Jak zbudować maszynę sprzedaży webinarów w ClickMeeting (Full Transcript)

[00:00:00] Speaker 1: Hello, welcome to the next lesson in our summer academy of paid webinars BigMeeting and we are now starting the second part of our academy. We already know everything about creating events, running events, we also know what to do after the event, but this part will be about what to do before starting the event so that as many viewers as possible appear on it, because that's what we care about, because from the presence of viewers and from the presence of viewers who are interested in the topic you are talking about, the financial success of the entire enterprise depends, i.e. how much you earn on paid webinars. We start this part with a seemingly unobvious scheme of action, which we highly recommend, i.e. what we call a machine to earn money in BigMeeting. It cannot be hidden, this is not our original idea, we noticed that this is how our clients work, and of course we designed our tools in such a way to make it as easy as possible to configure such an effective machine. Now I invite you to get acquainted with a short recording in which one of our clients, who successfully creates paid webinars, and not only paid webinars for ClickMeeting, Samir Kayali, a tax advisor sharing his knowledge online with people interested in very complex issues, such as tax issues. Anyway, I mentioned Samir during our first live meeting. He shares his patent for promoting paid training that takes place at ClickMeeting. See how Samir does it.

[00:01:54] Speaker 2: At the moment, if I do paid training, I don't have a problem with gathering 200 or 250 people, I have a room up to 500, so there is a buffer. For free, one-hour training on a nice topic, I am able to gather 500 people without any problems. I am Samir Kayali, I am a tax advisor. Training activity is also closer to me than ever. I started training in 2014-2017, so I used various platforms, such as Zoom, Mac, etc. However, since ClickMeeting has been a paid webinar, it is possible to connect with a program for invoicing. I use an invoice machine myself, so the fact that ClickMeeting connects with it is very convenient for me. I also use these platforms for quick payments, PayU, Stripe. Today, the fact that I can do paid training, I can do it in the form of tokens, so the client cannot send the link to anyone else. One person pays, one person watches. Payments are quick, the invoice is displayed automatically, so it is very convenient for me. I can focus on what I know, i.e. tax training, and I have already done the rest. I just go in at a certain time, which I set earlier for the webinar, there are already people waiting for me, so I don't have to worry about invoices. It is very convenient for me that everything is done automatically. Of course, ClickMeeting takes 5% commission, but for me it is worth it. But I also used the donate function for fun. I think I had 180 people on such a free webinar. I said to them, listen, pay, if you like what I do and want to reward me symbolically, then use the donate function, here you can pay, it is pleasant, fast and convenient. I think that half of the people will use this function. For many people, for whom your knowledge is often worth more, it will not be a problem. They will feel that they are rewarding you with something. ClickMeeting listens to people. ClickMeeting is for me something like a taxi driver and a car, so just a tool of work. So I greet you very warmly. See you, my dear.

[00:04:01] Speaker 1: Let's move on to the action diagram. Here you see such a simplified chart, what does the whole machine look like to earn money. Expanded on additional earnings opportunities, which we talked about during the last lesson. So first of all, you divide your knowledge by two. You have to take the subject in such a way that its part is available for recipients as part of free training, and the second part was reserved for those people who decide to buy a ticket for a paid event. Of course, this event can take place both live and on demand. The trick is that this free part must encourage you to buy a ticket, but at the same time it must be of real value. Your recipients must know that they are dealing with an expert in their field, who during a paid webinar will tell them even more. For example, he will share practical tips, discuss specific case studies, present more advanced techniques and methodologies. In fact, the skillful division of this knowledge into two is already half the success. If you have already managed to do this, we can move on to a free promotional webinar. As the name suggests, this webinar has two most important features. First of all, it is free, so you want to reach as many people as possible interested in the topic, and it must have a promotional nature. But here are the proportions. This webinar cannot be too marketing. Here, sometimes it is said about such promotions Your recipients, people interested in your field of knowledge, go to this webinar, realizing that it will be a bit of a salesman, but they don't go there for an hour. It is recommended to stay 45 minutes to an hour, listen to your sales offer and the offer of your company or you as a trainer who wants to sell access to later paid events. So this question of retirement is very important here. What is important, already during this webinar, you can sell. And here this call-to-action mechanism, this call-to-action function in ClickMeeting, which we discussed in previous lessons, greatly shortens the entire shopping path. First of all, webinars are a perfect magnet for leads because they gather people interested in your event. They reach people who care to learn something specifically from you. And if these people have made so much effort to get to the webinar, regardless of whether it is a live webinar or a thematic webinar, there is a good chance that they will be ready to purchase premium content, i.e. paid content. And when they see such a call-to-action with a call to action encouraging them to go to the landing page, where you can buy access to a paid webinar, where more advanced issues will be discussed. We have already discussed that it will be automatically generated by ClickMeeting. There is a good chance that they will do it. Such a lead magnet works much better than many other lead magnet proposals, such as e-books. And of course, at this stage, it is also worth using the knowledge we have gained in previous lessons about the strategy of price discount codes. Generate a separate discount code for the participants of this webinar. You can also, as part of this call-to-action, which we discussed earlier, for example, introduce an element of pressure. Say that the first 20 people can benefit from a lower price, from more convenient price conditions. You can also create, for example, such a pool of tickets and you can also use this additional option, i.e. these fake clicks, which will additionally introduce such a rivalry element and will make the participants more motivated to take action on which you care. First of all, not every participant, a potential webinar participant, will be able to take part in it live. In addition, some people may miss this sales moment during the webinar, and some will need a moment to think before making a decision. But nothing is lost, because webinars give us great opportunities and especially these automation functions that you have in ClickMeeting will allow you to maintain this contact in a natural way and develop a solid relationship between you and your participants. So, if there is no sale during the webinar, we enter the second path, free webinar communication. The first one, we discussed it during one of the previous lessons, goes to people who took part in the webinar, that is, registered and logged in to the event room. The second one, however, goes to people who registered but did not take part in the event. You can automatically load the webinar recording from the email sent to the participants, add an automatically generated participant certificate, which additionally raises the prestige of your event, allows you to get acquainted with your brand and greatly increases the interest in the webinar itself. Of course, this communication is a great opportunity to once again present your offer of a paid webinar, which is already on the horizon. It is also worth using discount codes and a pool of tickets, which will naturally increase the motivation to make a purchase decision. It is always worth focusing on these loyal recipients and showing them that you care about them in a special way, so they can also use the offers directed to them. Then there is a paid webinar, i.e. crowning this whole scheme. Of course, it is worth using one more function, that is, sending invitations for this paid event to people who are already in your address book, i.e. in our ClickMeeting simplified CRM in your account. I will show you how it works in practice in a moment. After the paid event is over, the earnings do not have to end at all. Let's go back to the previous lesson, during which we discussed the possibility of further recording sales in the form of demand webinars or automatic webinars. In addition, you can also use the Paywall, which will be an additional encouragement, motivation to buy access to content. And this is a complete machine. As you can see, we go from effective knowledge sharing into two parts. Of course, each time, you have to make such a division. Then we create a promotional webinar, which is strictly marketing, but also meritorious. In return for the meritorious knowledge that you pass on to your recipients, you receive leads, i.e. contact data to people who are interested in your offer. And you know it perfectly well, that the leads that we get as part of the marketing webinar are the leads that can be qualified as quite heated, but the next webinars can help you heat them up and encourage you to make a purchase. Yes, in the process of reviving leads, webinars also work great. Nothing stands in the way of creating another branch of this scheme and, for example, the leads that you managed to get, which fell into the address book, invite you to more free webinars on slightly different issues. Because we assume that your paid marketing campaign will be more extensive, you will create many webinars based on your basic knowledge, so it is worth inviting other webinars besides those in which your participants participated, those people who participated in previous events, and each time repeat the scheme of this machine to earn money and present them with an offer, whether it's your paid events or services. Many people who also create paid events on ClickMeeting sell, for example, expert services, legal services, consulting services, or digital products in a different form, or even non-digital products, but goods, and even during paid webinars they are able to use, among others, promote sales, encourage their customers to buy. Now let's take a look at what it all looks like in practice. We go back to the main page of our account, that is, to our command center. I logged into my account, where I prepared the data The user data that you will see is just my imagination, there are no actual customer data here, we take great care of your data, you don't have to worry about it. Creating a free webinar is basically very similar to creating a paid webinar. Of course, in this case, we will create it using the button to choose a live webinar, a requested webinar, or an automated webinar. A live webinar is great as a lead magnet, because we people just like to interact with other people and be aware that this person is sitting on the other side. But many of our clients, and this is also a very important trend in the world of webinar marketing, they don't want to be involved in an automated event, and quite the opposite, they make it look like it's a live event and it makes it possible to scale the activity without increasing the actual physical involvement of you as experts in your field. So I also encourage you to try this strategy. But we will create a live webinar. Promotional. Of course, they follow exactly the same rules as the ones we talked about during the first lesson. If you want to attract as many viewers as possible, it is worth thinking carefully about the title of your event. This title should be, first of all, very eloquent. It should indicate what you are going to talk about. It should point to current events, on the other hand, it can also point to the content called evergreen, i.e. the content that is always up-to-date, especially in the context of a specific industry. Emotions are also an important issue. Here you can also decide whether this event, whether this room is to be limited in time or permanent, so always available. Or open for everyone. And of course, if from the level of this creator you can also switch to the mode of creating a paid event, then we will be in this screen, which we already know perfectly. We want this event to reach as many people as possible, so we mark available to everyone. The same elements that we talked about earlier, i.e. we create a waiting room, we can also disable the waiting room, then it will not be available at all. But it seems to me that in the case of such a promotional, free event, it is even more important than in the case of, for example, this paid event. Because here, these users will not always be so willing to convert as those who paid the money. And indeed, we see quite a big difference here in conversions. What makes the free webinar different, the webinar that is a lead magnet, from the webinar that is paid, is of course the registration page itself. In the case of these paid content, there is no standard registration, because it is more of a field for buying a ticket, and there is the question of the price, the display of the button allowing you to make the purchase, plays the first violin. Here, the most important thing is the field that allows you to save. It is up to us to get the leads, of course, obtained in accordance with the applicable law, including regulations on personal data protection, because it is up to you to ensure that these data are processed in the right way. We serve as a meritorious support. Of course, we have also prepared guides on privacy during webinars. However, such issues as clauses, regulations, this is already an issue that remains on the organizer's side. But most importantly, we turn on the registration. Here, as you can see, this page is to some extent already completed. We have information here that can be supplemented. Some of them may be mandatory, some may be voluntary. However, you can add additional fields, for example, fields for marking. And here we mark whether this field is required or not. And here I imagine that this text may sound, for example, I agree to process my personal data, and so on, and so on, and so on. You can, of course, link your privacy policy. Here we mark politykaprywatności.com and politykaprywatności.com You will probably need one more checkbox. You can also use checkboxes that have more options. So I met with... and here are additional fields. So there are really a lot of options and they make it possible to get rid of your formal duties as those entities that acquire your personal data and then want to process it in accordance with the regulations. There are a lot of these options here. Of course, you can also place segments that will have a more promotional, marketing character. Some recordings here, a field for placing a prelegent biography, additional fields with an event plan. Of course, they also serve as a placeholder. It's up to you what exactly you'll find on them. All of this can be edited. And in fact, this registration page is a very effective, minimalistic landing page that will allow you to process the registration process and on the other hand, also present your offer to get in touch with your brand. Here, the rest of these functions look similar. As in the case of the first lesson, during which we discussed the appearance settings. It's worth spending a moment here on this edition, choosing the right picture in the background, and entering your logo or other graphics that will allow the audience to clearly identify you and also feel a deeper relationship with your brand. And here are the issues related to automation. As I mentioned earlier, they play a very important role, especially those related to follow-up actions. Here we decide whether to add a link to the profile page, and on this page, of course, your future paid events can be announced. You add a certificate for participants. And here's an important thing, you can indicate that this certificate should only be available to people who were at least half or even 95% of your event. Well, here, in fact, you can add a link, because our goal is to attract the audience, and add a recording of the event. This is almost mandatory. You can also always receive feedback from the audience. And here, what's important, you can also add files from your library. Here you can find, for example, transcriptions that we mentioned in the previous lesson. This function, which I mentioned, my account is not integrated, it works very well with free webinars, so there's nothing stopping you from burning two coals on one marketing fire. On the one hand, promote the webinar, and on the other hand, get additional funds, this time in the form of a voluntary payment from people who are grateful And here's a very interesting option, which will come in handy for you, so it's really worth looking at these automated plans. Automatic invitations to upcoming events. You can choose the events to which the audience will be invited. So you can already at the stage of creating a free webinar, if you have created a paid webinar, to which this machine really leads to earn money, mark that these people will get an automatic invitation to this paid webinar. And it will really be another opportunity to increase the chance of conversion. Automatically, they can also get access to all your next webinars, so you will serve both the feedback of leads and the potential sales sector. Then, of course, just click create and invite, but we will move on to the next section, which will be of interest to us, i.e. the address book. As you can see, in ClickMeeting, you don't really need to get the whole machine to earn money or make a relationship with your audience. You don't have to reach for additional tools based on, for example, complicated CRM systems. The address book serves as a simplified CRM. Here are, as I mentioned, fictitious user data who took part in specific events. And now you can, of course, export these contacts. You can also use the add contact option to paste in additional contacts or import them from files, for example, from other marketing tools that you use. And you can also create a group of recipients. Here are some groups. There are also dynamic groups. All recipients who are registered can be grouped in this way and then, for example, invite the entire group of recipients to the next events. And then here, either through a group view or through a participant view, just send an invitation to the next event. And it can be an invitation to your paid webinar. So you have everything here to close this whole sales process. And not only that, because those people who have already gone through the earnings machine once, that is, they took part in a paid event at the beginning, then either bought access in a free event, then either bought access to a paid event during it, or did it at one of the later steps. Or maybe they took part in other free events or after completing another event. For example, they clicked on the link available in the email, they used the discount code you prepared for them. They can go through the same scheme many times and buy access to your next and subsequent events. And most importantly, they can do it not only in the live form, but they can also buy access to tickets for live events, as well as to those in the demand form, and nothing stands in the way to create a fully automated machine in which your preparation process is limited to preparing recordings and distributing them in the form of a webinar in demand or automatic. You automate without using other tools than ClickMeeting. All processes and sales are driven by itself. This is how our machine works to earn money. I strongly encourage you to try how it works in practice, check both free promotional webinars and, of course, paid webinars that will help you earn money. And if you still don't have a ClickMeeting account, just scan this QR code or paste the link you see now and which also goes to your email. If you have a paid account, you have up to 30 days to test this and other ClickMeeting functions that will allow you to earn on your knowledge. See you in the next lesson.