The Webinar Campaign
In this post, I want to focus on the webinar campaign. Over the years I’ve built a lot of Infusionsoft campaigns…
Campaigns to support live events. Campaigns to manage automated deadline funnels. Campaigns that place appropriate offers throughout the customer journey. Campaigns to boost email engagement. Campaigns to manage and support a membership site.
But ONE type of campaign has been more successful than the rest. ONE campaign has generated more revenue for my clients than any other…
The Webinar Campaign…
When you see a client generate a measurable $80,000 over three days because of a webinar, you:
- Question whether their line of business is more lucrative than yours
- Start planning more webinars for yourself!
There is no question that webinars work. Even in 2021. Even automated ones. Yes, automated webinars stand out like a sore thumb in the marketing industry. But they’re relatively unusual in other markets. Customers elsewhere generally aren’t as jaded by them, especially when they’re done well.
Webinars work because they are time-based. Persuading people to show up online at specific dates and times is still the best way to capture someone’s entire attention. As long as they attend, you have a captive audience.
Why Do Webinars Work?
We’ve tried different approaches. We’ve tried sending people to online videos rather than to the webinar campaign. It’s never as effective. Ever. A video alone has low perceived value.
A big challenge with webinars is getting your registrants to attend. You do this by carefully increasing the perceived value of the webinar.
We do this with a multichannel approach. We’ll combine SMS, direct mail, automated voicemail and email in the run-up to a webinar, as well as in the follow-up. Keap is the brain that makes sure every message is on time and coherent.
It’s more expensive to do it this way, for sure. But if you have a high ticket offer the numbers can easily work for you. Sometimes just one additional sale will pay for the media and campaign costs of the multi-channel approach.
So here’s the question. If this approach works, why doesn’t everyone do it?
Partly it’s media bias. Many business owners assume direct mail is too expensive, for instance.
Partly It’s Knowledge!
Partly it’s convenience. Email is convenient to send. SMS and direct mail are not.
So, do you have an idea for a webinar? Want to see if we can dramatically boost your results? Now’s the time to book that call ;-).