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How To Drive Webinar Registrations with Facebook Ads

How To Drive Webinar Registrations with Facebook Ads

In today’s video, I want to break down a funnel that we’ve
been running for one of our clients. It’s done over one point
$4 million in sales. And the reason I want to break this down
is because I want you guys to see what this kind of funnel looks like and what
it takes to really hit this level of sales volume. We’re going to talk
about what kind of offer it is, what the funnel looks like, the team of people involved
to hit 1.4 million in sales. And I’m going to share with you the
learnings and the failures that we’ve had getting to this point so that you can
use this in your own marketing campaigns. The offer that we’re running
is an information product, so it’s a digital course that sells for
$497 and what I want to do is take you into my computer so that you can see
the actual funnel layout that we use to drive these sales for a $497 course and
show you where we’re actually making most of the money with
this funnel. So to do that, let’s head over my computer and I’ll
show you what that looks like right now. All right, so what I want to do is run
you guys through what this
funnel looks like that we drive traffic to. So we drive most of the traffic to this
funnel from Facebook and Instagram ads. So we’re spending anywhere from 20 to
$30,000 a month on Facebook ads driving them to a webinar opt-in.
It’s an autoplay webinars, so people have the ability to select
when they want to watch the Webinar. There’s a couple of times available
over the next couple of days. Once they opt in, it then takes them to a thank you page
that confirms that they showed up for the Webinar. Now what we find is getting
people to sign up for the webinars. One thing, getting people to show
up for the Webinar is the next step. So we set out a series of emails that
really just goes over what the benefits are for showing up to the Webinar and
then get them to show up to this Webinar at the time that they selected. We find that we have about a 30%
show up rate for the Webinar itself. So we’ll watch the whole Webinar,
take them to the sales page, and then to the thank you page. Now what we have found is the majority
of our money is paid on the followup from the Webinar. So most
people will, you know, 30% of people will show up and then less
than half of the people will actually stay till the call to action goes through.
So what we do is if they know short, if they don’t watch the whole Webinar, we then take them to a webinar replay
series where they have the ability to watch the replay anytime they
want over the next couple of days, and that triggers an email series that
then takes them to the sales page and pushes them to, to purchase the
product. If they don’t engage with that, then we even send them
a Webinar summary page. So there should be a webinars summary.
So if they didn’t watch the Webinar, if they didn’t engage
with our webinar replay, then we’d give them another opportunity
to get the information through. A summary, so it’s a shorter video that summarizes
what was in the Webinar and then from there we send them out a series of
emails that then take them to the product offer. If they don’t engage
with the replay or the summary, they just go directly into the sales
sequence so that they then get to see the offer. And if they don’t buy after
that, they stay on the newsletter list. And what we’ll do is we’ll just email
them about the Webinar to see if they want to attend a couple of weeks or months
down the line to keep re-engaging people who have opted in and expressed interest
but didn’t get a chance to watch the Webinar. So that’s the funnel on
the actual structure that
we’re using for this webinar campaign. And it’s not anything
new, it’s not a fancy funnel. One of the things that I do see different
about this funnel than a lot of the other funnels we’ve driven traffic
for that are autoplay webinars. As the follow up, this campaign does a
fantastic job of having the followup, a, the replay series, and even the summary video so that people
can get all of the information that they need to make a decision
to join the course or not. Now the next big thing is the numbers. So I told you that this funnel has done
over one point $4 million in sales and that’s some big numbers. But really
to break down what’s happened, because we’ve been running
this funnel for 18 months now, and where that money’s
come from is the backend. So the core sells for four 97 we’ve
done about $500,000 in sales through the course, but we’ve spent
about $400,000 in paid ads. So net return, that’s really only about
a hundred thousand dollars in profit. And to run a business year over year, we’ve got multiple employees in this
business. You know, $100,000 isn’t what’s, you know, making anybody rich. Now the big thing on this
funnel is the backend. This client that we run traffic
for has private retreats, private days, events that they
hold and higher ticket products. So through lifetime value tracking
that we’ve set up in their CRM system, they use infusionsoft. So what we did was we set up LTV tracking
for any of the leads that are coming through this funnel,
specifically with Facebook ads. And through using that level of tracking
and being able to pull the lifetime value of the leads from the entire tire
time we’ve been driving this funnel. What we’ve seen is while we’ve made
half a million dollars on the front end, those people have bought an extra
$900,000 worth of products on the backend. And that really changes your
perspective on this type of funnel. Because a lot of the
clients that we work with, or a lot of the people that
we see online, you know, they want to make a ton of money on
the front end. But with this client, they’re willing to take a smaller profit
on the front end so that they can make more money on the backend. So having that level of insight on your
customers and how much they’re spending over the lifetime of your engagement
is really valuable to give you a better idea of how much you can and
want to be spending on these ads. Because if you just look
at at the front end, it doesn’t look like you’re
making a ton of money. You know, $100,000 would be great
if you’re a solo person. But this company is a large
company. They have a team of people. So $100,000 isn’t paying everybody salary. But when you start to look at the extra
$900,000 that were spent on upsells and other products, it really starts to make a lot of sense
of why these guys are investing so much money on this four 97 course. So three things that we implemented that
really helped us with this campaign. The biggest one is tracking. So
they had never run this campaign, this specific funnel for uh,
this offer to cold traffic. But they had worked with other
Facebook advertisers before. The one of the biggest complaints was
they just didn’t know what was happening with all their money, so
they were spending money, they were getting reports back about
how many leads came into the funnel, but they didn’t really have any ideas
about how much revenue that meant or how much ROI that meant. So we went in and set up tracking through
not only Facebook but also through their CRM, which is infusion soft so that we have
tracking on the lifetime value of the customers. All the customers are tagged from their
sources so we know how much money they spend when they came
from paid advertising. And that gave us the ability to pull
reports that show, hey, you know, last year we spent $400,000 on paid ads
and that generated $1 million in total revenue for your business. When we take into account the front
end four 97 course and the upsells that people are buying later. Now, the next thing that we did was
we did a lot of audience testing. So we tested about a hundred different
audiences with this offer to see which ones are going to resonate
best and over time, while there was a ton of upfront testing, what we found is a couple
of pockets of audiences, a few million people on Facebook who
really take to this kind of offer. And we’ve been able to run these ads
successfully, like I said, for 18 months. Uh, and in the last biggest thing
that we’ve tested is creative. So we tested a lot of creatives, a lot
of images, a lot of videos, long copy, short copy, a lot of variations. And while we went through dozens of
variations of copy in the beginning, what we’ve come away with are a couple
of key messages that work really well. So we figured out the hooks that work
really well to get people onto this webinar. And what we’re able to do is keep
creating iterations of different ad copies that have that same message,
that same core, um, you know, that same core idea running through it
that really gets people to take action, jump on the Webinar and
eventually buy the course. So those are three things that we did
that really helped us scale this funnel. I hope this video has been valuable
for you to show you what a one point $4 million sales funnel looks like. It’s not what a lot of these
other people are showing online. This funnel has a team of
people behind it. You know, we’ve got a media buyer copywriters, we’ve
got the guy who developed the funnel, we have a COO who works for the company
who is in charge of email marketing following up with all these people.
So a lot of work goes into this, but it makes it really worth it because
this company now has a channel to spend money online and profitably acquire
customers to then sell into their higher ticket programs, which is really
what every business wants these days. So if that’s helpful for you, please
hit the like subscribe button. I’m going to be making
more videos like this, so let me know in the comments below
what you liked, what you thought, and a, I will be seeing you guys for the
next video soon. So have a good one.

1 thought on “How To Drive Webinar Registrations with Facebook Ads

  1. This is a great, quick, teardown to share what is possible and how it can happen with online business. Do you think Infusionsoft/Keap is a good fit for single person companies or is there another CRM you'd recommend checking out? Thanks Brice!

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