Von 0 auf 2.000+ Webinar-Anmeldungen – das ist der Trick

Live webinars are the absolute key to scaling your business as a founder. All three awards you see on the wall here were won through live Webinar Fun. And the best platform for reaching the right people, especially in the B2B sector, is definitely LinkedIn. The big problem is, how do you really get lots of registrations for your webinar month after month? Webinar promotion is the biggest bottleneck that people have first. And then, of course, the second step is how do you actually get inquiries, appointments and paying customers through it? And in this video, I'll show you how we grew from zero registrations to over 2,000 registrations in the last few months, how we got started on LinkedIn, what the big success factors are, and most importantly, how we successfully scaled this panel. If you're interested, I hope you enjoy the new video. If you're new to the channel, my name is Robert Heinecke, and this channel is all about the big topic of LinkedIn sales funnels. That means we'll show you, as a founder, how to make LinkedIn your best lead channel. We ourselves have been able to generate over 5 million in sales via LinkedIn sales funnels in the last few years alone. That means if you want to generate more inbound leads or scale your business, then you've come to the right place. I'd say let's jump into the episode and see that webinar funnel is one of our best funnels for LinkedIn. It's a really cool funnel, especially for founders of agencies, software companies, consulting firms, or even startups. Because in the B2B sector in particular, you don't need crazy numbers for workshops or webinars. That means you might need 25 people from your target group to join in, and ideally every month. So that means if you have 25 people at your webinar, and if you then say, hey, you have a conversion rate of 10 to 20%, who then book an appointment at the end of your webinar, then you have something like, I don't know, two to four inquiries. And if you then get one or two projects or orders from that, then it's already been worth it, because most of the founders we work with often have offers in the range of €10,000 and up, and then it's worth it. The big problem and the big bottleneck are two or three things at best. And I want to talk to you about one of them today, namely one part. One difficulty is, of course, the topic here. How do you get 25 people in there every month? I wouldn't hold the webinar or workshop more often, especially at the beginning, because the promotion simply takes a bit of effort. So that's the first problem. The second problem is that few people manage to actually create a webinar that ultimately leads to an appointment. So not even after the fact, but really booking people for an appointment live, that's the high art, so to speak, that you have to master. It took me five years to really master it. And now I would say that with every webinar that I hold, I know how many appointments I'll get from it, or at least I know that some will come from it, because I simply know how to structure the pitches and how to structure the webinar so that it works. That means that the next and the next tricky part, so to speak, is not the conversion rate, it's not getting people together, but really filling it up month after month. Because at some point you have the problem that people organically, so to speak, expire here, so to speak, that at some point you have gone through your LinkedIn contacts and then you have to go over to advertising and have to deal more with the topic of ads. And that's where it gets a bit tricky, how to do the whole thing. But from my point of view, that's the webinar funnel that we do on LinkedIn, so to speak. I want to deal with this topic here with you specifically today, namely what the perfect promotion looks like. Because once you have people, then you're already very far ahead. Because if you then simply present a good case in the workshop, for example, then you can. Yes. Then, yes, it's difficult not to win customers through it. You have to say, right? So you have to make the right pitch, etc. But if you really get people in your target group together, so to speak, then you can still reach them later via message or phone. And the conversations are completely different than if they've never seen anything from you before. If we're talking about promotion now, and maybe not just trying to get 25 people, maybe one or two professionals are also there today. How do you get maybe 100 registrations or up to. I think our biggest webinar that we had had 2300 registrations today. We're going to break it down how I approach something like that, how to do it, how to get so many registrations. Let's start with that, because I also started with workshops and webinars, sometimes with 10 or 15 people, and have slowly worked my way up to, I, I don't know, over 2,000 registrations and of course, that's where advertisements, etc. Come into play. And we'll take a look at that in this video. What strategies are there and what you simply need to know? First, I think we can create a few success factors for the promotion. I think that's the most important part, so to speak. What are the success factors for that? Excuse my nice handwriting. I think I really have to get used to writing again. People rarely write. The first success factor is definitely the topic or the title. Let me give you an example. I worked with a client, an SEO agency, and I really did everything I could with the founder to promote an SEO workshop. In the end, I wrote the entire promotion, so to speak. And the problem was that the topic is actually, I don't want to say a bit dead, but 10 years later, nobody really cares about SEO anymore. Yes. And that means if you don't get enough registrations for your webinar, then it will probably be the biggest drawback. The topic and title are the ones for us. It's quite rewarding. LinkedIn is still a big trending topic. It means you just have to write LinkedIn somewhere and people will come. What you can do, what you can also do is, for example, a LinkedIn survey. If you work with your customers on a variety of topics. For example, email marketing, I don't know, Facebook ads, LinkedIn and Instagram marketing. Let's take a digital agency for example, or maybe an E commerce agency. Even though I don't have much of a clue, what I would do is simply create a survey. I'll show you a cool option. Which workshop topic or shop topic would interest you the most as an E commerce founder. Done. What's important here is on the one hand, the target group. Right? You have to name that and then the workshop topic. And then for example, I don't know, um, Media buying. Media buying. 225. Then you can say creative testing. That has to sound a little sexy. Yeah. Then you do something like creative testing here. Then you do what else? Email marketing hacks. And what else can you do as a workshop? That was the E commerce people. No idea yet. Amazon product launch. No idea whether that makes sense or not. And then you just try to get 50 results here. So that means that you really try with the survey. Of course you have to put a little work into it. I see founders who are a little too lazy and just post it. Then they get seven answers and are like, hey Robert, I have seven answers here. Nobody is answering them. What can I do? I always like to tell the story of Yuri, one of our customers who was also on LinkedIn at the very beginning, has had no reach, had nothing. And then I said, hey, Yuri, do a survey like that. We need at least 50 results. He posted three results. And then I said, let's see how it goes next week. But I want you to do 50 next week. We're talking. He suddenly has 76 results. Yeah. And I was like, yuri, what the hell happened over the weekend? Because he said, hey, I just typed and wrote to everyone in my target group in my network on LinkedIn to ask if they could take part in the survey. Right. And that's what I want to tell you. Just put a little bit of work into it. It's worth it. Because if you then find the right topic and say, I don't know, creative testing has somehow become the winner here, then it will just stick all the way through. So you'll have a much easier time getting webinar participants because it's a topic that your target group has already validated to some extent, and everything will just get easier. So you definitely have to take this step. Success factor number one and one of the most important ones, which hardly anyone does, because people always say, yes, we have a topic here internally, and then they come up with some boring topic and then they hold the webinar and are surprised that no one registers for it. Right, Exactly. The second part, from my point of view, is to think about what the content topics are, so to speak. Yes, I think those are them. What are the big content topics? Content topics. And you can play a few games. I would always do a maximum of three to five. I would rather do two or three. For example, something we like to play is of course something like content strategy. So that means that it is a building block. Then of course, something like LinkedIn sales funnel. And then I always test something like, I don't know, you can of course also use something like algorithm or something like that Profile, for example. Exactly. I also tested different topics there when I talked about the LinkedIn profile. Nobody was ever interested, but that you try out a few topics over time and notice what's going on. So whenever I talk about algorithms in promotion, people flock to my place. So that works very, very well. Sales funnels always work very, very well. And content strategy works well, which didn't work at all in testing, as I said, is something like profiles. I think people have done too much of their own tinkering. So what else is there? No one is interested in messages either. They don't feel like sending anything, even if it's incredibly important. And what other components are there? I don't know, eg, ads or something. It's usually too far away for people. And then you test a few topics and then at best talk about these topics again and again in every promotion. Yes. And in that case I would break down this creative testing. What goes into it? I have no idea. Just imagine what ad formats there are. Maybe the topic of media buying comes into play here. Then somehow, I don't know, meta setup could be discussed and that you think about it in advance. No matter what promotional posts, etc, you then convert it into that. You think about which topics you will cover. And then from my point of view, it is worth it. Exactly. The third factor is to create a 10 day promotion plan, which is what all our mentoring clients get. They get a template with my 20 best LinkedIn posts of all time, my 20 best emails of all time, and they basically only have to use these templates. And then the promotion becomes much, much easier because I would start slowly 10 days before the webinar, so to speak. Um, let's break it down a bit. That means if your webinar takes place here, what do you need? I would always, depending on what you have available, definitely do a LinkedIn event. It's worth it. I don't know if you've heard that with a LinkedIn event you can add 1,000 people per week. That's really cool. I would always do that about 10 days in advance so that you start adding people. Then you can add about 2,000 people. That's really cool. That's the first one. Then I would definitely make at least three LinkedIn posts. I wouldn't say I would definitely make one a day in advance. I would make one about three to five days in advance and one seven days in advance. So what's the key? You're basically uploading a story here. So that means, for example, if I talk about the topic of content strategy and I would say in the first post, so to speak, I talk about content strategy, then I would say, I would just arouse curiosity and say, hey, in the last few months the algorithm has changed, you will have noticed. Yes, we have developed a content strategy that has worked really well for us. It consists of three components. That is the result and Exactly. We can create a promotional post right away so that you have seen that. And then, so to speak, I will pitch the training. We will do that again in a moment because I think that can help. Exactly. And then there are actually three more Emails. Yes. So relatively simple. Um, what is the key here? And that is a bit of the distribution, I think. Exactly. You have to have heard that distribution of registration, I would say 10% come via the LinkedIn event. So that really is the smallest kicker. Many people make that mistake. Right. I have to mention that too here with the LinkedIn event link. If, if you have a good topic, many people will quickly say yes. So you can get 100 acceptances relatively quickly. And then people always think, oh man, people are going to storm my place. But then they somehow have a show up rate of two people. Yes. And that's why we always told people that acceptances for a LinkedIn event are not acceptances. It's maybe like a, like. And you have to get people to an external platform. We found a really cool tool where you can register for free people. And then we notice that if people are in the tool which we put in the LinkedIn event here, then we have a show up rate of 60, 70, sometimes 80%. Right. So that means you have to get the LinkedIn event people to the next page and here. Exactly. The distribution. The next distribution is then I would say 30% content. That works quite well. We'll go into a promotion post in a moment to see how that works. So content is the next key. Of course, it always depends of your reach and how good the posts are. Right. Well, that has to be said. And then 70% email list. That's also the reason why we build email lists with all our mentoring clients. So that means the email list is the biggest kicker for getting people into the webinar. Sure, you can somehow add booster ads, but of course I want to have exhausted these things first. And the organic promotion has to work well before you can somehow add ads. So I would always recommend that you do that somehow. Well, how do you get people into your email list? Of course, that's the big question. And that's where our lead magnet funnels come into play. Because of course you can get an incredible amount of emails via lead magnets. Right. So that's really the big advantage. If you have a really cool tool, if you have a cool white paper, a report, some kind of checklist, then hundreds of people will download it, be added to your email list, and you can then invite them to your webinar. So for example, we did it like this. I don't know. Do you have lead magnet 1 lead magnet 2 lead magnet 3 lead magnet 4, all of which end up in your email list. I don't know how to present an Email list. Here's an email. And then you invite these people to your live webinar once a month. Super lean funnel. And of course you can still try to convert these people here in the song somehow. But then the thing grows and then you have a bit of a perpetual motion machine here. Yes, it just keeps getting higher and higher because you get more and more emails, you get more and more people for live webinars, you get more and more appointments through it, and you get more and more inquiries through it. Let's take another look at a promotional post because I have the feeling that hardly anyone can do the art of it. I've also been able to learn a lot from it in the last few years. I also had to test a lot to see what works and what doesn't. I've also hardly seen anyone who teaches you how to write something like this. I think this is the secret source that I want to share with you. Promotion post, webinar. I don't need to tell you the headline is everything. Yes, the headline is everything, by the way. That's right. We have the coolest tools in the YouTube videos which I've linked in the description. There are seven LinkedIn tools in there for free and I think there's one tool in there which is our custom GBT for hooks and headlines on LinkedIn. So if you don't want that thing yet, then definitely get it. And if you haven't checked the description yet, definitely check out the description of my YouTube videos. There are cool LinkedIn tools in there and of course you want to create a cool headline. I don't know, Let's take something like why you should definitely start with LinkedIn in 2025. And here you can see that I'm trying to reach people who haven't started with LinkedIn yet. And you also have to do a bit of advanced stuff, so to speak. We always do all that in the leadership mentoring. Of course, you also have to have a. Have the avatars in mind a bit. Which people aren't doing anything on LinkedIn yet and want to get started. People are already posting but aren't getting any leads, which people have a lot of reach but aren't getting any leads yet. You have to have that in mind a bit. And then there's always a story in the sense of several building blocks. So the first part of the text after the headline is called the headline, so to speak. That's part one. So to speak, part one. Then the next part is always a problem or starting situation, so to speak. So that means I don't know. Before I started with LinkedIn, I tried a million things and nothing worked. Then I signed up for LinkedIn. Then the next part always comes up with a key moment. So that means something you did differently here. For example, you could really say that at some point you realized how important reach is on LinkedIn, right? That you simply. Exactly. In the starting situation, you're at best addressing the problems that your ziggub has. Right? So here I would, for example, let's say I posted, I posted, I posted, I posted and nothing happened until I figured out, hey, I need to figure out the algorithm, I need to figure out how Reach works, right? Then comes the next part, which is important, the implementation, to some extent. What did you implement? Yeah, I don't know. Then I read 30 books on copywriting. Um, exactly. This is, so to speak, the implementation. Oh, can I cut something out here? Yeah, right. So this has to be done here. Exactly. Then comes the implementation part. Exactly. 30 books. Then I tested 100 plus posts, etc. And then so to speak. Ah, okay. Because look, you see here is like a timeline here. Right? So how do I do that? Timeline. Timeline. So I had the problem, then I had the key moment, the realization, I implemented it. And now of course, the logical consequence, that was the result. Yes, the result. One million impressions in 90 days. 90 days. I don't know, just one day per month for content pre planning and everything has become easier. And now people are naturally asking themselves, hey, Rober, that sounds really good. I need that too. How do I get it? Yes. And then the pitch is relatively charming because now you really only have to pitch M is the pitch here. If you want to know exactly how this content strategy or this content system works, then secure a spot for my new LinkedIn content workshop. Done. Yes, okay, exactly. And then you would say, uh, link in the comments. And here comes a call to action. What is really important with this call to action here is that you don't ask things like how are you joining the webinar? Or something like that. That just doesn't work. But to use something simple. We also thought about it a bit, but then we also asked simple things like, I don't know, how often do you post already? How often do you post already? What was your most successful post? Or something like that. Right. So this call to action is done and that's actually the logic. Yes. And of course you get better at it over time. Of course, it always depends on what results and what cool things you do, so to speak. But that's how I write all emails and all LinkedIn posts. I have to say the LinkedIn posts up here are always a bit softer. So it means here I have my LinkedIn post. Exactly. The LinkedIn posts are always a bit like this. You still have to package it so that people have some kind of added value. Right? Because otherwise nobody likes it. I have to say with the email newsletter you can shoot much straight. I think that also ensures that I Simply sign up 70% through it. But that's what makes the difference, so to speak. That means those are the success factors, so to speak. Let's go through the three again. Topic and title. 80%. Right. You have to find a topic that your target group is really passionate about, that they are interested in. Then find big content topics. What can you play into the promotion, so to speak. Right. As I said, for us it's something like the content strategy sales funnel. What do I have here? Algorithm always works well. Then starting from scratch also always works quite well as an angle because of course I also want people that works well and I tested them here, for example. They didn't work at all. Right, I can save myself the trouble of that. And the third topic is the ten day promotion plan. Yes, having that in good time, which we do. For example, we simply have a Trello board where we prepare everything and then give feedback on it in our mentoring. And then people just have to post it and then you easily have no idea. 25 to sometimes 100 registrations. Someone who cracked 200 registrations recently told me about this system. And the fourth success factor. Yes, let's do a few more. Yes, the fourth success factor is definitely having your own email list. Yes, an email list is success factor four. That might also be a motivation to start with the topic. And the fifth is to have this promotion framework in mind. Right. If you have mastered these things, then you are definitely well equipped for webinar promotion. If you'd like us to take a look at your webinar promotion, or you if you're interested in building a webinar funnel together, feel free to check out our lafau mentoring. You can find the link in the description if you haven't already. Then as I said, feel free to check out our free LinkedIn tools all in the description and then we'll see you in the next video. See you soon. M.