4-Stage Webinar Process to Go From Email Address to Paying Customer

KEY TAKEAWAYS COVERED IN THE PODCASTOnce a year, you should requalify the subscribers on your list. You can do this through offering a lead magnet such as an eBook, checklist, guide, etc. This will help you sift through your email list to find your true audience—those who want to be there.Ask your email list members questions about what they are struggling with and how you can help! The key is learning to understand your audience. You can then address these concerns—using their ownwords—directly in your marketing efforts, including your webinar!Remember to market to your email list everywhere they can find you.You want those who sign up for the webinar to sign up to attend live, instead of just the playback. Try using a bonus if they show up or the opportunity to ask questions. Those who are there for your live webinar are more likely to buy.Ready to take it to the next level? It’s time to use Messenger. Messages have an 80% open rate compared to traditional email at 30%. For example, you can use Messenger to send an ad to all those audience members who have viewed your sales page.THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…Although you are using your email to drive sign-ups, it is important to market to your audience on all your other platforms. Use your social media to let followers know about your upcoming webinar. Write a blog post that includes information about your webinar. You can repurpose your email content quickly into other content to use where the rest of your audience hangs out, including on social media posts and ads.HIGHLIGHTS YOU SIMPLY CAN'T MISSPhase 1: Warm up your email list – 02:24Phase 2: Pre-Webinar Phase – 08:12How to create your email marketing series – 08:54How to use advertising and social media – 10:44Phase 3: Webinar Go Live – 13:25Phase 4: Post Webinar Phase – 14:29How to pull in those who didn’t buy or those who didn’t attend – 15:09Now, take it to the next level with Messenger – 21:46Transcript below Hello, and a really warm welcome to this week's episode of The Social Media Made Simple Podcast, and I'm your host Teresa Heath-Wareing. I'm back in the UK, and back in my office, which means, hopefully, we won't get lots of background noise like we did last week, after my fantastic trip to the States.The trip was a bit of a work trip, and a bit of a pleasure thing, which was nice, and I got to meet up, like I said last week, with some amazing people, both Pat Flynn and Amy Porterfield, who in my industry, are complete rocks stars, so to spend some time with them was fantastic. If you don't know who these people are, then please got and check them out, because they really are phenomenal.This week, I'm going to talk about something that I did a talk on, in October of last year, when I spoke at Converted, which was in Minneapolis. And I've decided that I'm gonna do it for this week's podcast because I'm super passionate about it, and it's a process that I'm actually gonna be using soon myself, so it's really good to refresh myself on the process and what it's like.So, this week, I'm gonna be talk about how you can use a four stage process and webinar, in order to take someone from an email address, right the way through, to a paying customer. Like, I said, it's something that I'm super passionate about, not only have I used it for clients, but I'm also using it for myself. Not quite where I need to be yet, but I promise you, it's coming soon.So, let me explain the four stages of how we take someone from just being someone in our email list, right the way through, to actually purchasing from us.So, the first thing we do, is start by warming up the list. I never ask people how big your list is, I ask them how warm it is. The next thing we do, is we'll look at a pre-webinar phase. Then the third step is the webinar go live. And then step four, is how you make the most of the post-webinar phase. So, let's get started. Phase 1: Warm up your email list The list warm up phase, like I said, when did you last think, how warm is your list? It may sound like a very stupid question, but actually in recent light of the GDPR, I would say, now is probably where people have the warmest list, because the people who wanted to say on, hopefully, are the people who love you, like you, want to buy from you.But what I would do is, the first thing I would look at doing is, re qualifying their emails. So, if you do have a big list, and you're perhaps over in the States, and you didn't do the GDPR, then it's always great, and is standard, probably, once a year, at least, going back through your emails, and re qualifying them, is a great way to keep your data nice and warm. And ensure, that people that are takin up space on your list, are people that want to be there.And the way that you could re qualify them, is by doing something like sending them another lead magnet. Now, in episode two of the podcast, you will find, an episode all about lead magnets, so if you're not sure what a lead magnet is, or your not sure how to come up with one, then please go and check out that episode, and I will link in the show notes.But basically, we will create a lead magnet, something that you're giving away for free, that the customer or prospect would want. So, it could be things like, cheat sheets, checklists, video training, how-to guides, swipe files, tool kits, eBooks, reports; loads of different things. But basically, you're gonna offer them something, in order to check their interest. So you can obviously use lead magnets to build your email list, but in this particular use, we're gonna do it, just to make sure that they're interested.Also, if you offer different types of service, then it's possible that you could ask them whether they want this type of lead magnet or this type of lead magnet, so you can try to understand a bit more about what's important to them.Then, once we re qualify, we're gonna start to ask them questions. We're going to want to try and get to know them. So, in your emails, on your re qualifying emails, and general emails, ask them: what are they struggling with, what do they need help with, how can you help me. And really try to get to know them, get to understand them, and as I've mentioned before, lots of times, I'm sure, then you want to know who it is you're talking to. Because, if you know who you're talking to and what they need, then you know what you're going to be able to offer them, that they will then, hopefully, purchase from you.And, like I said, listen to what they have to say, use their own words, sort of back to them. So, if they say, I'm really struggling, I feel overwhelmed, I feel like this that and the other, then when you're talking to them in your emails, say those words. Say, "If you're anything like me, you might feel overwhelmed."The other thing that you can do in this re qualifying bit or warming up bit is, give them amazing, consistent content. So it could be a blog, it could be a podcast, it could be Facebook live, whatever it is, make sure it's consistent, and make sure that you are doing it every single week, or every months or every other day, whichever level you sort of want to pitch, and make sure that you're putting it out there; and tell them about it. Making sure it adds value and make sure you email them every time you do something.Of course, the other thing you want to do is make sure that you're including it on your social media, because who here, gets a 100% open rate on their emails? No one. So you wanna be using other platforms, don't just rely on the fact that they're gonna open an email. I think, sometimes, our goal in marketing, is to get people on an email list, that once they're on, we forget to market to them anywhere else.So one of the things that I would be doing, to make sure they see the content I'm putting out there, is I would be sharing it on social media, I might be advertising it on social media. And the other thing I might do, is, I might upload my email list direct to Facebook and create a custom audience. Now, you might not know what this is, but basically, you can upload your data, create an audience, and Facebook will look and see, off your list, how they know, and they'll say, we know, 70% of those people, let's say, and you will be able to send adverts direct to people that are currently on your list. And like I said, it's just another way to make sure that they're seeing the content that you're putting out there.Also, one sort of side note to mention here, Facebook do like, really, really big lists. So if you have a smaller email list, this might now work as well for you, just so you're aware.Okay, so you're gonna connect through other platforms, you're gonna look at things like uploading the data, do some advertising, even using things like, Insta stories to say, hey I'm got a new blog post, or hey, if you follow me on Instagram, you'll see that I often do it for the podcast.So, once you've warmed that list up nicely, and this phase needs to take as long as possible, and I know that can be frustrating, because if we're wanting to launch something, we want to do it tomorrow, but for me and my experience, I've found that the longer you can warm up that list, the longer that they know you're credible and you know what you're talking about, the more success you're have when you do ultimately launch. Phase 2: Pre-Webinar Phase So, let's move on to phase two: pre-webinar phase. This is where we give them what they want, bit of a stupid statement, Teresa, but what we're basically doing is, in the first...