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How to Convert 10% Of Webinar Registrations Using RBS with Bastian Ernst | #040

SWW 40 | Respect-Based Marketing

SWW 40 | Respect-Based Marketing

 

Giving the right message to the right person at the right time is important. Bastian Ernst, CEO and founder of Wild Audience, a marketing company, explains that having a relationship with your audience creates trust and they will see you as their trusted advisor. This approach is called respect-based marketing. It’s basically combining good old relationship marketing with business elements. Bastian says getting the right people to engage before the webinars can increase conversion rates during the live webinar and increase your revenue as well. Bastian dishes out on how to prepare people for your conversion events that allow you to become more relevant, thereby pulling people to engage.

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How to Convert 10% Of Webinar Registrations Using RBS with Bastian Ernst

We just finished up my interview with Bastian Ernst from Wild Audience. I got to admit, I was little a wary and a little nervous about hopping on this podcast. I know Bastian and he reached out to me and he wanted to talk about what he was doing with webinars and how he was leveraging some unique engagement sequences and relationship-based funnels to get a 9% and 10% conversion rates on his webinar. It can get rather complex in terms of segmentation and automation, but I was pleasantly surprised with how this interview turned out.

I’m more all about simplicity, but Bastian’s episode turned out to be fantastic. We jumped into all sorts of important things to talk about including lead scoring and some other cool things that I know you are going to enjoy. When you get to the end of this episode, make sure reach out to Bastian. Let him know you’ve heard him on Sold With Webinars and give some feedback on this episode. Without further ado, let’s jump right into it.

Bastian, what’s up?

I’m super excited. It’s going to be awesome.

I’m super pumped to have you on too. I want you to spend 30 seconds, tell us a little bit about your company and tell us a little bit more about what it is that you actually do. You asked me before if we want to tell your origin story. Go ahead and give us a little bit of background about how you got to this point with Wild Audience.

I own a company called Wild Audience and we are a marketing company. The one thing we are known for is respect-based marketing. That’s a way of marketing. It’s a way of doing business. In the past, I was doing what everyone else was doing. I was using a lot of bonuses. I was content, I was using discounts. I was using all these things, fake scarcity, urgency, and I use everything at the same time. I saw all these other guys doing it. I thought that’s the way to go. It didn’t feel like me. I felt that I’m this pushy salesman and I know a lot of people don’t like that but they keep doing it because everyone else is doing it.

That’s why we did the sagging move and said, “We’re going to start doing something else,” and that’s respect-based marketing. What this is combining good old relationship marketing, respect-based marketing, which are elements of business, which has always been there. Business is relationships with people. Just take that and combine it with extremely advanced and super cool automation to make it super fun. That’s what we do. That’s what Wild Audience is all about.

SWW 40 | Respect-Based Marketing

Respect-Based Marketing: Business is relationships with people. Just take that and combine it with extremely advanced and super cool automation to make it super fun.

I’ve never called it respect-based marketing because that’s your term. I get where you’re coming from. Your whole method is segmentation, giving the right message to the right person at the right time. Am I correct in making that assumption?

That’s totally right.

When I think about that, and we talked about this during our pre-interview. In my mind, I’m all about simplicity. I don’t want to get super complex. I totally get it and I’m going to take the role as the curious student here because I want you to sell me on why I need to be doing this because I’m simplistic. I hate fake scarcity too. I’m a 100% on board with that, but I like simplistic. That’s effective for me. I want to know the pivot point. In my other podcast, Experts Unleashed, I always talk about pivot points, but I’m interested in learning what your pivot point was to get away from old school, direct response, fake scarcity, all that. What was that deciding point for you?

I was doing marketing as I said before, but it was not evergreen. It was based on launches and weekly and monthly promotions. They have happiness and they have X and they have Y, it’s just launched another promotion because I needed to keep up revenue. I used every type of excuse to do a promotion. I was very dependent on these days and promotions and launches. I had a monthly promotion and then this one day this one promotion didn’t work out. I screwed up. Either you screw up or the system, the ESP, maybe doesn’t send all the emails, not in time.

You are 100% dependent on that promotion. If you are entire marketing, your sales activities are based on launches and promotions. That’s what I did. I was like, “My entire revenue was gone and I couldn’t pay my people.” I was like, “It’s good promotions, but I don’t want to be dependent on them.” That’s when I switched to evergreen marketing and respect-based marketing. What we do is we build evergreen systems with an asset mindset. We build assets, everything is evergreen. Then on top of that, we do a promotion but if it doesn’t work out, I’m cool. I have evergreen going on. That’s what the pivot point was for me.

Take me down this journey. We talked about before, you have lots of clients, lots of successful testimonials. We talked about a couple of them, but in particular you talked about one client who had a 9% to 10% conversion rate, but on registrations using one of these relationship funnels with a live webinar. Talk about how that structure was set up. Let’s start off with that marketing funnel and how they get led up to the webinar.

Let’s keep it simple. At the beginning you always want to figure out, and that’s what I help him with is, who is your customer avatar? You choose one or two people, and then you want to build a funnel, a sales experience for this person or these two types of tasks. Who is that person? What is this person’s problem? Then you want to put something out there to attract this type of person through a lead magnet. What we did for this guy is a PDF. It was fifteen pages.

We promote it through Facebook Ads. The webinar was not on front, it was actually in the back end. I used it as a conversion event, not to attract people for lead gen. We have the PDF for lead gen and when they sign up, we usually ask for first name and email address, but we asked for something else. Just one simple question. Everyone fills this out. We have no drop-offs there. “What’s your biggest problem?”

Then with that question, we store that data in our system and we use it to segment people. That helps personalize the experience. He did something else. He added a second survey. We asked a couple of more questions. It was actually four questions, two to five questions, and we use all of this data to personalize the sales experience. “What’s the biggest problem? What’s your goal?” Then three questions related to your business. You can use that later in the email to prepare people for conversion event, which in his case, it was a webinar. That allows you to become relevant because that person feels like, “This personalized and customized to me, that’s relevant to me and because it’s relevant to me, I’m actually going to be engaging.”

That’s the key here. We use webinars a lot. We love them, but what we noticed is if we get the right people to engage before the webinar, that’s how we can increase our conversion rates during the live webinar. Getting the people to engage will always increase your revenue as well. The reason why is because if you think about it, something like a micro investment. If someone signs up for a lead magnet, that’s one micro Investment. If someone clicks on an email, it’s another micro Investment. If you tell people what to do and they do it, these all acts as a little yes and it prepares them for the webinar. That’s what we do. We prepare people for the webinar.

The more micro commitments, the more yeses and the more engagement that you can get. Somebody that’s raising their hand saying, “Bastian, I’m interested in whatever it is that you’re teaching. Give me more.” I want to take a step back though because I want to learn more about your relationship funnel and the core elements that are necessary for that to work. Obviously, this is heavily based on segmentation, true or false?

Very true. Before that, there’s something else and it’s attention. That’s something what Gary V always says. “Attention is the currency of business.” If you think about it, if you try to sell someone and this person on his phone, on WhatsApp talking to someone else, a person is unable to understand and grasp what you say if you sell it. If you know how to maintain people’s attention, that’s when you win. That’s what respect-base market does. How we do this is as you said, segmentation, collecting data, and then being personal. If you’re personal, people show interest and that’s what attention is.

Then once you have that person and that person is showing interest, that’s when you then deliver the close or the sale. I’m curious about this because there has to be this fine line, this delicate dance of how much segmentation is too much segmentation, because with any marketing funnel you can jump in, you can create thousands of branches and different logic as many as you want. Take me back to when you started developing the first iterations of this. How did you decide, “I want to start with this much segmentation?” Take me through that journey of the first iterations.

At the beginning you don’t start up a crazy multichannel funnel with three different channels and three different buckets and segmentation interview one and whatever, lead bucketing. You don’t do that. At the beginning, what I will do is I would create a lead magnet, a PDF, and I would create the webinar and it will bridge the two through an email sequence and that’s cool and of course, the offer. That’s what it takes. Then only later step by step, you add the missing pieces, like segmentation.

That’s only relevant if the type of person you want to attract has different goals. If everyone is the same, which is of course is not the case and you don’t even need it. Everyone has a different problem because everyone is at a different stage when they find out about you, that’s what you want to know and you want to know the goal because everyone has different goal. If you have these two things, that’s enough to personalize enough to be relevant. You have a great deal at user experience, two things, problem and goal. That’s it.

I’m super happy that you said that because in my mind, I’m all about simplicity. Let’s say you start out very basic. Lead magnet webinar. Let’s say the webinar is converting, which means that you’ve at least got an offer that your audience wants. Am I collecting data during that initial test launch, which is the lead magnet webinar?

Am I collecting data that is prepping for the future segmentation and how do I segment? When I’m ready to go ninja and I’m ready to go more relationship-based marketing, I’m starting from step one, which is the basic, sending everybody to the webinar through the lead magnet. In that step, am I collecting different types of information that’s prepping me for the future segmentation?

The way you got to look at this is it is ROI-based. You have your first iteration out there, as simple as possible.Then let’s say you have 100 people, that’s usually the number we would take. People go through the whole thing, check out the webinar. Then we do an as is analysis. How did they perform? What’s the ROI? If it’s working awesome, you don’t need to do anything, but usually it doesn’t work awesome.

The first iteration, the ROI’s not there. That’s how it is in the funnel game. You can’t change it, but what are you going to do is you got to figure out and try to find the problems and then use ninja tactics to make it better. Improve it to increase that ROI. Take it step by step and you always look at the ROI and then try to fix the problems with Ninja tactics if necessary.

SWW 40 | Respect-Based Marketing

Respect-Based Marketing: If you know how to maintain people’s attention, that’s when you win. That’s what respect-base market does.

Let’s say we’re looking at the ROI. We’ve got a funnel, it’s sold products. Do you have benchmarks saying, “If we’re not at breakeven or if we’re not at two to one ROI, then we start going ninja? Talk me through that thought process of when you start to go ninja to improve.

The first goal is always to get it profitable. At the beginning it won’t be profitable. It’s my experience and then you take it step by step. For someone to check out the webinar and buy will have the credit card, the first need is to actually sign up for the webinar. Before signing up, they have to actually click the link before clicking the need to open. You get to fix every single piece until you then fix the conversion problem and the webinar. That’s how you get to look at it, until you get it profitable.

Then you have a profitable and then you say, “It’s converting at X% and you want to get to Y.” Then you would add whatever you want to add. You don’t have to go ninja. You take what’s necessary to make it better and improve it. You have a big pool of options, segmentation, multichannel, Facebook ad retargeting, bots, you have many things. Personalization, inside of the personalization on the website, you can do all these things or you take it step by step.

In this relationship style funnel, what are the most critical elements of making this actually perform based on your system? Is it engagement? What are the elements that make this actually work?

You mentioned we optimize for engagement. That’s what we do because we know if we get the people to engage, we will always increase conversions and sales. If you get more people to click, which is engaging, inside an email to register for a webinar or check out the sales pitch or whatever, if you get more people to click, you will automatically expose more people to the webinar just by getting more people to click, the same amount of traffic. That’s why we always optimize for engagement.

Respect-based marketing does only that. We use different things and that might go into much detail like activation hooks, micro investments, open loops, cliffhangers, all of these frequency selectors, all these things to get people engaged and prepare people and install all the buying beliefs to the people once they are at the webinar, they have most of the buying beliefs installed. Then the webinar is easier for the presenter.

Can you take me through an example of one of your relationship-based marketing funnels? I want to know the before and after. First launch or first iteration, you’re running the test and whether I break even or slightly profitable, but as soon as you started implementing your relationship based systems, what were those results and what were some of those changes? What are the changes that made the biggest impact?

I had a call with one of our clients and they have a huge email list of almost 200,000 people and they are doing webinars very frequently, live and also evergreen. We’re working on the relationship funnel together with them. Their conversion rate was a little bit like 0.9%. Their open rates was below 10%, the click rates were 0.92%. Then after we implemented all these engagement ninja things, we increased open rates from below ten to above 30%. We increased click rate from below 0.91% to 27% in some of the emails. On average, we got it to above 10% from below 1%, and conversions as well. They convert between 4% and 5%, it was 1% before. That’s all because we optimized for engagement.

Your four to five X, they are ultimate end results through this optimization process. Let’s use these guys as an example. Was this a live webinar or an evergreen one?

This was live.

Can you point to the one biggest change that made the biggest impact? In this example, what was the single biggest impact that you had? The single biggest change in the relationship-based funnel?

Clicking, getting people to click. Because clicking is necessary to sign up and register and that’s how we got more people on the webinar. The cool thing about this was this is not something you can teach someone instantly. That’s why we have the preparation going on. Before the webinar, we have a couple of days where people are sold the buying beliefs to established relationships. I mentioned the micro investments. People need to click. We teach them to click, then when we asked them, “Please register for the webinar,” they know it. The single most important thing was increasing click rate from 0.91% to on average throughout the sequence of above 10%. That was a huge thing.

Was it different copy that you’re putting inside of the emails or was it segmentation that made all the difference? What was the change?

The change was mainly based on micro investments and frequencies. For example, there was a sequence going on, an educational sequence where we provided value and established the relationship before the webinar. The sequence was like a little mini course. It was seven lessons. Each lesson, probably what you know is that you send us in one day and then one day after the second one. What they did, they edit the frequency selector where you give people the chance, “Do you want get the next lesson now or in two days?”

You put the steering wheel into their hands and you get them to click, they can choose. That allows us to get people to go through the entire course way faster because someone who is engaged, who actually digs it, loves it, they go through it way faster because they could say, “Yes, now.” They go deeper and faster and you have the micro investment and get them to click. These are two main things because you can also decrease the ROIs because people go through it faster. That’s the main thing. That micro investments are a big takeaway there.

The single biggest thing that I heard you there was powerful, which was give them the steering wheel. Give them the ability. That’s a big thing that’s missing in marketing and I know other people who’ve done this before where you give them the control to choose their own path. It’s super powerful because it’s almost like if somebody is ready to buy now, the general rule of thumb is 2% of your audience is ready to buy right now. If they’re ready to buy now, why withhold it? The chances are you’re probably going to lose them if you put those barriers. Have them choose their own path, consume at their own rate. That’s fantastic.

It’s pretty much like a funnel is nothing else than a world. You as a business owner, you create your own world your own funnel, you are the architect. You design which paths are available, but then you give the steering wheel to lead and then they guide themselves to drive through it with the steering wheel and then choose their own adventure.

My mind is spinning. As an engineer, I’m thinking of all these different combinations and possibilities. You talked about building assets in evergreen. Have you ever tested lead magnet and then maybe you’ve got that drip sequence to an evergreen webinar that is X number of days in the future? Have you ever tested expediting them getting access to the webinar? If they’re like screaming red hot and they want to go plow through the entire thing, they enjoy the content and they want to watch the webinar now. Have you ever tested that?

Like having the trip sequence with the frequencies of experts which they can actually go through it really fast and then having an evergreen webinar? That’s what we’re using right now.

How is it working?

It’s working better than live webinars for us in terms of the amount of time we have to put into and the revenue it generates. That’s our choice right now.

Why do you think that’s true? It’s outperforming your live webinar.

It is, yes. For me, one main thing is not needing to do the live webinar because I’ve done it for almost more than 100 times and we have to tweak the presentation so many times. I’m like, “I don’t want to do it anymore.” For me, that’s a huge win having found the winner and then having people going through it evergreen.

Do you force them to sign up through an evergreen webinar platform? Or they still have to wait for it, or is it truly on demand?

It depends. The instant one, we use a tool called Demio for that. It’s one click without registration. We’re testing this against the Vimeo video, seeing what works better without a webinar platform. Then with the live ones, we actually have cool stuff going on in the bot to get people to show up. We had one click sign up to the webinar through the bot. We sent the data from the email system to the bot system through Zapier, which makes the experience cool. Then you got reminded without any crazy hurts. It was cool.

Let’s keep going on this webinar path, because I know I can guarantee there’s somebody in the audience and they’re like, “I’m running a live webinar each week,” or “I’ve got a webinar funnel,” and I get asked all the time, “How do I increase the show up rates?” What are some tips that people can do now? Let’s say they’ve already got some form of a webinar funnel implemented now. How can they implement a tiny piece of a relationship based marketing funnel to increase the show up rates?

In the past, what we did was we actually started inviting people on Friday for a Thursday webinar. The period in between that was very long and then when we try to shorten that, to just 24 hours before and then actually start inviting people on the same day, that increased show up rates. That was actually for a client, and the increase is crazy just with this approach by shortening the time between the signup because that’s one tip. Another one will be bots. When I’m on my Demio ready to go, and then I know what bot messages we’re about to send out and suddenly people come in because of the bot. It’s crazy. The bot has such a power to get people somewhere really quickly.

Messenger bots is what you’re saying? Is it simple to integrate a messenger bot for reminder sequences?

It’s quite simple. When you send out an invite, let’s say you have an invite to a live webinar to your list, people register, and then on the thank you page after they register, you tell them, “I have a script. I have a summary of something, a PDF, if you want to get it, plus, the reminder, click this button.” We use ManyChat for that, and then they click it, and then they can download the PDF from Facebook Messenger. Then you remind them a day before, an hour before or ten minutes before. That’s what we do. Then also we do it for the post sequences as well to send them the replay.

Bots are amazing. We’ve got a lot of success from people who were using bots. We talked to Molly Keyser on an earlier episode and she was getting 75% or 80 % show up rates on our live webinar because she was using bots. You’re another testament to say you got to do bot marketing. That’s the most attention.

Especially for webinars or Facebook Lives or some event which is timely, use messenger bots.

You’re always experimenting, I’m assuming. I can tell by talking to you, you’re always testing different things. You love marketing, you love tweaking certain things. What do you see in the land of webinars and relationship-based marketing? What are some of the tests that you’re going to be doing in the future or you’re doing that you probably don’t have data on, but things that you think would make a huge impact? I want to be futuristic.

What I’ve been working on is a new webinar funnel, for Wild Audience. It’s just tweaking up the webinar experience a little bit. Having a lead magnet, PDF, then on the thank you page already presenting the webinar. People who want us, watch it. They can do it instantly after signup and then having the RBS after that webinar. RBS is the email sequence, where you install the beliefs, establish the relationship, and so on. We have that after the initial webinar and then you can drop into the webinar again or to a sales page. That’s what we’re testing right now and I’m super excited for the results because we have a front end, a small product at the beginning and it worked so well that we thought why don’t we put that webinar right at the beginning then stack the email sequence after? We have to connect two touchpoints where we can sell people a product.

How much is the price point of your products right now for that first flow?

The front end, what we have right now is $12, but then there’s an upsell one and two. Then the core is around $1,000. For this test, which I’m working on now, we’re actually going to sell the $1,000 product right on the thank you page.

SWW 40 | Respect-Based Marketing

Respect-Based Marketing: You as a business owner, you create your own world your own funnel, you are the architect.

Let’s see how it works. I can give you my thoughts on it. I think it’s going to work very well. You’re going to see it more in the long term. I don’t know how many sales you would get immediately, but I’ve seen this work time and time again, especially when you’re building long-term assets and long-term relationships, is you want your audience to know that you have stuff to sell them and not be free loaders. Letting them know that you’ve got $1,000 product upfront, but you’re still giving them value.

It’s at least price-anchored and it lets them know that you have value and you’re a company, number one, you’re a business, so you sell stuff, but you’re not just selling $10, $12 trinkets. I think it’s going to work very, very well. We were planning to test something very similar, framing it in the beginning as like, “Watch this replay,” and on the thank you page put the webinar replay rather than having a live webinar.

What’s your most fun, best webinar thing? What do you run right now?

We’re building a new webinar right for our Webinar Vault Program. We’ve launched our membership site, a $97 a month. We’re breaking down all these webinars, we’re giving our training in there and our software, the whole nine yards. We’ll be launching a new webinar for that very, very soon and we’re going to be testing some cool things with that.

That’s our project now. I’m pretty excited about it. You got me excited about complex marketing funnels a little bit. I’m not going to lie. I don’t ever preach the idea of complex marketing funnels, but I get the idea of building relationships and delivering the right message, the right person at the right time. That’s ultimately what you do and you’re obviously very accomplished at it.

It’s what you said. If you have a webinar and you focus on the webinar, but after the webinar, what do you do with people who don’t convert? How do you stay in contact? We call it the Evergreen Newsletter, meaning it’s a once a week email, but it’s evergreen, meaning people who sign up, after the first email list, they still get that. Then having in the PS section, having two different call to actions, one for people who’ve already bought the frontend and one call to action for someone who hasn’t bought anything.That’s segmentation, that’s personalization, and that’s how you are relevant by offering the product to the right person. This is a very simple stuff.

I was going to ask you what you do with the people who don’t buy, because that’s an important segment. You dump them on your weekly newsletter?

Our approach it like this. We have our core funnel, which is usually seven emails and that prepares people for a webinar. Of course the majority of people won’t buy, so what do you do with people? What we do is we have an Evergreen newsletter, where we send one email a week, but this is multichannel, meaning there’s also a Facebook ad buttons on. Then we launch conversion events dynamically. We track the lead score, which is like an active campaign trail that someone can do. Once someone hits certain thresholds, we launch an invite to another webinar. We launch a three-day evergreen promotion. “You get this product for free if you buy the core.” That’s based on how much they engage in the evergreen newsletter.

We even talk about lead scoring. I’ve never talked about lead scoring. How important is that? Is that a critical part of RBS?

For me, in terms of doing webinars, I loved it so much. Just before the webinar was going on, it’s going through the registrations to check the lead score and by checking out what the lead score is on average, I knew how successful the webinar’s going to be and how much fun it’s going to be. I know if I have this type of people there with this type of lead score, I know the engagement is going to be way more up. I’m going to have way more fun. Then I see there’s not many people having a high lead score and I’m like, “It’s going to be a super boring webinar.”

I want to take a little bit of a tangent here because I want to talk about lead scoring. It’s super important, especially it relates very well to what we’re talking about here. I’ve never talked about lead scoring. What are your rules for increasing a lead score? Let’s start very basic because I might have some marketers that are on this webinar. Give me a quick ten-second rundown of what lead scoring is and then let’s talk about what constitutes increase in the lead score.

A lead score is showing you how engaged people are with what you put out there, your content. The higher the lead score is, the more people engage with you and your content. Of course, it’s important that you get the right people to engage because you can get someone really engaged and it’s going to be an intern who doesn’t have any money and you won’t be able to sell that person. Always take this into account. Maybe it’s a CEO who is busy, it’s not going to have a high lead score. You got to take this into account, but it gives you a good idea of where this person is that in the journey.

What you do if you set up a lead scoring system and usually the ESP, Email Service Provider, has this feature. It’s not something you built yourself or buy in or whatever. You set up rules for what do you give at what points? What we usually do is we give points for it. We don’t give points for opening because everyone opens in archives then also with the Pixel which tracks the opening of these functions, it doesn’t work. We only give points for actual actions like clicking a link, visiting the sales page, signing up for a lead magnet, signing and registering for a webinar. For example, what we do is we give a five points for clicking a link, twenty points for a sales page visit, 100 points for buying the front end. That’s how we do it.

How do you leverage your lead scores to make your campaigns more effective?

The way we do this scoring the most is to launch conversion-based promotions. For example, if I do a birthday promotion or if I do a Day of Happiness promotion or I offer a 10% discount or whatever, I’m not going to offer this to everyone. Because I know someone who has lead score zero, this person has not been exposed to my world, he doesn’t have to be buying beliefs because I know someone will only buy once they have necessarily beliefs in their mind.

That’s my approach. I only sell to people who have a specific lead score. That’s one thing for one-off broadcast style of promotions and another thing is we do dynamic promotions, meaning they launch an evergreen basis. Once someone hits a certain lead scoring thresholds, like 75 points, the first promotion is going to be sent out. That’s an example.

How do those perform in terms of ROI conversion?

The idea to sell to someone that doesn’t even open your emails or doesn’t click, doesn’t make sense. That is why we first have the lead score and once we launch people into this conversion event, we see click rates and open rates and engagement rates and binaries we will hire versus campaigns which are sent out to everyone. It’s very simple. It’s easy to understand because if you send out 10,000 email and then 5,000 emails to people who are not interested or they’re not active, it will dilute your numbers. If you send the same email to a small segment of your list, which is active and has high lead score, your numbers will go up.

I haven’t done anything like that in inside of my CRM, but I’m glad you mentioned it. Do you ever base your webinar invite emails to lead score? Is that one of the ways that you try to increase lead scoring? You’ll invite everybody?

Two different parts here. Let’s say if I have a free course type email sequence, I have call to actions to the webinar. Everyone will see these call to actions who we subscribed to this course here. Someone goes through the course who doesn’t buy, they end up in evergreen newsletter. When do you invite them again? That’s where I use the lead score. Once I know they check out this article and this video and this thing, then I’m going to do it, then I’m going to invite them.

The reason for that is buying beliefs. I know the question is what do I need someone to believe before they can accept the decision or the desire of your product of service? That’s what the email sequence and so on, the content and the free content which you put out there, that’s why you do that. You want to install these findings? Then once they are there, then the invite comes at the right time.

Bastian, we’ve talked about a ton. We went deep into your relationship funnel, segmentation, lead scoring, building assets, automation and evergreen assets who are super important. All of this has led to your clients getting as much as a 9% to 10 % conversion rate on their webinars. We even talked about having your audience drive the wheel, take the steering wheel and go through the funnel.

Those people who are ready to buy now or even if they’re not in it necessarily ready to buy now, but they’re on a fast track to consume and then push themselves up to that 2% of the audience who is ready to buy now. That’s super fantastic. Did we miss anything? Is there anything else that we didn’t talk about?

We touched all the crucial points, I’m pretty happy with the outcome.

Where can people connect with you? Let’s plug it for a little bit and have people connect.

Pretty much the best thing to do is to go to WildAudience.com/podcast. There you will be able to access and download a PDF. You need to sign up and then you get the PDF and that’s a summary of what we talked about. That’s what this PDF is. If you want to learn how to get a summary of that, then check out the PDF. Then the best part about this is that you see the whole thing in action, you will see that the website will be personalized. You will see that the ad and the content in the email will be based on the answers you give me on the questions.The whole thing, the steering wheel thing in action. That’s probably pretty exciting for you. Check it out.

Go check out Bash and let them know that you heard him on a Sold with Webinars. Bastian, I had a blast. Hopefully, you had fun too talking about your relationship funnel. There are lots of value that we talked about. I’m super stoked you joined us and you reached out. That’s going to do it for our episode, everybody. Like I said, go check out Bastian, connect with him. Follow him. He’s doing some amazing things. He is a super smart marketer and it’s been a blast. Until next time, we’ll see you on the next episode.

Thanks so much for being here. We hope you enjoyed our episode and we look forward to giving you the next one. You can also follow and watch the behind scenes look at how I’m personal launching a brand new six and seven-figure product from scratch at SoldWithWebinars.com/TV. If you’d like to come hang out with other fellow experts, join our Facebook group at SoldWithWebinars.com/Experts. Join us next time and I’ll see you there.

Important Links:

About Bastian Ernst

SWW 40 | Respect-Based MarketingLet me take you back to 2015..

At the time, I worked for the guy next to me in the image above.

His name is Steli Efti.

He throws the party at Close.io. A YC company.

That’s where my journey began..

I lived a typical Silicon Valley life ..

I shared a garage with 3 other entrepreneurs ..
(4 on weekends ..)

Hustling at day time ..

And coding at night..

Oh man, 2015 went by fast..

At the end of 2015, I had to make a decision..

Stay in Palo Alto and commit to my job..

Or burn the bridges and jump into cold water..

No easy decision..

I tell you.

I loved Steli and Close.io but I also knew that something was waiting for me out there..

I had to do it..

Packed up.

Booked a flight.

Off I was..

Next stop: Santa Teresa, Costa Rica.

I knew where I wanted to be in a couple of years time..

Working on “real-world” problems.

Look..

I’m super passionate about two things ..

1) Our planet (environment)
2) Marketing Technology

So why on earth am I building Relationship Funnels..?

Good question 🙂

I see life like a butterfly..

It has different stages and each stage contributes to & builds the next stage.

I’m right now at stage #1.
(out of three ..)

What is stage #1?

Well..

This is where you come into my life..

But back to Costa Rica..

I worked from this Yoga temple right from the beach.

Yes. Not. Kidding.

This one day I talked to a friend over Skype.

He is a meditation guru & helps people to become more zen over the internet.

Let’s call him Harry, shall we?

Harry needed some input on how to sell his products & services on a daily basis..

He wanted a funnel (engine) that builds up a relationship and then sells his audience a solution to their problem.

That’s it.

Oh! And it should happen every single day..

Of course, Harry..

And guess what..?

I did what all good friends do..

I helped him create his funnel.

And voila..

Wild Audience was born.

I registered the domain while I was in Panama.

And got my first paying customer in Columbia..

.. Without having even started building my product.

Wait a minute, Bastian..

How did you get your first paying customer before you started working on your product..?

Good question, Sherlock 🙂

This is how I did it..

I wrote one blog post.

Just one.

This one.

The blog post is very much related to my paid offerings.

It’s like a very light (light, light) version of it.

Everyone who shows interest for this blog post, qualifies as a lead for my product.

I went on to promote it.

I used a simple & free traffic strategy called Facebook Groups.

It worked like a charm..

47 people signed up..

And a couple of days later, I got my first Stripe email..

“Congratulations! You have just received a payment of $97.”..

Oh snap!

I had a problem..

A customer but no product..

But before I tell you what happened next..

Here’s something to chew on..

After I split apart from my mentor & job in Silicon Valley..

It took 6 months and 3 pivots until I found myself in the situation above.

Starting a project (that eventually finances your life) is damn hard.

Harder than I imagined.

I had no-one to guide me anymore..

I didn’t know what product to offer..

Or how to make money..

The reason I moved down south was not the beaches or salsa dancing..

But to decrease my costs and increase my runway..

No job, no income.

I had to create something fast..

I knew I was good at..

1) Writing stuff
2) Tech Marketing
3) Zagging

I mixed everything together..

Iterated. Made mistakes. Analyzed feedback. Improved..

.. And picked up momentum.

Small successes turned into bigger ones..

Until people started to notice me.

They posted about me on Facebook..
(like Jeannette..)

They recommended my stuff to their friends..

And they sent me emails like this one..

In short..

My stuff seems to work.

People love it and get results with it..

Just like Joe does..

Now..

What is my marketing approach?

I have one single focus at the beginning..

To bond with a new lead.
(establish a relationship..)

Why?

If you have a relationship with your audience..

You’re able to create trust.

Your people will see you as the expert.

Their advisor.

And that’s what you aim for..

You want to become your audience’s trusted advisor.

This approach is called Respect-Based Marketing.

I coined this term.
(even got the .com domain..)

But it’s nothing new.

Respect-Based Marketing is heavily based on good old never-changing business elements like relationship & trust.

Business = Relationship between people.

Never forget that.

Are you ready to help, advise & guide your people before money has changed hands..?

Think about it..

Are you willing to do that?

Because I am.

The game is simple.

If I work extremely hard to deliver pure value to you. If I show you that I really care..

You will care back 🙂

If you mix Respect-Based Marketing with funnel-wudhu, you end up receiving emails like I did above..

Now let me show you how to do that ..

It is my hope that we can all learn from one another! I hope you have enjoyed this episode of Sold With Webinars. Please let me know how I can be of service to you! Go Crush It , Joel

Joel Erway is a real deal webinar coach and expert. He helps craft webinars, sales pitches, messaging, and funnels as well as designs programs that get conversions. It’s no wonder why he’s the go-to consultant for many of the top performing digital marketing sales and lead generation webinars.

Joel has touched hundreds of webinars and sales presentations in the past ten years with clients doing doing eight and seven-figures and countless others doing multiple six-figures! Check out his Sold With Webinars podcast at http://thewebinaragency.com/podcast/. And his new podcast, Experts Unleashed: http://expertsunleashed.com/podcasts.

Whether you’re a webinar skeptic or believer, or just need your curiosity satisfied, this episode gives an in-depth look at how and why this genius marketing tool delivers tremendous value to any business. Please visit our website for more information, www.thewebinaragency.com.

In his spare time, Joel is an avid reader and market researcher. He enjoys traveling and spending quality time with his family in upstate NY.

He is really excited to add to his services - live webinar/marketing intensive workshops! Be on the look out for the next one!

Check out The Webinar Vault - a compilation of webinar critiques along with our new webinar building software, Slide Sell, here: www.soldwithwebinars.com

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