- How to test different niches before you dive in and create a webinar that won’t convert
- Three sections of your webinar to really nail your messaging
- The framework and tech to set up a webinar funnel
- Consider your avatar when deciding how long your webinar needs to be
- How your webinar can turn into 6x ROAS or more on your ad spend
[00:00:00] Are webinars a great way for you to get leads for your ad management business? That’s what we are diving into today in this episode of Online Confidential, where I take you behind the scenes to talk about ‘Secret Ad Manager’ business.
For a lot of us who are running ads for coaches and course creators, we have clients who have webinar ads.
They’re bringing people in to watch their webinar, and then typically they’re opting in to book a call for their coaching program or straight to a sales page [00:00:30] to purchase.
But as an ad manager, can we use a webinar to promote our ad management services?
A hundred percent, yes.
I’ve recently just went through a whole webinar framework with members of my mastermind, The Clique, where we looked at all the assets and everything you need to be able to run a webinar to promote your ad management services.
Now, there is a lot of work that goes into a webinar. You are not going to bang it out in an afternoon if you can, kudos to you but [00:01:00] then I’d also be checking the quality of it.
There’s funnels, there’s copywriting. So much copywriting, and then there is the actual content of the webinar itself. But when you have it created, that is a super valuable asset that you can just turn on, do month after month, refine, tweak, and optimize.
Then you’ve got this asset that can be bringing people in month after month to get a nice surge of lead flow for your ad management services.[00:01:30]
So where do you even begin when it comes to creating a webinar?
First of all, you want to have a solid offer. What is your offer going to be that you are going to be bringing people to after the webinar? Now it needs to be something good and strong, not just a “We’ll run your Facebook ads”.
What is a very definitive result? Is it that you will increase their impressions or increase their reach by whatever percent? Is it that you will get this number of leads, et cetera.
So what [00:02:00] is that offer going to be? From there, we can look at who our avatar is because you might be looking at pivoting, you might be looking at incorporating in new niches, or maybe you are still going for one niche that you have worked with and you’ve got tried and true results.
Either way, whether it’s a new niche or various niches there is targeting and there is testing to do to help you refine who it is that you are going to create this [00:02:30] webinar for.
So let’s just say, for example, you are wanting to test a few different industries. Maybe you’ve been working with coaches and maybe you would like to try working with some local businesses or some established businesses or corporates.
This is where you can start testing before you go off and create all these webinars saying, I’m creating a webinar. I’m going to target hairdressers, for example. Then hairdressers don’t want it.
Do some testing. So if you say, I’m going to look at restaurant owners, I’m looking at hairdressers and [00:03:00] I’m also looking at schools for example.
You could create a lead form ad that is going to run to each of those audiences targeting each of those niches so that you can have that offer and that hook at the top of the funnel in your lead form ads, and running it to these different niches. $20 a day, run them just for five days just to get some initial data.
So you can see who is even clicking on these ads. Is this [00:03:30] engaging with anyone? Is anyone even showing interest? That way you’ll be able to see, I was going to create this webinar for hairdressers, but it’s actually the school’s audience that is showing a lot of engagement. So pivot right there and then. Not after you’ve created everything.
Pivot there to, okay, I’m focusing on schools now. I’m going to take that next step and refine further. Our next step after we’ve done those initial ads, oh, by the way, I know what you’re thinking. It’s like ‘I’m going to run a lead form?’ What am I going [00:04:00] to send them to?
You can just do up a quick checklist, pdf, cheat sheet that people could download. Whatever that topic is. Here’s a one pager. You could just say for schools, for hairdressers, for restaurants on it. Okay. And it’s all customized if you feel the need to send anything to them or just that little download button in the lead form, they can download it there instantly. Easy as. Okay, so you’ve done your initial round of testing.
You’ve identified what niche you’re [00:04:30] wanting to target. Then we want to do some more testing again, because like I said, there’s a lot of work that goes into creating a webinar and creating a good webinar.
Consider what the hooks are going to be in the webinar. When you create a webinar, there’s three sections of content.
There’s the introduction, there’s the content, the nuts and bolts of it all, and then there’s the presenting the offer section. So in that content, this is typically where we’ll have three key points that we are wanting to talk about, and [00:05:00] dive deeper in and give great value. So consider what these are going to be.
You need to do your research. You need to know your avatar. So if this is a new audience, you need to be looking at some research. Look at groups where these people are hanging out. Look at book reviews. Talk to them if you can, but know what their pain points are and how you can help solve them. And they’re going to be those key points in your webinar.
So bring them out and craft ads with these key content pieces. [00:05:30] So you’ll have three content pieces. Say we target schools, then we’ll have ads for each one of these content pieces. So again, another three lead forms that would be talking about the content piece one, content piece two, content piece three.
So again, then that way you get data back to see which one of these content pieces is your new niche, or the schools here in this case, is engaging with. [00:06:00] Get that data back and then that is the one that you’re going front and center with.
That’s the one that you’re really going to dive deeper into, create the headline about, and really make sure that this is the one that everyone knows about that’s in here and it’s not hidden down and not mentioned much. This is the one that seems to be resonating with them from the data that we’ve got.
Again, $20 a day for five days to be able to test each of these ads and these messages. [00:06:30] Then find that winner and that’s the one that you will really go strong with headline ding into these pain points. It’s number one on that list of your content pieces.
So we’ve looked at the avatars that we want to target. We’ve done three tests of these different niches. We’ve tested this, and then from that winning avatar, we’ve then looked at our content pieces that we would have in our [00:07:00] webinar. We’ve done some more ad testing with those, and we’ve found that strongest content piece that our audience is targeting with.
Of course, first of all, we’ve got that strong offer that the audience wants. So that’s a bit of testing. That’s making sure we’ve got good solid content and good solid data together, as much as we can before we go off and create a webinar. Because like I said, it takes a lot of work.
From there we need to do the framework. We need our [00:07:30] webinar pages, our registration page, our confirmation page, know what platform we are going to use.
Are we going to use something like WebinarJam or just use Zoom, or even just YouTube live and have the software and the systems in place.
So after we’ve gone through and we’ve done this data, we can now dive in and create our webinar. Like I said, we have an introduction. We have the content pieces, and then we have the offer presentation. We want to make sure that we have social proof in there. That there is evidence of people like your ideal client getting [00:08:30] results with Facebook ads.
Now, if you’re new and you don’t have this, you can head over to Facebook’s success stories and show these kind of examples of what businesses have been able to achieve. Of course, you’re not claiming ownership, but you’re merely evidencing these are the kind of results other businesses are getting and this is what you can do on Facebook.
So getting all your content pieces together, having a nice transition into the offer. When you consider your content pieces, make sure that [00:09:00] each of them are going to really compliment and go into the offer. I like to consider that the offer is scratching the next itch.
You’ve highlighted great value with each of the content pieces. You’ve shown them examples of what may be possible, given them some possible exercises or things that they could actually do straight away, but then that always leaves them thinking ‘okay, but if I do get more X, Y, Z, then how am I going to [00:09:30] X, Y, Z?’
What’s that next problem that’s going to come up for them? And so therefore that’s coming into your offer. It’s the natural obvious progression.
That’s the structure of the webinar in very broad context.
Then we also need lots of copy. We’re going to have copy for the registration page, the webinar itself. Obviously we are going to have copy for our ads and also email copy.
We’re going to have reminders that [00:10:00] are going to go out before the webinar because we want to make sure that we get as many people there as possible, as well as after the webinar that’s giving them the offer to come over and book a call.
So lots of assets, as you can see, need to be all creative for this, and it takes time, especially the copywriting side of things. You want it to be strong copy, so it’s going to take a little while. Even if you use ChatGPT, that’s a great framework that’s going to give you some great outlines, [00:10:30] but, make sure that it’s sounding human and that you really are touching on the pain points and the advantages.
Tell stories in there of what others have been able to do with Facebook ads, and then of course how you can help them to achieve similar results or discuss what their personal goals are with their Facebook marketing.
Webinars are a very effective tool for any kind of business. Of course, you do need to consider who your [00:11:00] avatar is. If you are targeting lawyers who have their own law firm, for example, they might be a bit pushed for time. So a 45 minute webinar may be a bit of a stretch for them, whereas a condensed 20 minute webinar could be something that they would watch, or perhaps their office manager would be more likely to watch it.
There are ways to be getting in and still be getting seen but webinars are a really [00:11:30] effective way to be able to get leads in and then be able to nurture these leads to be able to get them onto a call to learn more about your services.
As always, look at the numbers when you’re going to run a webinar. Don’t just blindly go out there and go, okay, I’m running a webinar and this is going to get me some new leads and clients.
Consider your numbers like we will say to our clients that we run webinars for, “we are going to need to get a hundred people through this webinar before we even have [00:12:00] an idea of how it converts”.
So consider, if I want to get a hundred people into my webinar and it costs $10 for each person to register, that’s going to be a thousand dollars for a hundred registrations. Then if you get 20% attend, that would be 20 people attending, which would be great! Who wouldn’t want to be talking to 20 potential clients all at once? Really warming them up.
How much easier is that going to make your discovery calls? [00:12:30] So 20 people attend, and if you were to get, say, three, four or five booked calls from that, you could at least look at getting one or two clients on board. So if you get one or two clients on board, and if they’re a thousand dollars a month, low balling here, hopefully you’re charging higher $1,500, $2,000 or $2,500.
Even if you just charged a thousand dollars a month and you put them on a three month retainer, that’s $3,000. If you’ve got two of [00:13:00] those clients on board, at a thousand dollars a month. Two of them, $3,000 retainers. That’s $6,000 from a potential $1,000 ad spend to get people to register for your webinar.
It’s pretty good return on investment, right?
Webinars are certainly not easy. There is a lot of work that needs to go into them, but they can be a great way for you to generate interest all at once and talk to a whole audience of your ideal clients warm them up [00:13:30] beautifully so that on your discovery calls, they already know who you are.
You’ve already positioned yourself as the authority and it’s merely going through semantics, looking at their unique situation and deciding if they are a good fit.
Again, this is where I always say to ad managers, you don’t have to take them on board for a Done For You if they’re not ready. Even if they don’t sign on for Done For You services, even if they’re not ready for that, you could offer them a strategy session if they haven’t even started with [00:14:00] Facebook ads and they need to get things set up first.
Offer a strategy session. You could do that for a thousand dollars and it’s paid for your ad spend. A strategy session if they have run ads, a paid audit, you could also do a setup service where they don’t have the budget for Done For You services, but you can do a one-off setup, here’s the ads.
That could be $1,000, $1,500, $2,000 for that kind of service as well. So there’s other ways that you can be recouping the [00:14:30] cost for your ad spend by getting these leads in, Done For You services, along with some Done With You services.
I hope you found that valuable. If you’ve got any questions, send us an email at firstname.lastname@example.org, we’d always love to hear from you.
But that’s it for today’s episode, until next time, bye for now.