If you aren’t running webinars, you should be.
They’re a great way to build an engaged audience… and of course close sales.
Whether you’re selling information courses, software, supplements or coaching, running webinars can be a great way to add 5, sometimes 6 figures of revenue to your bottom line each month (depending on your offer and price point).
This article isn’t supposed to convince you of the power of webinars, though.
We’re here to simply show you how you can improve your webinar attendance using a Messenger bot.
More people attending live = more potential sales (not quite E = mc2, but it works).
The Traditional Webinar Funnel
The way a traditional webinar funnel works is you drive a prospect to a webinar sign up page, they sign up with their email address and they are redirected to a thank you page. If you’re running an automated webinar, this would be the waiting room. Here’s a simplified diagram I found on Google (don’t judge me please).
The prospect’s email address is how you are going to follow up with them, letting them know when you’re going live and also following up after the webinar to push the replay and close more sales.
The problem is that only about 22% (or less) people open your emails (according to MailChimp).
So if you have 1,000 people sign up for your webinar, potentially only 220 will open your email (let alone click-through and attend).
As you’ll probably already know, Messenger bots have MUCH higher open rate and click-through rate. In fact, 80-90% open rates is what most people experience and up to 5x the CTR (click-through rate) of email.
So considering the same 1,000 people who register, you’ll have 800 (conservative estimation) people opening your message vs 220.
That’s a difference of 580 people.
Well, when you’re paying per lead, that definitely adds up. Not to mention when you’re doing your close on the webinar, it helps having a few extra hundred people live 😉
Now, what’s REALLY cool is today I’m going to show you how you can generate an email lead AND a Messenger subscriber at the exact same time through your Messenger bot (and register the prospect for your webinar at the same time).
So you’re not exclusively going with one type of lead, you’ll be taking advantage of BOTH.
Send an email when you’re going live, AND send a Messenger broadcast as a reminder.
So let’s summarize before jumping into the “how-to” of it all.
We’ll run with the 1000 registrations example for the side by side comparison (boasting my expert table-making skills)
400 extra live attendees, we’ll take it. Also, notice the cross over between the open rates. We actually surpass the number of registrants because we’re reaching them through two different mediums.
Live Webinar Messenger Sequence
The funnel we’ll use isn’t too different, it just requires a little extra effort because we’ll be setting up a Messenger bot as well as an email automation sequence.
The auto-responder you use or the webinar platform you use doesn’t make much of a difference, as long as it has a Zapier integration.
So, let’s go ahead and get started.
Step 1 – Set Up Your Landing Page
No different to a traditional landing page, EXCEPT instead of making them opt-in with an email address, we’ll be using a “Send to Messenger” button.
That button will act as your opt-in form. Here’s an example below:
Step 2 – Setting Up Your Messenger Bot
For this step, we’ll be using our own Messenger bot platform called MSGHero.
We simply go to our button widget module, and click on “+ New Button”.
This will be our entry point to our bot (“Send to Messenger” button).
We select “Send to Messenger” as our button type, and you can customize the visual appearance and size of the button.
Next, we’ll be prompted to set up our first message that will be sent to someone who clicks our “Send to Messenger” button (registers from our landing page).
As you’ll see below, my first message to be sent to them is requesting their email address. You can phrase this anyway you want, but the goal here is for them to submit their email address.
We do this by adding what we call a “User Input” from the message menu.
We fill in the “User Input” settings.
What’s really cool here, is we are able to trigger a secondary action when they submit their email. So when they submit their email, we can ALSO trigger them into a follow-up sequence for the webinar!
This is where the magic kicks in.
Facebook will automatically suggest their best email address associated with their Facebook account inside the bot. So all the user has to do is click (desktop) or tap (mobile) their email address and it will be submitted for them!
Here’s an example of how it looks inside of Messenger when someone clicks the “Send to Messenger” button from your registration/landing page.
When they click (desktop) or tap (mobile) their email address (which as I mentioned is automatically suggested by Facebook), it submits it as a reply on their behalf.
Here’s how that looks:
And of course, you can send a follow-up response thanking them once they’ve submitted their email.
Step 3 – The Webinar Bridge
Now we’ll be using the Zapier integration to “zap” the email they submitted to the webinar platform.
So up until this point, they are a Messenger subscriber.
When they submit their email, we can use Zapier to “zap” them to our auto-responder/CRM and to register for our webinar inside the webinar platform.
So by them submitting their email inside our Messenger bot we now have the following:
- Messenger Subscriber
- Email Subscriber
- Webinar Registrant
Now we can follow up with the prospect via Messenger AND via email (not only to let them know when we’re live, but for following up AFTER the webinar too).
Here’s how to set up the Zapier integration.
Log into your Zapier account (they have a free plan when you’re getting started).
Click the “Make a Zap!” button at the top of the page.
Search for “MSGHero” and click on it.
Next, select “New or Updated Custom Fields” as your option and click on “Save + Continue”.
Authenticate your MSGHero account (simply a pop-up that asks you to login with your MSGHero account details).
Click on “Save + Continue”.
Select “Email” as your custom field and click on “Continue”.
It will pull in a sample Messenger subscriber from your MSGHero account.
Click on “Continue”.
We’ve now finished setting up our Trigger!
Next, we’ll set up our “Action” to our “Trigger”. In this case, it’s our webinar platform.
Both have integrations with Zapier.
If you’re using Demio, select their app from the drop-down and you’ll see they allow you to create a registration for a webinar.
If you’re using GoToWebinar, you can select the same setting.
On the next step, you can select an upcoming webinar to register them for!
Follow through the steps and remember to switch your “Zap” on in the final step.
If you’d also like to add the prospect to your auto-responder/CRM platform, simply click on “Add a Step” and create another “Action” for your auto-responder.
This means that your ‘trigger” (the prospect submitting their email inside your Messenger bot) triggers the two actions (syncing the lead to your auto-responder/CRM platform and registering them for your webinar).
You now have a fully-functioning Messenger bot sequence for your webinar, actively collecting two types of leads AND automatically registering the prospect for your webinar.
Automated Webinar Trick
Now that we’ve got the coolest setup ever out the way 😉
It’s time to get into some ninja-ish strategy!
Not everyone runs live webinars, we get it. In fact, I’m willing to bet most of you reading this right now prefer automated webinars.
So, let’s see how we can tweak this bad boy to work with automated webinars.
This will obviously vary per platform. But a lot of webinar platforms that offer automated webinars as a feature actually give you a “backdoor link” option.
This link, when clicked by your registrant, will bypass the “waiting room” and take them directly to the “broadcast room”.
This is PERFECT for a webinar + Messenger sequence, because you can literally copy the backdoor link and insert it into your “thank you” message once they have submitted their email (as a button).
Here’s an example:
When they person clicks the “Go to Webinar” button (you can customize this inside of MSGHero), you can set it up so that they’re taken directly to the “broadcast room” of your automated webinar.
So there is no waiting period at all. This increases attendance too, because there is no waiting around. They’re instantly going to view what they signed up for.
What Kind of Results Can You Expect?
Well, if you already have a webinar running then it’s hard to see how this WON’T add revenue to your webinar funnel.
You’re diversifying how you’re building your audience (email + Messenger) without any friction and you’ve got 2 ways of following up with your webinar registrants.
As you can see below, in one of our webinars we had 400 sign ups, and an 86% open rate for the “LIVE” message we sent to them.
You just can’t get that with email, but that’s besides the point.
Here at MSGHero we don’t preach Messenger marketing over email marketing, we instead recommend combining them for the ultimate form of diversification (and results).
Following Up with Registrants
So, now that we’ve covered how to opt-in prospects and how to “zap” them over to your webinar. Let’s cover following up.
This is another huge benefit of generating two types of leads from your webinar registration page.
You now have two different ways of following up with registrants.
Here’s what we recommend if you already have an email follow up sequence (due to the 24 hour Messenger promotional rule).
The 24 hour promotional rule for Messenger basically means that we cannot send promotional messages to Messenger subscribers if they haven’t interacted with our Facebook page inside Messenger in the past 24 hours.
This window carries forward. If they send you a message out of the blue, they’re triggered back into the “24 hour window”.
Anyways, this is important because it changes how the sequence will operate.
With your email sequence, you can focus on the sale.
However, with your Messenger sequence (MSGHero allows you to set up a drip-delay sequence called a “Time Series”), you should focus on engagement and feedback when you follow up.
Ask them questions, provide extra content, survey them to segment them, etc etc.
The key here is to use the Messenger follow up sequence as a nurturing tool, instead of a sales tool.
Don’t forget to pixel the actions the visitor takes during your Messenger sequence. If you send them to a page, such as an extra training video, then pixel that traffic and you can retarget them with ads.
And finally, focus on the sale with your email follow up sequence.
This is powerful, because we’re not spamming them with the same messages on both platforms. Instead, we’re create an engaging experience on Messenger, and following up with the sale via email (and we can retarget them throughout with ads).
This all works together as the perfect storm of engagement and sales.
TLDR; Messenger Bot + Webinar Sequence
Step 1: Set up a registration page with a “Send to Messenger” button
Step 2: Set up your Messenger bot with MSGHero
Step 3: Collect your registrants email inside your Messenger bot
Step 4: Create the bridge between your bot and your webinar platform using Zapier
Step 5: Your are now generating Messenger and email subscribers and webinar registrants in one frictionless step inside your bot
Step 6: Create your follow up sequences for Messenger AND for Email
Step 7: Benefit from ego-boosting engagement and of course the ultimate goal – more sales.
What’s the Best Messenger Marketing Platform For Your Business?
By now, you’re probably excited to add a Messenger bot to your webinar strategy. The next logical step would be to find a Messenger Marketing platform that suits your needs and does everything mentioned in the article seamlessly.
We just so happen to be the owners of one of the most popular messenger platforms in the world, MSGHero.
But before you sign up, you might be wondering why you should try us over the competition…
There’s many reasons, but here’s a few:
1) MSGHero allows you to TRACK sales, leads, ROI, LTV of messenger subscribers and so much more. Our competitors do not. Wanna track the performance of your messenger campaigns? Then you need to use us 🙂
2) We’re the EASIEST platform out there. Our competitors have bulky, confusing, over-complicated and outdated features and flows.
3) We have the best customer support in the industry, with one-on-one specialized assistance. Our average support response takes 8 minutes. We’ve heard nightmares from people using other platforms, that take up to two weeks to respond!
4) We’re actually CHEAPER than the competition. Other platforms make you THINK they’re cheaper by offering a “free” tier of service. But when you actually start generating subscribers (which is the goal), we are less than half the price of the competition!
5) We display zero branding in the messages you send (unlike our competitors). The only branding we want your customers to see is YOURS.
6) We’re not just another software company. We’re not some faceless “Silicon Valley” company, out to make a buck. We are MARKETERS who created this platform for other MARKETERS just like us.
In summary…we’re awesome, and our customers agree.
The next step is easy…
Setting up your first campaign is easy. It requires no coding or heavy-duty tech skills…and remember, with MSGHero, you’ll be able to do everything outlined in this article (and follow along step by step).
And if for some reason you don’t like it…just cancel. No hard feelings 🙂