The sales funnel has been around since the bronze age, I’m sure of it. So why is it that webinars are just a part of the funnel, instead of channeling a whole separate webinar marketing sales funnel? Mouthful, I know, but hear me out.
What if I told you that by looking at webinar marketing as a whole separate campaign – with its own funnel – you could actually turn leads into customers via webinars?
I’m no Wolf of Wall Street, but I can assure you, it’s true.
But… What’s a funnel?
Let’s start with the foundation. A sales funnel is like an upside down pyramid where at different stages of the sales process you find different types of people:
(Image source: Udemy)
The idea here is that you find leads (a person or company who become aware of you), a percentage of those leads will be interested in what you offer and so they become prospects, a fraction of your prospects will actually follow through with a purchase – becoming your customers.
This is why it is in your best interest to find as many qualified leads (people who meet a certain criteria and will be interested in your product most), they’re your businesses oxygen. But only a portion of them will move down the funnel to become prospects, and so on.
OK, cool, you now get the simple funnel. Now imagine that pyramid with more steps that go as follows, from the top:
- Awareness – getting people to notice you can happen through social media, paid ads (our fave: Facebook Ads) , content marketing, events, cold calling, etc.
- Education – where you explain why people need your product, this is where you get a little salesy but not in an annoying way. You can make a connection, explain an everyday problem they may have that you know of and can possibly fix.
- Evaluation – where your lead becomes a prospect, they need time to evaluate whether or not you are the best solution out there. This is where samples, demos, and follow ups come into play.
- Engagement – the place where many prospects get stuck. This is your Everest, but you can throw in exclusive content or a special offer to nudge people in your direction.
- Scoop (sale) – you scooped up a new customer! Awesome!
But the awesomeness doesn’t stop there.
Why a webinar funnel?
You now know what you can expect in a sales funnel and what type of people to expect in the different stages. Use that foundation as we dig into how a webinar funnel works!
Let’s get to it.
People usually don’t know what they need or what they’re looking for until they see it demonstrated before them. However, here are some ideas as to what you can share with them that they might need. For example:
- Is there something in my area of business that people often struggle with?
- What do I know about my field of work that others don’t?
- Do I have a product/service that works better than the competing product?
- Can I offer insights that will help customers do something easier?
This part of the funnel is your ground zero. It is where you design your webinar funnel in a way to attract the right types of leads based on what you know your ideal clients want to learn. Emphasis here on, ideal clients, because if you’re not attracting the right leads, you’re going to have trouble moving them to the end of your funnel. Yes, it does require you to have some deep understanding of who your ideal client is.
Attracting leads to your webinar can happen in a couple of ways:
Landing pages – create a landing page that you can link to in your social media and email marketing. What your landing page needs:
- The title of your webinar
- Teaser or bullet points that explain what people can expect to learn and gain from your webinar
- Your short bio and picture
- Social proof (as seen on, featured by, etc.)
- The time and date of your webinar
- Call to action (join now, sign up, see you there, etc.)
Make sure that you make that call to action big and colorful. This is also your opportunity to A/B test what attracts more leads.
Email marketing – your email needs to have all the webinar details so that people know who-what-when. Did you know that it’s best to send at least 3 reminders and to start your mailings at least three weeks in advance? Well, you do now.
The great thing about webinars and email marketing is that you can not only send it to people that are already to your list, you can grow that list by asking for people’s contact info when they sign up for your webinar via other channels.
Blog – this is a fantastic way to get people excited. It’s where you might find a prospect just hanging around waiting for an excuse to become a customer. They might be reading your blog posts and thinking how they can find out more, then bam – they see a blog post with some introductory info AND an invite to a more in depth webinar. They sign up and go into the next phase of the funnel!
Social media – the big kahuna. Sure, a big portion of your webinar attendees will be existing clients, they’ll get an email, see a tweet or a Facebook post and decide to join. A popular tactic that has shown to work great, is using Facebook ads to pump up your webinar attendance and email list with fresh people? There are 1.09 billion (that’s right, BILLION) daily active users on Facebook. And on average only 15% of your webinar registrants will be people that are new to your business.
Assuming that of that 1.09 billion only 0.5% might be interested in the topic area your webinar will be covering, that’s still 5,450,000 people. Of course you’re not going to target all those people, but it is a big field to pick potential registrants out of to target with an ad!
There are a few options you can choose from in your Ads Manager panel. At this stage of the webinar funnel your best bets will be:
- Send people to your website (where you can get people to go to your landing page by creating ads within a dedicated campaign)
- Raise attendance at your event (which you can only use if you create a Facebook event for your webinar)
You can also do a combo and go for both solutions.
What you need to know:
- Pricing will depend on how much other advertisers are bidding to pay for that same target audience.
- You will need to rotate, test, and change the imagery and copy of your ads as people will get tired of seeing the same post over and over again.
- Don’t get overly specific with your audience, remember the funnel, only a percentage of your leads will become prospects. The less leads, the smaller your chance at getting prospects.
So why should you care about ads? By adding Facebook into their strategy, Wishpond increased their leads for a webinar campaign by 458%! They wrote a great case study about how they used Facebook advertising and what exactly they tested – but we suggest working with a pro since the Ads Manager does have a hefty learning curve.
This is where you take your knowledge live. Your webinar is an opportunity to start a conversation. Through the process of educating people, with video & audio no less, you are positioning yourself as an authority on the topic, building trust and that is the secret sauce to turning any leads into prospects – trust, the foundation to any good relationship. You create a connection with your prospects.
Get your attendees to ask some questions and even drop more highly relevant knowledge about their challenges, or to showcase your product/service abilities.
You had a small Q&A at the end of the webinar, those questions are an insight into the wants and needs of your potential customers. But maybe people still have questions? In this stage of the funnel you follow up, ask for feedback, and create a dialog with your prospects.
Exclusive evergreen content can climb more than just one everest!
Congrats! Your webinar funnel generated a new customer. The entire cycle has been completed and every part of your webinar funnel has done its part in your campaign. You scooped up a customer by showing them the value in your product.
Webinar funnel genius
Once you compare all the funnels and look at the possibilities (I’m still amazed with the 458%) it’s not that hard, right? You can easily see where each person is in your funnel and how a webinar funnel can work wonders to attract new & existing leads into a customer.
For those eager to become the best of the best, think about how you can turn your scoop (customer) into a swoon (loyal customer) with your evergreen webinar content, personalized special offers, and maybe a great deal or two.
Create evergreen content by sharing your webinar recording via emails – reaching even those who signed up but did not attend. Go back to your Facebook Ads Manager and promote a video of your webinar. If you have some prospects that did not attend your webinar but have been stuck in the engagement part of the funnel – send your webinar recording to those who didn’t attend, and promote your standing offer or solution in that email.
You’ve got this! – But in case you don’t, we’re happy to help.