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How to sell your info products before, during, and after webinars

If you sell info products, get these five ways to sell them with webinars. This guide shows you how to match your info products to the right audience.

June 12, 2020 by Cyn Meyer

These days, webinars are so widely used that you can pretty much pair them up with, well, anything.

Really -- from teaching and selling to surveying and engaging.

While your numerous webinar options may leave you confused, there’s one clear match-up that works wonders for your bottom line:

Your info products and webinars go together like peanut butter and jelly. 

If you’re wondering how to best sell your info products, we bring you five surefire ways to sell them with webinars. 

Since you already have too many choices when it comes to deciding how to best use webinars, let’s cut straight to the chase.

5 ways to sell your info product with a webinar

#1. Use your webinar as a lead magnet

Our first tip today for selling your info product with a webinar is to treat your webinar as a lead magnet to build a list of leads. 

20-40% of webinar attendees become qualified leads. Your webinar is a prime opportunity for converting registrants into customers.

Once you have your registrants’ contact info, you can sell an array of info products to your webinar audience.

Especially if you use the power of segmentation in your pre- and post-webinar email campaigns.

Check it out: 

Segment your subscriber activity, and you’ll experience a 15.69% higher click rate and 10.44% higher open rate. 

Segment your email campaigns by an interest group, and you’ll enjoy open rates that are 10% higher.

While your list of segmentation options goes on and on, the moral is short and sweet: segment your webinar registrants wherever possible and match your info product offerings to each segment.

For instance, let’s say you offer two webinars on the topic of Facebook advertising, one for beginners and one for more advanced advertisers.

You can segment your beginner webinar attendees into one group and the advanced attendees into another and sell them different info products related to their expertise level.

So, if you’re someone like successful entrepreneur and Facebook ad expert, Mojca Zove, you can offer your beginners a relevant info product like her Facebook Ads Manual: Everything you need to know to get started digital download.

And offer more advanced attendees other info products like Mojca’s online course The Science of Facebook Ads - Master.

The point is to use your webinar to attract and grow an audience, of which you can later sell relevant info products.

Once you have your leads (a.k.a., your audience’s emails), it’s time to sell to them in a series of sales emails, our next tip today.

#2. Send your webinar attendees a sequence of follow-up sales emails

A reliable way to sell your info products is to send a series of sales emails to your webinar attendees offering your info products again. 

Why email? 

It’s still the most preferred communication channel, with 51% of consumers wanting to hear from brands in an email over any other way.

Not only is email the preferred channel, but sending marketing emails to your audience is a profitable one, too.

The average return on investment (ROI) for email marketing is as high as 4,300%, so it’s worth creating an effective sales email sequence.

We recommend two major ways to do this right, which are getting your subject line right and using personalization in your messaging.

Firstly, as for your subject line, there’s a lot riding on it with 35% of recipients deciding whether or not to open your email based on the subject alone. 

To make sure you’re getting the most out of your subject lines, test them out. There’s no better source for finding out what resonates with your audience than your audience itself.

You can also use subject line testers, like Send Check It or CoSchedule’s Subject Line Checker, that let you enter your subject line and receive a score estimating the success of your subject.

But, again, A/B testing subject lines among your audience is the most accurate way to find out what works best with your audience.

When writing your subject lines, follow best email subject line formulas, like:

  • Ask an intriguing question
  • Teach through a “how-to”
  • Use scarcity and a sense of urgency

If you’re wondering how long your subject line should be, the average is about 44 characters

I wouldn’t go more than 60 characters, though, since most email clients cut off your subject line beyond that.

Once you get your recipients to click your open-worth subject line, it’s time for personalization to shine.

Just like your subject, personalizing is also a pretty big deal. 

So much so that 72% of consumers claim to only engage with personalized content. And on top of that, 91% of consumers are more likely to shop with brands that provide relevant offers.

So, try your best to tailor your message as closely as possible to your audience’s awareness level. 

For instance, when your webinar attendees think about their related problem, they have different awareness levels around solving it, ranging across these five stages of awareness:

  1. Really unaware
  2. Problem-aware
  3. Solution-aware
  4. Product-aware
  5. Most aware

It’s hugely important to address your audience’s awareness level and tailor your email messaging to fit their position. Otherwise, you risk selling an info product to someone who has no idea they need it, let alone want it.

That being said, you can use sales email templates as a baseline for your email content and then personalize your copy. If you’re looking for some templates to start with, check out these eight sales email templates.

The gist of it is to sell relevant info products to your webinar registrants using a series of follow-up sales emails that have an open-worthy subject and lots of personalization.

Waiting for a sale transaction in follow-up emails isn’t your only option, though. You can make sales during your webinar. Read on for the juicy details.

#3. Sell your info product during your (non-salesy) webinar

A third way to sell your info products through webinars is to offer your info products during the webinar presentation itself. 

This is typically offered at the end after you’ve unloaded a lot of value onto your attendees. 

Why all the value? 

To position yourself as a leading expert in your field and build rapport and trust among your audience.

If you’re wondering how vital credibility and trust are to your audience, the answer is very -- especially when it comes to winning that sale.

In fact, 67% of Edelman Trust Barometer respondents agree that without trust in a brand, they won’t purchase from it.

To make sure you’re building trust and credibility among your audience to earn your sales, the logic runs a little backward. 

Here’s what I mean: rather than focusing on selling your info product, the bulk of your webinar focus should be on providing your attendees with value. 

More specifically, help them solve one of their biggest problems and achieve a desired result during your webinar. 

After all, that should be the point of offering any of your info products for sale (not to mention, the point of your business in general).

The philosophy behind this goes something like, “If I’m receiving this much value for free, I can only imagine how good the paid stuff must be.” 

That’s ideally what your attendees will think after watching your webinar, anyway.

Another consideration is: if you think you’re coming off as salesy, you probably are. While only 17% of salespeople see themselves as pushy, a whopping 50% of prospective customers think they are.

So if you have an inkling of it on your side, your audience is probably picking up on it twice as much.

Speaking of not being salesy, our next tip helps you sell your info products without coming off as too pushy.

#4. Leverage a Q&A session in your webinar

Another effective way to sell your info products using a webinar is to include a Q&A session at the end of your webinar. 

Why include a Q&A in your webinar?

Not only do 92% of attendees want a Q&A session at the end of the webinar, but it’s also an opportune time to overcome any objections to purchasing your info product.

In other words, it’s a chance for you to get rid of any hang-ups that your attendees might have by answering their questions and clearing out any hesitations.

Which is a big deal considering your success rate is 64% when you understand and overcome objections. 

So, it’s worth leaving enough time at the end of your webinar to answer all of your attendees’ questions. 

When you do this, go beyond simply answering your audience’s questions. Keep in mind the top objections that you come across when selling your info products and work those angles and explanations into your answers.

It’s also worth noting that planning enough time for a Q&A after your presentation, without spilling over your allotted webinar time, is vital.

The reason is one of the biggest webinar mistakes to avoid is not respecting your audience’s time. If you want to build credibility, start and stop your webinar on time (including your Q&A), so your attendees can go about their day. 

To refrain from disrespecting your audience’s time -- and killing your credibility -- rehearse your presentation enough times, so you know how long it is. Then add on time for the Q&A session.

If you’re wondering how long your webinar should be, shoot for somewhere between 45 and 60 minutes. BrightTALK, a webinar platform used by big names in marketing, records an average webinar length of 39 minutes.

Regardless of how long your webinar ends up being, the main takeaway is to reserve a Q&A session at the end, as a space for handling sales objections by answering your audience’s questions. 

On the topic of overcoming objections, there’s one surefire way to remove friction from purchasing your info product -- and that’s a good success story. 

#5. Feature success stories in your webinar

Our final tip today for selling your info products with webinars is to highlight an all-star customer in your webinar who’s achieved the desired result your audience wants.

Put another way, include impressive success stories as testimonials. 

Testimonials are an ideal way to show off the results that your info product delivers without you having to brag about -- or make a hard sale for -- your product. Just let your success story do the selling for you. 

In the same way that publishing reviews on your site can boost your revenue by 62% per visitor, highlight success stories in your webinar to serve as testimonials, which will help you sell your info product.

If you think online reviews aren’t as good as personal recommendations, think again. 85% of consumers trust online reviews just as much.

To do this right, though, it’s important to be authentic in your storytelling about your past all-star customers. 

That means no fluffy exaggerations that border telling white lies. Your audience will see right through it.

Just like salespeople need a good look in the mirror to better understand what their audience sees, the disparity between marketers’ and consumers’ perspectives is equally wide. 

While 51% of consumers think less than half of brands create authentic content, an alarming 92% of marketers think nearly all of their content resonates as authentic. 

Basically, use real people (with permission, of course) with real stories and real results, as featured testimonials in your webinar. 

Get the latest webinar tips

Leverage webinars to sell your info products and grow your business

With countless options for using webinars in your business, we help you sift through the noise by bringing you five proven ways to use webinars to sell your info products. 

To sum it up for you:

  • #1. Use a webinar as a lead magnet, where you attract an audience that you can later sell related info products to.
  • #2. Sell relevant info products to your webinar attendees and registrants in follow-up sales emails. Leverage personalization and great subject lines in your campaigns.
  • #3. Sell a relevant info product to your live webinar attendees during your presentation by focusing on providing value rather than selling.
  • #4. Use a Q&A session at the end of your live webinars as a way to overcome sales objections for purchasing your info product.
  • #5. Include authentic success stories in your webinar presentations as a testimony to the results your info product delivers.

Happy webinar selling.

(P.S. If you’re looking for a streamlined way to sell your info products -- including your webinars -- Podia’s got your back. Just access the all-in-one goodness on the other side of this 2-week no-obligation trial.)

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