Steps
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STEP ONE: INVITATION CAMPAIGN:
- Create invitation campaigns
- Click “Posts”, then “Campaigns”
- Click green “Add” button. This will open the Campaign Type selector
- We suggest selecting Manual and labeling the event as specifically as possible (e.g. YYYY-MM-DD Seminar Invitations)
- Verify campaigns are set to use correct sender profile by scrolling down and clicking change to view the options. This filters your branding for any templates you may use
- Select Campaign Audience.
- Be careful! A campaign audience cannot be changed once a campaign has been saved, you can only edit an email audience.
- We suggest selecting “Segment”, then “Add new segment”
- From here, click “Add condition”, then select what condition you’d like to base the group off of. We recommended “Audience Group”
- Creating an Audience Group of people who are invited can help you track your analytics later easier! Learn more about Audience Groups here
- If you use Redtail or SmartOffice, we also recommend creating a tag group in your CRM first, then wait 5-15 minutes for the integration to create your group in Worbix. Learn more about integrating Redtail with Worbix here
- Make sure to label your audience group as specifically as possible! (e.g. YYYY-MM-DD Seminar Invitation List)
- Creating an Audience Group of people who are invited can help you track your analytics later easier! Learn more about Audience Groups here
- Click “Done”
- Click “Save”. This will take you to the campaign main page
- Create any Email Posts you will want for the campaign
- Schedule any Social Media Posts you will want for the campaign
- Back on the campaign’s main page, click the green “Add” button, then select “Social Post”
- Click “Save”
- Create invitation campaigns
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STEP TWO: SET UP REGISTRATION:
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- We recommend creating a campaign Custom Field to use for any links sent out to invitees within the campaign. This can be helpful in the event you need to change a link you have embedded into your emails or social posts. Rather than updating every single piece of the campaign, a custom field allows you to update it only once, by updating the custom field late
- To do so, click the “Custom Fields” tab on the campaign main page, then the green “Add Field” button
- In “Field Name”, we recommend labeling as specifically as possible (e.g. YYYY-MM-DD Seminar Registration Link)
- In the “Value” field, input your relevant link
- We recommend creating a campaign Custom Field to use for any links sent out to invitees within the campaign. This can be helpful in the event you need to change a link you have embedded into your emails or social posts. Rather than updating every single piece of the campaign, a custom field allows you to update it only once, by updating the custom field late
- For registration links, there are two options:
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- OPTION 1: REGISTER NATIVELY IN WEBINAR SERVICE APP
- Benefit: Confirmation & reminders sent automatically from webinar service
- Con: manually check if they have already registered. If so, remove them from invitation Audience Group
- OPTION 2: REGISTER IN WORBIX
- Benefit: Branded/personalized confirmation & reminders, and everyone utilizes the same join link, which makes it easier to fix if a link breaks
- Create registration form & design form
- Under the Settings icon on the left, select “Form Builder”
- Choose ‘inline’
- Fields: first, last, email, phone – all required
- Format form title – hex code #FF9800
- Verify form is set to use correct sender profile
- Form actions: add to AG ‘registered – needs to attend’ (note: don’t create AG at advisor level – grab from shared AGs)
- Success message: “Thanks for signing up! Check your email for a confirmation email – it may be hiding in junk or spam :)”
- COMING SOON: We’ll have an integration with Zapier so that when invitees register in your own form, it will automatically create them as a registrant in your webinar service – that way you can still use own form and have the choice of using webinar system confirmations and reminders or your own branded ones. Plus, it can automatically make sure they stop getting invitations.
- OPTION 1: REGISTER NATIVELY IN WEBINAR SERVICE APP
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STEP THREE: CREATE FOLLOW UP PROCESS
- We recommend having a follow up process set up through Worbix of two or three emails sent out soon after the event. The quicker the emails are, the hotter the leads!
- Make sure to create this before the event, especially if you work with compliance, to keep those leads hot.
- Creating a new Campaign might be helpful to separate your analytics from invites vs follow-up
- For follow-up, you can either use a campaign or a bot. While a regular campaign is scheduled by you, bots automate sending emails based on actions (e.g. when an invitee registers, they receive a confirmation email right away, regardless of when they signed up!)
- Hover over the settings icon on the right hand side and click on bots
- Learn more about using bots here!
- Click the green “Add” button
- For this purpose, you will probably want to select “Form Submit” for confirmation emails or “New Audience Group” for post-event follow up, but there are many options to trigger your automations
- To add people into a “New Audience Group”, you will have to export a list of attendees from your webinar site analytics, and upload the contact list to Worbix. Learn more about uploading contacts here. Then, in the Select Group section on the right, select the group you created.
- When setting up your bot, make sure to choose your Call To Action (CTA) before creating any emails to make sure the ball keeps rolling!
- Prepare actions in bot
- These can be dependent on how much information you want about the event. This could be:
- For everything – whether they attended, registered/missed, invited/missed
- Or more simple, such as, depending on if they attended or missed
- These can be dependent on how much information you want about the event. This could be:
- Plan ongoing drip
- Options built into Worbix from RW are: Weekly, Monthly, Hegna Drip
- Last follow up message we recommend to add what the invitee should expect going forward
- Last follow up ‘action’ in the bot should be to add them to a Worbix Audience Group to receive drip messaging
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STEP FOUR: RECEIVE APPROVAL / ACTIVATE
- Review all emails, links, messaging. Check for any broken links, typos, or other errors. Having a second set of eyes look them over can be helpful for this!
- Submit to compliance and receive approval. Learn more about submitting to compliance here!
- When your event pieces have been approved, go back to the bot, and select “Activate”
- Schedule all emails/social posts in campaigns
- Back in the Campaign, click on the name of an email or social post to open it
- Under Save or Publish Post, select “Schedule Post”, then fill out your desired date and time
- At the top right above your email preview, click the green “Schedule” button, then “Approve”
- Do this for every piece of the campaign
- Activate all bots & verify your form is created and ready to go
- Review your ‘calendar’ view
- Under the Posts icon, select “Posts Calendar”
- Here, check to make sure your post scheduling makes sense, that nothing is overlapping or contradicting in content, and that there isn’t too much going out at once
- Add your invitees to the campaign!
- If you created your invitee list on an integrated CRM like Redtail or SmartOffice, this step has already been completed for you
- If not, click the contacts icon on the left, and select which contacts you’d like to add to the event. This can be done through Audience Group, Custom Filter, or Lead Score
- To create a Custom Filter for this, click the downward arrow to the right of the People button, then select “+Custom Filters”, then fill out the filter name and conditions
- If you’re using an Audience Group, you can find and click the list in the Audience Group box on the right
- The same applies for Lead Score
- When you have a group pulled, click the two squares icon to the left of “Actions” to select all contacts on this list
- Click the “Actions” button, then select “Add to Audience Group”, then select the group you created, and click “Ok”
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STEP FIVE: KEEP UP ON THE EVENT
- Leading up to the event, check that contacts are correctly getting added to right groups as they take action.
- If you are using a native webinar registration, remove registrants from ‘invitation’ audience group so they stop getting invites
- To check on this, go to the Contacts icon on the left
- We recommend using a Custom Filter for this, so click the downward arrow to the right of the People button, then select “+Custom Filters”, then fill out the filter name and conditions to make sure people are not in both the “registered” and “invited” groups at the same time.
- Leading up to the event, check that contacts are correctly getting added to right groups as they take action.
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STEP SIX: REVIEW ANALYTICS / FOLLOW UP PERSONALLY
- Review all email analytics as desired for ideas for improvement. For example, did an email have an unexpected low number of opens and clicks? It’s possible that email went to spam due to too many links. Any anomalies or numbers you pull can improve your campaigns in the future
- You can reach some of our analytics tutorials here and here!
- We suggest you track which attendees are engaging with your CTA, and send personal calls to those who aren’t, for the personal touch that might win them over
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PRO TIPS & EXTRA OPTIONS:
- Record a video invitation for your emails. It can be only a minute, but the personalization and human connection can improve your relationship with client
- Boost your social posts on facebook. Many advisors find success with this; it’s easy and pretty cheap!
- Use Canva to design a handout for your office
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DOES THIS SOUND LIKE A LOT?
Hire us to do this for you (Custom Campaigns start at $499/event), or purchase our Retire Happy! Concierge Event Package where even the speaker & presentation is prepared for you!