Tuesday 12 August, 2014

Email Marketing – The Power of Webinars as a Free Gift

In order to get people to sign up to your list, you need to offer them a free gift. This is the incentive you give them for handing over your name and email address. People are afraid of getting spammed to death and that’s why they don’t like to give this information out.

Even though you’re offering something for free, that freebie needs to offer high value. There are lots of freebies online and, as I mentioned, people don’t like handing over their name and email. A great way to get people to sign up is to offer a webinar as a freebie.

What Is a Webinar?

A webinar is an online seminar. Everything is virtual, so you use a platform like Skype and your attendees join by logging in. You can then teach your attendees how to do something, take questions, and offer other ways to make it interactive. Webinars are extremely popular online and many people feel they’re more effective at teaching than regular web content because of the interactive element.

Sell Your Webinar with Scarcity

A webinar is considered valuable all by itself, but there’s a simple way you can make it even more enticing for your would-be subscribers – add an element of scarcity.

Scarcity is a technique that has been used by marketers and salesmen for as long as anybody can remember. When you see ad copy that says, ‘limited stock, order now,’ or ‘this offer only good until Sunday,’ it makes you want to leap for the credit card. If you wait too long, the offer will disappear.

Scarcity works particularly well for webinars for two reasons. One reason is that there actually is scarcity involved. You need to set a date for the webinar. This means you need to fill the seats by a certain time, and thus there’s a time limit for signing up. There are also a limited number of seats for attendees.

The second reason is that it’s free. There’s absolutely no reason to hesitate. You don’t even have to pay anything. You can sign up and cancel with no negative consequences.

Building a Strong Relationship from Day One

Your opt-in gift needs to be good because it’s the first impression a subscriber has of you. If you offer a free eBook that’s just a bunch of old content pasted together written by a random guy on Fiverr, this will actually work against you. You’re not offering a valuable freebie but instead a free piece of garbage. You’ve set the bar low for your subscribers’ expectations of your email messages and you’ll be lucky if they don’t unsubscribe immediately.

A webinar is not only higher quality, but it’s a change to get some interaction going with your subscriber before they even see your first list message. This is golden for relationship building.

It’s much harder to put on a webinar than to create an eBook, but the benefits far outweigh the work involved. Plus, after your first successful webinar, you can offer another, and another, and so on.

Bob Steele

Bob Steele is an entrepreneur, software developer, marketer, and author living in the Denver metropolitan area. He’s an avid outdoorsman who loves skiing, hiking, fishing, boating, and just plain having fun. His interests include games, space, technology, physics, cooking (well eating actually), economics, business, internationalism, and team sports. With over thirty years of professional consulting experience, Bob has been exposed to many diverse business models and has gained a sensible approach to life. Bob’s company, WaveCentric is focused on commerce, marketing, and entertainment related products.

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