Want to take advantage of the remarkable client acquisition tool, webinar’s? But don’t know where to start? You’ve come to the right place.
Fears that it is difficult can be put to one side, because it really isn’t and can be achieved in 5 simple steps.
We’ve created a comprehensive 5-step guide for anyone to follow, no matter what webinar experience you’ve had previously. Below is step 1, and you can signup to receive step 2, 3, 4, and 5 at the end of the post and be conducting your very first webinar next week!
Step 1 – Thinking Of A Topic
The first place we must start is finding a topic that will attract your target market and entice them to show up.
Our overall goal for the webinar is to attract a number of engaged attendees that will be looking to hire your coaching expertise. With this in mind, we must ensure the topic is one that appeals to your prospective audience and more importantly, something they need help with.
The first mistake
Oftentimes, where many coaches get it wrong is they actually focus the webinar on themselves and how their strengths are able to help the client, as opposed to identifying the clients problems and doing a webinar on that and how you can help them with their problem.
By creating a webinar like this you are restricting the amount of attendees that could potentially attend by not listening to your audience and addressing their concerns and risk not having anyone sign up. There is the potential that no one is currently having problems with what you excel at.
We need to step into our clients’ shoes, and identify with them, understand what they are struggling with that is preventing them with what they want to achieve.
Finding Out Whether That Problem Is Worthy Of A Webinar
However, we can’t simply find all of our clients’ problems and conduct webinar’s on them. The key to identifying a topic that is worthy of a webinar is pinpointing the problems that come up repeatedly.
Concerns that are addressed frequently are the red flags that give you the confidence in knowing that there exists a demand for a webinar within that topic. Once you identify these concerns, providing you can deliver a solution to their problem, it offers the perfect starting point for creating and hosting your very own webinar.
How Can We Find Reoccurring Problems?
Thankfully we have an abundance of resources at our disposal to help us ascertain the very problems our clients are struggling with and what we could conduct our webinar on. Here are 6 of my top resources:
In terms of finding common problems, group discussions are a great way to see where the herd is moving. Two of my favourite group discussions are LinkedIn Group Discussions and a question website called Quora. Let me show you how to go about finding common problems using each website.
LinkedIn Group Discussions
Although it’s highly unlikely, if you haven’t yet been privy to Group Discussions, they’re a great way to share your professional insights and network with other likeminded individuals.
Although I feel the rise of its popularity has caused many of the discussions to be redundant, with too many people trying to leverage its marketing ability too much, there definitely exists a purpose for our problem.
You want to find group discussions that your prospective clients will be a part of. For example, if you were a leadership coach, you want to find the best Leadership groups.
What classifies the best?
It’s not necessarily the amount of members; I would argue it’s more about the engagement. The more engagement the better as it will give you a more accurate reflection on an overall common problem. Clarify this by going through the posts in the group. If its just people posting their own content, that not the best, but still useful! You want to find the ones with lots of engagement on a single post like the image below.
Figure 1 – If you look at this discussions, it was posted 6 days ago with over 1,000 likes and nearly 100 comments. This is great!
By default, most likely the discussions feed will be set to “popular” which will put the most interacted with discussions up the top. These are extremely helpful as the most popular discussions are usually topics a large number of people have trouble with. Read the comments, see what people are saying and if it is people giving their own opinion or looking for advice. If it looks like people have trouble with such a topic, this could be a potential webinar idea.
Be careful however, as sometimes the “popular” feed can be quite out-dated, this is why I always like to click on recent as well to see if there have been any recent posts that have gained a lot of traction.
Scroll through popular posts and recent posts to see if there are any repetitive group discussions being posted. Posts that are being repeatedly posted about could provide you with a potential webinar topic.
Gain greater confidence by visiting a few groups to see if similar problems are being confronted and answered. (Such groups and discussions are great potential avenues to market in, which we will discuss in step 3).
The reason why I like Quora so much is it can work in two ways. You can both research trending topics and also ask questions yourself.
To identify trending topics, go to quora.com and type in your topic of interest. In the example below I typed in something simple like leadership. For something more refined, simply type in more keywords. See if there are questions being asked a lot, similar to group discussions.
The number of “follows” tends to indicate how popular the posts are but not necessarily. If you find one interesting, you can click on it and see all of the answers that have been posted. These answers can give you some truly great ideas!
You can also ask your own questions and get other people to answer it for you. Maybe try to ask them about the common problems other coaches (in the same line of coaching as you) are seeing with their clients. This can offer useful insights to see if you are currently facing the same or different problems.
Utilising surveys is a great way to leverage your current pool of email contacts and clients to gain a better understanding about what they need help with the most.
There are many survey platforms out there, surveymonkey.com arguably being the most popular but other free platforms such: Typeform, Google Forms, Client Heartbeat,Zoho Survey, Survey Gizmo and Survey Planet.
A couple of tips when creating a survey:
Don’t make it too long. The most viable asset people have is time. They don’t want to spend an hour filling something out they will not be getting anything out of.
Let them know how short it will take. If it’s only going to take 2 minutes, let them know that! They might feel more inclined to help out that way.
Use Quantitative and Qualitative Answers. Although qualitative answers will most likely be the most beneficial, use quantitative answers at the beginning to show how quick the survey will be.
Asking the right questions can open up a lot of potential webinar topics so choose your questions wisely!
Reading articles can help you discover new ideas by simply giving you a different perspective on things. Whether it be on a blog, LinkedIn post or other website, seeing how many shares, and comments can indicate just how popular the article is.
Reading articles will not necessarily help you find loads of webinar topic ideas, but offers a useful resource of information to see what is currently said about the topic you may decide to do.
Oftentimes the problems we struggle with are actually the same problems our clients struggle with.
Don’t neglect this fact and explore it as a potential webinar idea. As mentioned in the previous example, if you’re unsure, do a bit more research with content articles and group discussions to decide whether it’s a worthy topic or not.
Buzzsumo is a tool content marketers use to help them determine “engaging content and outreach opportunities.”
Not only does it help isolate those influencers within the specified topic you choose, but also the type of content your audience wants to engage with.
With a simple search, you can discover content within your desired topic that has had the mot shares on social media (or a particular one) over the past year, 6 months, 1 month, 1 week or 24 hours.
With so many filters you can use, it is a simple tool to discover exactly what you need to find in the shortest amount of time. Use the information you find as a brainstorming solution to help you gather a variety of different ideas and then use other sources to see if you find other information that validates its demand.
Speaking With Your Clients
Without doubt however, the simplest and easiest way to discover your clients problems is by simply speaking with them directly.
If you don’t have access to your clients, then simply speak with your target audience.
When speaking with them, remember the types of questions they are asking. If it is a universal problem, you should realise pretty quickly as you will be asked it three, four, five times (even more!).
Chances are, if there are a handful of people asking you the same question, more people are actually struggling with that problem. And that’s the strongest indication of our clients’ problems.
When speaking with them, you shouldn’t probe them too much with questions. Just speaking about what they’re going through should be enough to get them to open up about their problems.
An example that always comes up in terms of leadership is how many people believe they need to be a better leader. A common question leadership coach’s get is “How Do I Become A Better Leader?”
If there is enough demand for particular problems such as this, then that is when you know that this is a useful topic to start to create your webinar on.
From here, we then need to take this topic and construct it into a powerful and attractive headline.
Constructing our headline is Step 2 of our five part series, and if you would like to gain access to it, as well as the remaining 4 steps, simply sign up below and we’ll send it to you in incremental instalments to allow you to continue to work on each step of your webinar in between steps to give you the best possible chance for it to be successful.
Look forward to speaking with you soon!
Michael’s our video and marketing guru. He will share insights on how to improve your video production quality and engage with your clients and mentees more via video.