So you’re looking to automate your marketing and start generating some more sales without having to jump on the phone every time you need to close a deal?
Bringing automation especially marketing automation into your business model can be super beneficial.
It frees up your time to focus on all the other gazillion things you need to be working on.
And it helps you start to bring in consistent sales every week for your business.
In automation, evergreen content is king and can help set up your business for long-term success.
Having an evergreen webinar funnel can provide you a consistent stream of sales no matter what you’re focused on at the moment.
It’s one of the highest leveraged ways to sell your products.
And who doesn’t want that?
Let’s jump into how you can make that happen by building a converting evergreen webinar funnel.
Table of Contents
First, What Is An Evergreen Webinar?
The biggest difference between evergreen and live webinars is that evergreen webinars are pre-recorded once and automated, while live webinars are just that… you hold them live.
Evergreen webinars can live on forever if they are still relevant and can continue to be useful for your audience as time goes on.
These types of webinars can be highly effective and efficient since you don’t have to jump on and host them once a week.
You record it once and people can watch it on demand.
Once you go evergreen you open up a lot of time and the opportunity to generate sales while you’re away.
How Does An Evergreen Webinar Funnel Work?
With an evergreen webinar you have a webinar that is available 24/7 for anyone online to access at any time.
All someone has to do is enter their email and pick a time to watch.
Then you can have your best content available for anyone when the timing is best for them.
Most businesses use their webinar to educate and then sell their core offer because it gives you the ability to offer a ton of value upfront, and then they can choose to work with you as a paid customer.
Even if they don’t buy they can learn about how you work and hopefully you can persuade them to work with you later down the line through your follow-up and long-term nurturing.
A well-done funnel can also qualify your leads to ensure that your time is dedicated to those who are most likely to make a purchase.
That way, you’re not wasting resources on leads that will go nowhere and you’re able to save yourself time and effort.
How to Create an Evergreen Webinar Funnel
Webinars are awesome for selling info products, online courses, high ticket programs, and even monthly memberships.
They take some time to get right. And if you’ve never done one, expect that you will do a couple before it sticks.
But essentially what you are doing is recording a webinar event and then using software to allow anyone to access it on demand.
Most webinars consist of 70 – 90% of valuable content with an offer at the end promoting a product or service that is the next step to working with your company.
Let’s walk through the outline of a good webinar presentation:
Lead Off With The Big Idea And Big Benefits
The only reason someone is going to sit down and watch a 45 – 90 minute presentation is because they get something out of it that they need.
With all the competition out there, the best thing you can do is lead your webinar off with a big marketing idea.
Something that is emotionally compelling and intellectually stimulating.
Show your viewers what they’re going to get out of coming to your webinar that’s different than anything else anyone is offering out there.
That’s how you can get someone’s attention fast.
Don’t save the good stuff for later in the end.
Think of your first couple of minutes like a movie trailer. You want to show them all the juicy exciting stuff they can get out of staying, right upfront.
Lead with your best foot forward to hook someone in and get them excited about learning from you.
Identify With Your Audience
Like all marketing, your webinar will make the most impact if it stays very relevant to your target audience.
You have the perfect opportunity to outline the complex problems facing your clients, identify with them, and provide them a solution.
Whether it is mirroring their feelings of frustration or demonstrating how you connect to them, when you identify with your audience, you form a sense of community and camaraderie.
Tell them who you are, how you came to overcome the challenges they face, and why you have a unique perspective for them.
The more visitors feel like you understand their situation, the more likely they will want to keep paying attention.
Actually Teach Some Great Stuff
A good webinar is filled with educational content.
Everyone hates it when they show up to a webinar to learn something and after an hour walk away with nothing in return.
You want to educate your audience about the problems they face and give them a framework or solution in order to solve their problems.
Once you have covered what the problem(s) are that face your audience, you have the chance to share your unique way of solving them.
This valuable information establishes your expertise and it also sets you up as the person capable of fixing the problem with your product or service.
Make An Offer That Helps Them Get What They Want
Once you get to the end of a webinar it’s time to sell.
There’s no shame in making an offer.
And after someone just spent an hour learning from you, now is the time to do it.
You can either have a call to action to buy a product right from your webinar or have them schedule a call to talk with someone on your sales team about working together.
Show them how the product works and how it will help them get the outcome they want regarding the topic of your webinar.
Make Sure To Have A Compelling Final Call To Action
A concrete call to action message is vital for making that closing sale.
A lot of people need a small push to make the jump and make the purchase.
At the end of the webinar is the time to make them a big offer and make it so compelling that now is the time to act.
You can easily use a sense of urgency in your final call to action to entice your audience to act now instead of later.
Nobody wants to feel like they passed up a great opportunity.
Add Bonuses To Your Offer
Everyone loves bonuses that can complement the original offer.
It’s great to add on bonuses that only are available through your webinar that are not available through your main site.
These bonus items can vary depending on your product or service.
From free coaching to extra guides and trainings, bonuses should be something that brings a lot of value to the potential customer and that they will unlikely turn down.
The Money Is In The Follow-Up
The truth is the majority of the people will not buy after watching your webinar.
That’s totally normal.
How you handle the ones who did not commit can make a huge difference in your bottom line.
Make sure you have a strong follow-up sequence for anyone who watches your webinar and customize it based on how far they made it through your funnel.
If they signed up but didn’t attend, make sure they get the replay.
If they showed up but didn’t stay, make sure they get to see the rest of the content.
And if they watched the whole webinar but didn’t buy, make sure they understand all the amazingness of the product you have to offer at the end and give them compelling reasons to sign up now.
Even if after all that they still don’t sign up to be a customer keep in touch with them through regular email follow-up.
Maybe people become customers after months or even years of following you online!
So remember when creating an evergreen webinar, you should keep these important aspects in mind:
- Have an extremely compelling offer for your webinar. Most of your success comes from your Big Idea and your offer.
- Make sure you grab your viewers attention by showing them the big benefits of watching the webinar upfront.
- Keep your viewers engaged and keep emphasizing the value of what you’re teaching them.
- Don’t just tell them what to do, show them lots of examples of how other people are doing exactly what you’re showing them.
- Have a great offer at the end that is only available to viewers who watch your webinar.
- Make sure you follow up with anyone who attends your webinar and develop a relationship with them regardless of whether or not they become a customer.
Some Tips To Have An Engaging Evergreen Webinar
Holding onto the attention of viewers is hard for long lengths of time.
Everyone’s busy, so how can you keep them around?
Adding these features into your webinar can give it extra value and help visitors understand the content while breaking up lengthy videos.
Slide Deck Presentations
Slide decks are the classic way of holding a webinar presentation.
You’re basically giving a presentation to show viewers pieces of information instead of just talking about it.
This group of slides help to tell a story or a sequence of events for your visitors.
One great way to keep a slide deck presentation engaging is to switch in and out of some of these other features like:
Whiteboard Displays
If you are explaining complex concepts or want to visually show the audience a series of steps, using whiteboard displays can do the trick.
Drawings, arrows, and other visuals will give your visitors a feeling of personal interaction as if they are right there with you, even if the webinar is not live.
Screen Sharing
Utilizing the screen share function can show visitors how easy it is to navigate a program or make various selections and use your screen to demonstrate.
It’s always a great idea to just show people what you’re talking about when you are talking about it.
Messaging or Text Chats
Giving your visitors the ability to chat or message questions can let your audience know that you are listening to them and are willing to help with any questions.
While text chats work well during live webinars, it can be more difficult to navigate with pre-recorded sessions.
If you have an automatic schedule of your webinar happening each week on Mondays at 2 pm, you could join in the chat while visitors are watching.
This method can give it the look and feel of a live event and make it more personable for your viewers.
Surveys or Polls
Asking for feedback from your users helps form a connection with them.
Surveys or polls requesting suggestions can give you valuable information about how you can improve your webinars for the future.
Most webinar software these days have built-in options to have polls come up during the webinar to keep people engaged and active during the presentation.
Promoting Your Evergreen Webinar Funnel
Once you’ve created your evergreen webinar funnel, it’s time to get it out there in front of your target audience.
Unless you have a ton of organic traffic not many people are just going to find your webinar online.
You have to promote it to them.
Social media campaigns, email newsletters, and paid advertisements are just some of the terrific ways you can collect visitors to your webinar.
Promote Your Webinar With Paid Advertising
There’s two main ways to promote your webinar: You can either pay to play or go the organic route (aka free promotion).
Facebook and Instagram
Depending on your market Facebook and Instagram ads might be one of the best ways to promote your evergreen webinar online and scale.
But you can also use both platforms organically.
Try promoting on your business page, or even your personal page (usually has more audience).
Take a stab at Facebook groups too, which are a great place to connect with people who could be interested in what you have to offer.
Instagram stories and lives can be a cool way to start building engagement with your organic audience, creating a trusting relationship by showing them who you really are.
Google Ads
Google AdWords is a paid option that allows you to show your ad to a large number of Google Search users.
It is also connected to the Google Display Network (a group of more than 2 million websites, videos, and apps) and YouTube.
The key to success here is to choose the right keywords for your ad and target the right audience.
It can get competitive and expensive fast, but it’s worth looking into depending on your niche and offer.
Linkedin allows you to connect with professionals who might be interested in your webinar as well.
This is a notable one to use organically and build up a rapport with other relevant professionals in your niche.
Also similarly to Facebook, you can use LinkedIn Groups to spread the word about your webinar.
Keep in mind that the LinkedIn community is different from Facebook, so your messages should be more professional in style and tone, and post only in groups that directly relate to your webinar topic.
Find Partners To Promote Your Webinar
On another note, you can also look for partners to work with who have similar audiences and get them to promote your webinar to their audience.
You can even offer them an affiliate commission for any sales that come from their audience.
It’s also helpful for your audience if they can hear another perspective once in a while, particularly when it’s coming from another relevant person in the space.
The Takeaway
One of the best ways to start bringing in passive income is to create an evergreen webinar funnel.
We’ve done millions of dollars in sales for online courses by driving Facebook ads to a webinar funnel.
It works!
And you can find examples of it all over the internet.
Watch a couple webinars yourself and see just what you like or dislike about them and use that information to help build your own.
Try to look at it through the eyes of your visitors. What would they like to see? What would they find useful? What would make them decide on a purchase?
I hope this helps you take the next step to developing a killer profitable webinar funnel.
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