Even though I eat, breath, and sleep webinars and customer journeys, I realize that a lot of people aren't familiar with auto-webinars and how they work. I specialize in helping my clients use automated webinars to make more sales of their high ticket coaching and courses, but if you’ve never run a webinar they might sound a wee bit intimidating.
Pinky promise, they’re really not as complicated as they sound! And I’m here to empower you that you CAN tackle this and run an amazing evergreen webinar to tell the world about what you do.
So today, we're going to start with the basics.
Let’s break it down-down-down into the foundational elements of an evergreen webinar.
1. An Evergreen Webinar Is Automated And Ongoing
An auto-webinar by nature is an on-demand video workshop recording that's available almost all the time.
So unlike a one-time live webinar that is hosted at a certain date and time, an evergreen webinar is available whenever someone arrives on the registration page.
Now before you start protesting “Sketchy marketing” tactics, I want to point out that while the webinar itself is available on a rolling basis, the offer it promotes may have a real time-sensitive bonus or discount that expires a certain number of days after the webinar.
If done properly, the time-sensitive offers associated with webinars are REAL time-sensitive offers.
Using software like Deadline Funnel allows you to track the IP address of your viewer to ensure that once their discount or bonuses expire, if they view the webinar again from the same device or return to the sales page they will no longer be able to access the discount or special bonus offer.
To launch an evergreen webinar, you’ll prepare and record the content in advance, and then upload it to a webinar software.
You can go super simple with this by uploading it to Vimeo or YouTube and self-hosting it on your website.
You can also use webinar software like WebinarJam, EverWebinar, EasyWebinar, or Demio. There are many different options. My personal favorite is EasyWebinar, but I'll talk more about the best tools for evergreen webinars in another post.
2. An Evergreen Webinar Is Educational and Typically Includes A Pitch
The second thing that you should know about auto-webinars is that they're always going to be educational - always, always.
They’ll typically also include a pitch for some type or course or high ticket offer at the end. But no matter what, any auto-webinar should be educational; you should be teaching on a specific topic that your audience wants to hear about and solve a pressing problem for them.
In your webinar you’ll teach about the “what” and the “why” and that inherently dovetails nicely into the paid offer, which would be the “how” at the end of the video.
In other words, how they can implement the things that you taught them are the what and the why of achieving the goal that you laid out in your webinar.
This might be an invitation to hop on a call with you to pitch a high ticket coaching program, or it could be a pitch for a course. This really depends on your business model, but you can absolutely sell 4-figure high ticket offers using webinars.
3. An Evergreen Webinar Promotes A Validated, Proven Offer
The third thing you should know about auto-webinars is that they will always advertise a validated, proven offer. Now I have run live webinars for courses that are being pre-sold. In other words, that program hasn't actually been fully created yet, but it's being pre-sold in order to validate the offer.
However, with an evergreen webinar, You’ll advertise a validated, proven offer that’s already up and running.
You’ve already got testimonials proving your results, and there's case studies you can create to promote this product. The reason why it needs to be validated is that when you're promoting something on an evergreen basis, once someone has purchased they're immediately going to get access to what's inside. Whereas with a live webinar, if it's during a launch and it's pre-sold, you might not give them access for a week or more after they actually hit the purchase button.
And your refund requests are gonna go through the roof when you have zero content inside the program you just sold on your evergreen webinar.
4. An Auto-webinar Incorporates Scarcity Or Urgency
Even though they’re not presented live, solid evergreen webinars still have urgency or scarcity built-in.
This is where things like countdown timer tools and having a set period of time for a special offer come into play, whether the special offer is bonuses or a discount. This might be a 24, 48, or 72-hour window. There are lots of choices for deadlines or countdown timers — Deadline Funnel and Thrive Ultimatum to name a few — but building in urgency is crucial to increase sales when the cart doesn’t “close” as it does in a live launch.
The other option is to use scarcity. Let’s use a coaching program as an example: maybe you only take on 2 or 3 VIP level coaching clients per month.
So during the pitch portion of the webinar, you’ll need to let viewers know that you are not reserving spaces and once they are filled up, they're gone. That means that if they’re interested, they should get in touch with you quickly to make sure that they reserve their space.
Bringing It All Together
If you want to bring in more automated sales of your program and create reliable monthly revenue with less work on your part, click this link to book a free 20 minute funnel health checkup call to help you map out that beautiful stream of monthly recurring revenue for your business.