Transcription of The Art of Paid Traffic Episode #70:
On today’s episode of The Art of Paid Traffic, we’re talking about automated webinars, or what I like to call streaming workshops.
I’m going to share with you my strategy for how I use streaming workshops to create an automated sales machine in my business using Facebook ads to drive the overall sales machine.
This is the beginning of a mini-series all about webinars and how to use them in conjunction with paid traffic to quickly grow your business.
We’re doing this series here in January because it was almost exactly 2 years ago that I started using webinars in my business.
It was at that point that my business completely took off, when I started using webinars.
If you’re looking to have a breakthrough year here in 2016, one strategy that can catapult your business very quickly is to use webinars. We’re going to be covering webinars here over the next few weeks.
In the next episode, John Lee Dumas from Entrepreneur on Fire is going to be joining me to talk about how he has used Facebook ads to drive webinar registrations for his weekly webinars that generate literally tens of thousands of dollars every single week. He’s also going to be sharing webinar tips for increasing conversions.
The following episode after that, my good friend Amy Porterfield is going to join me to talk about all the secrets to creating 5 and 6 figure webinars in your business. Amy is one of the very best people that I know when it comes to webinars. I’m psyched to bring her on the show so that she can share her secrets with you. That’s the episode after the next one that is coming up here.
Let’s start talking about today’s episode and jump into talking about creating an automated sales machine in your business using streaming workshops, as I like to call them. Some people call them automated webinars.
The first thing I want to talk about is, in my business, I use Facebook ads primarily in 5 different ways.
Number 1, when I have launches for my FB Advantage course. I generally will do webinars. I’m going to be doing some videos this coming year, so I’m going to be using Facebook ads to drive that launch.
I also use Facebook ads, number 2, when I do affiliate partner promotions. For example, if I’m partnering with somebody and we might do a webinar together, or if I’m just simply promoting it via email, I’ll often times use Facebook ads to promote that affiliate partner promotion.
Number 3, I use Facebook ads for my streaming workshops, which is what we’re going to be talking about here today.
Number 4, I use Facebook ads to begin a relationship with my target audience by using Facebook ads to send people to content on my site, RickMulready.com. It’s there where I’m giving people great value, whether it’s an epic blog post or a video or a podcast episode, whatever it might be. I’m beginning a relationship with my target audience starting with Facebook ads, sending them from Facebook ads to that content.
The 5th way is really the overall, encompassing strategy for how I use Facebook ads. All of these strategies are focused on the 2 goals of building my email list and driving revenue for my business. One of the biggest breakthroughs I had in my business in 2015 was really honing in the system for automating leads and sales through this streaming workshop strategy.
If you’re not familiar with what a streaming workshop is, it’s essentially a recorded webinar that’s available for people to consume multiple times a day.
They don’t have to consume it multiple times a day, but it’s available to them multiple times a day, which allows people to consume the workshop on their terms. It might be available at 10 AM, 1 PM, 4 PM, and 7 PM, and then they just choose whichever time works for them. Then you can make it available to them whether it’s today or tomorrow or the next day. All different types of things that you can do for making it available for people. It really comes down to a matter of testing how many days that works the best for you, which times, that sort of thing. That comes down to a testing thing.
It might even be available on demand so that people, when they register for the webinar, they can watch it right then and there. They can watch it immediately. Again, it just really comes down to testing different things to see when your attendance rate is the highest and your highest conversions on sales, and so forth.
We’re going to talk about that stuff here in just a second.
The beauty of having a streaming workshop in your business is that it’s working when you’re not. You do the work up front, then it becomes more passive. It also allows you to help more people. It will help you scale your business because it’s all automated. Again, you do the work up front and then it’s done. Then it’s just a matter of tweaking things over time. It becomes evergreen for you. It allows you to add value to your target audience and then generate leads and sales on that automated basis.
That’s where the whole automated sales machine comes into play.
Before we go any further, I do want to address that automated webinars have been given a bad wrap. The reason for that is there are some people out there who like to act that the webinar is live, when in reality it’s recorded. If you’re already using streaming workshops or automated webinars, as a lot of people call them, in your business or you’re making a decision to do these in your business, don’t pretend that it’s live to your audience.
Be honest and work from the standpoint of integrity. Be up front with your potential customers and either inform them, so that they don’t think you’re trying to pull one over on them, or simply don’t act like it’s live. I had to say that.
Now that we got that out of the way, what drives this overall automated sales machine is paid traffic.
For me, over the past year, and for me right now, Facebook ads are driving this specific automated sales machine in my business. We’re going to talk about Facebook ads here in just a second. It really comes down to using paid traffic to pay for leads, to get them into your sales funnel, building a relationship with those people by adding value to them, and then offering them something to buy.
We talk about putting 2 dollars or 3 dollars or 4 dollars into your sales funnel and hopefully getting a return on investment out of that, like a 2x or 5x or 10x, or whatever ROI is, might be in return. We’ve talked about that here on the show. I’m sure you’ve heard that from other podcasts and another piece of content or other blog posts that you’ve read. This is where I start to say, I’m going to pay 2 dollars for this lead or 3 dollars for this lead, and I’m going to make 3 or 4 or 5 dollars back in return for a really nice return on your investment. This whole sales machine that we’re talking about, this is where we’re talking about putting money in and then just getting a multiple of that money back in return for a really nice ROI.
Step number 1 is you’ve got to have something to sell. In order to make evergreen sales, not to state the obvious here, but you’ve got to have something to sell, whether that’s a product or a service. For me, I use a streaming workshop to teach the very basics of Facebook ads, and then offer the attendee the opportunity to continue their education with my Total Beginning Facebook Ads course, which is FB ads for newbies.
It’s really the streaming workshop that starts the automated machine in my business. A tip for you when you’re recording your webinar is don’t record it once, then say, “Okay, I’m going to turn that into an automated webinar.” Make sure you’ve done your webinar several times live so you’re really happy with that webinar. Make sure you’re recording all the webinars when you do it live and you’ll know, obviously, when you feel good about the webinar, you’ve made a lot of sales off of it. You know that that is the one that you want to go with for your automated webinar. Again, make sure that people don’t think that you’re not acting out of integrity, having people think that it’s live. That’s really important.
Once we have a product or service to sell, once we have our webinar, I use 2 different funnels in my business for this automated sales machine.
Number 1, that funnel looks like I use Facebook ads. I drive people from the Facebook ad to a registration page where, on that registration page, they can register for a time and date to view the webinar that works best for them. On that webinar, I offer my online course, FB Ads for Newbies, and then they either buy or they don’t.
Another funnel that I like to use is I run Facebook ads to a piece of content that’s going to be relevant to that specific streaming workshop. I’m running it to an epic blog post or a video or a podcast episode that it’s going to be relevant to those people.
Then within that piece of content I’m going to have a link to the registration page for a streaming webinar. I’m also building a re-targeting audience of people coming to that page and consuming that content so that for those people who actually come to the page but don’t initially register for the streaming workshop, I’m able to re-target those people with an ad that’s trying to get them to register for that streaming webinar.
Again, once they register, then on the webinar I offer my online course, and then there’s either a sale or not.
Facebook ads allow me to target my ideal customers and then really open a flood of traffic into this sales funnel, or into this overall automated sales machine. After someone registers for a day and time that works for them, they then either attend or not. If they attend, they’re going to get a quick result because I’m offering really great value during that streaming workshop and that’s going to give them a taste of how I can solve their problems. Be thinking about that. Be thinking about in your webinar, are you giving some great, free content in that webinar that’s really going to help your target audience solve a very specific problem that they have.
Then, since I’ve helped my audience at that point get a fast result during that streaming workshop, I then offer them the opportunity to continue their Facebook ads education with my Total Beginners Course, FB Ads for Newbies.
The next action in the funnel depends on a few different things.
It’s going to depend on things like, did the person buy the course? Did the person even attend the workshop? If they did, how long did they stay? Did they see the offer at the end? Maybe they dropped off halfway through. Depending on which action they took, I’m going to follow up with them via email marketing.
For example, if they attended the webinar and they bought the course, they’re going to receive an email sequence with an onboarding process. They’re going to receive an email with the login instructions and then an onboarding email sequence after that.
Maybe they attended and saw the offer, but they didn’t buy. If that happens, they’re going to go into an email sequence that adds more value to them and redirects them back again to the opportunity to join the course.
Now maybe they attended and dropped off before the offer even hit during the workshop. I’m going to put them into another, a separate, email sequence where I’m also adding value to them, but this time I’m going to be introducing the offer, not reminding them about the offer, because again, they hadn’t seen it yet. I’m going to be introducing the offer to them.
Maybe they didn’t attend the webinar at all. They registered, but they didn’t attend for one reason or another. I’m going to send them into a separate email sequence that tries to get them to consume the webinar, because they registered, they were interested, but for one reason or another they didn’t consume the webinar. In that email sequence, I’m going to be trying to get them to consume the webinar. I might introduce the course at some point, but very lightly, because again, at that point they would have no idea about the course offering. I’m trying to get them to consume the webinar.
The tools that I use to do this are Infusionsoft and EasyWebinar, which are the 2 main tools that I use for this automated sales system in my business. Speaking of tools, to set up your automated sales system, it’s very easy to go overboard with the tools that really make this overall process and this system very easy. The tools that I mention to create this automated sales system in my business, number 1, EasyWebinar, like I just mentioned. This is a huge savior for me and anybody really looking to run live, streaming, evergreen webinars. Not to be confused, when I do live webinars, I used Good Webinar. But for my streaming workshops, I use EasyWebinar, because it allows you to stream your webinar an unlimited amount of times to an unlimited amount of attendees.
One thing they do a really, really good job of is the reporting. Casey Zeman, that’s his baby, he’s a good friend of mine. They’ve done a really good job with their reporting so I can see things like how many people have registered for the webinar, how many people attended, how long they attended for. I can also tag people based on these actions. For example, if somebody attended the webinar for 80% of the overall workshop, I can tag that person as such so I know exactly this person attended for 80% of the webinar and they saw the offer.
From there, I’m obviously going to know whether they bought or not. What I really like about EasyWebinar is it integrates with Infusionsoft so I can use those tags that have been put onto the people based on the action they took into those specific email sequences that I mentioned earlier.
When it comes to streaming workshops or automated webinars there’s a bunch of tools out there. Tools like Webinar Ninja, Webinar Jam, Stealth Seminar, Evergreen Business Systems, there’s a bunch of them out there. I’ve just had very good luck with EasyWebinar and I’ve really liked it a lot. I have used Evergreen Business Systems before and it worked okay, but I thought it had a lot of limitations which is why, in the end, I switched over to EasyWebinar.
If you’d like to check out EasyWebinar, I am a proud affiliate for them. Just go over to RickMulready.com/EasyWebinar and you can check them out. If you end up signing up for them I do get a small commission for that, so just being up front about that.
As far as an email service provider, if you’re listening and going, “Rick, but my business isn’t at the point to be using Infusionsoft or Ontraport or something like that”, not to worry. You’ve got all kinds of options out there, like AWeber, MailChimp, ConvertKit, GetResponse, whatever it is. Those are all fine. For me, I’m at a point in the business where Infusionsoft makes it super easy to do everything I needed to do, and especially with this automated sales machine that I’ve created, it allows me to map out my webinar sequence. I can segment the people based on, again, the action that they took, whether they attended the webinar or not. It really takes the pain out of following up with them via email.
Again, don’t let the fact that if you don’t use InfusionSoft or Ontraport or one of these larger, more robust systems, don’t let that stop you from setting up an automated system like this. You can use these other providers like Aweber or MailChimp or ConvertKit or GetResponse. I don’t want to leave anybody out here.
You can use these other systems. Don’t let that be an obstacle for you.
Moving on here in the process of the type of things that you need to think about. You’re also obviously going to need a landing page to send people to so that they can register for your webinars. From your Facebook ad, if you are sending them directly to a registration page, well, you have to be able to create that registration page. Right now, and over the past year or so, I’ve been using a simple registration page that I made in OptimizePress.
Actually, I had somebody make it for me. I originally created it in LeadPages (affilate link) and then I had somebody just mirror that. They just built it for me in OptimizePress. The reason that I did it that way is because OptimizePress allowed us to easily include the special code that you get from EasyWebinar. That special code is what allows people to choose their date and time.
You know how when you go to a standard registration page for a webinar, it’s 1 date and 1 time. Whether you use EasyWebinar or any of the other systems that I mentioned, they’re going to give you a code that you have to put onto your landing page that is going to allow the other person who is landing on that registration page, to register for a specific time and date. It’s this special code that allows that. That’s why I use OptimizePress. Again, I normally use LeadPages for all of my landing pages in my business, but there hasn’t been a simple integration between EasyWebinar and LeadPages, which, I’ve got to say if I had one, is my primary frustration with EasyWebinar. I know that Casey’s working on that. He understands that that’s a frustration out there.
I do use LeadPages, though, for my thank you page, which is that page that people are going to land on after they register. I send people to the landing page that I created in OptimizePress, then after they register they land on a ‘thank you for registering’ page. It’s on that page, as we know, that the Facebook pixel goes, because we want to be able to track those conversions. LeadPages makes it really easy to place that pixel. If you’re not already using LeadPages and you want to check that out, you can go over to RickMulready.com/leadpages, and again, I’m a proud affiliate for them as well.
The last tool that I use in this overall automated sales system… It’s not actually a tool, but I’ve set up a Google Docs spreadsheet. This spreadsheet is awesome. It tracks all the results of my streaming workshop. Things like how many people registered? How many people attended? How many people didn’t attend? What is the percentage of the overall registrations? What percentage of the people watched 80% or more of the workshop? That way I know how many people saw the offer. How many sales I made, how many up sales were made if I have an up sell in place? What is my lead to sale percentage? What is my attendee to sale percentage? What is my attendee to sale percentage? What is my earning per lead? What is my earning per attendee? What’s my ROI? What’s my profit? What’s my cost per lead ceiling?
What I mean by that is, using these calculations, I’m able to see what my break even point is for my cost per lead. So if my break even point is, let’s just say, 6 dollars, and I know that I’m getting my cost per lead for 3 dollars from my Facebook ads. I know I have a lot of wiggle room there where before I go breaking even and start losing money. So this spreadsheet helps me to determine that.
I’ve got formulas all set up in the spreadsheet, so I have my VA go in and she inputs the numbers from EasyWebinar and then everything just gets automatically calculated. It’s awesome.
I’ve had a lot of people ask for it before, so what I’ve done is I’ve put together a version of this Google Docs spreadsheet for you with all the formulas in it so that if you’d like to download it and use it in your streaming workshop and your automated sales machine and your business, just go here to download it.
With this stats spreadsheet, I combine the metrics that I’m tracking there with all the Facebook ads reporting I have available to me in Ads Manager. It’s these 2 methods, I guess you’d call them, is what I use to determine what tests and tweaks I want to make to the overall sales funnel. For example, at the Facebook reporting in Ads Manager, that’s always going to tell me how well my Facebook ads are doing. I can make changes based on the stats and metrics I’m learning from Ads Manager. Then all the metrics and stats I’m recording in the Google Docs spreadsheet that I’ve set up, that’s really what’s going to allow me to figure out what part of the funnel here is broken, or where can I make improvements?
For example, if I have a very low percentage of attendees making it to the offer, then I know there’s something up with my webinar. It’s not very good. They’re not sticking around until the offer. Maybe I have a very good percentage of attendees making it to the offer, but then I’m not converting on that offer. I’m not getting many sales from it. Then I know it’s probably an issue with my offer. Tracking these metrics, you’ve got to know your numbers in your business, and this is no different here. Knowing these numbers, using a spreadsheet like I’ve talked about here, and the Facebook ads reporting in Ads Manager, knowing all these numbers is what’s going to allow you to figure out what do I need to change, what do I need to improve in my overall automated sales machine for the streaming workshops.
Let’s recap everything that we’ve just talked about and how you can either implement your own automated sales machine in your business using streaming workshops, or if you’re already doing this in your business, how you can improve upon the system that you’ve already set up.
Number 1, you have to have something to sell, a product or service. Then you have to have the webinar that you have recorded and you’re going to be using a tool like EasyWebinar, for example, or whatever system that you want to use. Then, you’re going to have a sales funnel that’s going to start with Facebook ads. I have 2 sales funnels that I use in my business. Number 1, I start with my Facebook ads. I send people directly to a registration page, and that’s where they can register for a streaming workshop. During the workshop, that’s where I’m going to be offering my online course. Then there’s either a sale of that course or not.
The other funnel that I use is Facebook ads to a piece of content. I’m sending people from the Facebook ad to an epic blog post or a video or a podcast episode and then on that page, I’m building a re-targeting audience of people coming to that page. I’m also, within that content, offering people the opportunity to register for a streaming workshop. For those people who don’t register, I’m going to re-target Facebook ads to those people to try to get them to register for a streaming workshop. Then, again, on the workshop I offer my online course and then there’s either a sale or not.
The next step in the process is, based on the action that people take, maybe they register but don’t attend, they register, attend, and didn’t see the offer, whatever it might be, I’m going to follow up with them with a specific email campaign, which again, I use Infusionsoft for. I track everything through this Google Docs spreadsheet that I was just talking about and Facebook ads reporting in Ads Manager. What I’m doing in sort of the background here, I’m watching my email list grow and sales come in every single day. It’s because the whole thing is automated. I want to reiterate, too, is if you’re not able to tag people, if you’re using Aweber or whatever, if you’re not using Infusionsoft or Ontraport, don’t let that be an obstacle. Maybe you don’t have the ability to send people down different email sequences, that’s okay. Get the system in place. At least have the workshop and then follow up with the people who are registering and attending and not attending.
EasyWebinar or any of these systems are going to be able to tell you which people are attending and which people are not attending. At least get this set up and start emailing people after that so you can build that relationship with them. Your action step today is if you don’t already have an automated sales machine set up in your business where you’re using a streaming workshop, I want you to start putting one in place. Do this today. Do this this week. Start thinking about, “How can I leverage what I’m doing in my business and create a streaming workshop where I’m able to create an automated sales machine out of it and leverage Facebook ads to do that.”
If you already have a system like this in place in your business, what areas can you improve upon within the funnel to increase those results? If you know your numbers, get looking at those numbers and figure out where you can be making improvements. If you don’t know your numbers, I want you to figure that out. You’re going to start tracking those numbers right away.
The tracking spreadsheet I mentioned earlier is going to help you track everything in your sales funnel and find areas where you can be making improvements within your overall automated sales machine here.
All right my friends, that is all for today’s episode. Thank you so much for listening.
In the next episode, we’re going to continue our theme on webinars when I welcome John Lee Dumas from Entrepreneur On Fire onto the show here. He’s going to share with you how he’s used Facebook ads to drive webinar registrations for his weekly webinars that are generating tens of thousands of dollars every single week.
Until then, keep testing your paid traffic to find out what works for you and your business and then do you more of what’s working. I’ll see you in the next episode.
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