Running a business is no easy task, especially when you have high aspirations but don’t want to prioritize work over your passions or family. How can you avoid losing business potential while still being able to turn off your laptop at a specific time and enjoy life guilt-free? The answer lies in using evergreen webinars to automate your sales and generate revenue without the need for constant involvement in promotion.
In this article, we will focus on how to utilize one of the most effective tools for selling products online: the evergreen webinar. Shortly, you’ll discover how to earn money even when you’re on vacation with your family, relaxing on a beach, or watching a movie at the cinema.
What is an Evergreen Webinar?
As you might already know, an evergreen webinar is one of the most effective tools for selling digital products. But what exactly does it entail? An evergreen webinar is a pre-recorded presentation that can be shared at any time, allowing your potential customers to watch it live or on-demand, regardless of the time of day. This means your educational content is available 24/7, increasing the chances of making a sale.
The beauty of evergreen webinars lies in their ability to deliver consistent, high-quality presentations to your audience without the need for live interaction. This consistency ensures that every viewer experiences the same polished, well-crafted content, which can significantly enhance your brand’s image and reliability.
Of course, the evergreen webinar is not the only effective tool. It’s also worth exploring Video Sales Letters (VSLs), which we discussed in a previous article.
Evergreen Webinar vs. Live Webinar
How does an evergreen webinar differ from a live webinar? Both types share a similar format and goal. You can use the same webinar platforms for both, such as eWebinar, Demio, or EasyWebinar. The content presented in both types can be quite similar—from introductory to advanced topics, case studies, or product demonstrations.
However, they differ in terms of broadcast timing and interaction with participants. As mentioned, evergreen webinars are pre-recorded and available on-demand, allowing participants to watch them at any time, providing significant time flexibility. On the other hand, live webinars occur at a specific time, requiring participants to adjust to the schedule.
One of the key distinctions between the two formats is the level of interactivity. Live webinars allow for real-time questions, answers, and discussions, fostering a sense of immediacy and connection with the audience. This can be particularly beneficial for complex topics or industries where personalized advice and direct engagement are highly valued.
On the flip side, evergreen webinars excel in scalability and efficiency. Since they are pre-recorded, you can deliver a flawless presentation without the pressure of performing live. This also means you can reach a global audience across different time zones without being tied to a specific schedule.
The scalability and time efficiency of evergreen webinars are undeniable advantages for creators. A webinar recorded once can generate leads and sales for a long time without the need for the host to engage in additional sessions.
Therefore, evergreen webinars can be a powerful tool for automating marketing and sales. However, live webinars allow for a more personal connection with the audience, potentially increasing engagement and conversion among participants who value direct contact with an expert.
What Should You Choose?
The choice between evergreen webinars and live webinars depends on your goals and your audience’s preferences.
Evergreen webinars are ideal for those who want to scale their marketing and sales efforts without needing to engage in new sessions continually. They are particularly effective for businesses with evergreen products—those that remain relevant and in demand over long periods.
Live webinars, on the other hand, are perfect for creators who want to build deeper relationships with their audience through direct interaction. This format is also well-suited for launches, limited-time offers, or topics that require immediate feedback and discussion. Importantly, both formats can coexist effectively in a marketing strategy, complementing each other and offering various benefits for both creators and participants.
A hybrid approach can be particularly powerful. For example, you might use live webinars to engage with your most loyal or high-value customers, then transition those sessions into evergreen content that continues to generate leads and sales over time. This way, you benefit from both the immediacy of live interaction and the long-term value of evergreen content.
Why Invest in Evergreen Webinars?
The answer is obvious—because it works! But if you need specific reasons, here they are:
Sales Automation
Evergreen webinars operate without your direct involvement. A webinar created once can generate sales for months. While you relax or develop another business, your evergreen sales funnel is earning money for you. The automation provided by evergreen webinars extends beyond just the presentation itself. When integrated with other automated systems, such as email marketing and CRM tools, you can create a fully automated sales pipeline. This means that leads generated from the webinar are automatically nurtured through follow-up emails, offers, and reminders, all without you lifting a finger.
Business Scalability
Since you are not time-constrained, you can reach a larger audience worldwide. With live webinars, your reach is often limited by time zones and your availability. However, with evergreen webinars, you can target a global audience, allowing anyone, anywhere, to access your content at their convenience. This scalability is a significant advantage, especially for businesses aiming for international growth.
Expanding Reach
Evergreen webinars allow you to attract new customers who could not attend your previous live webinars. By making your content available on-demand, you provide potential customers with more opportunities to engage with your brand. This can be especially beneficial for those in different time zones or with unpredictable schedules.
Cost Reduction
Organizing live webinars often involves additional costs, such as promotion, participant registration, or logistics. An evergreen webinar eliminates these costs, allowing for a one-time investment in a high-quality recording. Moreover, the cost-effectiveness of evergreen webinars doesn’t just stem from the reduction in logistical expenses. Because the content is reusable, you save time and resources that would otherwise be spent on planning and delivering multiple live sessions. This allows you to focus on other critical aspects of your business, such as product development, customer service, or expanding your marketing efforts.
Consistent Revenue
With the constant availability of evergreen webinars, your business can generate continuous income, regardless of seasonality or your personal involvement. Doesn’t that sound great? You’re swimming in the pool with your family, and your business is generating profits without your participation. The consistent revenue stream provided by evergreen webinars is especially valuable for businesses with subscription models or ongoing services. By continually driving new leads through the webinar funnel, you can maintain a steady flow of customers, reducing the volatility often associated with seasonal sales cycles.
Example of an Evergreen Webinar #1: Case Study
Amy Porterfield is an expert in online marketing and runs popular courses and podcasts. She uses evergreen webinars to promote her courses, such as “Digital Course Academy” and “List Builders Society.” With pre-recorded webinars available on-demand, Amy can reach more people worldwide while saving time and increasing revenue. Want to see Amy’s strategy in action?
Amy promotes her evergreen webinars as free training sessions. Interested individuals can choose a date and time from several available options. Of course, the events don’t occur live—Amy uses automated webinar sessions that look exactly like live videos but are played at the subscriber’s chosen time.
If you want to see more, click here.
How Do Evergreen Webinar Funnels Work?
Evergreen webinar funnels can be quite sophisticated. Amy Porterfield understands the concept of this tool very well and uses every opportunity to learn more about her potential clients while also sharing information about herself.
Immediately after a user registers for the event, Amy asks them a question. If the user responds, Amy can use this answer in email communication at later stages of the funnel.
Next, the user is taken to a confirmation page where Amy has placed a short video encouraging participation in the event and introducing herself. This is an excellent moment to confirm your expertise and present yourself as an authority. To increase the chances that the registered person will attend the webinar, Amy also mentions bonuses that each participant will receive just before the transmission starts.
Automated Emails
After signing up for the event, the user begins receiving automated emails from Amy based on predefined conditions. This is a crucial part that should not be overlooked, and Amy understands this perfectly.
It’s not enough to simply remind someone, “Hey, we’ll see you live soon” and thank them for attending after the event. Exciting messages do the job. Did you know that Apresly uses artificial intelligence to create personalized messages that cater to your customers’ needs and emotions? This makes your messages more persuasive and effective. See how Amy appeals to emotions and uses persuasion in her communication to increase participant engagement. Can you feel it?
The automatic email sequence allows for sending reminders about the event and access details, but it’s also an integral part of the sales funnel. You can enhance your emails by using special countdown timers to the event. Apresly makes this possible.
After the webinar ends, participants automatically go through a pre-prepared sales funnel. Here, again, Apresly offers a helping hand. It enables you to create an effective funnel using tools such as follow-ups, one-time offers, and additional educational materials to increase conversion.
We’ll soon cover how to write an effective sales email sequence. For now, it’s important to know that everything happens automatically. You only need to prepare the funnel once, and the results will translate into future sales.
Examples #2 and #3 of Evergreen Webinars
While Amy Porterfield does this very well, she is not the only creator using evergreen webinars as a marketing tool.
Pat Flynn also utilizes the powerful tool of evergreen webinars. Unlike Amy, Pat doesn’t give the audience the option to choose a date. This approach can result in much higher attendance, as participants, fearing FOMO, will want to join Pat “live” at any cost. However, his sales funnel is quite similar, which proves that it really works.
Interesting? Find more here.
The previous examples were about free events. However, we’ll soon show you that this also makes sense when you want participants to pay. A great example is Carrie Olsen, a voice actress and creator of the Voiceover Success Intensive program. Carrie uses an evergreen webinar on the sales page for her paid content. You should know that her first four webinars resulted in sales totaling $18,000! That’s impressive, right?
Check it out and click here.
How to Prepare an Effective Evergreen Webinar
Now that you know what an evergreen webinar is and how it works in practice, it’s time to learn how to prepare one.
Research and Set a Single Goal
Start by researching your industry and checking how others do it. This is a great opportunity to learn about your competition and find out what to avoid and what to focus on. Based on your research, refine your goal. Ask yourself what you want to achieve with evergreen webinars: Increase brand awareness, promote your latest product, or perhaps sell a premium service?
Choose the Right Topic and Present Yourself as an Expert
Start with the topic of the webinar. Choose one that is evergreen—meaning always relevant and interesting to your target audience. Avoid seasonal or temporary trends. Focus on your niche where you are an expert. Moreover, during the webinar, build trust in your brand. Share valuable information, answer pre-collected questions, and present case studies of your clients. Show that you are an authority in your field.
Professional Material and Quality Recording
Ensure the production quality is top-notch. Professional video and audio quality is the foundation of an effective webinar. Invest in the right equipment and recording software, and analyze what the available webinar platforms offer before making a decision. Also, remember that the length of the webinar matters. Try to keep the audience engaged, but at the same time, don’t drag the presentation out. The optimal duration for an evergreen webinar is usually between 30 to 60 minutes.
One of the key elements of a successful evergreen webinar is, of course, its content. Make sure your content is valuable. Use various formats, such as videos, presentations, case studies, and interactive quizzes. Pay attention to the high quality of the recording and the visual elements of the presentation. Like Amy, use graphics, bullet points, and examples that make the topic easier to understand.
Although the webinar is pre-recorded, try to engage viewers by asking rhetorical questions, encouraging them to take notes, and offering additional materials to download. You can also invite them to join a discussion group or forum where they can ask questions and share experiences.
Necessary Tools
Of course, recording alone is not enough. You will also need a website builder to create a page with a registration form for the event. You’ll also need a mailing system to send messages to registered participants and tools to support creating the sales funnel, such as Apresly.
Effective Call-to-Action
At the end of the webinar, present a clear and compelling call-to-action. This could be an invitation to purchase a course, register for another training session, or download an e-book. The call-to-action should be specific and easy to execute, just like Amy did.
Participant Feedback and Reviews
After each webinar, gather feedback from participants. This will help you understand what works and what needs improvement. Use this information to continuously refine your webinars and also to share positive reviews with the world.
Promoting Your Evergreen Webinar
No matter how well-produced your webinar is, it won’t be effective unless people know about it.
Promotion is key to driving traffic to your evergreen webinar. Leverage multiple channels to reach your target audience, including email marketing, social media, and paid advertising.
Create teaser content—such as blog posts, short videos, or infographics—that highlights the value of the webinar. Use these teasers to generate interest and direct potential participants to your registration page. Collaborate with influencers or partners in your industry to broaden your reach and tap into new audiences.
Additionally, consider implementing a referral program where existing attendees can earn rewards for bringing in new participants. This not only increases your webinar’s visibility but also fosters a community around your content.
Measuring Success and Optimizing Your Webinar
Once your evergreen webinar is live, the work doesn’t stop there. Regularly monitor its performance using analytics tools provided by your webinar platform. Track key metrics such as registration rates, attendance rates, engagement levels, and, most importantly, conversion rates.
Use this data to identify areas where you can improve. For instance, if you notice a drop-off in viewership at a specific point in the webinar, it might indicate that segment needs to be more engaging or concise. Test different versions of your webinar to see what resonates best with your audience.
Over time, continually refine and update your webinar content to ensure it remains relevant and effective. This iterative process will help you maximize the return on your investment and keep your audience engaged.
Summary
Now you know how evergreen webinars work. Evergreen webinars can be a powerful tool for automating sales and scaling your business. With proper planning and preparation, you can create a compelling evergreen webinar that attracts new customers, increases engagement, and generates revenue even when you’re not actively involved. Take advantage of this effective tool and see how your business can thrive with evergreen webinars.
