Increase Conversions With These Bottom of Funnel Hacks
Funnels, funnels, funnels.
If you’re an avid reader of the blog, chances are you have learned a ton about funnels recently. And I keep talking about them because they are incredibly important for every entrepreneur.
Why are they so important?
Because developing your sales funnel is how you grow your business and make the biggest impact possible with your offer. Without a high converting funnel, it’s nearly impossible to scale.
The final part of the funnel is known as the bottom, aka where the sales happen. You can master the top and middle funnel, but without the bottom funnel actually converting, none of this works. Before diving into all the details that will help you increase conversions, let’s first review the top and middle funnel.
If you’re new to internet marketing or haven’t checked out our other posts, here is a quick summary. Every business needs a funnel to welcome new people into your brand and take them on a customer journey.
At the beginning of the journey is the top of funnel (TOFU), aka the awareness stage. This is often the first time someone stumbles on your free or paid content (like a YouTube video, Facebook ad, etc.). They don’t know who you are but are interested in your content.
At this point, they usually don’t know you from a stranger, so it’s your job to give a great first impression (and not come off as a sleazy internet marketer). Click here to learn more about the top of funnel (TOFU).
Then, as someone gets to know you and your brand better, they move from the top of the funnel to the middle portion. The middle funnel (MOFU) is also known as the consideration stage. This is where they are considering all the options out there to help them solve their problems. Click here to learn more about the middle of the funnel (MOFU).
The final part of the funnel is the bottom portion, known as the conversion stage. This is where the magic happens and all your hard work pays off.
In this post, I’ll break down how to use webinars at the bottom of your funnel to increase revenue and impact.
Bottom of the Funnel (101)
So why is the bottom portion of your funnel so important?
One word: sales.
This is where your prospect goes into the decision stage. At this point, the customer is at a crossroads and your goal is to help them make a decision.
It’s important to understand the mindset of the potential customer at this point. They likely want to invest in a solution to their problem (or they wouldn’t have gone through your first two stages of the funnel) but something is holding them back.
Maybe it’s a broad objection like to little time, being short on money, or feeling like they aren’t good enough. Or, it could be a product specific objection like they don’t like your price, or all you have to deliver.. It’s up to you to give them the answers, help them instill belief in themselves, and convince them that your offer can provide them with real world results.
The best channel to pull traffic into a webinar for the bottom of the funnel is a warm audience. These strategies are not meant for cold traffic, as you don’t want the first interaction with customers to be a hard sell.
Here are three examples and actionable ideas for how to use webinars in the bottom of a sales funnel.
1. Product Showcase Webinar
The first type of webinar to use is all about showing off your product. The old saying “Show, don’t tell” applies to this part of the funnel. You can do this two ways: a free trial offer or a product demonstration.
First up is a free trial offer. For example, let’s say you’re selling a membership site that is $49.99 per month. With a product showcase webinar, you could offer them a free 7-day trial to see what it’s like behind the scenes.
Then, you could run them through a set of automated webinars to give them an amazing first impression of your product. Hopefully, they’re so impressed with the onboarding and coaching they decide to keep going past their trial!
The other way to show off your product is with a product demonstration. If you’re selling digital products, this might be a little bit more complicated but it’s great for physical products.
For example, if you have an e-commerce product, you could have a brand ambassador sharing the product with a live audience. Or, you could have interviews with past customers who have benefited from the physical product as well.
2. AMA or Case Study Webinars
The second strategy for the bottom of your funnel is a webinar that is geared solely on your audience members making a decision. You can do this in two specific ways:
- AMA (ask me anything) webinars.
- Case study/testimonial webinars with past clients.
Ask Me Anything Webinar (AMA)
The first strategy is an AMA webinar.
This is unlike a traditional webinar and doesn’t have any slide deck or formal structure. This is simply you showing up live and allowing your audience to ask any questions about the program after a traditional sales webinar. For example, you could do a few webinars then a day or two before you launch closes, offer an AMA webinar.
For some people, this type of webinar is terrifying, while others might love that you are speaking off the cuff. Personally, I used this strategy when I first started running webinars and loved it.
I would do these types of webinars for hours (literally, some of them lasted for four hours) but I loved it. Not only do these help you sell more of your offer but also provide you with valuable information about your audience. These types of webinars helped me gain more clarity about my offer, learn about my audience, handle objections, and help to get people off the fence and joining.
Case Study Webinar
The second strategy is a case study webinar.
This type of webinar requires a little more work but if you can pull it off, it’s worth it.
A case study webinar allows you to show off your top students or customers who have already used your product or offer and had massive results. The goal is to get your audience to see themselves as that case study if they invest in your product.
Like an AMA webinar, this method is very informal but helpful for your audience. You can interview them, have an open roundtable conversation, have your audience submit questions (like an AMA), or a hybrid model that combines any of these.
Of course, this requires a little more work and involvement, as you’ll need to have your past students on the webinar. But it’s worth it for the social proof. Remember, people are on the fence and sometimes hearing from past students is all they need to finally pull the trigger.
3. Sales Webinars
Finally, you could also run a conventional sales webinar. This really depends on what you did in the middle of your funnel. If you already did a sales webinar, don’t do it again for the bottom of your funnel.
But, if you did something like a $7 training, low-cost eBook or another sort of trip wire, then you can absolutely run a sales webinar. Again, it just depends on your audience, offer, and marketing strategy.
Don’t forget, there is no one “perfect” strategy either. You may just have to test out different webinars at different stages to see which works best for your audience.
3 Part Funnel Example
Now that you know how to use webinars in the bottom of your funnel, I want to illustrate how you could use them in each section. Of course, this may or may not work for every business, but I think providing an outline will help you understand how to use them best.
Step 1: Awareness Stage
Let’s say you love YouTube and it’s your primary way of driving organic traffic to your business. It’s also a great way to capture emails by offering some sort of freebie or webinar in your description.
Since people from all over the world will find you, it’s important to give off a good first impression. If they like your video, chances are they’ll go to your description to learn more.
A great CTA that I love (and has worked extremely well for me and others) is offering a no-pitch automated webinar. This is a shorter webinar (25-35 minutes or so) and focused on one thing; value! As the name suggests, there is no pitch and it’s straight value on an issue that your audience struggles with.
Not only will they learn from you but you’ll also get their email address, aka the lifeblood of your business. Getting their email will help you move them to the middle of the funnel and start to build the relationship with your audience.
Step 2: Evaluation Stage
At this point, you’ve turned a cold audience into a little warmer audience. You’ve proven to be knowledgeable and resourceful but it’s only the tip of the iceberg. Now, you want to call out their problem and offer a solution.
Remember, people found your content, clicked over, and joined your list for a reason. They have a problem and need your help. They’re basically drowning and it’s your job to throw them a life raft to save them.
By offering a live or automated webinar to knock out one of their biggest problems. This webinar is usually 45-60 minutes long and packed with even more value. But unlike the webinar in step one, this webinar has a pitch at the end for your product or service.
Since you’ve already provided tons of value, it’s time to introduce your big solution, whether it is a course, coaching, membership, or other product..
Step 3: Decision Stage
At this point, your audience has a decision to make; to invest or not invest in your product. Whether they do or not, it’s vital to help get them off the fence and choose a side.
And webinars can help with the decision-making as well. For this stage I would recommend an AMA webinar. Simply schedule a time to show up and answer questions live with your audience before your cart closes.
While not everyone will feel comfortable with a no slide webinar, it’s a great way to answer questions and handle objections. Plus, you can always bring on past students as backup to share their results with prospective students.
While the top and middle funnel sections are important, the bottom part is where decisions are made. This is where the revenue happens and your initial sales cycle is completed.
Without a solid strategy for the bottom of your funnel, it’ll be nearly impossible to scale your business. But when you do have it up and running, it’s a matter of getting leads into the funnel in order to massively scale your business.
Luckily, you can use webinars to help drive people to the sale and start working with you. Make sure that you:
- Use webinars in all stages of the funnel. If you can’t do them all right now or it feels a tad overwhelming, start with one and keep adding more over time.
- Test, test, and test. Remember, there is no one way to get clients from the top to the bottom of your funnel. Every industry is different, so test what works best for your audience and offer.
Finally, don’t forget to have the right mindset about the entire process either.
Remember, most people won’t buy your offer and that’s okay! You don’t need 100% conversion rates to create freedom and prosperity in your life. Even 5-10% conversion rates can help you build a 6-figure business.
Lastly, while of course you want to keep testing and tweaking your funnel, focus on the numbers. Keep the emotion out of it (which is easier said than done) and do everything you can to increase conversion. Because it’s not just revenue, it’s people’s lives you are changing.
Next Steps – Get Started
As you can tell, webinars can help you in all aspects of your funnel. You can use them in the top, middle, and bottom of your funnel to get more customers and make a bigger impact with your product or service.
So what are you waiting for?
At EasyWebinar, we take all the hassle and stress out of it so you can focus on what you love doing. We have an all-in-one platform that allows you to create registration pages, email webinar registrants, analyze your metrics and a lot more.
When you join any of our plans (all of which include a FREE trial), you can get started quickly with:
- Live webinars: Live webinars are great for the middle and bottom of your funnel and incredibly simple to run. Plus, you can engage with your audience, record your presentations to repurpose, and send out replays.
- Automated webinars: Use automated webinars to welcome new prospects and give them a great first impression at the top of your funnel. Using our proven no-pitch webinar you can build instant credibility with your audience and become a go-to expert in the process. And of course, move them to the middle of your funnel!
- User-friendly analytics dashboard: Finally, don’t forget that our system is simple and easy to use (even if you hate the tech side of things). With EasyWebinar, you can create your entire registration page, thank you page, and communicate with your attendees. Plus, we offer a user-friendly dashboard to study your results and figure out what you need to do to improve on future webinars.
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