Workshops & Webinars
Lesson 35 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Workshops & Webinars
Lesson 35 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
35. Workshops & Webinars
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Workshops & Webinars
So we all know that webinars workshops and consultations can be a fantastic way to build trust with your target audience and potential customers. Now, whether these workshops or consultations are done physically or they're done virtually, it doesn't really matter because you can still provide the same level of value to your potential customers and give them the answers that they need really fine tune your communications to highlight certain aspects of the conversation, to make sure that they are fairly encouraged and persuaded to make the decision to buy from you. Now building trust and answering your customers' questions, needs to be done with authority and authenticity. So by offering and inviting potential customers to attend a webinar or a workshop, for example, you are in inviting them into a space where they can discuss or learn about a certain topic that you have expertise in. Now, obviously, this particular tactic works best for certain types of businesses. For example, if you'...
re a service business, like for example, my Brandon Agency, I offer free consultations to discuss the client's problem with them. So we can actually discuss potential solutions. And then if they are like what I have to say, then they'll hire me. However, if you have an e commerce brand, then sitting on a Zoom call and having a conversation with a sales representative may not be the best option. Obviously in retail, it can sometimes be quite helpful to have somebody that actually has experience and knowledge in regard to the product to discuss these things with. This is essentially a little bit like a consultation call, right? You are ultimately with that person in person discussing the different products and basically giving your experience and expertise to help them make the best decision. So it's essentially the exact same thing. Now, in regard to webinars and workshops, obviously for an E commerce company, this wouldn't make a whole lot of sense unless your product is extremely complicated. So for example, if it's an extremely complex computer or something else that requires a lot of training to actually use, now, the question that you should probably be asking yourself if your product is super difficult to use, is it actually worth buying? Do you actually think that someone is going to buy something that is super difficult to use that actually requires a training or a workshop to actually purchase it and use it properly? So that's the first thing that you should probably be wondering and you should maybe fix that before you even start thinking about conducting workshops and webinars. But for example, if you're looking to sell maybe a course or a program, for example, maybe a health program, then that could be a really great opportunity to create some sort of webinar or workshop where you can ultimately create a really great presentation or sort of mini course. And then basically host online webinar or workshop to guide a certain number of people through that particular program. And then basically say, listen, if you want to really get long lasting results in regard to your health or any aspect of what you're trying to sell. Basically, I'd really recommend checking out this program which for the people on this webinar for a short period of time with the discount code X, you can get 50 per cent off, 60 per cent off or whatever this approach has been tested and it's been successful in a lot of situations. So in regard to using it, that is probably going to be the best way to approach things. But obviously take into consideration the fact that your product or service is obviously going to be very unique in your particular field. Please take this is inspiration and then use it how you feel it will work best for your service and circumstances. Now, a couple of cons and negatives to think about when you're thinking about actually utilizing this particular tactic is that the reach is not going to be organic. You have to actively get people to that particular webinar or workshop or consultation and sometimes people don't show up. So you could potentially have, you know, 100 people scheduled for a workshop. And then when you actually attend the workshop, only 20 show up, that happens, that does happen sometimes putting things in place that can basically encourage people to show up. So for example, giving away a free gift or doing something that is very desirable for that person. If they stick around until the end of the workshop, or if they even attend the workshop, that's also going to really help to get people to stick around and stay until the end. But another negative to ultimately consulting through consultations or workshops or webinars is that people are almost expecting to be sold to and that can create a really awkward energy in the room, even the virtual room, if you don't know how to manage it, right. So make sure that if you are using this approach, make sure that you understand how to sort of manage that energy and make people feel comfortable. They shouldn't ever feel like they're being sold to. They should always feel like the are essentially in a really comfortable place. So that if they want to make a decision based on what's best for them, then they are going to be offered that solution and they're not going to feel any pressure to secure that solution in a way, feels awkward to them. Another thing is really important to point out is that creating webinars and workshops can be really time consuming. It's ultimately like creating a course which has to be delivered in real time. So it can be a little bit unnerving if you're the presenter. But another thing is obviously really important is technical issues. So for example, we've all been on a Zoom call or a Google Meet or something where, you know, maybe the mic isn't working or something doesn't work. So make sure that you really stress test every single aspect of a meeting or a webinar or a workshop to make sure that you don't have any technical difficulties and that every think works perfectly hubspot and salesforce are really great at using this particular approach to market their brand. Now, they basically use the webinar and workshop system to basically bring people into their ecosystem so that they can learn more about salesforce. And and then once they have those particular solutions matched to those challenges that they're currently facing as a person, as a customer, then it's pretty much a simple process of just thinking. OK, this is a solution to my problem. I have a problem. It makes me feel pain on a regular basis. I'm going to take them up on that solution if it makes sense from a financial standpoint. So in conclusion, webinars workshops and consultations can be a fantastic option when it comes to marketing your brand. But one thing that you need to take into consideration is the fact that it is quite time consuming the percentage of people that actually show up to the webinar or workshop may not be what you expect. So don't get dishearten and you also need to be able to present in a really effective way to get your message across. But if that feels like that's something that you can deliver on, then these are the scores that I personally give this approach. So in regard to cost, I would say that it's going to be about an eight. It doesn't really cost a great deal to do a webinar workshop or consultation. It can be done fairly easily through Zoom which is free or you can do it via some other platform, can host workshops to a broader audience which shouldn't cost very much as well. So I would actually score, this is an eight in regard to cost. Now, in regard to set up and maintenance, it can be quite time consuming. You obviously have to make sure that everything is set up correctly. So you have to actually set up the funnel to get people to actually book the consultations. You also need to make sure that you actually get people to sign up to the webinar, the workshop, which can be quite time consuming and then once you actually present the workshop or do the consultation that actually takes up quite a lot of your time as well. So you're spending a lot of your personal time actually presenting and trying to sell the product or service. So in regards to energy to set up and maintain, I'm going to score them both at two because it is going to take a lot of time and effort. However, when it gets to, when you're connected to a person, and you've ultimately been able to be in a real life, real time situation, someone and discuss their problems with them, what challenges they're facing and also how you can help them personally with your particular solutions and systems. Then ultimately, you should have a pretty good chance of converting them into a customer. So I would probably score the likely roi return on investment of around eight. So if you think that webinars workshops or consultations is going to be great for your particular business, then feel free to experiment with it. Obviously, make sure that you remember that e commerce companies, it doesn't really work as well. So please keep that in mind. But if you're selling a service or something that really requires a lot of discussion and a little bit of training, then it could be the perfect option for you. Anyway, you find this less than helpful and look forward to seeing you in the next one.
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