If you run a blog or website, chances are you’ve heard of ClickFunnels. The funnels are used to promote, market and grow businesses online. We’ll use the tool to create a proof of concept (POC) webinar that launches our careers as marketers and copywriters.

What is a POC webinar? It’s a short, live video where you present a business idea or offer to an audience. You talk about the technology, benefits, pricing, and more. When you’re done, you click a button and the recording automatically launches on your behalf. It’s similar to a webinar, but without all the hassle of scheduling, registering and hosting a webinar yourself.

In this article, we’ll show you how to set up a POC webinar with ClickFunnels, how to choose the right topic, and the exact wording you need to use to get the most out of your marketing dollars. Let’s get started.

Step One: Select a Topical Theme

As the name implies, a POC webinar is a trial run or proof of concept. This means that you’re essentially establishing a baseline of what works and what doesn’t in terms of conversions and engagement with the audience. When you launch a successful POC, the next step is to roll it out to a larger audience and see how the results compare in size and scope to the original trial run. 

Choosing a topical theme for your POC is essential. This is the hook that will attract the interest of your target audience. The best way to find the right topic is to ask yourself questions about what you’re passionate about. For example, if you’re an entrepreneur, product creator or an investor, you could choose to host a POC about entrepreneurship, product creation or investing. 

Step Two: Choose a Marketing Objective

After you’ve selected a topical theme for your POC, it’s time to choose a marketing objective. This will guide the structure of your presentation and the content you include. There are four main marketing objectives that you can choose from:

  • Attracting New Customers
  • Enhancing Existing Customers
  • Boosting Product Awareness
  • Growing Sales

Each one of these objectives will influence the structure and content of your presentation. Let’s take a closer look at each one.

Attracting New Customers

With this objective, you want to present your business idea or offer in the most compelling way possible. You want to grab the attention of potential customers and inspire them to learn more about your offering. To achieve this, you need to thoroughly understand your target audience’s problems, questions and needs. These are the people that you’ll eventually aim to sell products or services to, develop relationships with, and eventually, become repeat customers.

For example, if your target audience is digital nomads who want to make money online, you could start your presentation by discussing the struggles and the questions they might have about making money online. You can also discuss possible solutions to these problems. In addition to motivating your audience, this approach will make it easy for them to find your product or service when they’re ready to make a purchase decision.

Enhancing Existing Customers

By enhancing your current customers, you’re aiming to grow and improve their experience. You want to make sure that they have everything they need and that their experience is as good as possible. To achieve this, you need to look at everything from pricing to delivery and follow-up.

For example, let’s assume that you’re enhancing your current customers by providing them with an online store. When they visit your website and make a purchase, you’ll present them with special offers via email to entice them to come back for more. You might also let them know about upcoming sales or events via email marketing.

Boosting Product Awareness

If you already have a brand or business, you can use this objective to help educate your customers about your products and services. For example, if you’re the founder of a digital marketing firm and your target audience is mostly made up of digital marketers, you could use this opportunity to educate them about the various approaches to online marketing and the role that you play in this realm.

The information that you provide will vary based on the format of your presentation. If you’re speaking at a barbeque cook-off, you might choose to educate your audience about the importance of proper resting and preparing your meat. However, if you’re speaking at a marketing conference, you could opt for something more abstract and theoretical. Regardless of what you choose, make sure that your marketing material is well-balanced and that you cover all of the important aspects of your product (or service) and its benefits.

Growing Sales

This is the most direct and straightforward of the four marketing objectives. Simply put, you want to grow your sales as much as possible. To achieve this, you need to follow the tried-and-true strategy of increasing your sales with the right product combined with an engaged audience. Make sure that you emphasize this in your introduction to your presentation. 

For example, if you’re a financial advisor and your target audience is made up of small business owners, you could start your presentation with a discussion of how to best serve your customers financially. You could then introduce your product or service and explain how it can help your customers.

Now, you don’t need to commit to speaking at every single marketing event that you’re invited to. You can use this strategy to gradually introduce your product or service to your target audience. When they finally discover it and are interested in learning more, you’ll have created a steady stream of sales and leads that you can convert into paying customers and happy stakeholders.