If you have a product that is in the $500-$2,000 range, and you are not doing webinars, you are literally leaving thousands of dollars, if not tens of thousands of dollars, on the table.
In this post, we are going to talk about what a webinar funnel is, how it works, what makes it different from a ‘normal’ front-end self-liquidating funnel, and go over the basics of how to create one in 7 quick and easy steps.
We are also going to talk about how you can very easily add a webinar-portion to the back-end of your existing funnels, to make the process of marketing these higher-ticket products even easier!
Let’s dive in and get started!
What Is A Webinar Funnel?
A webinar funnel is basically a sales funnel that uses a live video webinar as the lead magnet.
In this live video webinar, you will provide a solution to your audience to help them solve a problem.
But toward the end of the live video, you will transition into giving an offer for a semi-high-ticket product (in the $500-$2,000 price range) at a temporarily discounted price.
A webinar funnel gives you the ability to ascend beyond your normal $37 or $97 funnel product offerings, to selling a higher-value product, thereby leveling-up your margins and greatly increasing your revenue.
But… it must be done right if you want it to actually work.
There are several steps to putting a webinar funnel together the right way, and it all starts with figuring out what product you plan to offer in your webinar.
Let’s dive in.
1… Identify Your Product And The Problem It Solves
Webinars actually require quite a bit of effort to get right… because they involve you literally getting in front of a camera and interacting with the visitors who have registered for it.
That means that you won’t want to offer products below that $500 mark in your webinar. The return for your effort likely just won’t be worth it.
If your product is in a lower price category than that, you are probably going to find that sales letters and sales videos will be perfectly adequate.
But, if you have a product that is priced between $500 and $2,000, then that is the product you’ll want to offer at the end of your webinar.
This is a semi-high-ticket product with a much larger price tag… but you will offer it at a discounted rate for those who register and take part in your webinar.
Why use a webinar to sell these higher-ticket products?
Because there is a certain magic involved in the live interaction that really helps to compel people to take action. A webinar is a lot more work, but it contains a lot more selling power than a sales video or sales letter.
Structure Your Webinar To Deal With The Problem Your Product Solves
Since you’re going to be offering this higher-level product, you will want to structure your webinar to provide a solution to the particular problem that your product solves… keeping in mind that relevancy is a crucial component to your success.
You want to…
- Deliver a ton of free value in your webinar
- Then, at the end, give them an offer for your higher-ticket product that will absolutely super-speed or boost their ability to solve that same problem even more
So structure your webinar accordingly. Learn more in this video
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If your product is a 6 part video course on “How To Grow Larger Biceps Fast,” you will want to structure your webinar like this…
- Offer a free webinar called “How To Naturally Build Larger Arm Muscles” or something similar
- Talk for about 40 minutes about how to do exactly that. Offer a ton of value.
- At the end of your webinar, tell them that they should really buy your video course, because this will give them everything they need to know to absolutely blow the roof off their workouts, dieting, and everything related to building larger biceps FAST
Structuring the webinar and matching it with the perfect product offering is the best way to get a fantastic start on making your webinar funnel a success.
2… Start Building Your Webinar Funnel
The first thing that you’ll notice about the basic structure of the Webinar Funnel is that it is very, very similar to the self-liquidating Facebook ads funnel.
Since you’re going to be offering this higher-level product, you will want to structure your webinar to provide a solution to the particular problem that your product solves… keeping in mind that relevancy is a crucial component to your success.
You want to…
- Deliver a ton of free value in your webinar
- Then, at the end, give them an offer for your higher-ticket product that will absolutely super-speed or boost their ability to solve that same problem even more
So structure your webinar accordingly.
If your product is a 6 part video course on “How To Grow Larger Biceps Fast,” you will want to structure your webinar like this…
- Offer a free webinar called “How To Naturally Build Larger Arm Muscles” or something similar
- Talk for about 40 minutes about how to do exactly that. Offer a ton of value.
- At the end of your webinar, tell them that they should really buy your video course, because this will give them everything they need to know to absolutely blow the roof off their workouts, dieting, and everything related to building larger biceps FAST
Structuring the webinar and matching it with the perfect product offering is the best way to get a fantastic start on making your webinar funnel a success.
2… Start Building Your Webinar Funnel
The first thing that you’ll notice about the basic structure of the Webinar Funnel is that it is very, very similar to the self-liquidating Facebook ads funnel.
(It actually starts with traffic… but since you will want to build your funnel before you start sending traffic to it, we will talk more about traffic in step 6! For now, let’s talk about the general webinar funnel construction.)
Registration
So first, you will run traffic to a Registration Page. This registration page promotes the free webinar.
It will include the exact time of the webinar, and it is going to tell them that they are about to learn the secret to solving their problem.
It essentially works like this. People click on a Facebook ad, a direct email blast, or some other link… and are taken to your registration page.
Here, they are offered a free webinar at a certain date in the future… and all they have to do to attend and be a part of it is give you their email address and register.
That is how you get them to sign-up, and even if they don’t attend, you will still be signing them up for your email list, and getting them started with your autoresponder sequence.
The conversion rates on these pages tend to be very good. You don’t really need a lead magnet, because you’re committing to showing up to do the free webinar… which they will gain access to once they register.
You can literally use this registration page to generate leads, and in the back-end of the funnel, after your webinar, you will plug your product… but we will talk more about that in a moment.
(Note: Clickfunnels is a really good system for building funnels fast, and they make it super simple They can even manage the order and delivery of your products. If I were just starting out to create my first webinar funnel, I would really recommend taking a look at their systems!)
Building Your Email List
When visitors sign up for the webinar, they get added to your email list. This is actually really important, and it makes the registration profitable for you even if they don’t actually end up attending the webinar.
Why? Because now you can promote to them via email after the fact, and your autoresponder sequence can remind them of the webinar, give them more information, let them know why it’s important for them to attend, etc.
Even if they never attend a webinar, though, you can still add them to your broadcast list. You can provide them with a ton of value, build up trust, show them what you do and how you can help them, and work toward the process of winning them over as regular customers/followers.
This is how you build your tribe and nurture your following!
Always Thank People When They Sign Up For Your Webinar
This should be a no-brainer… but always make sure to thank your visitors when they sign up for your webinar.
Send them a friendly autoresponder email that not only gives them information about the event, but that also thanks them for participating!
If they didn’t participate, your webinar wouldn’t be much of a success!
3… The Webinar
The webinar itself is pretty simple. When you go live, you will want a headline at the top and your video-feed beneath that.
Oftentimes, there will also be some kind of ‘chat section’ where viewers can ask questions, and where you can share links.
There will also be an ‘order now’ button located beneath your video, but that doesn’t show up right away.
You’ll be doing a screen share, a talking-head style video, or maybe both… and you are going to deliver a ton of value.
You’re going to talk with your audience and work with them on their problems. You will share some of your stories, and provide solutions… and will plan to wrap up the webinar in about 45 minutes.
That’s a pretty decent length for most successful webinars.
But as you reach the climax of your webinar, you will present them with a deeper-level product offering.
You provided free solutions in your webinar… a ton of value. But if your viewers really want to jump-start their success and solve this problem fast, starting right now, they need to order your higher-ticket product… the temporarily discounted product in the $500-$2,000 price range.
This is when an ‘Order Now’ button should pop up beneath your video feed. As an alternative to this, you could also refer them to a specific URL to show them where they need to go to make the purchase.
What Platform Should You Run Your Webinar On?
This is a great question!
Zoom.us is one option, and they offer a free version… but it tends to be clunky and not super effective for a webinar format.
Demio.com is a platform built specifically for webinars, so that is an option that you can look at.
Webinarjam.com is another platform specifically formulated for webinars. It could also potentially serve as a quality tool for running a successful webinar.
You Will Need Help With Your Webinar
Most successful high-ticket webinars involve more than one person working behind the scenes.
There is going to be the person ‘on camera,’ the ‘talent,’ or the ‘expert,’ so to speak… which will most likely be you!
But there should also be another person helping you behind-the-scenes.
They will be answering questions in the chat-box, posting links for you, letting you know if really good questions are coming through so that you can address them, deflecting questions that won’t really help with communicating the value of the webinar, etc.
Having the right help can turn a stressful, clunky webinar into a smooth-flowing event that everyone will reap huge value from… and that is exactly what you want!
The Perfect Webinar ‘Script’
Another essential ingredient to a successful webinar is an awesome webinar ‘script.’
You can click here to access The Perfect Webinar Script, which is a giveaway by Russel Brunson.
This guy has generated over 30 million dollars with this script, and it is absolutely the best you will find.
What this script really does is it tells you how to transition from teaching your content to delivering your offer in a way that is psychologically sound, that will actually get people to take action and buy your product.
And that is really the whole challenge with your webinar script.
How you go about presenting your solution to the problem, and then transitioning into that offer… that is the ‘magic point’ where you will either make sales or lose your audience interest.
So you want to have your script down, and you want to crush it on those conversions.
Always Record Your Webinar!
You will definitely want to record your webinar to make sure that you preserve all of that value for future projects.
You may want to turn it into an evergreen funnel at some point in the future!
We will talk more about that in a moment, though.
For now, let’s talk about the Order Page.
4… The Order Page
One great thing about a webinar funnel is that they tend to have a pretty high conversion rate.
If you can get enough registrations, and get enough of those people to actually show up for your webinar, there is something really ‘magical’ about that one-on-one experience.
Directly teaching your viewers, and sharing value via a live video interface is much more impactful than a sales video or sales letter… which will help you to convert visitors into paying customers at a higher rate than you might expect.
Once they click on your link, or on the ‘order now’ button, they are taken to an ‘order page.’
This is where they will get a special offer for the product, at the special webinar-only price.
This is usually a time-sensitive offer that is only going to be available for 12 to 24 hours after the webinar has been completed.
This creates a sense of urgency, while also giving them the chance to get an awesome, one-time low price on a product that is usually priced a lot higher.
Once they purchase the product, delivery is commenced pretty much immediately.
5… Delivery
The delivery page is super simple. On this page, you basically just give them a button where they can download the product… and boom. You’re done.
You can also include a ‘thank you’ here, where you let them know that you appreciate them choosing you as their solution to the problem.
6… Traffic
One of the biggest challenges with a webinar is to get people to show up once they register. About 50 to 75 percent of people who sign up won’t show up.
A good rule of thumb for getting enough people to attend is this… if you’re hoping to get 25 people at your webinar, make sure that you do enough marketing to get 100 registrations!
How do you drive traffic to your registration page? Well, that’s an excellent question.
Facebook is one of the best tools right now for driving targeted traffic to your landing/registration page.
If you want to know how to maximize your Facebook ads to drive a ton of traffic to the front-end of your webinar funnel, then you really need to view this recorded webinar of Scott Moran, co-founder of the Facebook Ads Academy, talking about how his company gets over $10,000 in FREE traffic every single day from Facebook ads!
It might sound impossible, but it’s not!
They’re essentially using a self-liquidating offer, which gives you the greatest bang for your buck right now if you want to crush it with funnel traffic and don’t want to spend thousands of dollars doing it!
What is even better is that you can use a regular self-liquidating funnel to sell your webinar by offering your webinar on the back end of the funnel as an extra step. We will talk more about that, though, in a moment!
7… Convert Your Webinar Funnel To An ‘Evergreen’ Format
Webinar funnels are a time-sensitive thing because the lead magnet you are using is an actual live event.
So what happens to all of that funnel construction once the webinar is over?
After the live version of the webinar is complete, you can still use the funnel with a recording of your webinar, and in doing so, convert the funnel into an ‘evergreen’ structure that can still bring huge amounts of value to your audience and convert for you, even months or years after the original live webinar took place.
If you want to see a great webinar funnel in action that is not only totally automated but also evergreen, then check out this link to the Funnel Hacks Webinar.
In this webinar, he goes over his take on the webinar funnel, which is brilliant! This guy is an absolute genius. He is one of the few people out there who you should really study if you’re interested in crushing it with webinar funnels!
But if you visit that link, you’ll be able to see not only how webinar funnels work, but also how an awesome evergreen webinar funnel works.
This is why you always need to record your webinars!
You Can Also Make Your Webinar Funnel An Extension Of An Existing Funnel
If you are already running a simple or basic funnel, then a webinar can be a great back-end addition to what you are already doing.
To add your webinar as a back-end step to a current funnel, you would simply continue marketing to that funnel, but then invite your subscribers and your customers, via email, to join you when you plan to run your webinar.
You still build your actual webinar funnel, and you still send them through the registration process. You also make sure to give them at least a week’s notice, to make sure that they will have time to register and put it on their calendar.
But the point here is that you can use your existing email list to market your webinar as a back-end product for existing funnels… and this actually works really well!
This tends to be highly profitable, because if these people are already subscribers/customers, then you will already have an established relationship with them.
This also provides you with a very effective technique for ascending the $17, $27, or $97 product threshold you have already achieved with these customers, to leveling-up to that $500+ product threshold mark.
If you use this method, and you just invite your subscribers to your webinars, then the process will actually look a lot like this.
- You bring in traffic to the landing page/opt-in page of your funnel with your Facebook ads
- Those people opt-in and join your mailing list in exchange for the free lead-magnet you’re offering them
- Once a week, or once a month, etc. you hold a free webinar, and invite all of your subscribers/customers who are currently on your mailing list
- A certain number of them will register, a certain number of those will attend, and a certain number of attendees will buy your higher-ticket product after your webinar
With a basic self-liquidating funnel on the front end and a webinar funnel marketed to subscribers on the back-end, you have the best of both worlds.
Your other, smaller offers are liquidating your ad spend at the front end as you collect email subscribers, who you then invite to webinars and market your higher-ticket products to on the back end.
And that is how multiple six-figure businesses are created and launched online!
Don’t Forget To Focus On Bringing Tremendous Value In Your Webinar
It may be tempting to fill your webinar with a ton of sales pitches… but that is most definitely not the way to approach it.
You want your webinar to be full of value, and to deliver solutions to a real problem that your audience is having.
As a general rule of thumb, you want to deliver so much value that you are actually solving the problem for them without requiring them to pay for it!
And then, when you bring in your product… you are offering a solution that simply goes above and beyond the free, awesome value you’ve already given them.
If customers don’t buy from you, they should still be walking away from the webinar with undeniable value and helpful solutions.
And if they buy from you, they should be walking away from your webinar equipped with the most cutting-edge product in the niche, which will help to super-accelerate the speed and results of their solution.
That is how you create dynamic webinars that will keep bringing people into your tribe and building up trust, again and again.
And don’t forget… even if someone doesn’t buy, you can still market to them after the fact via email.
Conclusion
Hopefully, this post has given you everything you need to know to get started on your own webinar funnel.
It isn’t rocket science. But there is an art to doing it the right way.
And the formula for success is simply to get started and do it yourself.
Your first webinar may not go smoothly, but that’s ok.
You can learn a lot from the experience of doing… and if you are interested in seriously increasing the amount of money you can make through your funnels, I would absolutely recommend that you give the webinar funnel a try.
Feel free to leave a comment, ask a question, and keep the conversation going. I always like to try to help as much as possible!
In the meantime, cheers, and good luck!