Más contenido relacionado Similar a Webinar Demand Creation for Content Marketers: From Start to Finish (20) Más de Content Marketing World (20) Webinar Demand Creation for Content Marketers: From Start to Finish1. Webinar Demand Creation
for Content Marketers:
From Start to Finish
Mike Agron – Executive Webinar Producer
WebAttract, LLC
@WebinarReady • #cmworld
#cmworld
©2012, WebAttract LLC
2. Welcome
Introductions
Housekeeping
Workshop goals
3 things you want to learn?
#cmworld
©2012, WebAttract LLC
3. What We’re Going To Cover
USING CONTENT TO INSPIRE PROSPECTS
TO BECOME CUSTOMERS
• A proven “repeatable” methodology
• Best practices for optimizing results
• Key metrics for ensuring success
• “High Performance – High Impact”
• Delivering predicable outcomes
• Convert more prospects into customers
#cmworld
©2012, WebAttract LLC
5. THE CASE FOR WEBINAR READY
Methodology
Best Practices
Metrics
#cmworld
©2012, WebAttract LLC
7. High Impact – High Performing Webinars
High
High Performing High Performing
Commercial Outcomes
Low Impact High Impact
Low Performing Low Performing
Low Impact High Impact
Low Value to Your Audience
#cmworld
©2012, WebAttract LLC
8. High Impact – High Performing Webinars
High
High Performing High Performing
Low Impact High Impact
Commercial Outcomes
Low Performing Low Performing
Low Impact High Impact
Low Value to Your Audience
#cmworld
©2012, WebAttract LLC
9. IT’S AN ONGOING BALANCING ACT
Business Drivers Logistics Human Factors Technology
#cmworld
©2012, WebAttract LLC
10. It’s a Mini Theatrical Event
The WebinarReady Methodology Comprises Five Acts
ACT I ACT II
The Plan Recruit Audience
ACT III ACT IV ACT V
Message Shaping Go Live! Post Webinar
#cmworld
©2012, WebAttract LLC
11. Think of a Radio Show With Pictures
#cmworld
©2012, WebAttract LLC
12. FROM LET’S GO TO GO LIVE!
OPTIMAL RESULTS ACHIEVED OVER 8 WEEKS
Budget at least one hour of pre production time for each live minute
#cmworld
©2012, WebAttract LLC
13. ACT I
The Plan
Setting the Stage for a Smooth Production
#cmworld
©2012, WebAttract LLC
15. Project Kickoff and Scheduling
• Step 1: Define your objectives, target audience,
desired outcomes and success factors
• Step 2: Set up a webinar project timeline and
gather the ensemble
• Step 3: Hold a kick-off meeting
• Step 4: Schedule your webinar
#cmworld
©2012, WebAttract LLC
16. Ensuring Predictable Outcomes
Webinar
Objectives
Analyze
Audience
Life Cycle
Value
Intelligence
Define
Call To
Success
Action
Factors
#cmworld
©2012, WebAttract LLC
17. Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
DURING WEBINAR
Online Polls
Live Questions
AFTER EVENT
Surveys
On-Demand Views
Social Media
Lead Nurturing
#cmworld
©2012, WebAttract LLC
19. ACT II
Recruit
Audience
Getting the Right Audience to Register
#cmworld
©2012, WebAttract LLC
21. Getting the Right Audience to
Register
• Step 1: Write a compelling invitation that attracts
• Step 2: Create the Registration Landing Page
• Step 3: Source the right audience
• Step 4: Execute your invitation strategy – start
audience recruitment
• Step 5: Track registration metrics daily
#cmworld
©2012, WebAttract LLC
22. Webinars Are Magnets for Attracting
Prospects That Are Ripe To Become Your
Customers
OR
Their Needs are Not Being Met They are Actively Looking for a
Solution
#cmworld
©2012, WebAttract LLC
23. Informational vs. Sales Pitch
Informational vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing
#cmworld
©2012, WebAttract LLC
24. POPULAR B2B WEBINAR THEMES
Case Study – Business
Improvement
How To - Tutorial
Standards &
Compliance
#cmworld
©2012, WebAttract LLC
25. KEY SOURCES FOR GREAT CONTENT
Client
Case
Studies
White Industry
Papers Analysts
Subject
Matter Authors
Experts
#cmworld
©2012, WebAttract LLC
26. KEY FACTORS OF A CASE STUDY
FOCUS ON BUSINESS VALUE
• Case Story Company Profile
• Challenges
• Options
• Solution
• Results - Metrics
• Best Practices
• Lessons Learned
• How to Get Started?
#cmworld
©2012, WebAttract LLC
27. EXERCISE #2
Identify the source of content you’re going to use
for your next webinar from the list below, and
write a short description:
Case Study
Tutorial
Compliance and Standards
Other
#cmworld
©2012, WebAttract LLC
28. INVITATION DEVELOPMENT
COLLABORATE & ITERATE
• Align messaging with value
proposition & WIFM?
• Compose in the audience’s
jargon and style
• Leverage credentials of
contributing parties
• Personalize with headshots
• Invite, enthuse, excite… but
don’t sell
#cmworld
©2012, WebAttract LLC
36. REGISTRATION LANDING PAGE
• Use branding and imagery
• Concise expression of the webinar's
purpose and content
• Ask relevant and non invasive questions
• Obtain pre-webinar intelligence
- Industry
- Company Name & Title
- Geography
Always Ask: What Would You Like
To Learn From This Webinar?
#cmworld
©2012, WebAttract LLC
37. AUDIENCE RECRUITMENT BENCHMARKS
TO DRIVE 250 REGISTRANTS AND 100 ATTENDEES
Metric Significance
50,000 Size of the targeted demographic audience
750 1.5% will reach your registration landing page
250 A Click Thru Ratio of 33% will yield 250 registrants
100 40% or more registrants will actually attend
#cmworld
©2012, WebAttract LLC
38. AUDIENCE RECRUITMENT - PLANNING
MAKE THE AUDIENCE YOUR TOP PRIORITY
• What do you know about them?
• Is your topic a “must have” or a
“nice to have”?
• What value will they get out of
investing their time with you?
• Define call to action & next steps
#cmworld
©2012, WebAttract LLC
39. AUDIENCE RECRUITMENT - TACTICAL
• Build a profile of the group
to recruit your audience from
• Match the value proposition
to the group
• Consider your group source:
–In-house
–Rental
–Media Partner
–Outsource Segment prospects into industries,
levels, job functions, revenue size,
# employees, geography, etc.
#cmworld
©2012, WebAttract LLC
40. AUDIENCE RECRUITMENT - EXECUTION
• Start promoting 2½ to 3 weeks
before the webinar
• The email subject line is critical
• Adjust strategy based on
landing page intelligence and
metrics
• Do subject swaps for each Drip
• Always be CAN-SPAM Maximize registration with 4 or
compliant more well timed e-broadcasts using
Drip campaigns with filters
#cmworld
©2012, WebAttract LLC
41. The 6 Key Webinar Metrics
• Click Thru Ratio or CTR
• Attendee Ratio or AR
• Online Polls
• Exit Surveys
• Audience Retention
• On Demand Viewings
#cmworld
©2012, WebAttract LLC
42. 1. Click Thru Ratio (CTR)
Before the Webinar
#cmworld
©2012, WebAttract LLC
43. Click Thru Ratio (CTR)
What Does It Measure? What Does It Predict?
Percent of People Registration - Attendance
Registration landing page
People who Register
Message and value prop
Click to Registration Page
#cmworld
©2012, WebAttract LLC
44. How do you Know if you’re on Track?
CTR What it predicts and what you can do to increase registration
Benchmarks
34% - 50% Excellent - Indicates your message is connecting
23% - 33% Target - Invitation message is specific to audiences interests
<23% You should be concerned, as something is not connecting with your audience
1. Are you targeting the right demographic?
2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch?
3. Are you asking too many landing page questions that are invasive?
4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not
5. Does each touch or Drip have a fresh subject swap?
#cmworld
©2012, WebAttract LLC
45. ACT III
Message
Shaping
Breathing Life Into Your Production:
Table Reads, Sound Checks, and Dress Rehearsals
#cmworld
©2012, WebAttract LLC
47. Breathing Life Into Your Production
• Step 1: Begin creating relevant slide content
• Step 2: Gather team/ensemble for a Table Read
• Step 3: Gather speakers and moderator for First
Dress Rehearsal
• Step 4: Gather team for Final Dress Rehearsal
• Step 5: Sound Checks
#cmworld
©2012, WebAttract LLC
50. Table Reads and Dress Rehearsals
• Use invitation to brainstorm
message shaping
• Find your speakers passion
• Dialog vs. Monologue
• Practice flow, cues, transitions
• Visually appealing slides
#cmworld
©2012, WebAttract LLC
51. Before Sample of “BANT + Sales-Ready” Leads
Detailed background information on the prospect and the
selling opportunity helps drive more productive sales results #cmworld
©2012, WebAttract LLC
52. After “BANT PLUS” SALES READY LEADS
Budget
Set Next
Step(s) Authority
Detailed background Information
on the prospect and the selling
opportunity helps drive more
productive sales results
Data
Capture & Need
Cleansing
Timeframe
#cmworld
©2012, WebAttract LLC
54. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE
Poll #1
HOW MANY WEBINAR INVITATIONS DO YOU
RECEIVE A WEEK? (PLEASE CHOOSE ONE)
• None
• I receive 1 – 3 email invites a week
• I receive 4- 5 or more email invites a week
#cmworld
©2011, WebAttract LLC
55. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE
Poll #2
HOW MANY WEBINARS DO YOU ATTEND
WEEKLY?
(PLEASE CHOOSE ONE)
• None
• I rarely attend or no webinars a week
• I attend 1 or more webinars a week
#cmworld
©2011, WebAttract LLC
56. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE
POLL #3
WHICH OF THE FOLLOWING INSIGHTS PRESENTED
TODAY WILL YOU USE TO MANAGE YOUR NEXT
WEBINAR? (PLEASE CHOOSE ALL THAT APPLY)
• The role of planning
• Managing logistics
• Balancing the human factors
• Techniques for optimizing audio and video
• Using metrics to drive more predictable
outcomes
#cmworld
©2011, WebAttract LLC
57. Think of a Radio Show With Pictures
#cmworld
©2012, WebAttract LLC
58. THE MODERATOR AS A COACH
• Trust
• Passion
• Courage to be honest
#cmworld
©2012, WebAttract LLC ©2012, WebAttract LLC
60. Optimize Audio and Video
SPEEDTEST.NET – WWW.SPEEDTEST.NET/
SPEAKEASY.NET – WWW.SPEAKEASY.NET/
#cmworld
©2012, WebAttract LLC
61. HOW TO REALLY CONNECT WITH YOUR AUDIENCE
Professional Consumer
Landline
Large Diaphragm Headset
Handset
USB Microphone Microphone
Free
$100 up $30 - $50
#cmworld
©2012, WebAttract LLC
63. EXERCISE #3
What 3 things or best practices, will you
use in your next webinar to keep your
audience engaged?
#cmworld
©2012, WebAttract LLC
64. ACT IV
Sound Check
Go Live!
Sound Check and Go Live! Deliver an Engaging
Performance, Begin Post Webinar
Sales Lead Follow Up
#cmworld
©2012, WebAttract LLC
66. Sound Check and Go Live!
Deliver an Engaging Performance
• Step 1: Go through “Final Call” checklist on your
own 30 minutes prior to the final sound check
• Step 2: Launch your webinar hosting platform and
meet with speakers one hour prior to Go Live! for
final sound check
• Step 3: Go Live! and debrief ensemble
• Step 4: Begin Post-Webinar sales lead follow up
#cmworld
©2012, WebAttract LLC
68. DON’T FORGET THE HUMAN FACTORS
YOU’RE A BROADCASTER – THINK LIKE ONE
• Learn to work your microphone
• Tone of voice and inflections
• Monitor your breathing
• Smile and gesture
#cmworld
©2012, WebAttract LLC
69. FINAL SOUND CHECK
START AN HOUR BEFORE GO LIVE!
• Focus on the presenters
• Pre flight checklist and Plan B
• Review final slides
• Turn off all non essential apps
• Silence cell phones, turn off
ringers, “Do Not Disturb Sign”
• Launch splash screen 20
minutes prior to going live
• Final sound check
#cmworld
©2012, WebAttract LLC
70. GO LIVE!
HAVE FUN, IT’S ABOUT CONNECTION NOT PERFECTION
• Start and end on time
• Welcome your audience
• Enthuse, excite but don’t sell
• Call to action or next steps
#cmworld
©2012, WebAttract LLC
71. ACT V
Post Webinar
Convert Prospects
Into Customers
Put Your Sales and Marketing Hat On: Maximize
the Opportunity with Post Webinar Follow Up
#cmworld
©2012, WebAttract LLC
73. Put Your Sales and Marketing Hat On:
Maximize the Opportunity with Post
Webinar Follow Up
• Step 1: Archive a copy of the recorded webinar
• Step 2: Send follow-up thank you emails and
include how to get more valuable content
• Step 3: Do final analytics on
registration, attendance, performance
• Step 4: Segment leads
• Step 5: Measure webinar effectiveness
#cmworld
©2012, WebAttract LLC
74. Put Your Sales and Marketing Hat On:
Maximize the Opportunity with Post Webinar
Follow-up to Start a Warm Conversation
• Step 1: Archive a copy of the recorded webinar
• Step 2: Within 24-48 hours, send follow-up thank you
emails and include valuable content and information
• Step 3: Do final Registration, Attendance and
Performance analytics
#cmworld
©2012, WebAttract LLC
75. Segment Leads
• Bucket #1 – Sales Ready
• Bucket #2 – Non-qualifying
• Bucket #3 – Nurturing
#cmworld
©2012, WebAttract LLC
76. Ensuring Predictable Outcomes
Webinar
Objectives
Analyze
Audience
Life Cycle
Value
Intelligence
Define
Call To
Success
Action
Factors
#cmworld
©2012, WebAttract LLC
77. Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
DURING WEBINAR
Online polls
Live Questions
AFTER EVENT
Surveys
On-Demand Views
Social Media
Lead Nurturing
#cmworld
©2012, WebAttract LLC
78. Gather Insights by Attendees
Interests Plans to What Scale 1-5 What What did What Poll #1 Poll #2 Question
purchase would 5 being could we you like the other asked by
this year you like highest have most? webinar attendee
to learn? done topics
better? would be
of
interest?
MEMS Not sure General 5 More The Ask the Case Integration Define When
IMU researching Info technical Experts Studies on Kalmar Filter models discussing
content Panel hardware for the multi-
specific inertial Sensor
apples sensor fusion, are
errors there ….
MEMS Yes Practical 5 Good Any GPS Define Is the INS
IMU app of overview signal Models always a
MEMS not too related for the core
IMU GNSS technical topics inertial sensor?
Well sensor
organized errors
#cmworld
©2012, WebAttract LLC
79. The 6 Key Webinar Metrics
• Click Thru Ratio or CTR
• Attendee Ratio or AR
• Online Polls
• Exit Surveys
• Audience Retention
• On Demand Viewings
#cmworld
©2012, WebAttract LLC
80. Time to Get Under the Hood…
#cmworld
©2012, WebAttract LLC
81. Analyze all Other Life Cycle Intel
What kind of inertial technology
Industries Represented are you most interested in?
Other
4% MEMS IMU
System 10%
Integrator
16%
11%
34% Other
GNSS
Equipment
Manufacturer
18% Ring laser gyro
19% Product/Applica 61% (RLG)
tion Designer
Fiber-optic gyro
27% Mobile Device
(FOG)
Manufacturer
#cmworld
©2012, WebAttract LLC
82. Segment Leads
• Bucket #1 – Sales Ready
• Bucket #2 – Non-qualifying
• Bucket #3 – Nurturing
#cmworld
©2012, WebAttract LLC
83. Webinar Effectiveness
Impact on the Bottom Line
• Net new deals closed
• Converting a prospect into a customer
• Up sell and cross sell to existing base
• Increase sales pipeline
• Put’s you on the map as a viable brand
• Reach new geographies and markets
#cmworld
©2012, WebAttract LLC
84. Summary and How to Get Started
Q&A – Wrap Up
#cmworld
©2012, WebAttract LLC
85. It’s a Mini Theatrical Event
The WebinarReady Methodology Comprises Five Acts
ACT I ACT II
The Plan Recruit Audience
ACT III ACT IV ACT V
Message Shaping Go Live! Post Webinar
#cmworld
©2012, WebAttract LLC
87. IT’S AN ONGOING BALANCING ACT
Business Drivers Logistics Human Factors Technology
#cmworld
©2012, WebAttract LLC
88. THE CASE FOR WEBINAR READY
Methodology
Best Practices
Metrics
#cmworld
©2012, WebAttract LLC
89. High Impact – High Performing Webinars
High
High Performing High Performing
Low Impact High Impact
Commercial Outcomes
Low Performing Low Performing
Low Impact High Impact
Low Value to Your Audience
#cmworld
©2012, WebAttract LLC
91. 1. Click Thru Ratio (CTR)
Before the Webinar
#cmworld
©2012, WebAttract LLC
92. Click Thru Ratio (CTR)
What Does It Measure? What Does It Predict?
Percent of People Registration - Attendance
Registration landing page
People who Register
Message and value prop
Click to Registration Page
#cmworld
©2012, WebAttract LLC
93. AUDIENCE RECRUITMENT BENCHMARKS
TO DRIVE 250 REGISTRANTS AND 100 ATTENDEES
Metric Significance
50,000 Size of the targeted demographic audience
750 1.5% will reach your registration landing page
250 A Click Thru Ratio of 33% will yield 250 registrants
100 40% or more registrants will actually attend
#cmworld
©2012, WebAttract LLC
94. How do you Know if you’re on Track?
CTR What it predicts and what you can do to increase registration
Benchmarks
34% - 50% Excellent - Indicates your message is connecting
23% - 33% Target - Invitation message is specific to audiences interests
<23% You should be concerned, as something is not connecting with your audience
1. Are you targeting the right demographic?
2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch?
3. Are you asking too many landing page questions that are invasive?
4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not
5. Does each touch or Drip have a fresh subject swap?
#cmworld
©2012, WebAttract LLC
95. 2. Attendee Ratio (AR)
During the Webinar
COPYRIGHT 2012 WEBATTRACT #cmworld
©2012, WebAttract LLC
96. Attendee Ratio (AR)
What Does It Measure? What Does It Indicate?
Percent of People Interest in your topic
Attended Demographic value
Registered Post webinar follow up
#cmworld
©2012, WebAttract LLC
97. How do you Know if you’re on Track?
Attendee What it indicates
Benchmarks
>50% Excellent
40% Target
<30% Under Perform
#cmworld
©2012, WebAttract LLC
99. Online Polls
What Does It Measure? What Does it Indicate – Impact?
Level of engagement
Real time feedback Audience perspective
Message shaping
#cmworld
©2012, WebAttract LLC
100. How do you Know if you’re on Track?
On Line Poll What it indicates
Benchmarks
>75% Excellent
60 – 70% Target
<50% Under Perform
#cmworld
©2012, WebAttract LLC
101. High Performing – High Impact
Analysis
How will you monitor your online reputation going forward?
Response Rate = 66%
I'm not sure - I would like help
21%
Monitor only the sites I advertise
on
40%
No plan to monitor
9%
5% Reputation monitoring manually
25% Reputation monitoring with a
tool
#cmworld
©2012, WebAttract LLC
102. 4. Exit Survey
After the Webinar – On Exit
#cmworld
©2012, WebAttract LLC
103. Exit Survey
What Does It Measure? What Does It Indicate?
Your brand and thought leadership
How well did you met your
audience’s expectations? Ideas for future topics
Lessons learned for next webinar
#cmworld
©2012, WebAttract LLC
104. How do you Know if you’re on Track?
Exit Survey
Benchmarks What it indicates
Ranking Scale of 1-5
3 – 5 >90 % Excellent
3 – 5 80% - 90% Target
3 – 5 <80% Under Perform
#cmworld
©2012, WebAttract LLC
105. How do you Know if you’re on Track?
Exit Survey
Benchmarks What it indicates
Response
>35% - 45% Excellent
25%-35% Target
<25% Under Perform
#cmworld
©2012, WebAttract LLC
106. High Performing – High Impact
Analysis
On a scale of 1 to 5 - How did today’s webinar meet your expectations?
Response Rate = 42% with 98% Positive Ratings
2% 7%
7%
5 - Exceeded
4 - Above
3 - Met
38%
46% 2 - Barely Met
1 - Did Not Meet
#cmworld
©2012, WebAttract LLC
108. Audience Retention
What Does It Measure? What Does It Indicate - Impact?
Did you deliver what you promised?
Audio or technical challenges?
Audience Engagement
Your brand and thought leadership
Post webinar follow up opportunities
#cmworld
©2012, WebAttract LLC
109. Analysis
Attendee Counts Throughout Webinar
Peak Attendance = 378
400
350 337 331 329
314 312
80% 300 271
250
Mid Point
Q&A
200 173
Adjourn
150
Go Live!
100
50
0
11:59 AM 12:14 PM 12:29 PM 12:44 PM 12:59 PM 01:14 PM 01:29 PM
PST PST PST PST PST PST PST
Audience Retention at Q&A = 87%
#cmworld
©2012, WebAttract LLC
110. How do you Know if you’re on Track?
Audience What it indicates
Retention at Q/A
>85% Excellent
75% - 85% Target
<75% Under Perform
#cmworld
©2012, WebAttract LLC
111. 6. On Demand Viewings
After the Webinar
#cmworld
©2012, WebAttract LLC
112. On Demand “The Gift That Keeps on Giving”
What Does It Measure? What Does It Indicate?
Fresh new sales leads
Attended but watched again
Post webinar interest
Registered but did not attend
“Must Have” Content
#cmworld
©2012, WebAttract LLC
113. How do you Know if you’re on Track?
On Demand Targets as a % of
Viewings Registrants
>50% Excellent
15% - 30% Target
<15% Under Perform
#cmworld
©2012, WebAttract LLC
114. Analysis
On Demand Viewings Viewing # - % Total Viewings
431 viewings in first 45 days
Registered – Did Not Attend 90 viewings - 12%
Attended – Repeat Viewing 59 viewings - 8%
Fresh New Leads - Viral 617 viewings – 80%
Total On Demand Viewings 774 viewings – 100%
#cmworld
©2012, WebAttract LLC
115. To Continue the Conversation
On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)
The WebAttract Channel
Best Practice Videos Complimentary eBook
WebinarReady™
A Step-by-Step Guide to
Hosting Successful Webinars
@WebinarReady
www.webattract.com
mike@webattract.com
An End2End Solution for Webinar Demand Creation +916.804.4703
#cmworld
©2012, WebAttract LLC
Notas del editor Talks about the key points and then advances to importance of having a fast internet connection Both audio and video performance are enhanced by using the fastest speeds availableFrom “packet loss” with audio to latency with video, Go to human choosing best speaker devices and demo MikeReview BMTip – on where to find thisAdvance to last metric on tracking On Demand Viewings, or as I like to say, the gift that keeps giving Mike – excellent opportunity to do some content marketing…..adv Explain…..Fresh New Sales LeadsAdvance to Analysis Mike-TalkTipOK, let’s shift gears and talk about how we use all of this rich intelligence…advance Mike-80% were Fresh New Sales Leads, lot’s of buzz on topic, was promoted over social media channels and clients website…….Leveraged initial investment to have more 1:1 conversations for the clients sales reps……Adv…to benchmarks…