Webinars are a great way to connect with your audience share tons of value and of course, generate income. Webinars have been around for quite some time and are touted as the number one marketing tactic by some of the biggest names in marketing.
Ryan Deiss at Digital Marketer has used webinars to sell his digital products, as well as many Fortune 500 companies.
Why? Simply because they work.
If you need to show your expertise in a particular subject matter, there’s no better way than getting people to sign up for a webinar and show up at a specific time to watch you educate them on a particular subject.
Why Do Webinars Work So Well?
They work because they are more personal. They give the feeling that everyone is there together and learning by “looking over the shoulder” of the presenter.
I’ve watched tons of webinars over the years and have learned a lot of really great info from them.
I’ve bought courses and products after watching a webinar as I’m sure you have too. I plan on having webinars right here on this site to sell my services in the very near future.
If you’ve ever put on a webinar you know that getting people to register is the real battle. Coming up with the content, putting together the slides or video and selling your product is the easy part. Even if you have a huge email list, it can still be a struggle.
Maybe you have thought about putting a webinar together but the thought of how you would get people to register has you putting it off.
Enter Facebook Ads
In the past, if you wanted people to register for a webinar you mostly had to rely on hitting your list with a few emails.
You could buy advertising with Google Adwords or display ad placements but that approach wasn’t always worth the cost.
You should still email your list, but what about getting NEW people to the webinar? What about hitting up the people who don’t open your emails?
That’s where Facebook comes in.
I have promoted a lot of client webinars with Facebook ads and I can tell you that there is no better way to fill up your webinar with eager registrants than Facebook
Here are My Basic Steps for Running Facebook Ads for a Webinar
1. Run ads to your email custom audience.
2. Run ads to “cold targets” (using interest targets and audience insight data)
3. Run ads to your retargeting lists (everyone that’s visited your website)
4. Run ads to your Fans on your Facebook page.
5. Run ads to everyone who registered (using retargeting and custom audience) to remind them the day before webinar.
6. Run ads to all of those people the day of.
7. Run ads to all registrants that the webinar is starting now.
Oh and make sure you EXCLUDE anyone who has already registered or has clicked on the ad and did not register. No need in showing them the ad again.
After the webinar there is a whole series of new ads that move people to buy your product, but that’s for another blog post.
Run Facebook Ads to People Already On Your List
One great way to take advantage of the power of Facebook ads is to use custom audience targeting. What this means is that you can upload a list in .csv format to Facebook through your Ads Manager and Facebook will match the names on your list to people who are registered on Facebook.
You can only expect about 60-70% of the names on your list to be matched because some people use a different email for Facebook than they did when they got on your list.
Facebook custom audiences are very powerful because they help to pull in the people that might not have opened your email or maybe they just didn’t want to register right then.
Here is how to do this –
First, go to your Ads Manager and click on audiences in the drop-down menu.
After that go to the Create Audience menu, click it and in the drop down menu select custom audience.
After you click that, a box will pop up. On the first box select Customer File.
Then click on Choose a file or copy and paste data.
After this screen you will see a screen where you upload the actual CSV that you download from your email service. Just make sure the data type is set to emails and then click upload. navigate to your CSV file and click upload.
Then give your audience a name. If you downloaded your entire list you can name it something like “Entire List”. I also like to put a date on the audience so that I know when the last time I uploaded a list and I can go and add new emails to the list later.
It takes Facebook a little while to match the names up, and like I said earlier, it will only match maybe 60-70% of the names.
Give it 24 hours or so and the audience should be ready (Probably sooner).
Your email list audience is one of your most valuable audiences to advertise to because they obviously at some point liked you well enough to get on your list. And since they are still there, there’s a good chance they will sign up for the webinar.
Use Facebook Ads to Find New People
If you don’t have a massive email list you probably want to reach some new people to register for your webinar. Heck even if you do have a huge list, bringing in fresh people is always an idea.
So how do you go about finding new people?
One of the best ways is to use Facebooks Interest targeting. The ideal people that you want to come to your webinar probably have liked other Facebook pages dealing with the same subject matter that you are running your webinar about.
Here is an example:
Let’s say you are Tony Robbins. You know the big time self-help guru.
This guy –
Tony is running a webinar on, oh I don’t know, how to have really nice teeth. Okay maybe not that.
Let’s say the webinar is about how to follow your passion and get out of your 9-5 job.
A quick look at Tony’s Facebook page shows that he has over 1.6 million fans (pretty popular guy). I bet he has a really big email list as well.
But let’s say Tony wants to get new people registered for his webinar. Here is how he can find those folks.
Go back to your ads manager and click on Audience Insights in the top menu
Then in the box that comes up click on Everyone on Facebook. You can click on any of them really.
Now look on the left for a section called Interests. There will be a box there for you to type in “Tony Robbins”, select the first interest that comes up for his name.
After you put in your name, remember you are Tony Robbins right now.
You can see a ton of data about the people who like your page. You can see demographic data, page likes, location, even marital status and household income.
What we are most concerned with right now is finding pages that our fans like that we can target with ads about our upcoming webinar.
Click on the top tab “Page Likes” to see similar pages
Sort by Affinity and you will see the pages that are most closely aligned with YOUR audience. You can see pages like The Napoleon Hill Foundation, T. Harv Eker, Frank Kern, and more. These are all pages that can be used in the interest targeting of your webinar ads.
Of course, don’t just take this list as the end-all-be-all. You can further expand by taking the people that show up in this list and putting their page into audience insights and drilling down even further.
In Facebook’s power editor, where you put the interest target you want to target, it will also give you more suggestions in a drop down menu. These are more potential targets.
The amount of targets you can come up with is really up to you and how much time you want to put into it. It also depends on your budget. Just make sure they are relevant to your audience.
I like to put each target into its own ad set so that I can see who sends me the most webinar registrations. And then I can pause the under performing ones and increase the budget on the ones that are working.
Make sure you set up conversion tracking on your “thank you” page and track exactly how your ads are performing.
Then Run Ads to Your Retargeting Lists
The real power in Facebook ads is when you can use retargeting to people who are interacting with your site in some way.
These are people that have landed on your site organically either by coming across a blog post, opting in for a lead magnet or some other form of traffic.
You will want to make sure that you have Facebook retargeting set up on your site and are continuously “pixeling” people.
Once you have the retargeting code on your site, you can create an audience the same way that you created the email custom audience. Except where it asks what type of list you want to create you select website traffic and then create your audience.
There is a lot more involved in creating retargeting lists and I will go over it in future posts.
Just know that having Facebook retargeting working for you will help your marketing efforts almost more than anything else you can do.
Don’t Forget About Your Fans
Another group you will want to run ads to are your existing Facebook page fans. These are people that have taken the time to actually click “Like” on your page and are more than likely going to want to hear more of what you have to say.
Create a separate ad set for your fans and track your cost per conversion on them as well. Just because they are fans doesn’t mean that they will automatically convert the best. Test.
Now Remind Everyone That Registered
If you have retargeting set up on your website and you have an audience created specifically for the “Thank you” page that registrants land on after they register, you are a step ahead. Go ahead pat yourself on the back. Go ahead I’ll wait.
Like I have been saying, retargeting is a super powerful way to market to people on Facebook.
If you have it set up right, you will have an audience built of everyone who landed on the page after they register for the webinar and you can run reminder ads directly to them.
No need in running reminder ads to people who did not register right?
I like to run reminder ads the day before, the day of and about an hour before the webinar starts.
You can send people to the link your webinar service provides for you or you can send them to a page that is specially designed for these reminder ads. You can make it in Leadpages.
Whew…that was a long post! I hope that you got something out of it and learned a little about how powerful Facebook ads can be for webinars.
If you have any questions feel free to post them in the comments below and I will do my best to answer!