Before diving in, it's crucial to begin with the 5-Step Planning Process so you have a clear picture of the entire Map! Remember! There are just 5 easy steps: Dream it, Map it, Book it, Chunk it & Do it!
Before diving in, it's crucial to begin with the 5-Step Planning Process so you have a clear picture of the entire Map! Remember! There are just 5 easy steps: Dream it, Map it, Book it, Chunk it & Do it!
The "Chunked" Projects For Your Webinar Launch (PDF Version / Excel Sheet Version):
I've included an additional follow-along .PDF to help you with swipe files, exercises, and action items as you proceed through the Webinar Launch Process: The Webinar Workbook .PDF
The ADMIN Project is all about COMMUNICATION! The larger your team gets, the more they'll all need a place to go to reference the product, bonuses, links, and tags needed. We use this "section" to create a HUB for everyone on our Team to go when they have a question about the launch.
It's important that your entire team (including YOU!) is clear on your Offer before you begin your launch! The process and exercises that help you CRAFT the Perfect Offer are located here:
Here's an example template of what to share with your team:
Product Name:
Product Promise:
Price:
Product Outline:
Bonuses:
This is where you would create a place of reference for ALL Links used within your Promotion. Below is an example of the Links you might need for this launch:
This is the step-by-step process for creating your "Webinar Registration Machine!" By the end of this process, you should have the following pieces in place:
In 2.1, we'll walk you through the process of setting up your Webinar Event inside Zoom and GoToWebinar. Make sure you KNOW the date of your webinar, and it's set for at LEAST 10 days out from today!
1. The Webinar Title
2. Add a Description
3. Add Start Date
4. Add Start Time
5. Webinar Time Zone (Pacific)
6: Language: English
From the "Manage Webinar" Page, simply scroll down to the EMAILS Section and select the "EDIT" button next to "Confirmation Email to Registrants."
Add the EXACT subject line and "custom text" as seen in the image below
Use the image below to replicate our exact reminder schedule.
Please refer to the image below...
Edit the Subject and email body copy
============================================
EMAIL BODY COPY:
Hey there, I just wanted to take a quick moment and THANK YOU for joining us on our LIVE Training Class! I hope you learned something new that you can take action with!
Cheers,
James Wedmore
============================================
That is the final step of the GoToWebinar Webinar Event Creation Process.
If you need to grab the "Registration URL" you can grab it from the Event Page as listed in the image below.
Zoom
1. The Webinar Topic. This will be your Webinar Title.
2. Add a Description
3. Add Start Date and Time
4. Add the duration you think the webinar will be.
5. Webinar Time Zone (Pacific)
6: Require Registration
* 7: Optional - create a passcode to access the webinar
From the "Manage Webinar" Page, simply scroll down to the EMAILS Section and select the "EDIT" button next to "Email Contact."
If your zoom account is linked to a personal email, the contact email will default to your account email address. If you are like me, you do not want your webinar registrants emailing your personal email if they have a question. You will want to ensure to edit this email address to your business or support email.
From the "Manage Webinar" Page, simply scroll down to the EMAILS Section and select the "EDIT" button next to "Confirmation Email to Registrants."
Add the EXACT subject line and "custom text" as seen in the image below
Use the image below to replicate our exact reminder schedule.
Please refer to the image below...
Set the followup email to send out 1 day after the scheduled webinar.
Edit the Subject and email body copy
============================================
EMAIL BODY COPY:
I just wanted to take a quick moment and THANK YOU for joining us on our LIVE Training Class! I hope you learned something new that you can take action with!
Cheers,
James Wedmore
============================================
That is the final step of the Zoom Webinar Event Creation Process.
If you need to grab the "Registration URL" you can grab it from the Event Page as listed in the image below.
In 2.2, you're actually going to CREATE your Webinar Registration Page using Instapage. We have included some basic steps here, but please refer to Instapage' for any updates and changes to their software.
This process can be done on any page building software of your choice, like Kajabi, for example.
Example of Completed Webinar Registration Page:
Your Registration Page will need the following ingredients:
Instapage
Follow the 4 Steps in the graphic below to sort by the BEST Templates for Webinar Registration Pages inside LeadPages.
Select an appropriate template... I've pointed out a few I like.
Do your best to customize and edit the copy:
1. Make sure any date/time info is 100% accurate.
2. Add any relevant images if needed.
3. Include a Countdown Timer.
...and anything else that you think needs editing/adjusting
Note: Don't try to change the formatting/colors, etc.
Make sure your Privacy Policy has been added as a Clickable Link in the Footer.
Every page will have a big Call To Action button. Hover your mouse over the button to display the small gear wheel in the upper right hand corner.
Click the gear wheel to display a dropdown menu and select the "Link Options" button.
From the Lightbox...
1. Make sure "Show Opt-In Form" is selected
2. Click on the link: "Click Here to edit the opt in form"
1. Select Infusionsoft from the first dropdown menu.
2. Select the name of the WEB FORM you created inside Infusionsoft's Campaign Builder
Note: If you can't find the Webform, click the "reload" button first!
3. Click the GREEN "Customize This Form" button.
Follow the steps to select the image for the Lead Box.
Make sure to SAVE your changes!
Use the EXACT copy used in the image below and SAVE.
Use the EXACT copy as given in the image below.
Click the "SAVE" button to save changes...
Note: The Page Name should labeled something clear and simple...
Example: YouTube Webinar May 15th
In 2.3, we'll create your Webinar Confirmation Page. This is the page your Registrants will be directed to AFTER they submit their contact details!
Example of Webinar Registration Confirmation Page:
Business By Design Webinar Registration Confirmation Page
That page will need the following:
Follow the steps below to DUPLICATE the existing template.
Note: Do not edit or change the original template. You must DUPLICATE the page and edit the new page you create.
Use the image below to make changes to everything highlighted in yellow.
Click the green SAVE button to save the page.
You'll need to create a page name and URL...
The best practice is to use the name:
"Confirmed-Date-Topic"
For example:
"Confirmed-May18-YouTube"
In this Step, you'll need to return to your Infusionsoft Campaign (inside Campaign Builder) in order to add the Thank You Page.
Make sure to hit the blue "PUBLISH" button to Publish the Campaign and update it!
In 2.4, you'll need to INTEGRATE your Registration Page with your Email Marketing Software. Unfortunately, because there are several different services, you'll have to create your own process here. We've included our own personal process for using Infusionsoft in the steps below.
Here are the "Essentials" You'll need to make sure this step is completed properly:
Open up Campaign Builder.
1. Select the Infusionsoft Logo in the upper left corner
2. Visit the "Marketing" Column
3. Select "Campaign Builder"
Select and Open Campaign ID: #2254 (TEMPLATE CAMPAIGN #01: Webinar Registration)
Inside the Campaign Builder, select the "CAMPAIGN" dropdown and click on "Make a Copy"
The name of your campaign should reflect the name of the product/promotion or webinar being hosted.
For example: VideoROI Live Webinar (May, 2015)
...and click the green SAVE button.
Watch this video for the specific step by step instructions...
In 2.5, you'll create your Reminder Email Sequence and cue it up in your Email Marketing Software. The goal here is to increase your Webinar Attendance Rate so that you get as many Registrants to attend as possible!
The best way to do this is a) to remind them of the VALUE they'll be receiving, and b) don't let them forget about the webinar!
Access our Webinar Slidedeck Templates: Webinar Slidedeck Templates!
2.6 is an OPTIONAL (and advanced!) step for those using Infusionsoft and who would like to SEGMENT their Registrants into two categories (Attended and Didn't Attend). This process walks you through how to integrate PlusThis (software) with Infusionsoft.
From the dropdown, find the GoToWebinar Event you created in Step #1 of the Webinar Process.
You can ignore the "Webinar Reminders" section.
You must create and select a NEW Infusionsoft Tag for Webinar Attendees.
Use the following tag format:
WebinarNameDate ATTENDED
Example:
YouTubeWebinarJune15 ATTENDED
You must create and select a NEW Infusionsoft Tag for Webinar NON-Attendees.
Use the following tag format:
WebinarNameDate DID NOT ATTEND
Example:
YouTubeWebinarJune15 DID NOT ATTEND
Clearly name your PlusThis Feature and save it by clicking the green ADD FEATURE button
On the next page, PlusThis should give you a special URL. Copy this URL.
Follow the simple video to see how to add the link to Infusionsoft and the Campaign.
Make sure that the EXACT TAGS you created inside PlusThis (Steps 6 & 7) are now added to the Campaign CANVAS. Refer to the image below for WHERE to add the TAGS, and make sure to PUBLISH the CAMPAIGN after adding the tags.
Proceed to the FINAL Phase, which is to TEST that the entire Webinar Funnel works.
In 2.7, you'll simple double (or triple!) check your entire Webinar Registration Process to make sure EVERYTHING is working correctly!
Visit the Webinar REGISTRATION PAGE URL and submit a TEST email. Use the following steps to confirm that EVERYTHING IS WORKING CORRECTLY.
Login to GoToWebinar and double check that your TEST EMAIL has been added as a REGISTRANT for the GotoWebinar Event.
Log in to Infusionsoft and SEARCH for the Test Email. Make sure the correct "REGISTERED" Tag has been applied.
Open up the Campaign from Campaign Builder and double check that this new contact/test email has been added to the correct campaign.
Woohoo!!!
In Step #3 of the Webinar Launch Process Map, you'll map out your email marketing (and other social) promotional efforts to in order to hit your Registrant # Goals!
In 3.1, you'll need to map out your Email Promotional Plan.
WHO: Who will you be sending these emails to?
WHAT: What Content/Emails will you send?
WHEN: When will you send these emails?
Email Promotional Calendar:
Below is an example Promo Calendar to maximize Registrants for your next Webinar.
Email #1: Send at least one week prior to Webinar to tease webinar "topic" and engage interest
Email #2: Send the week of Webinar Inviting your audience to register
Email #3: Send a Follow-Up Email (or two) to those who didn't open Email #2
Email #4: Send Final Reminder(s)
Click the link below to view our entire launch email promotion schedule:
Check out our "Perfect Email Process" for a COMPLETE Process for Creating and BUILDING The "Perfect Email Campaign" for your a webinar, opt-in, or other list-building endeavors HERE!
Schedule your Emails to send to your audience.
The following is a high-level STRATEGY view of how we tend to execute on Facebook Ads during our promotion. The goal here is simple: to attract visitors from Facebook and invite them to REGISTER for the Webinar.
Business By Design is NOT a Facebook Advertising Course, so if you would like to learn more about how to get started with FB Ads, I highly suggest: Ads By Design.
When it comes to Facebook Advertising, you can make your strategy EXTREMELY dynamic and detailed, but it's best to begin with a simple and straightforward approach.
Which is:
Send Facebook Ads DIRECTLY to Your Webinar Registration Page
A few things to keep in mind when it comes to your strategy...
To learn more about implementing effective and converting FB Ads, check out the FB Ads training with Team Wedmore's FB Ads manager, Liz Melville HERE.
In 4.2, you'll write your Facebook Ad Copy. Below, I have given you both a simple outline to follow AND a screenshot of a successful ad I've used in the past.
In 4.3, you'll create your Facebook Ad Image (or video)! You can outsource this to a Graphic Designer (Upwork.com or 99Designs.com) or do it yourself with software such as Canva! Below are both essential ingredients AND an example of images to model.
Step 4.4 is absolutely crucial. You MUST set up a Facebook Pixel AND install it correctly on your Webinar Confirmation Page. Creating your Custom Conversion Pixel is easy.
Setting Up Your Facebook Pixel:
Follow the here steps provided by Facebook to set up your Facebook Pixel
In 4.5, you'll navigate Facebook's POWER EDITOR to set up your ads. If you're not familiar with P.E. or FB Ads, you'll need a course or guide to help you through these steps. Below is a high-level checklist of WHAT to focus on for this Campaign.
After "Publishing" your first Ad, you can go back into Power Editor to create NEW AdSets for new targeting groups. Want to target 20 different "interests?" Create 20 AdSets!
I've included "Instagram Ads" as a separate step so you can rinse and repeat the same strategies (4.1 - 4.5) using Instagram Images and Creatives. Don't ignore Instagram Ads! When done correctly, they can be extremely powerful!
4.7 is where you can deploy your Retargeting Strategy. Although this is beyond the scope of this training, I couldn't possibly let you ignore the power of retargeting. So here are a few Retargeting Strategies you can deploy during your next Webinar Launch!
In this Campaign, you can target all visitors who SAW your Webinar Registration Page but did not "Register." You can then target them with a NEW ad that uses a different angle or copy to get them to register.
In this Campaign, you can target all visitors who landed on the Webinar Confirmation Page and send them an ad that reminds them of the date, time, and location of your Webinar so you can increase your Attendance Rates!
In this Campaign, you can send an ad to all visitors who landed on the Webinar Confirmation Page AFTER the Webinar ends to notify them about the product you're selling and how much time is left before the doors close.
In this step, you'll actually CREATE Your Webinar Presentation! It's designed to do two things:
#1. Deliver AMAZING Value to Your Attendees
#2. Create HIGH DEMAND for your Offer
I highly recommend using my patented "Pitch-Anything" Process and Webinar Creation Process inside our Resources Section!
In 5.1 You'll want to start by crafting the RIGHT OUTLINE for your Webinar! This matters. So I highly recommend you follow my "Pitch-Anything" Process and "Webinar Slide Deck Template" to execute on this step correctly.
In 5.2, you'll DESIGN your slides using the correct formatting, images, visuals, and design features. Don't overthink this or spend too much time here. In fact, you can purchase a ready-made Slidedeck Template on GraphicRiver for less than $20.
Or you can hire someone at Upwork to design the slides for you.
In Step 5.3, you'll create your FREE "Stay-To-The-End" BONUS for Webinar Attendees. This is a simple .PDF, ebook, or resource that will incentivize your attendees to stay to the end of your webinar!
In 5.4, you'll create your F.A.B! Or... your Fast-Acting Bonus. This is the Bonus you give to everyone who purchases while ON the webinar. This gives your attendees a reason to buy NOW, rather than later!
In 5.5, you'll make sure you have a Link in your webinar that will direct your Attendees to purchase your product. The good news is, with a GREAT Webinar, you don't need a Sales Page. You can direct your Attendees straight to a Checkout Page. We recommend Kajabi as a GREAT Checkout Page software solution.
But if you would like to create a Sales Page, check out our Sales Page Creation Process.
The Follow-Up Sequence is everything that happens AFTER your Webinar ends UNTIL the deadline. I typically like to keep my my Follow-Up Sequence from 5 to 7 days in length, and focus on having ONE INTENTION (or "theme") for each day.
You can check out my Ultimate Follow-Up Sequence for more guidance on mapping out your Follow-Up Strategy
It's important to have a CLEAR vision of your Follow-Up Strategy BEFORE your Webinar ends so you're not scrambling around at the last minute.
For starters, you must realize that with a Webinar, you actually have THREE unique segments once that Webinar ends:
Note: We use PlusThis to identify these segments, but GotoWebinar can also give you this data manually inside their reporting feature.
I message these three segments differently.
With Segment #1, you must realize that they have NOT seen the webinar (no value) and they haven't been presented with the Offer. With that in mind, the only thing I do here is RE-INVITE them to an ENCORE Presentation, Evergreen Webinar, or the Replay. I do not send them any emails about the product or the fact it's coming down soon.
These are your customers. They don't need to see ANY Follow-Up. They should immediately be added to a Customer Onboarding Sequence.
This is your most important segment during the Follow-Up. They have SEEN the Webinar (value!), and they have seen the Offer, but they haven't made their decision yet. Your goal is to help them make the right decision as easily as possible.
Please use my Follow-Up Process to create YOUR Follow-Up Process.
In 6.2, you have the optional step of creating a Webinar Replay Page for those who were not able to attend your Webinar. Frankly, I don't recommend this. Most people don't watch replays, and worse, it trains your audience to not show up live (no bueno).
Either way, I've included a simple process for creating your Replay Page using Instapage or Kajabi page.
Include a Heading, short Description, Countdown Timer (optional), embedded Video Replay (all above the fold), and a Call To Action button.
Your Call To Action button should link directly to your Sales Page.
Include product details such as a Guarantee and Checkout Options.
In 6.3, you'll write, edit, proof, and finalize your emails for your Follow-Up Campaign. Please use the Ultimate Follow-Up Process as a guide.
As a good practice, I personally prefer to write all my emails in Google Drive first so I can organize and find and re-purpose these emails again at a later date.
In 6.4, you'll want to schedule and send your Follow-Up Emails on the corresponding dates and times! We use ActiveCampaign to create an automated email sequence and create date/time delays for each email. If you use a different email service, you'll need to refer to their training for the best steps on how to send/schedule emails.
In Step #7, you'll create your Sales Page. However, for a Webinar Launch, you can actually skip this step completely! IF this is your FIRST Webinar Launch, I highly recommend NOT having a Sales Page, and simply sending your Attendees to your Checkout Page. (The Webinar Pitch IS the Sales Page).
However, if you would like to create a Sales Page, please follow our Sales Page Process.
To create your Sales Page, please follow our Sales Page Creation Process.
1. Select "SALES" on the left side of the page.
3. Select "OFFERS" on the left side of the page.
2. Click "+ NEW OFFER" on the upper left side.
1. Using Title/Description/Price, fill out the form.
**Note: The title of the product should be the Product Name (spelled out) + Price Point (in parenthesis).
Example: Business By Design (Full-Pay)
Example: Business By Design (Payment Plan)
2. Click the "CREATE PRODUCT" button at the bottom when completed.
1. After creating your offer, you will be able to further customize the details of the sale and the look of the checkout page.
2. Add in any description of your product.
3. Add in all the products you want to have granted to your buyer at the time of purchase.
4. Lastly, upload the appropriate Logo.
At the top of the offer page, click on "Edit Checkout"
1. Edit the "Offer Details".
A. Select "New Checkout Design".
B. Click on "Offer Details" on the left-hand side.
C. Ensure the title you have given your offer is the title you want to be displayed on your checkout page.
D. Scrolling down on the "offer details" section, upload an image or logo that you want to be displayed on your checkout page.
F. At the bottom of the "Offer Details" section you will see a text box where you will need to include some things for the checkout copy.
1. A description of what the customer is getting.
2. The promise or transformation of the product.
3. The Guarantee "30-Day 100% Satisfaction Guarantee" (or guarantee you perfer)
For the Guarantee Text: "If within 30 days you haven't seen any results, but you've completed the course, we will happily return the investment that you've made in yourself." (unless prefer otherwise)
2. Select the "Extra Contact Information" to select additional fields to be collected in the checkout process.
Select which fields we need for the purchase: Phone Number and Billing Address.
Note: For higher-priced products, we also require the shipping address.
1. Label Testimonials Title: "Success Stories" or "What Our Members Are Saying"
2. Upload Photos using the UPLOAD PHOTO button and add corresponding testimonials using + ADD TESTIMONIAL button at bottom of the box on the left-hand side.
**Note: Add AT LEAST two Testimonials.
1. Double check that your Product Name and Description are formatted the way you want.
2. Adjust the URL if instructed to do so.
3. Upload the Product Image Logo if you haven't already.
4. If you'd like to include an Order Bump, select that here and include all given details.
**Note: As opposed to an Upsell, an Order Bump is something added to the purchase before checkout.
5. Lastly, make sure Credit Card Payments and PayPal Payments are switched to say "Yes." Scroll down.
To integrate Active Campaign and Kajabi, you can do so by following this tutorial provided by Kajabi.
Create the tags you want to be applied at purchase inside of Active Campaign.
After connecting your Active Campaign account to Kajabi and creating the tags you want to use, go back to the details page for the offer you created.
At the bottom right side of the offer details, you'll create the "After Purchase" details
1. Scroll back up to the top and first make sure the blue button is set to LIVE and not SANDBOX.
2. Hit the SAVE CHANGES button to the right.
3. To preview everything you've done, click the "eye" button to the right of SAVE CHANGES.
While editing your offer in Kajabi, you will see an option for a custom Thank You Page URL on the bottom right side.
You also have the option to select a Confirmation Page Theme from Kajabi that Customers will see after purchasing.
See image below:
Although optional, adding a "One-Click-Upsell" or Downsell to your Checkout Process can be extremely valuable and can easily increase the Average Customer Value during your launch or promotion.
Please Follow the Complete Upsell Creation Process in order to add an Upsell to your Webinar Launch.
This is the step in which you will execute on creating your One-Click Upsell and putting into place in your Checkout Process. Please refer to The Upsell Creation Process to complete this step.
In Step #10, you'll want to make sure that you do everything necessary to have your course or product ready for when your Cart Opens! And you can follow my Course In A Weekend Process to create your course quickly and easily!
In Step 10.1, you'll either create your Course, Product, or (at least!) the Outline for your Offer. All the details on how to create your Online Course are located in the Program Design Modules.
This is where you map out what should happen once your new Members purchase your Offer.
Here are some examples of what you can include in your Onboarding:
Here is an example of the Member Onboarding Email we use for Business By Design:
You can find the FULL, New Member Onboarding Process HERE.
We use Active Campaign to send our Onboarding Email immediately upon purchase. Here is a glimpse inside of our Active Campaign Onboarding Sequence:
With Step #12, I created a space for you to include any tasks or activities that involve your Customer Support Team. Support is the FIRST position I recommend hiring for. You don't need to be doing that yourself. So, you'll need a good process for your Support Team and clear communication. We use Intercom for all our Support Software needs.
In Step 12.1, I have a quick meeting with my Support Team to debrief them on all the details of the launch (or promotion) so they are clear and prepared for any and all questions that may come in.
"Live Chat" is a functionality that will allow you to interact with your audience 1-to-1 on your website via a "Live Chat" software. We use and recommend Intercom.
In Step 12.2, you'll set up the "Live Chat" Software on your Sales Page and Checkout Page and plan out who and when will be monitoring the live chat.
In Step #13, you'll run your Debrief to collect your data, answer the appropriate questions, and share the information with your team so you can get clear on your next steps.
Please follow the Scale By Design Module.
In 13.1, you'll follow the Launch Debrief Process to complete your Launch Assessment.
I'm a big fan of sharing my launch results, Debrief, and conclusions with my Team in a short, yet formal, meeting.
