How to Use Webinars to Market Your Course

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How to Use Webinars to Market Your Course Without Giving Away All Your Content

by guest author Yoneco Evans


This is a question I get A LOT so when Yoneco pitched me this guest post idea, I was thrilled. I know with my own webinars, and with my Get Your Webinar Done clients, that finding the sweet spot where you give tons of value but leave your audience wanting that little bit more is crucial to making sales.

Personally I tend to over-give on the content (I detest webinars that are basically one long pitch set up) but I’ve learned first-hand that as Yoneco says, “more doesn’t mean better” — especially if you want people to purchase.


How to Use Webinars to Market Your Course Without Giving Away All Your Content

Webinars continue to be a staple of how many online entrepreneurs market their courses and digital programs.

That’s because webinars, when done well, are effective. They promote your courses in a more natural way, letting audiences experience you in action, while also giving them a glimpse of the content that’s to come if they sign up for your full course or program.

But for a webinar to convert viewers into course registrants, it has to be more than an infomercial or marathon marketing pitch. It still has to provide value through engaging and useful content.

And that brings me to a common question that I get from course creators: how do I use webinars to market my course without giving away all my content?

It’s a fair question. As a business owner, you want to make money and there’s always the fear that if you give too much away for free, people will never pay for your course or program.

So, whenever someone asks me what content to include in a marketing webinar for their courses and programs, here’s what I tell them:

First, know that more doesn’t mean better. Yeah, it’s important to provide value even when the goal of your webinar is to market a paid course or program, that doesn’t mean you cram it with more content.

Your audience isn’t expecting your webinar to teach them what your full course or program will.

Instead, use your webinar to highlight one or two pieces of your new course or program and then make it relevant to your viewers by using examples, stories, and case studies that show them how what you’re teaching applies to their lives or the kinds of results other people have achieved.

You want them to finish your webinar with a vision of what life will be like after completing your course.

The Quality of Your Webinar Equals the Quality of Your Course

Second, when creating a webinar to market your upcoming course or program, remember that people are paying attention to more than just what you teach. They’re also watching how you teach or engage them.

If your marketing webinar has valuable content, they’ll trust that your course will, too. If your webinar keeps them engaged, they’ll believe that your course will, too.

And if you use slides crammed with text, animations, and old-school clip art? Well, that’s a needle-scratch moment and you shouldn’t do it.

Quality content and experiences are the ultimate sales pitch. So, give them your best and model what they can expect after clicking your “buy now” or “register here” buttons.

Help Them Take an Immediate Step Forward

People sign up for your courses and programs looking for change and results. They want you to help them change a habit, simplify a system, or improve how they think or feel.

When deciding what to cover in your marketing webinar, think about what will help your audience build momentum. Ask yourself what will help them take immediate action?

Created a course on personal organization? How about using your webinar to teach participants how to declutter or re-organize their desk space?

Momentum is a powerful thing. Give people a little of it and you’ll leave them craving the full results that your course or program offer.

Introductory Isn’t a Bad Thing

Lastly, don’t think your webinar can’t focus on what feels like introductory content if it needs to.

If there’s content that will prepare people for your course or some baseline knowledge that would be useful for them to have before beginning, include it in your webinar.

For example, if your new program teaches people to live debt-free, why not have your marketing webinar teach them to calculate their current debt level? You’d be surprised how many people don’t know how much debt they’re carrying and isn’t that something you’d want them clear on when starting your program?

Webinars Aren’t Dead, But Old-School Webinar Marketing Is

A biz buddy asked me if I thought webinars were dying out and my immediate reaction was “absolutely not!” They’re still one of the better options for marketing your courses and programs, as well as your services and products.

But webinar viewers are savvier and have higher expectations now. They won’t, and shouldn’t, tolerate old-school marketing tactics.

Nor should you want them to. As a micro-biz owner, you have the chance to serve your audience in a way that big businesses and corporations wish they could.

So, while webinars are still useful for marketing your courses and programs, you need them to provide value. Because the value you provide is ultimately the best sales pitch.

Yoneco EvansYoneco Evans is a consultant and strategist for purpose-driven womenpreneurs. She works with clients to plan, create, and launch the courses, programs, products, and events that spread their ideas around like cold germs…in a kindergarten classroom. Get started planning your next ecourse or program with her 10-day #eCourseKickstart Challenge.

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Everything you need to do to create, promote and execute a successful webinar -- in one Master Checklist:

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11 Responses to How to Use Webinars to Market Your Course Without Giving Away All Your Content

  1. Quiana August 13, 2015 at 16:15 #

    Very good article. I often over-give too and it really can overwhelm your viewers. I’ve noticed when I held back a bit I got better results and conversions.

    • Yoneco August 25, 2015 at 06:02 #

      Most of us try to include too much Quiana. Most of the online courses I’ve taken, I’ve wanted to cut a third of the “content” and put in more activity.

  2. Mallie Rydzik August 13, 2015 at 17:54 #

    Yessss I alos feel like I have to give everything away! I’ve seen others doing really well keeping it simple yet valuable, and I’ve been trying to shift gears in that direction myself.

    • Jackie Johnstone August 13, 2015 at 18:41 #

      Yep! I find the key for me and my clients is figuring out one simple transformation or takeaway you want your audience to leave the webinar with and cutting anything that doesn’t directly serve that. (That said, if your promise/takeaway is TOO big, it gets epic and too overwhelming.) In terms of selling, it’s really smart to think, what simple transformation could perfectly poise my audience to get great results from my course?

      • Yoneco August 25, 2015 at 06:07 #

        That’s so true, Jackie. One simple transformation is huge for most people. Sometimes it’s all the momentum they need and other times it’s what primes them to want more.

  3. Julienne August 13, 2015 at 17:59 #

    “Relevance is better.” Oh yes! I love that! Very true.

  4. Alex Broderick-Forster August 13, 2015 at 18:22 #

    “For example, if your new program teaches people to live debt-free, why not have your marketing webinar teach them to calculate their current debt level? You’d be surprised how many people don’t know how much debt they’re carrying and isn’t that something you’d want them clear on when starting your program?”

    Perfect example of a valuable webinar that culls the right audience. Great post, Yoneco!

    • Jackie Johnstone August 13, 2015 at 18:42 #

      Yes! Loved this example too. Thanks for commenting, Alex :)

    • Yoneco August 25, 2015 at 06:05 #

      Thanks Alex! I like to think the marketing webinar’s job is to both prepare your audience for what they’re going to learn and help them opt in or out of signing up.

  5. Radhika - Fulltime Nomad August 13, 2015 at 18:29 #

    This is really useful advice as we’ve just been thinking about doing an e-course and I wasn’t quite sure how to make webinars work without duplicating the course content. Thanks!

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