Today, I am going to break down how you can use a chatbot to get webinar leads, improve your webinar engagement and increase sales.
And I am giving it all away. The funnel that I use, the words that I use, the flows, everything.
If that’s not enough, I am also giving away a free template, so you don’t have to do it all on yourself.
Let’s dive in.
1. It all starts with a landing page
It all starts with a good old landing page.
The sole purpose of this page is to get the user to click on the “Register for webinar” button.
By clicking on that button, we lead the user into our chatbot.
(By the way, we use a chatbot in Facebook Messenger, because it is the most-used channel for chatbots).
What the landing page must include:
- A catchy title
- The stakes
You need to resonate with the user and anticipate on the problems that they are having. And with your webinar, you are going to solve that problem.
- Some principle of persuasion
You need to persuade the user to sign up for your webinar. And the best way to do that is by using a persuasion principle, like Scarcity. For example, you can say “There are only 25 seats” or “There are only 2 days left”. People will have the fear of mission out and therefore it will increase the number of webinar signups.
- A button that will lead them to your chatbot
Here is an example of a landing page for the imaginary webinar “How to create a chatbot”:
2. Register for the webinar
When the user clicks on the “Register for webinar” button, the user is sent to your chatbot.
And that is where the magic starts.
The user gets to see this message:
You must ask for the email of the user, because:
- Then you can send a confirmation over email, but more important…
- You can put them on your email list. And that’s what we really need (further in the funnel)
3. Confirm and ask to remind them for the webinar
When the user clicks on their email (or fills it in manually), they will get a confirmation:
So, now we have the lead in your chatbot and they are registered for the webinar.
But this doesn’t mean that they’re going to actually show up.
Thus, we need to make sure that the lead is really coming to your webinar.
And for this, we use the One-Time notification. The One-Time Notification is a message that you can send to the user to remind them of something. This can be a new product, a new blog post, or in this case: your webinar.
We send them a message with “Do you want a reminder of the webinar?”:
If they click on “Notify Me”, you can send them a reminder of the webinar, which will increase the show-up rate of your webinar.
4. Ask if they want the bonus
The bonus? Am I giving away a bonus?
Yes, you are going to do that.
Every webinar is about giving valuable information.
But every webinar is also about turning a lead into a real customer.
So, at the end of the webinar, you are giving away a bonus. A special offer. Only for the webinar attendee.
What kind of special offer? That is up to you, but here are some ideas:
- An online course which is normally $150, now available for $25
- A discount of 50% on your products
- Limited free access to all of your ebooks
Why only for the webinar attendee? Because then they feel special.
So we are going to send another One-Time Notification with “Want to receive the bonus after the webinar?”:
And if they click on “Notify Me”, you can send them the bonus afterward.
5. Send a confirmation email
We were using a chatbot, right?
Yes, we are using a chatbot. But a chatbot is not a replacement for another channel.
Email and chatbots can nicely work together.
And also, if the user did not click on any of the “Notify Me” buttons in the chatbot, we can still send messages over email.
So, send the webinar attendee a confirmation over email.
This can look something like this:
6. Reminder 1 day before the webinar
We really want the lead to actually show up to the webinar.
So, we send them a reminder 1 day before the webinar, via email.
Why not via the chatbot? We are going to do that, but not yet.
With a One-Time Notification, we can send one message to the user, and I rather send that message one hour before the webinar, than one day.
This can look something like this:
7. Reminder 1 hour before the webinar
Do you remember we asked the user if we can remind them of the webinar?
Well, now we can send that reminder to everyone who clicked on that message, via our chatbot.
Here is an example of such a reminder:
But to make 100% sure that nobody is missing that message, I recommend to also send a reminder via email:
8. Send the bonus after the webinar
Now, you actually gave the webinar to your audience.
And you promised them a bonus, so it’s time to give it to them.
Via your chatbot:
And through email:
But what if the webinar is full?
But, what if your webinar is already full? Good one.
If you’ve read the first section, I always emphasize to use a persuasion principle. In this case: Scarcity.
You only want to give a webinar for 25 people, or for 100, or for 1000. But the main important takeaway: put a limit on it. This really persuades the user to register for your webinar, because they don’t want to miss it.
But you also need to track this in your chatbot. If the webinar is full, the webinar is full.
And you don’t want to lose the lead, right?
Als het webinar vol is, sturen we een bericht met:
So, therefore, we send them a One-Time Notification. If the webinar is full, we send a message “Is it okay if I send you a message when a new webinar is coming out?”:
In this way, you will not lose the lead and you can notify them when a new webinar is coming out.
Free template: Build this yourself
Do you want to build this funnel yourself?
Then, I have good news for you.
Because I made a complete (FREE) template in which you can use anything I explained in this article. It includes:
- Webinar Button leading to the registration flow in your chatbot
- Webinar Registration – Chatbot flow
- Webinar Confirmation – Chatbot Flow
- Webinar Reminder – Chatbot Flow
- Webinar Bonus – Chatbot Flow
- Webinar Confirmation – Email
- Webinar Reminder (1 day before and 1 hour before) – Email
- Webinar Bonus – Email
- Integration between your chatbot and your webinar
- Integration between your chatbot and email marketing software
Do you want it? Just click the button below!