will promote your webinar to their following. Those are the ones you want.
Here the reasons a promo partner would want to promote you (source: George Kao)
- They get questions (all the time) about your expertise, and they themselves don’t teach it. So it would be doing them a favor if you taught it to their audience.
- They themselves are intrigued by the topic and want to learn about it. They would be happy for a bit of personal coaching, or access to your info product, if they promote it.
- They know you have a network of other JV partners you could introduce them to, if they promoted you to their list.
- They know that a proven offer can make them a lot of money compared to the time spent promoting it, so if you can give them stats to show it’s a proven offer, they will say yes.
- They want to cross-promote.
We’re typically trained only to think about the last incentive, maybe the 4th, and totally miss out on the other 3 incentives. I encourage you to brainstorm a list of people or organizations who have audiences and would take you up on the first two incentives.
And say NO to people whom you don’t *genuinely* want to promote to your list. Period. There are plenty of other potential JV partners… so many you couldn’t reach out to them all for the rest of your life. Think not just internet marketing JV people, but also bloggers, people with LinkedIn Groups, Facebook groups, online forums. Podcasters who have a blog or a list.