Why you should be using webinar funnels yesterday
An evergreen webinar funnel is a path a visitor takes to become a qualified lead, learn more about your coaching package, and as a way to convert leads into customers. The evergreen runs continuously and generates sales for you automatically. The automated webinar funnel is a great marketing tool to present your offer, whether a product or service. We will focus on selling online coaching packages, but anyone who has something to sell can use an evergreen webinar funnel.
Whether it is a traditional sales funnel or an evergreen webinar funnel, the marketing tool is used to hype up your services and show the value of your coaching package that will resolve a problem. In other words, the evergreen funnel is a sales pitch and a constant stream of revenue.
If you are toying with creating an evergreen webinar funnel, I’m here to tell you, Do It! The webinar funnel is far more sophisticated and engaging than a traditional sales funnel, and the chances for conversion are much higher. Like really high.
In fact, a Segmeterics Study shows that an evergreen webinar funnel is 243% more effective at converting leads than a standard sales funnel. With those stats, why on earth aren’t you making an evergreen webinar funnel right now?
Well, how do you make an evergreen webinar? I will show you the steps to creating a webinar funnel that will help increase your conversion rates and profits in no time.
What is an evergreen webinar funnel?
Before we answer what an evergreen webinar funnel is, let’s back up. I will show you what a traditional sales funnel is, and then you will see the difference and how the webinar funnel is more effective.
A typical sales funnel begins with an opt-in or landing page. The visitor is then sent a series of four automated videos or emails about your product or service over a seven-day launch window. The hope is that the visitor will be converted to buy from you at the end of the series. The problem with this is that many people will drop out from the series without watching or reading them all, never making it to the actual sales pitch. And you are none the wiser on who and how many drop out.
Evergreen Webinar Funnel
A webinar funnel starts the same as a sales funnel with an opt-in page. Then the visitor is sent an email sequence containing a thank you page, an events page (or the actual webinar), a timed replay page, and a series of emails reminding attendees about the limited offer deadline. We will go into detail later on each of these pages, but for now, let’s discuss why the evergreen webinar funnel is more effective than the first type of funnel.
How is an evergreen webinar funnel different than other sales funnels?
An evergreen webinar funnel runs constantly, and new people sign up daily. It doesn’t matter what stage the prospect is at in their decision to make a purchase; the evergreen webinar funnel is there to convert them into a paying client. If set up correctly, an evergreen webinar funnel can generate passive monthly income without you having to lift a finger.
A webinar funnel is more interactive and allows for more engagement than a sales funnel. Rather than reading emails, your visitors can now see and hear you speaking about your service. It is important to note that the evergreen part of the webinar means that it is prerecorded (a little more on this later in this section). However, the hype and emails leading up to the webinar should make it feel like the webinar is live. The webinar is simply to illustrate how valuable your coaching package is to your subscriber and give them a taste of what they would expect from purchasing your package. The event adds value to your service, and attendees become more willing to want to purchase from you.
Referencing the Segmeterics study again, each of your leads in a webinar funnel is worth $81.05 each, so now you are converting more high-value clients. The event encourages attendees to stay involved longer; they feel the commitment and are more engaged. All of these factors help to convert attendees into purchasing.
Evergreen webinar funnels are ideal for high price services. You have more time to show your potential client the value your package offers and build a relationship with the subscriber to increase the conversion rate. The attendee will understand the value of your coaching package detailed in the webinar and become more tempted to purchase the high ticketed package.
In an evergreen webinar funnel, you can also record who attends, leaves early, or doesn’t show up and send appropriate follow-up emails for the specific situation. You have more opportunities to reel your visitor back in for another shot at pitching with a timed replay of the webinar and extending your offer to them.
Let’s discuss the evergreen aspect in more detail. As mentioned before, evergreen means that the webinar is prerecorded so that you can use it continuously as a marketing tool. You can either give your subscriber instant access to your webinar or set the webinar to repeat at a specific day and time of the week. The former option should only be set up for newcomers to your landing page to create urgency. You don’t want to make your webinar available all the time to repeat visitors, or they will lose the sense of urgency. The latter option can be used for new and old prospects.
A webinar funnel structure
Now that we know why a webinar funnel is more effective than a traditional sales funnel let’s jump into the structure of the webinar funnel.
Webinar Opt-in Page. The first part of the webinar funnel is the opt-in page. It is essentially the first impression a visitor has of your services, so it is important visually and logistically. The opt-in page is a landing page where a visitor lands while searching the internet for a solution to their problem. This page should be organized and appealing. Your landing page should include:
- Attention-grabbing headline-a headline that stops your visitor and makes them want to learn more.
- Secondary headline-this headline says basically the same thing as the previous, giving you another opportunity to engage with the visitor.
- Short video- A brief video explaining what the visitor can expect from your webinar will make them want to learn more.
- Easy registration- Ask for only the info you need to register the subscriber—the more accessible, the better.
- Testimonials- Show how excited previous clients have been and show your authority in your field.
Landing pages are relatively easy to create using SaaS products such as (affiliate link).
Registration Confirmation Page. Follow up with a confirmation page that also thanks your subscriber. This page should immediately follow registration explaining details of the upcoming events and how and when to attend. The confirmation page kicks off the email sequences to follow leading up to the webinar event. You will need to use an Email Service Provider (ESP) to capture the emails and categorize each contact. It is essential to have an ESP that sends sophisticated automatic emails to anyone who leaves their email address on landing pages or through your website.
Email sequence to increase webinar attendance. Once your client signs up for your webinar, you will want to send automatic emails reminding your subscriber of the event, sparking urgency and excitement up to the start of the webinar. Even though the webinar is prerecorded, your emails should make it seem like it is live, using words like “tomorrow is the day” or “the webinar starts in just 15 minutes.”
The copy and content of the emails should emphasize the webinar’s value to attend and what participants will expect out of the webinar. You do not want to sell your product or service in these emails. These emails are to hype up the webinar, not your service. Starting your webinar weekly rather than instantly gives you more time to promote your webinar.
Webinar Event. Your webinar event is prerecorded, but you want it to feel live. Start your recording by welcoming your subscriber. You can even say, “people are trickling in; let’s give it a few more minutes to begin,” or “Let’s get started” for the event to feel more in-person.
The event is essentially a sales pitch for your service or coaching package, so you should structure it as such. Begin by acknowledging your subscribers’ pain points or problems. Relate to their struggles with an anecdote and recognize that other solutions they may have tried obviously have not worked for them. Emphasize that a solution is essential and that you have the resolution they seek. Iterate the value your coaching package provides and how they can sign up for your service.
Introduce your paid offer at the end of the webinar. Once you have presented the values of your service to your webinar attendees, you are now ready to introduce your paid offer, or your coaching package. Remember, the webinar is a sales pitch of painting the picture of why the subscriber should buy your service, vividly coloring to resolve their problem, and highlighting the reasons working with you will change their lives.
In your pitch, emphasize the values, but don’t be afraid to ask for the sale! Add a call-to-action link to your offer. You won’t make the sale if you don’t ask for it. You don’t want all the hard work you did to create the funnel to go to waste because you forgot to ask the attendee to purchase your service. Create a sense of urgency for the sale with the offer's deadline. Use phrases like, “For attending the webinar, I’d like to offer this price,” or “this price won’t last long, so take advantage of it now.”
Send webinar replay. You can send the webinar replay to only those who may have left the webinar early, never attended, or didn’t make a purchase through your ESP. Make the replay only available for a limited time and say something along the lines of, “I know we have busy lives, so here is a replay of the webinar you missed, and you can watch when it is convenient for you.” You don’t want your subscribers to have access to the replay longer than the deadline of your offer. If you don’t cut off the webinar replay or the discount you are offering at the deadline, your prospect could revisit the page and see that the deadline wasn’t actual. This will automatically make the client lose trust in you as a coach.
It has been proven repeatedly that most people will buy under pressure. If they think they only have a particular time to purchase something at a discount or a limited time, they will likely purchase it at the last minute. Therefore, creating urgency is crucial in an evergreen webinar. To stand true to your deadline, you will need to have a deadline plugin to make the offer or deal inaccessible at the correct time.
Sales email sequence + retargeting ads. Once your webinar is over, follow-up emails are essential. You can automate the emails to go to only those who left early or did not make a purchase. These emails will want to be less about the sale of your service and more about emphasizing the values your service provides. Each email should create a sense of urgency and the deadline to purchase your coaching package offer.
When someone signs up because of your evergreen webinar, you can place that contact in another category to begin receiving different email sequences. These email sequences can be about your coaching package, keeping them up to date with the current offers and deals, and sales pages to add-ons and bonuses.
Retargeting ads are served to your website visitors or who have become a lead collected in your email list but didn’t sign up for your webinar. You can use the retargeted ads to target the visitor to sign up for your evergreen webinar. The retargeted ad can be more personable. For instance, you know that person visited your website, so your ad can speak to the problem to which the person was searching for a solution. The retargeted ad helps convert your visitor into a lead and complete the buying journey.
How to create an evergreen webinar funnel (step by step)
- Choose the webinar topic. What are you selling? Webinar funnels can be challenging to set up and take time, so you want to make it worthwhile. Sell your higher-ticketed coaching packages through the webinar funnel. The webinar will help to justify the high price and emphasize the value over the price.
- Create the webinar content. There are many tools to use to create the content of the webinar. (affiliate links here). Make your webinar easy to follow and aesthetically pleasing.
- Record the webinar. You will need to choose which webinar platform to host on. There are dedicated evergreen webinar platforms or places like Zoom or Google meet. Ensure that the platform you select integrates seamlessly with your landing pages and ESP.
- Schedule the webinar event. Will you make your webinar accessible instantly, or will you have a scheduled day of the week? You may want to have two dedicated days a week to host the webinar, so if someone signs up on a Wednesday or after, they can participate in the Saturday webinar. They can attend the Wednesday webinar if they sign up Saturday or after.
- Create the webinar opt-in page. The opt-in page is ideally the first impression a potential client has of what you offer. They were likely searching for services like the ones you provide and stumbled upon your landing page that immediately grabs the visitor’s attention and has a call to action to sign up for your webinar to learn more.
- Create the webinar registration confirmation page. This page thanks the subscriber for signing up and gives the webinar details. Details should include the day and time of the webinar and the link to join the webinar.
- Create and set up your email campaigns. After someone signs up for the webinar, they are automatically enrolled in the webinar email sequence. After they receive the confirmation email, reminder emails should be sent out a few times a day until the day of the event.
- Before-the-event emails should hype up the event and show your excitement. The emails should be short but tease the information and value they will obtain by attending. Think of these emails as a countdown, and send one last email right before the event, like “15 minutes until the webinar. Can’t wait to see you there!”
- After-the-event emails are designed differently according to the recipient. If the attendee purchased your online coaching package at the webinar, the email sequence would start with a thank you for purchasing your package and details to get started. For those who left the webinar early or didn’t show up, the email sequence will offer a replay of the webinar. You can say something like, “We missed you at the webinar, but I don’t want you to miss out on the offer.” This email sequence will begin with illustrating the values of your coaching package, and as the offer gets closer to the deadline, you can start creating the sense of urgency that the deal to have access to your coaching package is almost gone. Once the deadline arrives, the emails should stop. You can start a new sequence of emails to try and wrangle the non-purchasers back in, but make sure to offer a different deal than the one presented in the webinar.
Evergreen Webinar Platforms
There are multiple webinar platforms to choose from. Here are some things to consider when selecting the suitable one for your webinar.
- What do you want or need the platform to do to have a successful sales webinar? Do you need a basic platform to chat with a few individuals at a time, or will you need to accommodate many people in your webinar?
- What kind of experience do you want your audience to have when attending your webinar? Do you want them to be able to pick the time and date that is convenient for them to attend your webinar? Do you want them to have access to interactive questions or polls?
Keep in mind the features that are most important to you and try different platforms through free trials. Click through them to see what your clients’ experience would be like before deciding on a webinar platform. Talk to other online coaches to see what they like and dislike about their platforms. Ask your clients about webinars they have attended to gain insight as to what could have made the experience better.
Here is a great article comparing a few webinar platforms.
Evergreen webinar funnels are a valuable marketing tool with high conversion rates and increased profitability. Once you set up the automatic sales pitch, you will see new clients and a rise in coaching package sales. And the best part is you don’t have to physically be out in the online world cold calling prospects or be available for the online webinar. Once you set it, forget it and let the evergreen webinar do all the work for you.
If you have any questions or comments, please get in touch with me or let me know how your evergreen webinar funnel works for you!