Today we’re going to talk about automated webinars. Selling high ticket offers on events. Digital events. Whether it’s zoom calls, whether it’s automated webinars, all that stuff. We’ve been talking about selling high ticket stuff all week. And what we’ve been using is kind of like the bedrock, I guess, of this process is this guide.
Now we’re done here on page 29, but if we go up to page one, we’re walking through this automated webinar playbook. Which if you’ve been following along, this playbook is like a third strategy, a third to-do list, like tasks and stuff. Then a third journal and notes. What it’s meant to do is walk you through the process of setting up these automated webinars in your business, or at least thinking strategically about them so that you know what you need to create to get it done. Now, today we’re down on pages 28, 29.
Webinar Replay Video
We have walked through webinars, offers, the different types of presentations that you can run. Yesterday, we walked through the funnel structure and we talked a little bit about the emails and the tasks and stuff. And then we talked about the material. The equipment you need to pull one of these things off.
So today, we’re going to talk about what happens after the automated webinars. It’s interesting too because after the webinar, people just kind of discount it. And you can download this book, here. You can download it at Doneforyou.com/legendary. Basically, what happens after the webinar is the quintessential piece for it all, really. After the webinar runs, after the event plays and you have people on the webinar, that part is almost a formality now.
It’s almost a formality that you have to have the event for you to be able to run the replay. Because you’re going to make 80, 85% of your revenue from the replay sequence, itself. If you just skip the replay sequence, you are throwing 80% of your revenue out the door. It’s not rare, but the live webinar event anymore, because so many people count on the replays and they wait for the replays, and a lot of people do watch them, watch the webinars. But then they don’t take action right away, especially for a high ticket offer.
The automated webinars replays are the most important part of capturing engagement from your prospects and turning them into customers. In the replay video itself, there are some different strategies here. Some different styles of thought when it comes to what you can do with the replay. If you’re doing a live webinar, you’re recording the live webinar and then you’re sending it out to all the people who signed up for it the day after.
Sometimes it takes a little bit of time to download the recording and code it into a smaller file. Maybe do a little bit of editing, and then posting it live on a webpage. It usually takes at least four hours to do that, sometimes more. If it’s an automated webinar, then you already have the MP4 file that you can use to automate as the replay. The most important thing is that you know your numbers.
Typically, if it’s a $97 product you’re selling from a webinar, 30% of them are going to buy. If it’s $197, might be 15%. If it’s $497 or above, it’s going to be 3 or 4%. So if you’re promoting a $97 product, roughly 900 people won’t have bought it.
Sending Six Email Replay Sequence
This means that there is an incredible opportunity for you to sell through the emails that go out after the webinar is live. This is our kind of methodology for sending them. We put together a six email replay sequence for at least six. For every single one of the webinars that we do, internal and for clients. And this is kind of the strategy behind that.
So there are six emails. One, two, three, four, five, six. Day zero, or the first day that the email goes out, like coding language. The first step is always stepping zero.
Day zero is always a link to the replay. You don’t even talk. You don’t talk about the offer. It’s just a link to the replay. They can go back and watch the replay. And that’s it. So this is an example copy. “Thanks so much for signing up for last night’s webinar. For those who couldn’t make it, no problem. We understand. Here’s a link to the replay. So you can enjoy it whenever you want.” Blah, blah, blah.
Now day one, which is the next day, you want to link it to the replay, again. We’re still not dropping the offer, yet. We want them to go enjoy the webinar and learn from the webinar and then organically go through and see the pitch. That’s the goal. We don’t want to force anything down their throat, yet. We want them to take it in. Do you know what I mean? Consume the webinar.
We send another email with another replay link. “Did you miss yesterday’s link? Or maybe you just wanted to take some extra notes? Here’s a link to the replay from a few days ago. It’s coming down in 72 hours, though.
Just so you know, it’s a B summer service.” Or whatever. So we try to remove the webinar for some reason. Might be the size, although this doesn’t work as well as it used to. It might be a bonus or might be that you’re closing enrollment. Probably, it might be you’re pulling a bonus after so many hours. There are lots of reasons that you can remove the webinar. But it makes sense to do that from an urgency standpoint.
Now the next day, day two. So this is the third email that goes out. You want to link to the replay and link it to the order form. Day one and two is a replay.
The third day is the replay and order form. You’re saying, “If you’re reading this, you haven’t bought it yet. We wanted to make sure you saw the video. We wanted to make sure you saw the product. So here’s the link to the webinar replay. And here’s the link to the product.”
You’re making two calls to action in that email. You’re saying, “This is the last time I’m going to send you the replay link because we are going to be promoting the product, or the offer or the stride section or whatever, from this moment forward.” It clears the replay and then pushes the offer. Then day three. So day three, we link to the webinar replay again and link it to the order form again.
Then day four, we link to the order form. I mean, we’re linking to the order form. Then what we do is we also send a second link to the order form, too. So at the end of the day, I mean, we’re linking to the replay. Then we’re linking to the order form. We’re making the switch to the call to action. We don’t talk about the urgency in this report too much, but usually, we take down some part of the offer. It might be a bonus, it might be whatever. So we usually try to remove something just to add some urgency. Maybe do a price hike or whatever.
For those that still don’t bite, they still don’t do anything, there are some things you can do. After your five-day replay sequence, if you decided to put a trial offer in for a couple of days, then send the next affiliate offer in their product lineup. Or you can send a down-sell offer like we’re working on one right now. It’s a $997 product. We’re down selling into three payments of $397 through email. So it’s, we’re clearing the webinar, and then we’re down selling into three payments of $397 through its own sales page. They already know the offer. They already know whether it’s for them or not. We’re just addressing the price in it. If somebody doesn’t have the $997 upfront, maybe they want to break that into payments. That’s kind of the idea there.
Then we’ve got a little note block, so you can take some notes there. The rest of this, I mean, now we’re getting into the front side. All the public-facing stuff of this automated webinar. Everything we’ve done up until this point is not the public side. I mean it’s the mid part of the funnel. I mean, it’s your automated webinars, it’s your email copy that is used to engage people. You got to have all that set up and written and created and everything, to start addressing the front side of it, which is your webinar registration page, and which is your ads. So there’s lots and lots and lots of psychology when it comes to landing pages.
Do you need a landing page?
First of all, do you need a landing page? Absolutely. Most automated webinars registration pages suck. So you want to make sure that you have your webinar registration page that is built for conversion, that is integrating with webinars software if you choose to use webinar software. Even if you use an EverWebinar template, you’re going to want to ruthlessly test that EverWebinar template. They have split testing functionalities inside. We tend to build our own and then integrate with whatever platform we try to integrate with. But like we were talking about the other day, a lot of times we just set up automated webinars registration, webinar room, webinar replay. The webinar room page is an on-demand webinar that just plays whenever the page goes live.
Things you want to understand about conversion rates. Before we get into the landing page piece. So you want a lead magnet. Automated webinars, in this case, are a lead magnet, to a degree. But basically, you want your landing page to be fast. You want it to be well-copy written. You want to split test headlines. The headlines and the bullets are the most important part. Some other things that we test ruthlessly are button color. And we also test imagery on the landing page, itself. And all of that kind of combines with the Facebook ads that we’re going to be doing.
But just a real quick, there are so many page building tools. There are so many funnel programs out there now. Just keep it simple. You want a fast website that is simple to understand and well optimized. Now that describes ClickFunnels. It describes all of the other variations of it. Every business has a preference. Some people like ClickFunnels, some people don’t like ClickFunnels. Others like lead pages and some people don’t like lead pages.
Furthermore, some people like group funnels, and that’s awesome. Our personal preference is we still kind of build on a WordPress site using OptimizePress. Then we own the data, not we own the data, but our clients on the data, and we control the hosting environment. We can throw it up on a low bouncing S3. If we need to, we can do content delivery network stuff, and we control all that. And we’re not a victim to a landing page builder that is in its environment, that is being mistreated by tens and hundreds of thousands of other people. Do you know what I mean?
It just depends on what you want to do. Not to mention, a funnel that is set up on your hosting, you have the setup costs and the talent costs, the time management costs. And you’re still probably going to need those if you set it up and ClickFunnels or some of the other ones, you’re still going to need somebody who knows what they’re doing. Write, copy, do design, all that stuff. So it’s really up to you, but there are lots of different variations of it. The most important thing is you find somebody who can build them a platform you want.
Do you know what I mean? So we always build them, whatever, wherever our clients want us to build. Whether it’s ClickFunnels, whether it’s WordPress, whether it’s Shopify, whatever. And then we use the CRMs that they are already using. And if they don’t care, we have some options, too. So it’s just important to kind of build these whole automated webinars funnel around your existing processes. The stuff that you’re comfortable with.
Some necessities for landing pages. We talked a little bit about this AB testing. So you want to do split testing into your landing pages and make sure to always be improving your landing page optimization. Always be improving your conversion. So we always have split tests running. We’re always trying to beat the control. It’s not saying that we’re always beating the control. We’re always trying to beat the control. Then when something works better, then we make that the control, and then we start testing variations against that control.
You should always be testing everything. Every public-facing page that is getting traffic, and especially the stuff you’re sending traffic to, you’re spending money on the traffic, it should be going through testing. Double opt-in is eh. I mean, your buyer’s list should be double opted-in. But your buyer’s list is kind of opted-in, double opted-in because they gave you a credit card.
Now, non-active subscribers, you want to make sure to call. Pull out non-active subscribers from your email list. You want to make sure your emails have relevant subject lines because the subject lines are the key to getting an open rate and, ultimately, click-through rate. If you’re advertising and doing affiliate stuff, you at least need to have some terms of service kind of language saying that you are an affiliate.
Then email frequency. I’ve talked to so many businesses over the years, and they think sending one email a week is frequent enough. It’s not. Three or four a week is preferable. Even if that email is just kind of letting them know that you have a video that is up, or you were published in Forbes, or you have a live blog post, or you’re doing a release of new software, or whatever. Just keeping them in the loop is what email’s for. So having somebody think about and focus on your email is important. What happens is when you only mail once a week, your unsubscribe rate is crazy low, or it’s crazy high. You’re getting a lot of unsubscribes when you don’t mail very frequently.
It’s because every time you mail, they’re like, “Wow, I don’t remember this person.” Or, “Wow, I have no interest anymore.” So they scroll down to the bottom, they unsubscribe, or they submit spam, which is bad. So that’s not good. Whereas, if you mail more frequently, three or four times a week, they don’t have a chance to forget about you. So your unsubscribe rate is much, much lower, and your frequency is quite a bit higher, which means you’re able to put more information in front of them, bond with them that much faster. So emailing more frequently is, most of the time, better.
And this last section, these last 11 pages here, is really about the strategy session. So what we’re going to do is tomorrow, which is the end of this little series, we’re going to take an in-depth look at the strategy session. We’re going to go through these, talk about some different strategy session scenarios. 15 minutes, 30 minutes, 45 minutes. What the application needs to be, how a survey is going to fit into the mix. And then that is going to conclude our week of high-end automated webinars.
For Questions and Guide
If you have any questions at all, just go to Doneforyou.com. Hit the chat box in the lower right-hand corner, and we will be happy to get back in touch with you. And if you would like to jump on an action plan call with my team and me, just go to Doneforyou.com/start. And we will set up a time for a plan, or set up a time for a call. We’ll walk through your business, we’ll walk through your offers, figure out if an automated webinar makes sense. Then, put together a plan for getting one rolled out.