How to Price Paid Webinars Using Q1 2025 Poland Data (Full Transcript)

[00:00:00] Speaker 1: Hi, this is Paweł from ClickMeeting. Welcome to the second lesson in our Click Academy of paid webinars. Yes, this holiday shirt is not random, but in our case, holidays mean, above all, maybe knowledge that will allow you to earn, earn in the season, but also earn in the holidays. This lesson is very important because it has such an inspirational, motivational character, but it will also be based largely on the data that I will present to you in a moment. What is important, this data comes from our report, from the report on paid webinars on the Polish market, so we will be operating on fresh material and on very reliable material. What are we going to talk about today? First of all, find out how much you earn on paid webinars. I already mentioned this during our kick-off. During the first live meeting. But I think the most important thing and what will interest the largest number of organizers of online events are price strategies that allow you to earn as much as possible. And these strategies, as I mentioned, will be based on hard data. We will also talk for a moment about the industries in which paid webinars are created and about the topics of paid events, i.e. actually about titles, but also upcoming webinars. We will also talk about the information that allows you to earn as much as possible. And as I mentioned, all the data that we will discuss, they come from our report on paid webinars in Poland. This specific report concerns the first quarter of 2025, so it is fresh. You can scan the QR code, you can also go directly to the ClickMeeting website and there in our knowledge base you will find this document, but also other documents. Here there will also be some data from our other reports and analyses. Well, let's move on to the specifics. This information appeared earlier, but I would like to repeat it because it is really very important. As you can see, a paid webinar allows you to earn even more than PLN 100,000. And here we are talking about a single event. So you could summarize it like this. An hour of work, PLN 100,000. PLN 100,000 falls into the account. Of course, to achieve such a threshold, you really have to try and you also have to imitate these best creators. But in fact, almost every paid event can turn out to be quite a good financial success. We will go to the average, which is over PLN 3,000. This is the average income from a live event on ClickMeeting. However, as you can see, this does not really limit only to one event. The record holders in this first quarter only earned over PLN 400,000, creating various types of paid events. Of course, the greatest income is generated by complex training courses, which often consist of a few, a dozen or even a dozen events that take place in a fairly long period of time. However, what will interest us the most today, because we will be talking about price strategies, is the average ticket value. In the first quarter of 2025, it earned PLN 106. And this will be a reference point for us during discussing various types of price strategies. Here are the data I mentioned. The average for one event is exactly PLN 3,283. So, let's say, when you start your webinar business, you will probably be able to count on such an income statistically. And in such a paid event, 31 people usually take part. Well, considering that this is an event that you have to pay for, this is a really good result. However, here is also important information for you, and as you can probably expect when it comes to the frequency of these types of events, when it comes to paid events, it is always definitely higher. Because users who have decided to buy, who have paid for your knowledge, will certainly want to take advantage of this knowledge. Now let's move on to price strategies. We divided it into three main groups. The first is the standard prices. This is in our view, in a moment we will discuss it on specific examples, PLN 80 to PLN 200. And here, as you can see, the average price of a ticket, which is PLN 106 in the first quarter of 2025, and as it results from our data, comparing it with other reports, this price is more or less at such a level. So you can say that PLN 100 is a typical entry for a webinar that is quite popular, quite wide in terms of reach. However, more and more users, more and more clients in ClickMeeting, decide on slightly different sales models. So instead of proposing such standard prices, which most address the needs of a fairly wide range of recipients, they decide on high-ticket offers. And here we would come to the conclusion that usually these high-ticket offers start at such a threshold of PLN 500. You will see in a moment, there are actually quite a lot of these webinar creators, who are selling tickets for PLN 500, PLN 600, PLN 700 or PLN 800, but there is even such a category of ultra-premium, where there are no strange prices of tickets that amount to PLN 1,000 or more. When it comes to these price strategies, I will also mention two phenomena, such as the pool of tickets with price escalation. This will be the subject of one of our next lectures. I will show you how to do it, because it is important information for you. Rarely, in fact, are the prices of these tickets constant. Usually, the creators of paid webinars for ClickMeeting decide to create various types of promotional actions that encourage their recipients to buy tickets at a certain time. And you will also do it. Thanks to this, you will increase your sales in total and your profits in total. And an important issue is automation and scaling. Here I have one interesting example, which I also talked about a week ago. Let's take a closer look at it. And during one of the next lectures, I will show you how to practically earn more step by step through the automation of events and through the skillful use of live recording of events that are already behind you. The first strategy. Standard prices, i.e. as I mentioned, PLN 80 to about PLN 200. Here you have a few examples. Despite my not very advanced mathematical skills, I counted the average. As you can see, here, in general, around PLN 100, this average ticket is maintained. PLN 98, PLN 90, PLN 110. But on the other hand, look at the fact that there are also offers with a much lower price threshold, PLN 65, or here a very profitable webinar, which was addressed to teachers, concerned with issues related to teaching methods. 487 tickets were sold. This income was PLN 14,610, while the average price of a ticket is PLN 30. As you can see, even lowering the price of a ticket, when you have a very large group of recipients who are eager to participate in events, you can make a lot of money. And here you can also see such a direct dependence between the prices of tickets and the number of participants. Always, regardless of what strategy you are creating, it really depends on you to balance it well, so that the price is encouraging enough to mobilize as many of your recipients as possible to buy, and on the other hand, so that it does not paralyze these recipients or make them refuse to participate in the webinar. And when to use such a standard strategy? First of all, when you expect that a lot of recipients will actually appear on your webinar. These are very often events with a slightly less practical profile or concerning a little more general issues. They will naturally be more detailed than, for example, these free events that you will use in the form of such a lead magnet. We will talk about this, to be honest, during the lesson on the machine of earning. However, very often these most detailed issues or issues requiring the most practical look or conducting some workshops are already these offers that are price-wise placed definitely above this level. Branches? In fact, all of them. We see here medicine, education, also such a more lifestyle industry related to personal development, or various types of expert webinars. So this strategy fits perfectly for each industry. And also it is probably recommended at this point, if you start with webinars, you do not yet have the feeling of your group of recipients, if you have, for example, some kind of community and you do not know how much it will convert, how much it will be willing to buy your webinars, then you can assume that these around 100 zlotys, this is the value that consumers, recipients on our market are now very eager to dedicate to their development and take part in such a one-time webinar. The second strategy is the high ticket. As you can see, here we already have 400, 499, 736, 876 zlotys, and in fact you can go even higher. One of our clients sells, we should classify him for this group ultra-premium, there in the vicinity of 2,000 zlotys each from tickets for such individual master classes, which have a very high value for his group of recipients. And here it is easy to notice that the price of tickets is increasing, but on the other hand, there is already a very limited group of participants, if there in these events in the first standard group we often deal with a few dozen, and even a few hundred people take part in such webinars, there are more than 15, 25, but pay attention to training regarding a very practical issue of designing technical installations, 52 people took part there, for 499 zlotys they bought tickets, which gives a total amount of 25,948 zlotys. But again, we have here practically a full section of the industry, although here niche industries or types of events which require closer contact between the organizer, the host, and the recipients, can definitely allow themselves to offer high-ticket offers. In fact, it is also about the value that you provide to your recipients. If you provide the type of content that from your point of view and of course from their point of view provides a very high value, then you can be tempted to offer a high-ticket offer. People who create paid webinars for ClickMeeting started from standard offers, from such quite widely covered paid webinars, which were just ticketed in the amount of about 100 zlotys, 200 zlotys, especially when they have already developed such a wide group of loyal recipients who have been with them for a long time. They go more to such principles of master classes, where they collect a very narrow group of recipients who pay them definitely more money for very practical classes. And here it works great in coaching, specialist training, expert knowledge, where you really provide a very high value. And here we also include this ultra-high value segment, i.e. above 1000 zlotys can also be earned on such events. Although these values, as I mentioned, often result from the fact that many paid organizers for ClickMeeting, through our ticket system, which is very easy to configure and we will talk about it in the next lesson, book entire complex courses and trainings. It is not necessary at this moment to use any LMSs, any systems to manage educational content, without any technical knowledge you can sell access to your trainings, which often consist of many events. Of course, they can also, apart from such standard paid webinars, include, for example, consultations in the form of safe meetings, which are also available on ClickMeeting. And in this category, there are also such events if you are with us, if you were at KickOff, it is already known to you. Namely, in what way to increase the income even more after the end of the event live. This is a great example. A conference for coaching experts, which took place live. As you can see, it was very successful. 881 tickets, that is, so many people took part during the live meeting. 109 zlotys per ticket. Let's take a look at our canon, very close to the average, which is 106 zlotys. And already, this first live event brought an income of 96 thousand zlotys. However, later, this organizer decided to go one step further and started selling the recording of this webinar in the form of a request. We will see, of course, how easy it was. And he sold access to this recording exactly at the same price, i.e. also for 109 zlotys. And the result, an additional 38 thousand zlotys. In fact, based only on the content that has already been created, prepared, even without the need to have any technical skills, you can multiply your income in this form. But now, why are these leaders able to make so much money? This is certainly a question that many beginning organizers ask themselves. And in fact, this question should sound as follows. How to choose a webinar topic? Let's take a look at it now. First of all, and I would like to repeat it again, although I repeat it all the time, the webinars of experts of each industry create online events, including paid events. Here you can see training and consulting, marketing and sales, education, medicine. Medicine is a very interesting industry, by the way, when it comes to online events. We have already looked at it and we will look at it in a moment. What do these paid webinars concern? Here you can see a list of webinars and the basic conclusion that flows from it. Basically, they concern everything. That is, every knowledge that your recipients want to acquire is the knowledge that you can earn. On the one hand, this is very hard technical knowledge, as we mentioned, for example, issues related to installation design, when we have a lot of programmers who share their knowledge and how to program. On the other hand, this very intensively developing medical sector, in which the practical duty of medical professionals is continuous training and more and more often it takes the form of online, which is much more flexible and much more effective in many cases. Even such specialized courses on the service of medical equipment are currently online. For example, courses on microeconomics, statistics, mathematical issues, of course, also corepetitions, matural repetitions, and on the third side, typically lifestyle issues, running trainings are also held in the form of paid webinars. Issues of spiritual development, issues of care for animals, children, these are also webinars that break records of popularity. The whole process is really simple. For sure, there are a lot of people somewhere on the other side of the internet connection who are ready to pay you for your knowledge. But in order for them to reach you, of course, you have to get to them with a good topic at the right time. We will devote the entire second block to this topic. We often hear that you are afraid that the topics of these paid webinars will simply not be convincing for your audience. The current topics will help you find a few tools. First of all, you are experts in your area and you certainly know what others would like to know. However, such an inspiration can be, for example, Google Trends, which is a tool that is completely free. It can help you find, for example, seasonality, i.e. in what periods they are most popular or by filtering after thematic blocks to see what is most popular in your field of knowledge. Such tools as, for example, Polish Senuto can also be helpful. This is a tool used primarily by SEO experts. However, it, among other things, can also be used in search engines when they come to them with some problem. This can also be an inspiration for you because you will see similar keywords, but above all you will see how your potential customers think. Thanks to this, you will also be able to act better in terms of promotion, create content that will be better positioned in the search engine, but you will also find a lot of interesting topics to offer your users. And on this basis you will create effective titles of your webinars. I'm not hiding here. We will, although we will only touch on this topic, but already earlier in our ClickMeeting marketing webinars we talked a lot about artificial intelligence and how you can use these language models that are so popular in your work, as organizers of online meetings or as marketers. You will learn in practically every sector that it will be useful for you. And here, too, with the help of such tools we have developed tips for you on how to create effective titles. Here, this pattern is based on several basic points. First of all, you have to point out specific benefits. If you show a practical perspective, that is, you will say to someone how to create practical things, how to solve practical problems, how to achieve some goals effectively, it will speak to the imagination of your audience. Exclusiveness is also important. You will prove that you reach a specific group of people and thus you will build a belief in them that they will belong to a group that is ambitious, who wants to train, who wants to be a leader. The actuality of the topic is another important factor and we have already talked about it with Google Trends. If you get along well with the topic in a period when this topic is most on time, you will be able to count on the highest frequency during your webinar. It is also worth emphasizing your authority, that is why the word is so popular, because it shows on the one hand that such an event will have a practical character, that it is also addressed to a specific group of people who will be together on some issue, but on the other hand it also shows that the person running such a master class is an expert in his field and offers really unique knowledge and unique practical views. You can use various phrases that will emphasize how important this meeting is or above all how important it is not to miss the knowledge that will be conveyed during this event. And we have a few examples on various topics of webinars in individual thematic blocks, in individual industries that create webinars for ClickMeeting. As you can see here, AI has divided it into two blocks, which shows that we are always dealing with two groups of paid webinar recipients. On the one hand, it is medical specialists and for them such an interesting topic can be a revolution in different diagnosis from the phenomenon to precise recognition. But on the other hand, there are many specialists on this topic. For example, medicine of the future in your home, technologies that change lives. None of us are really interested in this type of technology, despite the fact that not many of us are representatives of medical professions. And this is also the effect of analyzing events such as veterinarians. A very interesting example and indeed a lot of events for veterinarians, for people employed in this industry, but also for animal owners. On the one hand, small animal surgeons, innovative approaches and proven protocols. This is of course the content that is addressed to veterinarian specialists. There are more of these proposals, you can of course look at them. In any case, we are primarily concerned with capturing this mechanism that will allow you to create effective topics and titles of webinars. Psychology and personal development is another very interesting industry and there are really a lot of paid webinars in this category. It is created for clickmeeting for therapists. Such a proposed title is for those who are interested in these issues but are not specialists in the field of psychology. Psychology of success, scientific principles of achieving goals, business and management is for example leadership in the age of digital transformation, the competence of the leader of the future. Here we see such a division for managers and entrepreneurs. For example, an interesting title would be automation of business processes. For service companies. As you can see, what connects all these issues is a very large concretization. Already reading the title, the user is able to determine who this event is addressed to, what it will be about and what specific value he will be able to achieve thanks to this event. The same depends on the next industry that we have separated, i.e. education and development. In fact, this is probably the most important industry, because there are users who not only teach very specific, meritorious issues, but also teach others how to teach. And many creators of paid events for ClickMeeting, but also many teachers who, for example, work every day in various types of educational facilities and after hours they imagine themselves in the organizers of paid events also use this knowledge, so that they can teach teachers with great experience. And here you see, for example, the latest trends in education, neuro-education, how the brain learns the most effectively, gamification in education, inclusive education. Here, the relevance of topics is very high and again there is a full range of topics that on the one hand are addressed to the most advanced teachers, and on the other hand to people who, perhaps, they do not have, but they want to acquire them in order to share knowledge, for example, through paid webinars or generally through online events. And probably the last category is technology and innovation. A very intensively developing industry, which we all know perfectly well. Finally, also through technology we are able to share knowledge and I can also share my knowledge with you about online events. Here we see a lot of key words that appear already in the titles. Cybersecurity for small companies, artificial intelligence in business practice. On the one hand, we have strong keywords, on the other hand, very strong benefits and very clearly drawn groups of recipients of these content. Thanks to this, your recipients, your target groups will be able to quickly diagnose that this event is for them and will bring them a moderate benefit, a moderate value, because this is the golden rule that you have to stick to and we can clearly see that the most profitable creators of online events care about the value that your recipients receive. That's all for this lesson. Thank you very much for your attention. I hope that I have managed to convey a lot of motivation and show you, above all, very practical data that will allow you to shape good price strategies in the context of webinars. Of course, I remind you that this is theoretical knowledge, but it must have practical application. Therefore, if you haven't done it yet, if you don't have the ClickMeeting account yet and you want to try out our platform, you can use this code, set up a free account. You have up to 30 days without any obligations, without submitting data cards to try out our platform. And now they are available as part of this free trial period. There are also all the functions, almost all the functions, that concern creating paid events and earning money on online events. This will allow you to get to know our platform well and prepare for this business and training season, which is already around the corner. See you at the next events where we will look at very practical issues. In the next lesson, I will only mention that we will have an online event and I will show you everything that you need from the technical and organizational side to make money on your knowledge through paid webinars on ClickMeeting. See you.