The Webinar Money Making Machine

Paul Jordan is a marketing expert, and webinars consultant.

You already know what a webinar is … I actually prefer to speak about webinar funnels. A webinar funnel is a type of sales funnel and I am absolutely passionate about deploying them to earn $$$ on autopilot.

My webinars have been attended by thousands of people from 72 countries across the globe, and of course some of these come from organic posts. This is just one reason I am so enthusiastic about recommending webinar funnels to my own prospects and clients, they open up your prospective audience massively!

The challenge is that setting up a webinar funnel correctly takes a lot of work as there are several moving parts to the webinar machine. “Overwhelm” is the common theme I hear from clients. Many of you realise that webinars are extremely powerful revenue generating machines but also get stuck when trying to set them up.

Some of my clients have said they have been stuck for a long time, in one case it was two years! It’s easy to understand this which is what lead me to create my Winning With Webinars Program to show you how to set things up for yourself or call upon me and my team for any parts you get stuck with.

A picture speaks a thousand words so here’s a diagram for you.

Looks complicated? Let me explain.

Looks complicated? Let me explain.

Traffic source(s) 

This is where your visitors - your prospective customers or clients – come from. In this diagram, I’ve shown Facebook as the source and this could be paid ads or organic (social media posts). Of course, other sources could be YouTube, TikTok, Instagram, Pinterest etc.

Website pages

Someone arrives at the webinar registration page – this is where they enter their name and email address and click submit. After that, they are presented with the thank you confirmation page. They expect to attend the online webinar event at a specific date and time. In addition to seeing the thank you page, they’ll also be sent a confirmation email that contains a calendar appointment (e.g. .ics) so that the appointment can be added to their calendar to help remind them.

Reminder sequence

This is a series of emails sent out typically a day before, an hour before and at the time the webinar starts. These are very important since people need to be reminded to attend. The emails contain the link to click in order to attend the webinar.

Webinar pages

This is where people actually attend and watch your webinar. When the webinar closes, they’ll be presented with a page - typically a sales page with order form – but could be a calendar booking or other page of your choice.

Nurturing sequence

This is sent out to people who attended but did not purchase. Important because few people buy on the day, most will go away and do some research or simply chew it over. Many will come back. Industry statistics definitively show more people will buy later which is why “the money is in the follow up”.

There is another email sequence omitted for clarity here and that is the short sequence that gets sent out to those people who registered but did not attend on the day. We want to encourage them to come back and watch. We can offer a webinar replay so they can get back on track in your funnel.

We can also offer a replay to people that did attend because they may not have seen it all or simply want to see it again.

We have lots of really cool and smart options so let me tell you about three variations of webinars:

LIVE

1 – live: self-explanatory really – you deliver the webinar live on the pre-determined date and time.

AUTOMATED

2 – automated: the overall booking process for attendees is the same, but when they come to the webinar, they see a recording, not you live.

ON DEMAND

3 – on demand (also known as just in time): once the user enters their name and email address and clicks submit, they see the webinar there and then, so it is a recording.

You may hear the term “evergreen funnel”, this basically refers to using type 2 or 3 with ads sending a constant stream of leads to your webinar registration page(s) 24/7 and gaining sales or bookings for your thing.

Even with on demand and automated webinars, attendees can still ask questions – the webinar platform will turn these into an email to you so that you can still respond to your audience and follow up with your leads. And with automated, you can sit in your pyjamas interacting - but not on camera - with your audience to respond to comments and questions in the chat box, the moderator feature allows this.

All of the above needs to have a good, well-structured presentation that is designed to engage your audience and sell your thing. But that’s beyond the scope of this post.

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