2020 Webinar Strategy Discussion
Jack, thank you again for taking me on!
I thought that perhaps this might be the easiest way to share what I have in mind, what I’ve done, some conversion rates, my thoughts, and then turn things over to you . . .
I’ve sold a few hundred thousand dollars over the last few years using webinars but most of that is live. I connect well live.
When I run replays of my live work . . . it usually falls flat.
But I thought a look at what has done best for me, and some thoughts on how I best help folks, could be useful.
My concept with Anyonecancoach.com is I teach folks to create a group coaching program . .
However, my biggest problem over the last couple of years is that I’ve allowed myself to get to where the bulk of my revenue is coming from 6 week classes, and one time year-long coaching “sales” I run . .
Chasing monthly revenue instead of building for the long term.
A few months ago, I just got fed up . . .
Fed up with reinventing my revenue every 6 weeks
and DETERMINED no matter what to find a way to make an automated webinar campaign work, even if that meant just starting with what I have already (I have thousands of hours of recorded how to training on download pages and membership sites)
and using my existing webinars
So . .
When I reached out to your team, looking for a solution to getting deadline funnel integrated with infusionsoft, my initial plan for this year was to simply automate a webinar I ran late last year, put in a post webinar email sequence, and start running visitors to it – to get some kind of a baseline for what it would do automated.
My thought was that with deadline funnel in place, an emphasis on payments, I could get some level of sales, then begin to split test emails, improve sales letter, test direct to order form, and then once that was in place work on improving the webinar.
However . . . when you responded with availability to help me with copy . . . my mind immediately switched to asking you to help me write a new webinar funnel from scratch (and that’s why I invested in a couple extra hours over what you suggested we might need)
So I’ll share the slide decks for my top 3 past webinars, and the conversion rates I have experienced
and share the topics’ relevance to what I’d like to do . . and then ask for your advice.
This is the webinar I ran live, then replayed, in December:
This is the $997 Signature Coaching Business Webinar
That converted at about 1% to $997 and the 3 payment option (half of each)
This is the sales page for this
There were significant real-time issues with getting the right live emails out, plus the offer was similar to an offer I had offered a few months earlier, at $349
so many of the leads had been exposed to that (and many had bought)
so if this had been a really clean campaign, my guess is conversions are a little higher.
Obviously, 1% is very low – I know – but entering 2020 my thought was, I have to start somewhere – and better utilizing deadline funnel was my first step
Folks are loving the training so far, it starts with creating a coaching program, which is a topic I teach on very well.
Now, two relevant prior webinars, this was run live and with replay and produced about a 6% conversion rate at $297:
Automated Webinar Campaign Mastery
The problem with that campaign was that although I was comfortable with the conversion rate as a starting point, most of the buyers didn’t have anything to sell . . so I ended up lengthening the time frame of the class, and spent the first half helping folks develop a product to sell . . . and by that time, most flamed out and never did anything with a webinar.
And then there is the bear in the woods . . . I mistakenly believed that what I had done decently live would do better in an automated fashion than it did – this was more of a “sell it and do it at the same time” type of thing . . . and although I stand by what I do on a live webinar – it just doesn’t work in the automated funnel nearly as well
So although it sold okay . . . it’s not a good match for the leads that were coming in (primarily my own and one partner)
before moving on . . . I wrote both of those webinars myself
However the next one I’m sharing because it’s historically done well, but also because it’s the topic that I’ve helped the most folks with, and do well with –
but this webinar was written as I was studying Michael Cage’s teleseminar training from about 15 years ago . . .
I literally transcribed much of his 17 hour training program – then wrote this webinar when I was really green, by adapted his pitch to my topic . . so probably 80% his words, not mine
But again, I share it because it was a strong producer for me for years, again, only about 6% – 7% conversion rate to $387
BUT it was a phenomenal lead-in to my $97 a month coaching program, which had a strong rebill rate . . .
you could say this was the bread and butter of my front end for several years:
So that’s where I’m at now.
As you can see, my marketing skills are minimal.
Most of my sales are to a very loyal audience.
It takes 6 months many times for a new prospect to buy from me.
But . . once they buy . . they love my training, they join my $97 a month program, etc
So . . . my marketing skills are minimal, but the high trust that happens leads to strong lifetime value.
However . . . my biggest weakness is the other side of that coin:
Because I don’t sell cold prospects well, it’s hard to ramp up traffic because it takes so long to generate revenue.
My plan for this year was automate the $997 Signature Coaching Business system, then split test the funnel and emails and improve it over time.
Now I am thinking . . .
why not revert back to teaching what I teach best:
Creating the coaching program in the first place –
$997 or 3 payments of $389
I backend it with my $97 a month live coaching program
It will be much easier to sell to a more beginner (mass) market
It’s right in my wheelhouse
PLUS – already have dozens if not hundreds of hours of training on the topic, that folks love.
And because you can script an amazing webinar, write amazing sales copy , and write great emails that will convert
With your guidance and advice and expertise
I emerge from this project with a strong webinar campaign and positive ROI early in the prospect cycle.
A little more about how I see the “How to Start a Coaching Program” market:
Coaches, Speakers, Teachers, Authors, Pastors
Premise: Start an Easy to Run Group Coaching program that is low fuss for you and high results for clients
This solves 2 big problems in the marketplace:
- Most “coaching business systems:” are too complicated form most Coaches, Speakers, Teachers, Authors, Pastors without specialized help implementing (confused by technology, membership software, etc)
- Established 1-1 coaches who are tired of 1-1 coaching, holding strategy sessions, tired of filling higher ticket Masterminds and want an easier $97 – $197 a month easy to run group coaching program
A simple group coaching program based on a weekly or bi weekly live teleseminar or webinar based conference call,
Initial run of clients taught a step by step system, recordings placed in members area
Then weekly or bi weekly q and a
(Yes, the model we see established infomarketers and coaches using . . . but entry level Coaches, Speakers, Teachers, Authors, Pastors have a hard time finding and implementing that model, my training makes it easy)
You know the model, I won’t go on and on.
My thought is that it’s what I’ve successfully taught well, allows me to market to the masses better
My big resistance to this has been writing a high performing webinar and post – webinar email campaign
But with you on this project – resistance smashed.
Obviously, you can see around many corners I can’t.
You know more about what the market needs.
So I’ve laid out my best stab at letting you know what I’ve been doing, my thoughts . . .
So the ball is now in your court 🙂
Jack, I’m excited – very excited – for you to help me with this!