It’s no exaggeration to say that webinars can transform your business. At Drip Ecommerce CRM and Leadpages, we’ve found them to be one of the most effective sales tools out there.
Why do webinars work so well? I think it’s because a single webinar can take customers on an entire conversion journey for a customer.
You can take your web traffic, convert it into leads with a great webinar page, and convert those leads into customers right on the webinar.
But you shouldn’t you stop there. If you do, you could be missing out on almost a third of your potential sales.
At this year’s Converted conference, Leadpages CEO Clay Collins revealed that up to 30% of Leadpages sales to webinar attendees typically come after the webinar.
And it’s all thanks to a killer post-webinar email sequence.
Leadpages has been doing this for a long time, but since they’ve started using Drip ECRM, they’ve been able to make this sequence even more powerful. Anyone who was at Converted 2016 got to see Clay break this sequence down alongside Drip advocate Brennan Dunn, who laid out a formula for webinars and follow-up sequences at Converted 2016, but if you missed it, or just need a refresher, I’m going to share some of his best tips and tricks here.
1. Send a Follow-Up to Contacts Who Visit Your Webinar Page but Don’t Register
A good webinar registration page should get you lots of registrants, but as long as your conversion rates is less than 100%, you have room to improve. If you know that someone is interested, but didn’t register, you can give them another opportunity to sign up.
To accomplish this, set up a workflow to tag Drip contacts when they visit your webinar registration page.
Then, have the workflow check a few hours later to see if they’ve registered for your webinar. (You can assign a tag to registrants in another workflow, or simply set up a decision to check whether someone’s submitted a signup form if you use a platform like Leadpages to get signups.)
If your leads didn’t register for the webinar within 4 hours of visiting the page, you can have Drip send an email outlining the top benefits of what you’re teaching in your training. Sometimes all it takes is another opportunity to register to get a lead to sign up.
2. Keep Registrants Excited About Your Upcoming Webinar
Someone has signed up for your webinar well ahead of time—you’re in luck! But you might want to remind them about it—maybe even more than once. After all, it’s easy enough to forget something you signed up for a week in advance.
Reminder emails are easy to trigger if you only do occasional webinars, but if you’re running a webinar at the same time every week (like we do at Drip), it’s tiresome to create a new reminder workflow every single week. Fortunately, there’s a clever workflow modification you can use to trigger reminder emails at exactly the right interval, week after week.
Using Drip workflows and Liquid filters, you can easily set up an automated sequence that will engage leads who register for your weekly webinar more than 3 days (or any number of days you choose) in advance.
First, you can set a custom field that records the time when your lead registers for the webinar. (This is the first blue box in the image above, and you can use exactly the same language in your own workflow.)
Next, set your webinar start time. In this example, I’ve set it up for a webinar that happens weekly at 2 p.m. If you’re following the example workflow above, this is the only language you need to edit, and you’ll just have to edit it to the time of your weekly webinar in seconds.
It looks complicated, but it’s just a little math. First, set the advance date to whatever your weekly webinar day is, and then add the number of seconds past midnight that your webinar starts (50400 seconds = 14 hours = 2pm). You can use an online conversion tool to easily convert hours to seconds if you don’t want to do the math.
The next bit of Liquid math will subtract the current time from the webinar start time and calculate the number of days (not seconds) that are remaining before the webinar (dividing by 86400 seconds, or 24 hours). Again, you can use this exact string of code without modification.
Now you can automatically send an email aimed at the registrants who signed up more than 3 days in advance (or whatever time period you set).
Mix up your message and keep them interested by adding in an edited blog post or a link to some stellar relevant online content. Giving a sneak peek of the information you’ll be sharing in your webinar will get them excited and make them more excited to sign in live.
3. Use Trigger Links to Learn About Your Attendees and Follow Up With Them Better After the Webinar
Using trigger links to tag subscribers based on their interests is one of the tools I recommend most often for Drip customers. It’s an easy way to get a sense of the content you should be producing and sending to leads, and you can use the same technique with your webinar attendees.
This won’t just allow you to tailor your webinar content to your audience—it’s also a clever way to customize your sales pitch to any unconverted customers after the live training is over.
To set this up, you can write an email with trigger links. For example, if my webinar was about photography tips, I could gauge the experience level my audience brings to the table.
Each of these links will add a different tag to the subscriber that clicks on them.
Here’s an example of a workflow that sends a different webinar replay email depending on which trigger link the subscriber clicked.
If you don’t send out replays of your webinars, you can insert a decision one step up in the workflow to send a special follow-up email only to attendees who didn’t purchase.
Or, if you really only need to change a few lines in your follow-up email to reflect different audience groups you’ve segmented with trigger links, you can drop the decision trees and use Liquid conditionals to display different content inside one email depending on who receives it. Check out this post to see exactly how to implement email personalization with Liquid. (It’s easy.)
4. Tag Customers Who Purchase and Automatically Follow Up With Bonuses
One of the best ways to get extra conversions during your webinar is to add promotional bonuses that customers can get for purchasing during the webinar, or within the few hours after. Bonuses are great because they add extra value to your offer, giving customers a reason to buy right now, instead of “sometime.” When you’re thinking about which bonuses to offer, try to anticipate some of the needs of your customers and solve them—creating some serious loyalty.
Using Drip, you can automate your bonus delivery to new customers while at the same time reminding attendees who haven’t yet purchased of the extras they’re missing out on by not signing up.
Just set up a workflow that checks for a post-webinar purchase, then sends webinar buyers their bonuses and reminds those who haven’t purchased yet that time is running out.
At this point, you’ve. . .
- Maximized the number of people who register for your webinar (by reaching out to registration-page visitors)
- Maximized the number of people who show up for your webinar (by sending them automated reminders)
- Maximized the people who purchase during your webinar (by using a trigger-link survey to talk about what they’re most interested in)
- Maximized customer happiness by delivering any promised bonuses immediately
Now, it’s time to make one final effort to convert anyone who hasn’t made a purchase. In our experience, the most effective post-webinar email sequences end with an email that is. . .
- Urgent: Make sure to set a deadline to get in on your webinar-only offer. If you want to get really technical, you can use Liquid to calculate and insert a precise deadline—or you can keep it simple by specifying that it’s “valid for 48 hours only.” If you run webinars regularly, you may want to link your call to action to a special landing page with an evergreen countdown timer that starts only when someone first clicks.
- Exclusive: Go ahead and remind attendees of the benefits of your product, but you may want to put even more focus on your bonuses or special offer. Anyone who’s been on your webinar is now well-acquainted with your product or service, so take the space to play up the extras—and the fact that you can’t get them with any other deal.
- Highly relevant: In Step 3 above, I gave you a couple of different strategies for personalizing your post-webinar email to non-purchasers. Don’t forget to use them. You can also ensure relevance by focusing your email copy around attendees’ goals. What did they most likely want to achieve by attending your webinar? What inspired them to sign up? Remind them of those desires when you follow up.
- Interactive: If your team has the bandwidth, I highly recommend inviting recipients to respond with any lingering questions so you can address possible hesitations. Or, if you use a live chat service on your website, invite people to open a chat with you.
Remember: without the right followup sequence, a third of your potential webinar sales might remain unconverted. Set up this workflow for yourself, and you can start finding those missing customers ASAP.
Do you have a regular sales webinar? What emails would you add to the suggestions above?