What do you need to know to create a webinar funnel that scales?
Honestly, it’s not nearly as complex as you might think.
The problem is that most people don’t have a clear model.
And so they over-complicate it.
They focus on all the wrong things.
Even worse, there are marketers and others who benefit from making it seem complicated — so you’ll buy their latest software or program or whatever.
Which doesn’t actually serve you. Because the more complexity you introduce, the less likely you are to take action, much less the right action.
But before we dive in…
BTMSinsiders MONTHLY memberships are open again…
This week, I’m doing a special internal launch, for my followers, fans, and insiders — that means YOU!
I’m opening up the BTMSinsiders All-Access Pass for monthly memberships again. This gives you immediate access to ALL my training, for one low monthly price.
When I start inviting in the public next week, the price will be $97 per month.
But this week, you can get in for $50 off your first month. This is a one-time deal for the re-launch of monthly memberships, and will never be repeated.
Click here to learn more about the BTMSinsiders All-Access Pass monthly membership.
(This offer is good until Friday, March 6th, 2020 at 6 PM US Central Time.)
I also did a Facebook livestream on this earlier today, explaining what’s going on — you can check it out here. (Be sure to turn the sound on.)
Okay, back to today’s topic.
It’s Monday, the day I answer your questions…
Today’s article is in response to the following reader question.
To have your question answered in an upcoming Mailbox Monday issue of Breakthrough Marketing Secrets, you can fill out this quick form.
Here’s the question…
—
Roy,
Its one thing creating a great webinar it’s another creating a great FB funnel to get it out there? I would love information on this.
Thanks!
PJ
—
There are three things you MUST get right to have a webinar funnel that scales…
And actually, this applies to ALL funnels.
And really, any online business.
— You need THE RIGHT TRAFFIC.
— You need THE RIGHT CONVERSIONS.
— You need THE RIGHT ECONOMICS.
If you don’t have all three, you’re going to struggle.
And yes, I know this seems “too simple.” Because there is some nuance, for example, in getting your traffic right, or getting your conversions right, or getting your economics right.
But you have to be able to take this high-level perspective to also be able to effectively get down into the weeds.
Also…
You need to work backwards…
Many marketers think through this in the same direction as the prospect.
From traffic… Through the funnel… To the economics.
That’s backwards, and can be costly.
You’re much better off working backwards…
Starting with the value proposition and economics of your offer — actually, your multiple offers, in many cases.
Then making sure your conversion system is set up to effectively move prospects in the direction you want.
And only after those two are nailed down do you really focus on driving traffic.
THE RIGHT ECONOMICS…
The first question I want to ask is “What are you selling?”
What is the actual offer being put forward on the webinar? What are the economics in that offer? Is the price high enough to pay for cold traffic, and have a good chunk of money left over for your margin?
Is there another offer after it? Is there a continuity component?
What are all the ways that someone who watches the webinar and is interested in your products or services actually gives you money?
Beyond that, most funnels have multiple offers. So what’s the price point and conversions on the first offer? On the second? Any subsequent?
What other factors contribute to the economics of a conversion?
And then ultimately, what are all the value metrics? When someone takes the second offer, what’s their value? What about when they take the first? What about when we can simply get them to the offer after the webinar? What about if we can get them on the webinar and watching? What about for opt-ins? Clicks to landing page?
While the technical aspects of implementation may vary, there are definite conversion points along the way.
And each of those should have a value-per-person that gets to that step.
If you know this, you have a clear idea of how much you can afford to spend to get them to that step.
If you don’t know this, you won’t know what to tweak, and you won’t be able to confidently scale.
THE RIGHT CONVERSIONS…
Okay, so you at least understand the importance of tracking economics throughout your funnel.
What about the funnel itself?
Well, a standard webinar funnel, going through it in the same order a prospect will go through it, includes…
— The ads that get them to click…
— A landing page that asks for them to opt-in…
— The page where they view the webinar…
— Some kind of offer page (or application/scheduler for a higher-ticket client offer)…
— The main conversion…
— The upsell conversion after the first sale.
… At least.
To the point of the question, it’s about having more than just a webinar.
(Actually, a live webinar campaign is, too — that was the whole point of my Webinars That Sell training through BTMSinsiders.)
But it’s honestly not that complex, either.
With every step in the funnel, there’s a clear next action the prospect needs to take to “convert.” Some will, some won’t. The percentage that do is the conversion rate (sometimes under different names, e.g. clickthrough rate, opt-in rate, etc.).
Your goal in every step is to maximize the number of qualified prospects that move to the next step.
Sometimes you’ll do that by testing the content itself, to make the page work better. Other times, you’ll do that with supplemental tools, such as an email campaign or retargeting ads that drive people back into the funnel.
Examples:
— You might test different ad copy, to see what gets the most clicks to your landing page.
— You could test different landing pages to see what gets the most people to register. (Maybe you test offering the webinar as “live” versus “instant access.” Maybe you test long versus short, or video versus text.)
— You could actually test different versions of the webinar itself, or different elements on the page on which the webinar is displayed. You could test showing the call-to-action immediately, or after a delay.)
— You could test emails that go out after registration, to get people back to the webinar page, or to the offer page.
— You could test the offer page. Long. Short. Long for early clicks, and shorter for once the offer has been explained in the webinar.
— You can test the offer itself.
— You can test upsells.
— You can test things like welcome packages or phone calls that go out after the order, to make customers stick and to offer additional resources.
And on, and on.
The idea being that the first version you put up is simply your “control.” Then, you start testing other versions against it. When something else works better, that becomes your new control.
Scaling typically only happens after optimization.
THE RIGHT TRAFFIC…
Assuming you have all of the above right, you’re most of the way there. Although your sales and profits are just getting started.
Because you actually scale when you are driving cold traffic into the top of the funnel, and able to convert that traffic for a near-immediate profit.
Start by making sure your hot traffic is working.
That is, if someone searches for your name, or the product name, or the webinar name, make sure they get put into the funnel. And if they’ve already gotten into the funnel, use retargeting to put them back into the funnel at the point where they left off. (e.g., I opt-in and start the webinar but don’t convert, you can target me within hours on Facebook for another ad pointing me back at the webinar replay page, or even a more direct ad for the offer page itself.)
Once your warm-to-hot traffic is well-established, you can go for cooler traffic. More general retargeting traffic can be aimed at the top of the funnel.
And then there’s colder traffic still. Lookalike traffic, interest targeting, and other affinity groups can be pointed at the top of the funnel.
It’s all about the system…
The better your system for dealing with the traffic, the better you’ll do when it comes time to actually drive that cold traffic and scale.
That’s why I work backwards on all of this.
By the time you’re getting to cold traffic entering at the top of the funnel, everything else should be pretty solid.
That’s when the real breakthroughs happen.
Yours for bigger breakthroughs,
Roy Furr
