Advertising

Using a Free Webinar to Drive $15,000 Revenue for the National Speaker Association

The National Speakers Association has a rich history in America. Started in the 1960s, the organization has helped tens of thousands of people take their careers to the next level, expand their influence, and become better and more profitable professional speakers.

Through the pandemic of 2020, NSA persisted and adapted, and near the end of the year, they began the hunt to find a digital marketing agency that could support their efforts. And that’s when they found Built by LoveⓇ.

The Problem

Need for a Fresh Direction + Membership Overhaul

While the National Speaker Association was in the midst of transitioning their organizational identity and operations, their Winter Webinar — a key time to drive membership before the start of the next year — was quickly approaching.

Changing their ideal buyer and messaging

NSA’s ability to adapt has been a big reason for thier ability to survive and thrive. When they came to us, they were in the midst of another adaptation — changing their ideal buyer to target a younger, more diverse and dynamic generation of speakers. They needed the messaging and strategy to support these efforts.

No set strategy to sell advanced membership

Before they tiered out the membership levels, an annual membership to NSA cost around $1000. This high ticket item often required a lot of back-and-forth engagement before purchase. So, if NSA wanted to spur purchases following the Winter Webinar, it was vital that they had a highly engaging, personalized and powerful campaign in place to do so.

The Solution

An Intensive, Multi-Level Strategy for Maximum Upselling

Pre-Webinar Hype & Tracking of Attendees
For every action (and inaction!) a prospect could potentially take, we developed strategic messaging and actions to respond and engage accordingly.

• First, we began with an email Hype Sequence to engage prospects with the chance to learn how to scale their business with valuable (and FREE!) guidance from NSA member and successful speaker, Bill Bachrach. Each email CTA sent prospects to a landing page to communicate the excitement and value of what they were going to be getting by attending the winter webinar.
• Using Zapier and HubSpot, we set up tracking to deliver highly targeted messaging dependent on the actions that were taken before, during, and following the webinar. For example:
• Both those who attended AND those who did not attend were sent an email following the webinar with a link to the recording and an Exclusive Expiring Bundled Offer (more on that below)...

Exclusive Expiring Bundle Offer for the Post-Webinar Upsell
The development of the expiring bundle was intended to create a feeling of urgency.

• Exclusive Bundle Offer: Once the webinar was over, the next morning all registrars (whether they attended or not) were sent a “webinar replay recording,” embedded into a landing page that featured an Exclusive Bundle Offer. Bundling annual membership plus other perks clearly showed prospects the value. Likewise, the addition of a 3-day time limit on the special offer instilled a very real sense of urgency in order to get the maximum value.
• Individual Offers: Once the offer of the bundle expired, we switched the landing page to a similar page, but with the bundle broken down into individual products. We changed the messaging to reflect the opportunity prospects had to “still take advantage” of the individual items before the end of year.