Leads = Money.
If you’re able to pull more leads for the same money, then that’s how you’re able to scale your digital marketing business.
They key to making all of this work revolves solely around numbers.
If you’re promoting a webinar and you have 1000 visitors and you’re able to pull a 40% option rate, that gives you 400 people that are able to hear and see your message.
However, those 400 will not watch your webinar.
The number is probably about half of that.
So with 400 registrants, you can expect to get roughly 200-250 people to actually see your webinar.
The key to making the numbers work is in slight tweaks which I’m going to break down in this post.
All of this is assuming you’re using the best webinar software platforms on the market that are reliable and provide you with the latest features and tool sets.
Factor # 1: Optimize the Landing Layout
From our experience, simplicity rules.
For those of you that have complex landing pages with tons of copy, try this.
Create a split test with a simple design with only a headline, a subheadline, and an option box.
To our surprise, in every instance of testing we’ve been able to see a pop with just tweaking the layout of the landing pages.
Factor # 2: Test Multiple Headlines
Instead of tinkering with various forms of copy, simply test the headline first.
While you have to stay Facebook and Google compliant if you’re running any ads, you’ll want to keep a focus on WIIFM
That stands for What’s In It For Me?
Writing the headline from a benefit-oriented place of what you’re going to show them from the webinar.
It must be simple and easy to understand, clear and concise, and offer a clear benefit for joining.
Factor # 3: Get More to Show Up
This is all done through your follow up campaigns and I’m not just talking about email marketing campaigns but also in your social media marketing campaigns as well.
Everything should flow in harmony instead of just relying on one piece.
“So, how does this work?”
Once someone lands on the Thank You Page of your lander, have your retargeting code and create follow up ads on Facebook and Youtube.
These ads will be reminding them of when the webinar is going to take place.
In your follow-up emails, remind them of the date and time, and focus on the benefits of showing up.
Providing a bonus for anyone that joins and stays till the end is a great way to get people excited for the webinar.
Encourage your users to ask questions and then use these in your webinar presentations to squash objections and help to close the sale.
Factor # 4: The Post Webinar Follow Up
After you conduct your webinar, it’s important to have a follow-up sequence for the replay or if you’re planning to hold an encore.
Since most will not see your webinar, once the webinar is over, your job now shifts into follow up mode getting people to the webinar replay.
Some effective methods include:
- Creating a time sensitive bonus
- Making the replay expire
- Making the offer expire
- Creating a proof – testimonial video to drive people back to your webinar replay.
In addition to your email follow ups, it’s time to also include ad campaigns inside Facebook and Youtube reminding them of the expiring content, bonuses, or your different hook.
The expiring offer will create a sense of urgency and a flood of new customers buying your product by the droves.
Understanding the phases of these webinar is a huge part to executing a clever marketing campaign that pays you for months and years to come.
In closing, remember, all of your marketing efforts can be solved with simple math. Look in your analytic reports of your webinar service to see the number of subscribers, viewers, and those engaging in your follow up campaigns.