We implemented a webinar funnel for Radon and began with two different strategies for driving traffic to it. First, we ran traffic to a video series that led to the webinar, and then we ran ads straight to a landing page to register for the webinar.
We soon discovered that the video series strategy wasn’t performing, the leads were expensive, and there weren’t that many coming through the funnel. We turned it off and switched to focus all of our budget into running ads straight to a landing page for the webinar funnel instead.
We’ve continuously tweaked and refined the funnel over the last several months to improve its performance. One thing we tested that made a huge difference was switching from using static images that were heavily curated, to more organic style video content. The videos showed the inside of Radon’s office and communicated that they’re a reliable company, working to build trust and rapport. In these videos, Radon spoke about the key things that everyone should know when they’re retiring.
We also implemented some different tracking for his funnel to improve our optimization by having Radon create a Calendly to schedule calls. At first, we didn’t have the tracking that was necessary with Calendly to see in Ads Manager which audiences were booking calls, so we were essentially optimizing blind. Introducing Calendly allowed us to shift our budget to the audiences where we were getting the most booked calls.
To improve the quality of booked calls, Radon’s team introduced a text feature on the backend to familiarize the leads with Radon and his business. Prior to their calls, they received texts that would say things such as, “Hi, my name’s Radon, I’m going to be calling you on _____ date,” to begin warming them up. This also helped to improve our call show-up rate.
Additionally, we included a qualifying question in the lead form of his call landing page. Previously, the leads would just enter in their name, phone number, and email and then submit the form. We added in a qualifying question of “Do you have above $500,000 in retirement? Yes or no.” This helped the client better understand who his audience was and he was able to go into the call already knowing how much those leads had in retirement savings.