The Art of Online Business

Everything You Need Before Running Webinar Facebook & Instagram Ads That Convert

• Kwadwo [QUĀY.jo] Sampany-Kessie

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If you’re planning to sell your course with a webinar or challenge, you’ll need more than just ads... you’ll need the right setup. 

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I break down exactly when to turn your Facebook and Instagram ads on, how to test ad copy and creative the right way, and the emails you need so people actually show up. 

I also walk you through how to structure your funnel, keep costs low, and avoid the biggest mistakes I see course creators make before launch.



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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

Speaker 0:

Dear course creators. So you're thinking of setting up a webinar to sell your course bravo, right on. But are the Facebook and Instagram ads actually going to fill your webinar with the right people, or are you going to waste money testing the wrong way? Also, do you know all the components that you'll want to have in place to have the best chances of having the most successful webinar as possible Not just Facebook and Instagram ads, but the funnel structure and steps that you'll want to have set up Well, by the end, you will know how to prep your ads and your emails and your webinar funnel, and you'll see why ad testing is a make or break step to keep your registration costs low. This is a distillation of the knowledge that I've gotten and acquired from coaching established online course creators over the years, and I'm talking folks who have earned, like you know, six hundred thousand on the low end to like 1.2 million in gross revenue on the high end, in addition to being able to peek and peer into the funnels that make businesses run as a Facebook and Instagram ad manager.

Speaker 0:

I'm going to compress that into this short little episode. So here we go. There's five parts part one, part two, all the way to part five. Oh, I guess that made sense, right. And first we're going to look at the very beginning of the webinar. Funnelhoo, how long before your webinar should you turn on Facebook and Instagram ads? And the answer is two weeks minimum, maybe three weeks. Okay, now these ads need to bring people into your webinar, as in get people to register for your webinar.

Speaker 0:

So what I've seen is that the algorithm does pretty well. If you start 14 days, two weeks before your first webinar date. Now, if you start later than that, then people then you might not get enough people with Facebook and Instagram ads into your webinar to hit all of your launch revenue goals. If you start way earlier than that, then people would register with your Facebook and Instagram ads, but they might forget about your webinar and thus your webinar show up rate will go down. So the sweet spot is 14 days your ads should turn on Now. You could turn those on earlier, like at 18 days or 20 days before the webinar date. Especially, consider doing so if you have a smaller online presence and thus your warm audiences are smaller and thus the meta algorithm has to do more learning for your business. And what I mean is, like your Instagram followers. Your Facebook followers are fewer, maybe people who visit your website is lower and you have a smaller email list. Then consider turning on ads a little earlier because, remember, facebook and Instagram ads is like a two-person dance Like.

Speaker 0:

I live here in Mexico, so I'm thinking of that Latin dance. I am taking bachata lessons. I should be better than I am right now. Honestly, it's so funny. I forced my wife to dance bachata with me in the living room and she's like Cuecho. You should be better than you are right now. But you are the lead and the algorithm is the follow. And, as you want to be a good Facebook ad manager for yourself, so to speak, make sure to give the algorithm time to learn who, within your targeting audience, is the best person to reach with your ads, and thus you need to do that dance with the algorithm, where you let the algorithm shine before you start tweaking and tinkering. And, by the way, if you don't know how to tweak, tinker and test your ads, then I'm going to talk to you about the ad testing cheat code, which is the exact way that I test Facebook and Instagram ads inside of client accounts so that I can get the best results possible for them, getting high quality leads at the lowest cost possible. That course, which your business needs for you to have and follow and use, is in the show notes below.

Speaker 0:

Speaking of testing ad copy and creative, please do not just choose one ad to run and then pray that it works. Like listen, I believe in prayer. Prayer is a great strategy for life. You know it's not a good strategy for Facebook and Instagram ads. You want to get ready with, say, three pieces of ad copy and like, say, five pieces of ad creative. That way, you can test all the combinations of those and come out with the best performing combo, if you will, of ad copy and ad creative.

Speaker 0:

Now, how do you choose will of ad copy and ad creative? Now, how do you choose topics for your ad copy? Just think of the frustrations that stem from the problem that your webinar and or course will solve. You could speak to each of those frustrations in your ad copy, state the frustration, elaborate on the frustration a little bit in your ad copy in a non-triggering way, and then what is the solution, your webinar and what is the ideal outcome of somebody attending your webinar. Put that into an ad in those same exact order and you have yourself a decent ad. Do that for three different frustrations and you got three different ad copy.

Speaker 0:

And then, of course, you can create some graphics that go along with your registration ads. You can even record some video bonus points. If you already have organic video on Instagram that's doing well and it is about the webinar topic, you might be able to use that video for your registration ads. But test here. Test different hooks and messages in your ads, okay, that is why I created the ad testing cheat code, because doing this so that your cost per lead is lowered doesn't come naturally well. It does for me, because I do it for all my clients. So now it can for you again if you head to the show notes below and get the course.

Speaker 0:

So, but if you're going to spend the time and money to run Facebook and Instagram ads, you'll want to make sure that those new registrants for your webinar are Well, that you have the best chance of possible getting them to show up, okay. So first of all, please always, of course, make make sure that your MetaPixel is installed on your website and is installed on your opt-in page. That's how Meta learns about the kind of people that could do business with you. So if you don't have the pixel set up, even if you're not about to run ads within the next year, still set up the pixel, because you have an online business and eventually you'll run ads and your ads will work better if meta knows more about your business. Okay. Now, once people register for your webinar, you want to make sure that they are receiving registration emails every two to three days.

Speaker 0:

I've seen this mistake so often, where people are like a client you know, maybe I'm coaching them one on one, but they're not getting that 30% or above show up rate to their webinar. And when I ask them, how many emails have you sent out before the webinar? They're like not enough, and I'm like no, not enough. And so people are signing up. If you're running Facebook and Instagram ads, people are, you're paying for leads and they forget about you and thus not enough people show up to your webinar and you don't get to work and help enough people and your business bank account is crying. Well, you don't want that to happen. Two to three emails, okay. Sorry. An email every two to three days, all right. And then what is done in those emails? Well, they focus on pain points or frustrations that the webinar will solve. You know, reminding people why they signed up for this webinar and why it would be important for them to attend the webinar Case studies.

Speaker 0:

This is where you get to show off, and we don't do it enough. But please show off about the people. Show off with the people that you have helped successfully. Right, wet folks' appetites. Wet the appetites of registrants for your webinar. They can see your expertise, it's showcased and they know that you are the person to help them. Okay, also, you could link to podcast episodes that deal with the same problem or frustrations that your webinar does deal with. Right, and it's not going to be the same thing, right, but similar things. And that builds your authority and it also increases your know, like and trust factor with the folks who have registered for your webinar.

Speaker 0:

Now, make sure to have a show up email sequence that's automated and this is where, 48 hours before the webinar, you send a reminder hey, the webinar is going to be in two days. 24 hours before the webinar, hey, the webinar is going to be in one day, the morning of. Hey, the webinar is going to happen later today. And then, 30 minutes before, just thought I would remind you again that the webinar here's the link, by the way is going to happen in 30 minutes. Now that could be 15 minutes before if you want. I just recommend at least 30 minutes before and when you do get onto your webinar, remember that the webinar is about empowering watchers to make a decision and take action. It is not just about teaching. You're great at teaching, I'm great at teaching, but if we only teach on a webinar, guaranteed we're going to overwhelm people who are watching that webinar and they will not take action, which means no sale, right? If we empower them to make decisions to deal with their problem, then they have clarity on the action they should take and that equals more sales, all right. So, yes, you can educate a bit, because we're going to teach something of value on a webinar, but we're going to envelope and package that education with a lot of empowerment so people have clarity on the decision they need to make.

Speaker 0:

Now, when you sell inside of your webinar, you need to also sell inside of those emails that follow up the webinar. I had a client and their conversions were not as good as they wanted after their webinar finished and their cart opened after people were able to buy from them. And I look at their emails and I'm like, oh, wow, these emails are essentially teaching what you taught or what they taught in the webinar. But at length I'm like, no, the emails are not supposed to teach what was taught in a webinar and it doesn't matter. I know you might be like, but Quajo, what if somebody did not show up to the webinar? Well, you can be fancy about it and send them a replay. Or if they didn't show up, don't worry about teaching them an email. The email is to sell your program, your course, the way you can serve somebody. Okay, do not recap webinars, just sell in those emails after the webinar.

Speaker 0:

And also, you know, open cart period how long can somebody buy? How long does somebody have to make a decision to join your course or program? Give them like three to four days, not like eight days. The longer your car open period is, the fewer people will buy, because they'll push off that buying decision until a day in the future that never, ever exists. And if people aren't buying, then you're not able to help people, which means less revenue for your business, right, it's gonna take you longer to hit those financial goals and also the people who've been waiting for you to show up and help them through this transformation that you are an expert at, fewer of those people will get served, which means more of those people will continue through their life with the very issue that you were meant to help them get past get through, get over, solve. Okay, cart open period three to four days.

Speaker 0:

Now, I am NOT a fan of false scarcity, meaning that what you can do is say something like hey, you watch this webinar, here is the price of the program. By the way, you can join it anytime you want through the website, but on the website it's $200 more. Okay, right here, it's $200 less. You're not necessarily saying this is a discount, get it now, before the price goes up. You're just matter-of-factly stating that they can come in anytime they want. It's just more on the website and it's less here right now. Right, you can have bonuses that are only available for somebody who signs up right now. Again, you can mention in an email that, hey, you know if now's not the right time, sure, I understand that those bonuses aren't going to be available if you go and purchase through the website, but they are absolutely available right here.

Speaker 0:

And, by the way, what do you pick for a bonus. Choose bonuses that help someone overcome an objection that they might have to joining your course or program right now. Okay, I know you know the reasons that people don't buy. And, if you don't know, set up a questionnaire so that, after your cart closes and somebody can't join the course anymore for the price that you announced it as the webinar or with the bonuses that you announced, then send out an email which is basically you know, why didn't you choose to buy and have. You know because they're super busy is an option have because they are because of finances, you know. And then have another question that says you know, if it wasn't those two, then what would it be? Because most people going to say they're too busy or they don't have the money. Those are like the default knee-jerk reactions that we all say to buying anything. Okay, but you really want to know the true reason. So send out that email and then think of bonuses that overcome those objections. Now make sure that on the final day the cart closed day that you send out like three emails to sell your thing and let people know this is the final day to get these bonuses or the final day to get into the program or course, at this price. And if you're comfortable sending out three emails, send out another email, even that day, one more than you're comfortable with.

Speaker 0:

All right, it doesn't really matter, and people the right people aren't going to accuse you of being a sleazy salesperson. Don't be a sleazy salesperson. But empowering somebody to make a decision to work with you and you can actually help them is not being a sleazy salesperson. This concept that we have of a sleazy salesperson is someone who tries to convince us to get something we do not want to get, but that's not you. You know that somebody needs your help because you aligned the topic of the webinar with a topic that you help people out with in your program or course. Therefore, just by them being at the webinar, they're saying they have this issue, so sell to them. They need to know that you can help them. Don't be weak sauce about it. Be strong, be firm.

Speaker 0:

Think of a doctor. If you went to a doctor with an issue and they diagnosed a sickness, they would be very clear with you If you should solve this now, you should get this surgery now, you should take this medication now. And if you were like you know, I just don't want to, you know, or I just don't feel like I should. They'd be like look, here's the very real ramification of not dealing with this illness. You know, two months it could be like this, it could develop into something further. Nip this thing in the bud and take the antibiotics. But I don't want to lower my immune system with antibiotics because I believe this, this and this. And the doctor will be like well, that's actually true, but guess what Science? Take the antibiotics and then, after you finish the seven-day dose, you can take some probiotics to build up the good bacteria in your gut again. Okay, like, think like a doctor, diagnose, give them the urgency. The real urgency is and here's why they want to deal with the problem and then explain to them. You know, if you deal with it now, it's actually cheaper than dealing with it later. And here's all the benefits, by the way, that you're going to experience once this issue is solved.

Speaker 0:

Make sure that, in addition to those sales emails, you do have Facebook and Instagram ads running targeting people who registered for your webinar, but also targeting your email list and sending them to the sales page. Now you might think, quajo, why would I spend money targeting my email list? Well, did you know that, like 1% average, give or take a 0.3% of the folks on your email list will actually ever register for a webinar and buy a product from you. So then you need to make sure that, in addition to the organic reach or registrations that you're getting, that you also target your email list. Those are some of the warmest people in your business ecosphere. You need to target them with ads, not only to register for your webinar, but also letting them know hey, this thing that I'm great at, you know that I sell that can really help you. It's for sale right now. Do that.

Speaker 0:

If you want to have a webinar replay that you market to your list, go ahead and have that. Yes, you can run Facebook and Instagram ads on a low budget to that replay page. Make sure that you are clear on the replay page that there is a time limit to watch this replay. Ie you need to take down that replay when the cart closes and when people can no longer get those bonuses, or when the price goes up, or when the course is actually closed and people can't join it, or when the program starts. Maybe it's like a seven week coaching program, group coaching program.

Speaker 0:

Take down the replay, do not just leave the replay up forever and forever and forever, because people can then can watch forever, forever, forever From now, and they won't make a decision. So put a timer on that page, say the replay page is coming down, and also put a buy button right under that replay video. And if you liked this Content, will make sure that you listen to the next episode, which is coming out next Monday, because you won't only learn about Facebook and Instagram ads from me, but you'll also learn from other online course creators who are running Facebook and Instagram ads for themselves, so you can learn from their mistakes and their successes and you can peer behind the curtain at the funnels that they're running Facebook and Instagram ads to you. Cheers, be blessed, take care and well, I will see you in the next one. Take care, bye.

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