127: STOP Running Out of Leads, START Booking Out Your Webinars and Calendar

More Than Social Podcast

When it comes to marketing your business, having a solid strategy is KEY. Today, we're going to dive into an incredible case study that highlights the power of a well-executed lead growth plan. We'll be looking at the journey of one of my clients, a successful accountant, and how she transformed her business by implementing proven marketing tactics. Defining Your Target Audience: To market your business effectively, it's important to define your target audience. Our accountant client understood this and took the time to truly know her audience - female entrepreneurs. By identifying the specific group she wanted to work with, she was able to tailor her marketing efforts to their needs and preferences. Solving Your Customer's Problems: The next step in the process is to identify the problems your target audience faces and position yourself as the solution. Our accountant client understood that accounting may not be the most exciting topic, but she discovered a way to make it more engaging. Instead of focusing on balance sheets and profit and loss statements, she highlighted how her services could help female entrepreneurs keep more money in their business and make more profit. By reframing the conversation, she was able to capture the attention of her target audience. Crafting a Compelling Webinar: Webinars can be a powerful tool for attracting leads and converting them into clients. Our accountant client discovered the value of running webinars regularly to educate her audience and showcase her expertise. She positioned her webinars as free coaching sessions or masterclasses, which added value and built trust with her audience. By providing valuable content and showcasing her ability to solve their problems, she was able to generate interest and conversions. Promoting Your Webinar: Now that you have created an engaging webinar, it's time to promote it effectively. Our accountant client utilized a multi-channel approach to reach her target audience. She combined offline marketing tactics by mentioning her upcoming training in conversations and email signatures. On the online front, she ran paid ads targeted towards her ideal audience, utilized organic social media marketing, and leveraged her email list to invite her subscribers to the webinar. By diversifying her marketing channels, she was able to maximize her reach and increase her webinar registrations. The Power of Storytelling: An essential aspect of any webinar is the ability to engage and connect with the audience. Stories captivate the audience's attention and make the content more relatable. By sharing stories that align with her target audience's experiences and pain points, she was able to build a stronger connection and create a memorable webinar experience. The Soft Pitch: At the end of the webinar, it's important to make a clear call to action. Our accountant client recognized that selling doesn't have to be pushy or uncomfortable. By focusing on the value she provides and how she can help her audience solve their problems, she made her pitch more compelling. She offered a solution tailored to her audience's needs, such as booking a call to explore how she could help them further. By aligning her offering with the educational content of the webinar, she effectively converted attendees into clients. Scaling Your Webinar Strategy: To continue growing her business, our accountant client focused on scaling her webinar strategy. She explored different avenues to attract more people to her webinars, such as increasing organic social media promotion, attending networking events, and growing her email list. By consistently expanding her reach and nurturing her audience, she was able to increase webinar registrations, conversions, and ultimately, her client base. By defining her target audience, identifying their problems, and positioning herself as the solution, she was able to attract high-quality leads. Through engaging webinars and effective promotion, she converted those leads into clients. By continuously refining and scaling her strategy, she experienced significant growth in her business. Remember, marketing isn't about being pushy; it's about providing value and building meaningful connections. So take these lessons, apply them to your own business, and watch your success soar. We talk about:

• 0:00 Intro
• 2:12 Who are you talking to and what problem are you solving
• 4:45 How are you the solution for your audience
• 5:28 Strategy of webinars
• 7:50 How to market your webinar online
• 11:36 The most powerful shift you can make in your webinar delivery
• 11:53 Selling your offer at the end of the webinar
• 13:28 How to get more people into your webinar
• 14:40 How to grow your email list
• 17:04 Leading with value
• 17:36 My client's results
• 19:04 Spotlight Theory

Resources

• Spotlight Theory: https://learn.lisaanne.ca/

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