How to Create a Killer Webinar (Part 2/4)

How to Build a Successful Webinar Funnel

Webinars have emerged in the past couple of years as one of the most important marketing strategies. They’re not only affordable but also highly valuable for your audience. Using a webinar, you can get people interested in your brand or product in less than 30 minutes.

According to research studies, 61% of professional marketers rely on webinars to boost the success of their marketing campaigns. However, despite using webinars frequently, most of them struggle with structuring the hook of their offer and turning a webinar into a sales funnel.

Even though it might seem simple to put together a few slides and hold a presentation, building a successful webinar is more challenging than you think. It’s not only about making the audience love the content you provide. They are going to appreciate the mini-seminar you created to interact with them.

However, the success of the webinar as a sales funnel depends on the sales you manage to pull out of it. If you’re wondering was my webinar successful? Could it have been any better?

We’ve got an answer that will end your doubts once and for all. One simple method to turning any webinar into a successful campaign is to properly set up a webinar funnel.

That’s exactly what we’re going to be dealing with in this 3 part series. Let’s get started with the step by step process of launching a webinar funnel.

What to Expect From Your Funnel

We’ve seen successful webinars with thousands of people in the audience and we’ve seen those with only a dozen. This leads us to conclude that it is important for the creator to know what they are expecting out of their own webinar.

It is necessary to set up realistic goals for the campaign in order to understand how well your content is performing. Only an average of 50% of registrants attend the actual webinar according to the statistics.

A similar percentage of your landing page visitors will actually register. At this stage of the process, we need to focus on increasing the number of people who register so that we can increase our overall audience.

Pro Tip: Let relevant ideas guide you while building the funnel.

To gain more perspective into this matter, ask yourself questions like “what demographics will most enjoy my webinar content?” or “are my sign up questions too invasive?

Planning a Deployment Schedule

The next important step of the process is to establish a deployment schedule. Cutting corners for your general sales funnels can hurt the conversion rates. The same goes for webinar deployment schedules.

By now you understand that setting up a webinar is a complex process that requires lots of interaction prior to the actual event.

If you put some effort in choosing the best time to host the event and scheduling a specific date for your webinar, things will go much smoother along the way.

Like any marketing campaign, webinars can be held at good or bad times. It is best to avoid the bad times by using online tools for laying out your schedule.

However, if you want to keep things simple, you can use a Google Calendar to mark the date when you will be ready to present your content.

The whole point of this step is to plan out your content well in advance so the entire scheduling and presenting process would go much more smoothly.

Pro Tip: These two resources (1 and 2) will help you determine the best time for your webinar.

More about Utilizing Ads

One of the primary aims of any successful webinar is to bring new customers to your company or brand. If you only post your webinar link to your website, you won’t be inviting anyone else other than your already existing audience.

The point is to use the webinar to draw new people in and the best way to do that is to leverage what the digital world has given us – the social media networks.

According to DMR stats, Facebook ads take up almost 20% of all global digital ads, which means there is a great opportunity for you to jump in and take a piece of that pie.

Since Facebook has almost 1.5 billion users, you are definitely going to find people who are interested in the content you have to offer.

Let’s take a look at your options when it comes to creating Facebook ads. By far the best method to grow your audience using Facebook ads is to use the Facebook ad pixel. However, we are going to focus on driving traffic to the webinar using the simplest Facebook ad methods.

1. Choose an Image and Ad Size

Before creating the actual ad, you need to determine its size. We’re going choose the  size recommended by Facebook, which is 1 200 x 628 pixels. You can refer to their handy guide in case you need more help with setting up the ad.

Make sure to choose a powerful image that will capture people’s attention and encourage them to take action. Keep in mind that you can’t just use a photo of a cute puppy, it has to have a strong connection to the actual webinar.

2. Create Content and a Call-to-Action

Next up, you have to make sure that the message you’re advertising reaches your audience the right way. Make sure to create content that combines valuable information about the content of your webinar yet puts enough emphasis on the benefits people could gain from it.

Ask yourself what the audience is going to get out of this webinar. Will they learn more about the industry, will they get motivated, or learn some new tricks and tips related to the topic?

Make sure your ad content is simple and concise. Don’t forget to include a strong call-to-action at the end to encourage people to sign up. 

3. Start Your Campaign

The actual process of setting up a basic ad campaign on Facebook is very simple. Here are some of the key steps:

  1. Go to Facebook and select the Ads Manager on the left side menu. You will be taken to the basic dashboard where you can create and manage all your ads, as well as check the statistics of already existing campaigns.
  2. Click the Create Campaign button to start a new ad campaign for the Webinar. Make sure to fill in your billing and payment information so everything is ready to go once the ad is set up. To do so, click Ad Manager at the top and select Billing and Payment Methods.
  3. Next up, you have to choose where the ad is going to send your audience to. If you’re not using an ad pixel, it is best to choose Send People to Your Website. However, you can play around with the options if you want to implement a specific ad strategy.
  4. Now you have to fill out the audience info, which will depend on your business and the type of content you provide. Think of the type of viewers who would gain value from your webinar and try to target their similar interests. The audience definition gauge on the right side will help you determine how many people your campaign is going to reach.
  5. Lastly, decide your ad budget and finish filling up the relevant information on the next page. Make sure to use the ads preview to see what your ad will look like once live. Check whether it looks good across all devices to ensure best results. Now you’re ready to go!

Pro Tip: You can also add custom audiences using the Create a Custom Audience link on your audience selection page. This lets you use the data from previous customers to better target your new audience.

4. How Long Should You Run the Ad Campaign?

Most people usually shut off their ad campaigns a day or two before the webinar. It seems like a reasonable way to save some budget since the ad has already done its job.

However, this is not the best thing to do. While it is true that 75% of Facebook ad engagement happens in the first five hours of posting, there’s a lot more that goes on later.

Even when the ad traffic starts slowing down, it is good to keep it running all the way until your webinar starts. According to webinar attendance and viewership statistics, almost 25% of attendees sign up at the very day of the event.

That means shutting down your ads too soon could hurt the attendance rate. It is recommended to keep your ad running until the webinar is done.

Pro Tip: Learn how a Facebook ad pixel can help you track conversion rates more efficiently.

In the second part of our guide we will tackle the best practices for creating landing pages and capturing customers. Stay tuned for a lot of fun and valuable information.

Let us know which part of hosting a webinar is most challenging to you?

Click here to the next article: How to Create a Killer Webinar (Part 3/4)

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