Joe Apfelbaum breaks webinar conversion into three phases: before (multi-channel promotion and pre-calls), during (treating attendees as mid-funnel prospects), and after (retargeting with clips, repurposing transcripts into LinkedIn articles, and nurture sequences). The goal is turning registrants into paying clients through repeated value offers.
Have you ever done a webinar and then you're just not sure what to do with all the registrants, with all the attendees? How do you convert those people that attend a webinar or that register for a webinar to start doing business with you? My name is Joe Apfelbaum. I'm the CEO of Ajax Union, and we help clients be able to build marketing funnels that drive leads from the top of the funnel to the bottom line. So let me explain to you how to be able to leverage the attendees for your webinar and also the registrations for the people that haven't even attended. So when you do a webinar, you have an asset, you have a video, a presentation that is often long. It could be 20 minutes, 30 minutes, it could be an hour long, it could be 3 hours long. We have webinars that are 3 hours long. And the question I often ask people is, how can you leverage that asset? Not just during the event, which is trying to get people to sign up to your services, to get on a phone call during the event, but what can you do before the event, during the event, and after the event with the people that saw that you were having an event, people that you invited that did not register, people that registered, people that attended, People that attended for part of it, people that attended to the whole thing. What do you do before, during, and after the webinar? So before the webinar, there's an event happening at a particular date. So it's time to promote. You can promote on LinkedIn, on Facebook, on Instagram. You can promote on social media. You can also promote on search engines. You could promote through email. You can use cold email. You can use email lists. You can put it as part of your newsletter. You can have affiliates in your network promote your webinar and pay them either a commission for each person that registers or a commission for anyone that signs up for a conversation or a commission, some, anyone that buys. There are many different ways to compensate affiliates. You can do banner advertisements, you can do retargeting to the people that you're connected to on LinkedIn and just target all those people that already have built trust with you. There's many different ways for you to be able to fill a webinar. But once you get that registration list, that means that somebody's interested in the topic that you are presenting on. If someone's interested in that topic, that means they want more information about that topic. And so what you can do is you can survey the people who registered, not just the people who attended, the people who registered before they actually attend the event. You can survey them and ask them questions about why they're interested in this topic or what elements they're interested in. That's a great way to engage the audience and get them even more interested and get them even more excited. You can even get on a call with the people before the webinar and say, hey, I'd like to have a quick call with you. We're going to be having a webinar. I see that you registered. I'd love to chat with you and pick your brain around the topics. Do you have a few minutes? Or I'd love to talk to you about how the implementation of this in your business, or I'd like to talk to you about the implication of this concept In your industry or whatever you wanna talk to them about. But the key is to try to book conversations with people even before they attend the webinar. And during your conversation, you can say, hey, looking forward to having you at the webinar. And if you wanna talk again later, if you see there's an opportunity, you could even book a call for after the webinar as well. Before the webinar, you can add people to your newsletter even before the webinar happened. Of course, you wanna ask them for permission and make sure that there's an unsubscribe link. But if you have a Seinfeld series or if you have a regular newsletter or some information that you can send 'em about you to prepare for the webinar, webinar, you can use that all for the registrations. The attendees that come to the webinar are special because they spend time with you. They spent a long time with you. So they're people that are more in the middle of the funnel or closer to the bottom of the funnel. The people that just registered are more on top of the funnel because they're just, you know, learning about your products and services. They didn't necessarily know about you yet or even experience you yet. So they registered. And the people that failed to attend, You want to leverage the replay. The replay is really, really key. If you don't leverage the replay in many different ways, you're missing out. I know people that run Facebook ads and take an entire webinar and they put it as the ad and they present it to all the people that registered. So say you have 500 people that register to an event, you can take those 500 people. I think you need a minimum of 1,000 to run a retargeting ad, but you can add 1,000 other names there. And you take those 500 people and you run an ad that plays the entire webinar replay for them. And if they're on Facebook and they start watching it, they can like and comment on it. They can save the video and they can watch it later. But that's a great way to get in front of people showing them the replay. Most people are not gonna attend live and they wanna catch that replay. You can also repurpose the replay and make it shorter and find different elements. You can use them in social media to promote the replay. And at the end of the day is if somebody's interested in the replay, it's just the same as they're interested in the live webinar. They're interested in the content. And that means that you can support them and get on the phone with them and ask them questions about it and survey them and grow your business in that way. Hopefully this video answered some of your questions regarding what to do before, during, and after the webinar. What I also like to do, one more quick tip for after the webinar, is to take the entire contents of the webinar, transcribe it using a tool like Otter or other transcription tools with artificial intelligence, then putting it into a chatbot like copy.ai or like ChatGPT or Bard in different chunks, and then making a LinkedIn article that ranks on SEO. And that LinkedIn article can have what was said, the questions, the answers, the information. You could even take little clips of the videos or screenshots of the diagrams that were shown and put it into that article. And then you can send that article to the people that missed the webinar. You can also send that article to the people that even came to the replay and say, hey, we repurposed this in another way. And that article will also rank on Google. So there's many different ways to use this for SEO, for social media, using email, using advertisements, using affiliates, using content. And then from there, you're gonna learn a series of webinars that you can do to these people. If someone registered to a webinar or attended a webinar, They want more. And so give them more until they decide to get into your door, to get a conversation, and hopefully turn into a client. Let me know if this was helpful. I'd love to hear your feedback. Let me know what comments or what webinars or what topics you talk about in the comments below. Boom.
How to Beat the Algorithm: Remove Hidden Watermarks & Scale Content with evyAI
AEO & GEO: SEO's Future Explained! Master Answer & Generative Engines! #shorts
