But I’ve been able to get that as high as a 22% conversion rate consistently. Then around 36% of those people will attend. How I increased my attendance by using Facebook Ads Before we go through how to replicate my success with Facebook Ads and webinars, we need to do a simple analysis. 51% of traffic to your webinar page will convert, but only 36% of that 51% will attend, and only 19% of that 36% will become leads. For example, I ran this webinar a few times: That content piece about marketing tactics to grow your business would perfectly resonate with people who are hoping to growth hack their online marketing. Go to the Facebook Ads Manager and create a new custom audience: Make sure to select the custom audience option when you create your new audience: The key here is to select engagement for your custom audience: Using this type of custom audience will allow you to target people who engaged with your latest content ads on Facebook. Or, if you ran a bunch of simple post-based ads, you can then make a custom audience that retargets those people who engaged with your posts: Select “People who engaged with any post or ad” to remarket your ad to that list of people who recently engaged with your pre-webinar content. You can also try using CTA buttons in your ads like this: To get started running ads to your new custom audience, create an ad set based off of the “Conversions” objective: Next, under “Ad Set,” click “Audience.” Here, you can select the custom audience you just created: After you select your custom audience, create a single image-based ad: This is my favorite type of ad format. It doesn’t take up the user’s time, and it drives conversions fast with a targeted CTA. Make sure to use Facebook Ads to drive more traffic to your page.
Webinars have exploded in growth over the past few years.
And more marketers are starting to take advantage of them.
In fact, they are one of my favorite ways to convert traffic and subscribers into real customers.
Why? Because consumer behavior changes. And webinars help us change with it.
People love hands-on lessons and walkthroughs that can help them better build their own businesses.
They buy your product or sign up for your service because it will help them. Not because it’s cool or hip.
Webinars show them just how much they need what you’ve got.
For example, 2-3% conversion rates are common in the industry.
But I’ve been able to get that as high as a 22% conversion rate consistently.
I had 74,381 attendees in 77 webinars and converted 16,394 of them.
But if I’m honest, that’s not because I am a webinar wunderkind. They weren’t anything out of the ordinary.
That means that you can use webinars to boost your conversions, too.
I’ll show you why webinars work, what I did to increase my webinar attendance, and how you can do the same.
Why webinars convert so many customers
Webinars are one of the best ways to hook in new leads.
They are great for teaching people the hands-on methods that you’ve used to see success.
Have you driven 45% more traffic by using a specific tactic? You can easily create a webinar out of it.
Have you averaged conversion rates on PPC that are 3x the industry standard? Make a webinar.
It’s that simple.
If you’ve done something that nets great results, people want to know and they’ll likely be very interested in what you have to say.
Webinars turn you into a trusted expert and a thought leader in almost no time.
It doesn’t hurt that they’re conversion machines.
The best webinars can generate conversion rate averages of 19%.
On top of that, 51% of people who discover your webinar’s landing page will convert on the initial sign-up. Then around 36% of those people will attend.
Those are pretty solid numbers when you compare them to the average conversion rates on standard websites or PPC ads.
I host webinars all the time on my own site because they work. I wouldn’t be doing them if they didn’t.
And the best part of it all?
The average webinar viewing time is 53 minutes!
That gives you countless opportunities to push CTAs and subscriptions to grow your leads and email lists.
There’s no other marketing tactic that holds people’s attention for that long!
Now that we are all on Team Webinar, let’s look at the #1 tactic I use to boost my webinar attendance.
How I increased my attendance by using Facebook Ads
Before we go through how to replicate my success with Facebook Ads and webinars, we need to do a simple analysis.
A lot of people are hesitant to do webinars because of a lack of traffic.
When I run a webinar now, it’s usually pretty easy for me to get enough sign-ups to make it worthwhile.
But it wasn’t always that way.
For most people who have found success in webinars, success comes after lots of failed attempts. I prefer to get it right the first time.
The goal should always be to reach as many people as possible. You need as large of an audience as you can get.
Why? Take a glance at those industry standards we looked at earlier.
51% of traffic to your webinar page will convert, but only 36% of that 51% will attend, and only 19% of that 36% will become leads.
Your precious traffic starts to dwindle down fast.
So, let’s jump into my strategy for increasing your webinar attendance fast.
Step 1. Start by promoting alike content.
AdWords and Facebook are vastly different platforms.
That means they don’t convert customers in the same way.
When someone uses Google to search for a product or service, it’s because they have a pretty high intent to purchase or are in need of more information.
But that’s not why they are using or browsing Facebook.
So you can’t simply push a webinar ad to the masses and expect 10% conversion rates.
The best way to ease people into converting on your prized possession (the webinar) is to warm them up with content and then retarget them.
The trick here is to promote content that will be relevant to your webinar.
For example, I ran this webinar a few times:
That content piece about marketing tactics to grow your business would perfectly resonate with people who are hoping to growth hack their online marketing.
How can you do this?
First, log in to your Facebook Business Manager account and navigate to your Ads Manager:
Next, we’re going to set up an ad based on engagement objectives like shares, likes, and comments:
By using an engagement objective rather than simply reach or traffic, we can sort out those who are highly unlikely to convert on your webinar.
No one wants to waste time and money on reach ads for audiences that aren’t relevant.
So, use the engagement objective to assess the targets that are interested in your content.
Next, select the post that you want to use for an ad:
Remember to make sure that you boost posts that will relate to your webinar.
If your webinar is based on SEO tactics, run ads for posts about SEO.
If your webinar is PPC-based, don’t run articles about SEO or content marketing.
You get the point. Your engagement ads should relate heavily to your webinar topic so that you’ll know those people who interacted are going to be interested in the webinar.
Next, confirm your ad and start running it.
And then proceed to the next step.
Step 2. Now, run your lead-gen ads.
Once you have some quality engagement on your current ads, you’re ready to bring the people…