Have you attended an event in person or online where the speaker enthralled you? When a speaker takes the stage, there is a perception of expertise and authority. For a brief time, they command the attention of their audience.
Seminars and webinars are consistently used to share information and educate an audience about various topics. Many coaches and consultants have used them to educate their clients while at the same time branding themselves as an expert or authority in their chosen niche.
Have you thought of using these tools in your prospecting toolbox? We highly recommend creating webinars that convert to attract qualified prospects and turn them into clients.
So, what is it that attracts an audience in the first place?
Let’s assume your audience doesn’t know your brand or business yet. Your goal is to get them exposed to your expertise. How can you attract qualified leads? The answer: a unique and compelling topic.
If your topic is like everyone else’s, its effect is lackluster. The more defined and specific the topic, the more attention you can command and the more likely your audience will be qualified. After all, you’re not seeking thousands of people who are still in the beginning stage of browsing. You’re seeking a few ideal customers who are invested and ready to make a decision now.
As you create your topic, think about three things:
- What specific knowledge is your ideal customer seeking? And what knowledge do you possess that they might not even know they need?
- What is your point of differentiation? What do you know — or do — that sets you apart from every other coach or consultant in your market?
- And finally, what’s topical? What applies to your ideal customer right now in your marketplace?
Your signature speaking topic should become clear and poignant when you define these things.
The Secret to Webinars That Convert
We teach our clients the importance of specificity in marketing. For instance, if you specialize as a travel coach, your advertising is better targeted if you describe the specific type of travelers (i.e. retirees, young singles, families) you serve.
Many seminars and webinars promote a broad range of topics, such as the “How To Travel to Europe” seminar or “Business Development” webinar. Let’s look at how we can modify general topics such as those to become much more compelling to draw in a more qualified audience.
Here are some categories and specific topics to consider:
Be Specific To The Resource
“How To Become a Successful Digital Nomad Using Modern Technology”
It’s no secret that the prospect of work is not what it used to be. With the rise in technology and remote opportunities, more people are opting for flexible work situations that allow them to travel and work at the same time. That means a rise in digital nomads and a specific niche you can target for your travel focus.
Be Specific To The Audience
“International Travel for Newly-Retired Couples”
Focusing on a specific target audience is the quickest way to become an expert in your niche. You have the chance to understand your customers and connect with them, which increases the likelihood of them doing business with you. While the process may be the same as it is for most prospects, focusing specifically on your target audience will make it much more meaningful to that audience and also set the stage for in-network referrals. In most cases, you’ll have more business than you can handle in just one category if you do it well.
Be Specific To The Area
“What You Need To Know When Traveling to Spain”
When visiting a new place — especially one whose culture is very different — many travelers like to know the best deals and sights to see. For some, getting a taste of the area through the locals’ eyes is an experience they wish to have. If you are knowledgeable about a specific country or travel experience, use that expertise to help people learn about the cultures, nuances, people, language, and things to be aware of that travelers may not usually know. The more exclusive the area, the more your customer prefers to work with someone who has clear and specific knowledge of that area.
The Takeaway
We hope you make seminars and webinars useful in your marketing efforts. Not only are they strong lead-generating tools, but they have the ability to extend your personal brand as an expert in ways that many other forms of marketing cannot. Many of our clients have found them very successful. They can get you in front of your specific and ideal prospects and help form more personable relationships.
Remember that a seminar or webinar will allow you to promote all of your services and products. Be as specific as possible to your target market when applying these concepts. A compelling topic is the first thing that catches their eye and makes them feel that you have specifically targeted them with your expertise.
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BrandFace® is a personal branding firm for coaches, consultants and other experts who want to STAND OUT from their competition and attract their ideal customers so they can become recognized and sought after authorities in their space. Tonya Eberhart & Michael Carr are the partners behind BrandFace. Their mantra is, “People don’t do business with a logo. They do business with a person.”