Imagine a webinar that never loses its appeal and continues to capture the attention of your target audience indefinitely.
That’s the magic of evergreen webinars.
This method lets you record your content once, then reap the benefits over and over.
And when paired with a structured webinar funnel, you’re creating an endless lead-generation tool that works around the clock.
In this article, we’ll explore how to create an effective evergreen webinar funnel and how to use it in your marketing efforts.
The Power of Evergreen Content
Evergreen webinars are the cornerstone of a sustainable content strategy.
For instance, a well-executed evergreen webinar on ‘The Basics of SEO’ can continue to attract, inform, and convert new digital marketers for years.
Unlike live webinars, which are one-time events, evergreen webinars are designed to be timeless.
New audiences can gain value from your content long after your first broadcast.
This availability creates a 24/7 lead generation cycle that can dramatically increase your sales and ROI.
Evergreen webinars also free you from constantly creating new material. You can repurpose the webinar into other formats or integrate it into a new marketing campaign.
And the beauty of evergreen webinars is that viewers can learn at their own pace, on their own schedule.
Your brand then becomes a constant presence in your audience’s educational journey. This is crucial given that 81% of consumers want to trust a brand before buying from them.
What is a Webinar Funnel?
A webinar funnel works the same way as a regular sales funnel, but it uses the webinar itself as the main lead magnet.
The funnel guides potential customers from initial awareness to eventual purchase.
It starts with attracting attendees, capturing their information through registration, engaging them with valuable content during the webinar, and then leading them toward a specific action or conversion goal.
In an evergreen webinar, the funnel continues to operate beyond the live event. It nurtures leads automatically and scales your reach as long as the content is still available.
Creating a Seamless Evergreen Webinar Funnel
Building an effective evergreen webinar funnel involves more than just recording a session and putting it online.
It’s about creating a self-sustaining ecosystem that guides prospects through the customer journey.
Using smart automation tools and strategic content placement helps your webinar engage and convert attendees as if it were happening live.
Here’s the step-by-step process on how to build your evergreen funnel:
Step 1: Record Content with Evergreen in Mind
When planning and recording your webinar, make sure it’s timeless.
For example: If you’re in digital marketing, discussing current industry trends has a limited shelf life.
After all, what’s working today might not work two months or two years from now.
Instead, talk about topics your audience will find useful, regardless of when they decide to watch your content.
Some good evergreen topics include the fundamentals of content marketing, strategies for building an email list, and the difference between SEO and PPC.
Your recording should be structured flexibly so you can update parts as needed without redoing the entire webinar.
Think of it like building with blocks—each piece should stand strong on its own but fit perfectly with the others.
The goal of creating evergreen content is for it to be understood by a wide audience – whether they’re industry newcomers or seasoned professionals.
Offer solid, practical advice that has been tested and proven over time. This not only adds value to your webinar but also reinforces your role as a trusted resource.
It helps to use a reliable evergreen webinar platform like AEvent that supports content updates and modifications.
You can upload your recording straight into AEvent and set a specific schedule so your webinar continues to play on autopilot.
Step 2: Automated Lead Capture
Once your recording is ready, you need to create a streamlined lead capture process for people who’ll watch your content.
Your landing pages are the front lines of this process. They serve 2 key functions:
- Highlight the value of your webinar
- Convert prospects into leads (webinar registrants)
When visitors land on your page, they should immediately understand what they will gain from your webinar.
Your messaging should be clear and persuasive to encourage sign-ups.
Simplicity in design and a clear call to action are key. They help with attracting new viewers and potential long-term customers.
After giving their email on your landing page, send your audience a webinar registration email.
This helps gather enough information to effectively segment and nurture leads (without being so cumbersome that it dissuades potential viewers).
You can also use analytics to optimize your registration forms for better performance and higher conversion rates.
There are automated event marketing tools that make this process easier.
Each registration is seamlessly integrated into your customer relationships management (CRM) tool for a continuous flow of data from new sign-ups.
Step 3: Nurture Your Leads
After securing registrations, effective lead nurturing is the next crucial step in your evergreen webinar funnel.
Webinar opt-in sequences can transform a one-time registration into a journey of continuous engagement.
Start with a warm welcome email that reaffirms their decision to register, and introduce them to what they can expect from your evergreen content.
The key is to maintain interest and build rapport over time. You can achieve this by providing additional value through teaser content, related articles, or exclusive insights.
As your audience progresses through the automated email sequence, personalize the communication based on their interactions.
Did they open the last email? Did they click on any links?
Use these behaviors to tailor the follow-up messages, making them more relevant and effective.
It’s not just about the content, but also the timing. The best webinar automation platforms let you set triggers based on user actions or time intervals.
This way, your messages reach the leads when they are most likely to engage.
Step 4: Use a Consistent Call-to-Action
The call-to-action (CTA) serves as a critical conversion point in your evergreen webinar funnel. It’s when a viewer decides whether to engage more with your brand or part ways.
A strong webinar CTA does more than instruct. It also entices.
Place your CTA strategically at a moment of high engagement to encourage viewers to take the next step.
To ensure consistency, your CTAs across various pieces of content should carry a uniform message.
This not only reinforces brand identity but also instills a sense of familiarity, which can boost conversion rates.
Whether the CTA leads to scheduling a consultation, accessing a free resource, or exploring a product, it must resonate with the viewer’s needs and interests at that stage of their journey.
Remember, your CTA is not a one-size-fits-all. It should be tailored to align with the specific content of your webinar.
For example, if your webinar covers the basics of financial planning, your CTA might invite viewers to download an in-depth guide or book a personalized planning session.
This level of specificity makes the action step feel more relevant and compelling.
Step 5: Sell Your Offer
Your offer should be positioned as a natural next step for attendees. Something that solves a problem or fulfills a need highlighted in your webinar content.
Structure your offer to create a sense of urgency, even within the evergreen context.
This could involve limited-time bonuses, exclusive content, or special pricing.
Offers like this encourage viewers to act swiftly and capitalize on the momentum created by your content.
Above all, make sure that the transition from CTA to offer is smooth and logical.
Viewers should feel they are being guided towards something that adds significant value to their lives or businesses.
Your evergreen content should not just educate or inform but also serve as a stepping stone toward the solutions you provide.
How to Get People Into Your Evergreen Webinar Funnel
Once your evergreen webinar and funnel are in place, the focus shifts to driving traffic to this resource.
Your goal is to build steady traffic to your content so you can continuously generate leads and convert them into paying customers.
These are the 3 easiest ways to do it:
SEO for Sustained Traffic
Start by optimizing your webinar landing page for search engines. Research and target keywords that your potential audience is searching for.
Keep in mind that 93% of online experiences start with a search engine. But it’s not just about driving any traffic—it’s about attracting the right traffic.
Use on-page SEO tactics such as meta tags, headings, and high-quality content that include these keywords.
Off-page SEO tactics such as backlinking from reputable sites can also improve your page’s ranking so you’ll get a steady stream of viewers over time.
Paid Advertising Campaigns
While organic traffic is a long-term game, paid advertising can provide immediate results.
Create targeted ad campaigns on platforms like Google, LinkedIn, or Facebook.
These platforms offer sophisticated targeting options, so your ads are seen by people who are most likely to be interested in your content.
One tip is to A/B test your ad copy and creatives to find the most effective combinations.
In addition to direct advertising, leverage content marketing to draw attention to your evergreen webinar.
You can write blog posts that address topics related to your webinar and include calls-to-action (CTAs) that lead to your landing page.
Another method is to produce eBooks that delve deeper into your webinar topic and distribute them through various channels.
Use social media to start conversations around the themes of your webinar, and include snippets or teasers of your content to entice viewers.
Use AEvent for Your Evergreen Webinars
The evergreen webinar funnel is an indispensable strategy in the modern marketer’s toolkit.
It leverages the potential of your content, so each webinar continues to work for you. You can capture leads and drive conversions long after the curtains close on the live event.
With AEvent’s streamlined automation solutions, you can effortlessly implement evergreen webinar funnels into your marketing strategy.
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