Previously, we discussed sales funnels and autoresponder email marketing. This post focuses on Webinar Sales Funnels.
Uses & Benefits
- Webinar sales funnels are ideal for inactive leads that have gone through your primary product funnel (via autoresponder email marketing) without converting into customers
- To add 2-way live interaction along with value that directly relates to the main product ----
- To promote the main product, often with a discount for attendees
- To capture additional revenue (that could not be captured in earlier sales funnels) because it is effective in closing sales.
- To be part of your Retention Marketing strategy aka the hour glass sales funnel. This is a matter of not leaving money on the table.
- To position your company as an expert, expert positioning
Email 1 - Promote the webinar
- At the end of your usual email sequence, use email (along with other inactive leads via Facebook) to invite inactive leads to sign up for the webinar. Send within roughly 5 days before the webinar
- Explain the benefits which often include the following
- special offer on the main product, usually with a discount, only for attendees (to generate the sense of scarcity)
- Ask any question in live interaction with an expert
- Link to a webinar registration page. Install a Facebook pixel on the registration page to follow non-registrants around Facebook to continue marketing
- Remove emails of people who sign up from the webinar email sequence
Email 2 - Promote the webinar, Reminder
- Remind people of the webinar
- Send within roughly 2 to 3 days before the webinar (or whenever makes most sense for your particular niche)
- Install a Facebook pixel on the registration
Email 3 - Promote the webinar Reminder
- Remind people of the webinar
- Send within roughly 1 before the webinar.(or whenever makes most sense for your particular niche)
Email 4 - Final Reminders / Last Chance
- Send final reminder only a few hours in advance
- Log in instructions
- Send to attendees (to remind them of the logistics) and the unconverted to take advantage of the limited time to grab a spot
Email 5 - Segmentation (attendees, non-attendees, attendees of part of the webinar)
Some webinar platforms allow you to track attendees, non-attendees and people who attended only part of the webinar from among people who signed up and essentially splits the group into segments to be targeted differently.
- Attendees:
- Email within 1 to 2 hours after the event
- Thanks for attendance, hope you got value from the webinar
- The [primary webinar funnel] offer is still open to until __ (roughly 4 days after. Provide date and time for urgency and scarcity)
- Non-Attendees
- Email within 1 to 2 hours after the event
- Link to review the webinar
- What happened? (Use the response as a learning point to attract more attendees in the future)
- Attendees of only part (below 50%, roughly) of the webinar
- Email within 1 to 2 hours after the event
- We noticed that you left us early.
- What happened? (Use responses as a learning point to attract more attendees in the future)
- Link to review the webinar
- Attendees of only part (roughly over 50%) of the webinar
- Email within 1 to 2 hours after the event
- We notice that you left us before we ended. What happened? (Use responses as a learning point to attract more attendees in the future)
- We have included something we think you would appreciate at your leisure. Link to a video that deals with only the content that this segment did not see
Email 6 & Beyond - Post Webinar
The following applies to people who still have not bought
- Non-Attendees and part attendees
- Daily emails until the end of the special offer
- Email 1: Benefits (preferably in video format)
- Email 2: Benefits (preferably in video format)
- etc ...
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RELATED CONTENT
- Sales Funnel: An Introduction
- Autoresponse Email Sequence Marketing: From Start to Finish
- Hour Glass Sales Funnel for Retention Marketing. Do not leave money on the table.
