How To Get 407 Webinar Registrations And $14,907 In Sales Using A Simple Chatbot
Recently I hosted a live webinar that did just shy of $15,000 in sales (& profit actually).
We had no opt in page. No confirmation page. No webinar broadcast room. And we did no advertising.
We did it all with a simple chatbot and a free Youtube livestream.
Webinar registrants complimented us on how easy and frictionless the signup process was.
Let’s talk about what we did.
But first: I’m not going to claim that sales funnels and emails are dead, because Facebook is ultimately going to have control over our chatbot, and it’d pretty stupid of me not to protect us from any issues on that front.
For that reason we have since implemented a traditional sales funnel and email autoresponder, where the chatbot plays a smaller, complimentary role.
This is a more sustainable solution for us, especially since the webinar does sell a digital product, which is tricky to properly promote without breaking Facebook’s Terms of service, so we use email for the post webinar follow up.
With that said, let’s look how easy it was to setup a chatbot for webinar registrations.
To successfully run a live webinar using nothing but a chatbot and Youtube, here’s what you need.
#1 — Setup a chatbot to take registrations (collect email is optional)
#2 — Drive traffic to your chatbot to get registrants
#3 — Host webinar by simply running a Youtube livestream, for free
So let’s start with #1
#1 — How to setup a chatbot to collect leads
All we had to do was create a simple bot that asked if people wanted to register for the webinar.
Once the user clicked “Yes, sign me up”, they were done.
No email was needed (now we ask for email), in fact apart from that one button click, there was no other input needed at all.
We setup a user attribute (aka a “tag” for email marketers) that told our system they were registered, and from there on we could segment our messages to ONLY go to the people that registered for the webinar.
We sent pre-webinar content, reminders of the livestream, as well as some post-webinar content (this now happens via email).
It was easy for us, as well as the user.
#2–The 6 ways to drive traffic to your chatbot
I’ll admit, we definitely had an advantage as far as getting people to actually use the bot in the first place goes, as we run 2 Facebook groups with a few thousand people.
This allowed us to post a link to the webinar bot, which gave us some traffic to work with.
However not everyone is lucky to have an audience over 10k+ people, so here are some more ways you can get traffic to your bot.
The 6 ways you can drive traffic to your chatbots are:
#1 — Paid advertising
Use paid advertising to drive visitors into your bot via Facebook ads or through any other platform really (if using non-Facebook ads just use the link to your bot).
#2 — Post a clickable link to your bot, this is great as you can do it anywhere online
This is our main way to get chatbot users. We use it in posts in our Facebook group, in the description of the group. In posts from our page, in our emails, everywhere that makes sense.
Email signature would be a cool use case for this.
#3 — Embed your bot on your website
At the time of writing this is now in Beta, but you can use Facebook’s own plugin to run your bot and live chat right on your website.
Any interaction will subscribe the user to your bot, and in this case you’d have to send out an automated message later on asking if they were interested in joining your webinar.
#4 — People clicking the Send Message button on your Facebook’s page
You don’t have much control over this, but it will get you bot users.
#5 — Comment on post trigger
You might have seen these around.
Any post from your FB page can be setup to trigger a message from your bot when someone comments.
As soon as someone comments, a direct message will go out to that person, who will need to respond to that message in order to trigger the bot further.
This will then allow you to pitch your webinar, or whatever it is that you want to offer.
#6 — Parametric codes
We’ve placed a parametric (scannable) code in the cover photo of our Facebook group cover photo, along with simple instructions for how to scan it.
This lets users pull up Messenger, click 2 buttons and scan our code to trigger the webinar registration bot. It’s pretty slick.
By the way, many people don’t know how to scan these yet, so it’s wise to provide instructions if you’re going to use this.
To scan a parametric code: open messenger, tap the “People” tab on the bottom, then “Scan code” somewhere up top.
Again, we really only used the link to our bot (#2) for this first webinar given that we wanted to funnel people from our FB groups into the bot.
As mentioned at the start, since this first webinar we’ve made some tweaks to make it more sustainable.
We’ve integrated the bot with our CRM, so when someone registers for the webinar using the bot, it will ask for their email so that we can properly promote our product after the webinar, without breaking Facebook’s terms of service.
Also, if someone does tell the bot they want to register for the webinar, but they don’t fill in their email, the bot will simply follow up with them 1 minute later.
Nothing obnoxious, just a one-time retargeting message to pick up a few more emails.
After registration we send our pre-webinar content in Messenger, instead of email. This is not promotion-type content, and given the 92% open rates we’ve had up to this point, it’s simply going to get seen a lot more than if we only sent it by email.
There’s an obvious strategy to all this: send everything you are allowed to by Messenger, and the necessary messages that aren’t allowed according to the terms of services, send by email.
It’s better than not sending them at all, and better than getting banned by Facebook.
#3 — Host webinar using a Youtube livestream
This doesn’t have anything to do with bots, but in my circles I see tons of people asking which webinar software to use and I’m just baffled how few people consider Youtube.
You can setup a Youtube livestream in minutes, it will auto-record and post a replay in your Youtube account, it has live chat, and it’s free.
I’ve ran several webinars on Youtube, and they all ran very smoothly.
Not going to cover the details here, but if you were interested in setting this up simply go to your Youtube account, hit the Upload button, and on the right side you’ll see a “LIVE STREAMING” section. Just click that. Make sure you hit “Start Broadcast” to start the recording of your livestream.