Jak zwiększyć konwersję webinarów: 5 kroków automatyzacji (Full Transcript)

[00:00:00] Speaker 1: Hello, my name is Tomasz Bołcuń, I am a brand manager at ClickMeeting and I welcome you to the next webinar organized by ClickMeeting. Today I will talk about how to increase conversions for your webinars, how to increase conversions for your goals, whether it's saving for courses or for sales, using webinars and specifically automation in webinars. I see that we are slowly gathering. I will turn on the presentation. The whole presentation will be conducted in 5 steps, 5 stages, which are worth doing once, and then repeat in the next cycles, because as you will see, it pays off, because then the more you repeat these steps, the more you can get in the conversion. So, let's start from the first step, I wanted to tell you at the beginning that I'm sorry, the slide skipped. Let's start from the first step, from the content, and here a lot has happened recently. We have a lot of tools provided by AI and we can actually generate this content without any restrictions and it seems that it was great. However, it is not so good at all. because the content that we generate in AI has caused social media to be clogged. And not only your users have enough of the content copied and generated in AI, but it also has enough platforms, it has enough Google. Slowly, social media platforms try to block the content generated by people in platforms driven by AI. This is very simple, but this AI stop has become very cumbersome, and as I said, not only algorithms, but also your users have had enough of this content, which are copied, they are not original, they are not created by the creators, but are very effectively copied and copied by AI-driven tools. As I said, surprisingly, Google, which is currently evolving towards such a search engine driven by AI, I would also like to quote the content that is generated in AI. The content that is generated by people is much better, and above all, without limiting it to whether people create it or not, it is more about whether the content is based on the user's real experience and knowledge, on the knowledge of the creator, and they are not only an effective duplication of the content that has been published somewhere, and we just want to join the game. And now I encourage everyone to get to know each other, if you do not yet know these Google search engines, that is, to direct yourself when creating content with your own experience, So take all the things there that come from your own experience, whether it's professional, scientific or life experience. The point is to make it your own experience. Expertise, i.e. knowledge. You certainly have knowledge in your areas and unique, above all, the knowledge that comes from what you do every day, what you have learned, what you have discovered in your business or educational activity. Share this knowledge, expertise, but your own unique one. You have to take care of the authority, that is, if you publish a lot of your own things on the network, then you are subject to assessment later, and the more positive assessments, the more likely the search engines will quote you. If it is only some kind of creative activity, it is difficult to count on high ratings. And credibility. Here, of course, you also have to work on credibility. If the content is not credible, does not base on credible sources, if it is easy to undermine what you say, then it also does not apply to citations by the search engine. Why am I talking about this? Because on the one hand, you have to exist and create content which will be quoted by the search engine, so you need to go to the website where you publish the invitation to your webinar, and on the other hand, this rule also has a positive impact on your viewers. If you follow these rules, I assume that your viewers, whoever they are, they will be more willing to read and click on the content that is based on the articles that Google has presented. If someone would like to know more about how to do it and what it is all about, I have put a link to the blog of Ahrefs on this slide. It is a very exhaustive presentation and I recommend you to use it. Fortunately, we have tools that allow us to share this knowledge and experience and build self-esteem and credibility, certainly by publishing expert articles, instructional films, interviews, podcasts, infographics, LinkedIn recently said to put longer carousels in the posts. And live webinars and recording webinars. This is definitely something that if I tell you now, you assume that I am not a bot, I am not a creation of a man generated in AI. Unfortunately, now you really have to pay attention to it, because the video is not 100% sure that the person who is in the video is real. I assure you that I am real and that is why it is also worth doing, among others, webinars live and use recordings to build your credibility and build the image of a real expert. If you would like to know how to create such content that will be read willingly, if you would like to create webinar topics that will encourage people to come to them, it is definitely worth reaching for the book by Marcus Sheridan. It has been operating on our market for some time now, but all the things that are written in it are still relevant. First of all, you should not avoid difficult questions. If someone asks you, if customers ask you why choose you and not another company, do a webinar about it, introduce yourself and your company. all the questions, how to do it, do you have such a solution, why, how much does it cost, how long will it take me, all these questions are definitely somewhere in your knowledge bases, they definitely flow somewhere to your CRMs, you definitely have them somewhere in your emails, they definitely have them in the heads of sellers, they definitely have them in the heads of lecturers or people who run courses, whoever, in whatever industry you work in, The point is to make these questions authentic, and not just a copy of someone's questions of your competition, just because you noticed that, for example, they do such webinars, they create such content, and that probably if you also do it, and they are leaders, for example, on the market, they will probably come to you for such a webinar, or they will also be happy to click on such content. This is a shortcut, do not do this, reach for this book if you haven't had a chance to look at it yet, there you will find the answer to why it is worth doing so. Okay, but listen, before we move on to automation, it all needs to be configured, fortunately only once, and then, as I said, it should work according to the plan, according to the configuration that you will make. I encourage you to integrate your webinar platform with tools and sources of knowledge, which will allow you to automate this process. Przede wszystkim chodzi tutaj oczywiście o automatyczne zapraszanie waszych grup klientów. Wiecie, jeżeli segmentujecie klientów, jeżeli segmentujecie swoje bazy e-mailowe, no to wiecie z jakich kampanii przyszli, jakie mają zainteresowania i później możecie w sposób w miarę automatyczny segregować i dopasowywać tematy webinarów, na które zapraszacie. Czyli jeżeli po prostu stworzycie już jakiś interesujący temat, też chodzi o to, żeby nie mówić do wszystkich, tylko zapraszać konkretną grupę użytkowników. Później nagrania, które nagracie, możecie publikować w swoich repozytoriach czy na Dropboxie po to, żeby później z nich korzystać w przyszłości, integrować się z mediami społecznościowymi, tak żeby wasze zaproszenia lądowały później automatycznie w waszych kanałach mediów społecznościowych. Analityka, to wszystko warto spiąć, skonfigurować, na początku kosztuje to trochę pracy, czasu, but later, of course, the same configuration is used in the next actions. You create your own ecosystem. If I were to talk about automation, how to configure it and what processes to set, it would take me a separate webinar. I will not focus on it at the moment, but this is a step that must be taken. You can also use Zapier or Make tools when it comes to ClickMeeting and create your own paths with your own tools. As I said, this slide confirms it. Before you start, before you plan the first run, remember to check exactly what tools you have and how you can use them to make this synergy effect work best for you. And of course, if we are already planning an event, we have to promote it. We already have this topic, which is adapted to our target group, to the group of recipients. We did research. And some things, tools that can help us in the promotion are very simple things. For example, in ClickMeeting, a very simple function is to publish your events on the profile page. At the stage of creation, you can mark whether you want the event you are planning to be presented on the profile page. I encourage you to always promote and publish such events. Not everyone will always want to do it, but if you can, do it. This is a screen from our profile page and you can see how many events there are. Here are upcoming events, events that have already taken place, recordings. So there is quite a lot of content and it happens automatically. You don't have to do anything and at webinars.clickmeeting.com these events are visible. If you have an account set up for ClickMeeting, so that it works for you as well. In addition, there is a less well-known function. Here you can see a piece of the interface of the ClickMeeting account management panel. Here you can see that you can copy a piece of code and paste it, for example, on your website, which, if it is kept on WordPress, is very simple. You can paste it and such a form will appear immediately on your website, if it's a landing page or a page where you promote your webinars. Everywhere where you expect people to come who you would like to invite to a given webinar topic. And the point is that, since it is visible, there is already your traffic there. And besides, it is, as I wrote here, one click less. Therefore, this conversion should definitely be higher. So we simplify a bit, shorten the path a bit, I saw many pages of our clients who use this solution and set up registration pages for webinars using this code. In addition, if the event is over, this information is also visible, it does not disappear, it can be seen that this event has already taken place. There is a little bit of a FOMO mechanism, that is, someone sees that he did not make it to the webinar, you can see that the website is alive, something is happening on it, you can see that the next events are planned, the next ones have already taken place before, so it also encourages you to sign up for the next event, which is already in the record, So, such a website is alive, it is also beneficial not only from the point of view of the image, but also from the point of view of Google algorithms, because this content is also changing. Here I gave an example of our website, we made our own additional website, I invite you to visit this website, clickmeeting.com.webinars, there is a gallery of all, actually, I think almost all webinars that took place with us. Duża kopalnia wiedzy, więc możecie sobie zobaczyć, jak można te treści wykorzystywać do tego, żeby budować swój autorytet, wiarygodność i dzielić się wiedzą i doświadczeniem dokładnie z tymi zasadami, o których powiedziałem, do których zachęca, żeby stosować się Google. Another cool gadget, widget, which can be used and which is a built-in function in the ClickMeeting platform, you can additionally place such events buttons that inform you that an event will take place and there is exactly such a clock counting down to zero. This is also a thing that can increase the conversion of notes to your webinars. It's also easy to set up on your site, so you can try and use this tool as well. And what I said earlier, here are the ZAPs showing what can be set in ZAPier, that is, you can set immediately when you create another webinar, another event and plan it, messages can be automatically sent to social media or even Slack, if you keep any channel generally available. And that's where I let myself quote and put a cage in one of our films, because people don't come to the webinar, not because they changed their mind, because, for example, someone registered and didn't come. What could be the reason? Well, it's a prosaic reason, they just don't remember about it and we have to remind them about it all the time. Fortunately, there are tools for this. And above all, the basic tools are e-mail reminders and here you can set the whole sequence. It can be one day before, 30 minutes before, but it is worth sending reminders for 5 minutes before the event itself. We use it all the time, once it happened to us not to turn on such a reminder and we immediately felt it painfully, because the conversion, believe me, fell by half and we had to save the situation later. So remember about it, remember about reminders. Fortunately, you can set it up earlier and it all happens automatically, so the risk of error is much smaller, but you have to set it up first. No i słuchajcie, od jakiegoś czasu mamy już dostępną funkcję przypomnień smsowych i cóż, smsy mają 98% otwieralność, czyli dużo większą skuteczność jeśli chodzi o otwieralność niż maile. Therefore, if you would like to further strengthen this effect, you can use the additional function that is available in Clicking Team, i.e. sending SMS. Someone will say, people do not want to give their phone numbers. I will say this, if someone really wants to appear on your webinar because it is an interesting topic and solves some problem of this person, I am willing to believe in it and I think that such a person will definitely give his phone number to be on this webinar and not forget about it. It's all a matter of motivation. Well, to sum up, I encourage you to do it. Summarizing this stage, of course, I'm not finishing the webinar yet. Publicujcie swoje wydarzenia na stronie profilowej, jeśli tylko możecie, bo czasami z jakiegoś powodu możecie chcieć, żeby to nie było publiczne, dostępne wydarzenie. Ale jeśli tylko możecie, publikujcie, bo to są bardzo pożądane, poszukiwane przez współczesne wyszukiwarki AI-owe jako źródła treści. Webinary takimi źródłami treści na pewno są. Set the registration code of the room on your website, if you can, shorten the registration path and automate reminders. If you set this sequence, then you minimize the risk of forgetting to send a reminder. If it happens automatically, you minimize the risk of error. And of course, you use and send e-mails, SMS, and reminders, as I said before, social media, you can immediately make such a push from automation in your social media and inform people watching. We are in the fourth step, and fortunately, now we have already reached what is SOLO, i.e. the most important element, i.e. conducting the event live. And now, I realize that it is not always possible to adjust to this calendar of your recipients. You will not always be able to appear live. I encourage you to do as many webinars live as possible, but sometimes the calendar doesn't work. Then you can launch an event at a set time, which will be an automatic webinar. As I said before, it may result from a lack of time, but it may also be a repeatable event, e.g. training, product onboarding, and you have a repeatable group, and this event repeats itself cyclically, then it is worth using such an automatic webinar. You have a video recorded earlier and you may not be present at all at such an event, but you can also use such a hybrid model when you are present on the chat and you will talk to the participants and you will focus on answering questions and activity on the chat, while the presentation itself will work automatically. However, you can still use, as I said, I'm sorry, I'll come back to this slide, you can turn on the moderated chat, but you can also set such a function that you will give answers later, after the event itself. It is quite a flexible tool and the fact that you can't be there at a given time does not mean that you don't need it. A very cool solution are automatic webinars, but available not at a given time, but at a request or a request. so you publish a link to this event, someone sends an e-mail and opens the event and there is also a possibility to ask questions. Not only that, after the event is over, you can also automatically redirect the participant to the website that is associated with this webinar and it can be a website for a live webinar, or it can also be a website for contact with your seller or registration for a course. It all depends on what the goal is, i.e. what conversion you want to get for what purpose. These webinars are also a great tool if, for example, you cannot decide what kind of webinar you would like to conduct live. trochę się stresujecie na przykład i zastanawiacie się, który byłby najlepszy, możecie opublikować kilka z nich i zobaczyć, który był najpopularniejszy, który generował pytania, gdzie się ludzie zapisywali, a gdzie się nie zapisywali. Więc to też jest bardzo fajne narzędzie i do testów, i też właśnie do publikowania treści, która później będzie indeksowana przez sztuczną inteligencję, czy w Google'u, czy jakąkolwiek inną platformę, która będzie indeksować wasze treści i podawać w odpowiedziach waszej grupie docelowej. Dlatego tak bardzo ważne jest, aby w ogóle nagrywać wasze wydarzenia. To wydarzenie, które teraz jest, również jest nagrywane i nagranie będziemy publikować i będziemy wykorzystywać później do dalszych działań. If you don't record it, you simply lose a lot of opportunities to generate more content and more webinars. There will be no automatic webinar if you don't have a recording, there will be no webinar at all. What's more, we also have an AI transcription in ClickMeeting and using AI transcription, you can generate, based on the content that you get in this way, another article or ideas for the next presentations of your webinars. because also what is happening during such an event live, what the participants tell you, what questions they ask, sometimes someone gives ideas, sometimes someone gives their own answers to the question that the participants ask you, someone sends a book, so a lot of things are happening and these are not generated by AI, but it is based on someone's experience, it is based on the answers of real people, on their knowledge. So you can't miss this chance, and even if you don't want to publish recordings later, you should record every webinar, so that if you don't want to publish outside, you will definitely use content marketing in your internal activities and not only. No i kolejna sprawa, to co można jeszcze zautomatyzować, możecie zwiększyć zasięg waszych wydarzeń, o ile je na przykład zintegrujecie z platformami streamingowymi czy platformami mediów społecznościowych. Na ClickMeeting możecie nadawać jednocześnie nawet do pięciu platform i tutaj wymieniłem kilka z nich, natomiast to nie są wszystkie, właściwie ta liczba tych dostępnych platform, mediów społecznościowych, na których możecie streamować, jest nieograniczona. Tutaj możecie zajrzeć jeszcze, zachęcam was, żebyście zajrzeli na naszą stronę, There you will learn more about how it works. However, in fact, those platforms that you want to use, if they are even more niche, you can also try to submit to them. As I said, YouTube, Facebook, no problem. You can submit to these example platforms. However, there are definitely more of these platforms. To sum up this step, remember to publish your events on the profile page, automate reminders, publish in social media and share the recording of the webinar. Listen, the fifth step is the last one, it is supposed to serve as a transition to the first step and looping it all so that it will work better for us, more effectively in the next run. because we are rich in content, experience, we have more ideas, that's why we already know how to start better and with what topic, with what content to reach out to our participants, to our clients. And, above all, after the webinar is over, In a very simple way, you can mark in this place the automatic redirection to the website after the event. I used it in today's webinar. After today's webinar, you will be automatically redirected to our website with the webinar rewards. but you can, of course, switch to a website that will suit you, which will promote you, which will, for example, perfectly complement what was happening on the webinar, or redirect people to the website for the next webinar, and in this way it will all loop. Here is an example, if you would like someone to sign up for your course after the webinar, if you run a webinar that promotes content related to a course that is available on your website, then you can automatically redirect these people to the website of such a course, where they will be able to sign up, whether it is paid or free. After the webinar, you will definitely have three groups of users. Tacy, którzy się nie zarejestrowali, czyli wysłaliście wiadomość do waszych uczestników, ale się nie zapisali. Tacy, którzy zapisali się, przepraszam, takich, do których wysłaliście wiadomość i się nie zarejestrowali. Tacy, którzy się zarejestrowali, ale nie byli na webinarze. And of course, the third stage is to have as many people as possible on this webinar. Now, depending on how people reacted to your promotion, you can adjust the communication to these three groups after the webinar. I encourage you, those who came to this webinar, to treat their effort in a special way. and the fact that they were awarded for coming to this webinar. In this case, additional materials, presentations, additional films, some guides or certificates, of course, we cannot forget about it. These are things that your participants will definitely appreciate and they will be more willing to come to the next webinar. Here is another example, you can give a discount or a discount coupon during the presentation, a special promotion that is available only for the webinar participants live. Those who did not come, it is also worth giving them something, However, it can also be said to them directly that if they were, they would get, for example, a guide that was available only for participants or you can write that there was an additional special offer. Let's hope that we will see each other next time and then this person will be able to take advantage of such an offer. So, of course, such things can be done, and you can also set up such a segmentation and personalize the messages that are sent automatically after the ClickMeeting webinar in the account management panel. And here, as I said, I also encourage you to send automatic invitations na kolejne wasze wydarzenia, które są zaplanowane już, i to też w ten sposób zwiększacie sobie konwersję zapisów. Jeżeli wam dobrze poszło podczas takiego webinaru, fajna prezentacja, to jest duże prawdopodobieństwo, że te osoby, które są na tym webinarze, zapiszą się na kolejny. To jest taki przykładowy schemat, to nie jest żaden wzorzec. If you repeat these next steps, you can build your own process of how to prepare, then create an event, then create content or webinars for demand and demand, and then return to the beginning of the closed cycle, generate conversions, which will be the next notes for your next webinars. As I said, you can also automatically set, and this is available in ClickMeeting, the generation of a certificate. I think that every time we have questions on webinars whether a certificate will be available, whether the participants will receive a certificate and whether they will receive a recording. These things can also be automated and we do it at home. I also encourage you to use these functions, because this way you will not forget about it. I went through all five steps, and as you can see, the point is for this cycle to end and for you to repeat it, because if you reach this point, the fifth, and you start sending not to random people, but to participants who have already been to your previous events, for sure this conversion will be much higher, you are no longer anonymous and every time, I guarantee you, because we repeat it, every time you should have more of these users, participants, and this conversion for notes, for your events should be higher, especially that much more interesting content will be created from your webinars than those that are copied by people in AI and processed, because you will be based on experiences and real statements and your own experience, and the experience of the participants who come to your events. Yes, this is the wisdom that I have given you in 5 steps. I would like to be such a wise man, but remember to apply to it. Returning to the beginning of this presentation, webinars provide content that will be appreciated not only by your clients and potential participants of your webinars, but also, to a greater extent, new search engines based on AI, including the largest one, of course, Google. Here I presented AI overviews, it was a question of webinars for psychologists, free webinars for psychologists, and here you have a preview generated, and here are the links of the sources. This list of results in search engines will evolve, it will not look like it does now, there will be more and more AI mode and AI overview, and now you have to fight for search engines to want to quote you, even for your own brand passwords, And here, in fact, these webinars should help you with what I said earlier. And it's not easy. As you can see, the links are dying in this text. So you have to take into account that if you don't follow these rules, the traffic from the organic channel, which is Google, will drop. Well, let's sum up the benefits. If you follow these rules and use these automatic functions, you should have more entries for webinars, more participants on the event, because let's remember about reminders. You will be perceived as professional experts who share expert knowledge. You will build a history by publishing events and not only the participants, but also the search engines will treat you, you will have a higher reputation for sure. Participants will be more willing to come back, as I said in the previous point, that you will get to know each other as an expert and creator, not banal, because based on their own experience and knowledge. More notes for the product presentation. Of course, if it's an interesting presentation that answers the problems of the clients, and you will adapt to what Marcus Sheridan wrote in his book, there will definitely be more of these notes. Well, SEO, GeoIO, Search Engine Optimization, and now there are new words like Generative Engine Optimization and Answer Engine Optimization. It is about the answers and concentration of AI search engines at the moment on answering questions in natural language or voice questions by users and it all evaluates. If you will create this content according to these rules, then these search engines will also be more willing to quote you. Ja dotarłem do końca prezentacji i oczywiście to jest moment na to, żeby odpowiedzieć na wasze pytania i ja w tej chwili pozwolę sobie wyświetlić pierwsze pytanie. Czy jest możliwe, aby było widać, kto otworzył nasze zaproszenie do kolejnego webinaru? A dziś niestety nie ma takiej funkcjonalności. Wysyłamy tym samym kilka razy tym samym osobę zaproszenie. Niestety takiej możliwości na ten moment nie ma. Paracujemy ponad tym, natomiast jeśli chodzi o statystyki, natomiast w tym momencie taka funkcja jest niedostępna. Pozwolę sobie zajrzeć do następnego pytania. What do we gain by sharing the webinar as a live on other platforms? Well, the range. First of all, the range, because if... Besides, there is also a trace after this, after the recording. However, we reach new users, we increase the range. I think that it may be that people who watch you on social media can also sign up for your webinar, but it does not necessarily have to be so. I encourage you to also stream your events on social media platforms. Is it necessary to send a follow-up message with a marketing consent from the participants? Well, it just so happens that you already have this consent in the registration form for your event. if one step has already been taken, so you can invite people who have already come to your webinar, you can invite them to the next event. As for construction, it is worth considering, of course, in your marketing agreements when registering for the webinar, but you can construct such an agreement in the registration form for the event, and I don't see a problem with that. Czy wygenerowanie certyfikatu jest możliwe we własnym szablonie? Można dodać swoje logo, można zmieniać kolory, można dodać grafikę, natomiast żeby tak zmodyfikować, żeby wyglądał zupełnie tak samo jak powiedzmy grafika na waszej stronie, On the other hand, you can turn on your branding, set your logo, you can change colors related to your brand, so you can personalize, but only in this area. I see a lot of questions. Thank you very much for your participation. Zapraszam na kolejne webinary, obserwujcie nasze media społecznościowe, obserwujcie również to, co się dzieje na naszym blogu, bo dużo relacji publikujemy z naszych webinarów na blogu. Obserwujcie również nasz webinar wall, link zostaniecie po tym webinarze automatycznie przekierowani na tę stronę, where there is a gallery of webinars that have already taken place and those that are just coming up are also published there. Thank you very much and see you at our next webinars.