Automated Webinar Funnel
What I understand from this video guide:
Learn the innovative snap funnel builder method that he’s been using for himself and his clients to create automated webinar sales funnels in weeks instead of months and when I copy and paste this process, I’ll be able to cut the time it takes to put together my automated webinar or evergreen sales funnel in half (even if I’ve never put together a sales funnel before)!
In fact, when they first shared this snap funnel builder method with their clients, their clients were able to create their own automated webinar sales funnel completely on their own without help. It was like they had been building funnels for years. It was actually pretty amazing!
At the end of this video, he’ll be sharing an advanced webinar strategy to re-engage and convert webinar attendees and replay attendees who watched the webinar or watched the replay but didn’t buy.
He’ll start by going through the different parts of the sales funnel briefly, then he’ll go through the four phases of the snap funnel building method. Then they’ll wrap things up with a brief overview of how to put together each one of those five elements along with that pro tip.
The first step in the webinar sales funnel is the landing page, then the confirmation page. The webinar itself and then my checkout page. And optionally in advance, I can have a re-engagement sequence that drives people to a replay or something else that he’ll talk about in the advanced tip. Most webinar software will have a templated process for this replay function and I’ll actually need an advanced email integration if I want to customise those replay and re-engagement messages.
Now we dive into the four phases of the snap funnel builder method and then he will walk through individually those five components of the automated webinar sales funnel. This process is going to get me up and running with my automated webinar sales funnel as quickly as possible.
And as counter intuitive as this is may sound, the first phase of building my automated webinar sales funnel using the snap funnel builder method is actually to not have it a webinar! I actually don’t want to have it a webinar? There are three mechanisms of my automated webinar and these three mechanisms are going to help really understand why it’s important not to try and start off with a webinar.
The three mechanisms are:
- Lead Generation Mechanism
- Conversion Mechanism
- Checkout Mechanism
The conversion mechanism is the webinar itself and everything that goes into the replays and the re-engagement. The lead generation and the checkout will stay virtually the same across all different types of automated webinar systems. The reason I want to do this quickly is because I want to get up and running as fast as possible. The whole point of this process is to have my webinar sales funnel up and running before it’s actually ready. The only way I can have it up and running before it’s ready, is to have it up and running before I’ve actually chosen and set up my webinar software. Because setting up that webinar software is a very very time-consuming process.
What I wanna do is whatever landing page builder I have, go ahead and put together my landing page and on my landing page, just say that it’s an “on-demand webinar” or “just-in-time webinar” instead of having people choose their date and time. Later on, I can go ahead and easily swop out that button. What’s important is that I’m testing that lead generation mechanism of my automated webinar sales funnel. That is one of the biggest issues with clients and with our own funnels, we just don’t have the time to wait until everything is done and perfect before I start testing that front-end. Because testing that front end is gonna take twice as long as I think. Once I have that landing page, then I go ahead and set up my webinar as just a normal sales video and finally I have my checkout page (whatever software I’m using). That’s phase one.
Phase 2, once I have all of that done, I’m actually not gonna be setting up my webinar software yet. I’m gonna go ahead and write my re-engagement sequence. So this is gonna be three to five emails that essentially take people who saw the webinar but didn’t buy for whatever reason and push them back to watch the replay. So I wanna write all of this out while I’m still in copywriting mode coming off of writing my webinar and landing page. Once I have those three to five emails, added them to my autoresponder, and set up a different page for my webinar replay, I’m actually gonna be using this page even when I set up my automated webinar software just because of some control issues, but they’ll get into that much more in detail in webinar software reviews.
He’s just telling us to save a bunch of time, set up that replay page on my own site so I can have all of my tracking there. Once I’ve set that component up, then I’m ready to go in and choose my webinar software. He recommends StealthSeminar or EverWebinar. I’m gonna go ahead and setup my webinar inside one of those two systems or a different one if I decide to go a different route.
What’s so powerful about this snap funnel building process is that I’m already now driving traffic and already testing that Lead Generation Mechanism of my sales funnel which is super important so hopefully by the time I set up and go through the arduous process of getting all that software set up in Phase 3 with my webinar stuff, my lead generation mechanism has already had lots of traffic come to it, and I’ve already been able to refine that headline and refine that messaging. So that way, I’m doing two things at once. I’m refining my front end and I’m building that centre conversion mechanism back end. I might even get some sales going through this process because my copy is what determines whether or not I sell. Not necessarily how advanced or fancy my automated webinar software or system or follow-up sequence is.
Once I’ve done that, I’m ready for step number four which is to simply turn on the sales funnel software. So I’ve had my lead generation mechanism and my checkout mechanism already set up. They’ve already been running because I set that up in number one and all I’m doing with that centre conversion mechanism is I’m switching out that sales page that I have for my webinar software. And so that does it for the snap funnel builder method and that how I can quickly set up my automated webinar sales funnel and actually start generating data and sales before I go through that arduous process of getting all that software up and running.
So now that they’ve covered how to put it up together, we’re gonna transition and he’s gonna walk me through each one of those five elements of my automated webinar sales funnel, and then we’ll wrap up with that pro tip. Kicking things off at number one is my landing page. There’s not a whole lot I need to do with my landing page, and actually the simpler the better, because what I wanna do with my landing page is be testing that headline. Be testing my messaging and so there’s a couple of things I wanna do with the headline.
Headline should communicate the result they want, some information gap or secret that they don’t already know. So thinking about that headline, I wanna think of it as my prospect at Point A trying to get to Point B. Point B is the result they want. There’s a big gap in the middle and that gap is the perceived information that they don’t know, the perceived roadblock that they have and so the headline should communicate that that gap is going to be filled, and they will be able to have result (Point B) by the end of it.
So the headline in place should communicate to my prospect what they can expect on the webinar and the fact that they are gonna have that gap filled! Of course there’s a lot that goes into figuring out what that gap should be, but the nice thing is I can test multiple different headlines to figure out which headline and marketing hook or big idea works best for my audience.
The second step, the confirmation page will most likely be a template from my webinar software. All I need to do on this page is have a short video of me talking directly to my webinar attendees, and it should be a live video. He recommends this because I wanna prove I’m a real person and I just wanna show my authentic self. The Call-To-Action to this video is to have them add the webinar date and time to their calendar.
I’ll start by introducing myself, repeat again why they signed up for the webinar. Reinforce their decision, make them feel comfortable and smart like they are actually taking the correct steps to fill that gap (that my landing page talked about), and they have in the back of their minds the reason why they signed up for the webinar and then of course finally telling them to add the webinar date and time to their calendar.
The next step of the automated webinar funnel is of course the webinar itself. This could be an entire course. The main thing I wanna do with my webinars is fill that information gap or fill that secret (that I talked about on my landing page) and of course provide actual value. Nobody wants to show up at a webinar just to find out it’s just a 45- or 90-minutes pitch. It actually really needs to solve a problem and the best way to do this is to solve a problem and provide information that my prospect would need to make a buying decision to purchase my product or service.
The next step is the checkout page. There’s not a whole lot to this other than making sure that I have all of my security certificates on there. Be sure to re-communicate the guarantee and the bonuses they get if they purchase the product along with any testimonials. Testimonials help reduce shopping cart abandonment.
Finally, we have the follow-up. I can get as simple and as advanced as I want. The good news is, by following the snap funnel builder method, I’ve already written all of these emails, so it’s just a matter of taking those emails and integrating them with my webinar software. From his personal experience, using StealthSeminar and EverWebinar is a real headache; which is why in the snap builder method, we write the emails first. Because it’s going to take quite a while to get all of those integrations working properly and then testing them properly to make sure the right people are receiving the right emails at the right time.
This is just a three to five email sequence going through some objections that my prospects may have and reiterating some key points of my training on the webinar, as well as the benefits of my product or service that I’m offering. That’s all there is to it to putting together an automated webinar sales funnel.
Now I have everything I need to get up and running as quickly as possible with my webinar sales funnel, as well as detailed information on how to put together each one of those five steps.
Now for that advanced re-engagement sequence. I can add two videos in addition to the welcome video before the webinar. Essentially what these videos are designed to do is to build excitement around the content of the webinar as well as handle some objections to showing up to the webinar. Like I have objection handlers in my sales pitch on my webinar, I essentially have these videos to handle objections and build the value leading up to the webinar. These launch videos make them see the benefit and push more people onto the webinar.
From a software perspective, these are exceedingly difficult to set up and most likely I need to use something advanced like Infusionsoft. MailChimp or Aweber in most cases just isn’t going to cut it because I need to be able to have these timed correctly depending on when someone is supposed to watch the webinar. And of course, if I’m doing an instant or on-demand webinar or top-of-the-hour webinar, these videos are not a good idea because I don’t want to send two or three videos when they’re supposed to be watching my webinar in an hour.
Something that everyone can do that is relatively easy from a tech standpoint is doing a backend launch sequence. This is something else they’ve seen work really effectively in other people’s automated webinar sales funnels where I essentially have a complete launch funnel on the back end of the webinar. So if they watch the webinar, I send them to the replay and my prospects still aren’t having it, they’re still don’t wanna buy my product or service, then what I can do is go take a deep deep dive into more objections that I can handle.
Another great thing to do with these two or three videos is to go into case studies and try to think of different situations that my ideal prospect or customer would be in and have case studies that illustrate how the product or service fits that specific life situation and helped someone achieve the result that they were looking for. If I’m really out of ideas in terms of content, or reengagement or providing more value, then I can always take two to three golden nuggets directly out of my product or service and share them in that sequence.
Because at this point, I really don’t have a lot to lose. I’m just going to provide as much value as possible and really build the benefit of my product of service. It is important that these videos and the sales page that I can optionally put below the video are in fact valuable. They shouldn’t just be rehashes of my pitch over and over again. I can have a pitch at the end, but it is important that each one of those pages does provide real value in addition to or on top of the value that was provided in my automated webinar.
Over on his channel, he’s documenting the entire process on what it takes to build an online business from scratch and setting up an automated webinar sales funnel or evergreen webinar sales funnel. It’s just one small piece of that bigger picture of putting together an online business from nothing.
What we are expected to understand:
- An example of a soft opening is to create a basic video sales funnel first to test your messaging.
- Demand, follow-up, software and evergreen are the 4 areas of creating an automated webinar sales funnel.
- Lead mechanism, conversion mechanism and payment mechanism are the 3 mechanisms required.
- Write a follow up sequence and have a separate replay page for attendees who didn’t buy.
- You should change your landing page button to point to your webinar software. This is to entice your potential attendees to attend future webinars and to build your email database.
- Your headline should communicate a desired result, answer or secret that your prospect doesn’t know about.
- Your webinar should solve a problem, fill an information gap to ensure your sales funnel is a success.
The above is an e-Learning topic in the WSQ Social Media Management course.