More than 50% of webinar sales come after you perform the original webinar, in your follow-up sequence. That's what I'm going to show you how to do.
I want you to imagine for a second that you signed up for a webinar, or you went to a training. This doesn't have to be a live webinar. This could be an auto webinar or a video sales letter. You entered your email and you started watching the training, but something happens. Facebook happens. Your kid needs something. Maybe you're running late and you need to run out the door, dinner's ready, you get hungry. Whatever it is, you fall off the webinar. This happens despite our best efforts to keep people engaged and keep people going.
As somebody who's running a webinar, you have to make sure that you have all the different follow-up sequences in place. This is something different than just email. Here are five different things that you can do to follow up with people to make more sales after your webinar is done.
1. Get their phone number and text them
When people opt in, you should have the option to grab their phone number so that you can text them. Do not make this mandatory. Make it optional. We have seen more than 50% of people enter their phone number.
This allows you to do two things. The first one is it allows you to text them to let them know that the webinar is going live. If it's an auto webinar or a video sales letter, all you have to do is say, "Would you like this delivered to your phone?" People will enter their phone number and you can text them a link to the actual video sales page. The second is that once you get to follow-up, you can send follow-up directly to their phone.
You don't want to send as many texts as you would emails. You want to send them up to maybe three or four text messages after they have come on and seen your webinar, one each day in the cart sequence. It's annoying if you send a really long text, so send a short text: "Hey Joe, I saw you were interested in learning XYZ. Get the top three tips here." You can send them one to the full webinar, and then one to a testimonial case study that is in your webinar: "Hey Joe, click here to see how Jill was able to use XYZ to get [desired result]." Again, make it short. Do not make your text message super long. It won't get read.
We've seen sales rise just from texting people, especially when you send them short, powerful text messages, and when your cart is closing: "Hey, this is the last time you're going to see this offer. Make sure you click here if you want to get it." Most of your sales are going to come at the end of your cart open sequence.
2. Send at least eight emails before the cart closes
Between the time people opt in, whether it is a live webinar or a replay, and cart close, you want to send them at least eight emails, two each day. I actually like to see four or five emails on the last day. I know some of you might be a little bit resistant to that, but here's the thing: if people opt out of your sequence, it's not because you're annoying them. It's because they don't want the outcome that you're offering.
This doesn't mean that you have to write super long emails. When you're sending this many emails, the whole point is to get to the top of the person's inbox and send them something that is relatable to them. So mix your emails up. You want some long, some short, some driving to case studies that are embedded in your webinar, some that go to testimonials that are not in your webinar on a sales page, some that go to your entire webinar and some that go to specific pieces of your webinar.
You want to mix up the length because a lot of people are reading their emails on their phone, and when they're reading their emails on their phone you don't want to send them a book. Just short and sweet, 20 to 30 words that tell them a curiosity hook that is revealed in your webinar: "Hey, you might not want to miss how Joe got [desired result] in 30 days working with my program. His whole case study is here." Then when they click that link, it's going to take them to that place in the webinar. This is how you build a great webinar sequence.
Most of your closes are going to come the last day of cart open, usually in the last two to three hours. That's why I say send five emails on the last day. You want one in the morning, one midmorning, one afternoon, one evening, and then one at cart close. You want to constantly be at the top of their inbox, and you have to make sure that they know that they are going to miss out if they don't take action.
3. Run a follow-up Q&A as a sweeper
For a live webinar, you want to have a live Q&A that is kind of like a sweeper. This is going to be two days after you did the webinar, one day before cart close, and you're going to say, "Hey, I'm doing a live Q&A on Zoom or on Facebook Live. I would love to answer your questions."
Here's what this will do. If you've followed any of my videos, you know about the maybe fence. Once you've made your offer, these people are sitting on a fence called the maybe fence. They want the outcome and they're paying attention to what you're saying, but they're not 100% sure that it's for them. By having a live Q&A, not only can you answer some of their questions live and drive them back to buying, but you can also use it in your follow-up sequences: "Man, we got some really good questions." List out the questions, as that builds curiosity and is an open loop, and it will actually drive them back to buying from you.
You can drive them back to the recording of the Q&A, you can drive them back to the webinar, or you can just drive them to the sales page. This gives you more content and more open loops, which is what is key to getting people to buy from you.
4. Use Facebook Messenger
You can build a Messenger group and put people in there. You can also use Messenger bots: "Hey, connect to me on Facebook Messenger, we're going to send you a few highlights and follow-ups." The way Facebook uses bots has changed a lot, but you can still use them. As of making this video, right when somebody opts in you have 24 hours, and in that 24-hour window, if they interact with you, you get another 24 hours. So you can use bots to send follow-up specifically for a webinar. You can also drive them to the live Q&A call and get people more involved with what you are doing.
5. Make an affiliate offer after the cart closes
After the cart close, people that haven't bought from you and people who have are still open to auxiliary offers. They know, like and trust you by this time. They've spent time with your webinar, they've opened up some of your follow-up emails, they've read some of your content.
Figure out what you have in your marketplace that is a non-competing offer. It could be priced less or it could be priced the same. I like doing a lesser-priced offer, and it has to be an affiliate offer so that you get paid on it. You can do a webinar with somebody else, or you can just send them straight to a sales page if it's a low-priced offer.
This is a way to gain extra revenue. I did this with a $97 offer that somebody else had. I got paid 50% of the offer, so I made $50 for every sale, and I usually have between five and 10 people take up that offer. That's extra revenue that you can either run in ads or just put in your pocket, and it adds to the overall performance of your webinar.
Key takeaways
- More than 50% of webinar sales come after the webinar, in your follow-up sequence.
- Give people the option to enter their phone number when they opt in. More than 50% do. Send three or four short texts, one each day in the cart sequence.
- Send at least eight emails between opt-in and cart close, live or replay, and five on the last day. Most of your closes come in the last two to three hours.
- Run a live Q&A two days after the webinar, one day before cart close, to sweep the people sitting on the maybe fence.
- After the cart closes, send everyone a non-competing affiliate offer. It adds to the overall performance of your webinar.
Questions people ask
How many emails should I send after a webinar?
At least eight emails from the time they opt in until the cart closes, two each day, and I like to see four or five emails on the last day.
Won't that many emails annoy people?
If people opt out of your sequence, it's not because you're annoying them. It's because they don't want the outcome that you're offering.
When do most webinar sales happen?
Most of your closes are going to come the last day of cart open, usually in the last two to three hours.
Keep reading
- The Repitch: The Most Profitable Webinar Segment You're Probably Skipping
- Beyond the Chat Box: Creative Ways to Re-Engage Webinar Attendees in Real Time
- Feel Like You're Selling to Crickets? Here's What to Do When They Don't Buy
Watch me walk through all five follow-up methods in the video at the top of this page.
