If you sell your expertise (digital products, courses, coaching) and you don’t have a webinar funnel, you are leaving money on the table.
Building the perfect webinar is a bit of art and science.
Businesses across ALL industries are using webinars to turn cold leads into paying customers.
Once you have practiced your webinar presentation enough live, you can turn your webinar into an automated webinar that promotes your program 24/7.
To create the perfect webinar and get the best results, follow these simple steps:
Write webinar outline
Create webinar slides
Write Facebook ad content
Write registration page content
Write webinar email sequence
Create order form page
Hook up order form page to shopping cart
Don’t forget to tag subscribers in your EMS
Webinars are online presentations that run for 60-90 minutes.
The very first step for a prospect when they enter your webinar funnel is an ad, or a link to your registration page from within an email.
The ad will take them to a page that asks them for their email address. It doesn’t ask for anything else except an email address.
This page has to get people to take notice and when you’re trying to get people to register for your webinar, you want people to take notice quickly.
The National Enquirer does this brilliantly.
Here’s an example:
Every single headline is brilliantly pulling you towards it in order to read it.
Online marketing and advertising are no different. You have to know how to get someone to stop what they are doing and click.
The ad below says “Get more traffic with Pinterest” That grabs attention.
The post below doesn’t look like an ad. It looks like a Facebook post I might read while scrolling.
In the copy she talks about the “secrets” she will reveal during her workshop. Finally she lures you with a great graphic that has a strong headline that really calls out at the reader.
Ultimately the ad headline is: Online Workshop - Close clients with a proposal THEY pay for.
After clicking on your ad, your lead hits your webinar registration page.
Set up your webinar registration page
Now that you’ve created some ads, it’s time to create and publish a webinar registration page.
This registration page has two jobs - to create curiosity and ask for an email address. Your headline has to create so much curiosity that the reader is HOOKED and signs up immediately.
Your goal is to get them believe in one thing. The entire webinar method below is made up of many steps but through the presentation you are trying to get your audience to wrap their head around is a new singular idea.
As Jason Fladlien said, (this guy has sold over 100 million with webinars) “the idea is to have a single point of belief, that your message is built around and is emphasized over and over again from different angles.”
To get your audience thinking about that one main goal, you’ve got to hook them on it right here at the webinar registration page.
One of the best ways to create a hook that lures readers in is by using a copywriting formula like this:
How to ______ without ______.
The Secret to ______ without _______.
Here’s a webinar headline to show you how you can craft your own:
How to get 100,000 email subscribers in six months without spending a dime on paid advertising.
Below are two examples of webinar registration pages that are converting at a million dollars a year or more.
Thank you page
After subscribing to the webinar, send the subscriber to a thank you page that doubles as a sales page for a low cost offer (self-liquidating offer). This low cost offer offsets your ad spend. That means you get leads for free if enough people purchase. $
When creating a thank you page it’s good to create a thank you video of you talking about your excitement for the webinar. They need to feel your passion or they won't show up.
Below the video talk about this one thing you’re selling for a low price of X. Tell them it’s available here on this page right now at a low cost for action takers. If they close this page the offer goes back up to its standard price.
The price of this offer is between $7 - $49 dollars.
Here’s an example of a SLO page from a known course creator.
The webinar communication funnel
It's time to set up your email marketing sequence so when someone registers for your webinar, they will receive a series of emails with information they need to know.
This sequence starts right away and continues up until several days after the webinar as this is the time the most sales are generated.
Typically a webinar communication funnel has the following automated emails that go out BEFORE the webinar:
Webinar confirmation email - sent immediately
Webinar reminder email #1 - can be sent 24 hours before or same day
Webinar reminder email #2 - we’re starting in one hour reminder
Webinar reminder email #3 - we’re starting now reminder
Present webinar live
Webinars on Thursday are great to allow for early promotion. The day of the webinar matters less as the pre-webinar indoctrination series, the perfect webinar script, and the follow-up sequences.
Things to keep in mind for the actual webinar:
Approx 90 min total duration - 1st 60 min = breaking & rebuilding false Belief patterns (hardest part to get right)
Core teaching is identifying the false belief patterns - done right = easy sell, done wrong = struggle (read the Perfect Webinar section a dozen times until ‘belief patterns’ is mastered)
Last 30 min = pitch - deliver with stack & add in closes
After 90 min spend 15-30 min on Q&A (closing between each question)
Best time of day to present will depend on your particular audience
Various software - each have pros & cons (WebinarJam, Go To Webinar) - figure out what’s best for you.
Typically about 25% of registrants show up - if less, focus more on indoctrination/reminders before webinar.
Transition from content to pitch - check how many are still on & base closing stats on that number (eg- 250 people still on when pitch begins and you typically close 15% = $37 500).
Here’s a breakdown of how this all works up until now.
After the webinar you can expect most of your sales to come through so you need to ramp up your communication to your subscribers and focus on urgency. I can’t stress this enough, the money is in the follow-up! That means you need to push hard after the webinar to get sales.
A million dollar webinar communication funnel for AFTER a webinar looks like this:
Replay email #1 - sent a few hours after the webinar
Replay email #2 - sent the next day and includes the replay and cliff notes
Replay email #3 - sent 2 days after webinar and includes replay link + cliff notes and a lot of scarcity
Replay email #4 - sent 3 days after webinar - this email focuses on urgency and scarcity as it’s the last day to buy.
As soon as webinar is over, shift focus to replay campaign.
Focus is on urgency & scarcity - that’s what gets people to take action.
Fri/Sat/Sun - follow up emails inc webinar replay link.
1st day - talk about great response on live call, tell them the can watch the replay if quick/ when the cart closes replay disappears.
Optional - send PDF/slides - summary of what was covered - appeals to visual learners and those without 90min free to watch. Remind them cart closes Sunday.
On the last day send a couple of emails/reminder cart closing at midnight & recap why they should buy.
If the subscriber signed up for the webinar but didn’t buy, you can send them into another follow up funnel to down sell them on another offer.
Perhaps you pull out the first few lessons from the course and offer it at a reduced price. The choice is yours.
CLOSE THE CART AT MIDNIGHT SUNDAY.
REPEAT...again & again & don’t give up
Monday morning start again/repeat the process.
Keep fine tuning and don’t give up if you get disappointing results.
The ideal is to fine tune to the point where you have the perfect presentation that sells.
If you get amazing restults early on, do not try to automate. This is one of the biggest mistakes. Instead, keep at it to refine and master your pitch.
When you run live webinars you get an opportunity to hear new objections and cover them. Your process is perfected and predictable.
Want to build out your very first webinar funnel to promote your high-ticket program or course? Get in touch with us today! We love building course funnels and membership sites and helping course creators create impact. l