Build a high converting, webinar funnel
In this blog post we going to teach you how to build a high converting webinar funnel. Either for customers or for yourself.
Webinar funnels are our favorite way of presenting content live. They are a fantastic method to sell products to live attendees.
As well as a brilliant method of lead generation when you turn the funnel evergreen.
Lots of webinar platforms promote the idea of “easy webinars”. But they still overcomplicate the automation follow-up and registration process.
You don’t need a complex process to create webinar files.
In fact, you can even build a very simple squeeze page and present a webinar via Google hangouts. It’s one of the methods we tested out early on, and it works just as well.
Building webinar funnels
A webinar funnel is essentially the same as a squeeze funnel or opt-in funnel. However, for the delivery of the “lead magnet,” you’ll be delivering a live presentation.
Visitors are driven to a squeeze page which takes the details for the webinar. It also tells the date, time, topic and the speaker.
You don’t need to ask for too much information, and email address and the name is fine. They are then redirected to a thank you page which confirms the time, date and their attendance.
A confirmation link is sent to their email. And then reminder emails are sent to registrants.
The webinar can be presented with any platform, such as go to webinar or Zoom. But once the webinar is over we will upload the recording to a delivery page as a replay. And we’ll also send follow-up emails to people who registered, attended or missed the presentation.
Once the webinar replay is up, we can then turn the webinar funnel “evergreen” and drive new traffic to the squeeze page to generate leads.
Our webinar funnels use a three-page structure.
- Squeeze page
- Confirmation page
- Delivery page
The delivery page, while potentially used during the live presentation, is better suited to the replay. It’s where you can place your download links, webinar replay video and have sales content if needed.
The only way for someone to access the delivery page is usually via the link in their email address. Just in the same way as a delivery page works for a squeeze funnel.
The squeeze page again acts as any regular squeeze page. However with the only exception that it might have a countdown timer. It always should have time and date if it’s a live webinar. Which can be removed if you want to turn the webinar funnel evergreen.
An evergreen webinar funnel simply means that the webinar recording is delivered as a replay rather than signing up to a live webinar.
We know lots of businesses do try to pass off webinar replays as a live webinar, but in our experience, people can usually see through it.
Finally, the confirmation page is designed to confirm people’s attendance. Just like with a live event that someone would pay money for, we want to make sure that people definitely know when and where they are attending.
Set up your webinar
The first thing to do is to set up your webinar using your preferred webinar platform. We use Zoom, but there are many alternatives such as Demio or GoTo Webinar.
The reason we like to use Zoom is that it’s so easy to set up. We can set the time, date and title of the call, as well as set the registrants list up.
Zoom handles reminder emails and can handle follow-up emails (although we tend to use Active Campaign for our follow-up emails).
We also use Zoom for the confirmation email and sending the personalized webinar link.
After setting up the webinar on the webinar platform we’ll then build our squeeze page.
We keep our squeeze page is very simple. Focusing on five core areas.
- Time and date of the call
- Opt-in form
- Webinar bullet points
- Speaker information
We’ve talked before about building a High Converting Optin Page For Customers. It’s essentially the same process for a webinar squeeze page. The only difference being you need to add a time and date so people know it’s a live event.
We like to use timeanddate.com and create an event using their event planner tool so people can see the event in their various time zones.
You might want to add a countdown timer to show people exactly how many days they have left to the webinar.
Send details to webinar platform
When visitors register for the webinar we pass the name and email address over to Active Campaign, where we have a separate list set up for the webinar event.
We also tag users with the event name so we can keep track of people who attend multiple webinars.
We then use Zapier to pass the registrant details from Active Campaign over to Zoom. This automates the registration process for us so we can automatically remind registrants using Zooms reminder emails.
Zoom then sends the registration confirmation link to the registrant’s email.
When users register for the webinar event they’ll be redirected to a confirmation page. The confirmation page has time and date details with information and calendar links so they can add the event to their preferred calendar.
Most importantly, we have a pattern called acknowledge, confirm, spam, next steps.
We first acknowledge the action they take, thanking them for signing up and registering for our webinar.
We confirm that they have a space reserved and that we received their information.
We remind them to check their emails for their registration link and confirmation email.
We finally tell them that the confirmation email might have been sent to a spam folder, so remember to check there.
Occasionally will have a thank you video as well. But the most important thing is to confirm their registration and tell them what will happen next.
This page doesn’t really change when we turned the final evergreen. We will simply remove the time and date. But that’s about it.
We create the delivery page when we build the funnel. However, we might not use it until we turn it evergreen.
This just means that we are fresh with everything we’re going to be talking about.
The delivery page will have a place to embed the video replay. As well as links to downloads, resources or products if it’s a sales webinar. Instead of a webinar confirmation link, the delivery page will be sent in future, when it’s an evergreen funnel.
Write follow up emails
This is also the best time to write your follow-up emails.
For the next three days, after the webinar event is presented live, you need to send reminder emails.
You don’t have to send many, or even have to make it that complex.
We like to send one reminder email the day after the call, to reminder emails on the second day and three reminder emails on the third day, and then that’s it.
If we are selling a product on the call, will start reminding people about the product around the second email on the second day.
But we will always at least remind people that the replay is available. It’s better to write the follow-up emails now, rather than chase yourself writing them after the webinar has been presented.
Set to evergreen
Once you’ve presented the webinar, upload your recording (we prefer Vimeo) and embed it on your delivery page. Then set your follow-up emails to start sending the next day, redirecting people to the delivery page.
Go back to your squeeze page and remove the time, date and countdown if you have one. Remove the time and date from the confirmation page as well.
You might want to switch off your Zapier automation if you have any. Also remember to check your Active Campaign lists for automation that isn’t suitable to an evergreen model.
What do I send people who don’t attend?
When building webinars, and driving traffic, you will absolutely have people who register but don’t attend. A 25% attendee rate is considered pretty healthy.
Those that don’t attend should still be sent to the follow-up emails. You can write your follow-up emails in a way that covers both people who attended and didn’t attend.
For those who didn’t register at all, if you’ve promoted it via your original email list, reword your follow-up emails again and drive people just to the replay. Add automation to send further follow-up emails for a product if they click on the link and view the webinar.
At Beaver Funnels we have a webinar funnel pre-built and ready to go. It creates all of your content, the pages, and the links to turn it evergreen with a few simple clicks.
If you’d like to play around with our demo you can click here to find out more.
Have you ever built webinar funnels before? Have you ever built webinar funnels for customers before? We’d love to hear from you in the comments below.