CEO Stories 090: Creating a High Converting Webinar

When your first webinar falls completely flat -- 0% conversion flat -- what do you do? Kelly Roach took some time and bounced back with a bang. Today she’s sharing how she got her webinars on track and converting well for her premium offers. Kelly was scarred for life with her first webinar experience. She knew she wanted to make webinars a big part of her business, so she invested a lot of time, energy, money, and coaching into this.  She actually planned to take off work the day after because she thought she would be so busy afterwards. Very few people actually attended.  At the end of the webinar, she offers a free phone call.  Not a single person even signed up for a free call. Kelly feels like she failed because: There is no big one event that is going to be a game changer.  You win when you do 100 webinars. Not one. She did not have an audience at the time.  She was not engaging them enough to have them show up to her event. To recover, she recognized that her volume level was not enough.  She took a little break to build a more engaged community, wrote a book, started appearing on others podcasts, so that people would then start having reciprocity to engage with her. 1-3% conversion rate is the normal because people are not focused on nurturing and building the audience before launching.   You can’t just do a heavy push right before the launch.  Engagement needs to be focused on first and foremost. Have the people following you and being engaged so that when you do come with a product, they are ready for it. She does webinars for her warm leads due to the costs of her services.  They list build daily so that then the fans and followers are the ones who are involved in the webinars. Unless you are already a celebrity in your niche, you have to work day after day to build a community.   Kelly delivers free, valuable content to their audience.  She goes on live podcasts three times a week, guest visits other podcasts, puts tips on linked in, and makes sure she is building her brand every single day.   Have patience and serve first.  Use failures as stepping stones for change.   It is not what is happening to you, it is happening for you.  Look at why. When something does not go right she lets herself feel for a little bit.  Then she switches to an analytical mindset. She takes accountability, figures out why she failed, rallies around the team, and figures out how they are going to do better next time.  A failure is never final.