15 Powerful Webinar Hacks That Profit
90% of our revenue is generated from webinars, yet less than 1 year ago, none of our revenue was generated by webinars.
Imagine, being able to talk to people about your product and services from the comfort of your home or office. I mean, I typically do my webinar in my PJ’s in my living room and I have a TON of fun doing it.
Over the past year, we’ve hosted well over 100 live webinars and in that time, we’ve learned a lot about how to use these webinars to fuel your business.
So, if you are in the business of being able to sell a product or service, I’m going to break it to you, webinars are game-changers and is the sole-source of being able to leads through our marketing funnel and actually turn them into customers.
Instead of going in-depth, below, I’ve simply giving you the “best of the best” tips and tricks based on our experience.
Now, I want to start off with some industry stats and a little math. On a typical webinar, you’re going to achieve a 20-30% show-up rate. Our average is a 51.5% show-up rate.
Depending on the product, you’ll typically get a 2-6% conversion rate. Ours is 7-33% (depending on the product).
The biggest thing you need to realize is this…
If you are bringing people into a webinar who don’t know you and you’re not endorsed with social proof, it’s very difficult get them to show-up and purchase.
In fact, it’s nearly impossible. Which is why when bringing in new users via your website or paid traffic, we recommend that the person is at minimum in the Slow Lane of your funnel. If you need more information about the SSF Method of lead generation you can check it out here.
Now, let’s get into the good stuff.
The “Right” Timing
If you’re promoting a webinar any more than 4 days out from the event itself, the majority of people will forget about it entirely, which means a lower show-up rate. For example, if we’re doing a webinar on Thursday, our first promotional pieces would go out on the previous Friday to allow for optimization, but the email marketing wouldn’t really start until Sunday.
In terms of hosting the webinar itself, we’ve discovered that 1PM, 2PM, 7:30PM and 8:30PM (Eastern) are the best times for high show-up rates.
Facebook Relevancy Hacking for Sign-Ups
The biggest problem I see with most webinars is the host placing an advertisement on Facebook directly for the webinar and attempting to get a completely cold audience to show up to that webinar.
How you expect this to work is beyond me.
Typically, your cost per conversion for this (a sign-up) is going to be somewhere between $8-15 and with a show-up rate of 20%, you’re paying $50 for someone to be on your webinar. Unless you’re selling something VERY expensive, that doesn’t make ANY sense and you’re going to waste money.
Instead, use Relevancy Hacking to show them your articles and content on your website and, at minimum, get them to sign-up for your Sidewalk lead magnet. This will allow you to get cheaper conversions, easily and effectively, and it will also increase your show-up and conversion rates. Why?
Because you’re more relevant to that person instead of being just another webinar.
Don’t be that person, okay?
Using Email Marketing for Sign-Ups
Now, let’s say you aren’t using Facebook marketing to bring in new leads. Email marketing is another powerful tool you can use.
If you have a small email list (<1000 people), you can import the list into Contactually, a web-based contact management program, and send emails to people 50 at a time with a feature called ‘Scale Mail.’ The messages that are sent out don’t have an unsubscribe button and it looks like a personal email. This allows you to get higher deliverability, open, click-through and subscribe rates.
When you are ready to promote your webinar, you should send roughly 2-4 emails a few days in advance. As these emails go out, you’ll want to ensure that anyone who has clicked the link doesn’t get emailed again. Once someone signs up for the webinar, you don’t want them seeing the invite anymore.
For example, for a Thursday webinar, we’ll send our first email on Sunday. Anyone who clicks gets excluded from the rest of the promotion. We send another email on Monday, an email containing a related piece of value (article, etc.) on Tuesday, and another email on Wednesday. Note that the list gets smaller as people click on the link inside and are excluded from further promotion. On the day of the webinar, we send out the final call to action in the morning. Typically, last call emails get opened the most due to the sense of urgency that’s created.
Webinar Landing Page
Depending on the audience, a webinar landing page needs to contain differing levels of information. For an entirely new audience, you’ll need a little more context, but these elements are mostly universal to webinar landing pages:
- Title / Subtitle: These should clearly explain what the webinar is about.
- Date / Time of the event: Generally, it’s fine to show the time in Eastern, unless you know a majority of your audience will be in another timezone.
- 3 Benefits of attending the webinar: Here, you should list out three things the audience will learn in the webinar.
- Incentives: A great way to encourage signups is to offer a free “gift” for signing up and / or showing up.
Webinar Thank You Page
This is an often overlooked but incredibly important element of a webinar setup. There are two elements that we recommend including on your thank you page:
- A 30-45 second thank you video.
- A link to the next logical step for the customer (video series, ebook, etc.)
Doing this creates greater intimacy and connection with your audience, which increases your conversion rate.
Asking for the Phone #
We’ve found this to be highly successful, with between 40-60% of people giving us their phone numbers when asked. The interesting thing about this is that the show-up rate tends to be higher for people who give their phone number because we can text them with reminders. The phone number also allows our sales people to make contact at the appropriate time. Generally speaking, about 60-70% of the phone numbers we get are correct numbers.
360 Degree Recall Hack
This hack is based on the fact that people don’t show up to webinars for one of two reasons:
- The timing doesn’t work or,
- It’s not relevant to them any more.
Normally, you’ll spend less than a few seconds convincing them to attend your webinar. If you’re lucky, it makes it on their calendar, even if you send them a few emails. But remember, you now have their permission to market to them, so we need to make the messaging super-relevant. And because we need their attention time and time again we need to make it more than relevant. We need to add frequency to the relevancy.
Sending them 30 emails obviously won’t work, because they’ll unsubscribe. Besides, that’s annoying. But what if they saw webinar reminders in their Facebook newsfeed and across the web over and over again while they were just browsing?
Using re-targeting, you can target those that signed up for your webinar and remind them what they signed up for. You also want to provide additional value during this process, increasing the relevancy for the audience. This is what I mean by the 360 Degree Recall Hack.
4 Day Indoctrination Drip
The problem with many webinars is that hosts will send an email the day before, one the morning of, and one right before the webinar. However, this is often not enough incentive to make someone actually show up. The solution is to create an ‘indoctrination drip.’ This is a series of 6-8 emails, spread out over 4 days, with the goal of building engagement.
The process starts with relationship building. For example, the second email we send out contains a multiple choice question for the reader, outlining 3 scenarios and inviting them to respond as to which one applies. This helps build connection and intimacy with the reader.
The next step is authority building. For example, we’ll often give the reader a link to a podcast that we’ve been on, as well as articles that build credibility and authority, such as this article on the SSF Method on Inc.com.
At no point in this process is there any selling. This is purely a method for building a connection with the audience, and as such they must never feel as if they are being sold to.
The idea is to provide content on a regular basis – a maximum of three emails on the first day, then two per day until the webinar itself. The idea is to help the reader see you as a knowledgeable authority who really wants to help them with their pain, whatever it may be.
Note: Using short videos in your emails is incredibly effective for building rapport and engagement. It also gives the audience a chance to see what you’ll be like on the webinar.
Day of Email Campaign
The evening before the webinar, we email them once to say something along the lines of, “We’re looking forward to seeing you at tomorrow’s webinar.” We then reiterate what will be covered. The morning of the webinar (around 7:30AM) we email them another reminder. We’ll send three more emails that day: 3 hours before, an hour before and 10 minutes before the webinar as well as a text message right before the webinar, highlighting the time remaining to build a sense of urgency.
Proven Webinar Methodology
In our experience, we’ve discovered that 60 minutes is a great length for a webinar. Normally, we will start 10 minutes early, just chatting informally with those who are online at the time (there are usually a few). This frees up time in the actual webinar for more value and information.
At the beginning of your webinar, you want to set expectations, and explain how this information is different from anything they’ve seen before. Often your audience will have been to a lot of webinars which turned out to be wasted time, so this is your opportunity to build some credibility.
In these early stages, you also want to illustrate the pain that has drawn these people here. The best way to do that is by showing the audience how this pain was a challenge in your life, and how the information you’re about to show them helped solve that pain.
Once that has been accomplished, the next step is to spend approximately 45-50 minutes of a one hour webinar actually teaching, providing the theory as well as the actionable steps they can take to alleviate the pain they’re experiencing.
At the end of the webinar is where the pitch happens. The pitch should take no more than 15 minutes in total, and during that time the offer needs to be explained to the audience in detail, showing screenshots and examples of what they will be getting. The idea here is to paint a picture of what their lives will be like after they take you up on your offer.
Note: It’s a good idea at the very end of the pitch to offer some sort of bonus for purchasing/signing up/etc. Discounts are not recommended as they’re generally not that effective, so its better to use some sort of tangible bonus as an incentive.
The final step is the Q&A. 30 minutes is the ideal amount of time for a Q&A (obviously this is above and beyond your 60 minute webinar). If possible, have some questions pre-selected in case you have a small turnout. A countdown is also recommended here while people ask questions about your product, your process, etc. Once the clock hits zero, your webinar is over and you can then thank people for coming.
4 Day Sales Drip
You’ll usually find that approximately 1/3 of your sales will come on the webinar itself. The rest happens in the post-webinar period in a 4 day sales drip. This refers to a period (we use 4 days – you can use 3, 5, whatever) where the offer introduced on the webinar will be available. At the end of this period, the offer expires. During this time, if you email people three times a day, the emails should look something like this:
Morning: Provide value, with an article or podcast.
Afternoon: Sales email.
Evening: Provide value again.
This would continue until a sale is made, or until day 3 (on a 4-day system). For the final day, you should send emails at the following times:
- 24 hours before expiration.
- 12 hours before.
- 6 hours before.
- 3 hours before.
- 1 hour before.
- The next morning.
The ‘next morning’ email should be something along the lines of “Hi there. I saw that you didn’t make a purchase and I was wondering why.”
While this may seem like an excessive amount of emails in a single 24 hour period, we generally only see a 5-10% unsubscribe rate. If you’re concerned about the number of emails, remember that you can always offer people an ‘unsubscribe’ link at the bottom of each email if you like. Most email management programs like ActiveCampaign allow you to do this.
Also, don’t forget to have exclusions set up in your email so those who do end up purchasing don’t continue getting the sales emails.
Re-targeting with Facebook Advertising
During this time you also want to set up a re-targeting campaign through Facebook. When we did this recently, we were able to able to generate about a dozen extra sales with a budget of $500 on Facebook. Keep in mind that re-targeting campaigns only go to people who were on that webinar.
For Facebook re-targeting, you would do two campaigns:
- At the beginning of the 4-day sales drip, “The sale is ending on [Date].”
- On the final day of the offer, “The sale ends today!”
The first campaign would be turned on the moment the webinar ends, and the other on the final day of the offer, using your custom audiences.
Want more details? Our training can help you generate a steady stream of leads by unlocking the power of Facebook advertising.
Attendees into Leads
21 Day Value-Add Drip
Once the webinar has been completed, you want to bring them through a 21 day, 10 email value-add drip. The purpose here is to provide as much value as possible, and build intimacy and authenticity throughout. Approximately three weeks into the process, you can offer them something else from the webinar, preferably of lesser value. This offer should have a time limit of 48-72 hours. Up to this point, you’ve build credibility and trust and the idea is to get them to buy in at a lower level, in the hopes of eventually bringing them to your main product or service.
100 Day Journey
Following the 21 day value-add drip, you will then bring them into a 100 day process. During this time, you’ll be sending 25-35 emails, using all different types of content (re-purposed content works nicely here) to help create leads.
If you enjoyed this, you might also enjoy our training showing you how to set up a constant flow of leads who will be eager to sign up for your webinar. Go here to learn more about our 5 Day Online Marketing Challenge.