How To Create an Automated Webinar That Converts

Essentially, they’re a powerful marketing tool for businesses or individuals to run evergreen funnel campaigns. This article covers essential topics about creating high-converting automated webinars, from script writing to performance tracking.

Keeping the audience engaged and increasing traffic in webinars requires a strategy. To develop a plan, you should start by following a structure.

It’s crucial to make the most of the intro and lead with impact. The first 30 seconds must capture the audience’s interest immediately. This can be achieved with a bold statement, relatable pain point, provocative question, or irresistible offer, among other things.

It’s easy for webinars to feel like lengthy sales presentations, so to counter this, there needs to be real value in your content. Focus on teaching your audience (even if partially) and solving their problems. The goal is for your audience to leave with more knowledge than when they arrived.

Calls-to-action can’t feel forced. For them to be effective, audiences must be naturally drawn towards them. This can be achieved by addressing common objections in advance and using object-handling techniques like case studies, product demonstrations, and FAQ-style segments.

People tend to avoid loss more than seek real gain, which means that urgency drives action. With this in mind, webinar platforms like WebinarGeek offer simple ways to add countdown timers, time-limited offers, and use scarcity tactics in webinars.

When writing a compelling and persuasive evergreen script, you must remember there’s no real-time feedback, improvisation, or interaction with the audience. The script should combine natural delivery with strategic persuasion for it to work no matter who watches it or when. We recommend following these tips to write a powerful evergreen script:

• Lead with empathy: Start by creating a connection with the audience, making it clear that you understand their problems, frustrations, and goals.
• Use storytelling and relatability: Stories are memorable and emotionally engaging. While keeping a conversational tone, tell your audience about your before-and-after journey or that customer who had a life-changing experience using your solution.
• Use a journey-like structure: Here’s an example of how to add a narrative arc to your evergreen script:
  • Pain point/challenge
  • Pitfalls of previous solutions
  • Breakthrough idea/aha moment
  • Success stories/validation of results
  • How to get started with your method/product

• Time your flow: It’s important to pace the content naturally. First, you deliver worthy and valuable content. Then, halfway through, you tease your offer. Finally, you present your solution. While it’s important not to start pitching too early, it’s also not recommended to leave it for the final three minutes.
• Create engagement spikes: Include a few moments here and there where you ask rhetorical questions, make bold claims, provide surprising statistics, or even use light humor. If the platform supports it, you can make webinars more interactive by adding dynamic elements at specific points in the webinar, such as timestamped polls and CTAs.
• Conclude with transparency, not coercion: How you end a webinar can make or break the audience’s perception of your brand or product. It must feel honest and helpful without using pushy and manipulative language. Opt for a clear and confident vibe, trusting that your value-driven content has laid the groundwork for webinar success.

While structuring and writing the script for a webinar are essential steps that must be taken care of, there’s more to it than that if you really want to succeed.

Automated webinars are more than just a video scheduled to play automatically. Automating the whole webinar’s marketing funnel, from signup pages to follow-up emails, is vital.

Here are the most important automations in webinar design:

The signup page is where first impressions count. Make sure to run A/B tests to compare different versions, use social proof like testimonials and viewer counts, add bullet-point benefits, and include a countdown for the next session. Additionally, it’s fundamental to keep forms short to reduce drop-offs.

Email notifications are one of the most essential automations to be aware of when creating a webinar. Plenty of people sign up for an event and then completely forget about it by the time it starts, so it’s crucial to automate three or four email reminders at different times. Use different angles in each email notification to have the best effect on people.

Anyone who’s really looking to increase their audience should be especially attentive to how they automate follow-up emails. We recommend segmenting the audience into different viewer categories, such as ‘attendee, bought’, ‘attendee, didn’t buy’, ‘registered, no-show’, and ‘drop-offs’, and creating specific emails for each one.

For example, for ‘attendee, didn’t buy’, you might want to emphasize testimonials, FAQs, and limited offers, but for ‘registered, didn’t show’, including a replay link or invitation to the following webinar makes more sense.

Most webinar solutions include options to set up pixel tracking on welcome/sign-up and thank you pages. This feature provides an easy method for tracking user behaviour, which can be used to repurpose your webinar content and run retargeting marketing campaigns accordingly.

Segments of your audience will always remain unsure about your product or solution after a webinar ends. To convert these leads, you must use conversion-focused post-webinar strategies, which can be used even for prerecorded webinars.

• Instill urgency with offers: Include a time-limited offer or bonuses on the webinar’s thank you page. Remind your audience that it’s a one-time offer exclusively available to them.
• Use testimonials: In follow-up emails, you should include honest testimonials, before-and-after examples, and relevant reviews or case studies to persuade hesitant audiences.
• Segment audience: Although we’ve touched on audience segmentation before, it should be mentioned again. This is vital to creating a more robust and thorough post-webinar marketing campaign. It lets you customize emails for each type of audience, maximizing relevance and conversion.

Creating and automating webinars without tracking their performance results in too much time and effort wasted.

Keeping track of automated webinars is what allows you to understand what works or doesn’t, providing you with valuable insights that help you continually optimize. The best webinar platforms offer performance reports that include key metrics like:

• Registration rate
• Attendance rate
• Engagement percentage
• Conversion rate
• Click-through rate (CTR)
• Drop-off rate

This extensive information about your webinar allows you to develop better strategies to reach your audience. For example, you can A/B test different video lengths and styles, alternative CTA placements, formats, thumbnails, and more.

In turn, you’ll have access to all the analytics for each test to help you better understand the path to success. Webinar solutions like WebinarGeek also provide features like heatmaps, which can further help you get a grasp of where attendees lose interest.

Naturally, automation plays a critical role in guaranteeing the success of webinars. However, you still have to lay the groundwork for them to actually convert. Yes, automated webinars make your life easier, but if you really want to reach the next level of conversion rates, you must craft a persuasive and evergreen script, focus on all the marketing funnel stages, and track and optimize your webinars continuously.

It all starts on the registration page and continues until post-webinar interactions. Whether you’re selling a service, product, or idea, automated webinars are invaluable because they’re your best shot at growing your audience and repeatedly (but differently) getting your message out there.

If you’re looking to convert more and elevate your webinars to the next level, consider WebinarGeek, one of the best webinar solutions for driving more traffic and engagement.