{"id":2727,"date":"2017-02-20T06:03:49","date_gmt":"2017-02-20T14:03:49","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=2727"},"modified":"2019-05-09T11:31:46","modified_gmt":"2019-05-09T18:31:46","slug":"4-rookie-webinar-follow-up-mistakes-that-are-costing-you-money","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/4-rookie-webinar-follow-up-mistakes-that-are-costing-you-money\/","title":{"rendered":"4 Rookie Webinar Follow-Up Mistakes That Are Costing You Money"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">It should never be left as a last-minute, thrown together afterthought because it allows you to check off the final item on your \u201cTo Do\u201d list. <\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">There is money to be made in a properly organized follow-up process.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">After the live event, say you\u2019ve got 38 unsold units out of 100 \u2013 that\u2019s more than a third of your stock waiting to be sold, but you haven\u2019t crafted a follow-up series, yet. What do you do?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ll tell you what NOT to do, first. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do <\/span><b>NOT<\/b><span style=\"font-weight: 400;\"> send off a \u201cquick\u201d Replay email. No. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">By all means, fall into bed the moment your webinar is done and chillax the rest of the evening (how many of you with kids, pets, second or third jobs, and piles of laundry just rolled your eyes at me?). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, save the <\/span><i><span style=\"font-weight: 400;\">Replay email promotion<\/span><\/i><span style=\"font-weight: 400;\"> for the next day, when you have the time and focus to carefully consider your follow-up plan. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are two comprehensive discussions of this subject <\/span><a href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/law-5-echo\/give-audience-replay-give-raise\/\"><b>here<\/b><\/a> <span style=\"font-weight: 400;\">and<\/span> <a href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/use-strategies-follow-email-campaign-send-conversions-roof\/\"><b>here<\/b><\/a><span style=\"font-weight: 400;\">, but today we\u2019re going to consider <\/span><b>4 Rookie Mistakes<\/b><span style=\"font-weight: 400;\"> that we frequently see webinar hosts making in their follow-up campaign.<\/span><\/p>\n<p><b><img loading=\"lazy\" class=\"aligncenter size-full wp-image-2731\" src=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Mistakes.png\" alt=\"You are going to make mistakes and that\u2019s ok. What\u2019s important is to learn from them.\" width=\"1400\" height=\"900\" srcset=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Mistakes.png 1400w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Mistakes-600x386.png 600w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Mistakes-1024x658.png 1024w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Mistakes-300x193.png 300w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Mistakes-696x447.png 696w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Mistakes-1068x687.png 1068w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Mistakes-653x420.png 653w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/>Mistake #1 \u2013 Not offering the replay<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Some webinar hosts ditch the follow-up process altogether and announce upfront that there won\u2019t be a replay after the live event. This strategy is intended to create scarcity with the intent to increase attendance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately, the effectiveness of this approach has been gravely exaggerated.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example\u2026<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Let\u2019s say 100 people register for your webinar and 30 actually show up. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For the next webinar you announce that no recording will be available.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Again, 100 people register, but this time 36 people show up for the event.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Amazing! A 20% increase in attendance! Proof that this strategy works!<\/span><\/p>\n<p><b>Or, is it\u2026?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What about those 64 people that still didn\u2019t show up? We suggest you write <\/span><a href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/use-strategies-follow-email-campaign-send-conversions-roof\/\"><b>a simple 3-email series promoting the webinar replay<\/b><\/a> <span style=\"font-weight: 400;\">that gets at least half of those 64 people to watch the recording. Which, even if you discount the 20% bump in live attendees, still means you get almost double the number of people to watch the webinar.<\/span><\/p>\n<p><b>It IS possible to overuse scarcity<\/b><span style=\"font-weight: 400;\">. There, I said it, I meant, I\u2019m here to represent it!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can certainly argue that if people don\u2019t turn up to your live webinar at 8pm on a Friday night, they\u2019re not really interested in your offer, and that by removing the replay you\u2019re excluding the lookie-loos\u2026<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or, maybe you\u2019re just excluding the people that have a really busy, inflexible, exhausting life?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why we test and this is why we always step back and look at the big picture. A 20% increase in attendance is peanuts if you then exclude a much larger audience who, by registering, have expressed DIRECT INTEREST in your event.<\/span><\/p>\n<p><b>Mistake #2 \u2013 Announcing the replay too early<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Just because you\u2019re going to make a recording of the webinar available doesn\u2019t mean you have to divulge this in advance of your event. Sharing this tidbit of information too early can reduce your attendance rate, for sure.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Replays can be extra effective if positioned correctly (more on this later), but they don\u2019t <\/span><i><span style=\"font-weight: 400;\">usually<\/span><\/i><span style=\"font-weight: 400;\"> convert quite as well as a live event. With this in mind, don\u2019t mention the replay until AFTER your webinar has broadcast.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to handle this is to not bring up the subject. If someone asks you about it, simply ignore the question or say something along the lines of\u2026<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cYes, I\u2019m hoping to make the replay available at some point, but I don\u2019t know precisely when or how long I\u2019ll be leaving it up. To be on the safe side, I would make sure that you attend the live event because I can\u2019t make any guarantees. Plus, I\u2019ve got something special planned for the live event that won\u2019t be included in the replay and you definitely won\u2019t want to miss that.\u201d<\/span><\/i><\/p>\n<p><b>Mistake #3 \u2013 Assuming the no-shows are lukewarm<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Again, we go back to the earlier false assumption that if someone REALLY wants to attend your webinar, they\u2019ll make arrangements to be online no matter what.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The presumption, then, is that if someone doesn\u2019t show up, they are, at best, only mildly interested.<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=lbg6xoS3K3U\"><span style=\"font-weight: 400;\">That\u2019s highly illogical, Captain!<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">But, we all know life doesn\u2019t work like that. Kids get viruses, computers blow up, and spouses demand attention. Or, sometimes kids demand attention, computers get viruses, and spouses blow up!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, don\u2019t treat your \u201cno-shows\u201d as people who aren\u2019t truly interested. If you do that, you\u2019ll write follow-up emails that are lacking in conviction. Instead, think of every no-show as a potential customer who only missed your live event because of some unavoidable disaster. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This approach will result in emails with a totally different, more enticing tone.<\/span><\/p>\n<p><b>Mistake #4 \u2013 Not closing the doors<\/b><\/p>\n<p><span style=\"font-weight: 400;\">At some point, you need to take the webinar replay down and close the shopping cart doors.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">*Scarcity shouldn\u2019t be applied excessively, but that doesn\u2019t mean we don\u2019t wholeheartedly agree that it\u2019s important to apply this strategy in appropriate places.<\/span><\/i><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-2732\" src=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Urgency.png\" alt=\"Scarcity and urgency should used thoughtfully and be well placed and timed.\" width=\"1400\" height=\"900\" srcset=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Urgency.png 1400w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Urgency-600x386.png 600w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Urgency-1024x658.png 1024w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Urgency-300x193.png 300w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Urgency-696x447.png 696w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Urgency-1068x687.png 1068w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/Urgency-653x420.png 653w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/>Exactly when to shut it down is something you can test, but a week should be more than enough time for everyone who is interested to watch the replay and make a decision on your offer.<\/p>\n<p><span style=\"font-weight: 400;\">Send a final email, around 24 hours before you plan to take the replay down, and make sure your reader knows, in no uncertain terms, that this is their last opportunity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t be afraid to really turn turn up the heat with this final email. Remind the reader that they\u2019ve expressed interest because they\u2019re suffering from pain or seeking pleasure and now is the time to decide if they\u2019re REALLY okay with missing out on the promised land!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You shouldn\u2019t try and \u201cguilt\u201d your readers into action or make them feel foolish if they decide to take a pass. Just close those doors firmly and with conviction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">************************************************************************<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ve called these blunders, \u201c<\/span><i><span style=\"font-weight: 400;\">rookie mistakes<\/span><\/i><span style=\"font-weight: 400;\">,\u201d because they\u2019re easy to make. But, in reality, they could just as well have been called \u201c<\/span><i><span style=\"font-weight: 400;\">easy-to-make mistakes that even experienced webinar hosts fall prey to<\/span><\/i><span style=\"font-weight: 400;\">\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It wouldn\u2019t have been as catchy but is equally true.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key point to remember is that your webinar follow-up strategy is not something you do haphazardly, or not at all.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A well-executed webinar follow-up can double your sales or more (in some cases our replays have generated more profits than the live event). This means skimping on the follow-up isn\u2019t so much about leaving money on the table, as it is about closing for business while there\u2019s still a queue of people outside, snaking around the block.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lavish the same love onto your webinar follow-up process as you do the rest of your webinar prep and delivery, and you can look forward to some truly memorable results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Have you had an awesome live event, and now want to automated it? Check out <\/span><a href=\"https:\/\/genesisdigital.krtra.com\/t\/sqcdJpZIhE9c\"><span style=\"font-weight: 400;\">EverWebinar<\/span><\/a><span style=\"font-weight: 400;\"> for some amazing evergreen webinar features!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It should never be left as a last-minute, thrown together afterthought because it allows you to check off the final item on your \u201cTo Do\u201d list. There is money to be made in a properly organized follow-up process. After the live event, say you\u2019ve got 38 unsold units out of 100 \u2013 that\u2019s more than [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2733,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[24,47,23],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Rookie Webinar Follow-Up Mistakes That Are Costing You Money &mdash; Genndi<\/title>\n<meta name=\"description\" content=\"Learn the 4 major mistakes even experienced webinar hosts make during their webinar follow-up campaign that hurts your business and costs you money.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/4-rookie-webinar-follow-up-mistakes-that-are-costing-you-money\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Rookie Webinar Follow-Up Mistakes That Are Costing You Money &mdash; 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