All-In-One Guide To A Successful Webinar Funnel (Part 3)

All-In-One Guide To A Successful Webinar Funnel (Part 3)

Welcome back to our All-In-One Guide to driving traffic to your webinar.

If you didn’t get a chance to join us for Part 1 Your All In One Guide To A Successful Webinar Funnel (Part 1 – Pre-Webinar) and Part 2 Your All In One Guide To A Successful Webinar Funnel (Part 2 – During The Webinar), be sure to check them out.

In Part 1, we got a broader understanding of our webinar funnel, saw how important a deployment schedule is to the process, and discovered what Facebook ads can do to get eyeballs to our webinar.

And in Part 2, we learned how to go beyond simple social media ads for driving traffic and how to develop an award-winning landing page.

We also saw how we can use that landing page to capture crucial information for our retargeting campaign, as well as some tips to get our audience talking about the event.

But we’re not done yet!

Now, in Part 3 of our All-In-One Guide, let’s circle back around and return to our retargeting efforts.

Though the other steps in our funnel are just as important, your retargeting is also a critical step.

These steps will do a good deal of the heavy lifting to converting those people that signed up into an attending audience.

While you’ve boosted your number of sign ups, now it’s time to keep your webinar at the top of their mind.

Because almost 1 in 4 email users reports emails as spam just for fun (can you believe that?!), preparing your emails should get an extra bit of attention.

If you need some tips for email writing, check out our guide to well-designed emails.

But we’re going to discuss some important aspects of crafting emails and also how to write each of our own retargeting messages.

We’ll also touch on how to create an SMS message below best.

Remind Me: What is Retargeting and Why Do We Do It?

Remember that retargeting is the method of following up with our customers through targeted campaigns, much like a traditional email drip campaign.

However, it can include anything from ads, text messages, emails, consultation calls, and more.

The underlying idea is to draw them in with a larger experience that unfolds over time, but also to utilize the many platforms and message types we now have available to us in the Internet age.

Image Source: Retargeting

What do the numbers say?

Email retargeting campaigns tied to purchases can help mitigate high abandonment rates.

They also turn out to be far more important for customers than social media marketing.

And retargeting also remains a strong method of regaining potential customers that have visited your website.

Clearly, this part of our funnel will allow us to dominate the webinar world.

Protip: You can also create retargeting campaigns for any subset of your database, not just for the people who have signed up for your recent webinar.

Consider also having a separate campaign for anyone who has attended past events and may already have a webinar account with you.

Making Your Emails Personal

You’ll find that there are many different techniques and tips for improving your email open rates.

But today, we’re sharing with you one of the most important ones.

And that’s through personalization.

For many email readers, sifting through the mountains of spam that are sent every day is a real chore.

In fact, every single day almost 100 billion spam emails are sent out across the world.

At the same time, you only have about 3 or so seconds (yes seconds!) to attract their attention with your message.

Now, one of the perks going for us in this remarketing campaign is that messages based on previous customer behaviors are far more likely to be opened and acted upon.

But we want to go a step further and increase our chances and our traffic.

Image Source: How To Increase Your Open Rate By 22% With Personalized Email Marketing

First, use relevant information in your email title; for example, as the day of the week that the email will arrive.

Or try to work the word “you” or “your” into the title to make a personal connection.

Also, ensure you’ve customized the email with the customer’s name that we collected from our signup process.

But also, think of ways to make the message more than a simple webinar reminder.

For example, let readers know that they are free to ask questions by responding to the email, giving them a chance to interface with you directly.

These tiny change can make a big impact.

Research by Aberdeen Group has even shown that personalizing emails in this way can cause open and click-through rates to jump considerably.

Protip: In addition to making it personal, it’s also important to keep key factors about your intended audience, such as age and region, in mind as well.

Creating Your Retargeting Campaign

Especially if this is your first time putting together a webinar funnel, we didn’t want to leave you high and dry for generating your messages.

There are many different ways you could choose to set up your email retargeting campaign, but the template below is good for an effective start.

The biggest takeaway here is not to wait until the last minute, but instead to prepare these emails well in advance.

By doing this, you’re then able to focus better on managing the necessary segment of your database and preparing for your webinar.

And if you get the pre-webinar jitters, you’ll rest a little easier knowing that all your retargeting emails are scheduled to auto-send.

Image Source: How to Use Multi-Part Email Sequences to Increase Conversions

#1 Email – You’re Registered For The Webinar

Even though you’ve created a thank you page for letting your audience know they’ve signed up, sending a registration email is also an awesome idea.

It not only confirms their sign up, but it also establishes that they can expect more communications from you.

Establishing that expectation will give us the “in” that we need to continue sending messages without being intrusive.

#2 Email – 36 Hour Reminder

Sending an email to your audience at about 36 hours is meant to give them a simple reminder of the details of your webinar.

It jogs their memory, but also gives them something to look forward to during their week.

This is the ideal retargeting message to slip in a link you’d like to share; for example, to your Youtube page, your past webinars, or if you included a worksheet for your webinar, a relink to the download.

#3 Email – 24 Hour Reminder

For our 24 hour email, we’re giving our audience that chance to plan for the event the next day.

Many professionals are often flying by the seat of their pants, so 24 hours is a good reminder for them to clear some time for your webinar.

It’s 100% necessary to include the day and time of your webinar in this email. Keep this message short and with only one main point to avoid any confusion.

#4 Email – 1 Hour Reminder

Our other emails help to create a sense of energy leading up to your event, but really the 1-hour email is great for generating real urgency.

(And as we’ve seen, creating a sense of urgency is completely necessary for successful marketing).

Especially during a busy day, this one helps to refocus your audience and not let your webinar slip their mind.

Want to add some personalization?

You can almost always take a casual tone and mention how excited you are that they’ll be attending.

Ask them to send in 1 question they’d like to see you talk about most.

#1 SMS – 10 Mins Reminder

By crossing platforms and sending an SMS message, especially so close to the event, we further reinforce the expectation of attendance.

For some marketing professionals, SMS might feel a little intrusive at first, but relax!

Since we’ve already established and since this type of marketing is becoming more prevalent, it’s totally acceptable.

Aim for less than 20 words, and skip any sales type language.

Let your audience know you’re really looking forward to interacting with them and give them the necessary info to get to your webinar.

One of the best methods for this is using Twilio integration with ClickFunnels.

It’s perfect for this step, as it’s an easy process and adds that powerful motivator of a direct 1-to-1 text message.

#5 Email – Going Live Now!

It might sound a little confusing at first, but you’ll want to send you going live email 10 minutes before you actually plan to start.

If you’re a seasoned webinar pro, you might be able to guess why this is a smart strategy.

By sending the email just a little bit early, we ensure that any late comers can get into the webinar before you get started, but it also ensures that this email has hit their inbox if there are any server delays.

Protip: Similar to a classic email drip campaign, this series can also include anything you want to share to get them thinking about your webinar.

Remember, though, keep it short!

You’re all set.

Your pre-webinar funnel will help drive traffic, help you capture audience info, and also create a sense of urgency leading up to the event.

This will translate to more people attending and more chance to show off your brand.

Stay tuned for the next guide in our series and building your funnel to use during your webinar.

What webinars have you attended where they really knocked it out of the park? What did they do that worked or could have worked better?

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