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We’ve spent $82,254 on just our weekly live webinar this year.

Almost 10,000 people have signed up, we’ve booked 283 calls, made 64 sales, and generated a 3.9X ROAS.

And this has been a game changer for our company because it’s created such consistency in sales.

In this episode, I’m walking you through our entire year’s data and giving you all the behind-the-scenes of the weekly live webinar we’ve been running since February.

Key Takeaways

• Every number behind our $82,254 in ad spend and 3.9X ROAS
• Our exact strategy for getting people to show up live and book calls
• How this replaced the pressure to do big live launches
• Who this is for + Why I love the weekly webinar strategy for 2027

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

I love the weekly webinar strategy. it has been a game changer for our company because it’s created such consistency in sales. “By the fifth, by the sixth webinar, you’re already 10 times better than you were at delivering the webinar, at showing up.” Every time you do it, even now, every time I do it, I find little things I wanna change ’cause I’m like, “Ooh, that could be said a little more clear. That could be said a little better.” So a lot of this comes down to consistency and a system.

Embodied CEOs don’t chase trends. They pave the way they lead from within. Move by purpose, unshaken by noise. When you are the source, you do not need permission.

Hello, everybody. Welcome back to the podcast. I am super excited for today’s episode. I’m gonna actually get my computer, and I’m gonna walk through our entire, almost this entire year’s data of my weekly live webinar and give you all the behind-the-scenes. So we’ve been running this webinar since February to still running it now, which means we’re at over 30 of these webinars that I have run this year.

And it has been a game changer for our company because it’s created such consistency in sales. So I’m gonna run through the numbers. We’ve got so much data. And something really cool that in the next week, if it hasn’t already come out, ’cause I’m currently building it right now for our clients, is I took all of these webinars, my transcripts, the slides, and I built a tool where a client can upload their transcript if they’ve already done the webinar or their slides and get feedback and get an audit.

And these are all extremely high-converting webinars. So I built that tool for our clients to be able to use. And maybe by the time this podcast comes out, it will be launched. But if not, soon which is really valuable. Webinar is truly a work of art. I love them so much. But they take time to get converting.

So before I do that, I want to share one thing. This is not enough of a podcast episode on its own, but I just feel like you guys are gonna dig this. And I also feel like if someone told me this, it, I would’ve helped me. So I’ve been doing this thing this week, and it’s kind of changed my life. And I’m working right now with a coach, coach, energy healer, Really someone who’s helping me connect to my own energy, quantum field, intuition, source, whatever you wanna call it.

Because I know that for my next level, it’s gonna come from being versus doing. I know this so deeply, and there’s a lot of deconditioning and reprogramming that I have to do because I’m such a doer. And that doing is amazing. I love it. I love that about me. I don’t wanna change it. I don’t want it to swing when it goes into disconnecting me from myself, from the universe, from God, whatever you call it.

And I know that for what I have planned and the visions that I have for events and impacting people at retreats and my deeper work, that I have to come from that place of deep connection and more ease and flow and being versus doing. So anyways, I’m working with a coach. And one of the things that she’s having me do this week is this…

It takes, like, three minutes. It is this very short, I guess you’d call it a meditation, it’s not guided, meditation where essentially I do a couple steps, but essentially what I’m doing is connecting to the field, connecting to my body, connecting to energy, connecting to you know, God, whatever you wanna call it.

And I am focused on, number one, that connection in my body and feeling it. So, like, dropping into my body and out of my mind, which has an actual energetic feel to it. Like, I can feel when I’m in my body versus in my head and in my heart. And number two, then I focus on in the next hour or t- this day only, what do I wanna cultivate?

What do I want? Maybe it’s, maybe it’s a, a, an energy that I want. Maybe it’s a situation that I want. Maybe it’s how I wanna feel. Whatever I wanna bring to life. Whatever I wanna ask for. And I do it, like, five or six times a day, okay? She told me to do it every hour, but I can’t do it every hour. I try, and I’ve, I’ve literally just, like, sat in my car, I sat in the p- the chair over there and did it beforehand.

It is really changing everything for me, and I think it’s because it’s so many times throughout the day, it’s just connecting me back. And some wild stuff is happening because I’m also, like, thinking about what I want, and then it’s happening. Then I just got chills. In the same day. And I’m like kind of playing with it ’cause I’m like, “I wonder if I ask for this if it’ll come true.” And I’m, I’m pretty detached from it coming true or not. But anyways, I wanted to share that because I think that for a lot of us, we go after the peak experiences. I know I do. The peak, the retreat, the Joe Dispenza event, the big mushroom experience, and even like the 90-minute Joe Dispenza meditations.

And those are great, and those are awesome resets. And I do do longer meditations in the morning. Ideally, I like to do at least 30 minutes when I don’t have to get my kids out the door and start my day. I like to do an hour. Sometimes on the weekend I’ll do a 90-minute Joe Dispenza.,

But the little bit throughout the day is such a game changer, and I’ll do it like before I get on a call or before I record podcasts, and it’s like also a chance for me to go, “What do I need to bring into this conversation, into this call, into this coaching container, into this podcast? Like, how do I connect to my heart so that I can be the most connected, impacted version of myself or impactful version?”

So I wanted to share that. It’s not a whole podcast episode, but it is having a really positive impact on my life and something I’ve been doing this week. Okay, we’re gonna sh- shift gears. We’re we’re gonna talk about marketing now. So let me give context to my weekly webinar, and then I’m gonna give you all the data and all the behind the scenes and share it with you.

A weekly webinar is, is a live webinar, right? You’re doing it live. And it primarily is gonna pull in cold traffic because you’re putting it out, it’s the same webinar. So you can’t promote that to your list you know, or to your audience every week the same thing. If you have a big social following, you can definitely sprinkle that in throughout, and we do do that in my social media posts.

But it- that’s definitely a very small driver of leads. Majority of our leads are coming from ads. So what we do is it’s the same webinar, and I run it on Tuesdays, and we just change it that morning to the next Tuesday date and time. And we don’t stop the ads. We keep the ads running. The ads don’t say the date or the time, the page does.

So we update the page the morning of and just change it over, and we keep the ads running. The ads go to all my top converting audiences. So cold traffic, also retargeting, you know, social media engagement and followers retargeting people who watch visibility videos, website traffic, but also a lot of cold traffic.

So it is cold traffic coming into the funnel for the most part. And so I run this every week. It’s the same exact webinar. And I have made improvements to it throughout the whole year, but I have not overhauled it. It’s the same topic, same messaging, same structure, pretty much same pitch. And so we… I spend about right now $2,500 a week on the webinar, and we get about a $9 cost per lead on average.

Sometimes that fluctuates up to $11. I have some audiences that I know bring in higher quality, and so I actually would rather pay a little more cost per lead for the quality of the audience. we run that. We pay about 9 to $11 cost per lead. And then out of those leads, about 18% show up live. And from there, on the webinar live, I convert anywhere from 25% to my record was 45% of the actual live attendees to book a call.

And then we close about 30% of those calls every week. So every single week, I have calls coming in for my sales team. So as far as the strategy, let me give you a overview of it. I think I have talked about this on the podcast, but we’ve updated some things and changed some things, and there’s some pretty cool things that I’ve added in.

So ads run to the same funnel The thank you page has mu- I want them to show up. So it’s book, get it on your calendar. I do no replay, so you have to be there live to get access to it. No replay. And then there’s also a live show up bonus, which we just changed over to our 2026 ads vault. So all our top converting, highest converting ads got put in a PDF as an ads vault.

And if you show up live, you get that link as well. So the, the incentive to show up live is, number one, there is no replay. The only way to get access to this is to come live. And number two, you get the ads vault. they sign up, the thank you page says all that, book it on your calendar, get on your calendar.

It has an ads calendar button. And then I have a call to action to DM me on Instagram for a, for a bonus which is content posts that sell. It’s a PDF, really cool resource on basically the top posts that are gonna sell clients. And so they DM me that. That can, that can start conversations. They get a message, and basically that message right now just asks, “Here’s a resource.

Are you gonna be there live with me on Tuesday?” So once they sign up, our confirmation and our nurture emails, there’s only one email that has the date and time in it, which is the confirmation email. All the rest just say Tuesday, ’cause I do the webinar every Tuesday. And so that way we don’t have to update all those emails every single week.

So we have, I forget how many, but we have confirmation and probably about three or four nurture emails. Then we have 24-hour and one-hour reminder, and then we do text messages as well. We have text message at when you go to sign up as an optional field. I don- I never require phone numbers ’cause it will impact your opt-in rate, and people will just put fake ones if you require it.

So I have that as an optional field. We text a few reminders, not a lot, mostly like live now and I think probably 24 hours. And then webinar happens. Webinar is, is live every single time, and I’m able to engage with everybody, so I get the energy and the momentum and the conversion of live, but I get to run it weekly.

So why I love the weekly webinar is it’s consistent. It’s happening every single week, and I don’t have to overhaul the topic and the, and the presentation, but it’s also a live launch basically, and so the conversion is higher. However, it’s majority cold traffic coming into this, so it’s majority people who don’t know me at all.

So as a business strategy, once a quarter I will still do something else so that I can reengage everybody who signed up for the webinar, my list, my audience, you guys, everybody. And so that for the last two quarters has been our challenge. I’m not sure if we’re gonna do it… Like, I, I may do one more challenge before the end of the year or I might save it for January, because the reality is our webinar crushes it so much.

I don’t feel the pressure to do those big live launches, but when I do, they’re huge surges for the business, which is awesome. But I feel like you could overdo it a little bit. So I like to throw in… My ultimate strategy for somebody would be weekly live webinar with still some sort of quarterly experience.

Now, here’s the thing. A weekly webinar is only gonna make sense if you have enough budget to be spending to get enough volume. Because if you’re spending $100, $200 a week, you’re just not gonna get enough registrants to then make it worth it for you to go live. I would say the minimum, the minimum that a weekly webinar makes sense is if you can spend $500 a week, the minimum.

If you can spend more than that, obviously you’re gonna get more signups, you’re gonna get more sales if it converts. So once the webinar happens, there’s a bonus that goes on for four days after the webinar to push people to book a call. So on the webinar, I, my pitch is booking a call, and then we have a follow-up email sequence, and then what we do is once that sales portion of the sequence ends, I reinvite them to the next webinar.

So if they did not attend the webinar, I say, “Hey, you didn’t attend. You didn’t make it. I’m doing another one on Tuesday next week. Sign up. Get access.” That go, that goes through, and then there’s one more downsell to our unignorable product. And when someone is in our webinar sequence, they’re not getting our regular emails, so they’re not getting my podcast, so there’s never a risk that they’re getting, like, sales emails and webinar would be way too much, or they’re getting, you know, webinar follow-up emails while I’m promoting something else on my list, ’cause you never know.

And so after they go through that whole sequence, which it ends up being like a 10-day sequence between the follow-up sales push, the sign up for the webinar, I think there’s two more. I think it’s like the day before and a couple of days before Tuesday, we say, “Hey, I’m doing another one. Sign up.” And then there’s the downsell, and that’s like a full 10-day follow-up.

And then after that, they get put on my regular list. Now they start getting podcast emails, and if I promote anything Usually about once a quarter, I will also do a push to my list for the training. So what I did recently was I changed the live show up bonus to this fresh one, which is really an awesome resource.

We pulled like 35 top converting ads, visibility ads, lead gen ads, sales ads. We pulled all those and we put it in a resource, and I changed the live show up, which gave me a reason to be able to go to my list and say, “Hey, sign up for this training. I’m just releasing this new live show up bonus.” So what I’m saying is you can sometimes go back to your list and invite them to the training, but it’s once a quarter.

Like, it’s… You don’t wanna hound people with this, ’cause it’s the same topic. So then we combine that with our quarterly strategies, and the best part about this is it has created consistency with a high conversion. So I’m gonna share with you guys the numbers. So what is cool is I have built a marketing dashboard that tracks every single webinar and its performance and its sales and how it has done. And I can see, you know, all, every week our sales. But for the actual year, we have had over 9,000 people sign up for the webinar, 8,958, this is as of today right now, 8,958 have signed up from ads, 743 from organic, which means my email list, which I really haven’t pushed it that much, and then 212 from social media.

So that gives you an idea for a total of, as of today, 9,909. My average show up rate is actually 16%, so a little lower than I would like. That, that I would say is one of the hardest parts of anything live today, is getting people to show up. So average, and some weeks I have higher, this last one I did was 15%, but then we had 22, 37%, 20, 22. So we’ve had… In the summer, we had one that had 8% that brought our conversion way down in August, which I think is ’cause it’s a tough time. But then August 11th, we had 25%. So also the quality of the leads matter, and we’ve played with targeting throughout this.

I’ve spent a total on just the webinar, so I run other ads, on just the webinar of $82,254. For the year from just the webinar, we have had a total of 64 sales. We’ve had 283 calls booked, and my average conversion of live so people on live who book a call is, is 29%, which is really good. Proud of that. average return on ad spend is 3.9x, and that is just people who have gone ad to weekly webinar.

They also may go ad to weekly webinar and buy in my challenge, and so that’s just on, like, direct sales of ads. They come into the webinar and we book a call, and we put them in the right offer. So they may go into our 3K offer, they may go into our 6K offer, they may go into our higher done-for-you offer.

Something really interesting that has been almost proving me wrong this year is how quickly we can convert buyers. So a lot of our buyers now are coming through the webinar brand new, been on the list for four days, six days, and they’re buying. And then we of course have follow-up on the remaining that are not buying.

But that’s something that in the past I would have said is extremely hard to do, to convert somebody immediately going ad to webinar to buy. And I do think we’re seeing a shift in people making decisions faster when they have a problem that needs to be solved and feel fully confident that you can solve the problem.

So the average time on, on my list from… This is crazy. The average time on my list for all these buyers is 12 days. That’s crazy. And some of these sales came in organic, but it’s less than 10%. So majority of these are going from ad to book a call to buying with average time on the list 12 days. When you can master a system that does this in your business, I’m telling you, it will change everything. I would say the hardest part of marketing is building something that you can convert cold traffic and cold traffic quickly and consistently. When you have that, now I can continue to scale. And honestly, I haven’t put more money in our ads because w- it pushes our delivery. Like, we can only take on so many clients.

And one other thing I do wanna say is as I’ve done all these webinars, I have sometimes had some webinars that got zero sales. And then I’ve had some webinars that got, like, $20,000 just from that single webinar in sales and I spent, you know, 2,000 The point is that I’ve never skipped a week. I have stayed consistent.

I have trusted the process, and also trusted the long game that is still a part of that process, right? I know that even with the, what did I say, 3.9 or x- or 3.5X ROAS, whatever I said, even with that, I know that I’m also building leads, and I’m nurturing relationships, and I’m building an ecosystem that if they don’t buy right now, they may buy in the future.

And now they’re in, they’re in my ecosystem, right? The thank you page, I sent them to my DMs. They went to a webinar. They got emails from me. They’re on my email list. I hopefully get them into my podcast by… through email marketing. Like, they’re in my ecosystem. So even with the return on ad spend, it’s actually a much higher return for my business because it’s created consistency.

What did I say? We added 10,000 lead- 9,000 leads to our email list just from this funnel this year. That’s crazy. That is huge growth. And then being able to say, “Oh, it’s profitable in a, in a very high way,” and there’s the 98% or whatever of leads who haven’t bought yet. That’s the goal for every one of your businesses.

That is what you need. Like, that is what I preach, is you need consistency. You need consistency in audience growth, lead generation, and therefore sales. And the hardest part to master in marketing is doing this with cold traffic because it’s a totally different game. I’ll have clients come to me and they’re like, “I got these sales, and this is, you know, why they bought or what they came to me for.”

And I’m like, “Yes, because they knew you. They were referred to you or they’d had talked to you.” It is a different game when you transfer that over to somebody who has no idea who you are. You have to be extremely dialed in your messaging, in the problem you solve, in the desire you fulfill, and in why they should trust you, and why they should trust you so much that they are willing to pay you and they believe you can solve their problem right now.

That takes, number one, time because you have to build credibility as a brand, and number two, it takes messaging work. So as you look at your 2027, I love the weekly webinar strategy. It is only for somebody who’s willing to spend the money consistently. You have to be able to spend the ad spend, otherwise it’s not worth it for you to show up live.

But if you’re willing to do that and you’re willing to play that long game, it… I love it because also when I have clients do it, I’m like, “By the fifth, by the sixth webinar, you’re already 10 times better than you were at delivering the webinar, at showing up.” Every time you do it, even now, every time I do it, I find little things I wanna change ’cause I’m like, “Ooh, that could be said a little more clear.

That could be said a little better.” So a lot of this comes down to consistency and a system. And those are, those are two things that, you know, I preach. If you would like to go check out my webinar funnel, I’ll drop a link, embodiedmarketing.com/training. Don’t just go hack me though. Like, if you just wanna see the webinar to hack me, just DM me and I’ll give it to you, and don’t skew my metrics.

And if you would like this built out for you, this is something we do for clients. And what’s really cool is we even do it for our scale clients, so you don’t have to go the full done for you if you’re not ready for that. I had a client who flew out to Austin for a VIP day a couple of months ago, and we did a full overhaul of his messaging, of his offer, brand new offer.

We spent all day, eight hours in here, and took his 30 years of experience, I adore this client, 30 years of experience, like such an embodied expert, and made it incredible messaging and incredible offer. Then he went on to work with my team. We built out the sales funnel. We built out the webinar. He built out the webinar.

I audited the webinar. And this last week he just did his first webinar, and he closed 50% of the people on the webinar to book a call. And then in the first two calls he closed a sale at I think a $6,000 sale and we only spent $500 on ads for the first webinar, so massively profitable. And it just comes back to it’s a system, you guys.

It is a system. It is not luck. It is the messaging, it is the strategy and the experience, and then it’s the offer. Those three things. Anyone can make this successful, but you’ve gotta commit to it. You’ve gotta commit to the depth of it and you’ve gotta commit to the timeline of it. So if that’s what you’re interested in, go to helpmystrategy.com and I will connect you with my team.

We can see how we can support you in all different levels that we have. And I hope you guys enjoyed this behind the scenes of my own funnel. Thank you so much for tuning in. Talk to you guys next week.