What Do You Want to Accomplish?
Lesson 1 Module 1
Yogi Berra had it right: "If you don't know where you are going, you might wind up someplace else."
Your goal should drive every step of your webinar development. Without this focus, you'll know never what's working ... and what isn't .
Typically, webinar goals fit in one of the categories below. Focus on the goal that's most important to your business right now - or set one that makes the best use of content and tools you already have.
1. New Sales
Webinars can help establish the credibility you need to drive new business. Make sure your content focuses on a specific problem or need of your target audience. If they have multiple needs, select the one that you think has the best potential. You can always create more webinars once your first one is launched!
2. Higher-Value Sales
A webinar can help you position your products or services on a continuum, making the value-equation of a higher-priced purchase immediately obvious. Focus your content on a "point-of-entry item, then create compelling packages that encourage a bigger buy.
3. Repeat Sales & Up-sells
This strategy focuses on people who have bought from you at least once. Use your webinar to demonstrate the added value that comes from continuing to do business with you.
4. Customer Satisfaction & Retention
If you provide a more complex product or service, your customers may benefit from tips to maximize their benefit. Start by address common post-purchase questions, and feedback.
Pro Tip: record these webinars to create "evergreen" content you can host on a customer support page.
Homework:
- Select your primary goal type.
- Identify the specific target customer for your goal. (e.g., "new home buyers," or "owners of construction businesses.")
- Write down your goal using numbers and benchmarks. For example: "15% increase in sales to technology firms."