56. Ad Strategies To Get More Webinar Registrants
16 June 2020 | By Salome Schillack
Here are two questions I get asked all the time:
1. "Salome, how can I get people to sign up to my webinar?"
2. "Salome, if I want to make $_____, how many people need to sign up for my webinar, and how many people need to make a purchase?"
These are fantastic questions because it shows that you're getting ready to really think through how to make the most of your online course launch. However, one key ingredient is missing here: you've not only got to consider how many people sign up but also how many of those people actually show up. People who show up are far more likely to convert to purchasers.
In today's episode I'm sharing everything you need to know about webinar registration strategy. You'll learn how to get sign ups, increase your attendees, and the basic equations you need to figure out how much profit you'll make based on potential scenarios.
Have a listen to these six strategies and then go put together your game plan for your next epic launch.
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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk
Hello, and welcome to episode number 56 of The Shine Show. Today's episode is all about ad strategies that will help you get more webinar registrants. If you've got a webinar launch coming up, this episode is for you. Because in this episode, I'm going to share six strategies you can use to get more people to sign up and show up for your webinar. We know that when they sign up and they show up, then there's a much higher chance of them buying from you. That's what I want for you. I want you to have big, giant profitable online course launches when you're running ads. To hear all these ad strategies, to get more webinar, registrants, stay tuned.
Giving up your time and freedom to make money is so 2009. Hi. I'm your host, Salome Schillack and I help online course creators launch, grow and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner and grow your online business faster, then tune in because you are ready to shine. This is The Shine Show.
How can you get more people to sign up for your webinar, and then to show up? That is the question I got asked by one of my students inside my very secret squirrel project that I have only hinted at briefly a while ago. Let me first tell you a little bit about my secret squirrel project. Behind the scenes while all this corona craziness has been going on, I have started a brand new membership and I have about 20 people in there right now that I am meeting with twice a week and I answer all of their launching questions, all of their questions related to using Facebook and Instagram ads to build their audience, to build their email list and to launch their courses more profitably and more successfully with Facebook and Instagram ads.
I didn't plan on launching a membership right now, but it was kind of a natural progression from after I worked with the students inside [A-Lister 00:02:33], and we just had such a great time getting together and just talking to each other about what's happening with their ads and what's happening with their launches, and I decided to offer them a beta membership to stay on and do these two calls with me a week. I'm absolutely having a ball. I will share more about the membership and how you can become part of that membership and get access to those twice a week calls that I do, but I'm not going to share too much right now.
Stay tuned however, because I will be sharing a little bit more on each episode over the next coming weeks. The conversation inside the membership group was how do I get more people to sign up for my webinar? Then also, how do I get more people to show up? I guess there's a few layers, which we can answer that question. One of the layers of that question is, "Well, what is your budget?" Because we know that if you have money to throw at Facebook and you have unlimited amounts of money to throw at Facebook, then just keep paying and paying, and paying for people to come to your webinar and register, but that's not smart business.
We're not in the business of throwing money at Facebook, throwing spaghetti on the wall and hoping it would stick. We are in the business of being strategic and being smart and making informed decisions based on data so that we can get the right number of people onto our webinars and get the right people there as well who are ready to buy from us when we hit the sales when we say, "Well, the doors are now open." I wanted to share with you today six strategies that I think would help you to get more people onto your webinars irrespective of what your budget is, but let's start the conversation with a tool that's going to help you figure out how much you need to spend to get people to come to your webinar. We've created a calculator because I noticed what I keep telling our students is you need 400 people to register for your webinar.
Now, let me explain where the 400 comes from. You need 400 people to register for your webinar because we assume that 25% of them are going to show up for your webinar. So 25% of 400 is 100 people. If you have 400 registrants, then you're going to have 100 people show up for your webinar. That's awesome because you're going to rock it out with those 100 people. According to industry averages and statistical averages, it is likely that 10% of the people who show up live to your webinar are going to purchase your course on the webinar. I want you to aim for at least 10% conversion on that webinar live. 10% of 100 is 10 sales, which is fabulous. Then again, statistically, according to market averages, you should get about another 10 sales after the webinar finished, but before the doors close.
If you're going to have a really good post-webinar followup sequence going out, and you're going to work your tail off on social media, and you're going to use lots and lots of students' stories and have amazing bonuses that is going to create scarcity and urgency, then you should add the same number of sales in your followup sequence as you had live. We assume that you'll have 10% sales live and then another 10% during the followup. That gives you a total of 20 sales.
Now, if your course is priced at 497, that means 20 sales will make you $9,940. Not too bad. If your course is priced at 997, that means you make $19,940. That's kind of the average as we work on. That is how I get the 400. I've just worked at backwards from here. The reason I say 400 is because maybe if this is the first time you're launching a webinar or it's the first time you're launching your course, or it's the first time you're doing marketing, then you've got to leave some room for learning as well.
Then perhaps, you bring those numbers down and say, "Okay. Maybe 20% are going to show up and 5% will buy and another 5% will buy." Then, those numbers begin to look a little bit smaller, but I wanted to share that with you because if you get 400 people to sign up, you have 25% show up live and you convert 10% on the webinar and another 10% following that, or you come very close to having a five-figure launch, which I know is a goal for a lot of new launches and new online course creators is to hit that 10,000, right? If you can get to that $10,000 in a launch, that would be fantastic. Now, of course, if you make $10,000 on a launch and you've spent nine and a half on ads, that is not the smartest strategy. How can we get 400 people to a webinar without spending all of these profits that we're going to make from our course launch on ads?
Here's strategy number one I want you to think about. Strategy number one is to really, really focus on building your email list and add value to that email list every single week. I created a video for social media not long ago that I titled The Really Slow Way to Launch a Successful Online Course because too many people are chasing the fast way to launch an online course or the way to launch an online course even before I've created the course. There's nothing wrong with that per se, but I feel like we need a mindset shift as online course creators, as marketers, as people hanging out in this online course creation, launch creation space, we need to work on our long game mindset.
There's competition between people, competition in masterminds, competition in programs that we've bought. We see people showing up for testimonials and there's an unhealthy competition and illusion. I want to say illusion that is created by this... You can do it the fastest way possible, the quickest way without a list, without a course, without anything else. I'm a little bit allergic to that because I've had to dry so many people's tears when they've had incredibly successful launches, but it didn't hit the number they were hoping for and they're so sad about missing that magic number, that they are completely blind to seeing the success that they actually created and it takes them another three or six months just to regroup and emotionally heal from the experience in order to rinse and repeat what they've done.
All they should have done is just rinsed and repeated the next month and then rinsed and repeated again the next month and again, the next month and every time just tweak something small and eventually they'll get there. It's like the person who says, "It only took me 10 years to become an overnight success." I want you to have the long game in mind and think about how you can build your email list every single day, every single week, every single month? Do you have a way that you work consistently at least once a week adding value to those people?
I know I speak to myself as well. It took me forever to launch this podcast. It took me forever to get the self-discipline, to send out an email once a week and I will be honest that I did not do it until I had someone who can help me with it. I am just as guilty. I know where you're at if this is something that you're struggling with, but I want to really encourage you, really encourage you to start building that relationship with your email list, start sending them content once a week and have them reply to your emails so that you can start hearing how they describe their desires.
You can start hearing how they describe their pain points because if you can hear those things before you sit down to create your webinar and you already have a list of the top three desires your ideal client has, and the top three pain points she has, then it's going to be easy to sit down and say, "Okay. Well, my webinar needs to focus on these three areas and show her this recipe for getting X, Y, Z results." Start doing that. There really is a lot of benefit in it.
The other thing that is really cool about having an email list is that if we're going to look at industry averages and percentages of conversion rights, that it's worth mentioning to you that on average, 1% of your email will convert to sales. If 1% of your email list will convert to sales and you already have a thousand people on your email list and you have a launch coming up and you are considering running ads so that you get another 400 people on there, then that's 14 sales.
If you have a 1,400 people on your email list, that's 14 sales. That again is not too bad if you have a 997 product, it really is not that bad. Build your email list, add value to them every single week and invite the people on your email list to join you on your webinar. The second strategy is to use affiliates. Now, I know when I talk about affiliates, you may think, "Yeah, but isn't affiliate something for more advanced people?" I want to say, "No, it's not at all." It is not at all. Affiliates is just another way to do word of mouth marketing. It's literally is just a friend helping out a friend or a friend saying kind words about another friend in their audience. You can decide how you want to reward your affiliates.
With the big course launches, it's often a 50% affiliate reimbursement or affiliate fee that you get paid, but it doesn't have to be 50%. It can be 20% or it could... Maybe you can find someone, for example, if you have a Facebook ads course, and you find a Facebook ads agency, you could give them a percentage of sales if they promote your course or think about different ways where people maybe in your mastermind or in a Facebook group that you're in or friends that you've made, or someone you met at a live event, think about how they compliment what you offer and how it could be useful to a segment of their audience even if it's not their entire audience. Then, find a way to make it worth their while to either promote your webinar and get their audience on there and reward them somehow for each registration that they get, or do a webinar specifically designed for their audience.
There is so much power in having that warm introduction to someone else's audience, and that is going to boost your webinar signup tremendously. I want you to go and sit and make a list of all the people you've met at live events that you hang out with regularly inside Facebook groups or in your masterminds or people who know people. You might know of someone who would be a perfect match, but you don't know that person. Maybe all it takes is to reach out and find out if one of your friends knows that person or just send them an email. You never know. You never know where that person is at and maybe an affiliate launch is just the thing they're looking for at that moment in time. Be creative, take your judgment hat off and put your creativity hat on, and just think outside the box where you can find affiliates that might want to promote your webinar for you as well.
That's tip number two is invite affiliates to help you and promote your webinar for you. Tip number three is a copywriting tip and it is what I call build your so that muscle. What I mean by that is if I wake you up in the middle of the night, and I say to you, "Your course does X, Y, Z, so that you need to be able to rattle off or give me the top five reasons what that gives me as your ideal customer." If I'm your ideal customer, I want to buy your course, so that... And you uncover the things that comes after so that by really understanding the desires of your ideal customer. This comes from talking to them and spending time with them.
For example, if I sold a course that taught you how to arrange flowers for a wedding, then one of my so that's could be, "So that you can finally start that wedding flower arrangement business you've been dreaming of," or it could be, "So that you can always have beautiful flowers in your house that makes you feel good."
See how it's not about what the course teaches them. It's about the implication on your ideal customers' every day life. That's the so that, that you want to insert there. It is purely linked to benefits that the person has, dreams that they dream of, things that they desperately want. When I'm doing this, one of my so that's for Facebook ads training is so that you can successfully launch your online course and finally quit your 9:00 to 5:00, or so that you can successfully launch your online course and finally stay home with the kids without sacrificing your income or so that you can finally launch your online course and stop slaving away at one-on-one clients.
You see how it has a direct implication on my ideal customers' average everyday life. That's the so that trick. I want you to make a list of all the deepest, deepest desires and passions, and the things that your ideal client... When your ideal clients sit down to write the list of 10 things she wants in the future for her future, what are the things that's on that list that you can fulfill indirectly with your course or inside your launch? Do that work, sit down, make that list, and then use all of that copy in everything you do in your launch.
It has to be the bullet points on your webinar registration page. It has to be in your Facebook ads copy. It has to be in the video on the thank you page that thanks them for signing up and tells them what they're going to get in the webinar. It has to be in the webinar. It has to be there when you're overcoming objections. You've got to learn those things so well that you can literally recite them in the middle of the night because the launch really is you saying the same thing, 700,000 different ways so that people can actually hear that. If you're like me, it's kind of hard to learn that stretch that muscle of saying the same thing 700,000 times because I'm kind of direct them to the point. If I've said it, I've said it, but it did take some learning for me to realize that now during a launch, you're saying the same things in a thousand different ways, because people hear it differently.
You say it through your own words and you say it through your students' words, and you say it through the words of people who have given you testimonials, and you say it in video and you say it in copy, and you say it in audio and you say it in every way you can. Learn what you're so that's are, so that you can launch a profitable course and help as many people as you can to overcome their objections and get the transformation they want from the course that you are selling.
How did I do with that one? I think that was pretty impressive. All right. Number four is deliver video content in the first few emails after they sign up. Here's the thing. If you're running ads to a cold audience and they have never heard of you, and they do not know who you are, the level of trust that is going to be there between you and your audience is going to be pretty low and you're going to have to work your tail off, first of all, to get them to show up live for the webinar.
Then, second of all, to build that rapport with you on the webinars. How about we speed this trust building process up a little bit? If you can have a video of yourself on the thank you page thanking them for signing up, it can be really simple. It can be, "Thank you for signing up for the webinar. Remember to white list us, so we don't go to spam. I'll see you on the webinar or get your workbook or join the Facebook group." Some kind of something. Bring them to something where you have the opportunity to build the relationship with them a bit more, but I want you to also then create a video for the first couple of emails that goes out. If you're sending out an email that says, "Hi. Congrats, you've just signed up for the webinar," then have a video in that email and remind them what they signed up for.
Because if you're anything like me, then you sign up for webinars that comes across your newsfeed all the time. Then, you see an email in your inbox and you're like, "What? Did I sign up for this?" It happens to me. Remind them what they signed up for, and then tell them why this is different from any other webinar or why this is different from any other training. Remember, people have a little bit of skepticism already, and if you can meet them there and say, "Hi. I know you've probably signed up for a webinar like this before and maybe you didn't quite learn as much as you thought you were going to learn. I promise you that in my webinar, you are only going to experience X, Y, Z. We're going to uncover how we can give you this, this and this result so that you can have amazing thing that you've always wanted."
See how I did that there. The other thing I want you to mention is why this matters to them. I've just given you an example of this. Why it matters to them? What is the outcome they're going to get from attending this? Then, finally just say, "Okay. I'll see you on the webinar in a few days. Don't forget to get your workbook or make sure you get your green smoothie before you show up for the webinar." Be cheeky and use your personality because they're going to like it. Then, when you do show up for the webinar, you have your green smoothie ready, and some of them will remember it and automatically now they know you better. They have a little bit better relationship with you and they trust you and it's just a very easy way to relax people into your content.
That is my fourth tip, is deliver video content to them straight after they sign up for your webinar. Now, number five is one that might, in the ad circles, be quite obvious. If you have run ads for your webinars before, I want you to retarget the non-registrants, retarget the people who did not register. If you don't know what that means, that means you spent money on ads to send people to a landing page and the purpose of that landing page is to convert them to leads for your webinar. But sometimes, you might be standing in the line at the bank or maybe during coronavirus you're not standing in the line at the bank. Maybe you're on the couch and your kids start jumping on top of you. You were very happily scrolling and you happen to just click on this landing page. Now, the kids are screaming. They're hungry for the hundredth time today, and they need to have a bath because they haven't had a bath in three days either.
You put your phone aside and you forget about the landing page. Later on, you open your phone and your phone is glitchy, so you just quickly clear out all of your browsers that are open. Along with that, you clear out the landing page you were on or the doorbell ring and Amazon is just delivering all of your online orders that you put in the other night when you couldn't sleep. You were very excited because finally, your air fryer and your bread maker and your... I don't know what... I'm thinking of things my husband has bought for the kitchen while we were in isolation. He bought a bread machine and an air fryer. Oh gosh, there's another one as well.
There's some other kitchen utensil. I'll remember some kitchen gadget that he... Oh, he bought a new Weber, a giant new Weber. You were on a landing page and the giant Weber gets delivered and you forget about the landing page because you're all about the Weber. Now, the landing page is gone. You want to retarget people who went to the landing page, but did not land on the thank you page. The content you want to put in front of them is an ad that it could have video on it, but I want you to focus... Perhaps you make one video ad that's a little bit more personal because they've seen your face on the landing page, but you could also try an image ad, but make sure that image looks and feels the same as the landing page.
There has to be that psychological connection with whatever they saw on the landing page when they see the ad and it has to spark their memory of the landing page and have the benefits of signing up to this. Put something in front of them that will bring them back and you can make it a little bit cheeky. Say like, "Hi. You haven't finished signing up for our webinar," or, "Hi. Don't miss out," but be careful to call them out. Facebook doesn't like it when we say, "Come back and complete your registration," or, "I noticed you were checking out the webinar." Things like that, don't do that because Facebook doesn't like it because you're calling people out, but make it a little bit cheeky and use your personality as well. Put your personality in there.
That's one that we run stock standard almost for every webinar we do in the agency. That is tip number five, retarget your non-registrants. Tip number six is kind of the same, but kind of different. You might be surprised by this one. This one is retarget the people who signed up for your webinar before the webinar is live. Now, why would you retarget people who've already signed up for your webinar? What I like to do is in the 48 hours before the webinar starts, I will send out a video ad. It is video. It's my face. It's my voice. It's my eyes. It's all the nonverbal cues that I want to get in front of them to A, remind them, to show up live for the webinar.
If you have a workbook or something that goes along with the webinar that's going to help them get more out of the webinar, then you can have a link to where they can download that workbook in the ad, but I want you to run the ad with a reach objective so that you can reach all of the people inside that very, very small. It could be like... We're aiming for 400 people to get 400 registrants. Let's assume we have an audience of 400 people.
You can run an ad to them with your face, a video of you speaking, reminding them why your webinar is the best thing to be on for them and what they're going to get, so that it gives them the most awesome thing that they really want because that's going to build the relationship with them and it's going to just give you that another touch point that will allow them to relax, look forward to showing up to your webinar and be there, ready to go live with you when your webinar is on. That is tip number six. Now, you have six new ways that you can get more people to register for your webinar and to show up for your webinar. If you are running a webinar launch soon, then A, let me know please.
Let me know how you're going with that. I want to know, I want to support you, I want to encourage you. I am keeping my fingers crossed for you, and I want to remind you that you can download the free guide how to launch an online course with Facebook and Instagram ads without wasting another dollar, wondering if you're doing it right or getting into trouble with the policy police. That is the definitive guide to launching an online course with Facebook and Instagram ads. I poured everything I know about creating successful launches using ads into that document. Please go ahead to shineandsucceed.com/guide if you want to download the definitive guide to launching an online course with Facebook and Instagram ads. With that, we have come to the end of our episode. If you have enjoyed this episode, I would really, really appreciate it.
If you can give us a shout out and show me where you're listening on Instastories and then tag me, I'm salome.schillack. I'm the only salome.schillack, so it shouldn't be too hard to find me on Instagram. I want to share that with my audience too. In next week's episode, I am going to play you a recording from one of the group Q&A sessions I have been doing inside the secret squirrel membership program that we have launched behind the scenes.
You can see what type of questions we're answering and so that you can learn along with the students and I'll also tell you a bit more about the upcoming launch for the membership then. I hope, my friend, that you have a wonderful week, that you are safe in mind and in spirit and in body and I am sending you all my love and a giant big hug from this corner of the world here in Australia. May this find you well and may you be well. Take it there. Bye.
Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button, so you never miss a thing.