March 26, 2025 • 36 mins
Gillian Perkins, a YouTuber with over 700,000 subscribers, is back to share how she turns YouTube traffic into sales.
- Cut your lead gen costs in HALF with my $37 mini-course–NOW only $17!
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Gillian explains how YouTube’s algorithm helps warm up leads better than most platforms. She walks us through her sales funnel—from the first YouTube video to email sequences and sales.
She also talks about how she balances content creation with family life and uses her platform to teach others how to build profitable online businesses. If you want to learn how to turn YouTube views into real sales, this is a must-listen!
Watch the previous episode on YouTube, "5 Kids, 6 Figures: Gillian Perkins’ Path to a Profitable Membership Business Fueled by YouTube"
Please click here to give an honest Rating/Review for the show on iTunes! Thanks for your support!
Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
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- Subscribe to The Art of Online Business’s YouTube Channel
Gillian’s Links:
- Visit Gillian's website
- Listen to her 10-episode podcast, "The 100k Method"
- Subscribe to her YouTube channel and Apple Podcasts
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
So what we're going to do for you is, on today's
episode, break down a successfulfunnel that's powered by
YouTube traffic.
As a Facebook and Instagram adsmanager, well, I love working
with clients, but some of thehardest clients to work with are
the ones that have YouTubechannels, because YouTube videos
warm up a lead like nothingelse, and so I've invited a
(00:22):
guest.
She has quite a large YouTubechannel just north of at this
point.
What is it, gillian?
Would you say 700,000?
Yeah, a little bit more thanthat All right, and what
Gillian's going to do is breakdown her funnel so you can see
what a funnel might look like.
If you choose to reverseengineer for yourself, and let
(00:43):
me go ahead and introduce her.
Like, if you choose to reverseengineer for yourself, and let
me go ahead and introduce her.
Gillian Perkins is the CEO ofStartup Society.
She's a YouTuber and the hostof the Work Less, earn More
podcast, who teaches people howto start and build profitable
online businesses that allowthem to earn passive income and
live a flexible lifestyle.
And on the personal side ofthings, gillian is a Christian
(01:06):
mom who homeschools her five and, at the time of this recording,
not quite yet six kids, but onthe way, number six is coming.
She and her family live on a15-acre property in Oregon,
which, if you don't know, isjust south of my home state of
Washington.
In her free time, gillianenjoys cooking, gardening and
(01:27):
water color painting.
Welcome back, gillian, for thesecond episode.
This should be a good one.
Speaker 2 (01:32):
Yeah, I'm looking forward to it.
I always love talking salesfunnels getting into those
numbers.
Speaker 1 (01:37):
I mean, I always say that like well, something Jamie
says too is what's the point ofbringing in leads if we don't
have a funnel that convertsleads into sales Effectively?
Because I do believe that Godput you here on the earth with
skills and passions to helppeople and help them have that
transformation, and so part ofthat is a good funnel.
(02:00):
So you want to start off with alittle bit about your YouTube
channel and then let's get intothe juicy stats and how your
funnel looks.
Speaker 2 (02:10):
Yeah, yeah, so I've been doing YouTube for six or
seven years now, but when peoplehear that and they see that I'm
at 700, they sometimes think,oh, it takes that long to be
successful on YouTube.
And I just want to let peopleknow it doesn't really.
It took me 15 months to get myfirst 100,000.
(02:30):
And I've seen plenty of otherpeople repeat that rate of
growth.
And even after the first year Ihad 55,000 subscribers and that
was plenty to have a verysuccessful business based on
plenty of leads, plenty oftraffic for a very successful
business.
And my channel has grown andkept growing, and it's actually
slowed down in the past fewyears.
(02:52):
I used to grow by like 10,000new subscribers every month.
Now it only grows by two or3000 every month, and that's
okay.
I, you know I feel verycomfortable with this rate of
growth and things just stillmoving in the right direction.
I just don't want to see thingsdying, of course, but don't
think you have to be in it forsuch a long game that you're
going to have to do it for sixor seven years before you get
results or something like that.
(03:13):
So, as far as the YouTubechannel itself goes, I make
videos about online business,how to start an online business
and digital marketing, andthat's just a passion of mine.
So I started talking about iton YouTube, like I said, six or
seven years ago, and haven'tshut up about it since I used to
make.
I started out with one video aweek, then I went to two for a
while, then I went back to one.
(03:33):
I think in our previous episodewe break down that strategy a
little bit Kwejo and talk aboutyou know how many videos you
should make for what stage ofgrowth, and at this point I'm
just kind of in maintenance modewith my YouTube channel, so I
just make one video a month justto keep the thing healthy and
alive, right, but I'm not inlike an active growth mode with
it, and it sends a lot oftraffic to my website and into
my funnels.
(03:54):
This is a fun little stat kindof that I recently discovered.
I haven't talked about thisanywhere.
So I've been working on myoverall site SEO, and so I
signed up for some new like SEOtools and software and I've been
looking at the numbers and onething that those tools let you
do is they let you look at yourcompetitors.
You can spy on your competitorsand you can see like how much
(04:14):
traffic they're getting and whatkeywords are sending traffic to
their sites.
And I typed in the names of someof my biggest competitors who
have way bigger and more activeaudiences on other social media
channels than me, people who,like they've got all the
engagement on Instagram or onFacebook or on, you know,
linkedin or Twitter.
And I thought, based on that,that, even though I had this big
(04:36):
, successful YouTube channel, Iknew they had successful
podcasts and I could see allthat engagement and so I thought
that they were so far ahead ofme.
I looked at their websitetraffic and was pleasantly
surprised to find that I waswell ahead of most of them with
my one YouTube channel and all Ido is make one video a month at
(04:56):
this point.
So that was a pleasant surpriseand it was just like gratifying
or confirming that like I don'tneed that hustle of the
constant posting on social mediato get the traffic and to get
the leads, my one video month iscutting it and it is bringing
in plenty of traffic to keep upwith the competition.
Not that that's the mostimportant thing at all, but you
(05:17):
know it made me feel like I'mdoing a good job.
Speaker 1 (05:20):
I mean, that's stellar right.
Speaker 3 (05:21):
That's encouraging, yeah Right.
I mean, that's stellar right.
That's encouraging, yeah Right.
Speaker 1 (05:24):
So start with what your landing page looks like,
because I'm sure that's what thelistener is thinking at the
beginning of a funnel, sure,okay, so I'll start a tiny bit
before that.
Speaker 2 (05:35):
So people come onto YouTube they don't know I exist,
probably, but either they'researching for help with a
specific thing or YouTube justsuggests one of my videos to
them.
And that's why I love YouTubeis because they've built this
incredible algorithm, spentmillions of dollars building
this algorithm designed to matchviewers with videos they want
to watch.
So where, with Facebook ads orGoogle ads or anything like that
(05:59):
, we are having to pay and dosometimes some hard work to try
to find the right like targetcustomer and audience and
whatnot, for those ads to beserved to YouTube.
They do that work for you andthen when they successfully
serve your ad, your video, okay,they pay you, like, right.
So it's like yeah, you know,it's kind of an obvious choice,
(06:23):
anyway.
So people find me on YouTube.
They watch normally a couple ofmy videos and I try to include
an opt-in offer in every singleone of my videos, some sort of
call to action to convert theperson from YouTube to my email
list.
Because, as incredible asYouTube is for visibility and
discoverability, right, and evengetting that lead and, I think,
(06:45):
building a strong relationshipwith the person too.
Most sales do not happen onYouTube.
I make very few sales directlyfrom my videos.
Most of my sales come fromemail marketing, so I wanna get
them over into my email list.
So I've got a call to action.
Now I know that some of my callto actions convert much better
into paying customers.
So, for example, webinars theyreally are the gold standard, at
(07:08):
least in my business, and I seethis in a lot of my clients'
businesses as well.
Or if you can get someone tosign up for a webinar, then
you're going to be convertingroughly 5% of that traffic into
paying customers ultimately,whereas if you get someone to
sign up for like a PDF checklist, then you're looking at 1% or
less.
So I prefer to promote mywebinar, but I don't always,
(07:29):
because I think it's importantto have some variety.
Not everybody wants to sign upfor a webinar, so I try to put
it out there frequently enoughthat everybody will hear about
at least once.
But I also give them otheroptions in case that's not
appealing to them for one reasonor another, because I'd rather
get them on my email list andstill be able to convert 1% of
them at least, rather than notget them on my list at all, and
(07:51):
also, once they've been on myemail list, I'm going to tell
them about that webinar a fewmore times and so they might end
up deciding that they actuallydo want to once they hear a
little bit more about it.
Anyway, so call to action inevery video takes them to a
landing page, as you mentioned,and I have several landing pages
Maybe several is the wrong word.
We've got a couple, a few,several.
(08:17):
I have many landing pagesthat's a better word Probably a
couple dozen for differentopt-in offers, and I've kind of
gone back and forth about how Ifeel about that.
Is that too many?
Am I spread too thin?
I see some people with a lotmore than me and some people
with a lot fewer, like only oneor two.
I've come to the conclusion thatit's good and it works, and I
think the important thing isthat you don't try to have a
(08:37):
couple dozen different funnelsrunning at the same time,
because there'll be so littletraffic in each of them.
You can't test them very wellnot meaningful statistics, that
sort of thing.
You can't really optimize thatmany different funnels.
So I try to have my differentopt-in offers grouped for
specific offers that I'm selling.
So, for example, for offer A,there might be several lead
(09:00):
magnets, but they all go intothe same funnel, so I just have
one funnel for each of my offersthat I'm selling basically
three different offers, but, yes, a bunch of different opt-in
offers at the top of each ofthose, and there is one, though,
and we're going to talk mainlyabout one specific funnel for
one specific product, which isthe funnel for my Creator Fast
Track course.
(09:21):
So Creator Fast Track, it's aYouTube strategy course.
It's for people who are justgetting started on YouTube.
It teaches them how to gettheir first thousand subscribers
and get monetized in just threemonths.
So I sell this course forbetween 500 to a thousand
dollars, depending on like whatpromotion we're running or
whether people enter the funnelor watch the webinar or not, but
(09:42):
in that range and um, thenumber one lead magnet that I
used to promote it is ourwebinar, um, which has a title
very similar to the title that Ijust mentioned, is the outcome
of the course three secrets toreach 1000 subscribers and get
monetized in YouTube, on YouTube, in just three months, and I
did that very intentionally,right?
I want there to be a matchbetween what they're signing up
(10:04):
for freebie wise and what theyou know.
The outcome of the course isthat I make sure I'm attracting
the right leads.
Speaker 3 (10:11):
Can I interrupt you for a moment?
Yeah, go ahead.
Sorry, I have two questions.
One, is it a live webinar?
And then also, what call toaction works best for getting
someone to go see the leadmagnet?
Is there a way to track videoto conversion rate?
Speaker 2 (10:28):
Okay.
So as far as if it's a livewebinar, nope, this is a fully
automated, evergreen salesfunnel, and I'm very transparent
about that.
Whenever I advertise thewebinar, in fact, I advertise it
as a feature, not a bug.
It's not like oh well, it's notlive, you know nothing like
that.
No, this is an on demand,pre-recorded workshop that you
can watch at, you know, whatevertime is convenient for you, so
that way, people can watch it.
(10:49):
I mean, they can watch itwhatever time is convenient for
them, right, and we actually doinstant access for it.
So what that means is like whenpeople sign up for the webinar,
they can watch it right.
Then we don't make themschedule it for a future date
and time.
We used to do that and thetheory on it was, you know, that
it kind of created somescarcity maybe and it got them
more excited about it, builtsome anticipation, et cetera, et
(11:10):
cetera.
And I was worried that if wegave them instant access, that
the retention rate on thewebinar would go way down, that
people would start watching itright away but they wouldn't
keep watching it.
But we've actually seen exactlythe opposite that our retention
rates stayed great.
They dipped ever so slightly,like we're talking from like 80%
to 78% or something like thattiny little dip.
But the show up rate, of course, went through the roof because
(11:34):
before we were seeing like a 25%show up rate.
So after people signed up forthe webinar, only 25% of them
would actually end up watchingit, and now we have over a 50%
show up rate.
So huge difference.
Speaker 1 (11:45):
That's the power of YouTube, like what I was saying
it's worth the time that ittakes to build a channel, build
a rapport, because these leadscome in hot Like I'm not
surprised that it's so highright.
Speaker 2 (11:58):
Right, yeah, I will say that, you know if it, if we
don't give them that instantaccess, I don't think it's any
higher than you see with mostother.
Well, I don't know.
Compared to just like a PDFlead magnet, you know, maybe
from a blog, I'm sure it ishigher.
I haven't done that in a fewyears because it doesn't work
very well but compared to othersocial media or podcasting.
Speaker 1 (12:25):
it might be similar, but you give them that instant
access and it shoots way up.
Well, I mean, we're going froma video on YouTube to a video
webinar format, so it's a likeformat.
And I'm guessing because, likeyou said, there's no way to
track, but I'm guessing, ifsomebody has watched a video and
then responds to a call toaction, they're still in the
mood to watch another video.
So instant access.
Speaker 2 (12:44):
Yeah, no, but there is actually plenty of ways to
track.
I mean you can decide how youwant to track it, but basically
with UTMs is going to be yourmost robust way to track those
conversions.
It's a little too robust for me, to be honest.
I don't care enough to go tothe extra headache of that.
But we can use a link onYouTube different from the links
(13:05):
we use other places, right, andwe can track them that way at
least.
But if you want to get into thenitty gritty and see that whole
customer journey, UTMs are theway to do it.
Speaker 1 (13:14):
I was also curious when you say instant access,
does that mean you're using asoftware to serve up instant
access or you're going likedirectly thank you page, opt in
and or opt in to thank you pageand on that thank you page is
the video right there.
Speaker 2 (13:29):
That's right, yep, yep.
We used to use all sorts ofdifferent webinar softwares and
once we realized instant accesscreated better results and it
was like, well, then, we canjust self host this thing.
We don't need to pay for awebinar software also.
And so what we do is they signup for the webinar and then they
get taken to the webinar rightthen, and below the webinar on
(13:51):
this on a page of our website isthe sales page, so that they
can see all the details of theproduct and the offer right
there and about.
So when I do that webinar liveand this might discourage some
people, but I don't I think thatthis is just you know the facts
of the matter and still good.
Anyway, when I do this webinarlive, I see conversion rates as
high as 20 to 25%.
(14:12):
Not every single time,sometimes it's only 10%, but
multiple times we've had 20,conversion rates, which I feel
like is exceptional.
When we do it evergreen, itdrops hugely.
Okay, drops down to about fivepercent.
Okay, it's a huge drop.
Now I should say, you know it'snot dropping from 20 to 25 down
to five, it's dropping from,you know, generally 10 or so
(14:34):
down to five, but that's abouthalf.
That's expected yeah, it's abouthalf, and that's what I found
overall with evergreen webinarsautomated webinars is that it's
typically half of live, and sosometimes people hear that and
they think, oh well, then Ishould only do live and I do
think there is a case, or likethere are circumstances,
situations where live isdefinitely better.
(14:57):
If your business is really smalland you have a small number of
leads coming in and you reallywant to hustle it, it might
serve you well to do a livewebinar every single week.
But once you have a lot ofleads coming in and you're not
as desperate for every singlesale, you can crank out of it.
You can save yourself a lot oftime.
Going back to the title of mypodcast work less, earn more.
(15:19):
We can work a lot less if weautomate this thing.
We've got this recording that'sjust running in the background
constantly.
It's convenient for thecustomer because they can watch
it whenever they want to, soit's a win-win opportunity,
right?
Yes, it cuts the conversionrate down to 5%, but you get so
many more people showing up forit because people can sign up
for it and watch it wheneverthey want, so it ends up
(15:41):
resulting in a similar number ofsales, even though the
conversion rate is significantlylower.
And then that's not the end ofthe funnel either, because
they're on your email list nowthe 95% of people who didn't buy
after watching that evergreenwebinar.
Well, you are going to converta lot more of them because after
that they're going to send thema sales email sequence.
If they didn't watch throughthe webinar, you can send them
(16:04):
some emails to remind them to goback and watch it and encourage
them to do that.
And if they don't buy afterthat sales email sequence, then
we send them into an evergreennewsletter where they get a
couple emails and I mean thatlike one or two, not like two or
three a couple emails everysingle week that add value and
also invite them to watch thatwebinar again, because that is
the best conversion toolOccasionally open up the product
(16:27):
for them to just buy the emailand kind of do a mini email
launch and then also sometimespromote a wait list to them and
whenever they take any of thoseactions because most of those
actions aren't asking them tobuy now, ok.
But if they take one of thoseother actions signing up for the
webinar they and actually to beclear, they don't have to sign
up for it again but clicking towatch the webinar or clicking to
(16:47):
get on the wait list.
We've got tags inside of ourkit previously convert kit email
marketing account tag rules setup so that when they click
those links they get a tag addedthat pushes them over into a
sales sequence.
Okay.
So if they say I want to get onthe wait list, well then a week
later the program goes on salefor them and it gets promoted to
(17:10):
them.
So, as you can see, throughoutthis whole process, I really try
to cater it to the customer andmake sure that I'm selling to
them when they're the mostinterested to buying.
I didn't say that quite right.
Make sure that I'm selling tothem when they are most
interested in buying and also,like make sure that they can
watch the webinar and they'remost interested in watching the
webinar.
So I try to make it so thatit's like really easy for them
(17:33):
and gives them what they needwhen they want it.
Speaker 3 (17:36):
Let me make sure I did.
Speaker 1 (17:38):
You have a question.
Speaker 3 (17:39):
Yeah, I wanted to back up really quick with the
opt-in page.
We like to kind of geek out onsome stats, so what's the opt-in
rate on that webinarregistration page?
Speaker 2 (17:50):
Yeah, if you want to hold on here a sec, I can
actually pull up some stats.
I don't have them in front ofme.
Speaker 1 (17:55):
I guess we should have prepared you before asking
you for stats.
So while Gillian is looking forthe stats, I'll take this time
to directly promote the oppositeof starting a YouTube channel
which is running Facebook andInstagram ads.
Speaker 2 (18:12):
It's going to be a tough sell equation.
Speaker 1 (18:15):
Right, but it's all about testing ad creative and I
was on a discovery call.
Literally this he is runningads to a low ticket offer and on
the back end of that offer he'sselling a membership.
The business is profitable, buthis low ticket offer wasn't
(18:35):
quite profitable yet, and so asI went to his Facebook business
page in the Facebook ad libraryto see what kind of ads he's
running, I was like, oh, you'rerunning one piece of ad copy
with only two different visuals.
I'm like we need to do sometesting.
And that's what the ad testingcheat code, which I'm going to
talk about super quick, is allabout just putting in the work,
(18:58):
testing different words anddifferent visuals, so you can
arrive at like the most or like,let's say, the highest quality
lead for the lowest cost perlead.
Speaker 3 (19:06):
There we go there, we go Right, do I ever?
Speaker 1 (19:08):
say this, and so if that is a struggle for you and
you need to lower your leadcosts for a low ticket offer
funnel or even for lead magnets,then click down below and you
can have the course that teachesyou the same process that I use
for every single client tolower their lead cost.
It's normally $37.
And for you it's $17.
(19:31):
Back to you, gillian.
Was that enough time for you toget that?
Yes, yes.
Speaker 2 (19:38):
Or at least almost.
I'm looking at my spreadsheetnow and we're not currently
tracking that particular stat.
We try to keep our spreadsheetfor our funnel stats as simple
as possible so that we can likepay attention to the numbers
that we really want to work onchanging, and so what I
discovered is that that's not anumber that we're currently like
actively tracking because it'sbeen consistently very good, but
(20:02):
I have the numbers on here tocalculate it, so I calculated it
real quick by looking at thehow many registrants we've
gotten over the past few months,compared to how
many views we've gotten on apage over the past few months
and it is 48 percent is onaverage for these past couple of
months, but I gotta say it'sactually much higher than that
most weeks.
(20:22):
We had a couple weeks where wegot an influx of a bunch of
extra traffic.
That where it was like more forlike an outside source maybe
not from YouTube some coldertraffic that like adjusted that
down.
But most weeks we are lookingat a well over 50% conversion
rate on that page.
Speaker 1 (20:37):
Nice, yeah, nice.
I love how you said in thespreadsheet you're tracking
essentially the stats thatmatter, and that's the
complexity of a funnel there'sso many conversion steps, right.
And you kind of just got tofocus on, like what the weakest
link is to improve which doesn'tsound like it's your opt-in
page.
Speaker 2 (20:55):
It is not what's been the-.
Speaker 3 (20:56):
What are the steps that matter?
Yeah, what are the steps thatmatter for your funnel?
Speaker 2 (21:00):
Yeah, so right now, one of the things I'm keeping my
eye on is actually just like Imean the fact that I had those
two numbers on there.
I had the views to the page, Ihad the registrants on there,
but really I want to make surethat both of those numbers stay
healthy.
Ok, I want to make sure,because I'm only doing one
YouTube video a month and I talkabout other topics other than
YouTube.
I talk about, like, businessstrategy and marketing, so I got
(21:22):
to make sure that I am talkingabout YouTube frequently enough
that I'm driving enough trafficto that page.
And, of course, there's lots ofevergreen videos that I've
created in the past that aredriving traffic as well more
passively, which is great.
It creates a baseline.
But just to keep the revenue upfrom that funnel and at the
level I want it to be, I do needto be putting out some fresh
(21:43):
content.
So it just kind of allows me toalmost literally keep my eye on
the pulse and make sure thatit's continuing to be steady,
how I want it to I like it nice.
And then we also one of theother stats that we look at and
again this is just kind of bigpicture is the overall funnel
conversion rate, because againwe want to make sure that we are
like consistently convertingthose leads, not just leads for
(22:04):
coming in, but that we areturning them into sales.
So what you can probably tellfrom those stats that I'm
tracking is that we are not inlike an active testing mode for
this funnel right now at all.
We are not really working onoptimizing it.
We're just trying to make surethat it's staying healthy and
staying alive and, you know,keeping running at a good rate.
And that is like the beauty ofan evergreen funnel is that once
(22:25):
you get it working you do alittle bit of maintenance here
and there, but for the most partit just keeps plugging away and
doing what it's doing.
Speaker 3 (22:33):
Nice.
So what is your sales emailsequence look like Like?
What types of emails are yousending in the automation?
Speaker 2 (22:42):
Yeah, well, I'll start by saying I keep it pretty
short and sweet.
If people are ready to buy,then I want to give them the
opportunity to buy right away,but I don't want to wear out,
exhaust, annoy people who aren'tready to buy yet, and so my
theory on that is keep it shortand sweet.
(23:02):
We have a 72-hour sales periodafter the webinar, where the
program is available for them tobuy, and at a good price, for
72 hours.
They get an average of justunder two emails a day,
basically about an email every12 hours throughout that period
and my email.
This is my personality.
I tend to be pretty like nofluff straightforward my emails
(23:27):
are not very like I'm going totell you a story, you know, or
plan your emotions or thingslike that.
Like it's I.
I try to balance it.
About half the emails are likevery cut and dry facts, you know
, and I don't mean just features.
Okay, this could be benefits aswell, but like this is what the
outcome you're going to getfrom the program.
This is why it's worth it sortof thing.
I love emails that have like anobvious structure to them.
(23:50):
So like my favorite email inthe whole sequence any sales
sequence I write, is always thelike frequently asked questions,
email, you know, or these aresome questions we've been
getting recently sort of emailed.
And I also love the the lastcouple of emails where you're
like these are just the hardfacts, they're just so
straightforward.
I love it.
But I know that differentpeople have different
personalities obviously and thataffects how they buy things.
(24:12):
Like some people they make muchfaster decisions.
Other people need a lot moretime and a lot more information
to feel comfortable.
Some people they are more kindof like left-brained kind of
like I am, and they need morelike the facts and the analytics
and like it to be justified forthe ROI, you know, on the cost
of it and whatnot and otherpeople.
They're more emotional decisionmakers and this kind of goes to
(24:34):
like Myers-Briggs, you know,are you an INTJ or an INTP or
you know that sort of thing.
So I try to balance it on mysales page and with my emails
where we make sure that, like,there's some shorter emails,
there's some longer emails,there's some emails that do tell
some stories or are moreemotional, give more emotional
reasons, and there's otheremails that are the cut and dry
facts, so that ideally, somebody, if they continue, if I can
(25:00):
keep them interested enough thatthey continue to consume the
material, that they'll get tosomething that does it for them
essentially Right.
And I also think about that alot.
As I mentioned with the salespage.
You know, I think about wherethey're going to be coming from
and how much information they'llhave at that point in the in
the funnel.
So, for example, cause I Ithink it's important to give
(25:22):
enough information for thosepeople who need more information
.
But then later from the emails,sometimes I'm just linking to
the cart or to a much shorterversion of the sales page
because they've had enoughinformation at this point, so I
don't want to, kind of like givethem another opportunity to
back out or like to second guessit.
They don't need moreinformation, they just need the
opportunity to buy at that pointright that is an important
(25:44):
strategy.
Speaker 1 (25:45):
Thank you for sharing that.
I also liked how somebody goesthrough the 72 hour sales
sequence right and then they gointo the newsletter.
But you said in everynewsletter you do give a call to
action to watch the webinaragain.
Speaker 2 (26:02):
Not in every newsletter because I don't want
to like just desensitize them toit.
So that's again going back towhat I was saying about the
opt-in offers.
Like variety I do think isimportant.
So the majority, maybe 75% ofthose emails they get in the
Evergreen newsletter has a callto action, an opportunity for
them to raise their hand and sayI'm interested right now, and
(26:24):
it's split fairly evenly betweenwatch the webinar, sign up for
the wait list and then actuallyoffering them the product to buy
.
Speaker 1 (26:36):
Got you.
My ears missed that.
It was an evergreen newsletter.
Speaker 2 (26:40):
So they're on this evergreen newsletter and they're
not receiving your live weeklynewsletters all planned they get
my live newsletter as well, atleast sometimes, if that makes
sense, like they always aregetting that evergreen
newsletter every single week,and then I can decide when I'm
sending out my live newsletterif I want to include, like, what
(27:01):
groups of people I want toinclude.
So if it's something that wouldbe relevant to them that I can
send it to them.
If I don't want to distractthem, then I won't send it to
them.
Okay, then I can send it tothem If I don't want to distract
them, then I won't send it tothem.
Speaker 1 (27:09):
Okay, and then you've got this fancy automation that
when somebody quote unquoteraises their hand by either
hopping on the wait list orchoosing to watch the webinar
replay, then they get anautomated and automated sales
sequence.
Speaker 2 (27:26):
Yeah, they get pushed into a different sales sequence
, which is also a 72-hour, butit has different emails in it,
since I know they will havealready gotten the previous
emails.
Speaker 1 (27:35):
Wow, all right.
Speaker 2 (27:36):
And they don't actually have to sign up for the
wait list or actually watch thewebinar.
They just have to click thelink.
They just have to barely raisetheir hand.
Speaker 1 (27:44):
I see you in the back there with your hand peeking up
.
I see you, I see you in theback there, you know, with your
hand peeking up, I see you, Isee you All right what?
Do you love the most about thisfunnel.
Speaker 2 (27:52):
Probably just how passive it is, honestly, and I
think it's fun to be able tohave something that you can work
on that really leverages yourtime and the effort that you put
into it.
So, because it is passive,essentially when there is a
problem with it or when I dowant to optimize some aspect of
(28:13):
it, I can go in and I can spendan hour or two, you know,
depending on what it is, butsometimes it's a 15 minute thing
, sometimes it's a two hourthing, and I don't just get a
direct result from that, likeright now.
I get results for months andmonths and months after that
where the funnel will beconverting better or will be
converting again, you know, ifsomething had a problem.
So I just love kind of thelong-term results that I get
(28:35):
from the work that I put into it.
Nice yeah, and I cannot alsomention, if you're saying like,
what's your favorite part, whatI was talking about earlier, how
it like really meets thecustomer where they're at.
Speaker 3 (28:54):
And I love that I can get the best results from
serving the customer the best,you know.
Speaker 2 (28:58):
I agree, Sounds like a good thing, because I know a
lot of people they're hesitantto jump into, especially an
automated webinar or and what Imean by this to to do an
automated webinar themselves oran automated sales funnel, or
even host a live webinarthemselves, because they've been
on the wrong and the bad end ofsome like sleazy, slimy sales
(29:19):
presentation, you know, orsomebody pretending that their
pre-recorded webinar was liveand just lying to them that sort
of.
Thing it used to be the thestandard.
You know, like everybody usedto do that and I was like I'm
not comfortable with this, so Ididn't do it that way.
But I was worried when I madethose decisions that my funnel
(29:41):
wouldn't convert if I did not,you know, stooped to those lows
basically, you know, becauseeverybody else seemed like said
you have to do it this waybecause this is how you get
results.
And so I went out on a limb andI tried, and I was so delighted
to find that I could getactually even better results
while telling the truth andbeing authentic and being honest
.
(30:01):
I know yeah.
Speaker 1 (30:03):
Well, I remember coaching somebody who they were.
This was a long time ago, butthey were an influencer and they
had a webinar and they keptpushing to continue faking that.
It was live and I'm like, no,why like this whole thing about
doing business with integrityand people trusting you.
Like people can pick up on awebinar that's not live and
(30:27):
you're trying to make it feelalive and they realize that you
are faking something that isn'twell, then that's a reason to
distrust you and everything elseyou say in the funnel, like
they might be a little moreskeptical.
So it's like why do that?
Why risk?
Speaker 3 (30:44):
yeah, do it right from the beginning.
Speaker 2 (30:46):
Yes, like the number one thing you have to get,
meaning both like the firstthing and the most important
thing, just because nothing elsecomes after that if you don't
get this first is somebody'sattention right, you got to get
somebody to pay attention, butonce you have their attention,
the next thing that is necessaryto precipitate the sale is
their trust.
You're not going to make thesale unless you have those two
(31:07):
things.
And they also have to come inthat order, not necessarily
because attention is moreimportant than trust, just
literally you have to get themto pay attention to you.
Of course, because, before youcan get them to trust you.
But if you don't have theirtrust, they're not gonna buy.
Speaker 1 (31:18):
There we go.
What's one final thing that youwould wanna leave with the
listener?
And then where can they findyou if they wanna learn more
about you, get in touch with youor hop into this funnel because
they're interested in thecourse?
Speaker 2 (31:33):
or because you're interested in my funnel.
Seriously, if you want to spy,on your phone.
Speaker 3 (31:36):
Feel free to go there and I did that to so many
people.
Speaker 2 (31:40):
You know I wanted to learn how their systems worked,
so yeah, if you want to sign upfor the webinar, either because
you want to learn how aboutyoutube strategy how to work
with the algorithm to grow yourchannel as quickly as possible
or because you want to learnabout YouTube strategy how to
work with the algorithm to growyour channel as quickly as
possible, or because you want tospy on my funnel.
Either way, you can go tocreatorfasttrackcom and you'll
see a couple opportunities thereto sign up for that free
training.
As far as the last thing toleave people with, it would be
(32:02):
this the system that we talkedabout today.
To some people it might soundsurprisingly simple.
To other people maybe manypeople, people it might sound
fairly complex and overwhelmingand like that sounds amazing.
But how would I ever set thatup?
And I just want you to knowthat you set it up one piece at
a time, just like how you eat anelephant you know one bite at a
time.
Or how you make any journey onestep at a time, right, you do it
(32:24):
one piece at a time and youdon't have to build the whole
thing until you get results.
That was was something that wasa myth, I believe, for a long
time, and I even kind of taughtit to people of like you have to
finish this project becauseyou're not going to get any
results from it unless you havea complete funnel.
Like half a funnel doesn't doanything.
But what I've learned at thispoint is that there are
strategic ways you can buildyour funnel where you can have a
(32:45):
single piece that does getresults.
It doesn't have to be fullybuilt out in this complex before
you get results.
So, for example, when we'reworking with clients, we have
them first of all live launcheach component of their funnel
as they create it.
So, like when they make theirwebinar, they do it live so that
they can get some results fromit.
Right, then they don't have towait until they have the whole
thing built and then they takethe recording from that as the
(33:06):
first version of the recordingthat they use in their funnel.
Later on they might rerecord it.
Most people end up doing thatat some point, you know, to
optimize it further based onwhat they see with the stats and
whatnot.
But you can certainly use thatas your first version, as long
as you got some conversions withit, and then you can layer in
your sales sequence and againyou can send those live first
and then you can pop them intoyour funnel and every piece you
(33:32):
add, if you do it right, it justis going to make the whole
system convert better and betterand making more and more sales
every month.
But you don't have to try tolike create the entire thing and
then launch it out into theworld and, you know, wait to
that point before you're gettingany results.
And I actually wouldn't evenrecommend that, because what
happens if you do that is youhave no idea if it's going to
work and so you put all thattime in up front and it's a lot
(33:53):
of time and then you launch thewhole thing and most of the time
, more often than not, it doesnot work, and you do not know
why.
Because there are so manymoving pieces and there are so
many potential points of failure, and so you can kind of analyze
, you can see, like where kindof the traffic's dropping off or
something like that.
But it can kind of analyze, youcan see like where kind of the
(34:17):
traffic's dropping off or orsomething like that.
But it can be really tough topinpoint the issue, Whereas if
you create and release one pieceat a time strategically, then
you're able to assess each oneas you release and make sure
that it's working before youbuild on top of it.
So it's kind of like if you werebuilding a house like, you
would want to set the foundationfirst and check it right, Make
sure that it's sound, beforeyou're building on top of it.
You wouldn't want to.
I don't know how you'd even dothis, but you know, try to build
the entire house all at thesame time, right, Like be
(34:40):
putting the windows in whileyou're also pouring the
foundation.
It just it wouldn't work.
It'd be much more difficult andit'd be more likely to create
points of failure.
Speaker 3 (34:49):
Right, we need that feedback.
Speaker 1 (34:52):
Thank you for sharing this Very practical and I would
say that again ultra practicaland advice by the way.
I always love when I have amoment to go behind the scenes
and see how somebody hasstructured their funnel Like.
I even have a folder on mycomputer.
It's called like funnel hacking.
And I'll take screenshots ofsales pages and I'll just peruse
(35:16):
them, and so I appreciate it.
I do this as well.
Yeah, right.
Speaker 2 (35:20):
My like inspo files.
Yes, so I'll just add you know,today we were talking about
sales funnels and then I talkedabout if you're interested in
YouTube strategy, you can go tocreator fast track.
If you're interested inlearning more about sales
funnels other than spying on myfunnel, the other thing you
could do is go togillianperkinscom um,
specifically gillianperkinscomslash 100 K Um.
(35:44):
You can read there about how wework with clients to help them
build funnels like this.
And then also in the previousepisode, kwejo, we were talking
about how I also have thispodcast series that people can
listen to if they just kind ofwant more free details.
We went really deep today, butyou'll still hear some like case
studies and some cool thingslike that.
That podcast series is calledthe 100K Method and you have the
(36:05):
link for that now so you canshare that with them.
But it's just a 10 episodepodcast that breaks down my
funnel building method and howthat works.
Speaker 1 (36:16):
Thank you for taking a moment out of your busy day to
be here and share with us andthe listener.
It's much appreciated.
Speaker 2 (36:25):
Well, thank you so much, Kwejo and Jamie, for
having me again.
It was my honor and my pleasureLove talking about this stuff
and I love being here on yourshow, so thank you so much.
Speaker 3 (36:33):
Absolutely.
Speaker 2 (36:33):
Thank you Absolutely.
Speaker 3 (36:34):
Thanks, Gillian.
Speaker 1 (36:36):
Dear listener, until the next time you see us or hear
from us, take care, be blessed,and we'll see you in the next
one.
Speaker 3 (36:42):
Bye, bye, bye.
So what we're going to do for you is, on today's
episode, break down a successfulfunnel that's powered by
YouTube traffic.
As a Facebook and Instagram adsmanager, well, I love working
with clients, but some of thehardest clients to work with are
the ones that have YouTubechannels, because YouTube videos
warm up a lead like nothingelse, and so I've invited a
(00:22):
guest.
She has quite a large YouTubechannel just north of at this
point.
What is it, gillian?
Would you say 700,000?
Yeah, a little bit more thanthat All right, and what
Gillian's going to do is breakdown her funnel so you can see
what a funnel might look like.
If you choose to reverseengineer for yourself, and let
(00:43):
me go ahead and introduce her.
Like, if you choose to reverseengineer for yourself, and let
me go ahead and introduce her.
Gillian Perkins is the CEO ofStartup Society.
She's a YouTuber and the hostof the Work Less, earn More
podcast, who teaches people howto start and build profitable
online businesses that allowthem to earn passive income and
live a flexible lifestyle.
And on the personal side ofthings, gillian is a Christian
(01:06):
mom who homeschools her five and, at the time of this recording,
not quite yet six kids, but onthe way, number six is coming.
She and her family live on a15-acre property in Oregon,
which, if you don't know, isjust south of my home state of
Washington.
In her free time, gillianenjoys cooking, gardening and
(01:27):
water color painting.
Welcome back, gillian, for thesecond episode.
This should be a good one.
Speaker 2 (01:32):
Yeah, I'm looking forward to it.
I always love talking salesfunnels getting into those
numbers.
Speaker 1 (01:37):
I mean, I always say that like well, something Jamie
says too is what's the point ofbringing in leads if we don't
have a funnel that convertsleads into sales Effectively?
Because I do believe that Godput you here on the earth with
skills and passions to helppeople and help them have that
transformation, and so part ofthat is a good funnel.
(02:00):
So you want to start off with alittle bit about your YouTube
channel and then let's get intothe juicy stats and how your
funnel looks.
Speaker 2 (02:10):
Yeah, yeah, so I've been doing YouTube for six or
seven years now, but when peoplehear that and they see that I'm
at 700, they sometimes think,oh, it takes that long to be
successful on YouTube.
And I just want to let peopleknow it doesn't really.
It took me 15 months to get myfirst 100,000.
(02:30):
And I've seen plenty of otherpeople repeat that rate of
growth.
And even after the first year Ihad 55,000 subscribers and that
was plenty to have a verysuccessful business based on
plenty of leads, plenty oftraffic for a very successful
business.
And my channel has grown andkept growing, and it's actually
slowed down in the past fewyears.
(02:52):
I used to grow by like 10,000new subscribers every month.
Now it only grows by two or3000 every month, and that's
okay.
I, you know I feel verycomfortable with this rate of
growth and things just stillmoving in the right direction.
I just don't want to see thingsdying, of course, but don't
think you have to be in it forsuch a long game that you're
going to have to do it for sixor seven years before you get
results or something like that.
(03:13):
So, as far as the YouTubechannel itself goes, I make
videos about online business,how to start an online business
and digital marketing, andthat's just a passion of mine.
So I started talking about iton YouTube, like I said, six or
seven years ago, and haven'tshut up about it since I used to
make.
I started out with one video aweek, then I went to two for a
while, then I went back to one.
(03:33):
I think in our previous episodewe break down that strategy a
little bit Kwejo and talk aboutyou know how many videos you
should make for what stage ofgrowth, and at this point I'm
just kind of in maintenance modewith my YouTube channel, so I
just make one video a month justto keep the thing healthy and
alive, right, but I'm not inlike an active growth mode with
it, and it sends a lot oftraffic to my website and into
my funnels.
(03:54):
This is a fun little stat kindof that I recently discovered.
I haven't talked about thisanywhere.
So I've been working on myoverall site SEO, and so I
signed up for some new like SEOtools and software and I've been
looking at the numbers and onething that those tools let you
do is they let you look at yourcompetitors.
You can spy on your competitorsand you can see like how much
(04:14):
traffic they're getting and whatkeywords are sending traffic to
their sites.
And I typed in the names of someof my biggest competitors who
have way bigger and more activeaudiences on other social media
channels than me, people who,like they've got all the
engagement on Instagram or onFacebook or on, you know,
linkedin or Twitter.
And I thought, based on that,that, even though I had this big
(04:36):
, successful YouTube channel, Iknew they had successful
podcasts and I could see allthat engagement and so I thought
that they were so far ahead ofme.
I looked at their websitetraffic and was pleasantly
surprised to find that I waswell ahead of most of them with
my one YouTube channel and all Ido is make one video a month at
(04:56):
this point.
So that was a pleasant surpriseand it was just like gratifying
or confirming that like I don'tneed that hustle of the
constant posting on social mediato get the traffic and to get
the leads, my one video month iscutting it and it is bringing
in plenty of traffic to keep upwith the competition.
Not that that's the mostimportant thing at all, but you
(05:17):
know it made me feel like I'mdoing a good job.
Speaker 1 (05:20):
I mean, that's stellar right.
Speaker 3 (05:21):
That's encouraging, yeah Right.
I mean, that's stellar right.
That's encouraging, yeah Right.
Speaker 1 (05:24):
So start with what your landing page looks like,
because I'm sure that's what thelistener is thinking at the
beginning of a funnel, sure,okay, so I'll start a tiny bit
before that.
Speaker 2 (05:35):
So people come onto YouTube they don't know I exist,
probably, but either they'researching for help with a
specific thing or YouTube justsuggests one of my videos to
them.
And that's why I love YouTubeis because they've built this
incredible algorithm, spentmillions of dollars building
this algorithm designed to matchviewers with videos they want
to watch.
So where, with Facebook ads orGoogle ads or anything like that
(05:59):
, we are having to pay and dosometimes some hard work to try
to find the right like targetcustomer and audience and
whatnot, for those ads to beserved to YouTube.
They do that work for you andthen when they successfully
serve your ad, your video, okay,they pay you, like, right.
So it's like yeah, you know,it's kind of an obvious choice,
(06:23):
anyway.
So people find me on YouTube.
They watch normally a couple ofmy videos and I try to include
an opt-in offer in every singleone of my videos, some sort of
call to action to convert theperson from YouTube to my email
list.
Because, as incredible asYouTube is for visibility and
discoverability, right, and evengetting that lead and, I think,
(06:45):
building a strong relationshipwith the person too.
Most sales do not happen onYouTube.
I make very few sales directlyfrom my videos.
Most of my sales come fromemail marketing, so I wanna get
them over into my email list.
So I've got a call to action.
Now I know that some of my callto actions convert much better
into paying customers.
So, for example, webinars theyreally are the gold standard, at
(07:08):
least in my business, and I seethis in a lot of my clients'
businesses as well.
Or if you can get someone tosign up for a webinar, then
you're going to be convertingroughly 5% of that traffic into
paying customers ultimately,whereas if you get someone to
sign up for like a PDF checklist, then you're looking at 1% or
less.
So I prefer to promote mywebinar, but I don't always,
(07:29):
because I think it's importantto have some variety.
Not everybody wants to sign upfor a webinar, so I try to put
it out there frequently enoughthat everybody will hear about
at least once.
But I also give them otheroptions in case that's not
appealing to them for one reasonor another, because I'd rather
get them on my email list andstill be able to convert 1% of
them at least, rather than notget them on my list at all, and
(07:51):
also, once they've been on myemail list, I'm going to tell
them about that webinar a fewmore times and so they might end
up deciding that they actuallydo want to once they hear a
little bit more about it.
Anyway, so call to action inevery video takes them to a
landing page, as you mentioned,and I have several landing pages
Maybe several is the wrong word.
We've got a couple, a few,several.
(08:17):
I have many landing pagesthat's a better word Probably a
couple dozen for differentopt-in offers, and I've kind of
gone back and forth about how Ifeel about that.
Is that too many?
Am I spread too thin?
I see some people with a lotmore than me and some people
with a lot fewer, like only oneor two.
I've come to the conclusion thatit's good and it works, and I
think the important thing isthat you don't try to have a
(08:37):
couple dozen different funnelsrunning at the same time,
because there'll be so littletraffic in each of them.
You can't test them very wellnot meaningful statistics, that
sort of thing.
You can't really optimize thatmany different funnels.
So I try to have my differentopt-in offers grouped for
specific offers that I'm selling.
So, for example, for offer A,there might be several lead
(09:00):
magnets, but they all go intothe same funnel, so I just have
one funnel for each of my offersthat I'm selling basically
three different offers, but, yes, a bunch of different opt-in
offers at the top of each ofthose, and there is one, though,
and we're going to talk mainlyabout one specific funnel for
one specific product, which isthe funnel for my Creator Fast
Track course.
(09:21):
So Creator Fast Track, it's aYouTube strategy course.
It's for people who are justgetting started on YouTube.
It teaches them how to gettheir first thousand subscribers
and get monetized in just threemonths.
So I sell this course forbetween 500 to a thousand
dollars, depending on like whatpromotion we're running or
whether people enter the funnelor watch the webinar or not, but
(09:42):
in that range and um, thenumber one lead magnet that I
used to promote it is ourwebinar, um, which has a title
very similar to the title that Ijust mentioned, is the outcome
of the course three secrets toreach 1000 subscribers and get
monetized in YouTube, on YouTube, in just three months, and I
did that very intentionally,right?
I want there to be a matchbetween what they're signing up
(10:04):
for freebie wise and what theyou know.
The outcome of the course isthat I make sure I'm attracting
the right leads.
Speaker 3 (10:11):
Can I interrupt you for a moment?
Yeah, go ahead.
Sorry, I have two questions.
One, is it a live webinar?
And then also, what call toaction works best for getting
someone to go see the leadmagnet?
Is there a way to track videoto conversion rate?
Speaker 2 (10:28):
Okay.
So as far as if it's a livewebinar, nope, this is a fully
automated, evergreen salesfunnel, and I'm very transparent
about that.
Whenever I advertise thewebinar, in fact, I advertise it
as a feature, not a bug.
It's not like oh well, it's notlive, you know nothing like
that.
No, this is an on demand,pre-recorded workshop that you
can watch at, you know, whatevertime is convenient for you, so
that way, people can watch it.
(10:49):
I mean, they can watch itwhatever time is convenient for
them, right, and we actually doinstant access for it.
So what that means is like whenpeople sign up for the webinar,
they can watch it right.
Then we don't make themschedule it for a future date
and time.
We used to do that and thetheory on it was, you know, that
it kind of created somescarcity maybe and it got them
more excited about it, builtsome anticipation, et cetera, et
(11:10):
cetera.
And I was worried that if wegave them instant access, that
the retention rate on thewebinar would go way down, that
people would start watching itright away but they wouldn't
keep watching it.
But we've actually seen exactlythe opposite that our retention
rates stayed great.
They dipped ever so slightly,like we're talking from like 80%
to 78% or something like thattiny little dip.
But the show up rate, of course, went through the roof because
(11:34):
before we were seeing like a 25%show up rate.
So after people signed up forthe webinar, only 25% of them
would actually end up watchingit, and now we have over a 50%
show up rate.
So huge difference.
Speaker 1 (11:45):
That's the power of YouTube, like what I was saying
it's worth the time that ittakes to build a channel, build
a rapport, because these leadscome in hot Like I'm not
surprised that it's so highright.
Speaker 2 (11:58):
Right, yeah, I will say that, you know if it, if we
don't give them that instantaccess, I don't think it's any
higher than you see with mostother.
Well, I don't know.
Compared to just like a PDFlead magnet, you know, maybe
from a blog, I'm sure it ishigher.
I haven't done that in a fewyears because it doesn't work
very well but compared to othersocial media or podcasting.
Speaker 1 (12:25):
it might be similar, but you give them that instant
access and it shoots way up.
Well, I mean, we're going froma video on YouTube to a video
webinar format, so it's a likeformat.
And I'm guessing because, likeyou said, there's no way to
track, but I'm guessing, ifsomebody has watched a video and
then responds to a call toaction, they're still in the
mood to watch another video.
So instant access.
Speaker 2 (12:44):
Yeah, no, but there is actually plenty of ways to
track.
I mean you can decide how youwant to track it, but basically
with UTMs is going to be yourmost robust way to track those
conversions.
It's a little too robust for me, to be honest.
I don't care enough to go tothe extra headache of that.
But we can use a link onYouTube different from the links
(13:05):
we use other places, right, andwe can track them that way at
least.
But if you want to get into thenitty gritty and see that whole
customer journey, UTMs are theway to do it.
Speaker 1 (13:14):
I was also curious when you say instant access,
does that mean you're using asoftware to serve up instant
access or you're going likedirectly thank you page, opt in
and or opt in to thank you pageand on that thank you page is
the video right there.
Speaker 2 (13:29):
That's right, yep, yep.
We used to use all sorts ofdifferent webinar softwares and
once we realized instant accesscreated better results and it
was like, well, then, we canjust self host this thing.
We don't need to pay for awebinar software also.
And so what we do is they signup for the webinar and then they
get taken to the webinar rightthen, and below the webinar on
(13:51):
this on a page of our website isthe sales page, so that they
can see all the details of theproduct and the offer right
there and about.
So when I do that webinar liveand this might discourage some
people, but I don't I think thatthis is just you know the facts
of the matter and still good.
Anyway, when I do this webinarlive, I see conversion rates as
high as 20 to 25%.
(14:12):
Not every single time,sometimes it's only 10%, but
multiple times we've had 20,conversion rates, which I feel
like is exceptional.
When we do it evergreen, itdrops hugely.
Okay, drops down to about fivepercent.
Okay, it's a huge drop.
Now I should say, you know it'snot dropping from 20 to 25 down
to five, it's dropping from,you know, generally 10 or so
(14:34):
down to five, but that's abouthalf.
That's expected yeah, it's abouthalf, and that's what I found
overall with evergreen webinarsautomated webinars is that it's
typically half of live, and sosometimes people hear that and
they think, oh well, then Ishould only do live and I do
think there is a case, or likethere are circumstances,
situations where live isdefinitely better.
(14:57):
If your business is really smalland you have a small number of
leads coming in and you reallywant to hustle it, it might
serve you well to do a livewebinar every single week.
But once you have a lot ofleads coming in and you're not
as desperate for every singlesale, you can crank out of it.
You can save yourself a lot oftime.
Going back to the title of mypodcast work less, earn more.
(15:19):
We can work a lot less if weautomate this thing.
We've got this recording that'sjust running in the background
constantly.
It's convenient for thecustomer because they can watch
it whenever they want to, soit's a win-win opportunity,
right?
Yes, it cuts the conversionrate down to 5%, but you get so
many more people showing up forit because people can sign up
for it and watch it wheneverthey want, so it ends up
(15:41):
resulting in a similar number ofsales, even though the
conversion rate is significantlylower.
And then that's not the end ofthe funnel either, because
they're on your email list nowthe 95% of people who didn't buy
after watching that evergreenwebinar.
Well, you are going to converta lot more of them because after
that they're going to send thema sales email sequence.
If they didn't watch throughthe webinar, you can send them
(16:04):
some emails to remind them to goback and watch it and encourage
them to do that.
And if they don't buy afterthat sales email sequence, then
we send them into an evergreennewsletter where they get a
couple emails and I mean thatlike one or two, not like two or
three a couple emails everysingle week that add value and
also invite them to watch thatwebinar again, because that is
the best conversion toolOccasionally open up the product
(16:27):
for them to just buy the emailand kind of do a mini email
launch and then also sometimespromote a wait list to them and
whenever they take any of thoseactions because most of those
actions aren't asking them tobuy now, ok.
But if they take one of thoseother actions signing up for the
webinar they and actually to beclear, they don't have to sign
up for it again but clicking towatch the webinar or clicking to
(16:47):
get on the wait list.
We've got tags inside of ourkit previously convert kit email
marketing account tag rules setup so that when they click
those links they get a tag addedthat pushes them over into a
sales sequence.
Okay.
So if they say I want to get onthe wait list, well then a week
later the program goes on salefor them and it gets promoted to
(17:10):
them.
So, as you can see, throughoutthis whole process, I really try
to cater it to the customer andmake sure that I'm selling to
them when they're the mostinterested to buying.
I didn't say that quite right.
Make sure that I'm selling tothem when they are most
interested in buying and also,like make sure that they can
watch the webinar and they'remost interested in watching the
webinar.
So I try to make it so thatit's like really easy for them
(17:33):
and gives them what they needwhen they want it.
Speaker 3 (17:36):
Let me make sure I did.
Speaker 1 (17:38):
You have a question.
Speaker 3 (17:39):
Yeah, I wanted to back up really quick with the
opt-in page.
We like to kind of geek out onsome stats, so what's the opt-in
rate on that webinarregistration page?
Speaker 2 (17:50):
Yeah, if you want to hold on here a sec, I can
actually pull up some stats.
I don't have them in front ofme.
Speaker 1 (17:55):
I guess we should have prepared you before asking
you for stats.
So while Gillian is looking forthe stats, I'll take this time
to directly promote the oppositeof starting a YouTube channel
which is running Facebook andInstagram ads.
Speaker 2 (18:12):
It's going to be a tough sell equation.
Speaker 1 (18:15):
Right, but it's all about testing ad creative and I
was on a discovery call.
Literally this he is runningads to a low ticket offer and on
the back end of that offer he'sselling a membership.
The business is profitable, buthis low ticket offer wasn't
(18:35):
quite profitable yet, and so asI went to his Facebook business
page in the Facebook ad libraryto see what kind of ads he's
running, I was like, oh, you'rerunning one piece of ad copy
with only two different visuals.
I'm like we need to do sometesting.
And that's what the ad testingcheat code, which I'm going to
talk about super quick, is allabout just putting in the work,
(18:58):
testing different words anddifferent visuals, so you can
arrive at like the most or like,let's say, the highest quality
lead for the lowest cost perlead.
Speaker 3 (19:06):
There we go there, we go Right, do I ever?
Speaker 1 (19:08):
say this, and so if that is a struggle for you and
you need to lower your leadcosts for a low ticket offer
funnel or even for lead magnets,then click down below and you
can have the course that teachesyou the same process that I use
for every single client tolower their lead cost.
It's normally $37.
And for you it's $17.
(19:31):
Back to you, gillian.
Was that enough time for you toget that?
Yes, yes.
Speaker 2 (19:38):
Or at least almost.
I'm looking at my spreadsheetnow and we're not currently
tracking that particular stat.
We try to keep our spreadsheetfor our funnel stats as simple
as possible so that we can likepay attention to the numbers
that we really want to work onchanging, and so what I
discovered is that that's not anumber that we're currently like
actively tracking because it'sbeen consistently very good, but
(20:02):
I have the numbers on here tocalculate it, so I calculated it
real quick by looking at thehow many registrants we've
gotten over the past few months,compared to how
many views we've gotten on apage over the past few months
and it is 48 percent is onaverage for these past couple of
months, but I gotta say it'sactually much higher than that
most weeks.
(20:22):
We had a couple weeks where wegot an influx of a bunch of
extra traffic.
That where it was like more forlike an outside source maybe
not from YouTube some coldertraffic that like adjusted that
down.
But most weeks we are lookingat a well over 50% conversion
rate on that page.
Speaker 1 (20:37):
Nice, yeah, nice.
I love how you said in thespreadsheet you're tracking
essentially the stats thatmatter, and that's the
complexity of a funnel there'sso many conversion steps, right.
And you kind of just got tofocus on, like what the weakest
link is to improve which doesn'tsound like it's your opt-in
page.
Speaker 2 (20:55):
It is not what's been the-.
Speaker 3 (20:56):
What are the steps that matter?
Yeah, what are the steps thatmatter for your funnel?
Speaker 2 (21:00):
Yeah, so right now, one of the things I'm keeping my
eye on is actually just like Imean the fact that I had those
two numbers on there.
I had the views to the page, Ihad the registrants on there,
but really I want to make surethat both of those numbers stay
healthy.
Ok, I want to make sure,because I'm only doing one
YouTube video a month and I talkabout other topics other than
YouTube.
I talk about, like, businessstrategy and marketing, so I got
(21:22):
to make sure that I am talkingabout YouTube frequently enough
that I'm driving enough trafficto that page.
And, of course, there's lots ofevergreen videos that I've
created in the past that aredriving traffic as well more
passively, which is great.
It creates a baseline.
But just to keep the revenue upfrom that funnel and at the
level I want it to be, I do needto be putting out some fresh
(21:43):
content.
So it just kind of allows me toalmost literally keep my eye on
the pulse and make sure thatit's continuing to be steady,
how I want it to I like it nice.
And then we also one of theother stats that we look at and
again this is just kind of bigpicture is the overall funnel
conversion rate, because againwe want to make sure that we are
like consistently convertingthose leads, not just leads for
(22:04):
coming in, but that we areturning them into sales.
So what you can probably tellfrom those stats that I'm
tracking is that we are not inlike an active testing mode for
this funnel right now at all.
We are not really working onoptimizing it.
We're just trying to make surethat it's staying healthy and
staying alive and, you know,keeping running at a good rate.
And that is like the beauty ofan evergreen funnel is that once
(22:25):
you get it working you do alittle bit of maintenance here
and there, but for the most partit just keeps plugging away and
doing what it's doing.
Speaker 3 (22:33):
Nice.
So what is your sales emailsequence look like Like?
What types of emails are yousending in the automation?
Speaker 2 (22:42):
Yeah, well, I'll start by saying I keep it pretty
short and sweet.
If people are ready to buy,then I want to give them the
opportunity to buy right away,but I don't want to wear out,
exhaust, annoy people who aren'tready to buy yet, and so my
theory on that is keep it shortand sweet.
(23:02):
We have a 72-hour sales periodafter the webinar, where the
program is available for them tobuy, and at a good price, for
72 hours.
They get an average of justunder two emails a day,
basically about an email every12 hours throughout that period
and my email.
This is my personality.
I tend to be pretty like nofluff straightforward my emails
(23:27):
are not very like I'm going totell you a story, you know, or
plan your emotions or thingslike that.
Like it's I.
I try to balance it.
About half the emails are likevery cut and dry facts, you know
, and I don't mean just features.
Okay, this could be benefits aswell, but like this is what the
outcome you're going to getfrom the program.
This is why it's worth it sortof thing.
I love emails that have like anobvious structure to them.
(23:50):
So like my favorite email inthe whole sequence any sales
sequence I write, is always thelike frequently asked questions,
email, you know, or these aresome questions we've been
getting recently sort of emailed.
And I also love the the lastcouple of emails where you're
like these are just the hardfacts, they're just so
straightforward.
I love it.
But I know that differentpeople have different
personalities obviously and thataffects how they buy things.
(24:12):
Like some people they make muchfaster decisions.
Other people need a lot moretime and a lot more information
to feel comfortable.
Some people they are more kindof like left-brained kind of
like I am, and they need morelike the facts and the analytics
and like it to be justified forthe ROI, you know, on the cost
of it and whatnot and otherpeople.
They're more emotional decisionmakers and this kind of goes to
(24:34):
like Myers-Briggs, you know,are you an INTJ or an INTP or
you know that sort of thing.
So I try to balance it on mysales page and with my emails
where we make sure that, like,there's some shorter emails,
there's some longer emails,there's some emails that do tell
some stories or are moreemotional, give more emotional
reasons, and there's otheremails that are the cut and dry
facts, so that ideally, somebody, if they continue, if I can
(25:00):
keep them interested enough thatthey continue to consume the
material, that they'll get tosomething that does it for them
essentially Right.
And I also think about that alot.
As I mentioned with the salespage.
You know, I think about wherethey're going to be coming from
and how much information they'llhave at that point in the in
the funnel.
So, for example, cause I Ithink it's important to give
(25:22):
enough information for thosepeople who need more information
.
But then later from the emails,sometimes I'm just linking to
the cart or to a much shorterversion of the sales page
because they've had enoughinformation at this point, so I
don't want to, kind of like givethem another opportunity to
back out or like to second guessit.
They don't need moreinformation, they just need the
opportunity to buy at that pointright that is an important
(25:44):
strategy.
Speaker 1 (25:45):
Thank you for sharing that.
I also liked how somebody goesthrough the 72 hour sales
sequence right and then they gointo the newsletter.
But you said in everynewsletter you do give a call to
action to watch the webinaragain.
Speaker 2 (26:02):
Not in every newsletter because I don't want
to like just desensitize them toit.
So that's again going back towhat I was saying about the
opt-in offers.
Like variety I do think isimportant.
So the majority, maybe 75% ofthose emails they get in the
Evergreen newsletter has a callto action, an opportunity for
them to raise their hand and sayI'm interested right now, and
(26:24):
it's split fairly evenly betweenwatch the webinar, sign up for
the wait list and then actuallyoffering them the product to buy
.
Speaker 1 (26:36):
Got you.
My ears missed that.
It was an evergreen newsletter.
Speaker 2 (26:40):
So they're on this evergreen newsletter and they're
not receiving your live weeklynewsletters all planned they get
my live newsletter as well, atleast sometimes, if that makes
sense, like they always aregetting that evergreen
newsletter every single week,and then I can decide when I'm
sending out my live newsletterif I want to include, like, what
(27:01):
groups of people I want toinclude.
So if it's something that wouldbe relevant to them that I can
send it to them.
If I don't want to distractthem, then I won't send it to
them.
Okay, then I can send it tothem If I don't want to distract
them, then I won't send it tothem.
Speaker 1 (27:09):
Okay, and then you've got this fancy automation that
when somebody quote unquoteraises their hand by either
hopping on the wait list orchoosing to watch the webinar
replay, then they get anautomated and automated sales
sequence.
Speaker 2 (27:26):
Yeah, they get pushed into a different sales sequence
, which is also a 72-hour, butit has different emails in it,
since I know they will havealready gotten the previous
emails.
Speaker 1 (27:35):
Wow, all right.
Speaker 2 (27:36):
And they don't actually have to sign up for the
wait list or actually watch thewebinar.
They just have to click thelink.
They just have to barely raisetheir hand.
Speaker 1 (27:44):
I see you in the back there with your hand peeking up
.
I see you, I see you in theback there, you know, with your
hand peeking up, I see you, Isee you All right what?
Do you love the most about thisfunnel.
Speaker 2 (27:52):
Probably just how passive it is, honestly, and I
think it's fun to be able tohave something that you can work
on that really leverages yourtime and the effort that you put
into it.
So, because it is passive,essentially when there is a
problem with it or when I dowant to optimize some aspect of
(28:13):
it, I can go in and I can spendan hour or two, you know,
depending on what it is, butsometimes it's a 15 minute thing
, sometimes it's a two hourthing, and I don't just get a
direct result from that, likeright now.
I get results for months andmonths and months after that
where the funnel will beconverting better or will be
converting again, you know, ifsomething had a problem.
So I just love kind of thelong-term results that I get
(28:35):
from the work that I put into it.
Nice yeah, and I cannot alsomention, if you're saying like,
what's your favorite part, whatI was talking about earlier, how
it like really meets thecustomer where they're at.
Speaker 3 (28:54):
And I love that I can get the best results from
serving the customer the best,you know.
Speaker 2 (28:58):
I agree, Sounds like a good thing, because I know a
lot of people they're hesitantto jump into, especially an
automated webinar or and what Imean by this to to do an
automated webinar themselves oran automated sales funnel, or
even host a live webinarthemselves, because they've been
on the wrong and the bad end ofsome like sleazy, slimy sales
(29:19):
presentation, you know, orsomebody pretending that their
pre-recorded webinar was liveand just lying to them that sort
of.
Thing it used to be the thestandard.
You know, like everybody usedto do that and I was like I'm
not comfortable with this, so Ididn't do it that way.
But I was worried when I madethose decisions that my funnel
(29:41):
wouldn't convert if I did not,you know, stooped to those lows
basically, you know, becauseeverybody else seemed like said
you have to do it this waybecause this is how you get
results.
And so I went out on a limb andI tried, and I was so delighted
to find that I could getactually even better results
while telling the truth andbeing authentic and being honest
.
(30:01):
I know yeah.
Speaker 1 (30:03):
Well, I remember coaching somebody who they were.
This was a long time ago, butthey were an influencer and they
had a webinar and they keptpushing to continue faking that.
It was live and I'm like, no,why like this whole thing about
doing business with integrityand people trusting you.
Like people can pick up on awebinar that's not live and
(30:27):
you're trying to make it feelalive and they realize that you
are faking something that isn'twell, then that's a reason to
distrust you and everything elseyou say in the funnel, like
they might be a little moreskeptical.
So it's like why do that?
Why risk?
Speaker 3 (30:44):
yeah, do it right from the beginning.
Speaker 2 (30:46):
Yes, like the number one thing you have to get,
meaning both like the firstthing and the most important
thing, just because nothing elsecomes after that if you don't
get this first is somebody'sattention right, you got to get
somebody to pay attention, butonce you have their attention,
the next thing that is necessaryto precipitate the sale is
their trust.
You're not going to make thesale unless you have those two
(31:07):
things.
And they also have to come inthat order, not necessarily
because attention is moreimportant than trust, just
literally you have to get themto pay attention to you.
Of course, because, before youcan get them to trust you.
But if you don't have theirtrust, they're not gonna buy.
Speaker 1 (31:18):
There we go.
What's one final thing that youwould wanna leave with the
listener?
And then where can they findyou if they wanna learn more
about you, get in touch with youor hop into this funnel because
they're interested in thecourse?
Speaker 2 (31:33):
or because you're interested in my funnel.
Seriously, if you want to spy,on your phone.
Speaker 3 (31:36):
Feel free to go there and I did that to so many
people.
Speaker 2 (31:40):
You know I wanted to learn how their systems worked,
so yeah, if you want to sign upfor the webinar, either because
you want to learn how aboutyoutube strategy how to work
with the algorithm to grow yourchannel as quickly as possible
or because you want to learnabout YouTube strategy how to
work with the algorithm to growyour channel as quickly as
possible, or because you want tospy on my funnel.
Either way, you can go tocreatorfasttrackcom and you'll
see a couple opportunities thereto sign up for that free
training.
As far as the last thing toleave people with, it would be
(32:02):
this the system that we talkedabout today.
To some people it might soundsurprisingly simple.
To other people maybe manypeople, people it might sound
fairly complex and overwhelmingand like that sounds amazing.
But how would I ever set thatup?
And I just want you to knowthat you set it up one piece at
a time, just like how you eat anelephant you know one bite at a
time.
Or how you make any journey onestep at a time, right, you do it
(32:24):
one piece at a time and youdon't have to build the whole
thing until you get results.
That was was something that wasa myth, I believe, for a long
time, and I even kind of taughtit to people of like you have to
finish this project becauseyou're not going to get any
results from it unless you havea complete funnel.
Like half a funnel doesn't doanything.
But what I've learned at thispoint is that there are
strategic ways you can buildyour funnel where you can have a
(32:45):
single piece that does getresults.
It doesn't have to be fullybuilt out in this complex before
you get results.
So, for example, when we'reworking with clients, we have
them first of all live launcheach component of their funnel
as they create it.
So, like when they make theirwebinar, they do it live so that
they can get some results fromit.
Right, then they don't have towait until they have the whole
thing built and then they takethe recording from that as the
(33:06):
first version of the recordingthat they use in their funnel.
Later on they might rerecord it.
Most people end up doing thatat some point, you know, to
optimize it further based onwhat they see with the stats and
whatnot.
But you can certainly use thatas your first version, as long
as you got some conversions withit, and then you can layer in
your sales sequence and againyou can send those live first
and then you can pop them intoyour funnel and every piece you
(33:32):
add, if you do it right, it justis going to make the whole
system convert better and betterand making more and more sales
every month.
But you don't have to try tolike create the entire thing and
then launch it out into theworld and, you know, wait to
that point before you're gettingany results.
And I actually wouldn't evenrecommend that, because what
happens if you do that is youhave no idea if it's going to
work and so you put all thattime in up front and it's a lot
(33:53):
of time and then you launch thewhole thing and most of the time
, more often than not, it doesnot work, and you do not know
why.
Because there are so manymoving pieces and there are so
many potential points of failure, and so you can kind of analyze
, you can see, like where kindof the traffic's dropping off or
something like that.
But it can kind of analyze, youcan see like where kind of the
(34:17):
traffic's dropping off or orsomething like that.
But it can be really tough topinpoint the issue, Whereas if
you create and release one pieceat a time strategically, then
you're able to assess each oneas you release and make sure
that it's working before youbuild on top of it.
So it's kind of like if you werebuilding a house like, you
would want to set the foundationfirst and check it right, Make
sure that it's sound, beforeyou're building on top of it.
You wouldn't want to.
I don't know how you'd even dothis, but you know, try to build
the entire house all at thesame time, right, Like be
(34:40):
putting the windows in whileyou're also pouring the
foundation.
It just it wouldn't work.
It'd be much more difficult andit'd be more likely to create
points of failure.
Speaker 3 (34:49):
Right, we need that feedback.
Speaker 1 (34:52):
Thank you for sharing this Very practical and I would
say that again ultra practicaland advice by the way.
I always love when I have amoment to go behind the scenes
and see how somebody hasstructured their funnel Like.
I even have a folder on mycomputer.
It's called like funnel hacking.
And I'll take screenshots ofsales pages and I'll just peruse
(35:16):
them, and so I appreciate it.
I do this as well.
Yeah, right.
Speaker 2 (35:20):
My like inspo files.
Yes, so I'll just add you know,today we were talking about
sales funnels and then I talkedabout if you're interested in
YouTube strategy, you can go tocreator fast track.
If you're interested inlearning more about sales
funnels other than spying on myfunnel, the other thing you
could do is go togillianperkinscom um,
specifically gillianperkinscomslash 100 K Um.
(35:44):
You can read there about how wework with clients to help them
build funnels like this.
And then also in the previousepisode, kwejo, we were talking
about how I also have thispodcast series that people can
listen to if they just kind ofwant more free details.
We went really deep today, butyou'll still hear some like case
studies and some cool thingslike that.
That podcast series is calledthe 100K Method and you have the
(36:05):
link for that now so you canshare that with them.
But it's just a 10 episodepodcast that breaks down my
funnel building method and howthat works.
Speaker 1 (36:16):
Thank you for taking a moment out of your busy day to
be here and share with us andthe listener.
It's much appreciated.
Speaker 2 (36:25):
Well, thank you so much, Kwejo and Jamie, for
having me again.
It was my honor and my pleasureLove talking about this stuff
and I love being here on yourshow, so thank you so much.
Speaker 3 (36:33):
Absolutely.
Speaker 2 (36:33):
Thank you Absolutely.
Speaker 3 (36:34):
Thanks, Gillian.
Speaker 1 (36:36):
Dear listener, until the next time you see us or hear
from us, take care, be blessed,and we'll see you in the next
one.
Speaker 3 (36:42):
Bye, bye, bye.
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