module 2, lesson 3 webinars that convert the pre-webinar ... · rookie mistakes”, now they join...

Module 2, Lesson 3 Webinars That Convert The Pre-Webinar Phase

Five Free Strategies To Boost Webinar Registration

Well hey good looking, welcome back to Module 2, the Pre-Webinar Phase. In this lesson I am going to give you the Five Free Strategies To Boost Webinar Registration. This lesson is a lot of fun because we get to use social media in order to fill up our webinars. As long as you have a good mix of free social media traffic and Facebook ads, which are paid traffic, in order to fill up your webinars, you are golden. What You Will Discover

! The Big Picture: How to Boost Webinar Sign Ups for Free – We all like free! ! The Fill-Up Formula ! Emailing Your Lists ! Webinar Short Video Strategy ! Social Media Strategies ! The Periscope Webinar Strategy I am going to add to the social media strategies

with this new social media platform. I am going to show you how I have used periscope to fill up my webinars. It is a really cool strategy.

The Big Picture To fill up your webinar seats you always want to invite those on your list if you have an email list. I am going to show you exactly what to send them. From there, Facebook ads will be the best way to fill your webinar seats with genuinely interested leads. That is going to be in the lesson that follows this one. In addition to these top strategies, you should always take advantage of free strategies too. That is what this video is all about.

Strategy 01: The Fill-Up Formula BONUS – The Fill-Up Formula: This is actually a bonus inside your member’s area. I have added the formula underneath the tab that says, “Extras.” Look at the top for “Extras” and then underneath that tab you will find bonuses and this bonus is in there. I didn’t put it below the video because it is actually discussed in another video. I want you to watch The Fill-Up Formula to get all of the details. I wanted to give you a little teaser to entice you to watch this bonus. So let me tell you what the fill-up formula is all about. First, you need to know that a content-focused webinar plan is a SMART strategy to jump on early. In the first module when I told you that you should plan your webinar about 30 days out from now, so many of you thought you wanted to start going now. You want results right away. The fill-up formula is how you get results right away. Those results are building your email list so that when you are ready to invite people to your webinar you have a list of people to invite. The strategy is free as well. It involves:

! Blog. ! Podcast, if you have a podcast. ! Video, if you want it to. ! Pre-Webinar Opt-in freebie, something before you tell people to get on your

webinar. The fill-up formula starts with free content and, specifically, a blog post. You likely already know what your webinar content is going to be about, the topic of your webinar. Now I want you to think of a blog post topic that is really aligned with that webinar topic. That is going to be a blog post that you write. From there you will add a freebie into the blog post. It will be something for people to sign up to. In my blog post, The Four Myths About Webinars, you could click on a big

yellow bar and get a freebie, “The Five Rookie Webinar Mistakes.” What makes that cool is that people have to sign up to get the freebie. Now I am building a list of people that I know are interested in my webinars. Now that I know they are interested in my webinars we want to make sure we get in front of them with my webinar invite when the time is right. This is the sign-up sheet (in the video/slide deck) I send people to. I created this through Lead Pages. People click on the big yellow bar, I take them to get the “Five Rookie Mistakes”, now they join my email list, and when the time is right I can invite them to my webinar. If I want, I could run Facebook ads to that blog post so that I can start to grow the list even faster. This part isn’t free, of course. This is a paid part. However, if you aren’t ready to run Facebook ads you could still write the blog post, create a freebie inside the blog post, send people to an opt-in page, and then use social media to drive traffic to that blog post and start attracting an audience. There are a few more pieces to make this really powerful. I explain that whole process inside the bonus. So after you watch this video and if you are interested in growing your email list right now, before you are even ready to get people to sign up for your webinar, go check out the bonus. It is a really cool, smart strategy. I have been doing it for a while now. I did the strategy for the Profit Lab and we created a freebie for that before people signed up for the webinar. We got 7,000 people to sign up for that freebie. I got to invite all 7,000 people to my webinar, which was a nice built-in audience right away. That is pretty great, right? Again, I will get into all of that in the bonus.

Strategy 02: Emailing Your List If you already have an email list this is a must. If you don’t have an email list then you will love the bonus I just introduced you to because it will help you grow an email list quickly. But, for those of you who already have a list, pay attention. This is a biggie. If you have an email list, it is important to invite your list to your webinar early. With at least a one-week notice, send out your first invite. A few days later, either mail to only those who did NOT open your first email or to all of those on your list who have not yet registered. If your list is large, over 100,000, you might want to consider sending out a third and final invite. That is what I do, I send three invites but we segment it so that if you didn’t open the first email we will send you the second email. The third email is sent to everybody on my list who has not registered yet. I do think it is important that you send at least two invites, maybe three or four days apart. Start the first invite a week before your live webinar. Headlines matter! The first headline tells a story. The second headline spells it out. This is not a black and white rule, however, I think it is really helpful. The first headline is something related to the topic of the webinar that you know will really spark an interest. The second headline (invite) will probably say, “Free webinar” or “Free master class” or “open up for your special invite.” I would actually make it very clear that you have a webinar going on that they can sign up for. Make it easy to register. The registration link needs to be in those emails multiple times. You want to tell them to “Click here to sign up.” You might add it again in the P.S. There are a few different places in the emails where they can click and go directly to your registration page. Add images to your emails as well. The image should link to the registration page too. I always have an image with the title of my webinar inside my email. I also have a little

button in that image that says, “Click here” so they can click the image and go right to the registration page. Swipe File – Amy’s Webinar Invites Swipe File - I want you to check out my examples! I have included a swipe file with invites to one specific live webinar promo that I have done. I think you will find them really valuable. I am sure you already know this, but when I give you a swipe file it is stuff that I’m currently using. I tend to use the same swipe file over and over again as I promote the same programs over and over again. Because of that, please don’t steal exactly what I have written, just use it as a model to help you shape your invites as well. But you already know that. I don’t even know why I need to bring it up. Let’s move on. Strategy 03: Webinar Short Video Strategy A short video about your webinar could be used on all social media sites. I would say to keep it about two minutes max. Mention that you have a free training or a free webinar coming up. You could call it a workshop, a master class, whatever you choose. I have started calling mine master classes because I feel they are really detailed classes even though they are free. I have read studies that people don’t respond to the word webinar as much as they used to because they are kind of desensitized to it. I like to use workshop or master class or free training or something like that. In addition, mention the title of your webinar in the video. Add one to two sentences in terms of what is in it for them. Tell people why they should sign up. Talk about the results you are promising from your webinar. Give them the date and give them the time. Also tell them how to register. Is it to click a link below or will you tell them to go to amyporterfield.com/webinar? Whatever it is, tell them exactly how to get to your

registration page. This is what you are saying in your video. You are mentioning that you have a free training. You are saying the title of it. You are giving a few sentences to tell people what is in it for them and why they should sign up. I usually like to mention the promise or the result they are going to get. Give them the date, time, and how to register. This video can be put on YouTube, of course, and you can even put it on Pintrest, Twitter, or a really short 15-second one on Instagram. Video goes a long way. You can use video in a Facebook post and a Facebook ad. What is really cool is I have two short videos to show you when I get into Facebook ads in the next lesion. I am going to teach you how to set up a video ad for your webinar. You will get to see two examples in the next lesson. *** Where You Might Get Stuck *** Let’s be honest, not everyone can be a rock star on video. I will tell you, truthfully, I do not love doing video. Other people do not love doing video and so if that is you, don’t force yourself. For me, I do not love doing video but I feel I can hold my own on video. I feel pretty comfortable on video, it’s just not my favorite media to use. Because of that, I do it because I know it’s powerful and I know it will make an impact. But if you absolutely hate it and think you are terrible on video and feel awkward, just don’t do it. Just stick with some of these other strategies I am going to teach you. There is no need to force yourself to do video if it’s not your thing. Strategy 04: Social Media Strategies There are a lot of cool things you can do to promote your webinar and fill up the seats. I like to use Facebook and Twitter cover images for my webinars. I will show you what those look like. Of course I post on Facebook and I tweet about it. I use images on Instagram and I will show you an example of that. Sometimes I pin it on Pintrest.

I don’t use Pintrest all that much. But if your audience is using Pintrest then definitely pin a video and pin an image about your webinar and make sure it all drives back to your registration page. That reminds me, all links inside your posts on social media, should be going directly to your registration page. That’s really important to remember. Here is my Facebook cover photo (in the video/slide deck). When I am promoting a new master class I definitely create an image for my Facebook page. When you click on the photo it actually opens up a side comment and, as you can see, I posted inside there and told people to join me and gave them the link and a little bit of information about it. I then gave the link again. If anyone clicks on the image on my Facebook page the pop-up box appears and people can get a link directly to my registration page. Another cool thing you can do on Facebook, on your Facebook Page where people become your fans and not your profile, a big blue button should show up underneath your profile that says, “Sign Up.” Not everyone has this yet but you will likely get it soon if you don’t have it. You are seeing my Facebook Page as I am logged in as my husband. I had to log out to take this picture for you. If you are looking at your own page it will not look like this. But log out and log in as someone else (your son, daughter, husband, wife, whatever) and log in as them and you will see that it has the big blue button. I was able to program that button so that it goes directly to my registration page. It is really easy to do. Do you see to the right and in the center (in the video/slide deck) there are three dots. That is a drop down and that is where I was able to change the button link to go directly to my registration page. That is another cool thing that you can do on Facebook. Every click counts and it is worth it to set up your page in a way that it optimizes your webinar registration. On Twitter I also create a cover photo. I wanted to show you something. This was our initial design (in the video/slide deck). We changed the URL (below my profile) to go to

my free webinar. I should have put the URL in the Twitter image as well. You can’t click the Twitter image and have it go directly to a registration page. In order to make the URL really stand out, next time I will put it in the image at the top so that people can actually see amyporterfield.com/freewebinar and type it into their browser and go there. I also think you should change the URL on Twitter to go to your free webinar as well. This really works well when you have a live promo going on. That is the great thing about a live promo versus an automated promo. When it is automated you can’t just promote it all of the time. People would get tired of it. But when you have just two weeks of a live promotion you can use all of your social media cover photos and you can post about it multiple times on social media because you are in a promo. People understand how that works. You have a concentrated time, take advantage of it. I also post on Instagram. As you can see, all of the images look identical and that is good. I want that common branding to show up all over the place during the two weeks that I am promoting my live webinar and getting people to sign up. It is really during one week, the one week that I concentrate on getting people to sign up for my live webinar. After the live webinar my images will change to talk about the program I promoted on my webinar. We will talk about that a little bit later in the course but you will promote a program, product, or service on your webinar and once the webinar is over you will send out emails about the program, product, or service. You can post on social media about it as well. For one week, I run ads to fill up my webinars, I change my social media cover photos, I post on social media about my webinars. I do that for one full week before the live webinars. That is what I want to suggest you do as well. I also try to create content around my webinars. You saw the blog post I did. I also do podcast episodes and make sure they air about a week before my live webinar and

encourage people to sign up for the webinar. As you know, I also post on social media about the webinar. I am constantly looking for ways to create free content aligned with my webinar topic. You have to get in front of it. Before you start promoting, seven days in advance, you might have to work on some free content so you have it available during those seven days you are getting people to sign up for your webinar. This takes time. The first time out you might not have any of this free content ready and that’s okay. Just work up to this. I haven’t really perfected this until this year and I have been doing webinars since 2010. So I don’t expect you to do everything and all of this. But I do see it as my responsibility to give you as many ideas as possible and then you get to run with anything you like in terms of what I teach when the time is right for you, when you have the bandwidth to do it. Just know I have locked this in and really perfected it over the years. I am telling you everything I know but you don’t have to do it all now. This is kind of cool. What I have done with my team is have them create ten images of quotes that I have said about my webinar topic. Because you are likely talking about your webinar topic a lot, it is not a new topic to you, it is probably something you are really passionate about, I bet you have a few things to say about it. I created these images and I have a few of them. Here’s one (in the video/slide deck), “There is still NOTHING more powerful, leverageable, or exponentially more profitable than a well-executed webinar strategy.” Another one is, “There is something undeniably magical about clicking ‘end broadcast’ after delivering a flawless webinar and watching your bank account balance hit the five-figure mark for the first time, nothing like it…”

As you can see, I have my twitter and Instagram handle below the quote with a link to the live webinar registration page. I use these, probably one a day, leading up to the webinar. I put it on Instagram or on Facebook or on Twitter or on Pintrest. I won’t put the image on all of the social media platforms all at the same time. I will likely put it on Instagram one day and then maybe later in the day put it on Facebook. The next day I have a new quote and I might put it on Twitter. So I like to spread it out. You are promoting for seven days so you don’t want to get crazy and flood people’s newsfeed with it but you should post something every day related to registering for your webinar. You should put something on social media everyday. I also like to create content that is not directly related to my webinar but will help me get noticed during a webinar promotion. Just like the previous “Amy Says” images, I created some “Wise Words” and used some really great quotes that I knew my audience would resonate with. I just really subtly have my URL mentioned below the quote and my handle. When I post this on Instagram or Facebook or any other social media site I will always add a little context around it. On Facebook you write something above the image so I might say something like “I remember how terrifying my first webinar was and at the same time it was an amazing experience so when I read this quote it really resonated with me. I am doing a webinar all about webinars coming so if you want to join me, here’s the URL.” It is something like that. Or maybe I wouldn’t even mention the webinar but would post the quote with a commentary at the top about how I totally agree with the quote and that it resonates with me and this is how I built my business. I think there is a little context that should go with quote images when you post them on social media. Another one, “I would like to be remembered as someone who did the best she could with the talent she had.” You will see this one pop up, if it hasn’t already. I can’t remember which module I put this quote in. Quite honestly, it might have been this one. But I love this quote. Again, I might just post this and say, “Hey guys, remember

you are doing the best you can. Be kind to yourself. You will get it, it will all come together for you. If you are struggling keep moving forward.” I would use words of inspiration. I use these quote cards during my live promo. I actually stole this look and feel from my coach, Todd Herman. If you go to his Instagram channel you will see something that looks pretty similar. I asked for his permission first. Anyway, I love this idea. My question to you is: What kind of content can you create around your webinar topic that will give you an excuse to talk about registering for your webinar but you wont’ feel super salesy or blatantly in people’s face asking them to sign up for your webinar every five minutes on social media. Create some content around it and that conversation becomes a whole lot more natural. I love doing that on social media, especially Facebook and Instagram. It is just a really nice progression into asking people to sign up for your webinar without having to blatantly shout it. Strategy 05: Periscope Webinar Strategy One more way you can use social media without having to blatantly shout, “Hey, sign up for my webinar” is Periscope. Have you started using it? Do you know about Periscope? Periscope is live video and it is live streaming. You are on video and people are seeing you in real time all over the world. It is a social media newbie on the scene and has a lot of potential. It is really gaining steam quickly. Use Periscope during your registration phase, the pre-webinar phase that we are talking about right now, those seven days leading up to your webinar and during your pre-party, which I will talk to you about later, to show people behind-the-scenes of your webinar. Let me show you two ways I have used Periscope, it is an app on your phone

that you can get to start following me and other people you really respect and like. You can watch us live on video and then you can do your own Periscopes. One of the Periscopes I did during the seven days of getting people to register for my webinar, I created a Periscope called, “Three Secrets to Create Your Online Course Faster.” My webinar coming up was the webinar that promoted this course, “How to Create a Five-Figure Webinar System.” Notice, I didn’t mention that in the Periscope. I got on Periscope and taught three strategies to how I created this program. I got to mention Webinars That Convert, I mentioned how I have been working on it and three strategies that helped me get it done quickly (XYZ – I gave great valuable content), and then I mentioned that I have a webinar coming up where I am going to introduce this course. I told people if they wanted to jump on the webinar with me they were welcome to do so and gave them the URL. I got to organically mention it but I still made the Periscope about something really valuable that I knew my audience would find really helpful in terms of setting up their online courses. That was one way I got to mention the webinar without blatantly having to push it in people’s faces. At the time of this recording I haven’t done this yet but I have created the image (in the video/slide deck) because I am going to do it and I wanted to show you what it looked like; but, another really cool strategy is to jump on Periscope and do a pre-webinar pre-party with those who want to see how I get ready for a webinar. I am going to do it 30 minutes before my live webinar. What does that mean? It means I get to say, “Hey, I have a webinar coming up. These are three things I do to get ready for a live webinar. And by the way, if you want to jump on live with me we are going to start in 30 minutes. Go to amyporterfield.com/freewebinar and you can jump on the webinar. It’s totally free. But in the meantime, let me tell you what I do to prepare for a webinar.” See how that works? It’s pretty cool, right?

That works really well for me because I am going to be teaching about webinars on a webinar. But you could take people behind the scenes and not show them your webinar rituals but, instead, tell them you are jumping on a webinar in 30 minutes and are going to talk about ABC but you want to give them a little teaser. You can then give them a quick story or strategy about why you created the webinar or something that relates to the webinar but is extra, a little behind-the-scenes bonus or story. You can use Periscope right before a webinar and I can promise you if you use Periscope regularly and build up your following you will get people from Periscope to sign up for your webinar, no doubt whatsoever. The Profitable Webinars Rule Social media is a MUST when it comes to promoting your webinars. The trick is to plan for it in advance and get out in front of it as early as possible. Again, you aren’t going to be perfect on this the first or even the second time around. But if you can get a blog post out in those seven days or if you can use extra social media in terms of special images like quotes, and use Periscope, or a cover photo for Facebook or Twitter, do whatever you can in advance in order to help yourself boost your registration with free traffic. This is one of the coolest ways that you can fill up your webinar with quality leads. Do The Work – Make It Real Your Action: I would love to see you choose just two strategies from this training and add them to your overall webinar planning. Start out simple. Maybe take two ideas you learned here and plan to do those two with your first big live promo and then keep adding to it as you do more live promos down the road. Of course, many of these strategies will work for your automated webinar as well. I will show you how to use these strategies for automated in Module 5. There you have it. I will see you in the next video.

module 2, lesson 3 webinars that convert the pre-webinar ... · rookie mistakes”, now they join...

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