Funnel Friday Ep 02: The Evergreen Webinar Funnel
Funnel Fridays is where we break down popular marketing funnels so you can build and deploy them yourself with Thrive Themes!
If you’re looking for an efficient way to:
- Show off your expertise with an automated & ever-present tool
- Generate leads & build your mailing list
- Increase your conversion rate with a more personal marketing approach
Then creating an Evergreen Webinar Funnel is just the right fit for you and your business.
The Puzzle Pieces of an Evergreen Webinar Funnel
Evergreen Webinar Funnels are an incredible marketing tool, as long as you ensure that visitors are given value upfront.
It's perfect for solopreneurs, like Amy Porterfield, who are in the business of online course creation. Don't make your webinar a simple sales pitch fest. Seek engagement from your visitors and win them over with quality service, clear messaging and no false or empty promises.
Let's begin by deconstructing Amy Porterfield's Evergreen Webinar Funnel "3 Simple and Powerful Ways to Kickstart Your Email List" in our second episode of Funnel Friday. Shall we?
Puzzle Piece 1: The Lead Generation Sign-Up Page
Every evergreen webinar funnel should start with a concise message & engaging design. It is here that we learn what Amy Porterfield's landing page is all about (inside her above-the-fold Hero Block), with an almost immediate but optional 'call to action' button – in this case a 'Reserve My Seat' button.
What follows is Amy's text block introducing and describing what a visitor to her page will learn from this particular webinar ("3 Simple and Powerful Ways to Kickstart Your Email List"), supported by some social proof (i.e. real testimonials) fortifying her webinar with credibility.
Next, visitors are met with a series of (rhetorical) questions engaging and at the same time reaffirming the reason why they want to sign up to Amy Porterfield's webinar in the first place.
And finally, a short and genuine write-up about the coach herself, a second opportunity to sign up ('call to action'), rounded off by a disclaimer clearly showing that Amy is sending paid traffic to her page as well.
Puzzle Piece 2: The Sign-Up Page
Once we click the 'Reserve My Seat' button, a "lightbox opt-in offer" appears, prompting a visitor to choose an event date & time, as well as registering for the webinar by simply filling in their first name & email address.
The key to evergreen webinars is to NOT make them look like real, live webinars.
Choose wording that will avoid misinterpretation, and allow visitors to clearly understand that the webinar is, in actual fact, a recording.
Puzzle Piece 3: The Quiz
After signing up, the visitor is taken to an intermediate page – a short quiz.
Here, Amy has gone with a more personal approach by addressing her visitor by their first name. The visitor is asked to simply give one reason why they've waited so long to start growing their list (reason for signing up to the webinar). This then allows Amy to gain some useful information about her audience & how best to target them with specific webinars, other product offers, advertising and potentially sales in the future.
Puzzle Piece 4: The Confirmation Page
Now that the multiple choice quiz questions have been answered, the visitor is led to a confirmation page, where they are asked to check their inbox for a welcome email. Amy's visitors are also encouraged to check out her Facebook group (optional), as well as check out links to some of her favourite podcasts relating to the topic of 'list building' .
Puzzle Piece 5: The Welcome Email
An email containing important information will appear in each webinar attendees' inbox.
In this email, Amy covers key points like:
- What to expect
- How to prepare for the webinar (a printable PDF workbook)
- Event information
- A link to the actual webinar
Puzzle Piece 6: The Workbook / PDF Starter Pack
Amy stuck to her brand. She created a workbook with the exact same look & feel as her landing page.
The workbook includes clear wording, an attractive design, useful information relating to the training and even some space to jot down thoughts & key take-aways whilst an attendee watches the webinar.
Puzzle Piece 7: The Webinar Page
It’s always a good idea to bring some excitement to what is normally a standard, boring 'coming soon' page.
And Amy has decided to do just that by introducing a countdown timer to her webinar signup page.
But while countdown timers are a great time scarcity tool to help sell online courses and even promote memberships with quality benefits, if her countdown timer makes potential attendees wait too long to start her masterclass, Amy might end up losing potential customers.
If you use countdown timers within your evergreen webinar funnels, it’s important to test whether or not they actually improve conversions versus a funnel that lets visitors start watching straight away.
Once the countdown has finished, webinar attendees are immediately welcomed by Amy and are begin the online training.
Puzzle Piece 8: The Sales Page
Once again Amy has made sure to use her brand aesthetic (same look as her opt-in page) on her sales page.
The online course product she is pitching is the "List Builders Society" and her pricing section shows 2 payment plans available – once off or 3 monthly installments – which new customers can purchase & begin taking at any time.
Puzzle Piece 9: Email Follow-Up
After watching Amy's Masterclass webinar, each subscriber will receive a follow-up email containing a replay of the webinar, relating links, as well as testimonials.
The goal of this follow-up email is to remind and encourage subscribers to buy the "List Builders Society ® 3-Step Framework", in case they have not had the chance to do so yet.
Step-by-Step: Create an Evergreen Webinar Funnel With Thrive Themes
Has this evergreen webinar funnel break down been helpful for you?
If so, how about creating your own with our Thrive Themes toolkit?
Watch Christine's tutorial video below to see how to build your own evergreen webinar funnel (adapted for a one-off training to avoid the need of expensive tools) step-by-step.
What Do You Think?
Are you going to give the Evergreen Webinar Funnel a go to increase sales in your online business? Have you tried it already? Were you satisfied?
And also, what do you think about our Funnel Friday videos?