In this Webinar Funnel Framework breakdown you’ll see the exact process of how to run evergreen webinars that help you automate the entire sales cycle.
Over the years I’ve worked with many companies who use webinars to grow sales for their business, but there were common problems I kept noticing.
The webinars themselves were seldom the issue. It’s the process and promotional strategy that surrounds the webinar that makes them less effective. This usually leads to companies producing several webinars in hopes to increase sales. The good news is I have a better and more effective way for you.
Truth is (for most) you only need ONE really good webinar and an excellent marketing campaign in place designed to maximize and automate conversions.
Naturally you should split test your ads and landing pages to get as many signups as possible. One simple strategy you can implement is an exit popup that displays the available times of your webinar and lead them to continue the registration process. This simple technique should help you get a 10% or more lift in your conversions.
Also make sure you add the abandoning visitors of your landing page as a separate marketing segment. That way you can share different ads that demonstrate the value of what’s included in the webinar in hopes to get them to come back and register.
The follow up emails you send after someone registers for your webinar is absolutely critical for getting the maximum number of people to join your webinar. If you want to be fancy you can also setup a Facebook retargeting ad with a thank you message that offers support or outreach. This helps establish another touch point.
The first 2 emails you send just include links to the webinar, when it starts and other important information your potential attendee needs to know. It’s also good to send a thank you email showing your appreciation for them taking their time to join your webinar.
These next 3 emails are what will dramatically impact how many people actually join your webinar. I call these emails the 3-1-NOW. These are emails you send the day of the webinar. You should send an email reminder 3 hours, 1 hour, and when the webinar starts.
If you don’t know what to include in your email don’t worry. I include email templates in my Free Webinar Funnel Framework you can get right now.
The primary goal of your webinar is to get attendees to buy your product or service. The easiest way to improve conversions is to have a unique offer only available to those who join your webinar and make sure it has a deadline! There are technological ways to ensure this process works on a person-to-person basis. If you have questions about how to do this ask me in the comments section.
Also make sure you have a retargeting campaign setup that attempts to convert people abandoning your shopping cart or checkout page. You can also implement another exit popup that reinforces the scarcity of your limited time offer to encourage them to take your desired action.
Here’s where this strategy get’s interesting….
If a webinar attendee doesn’t convert or abandons your webinar you need to get them to register for your webinar again. Especially if you’re webinar is great at generating sales. The best way to do this is with a series of 3 emails letting them know you’re running another webinar with a deadline to register . This technique alone will help you recoup at least 15% of lost sales from the initial webinar. I have email templates for this too in my Free Webinar Framework you can get right now.
Where most companies fail when running a webinar is engaging with their new leads post webinar. This is your best time to generate the majority of your sales. You need to emphasize the scarcity of the offer you made in the webinar while delivering value at the same time. The best way to do this is to create videos that address issues or problems your prospects face and how your product or service solves them.
Here’s a few ideas:
Make sure your videos are on landing pages that include a CTA to buy your offer with a count down timer. This is a subtle way to let them know the clock is ticking. Just like all the other landing pages. I also highly recommend using exit intent popups.
Contrary to popular belief you need to send a new email everyday. I know this is “nontraditional” but it works! Stop being afraid of people unsubscribing from your email list. The point is to drive sales not lead numbers. You want to maximize the number of touch points you generate with your potential customers and this is a brilliant way to do it while creating value.
The last part I want to mention is how important it is that you harp on your limited time offer coming to an end. Also make sure you remove the offer when the timer is up. Because if you don’t you’ll come off as spammy.
Remind them every day until the last day that the offer is coming to an end. You can also send multiple emails the very last day (one in the morning, one in the afternoon, and a last email a few hours before the timer ends.)
Most are afraid to send this many emails. I have no idea why especially when it works so well. The reason this campaign is so successful is because you’re generating several touch points in a condensed period of time. Utilizing scarcity influences your potential customers to take your desired action during a set period of time. This give you the ability to scale your business with predictable results.
Well, that’s all I have for you today. If you want this framework to implement for your business or clients then make sure to download my free Webinar Funnel Framework.
Feel free to leave me any questions in the comments section.
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