Webinar Demand Creation for Content Marketers: From Start to Finish

Webinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to Finish Mike Agron – Executive Webinar Producer WebAttract, LLC @WebinarReady • #cmworld #cmworld ©2012, WebAttract LLC
Welcome Introductions Housekeeping Workshop goals 3 things you want to learn? #cmworld ©2012, WebAttract LLC
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
#cmworld ©2012, WebAttract LLC
THE CASE FOR WEBINAR READY Methodology Best Practices Metrics #cmworld ©2012, WebAttract LLC
Metrics Tell a Story #cmworld ©2012, WebAttract LLC
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
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
IT’S AN ONGOING BALANCING ACT Business Drivers Logistics Human Factors Technology #cmworld ©2012, WebAttract LLC
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
Think of a Radio Show With Pictures #cmworld ©2012, WebAttract LLC
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
ACT I The Plan Setting the Stage for a Smooth Production #cmworld ©2012, WebAttract LLC
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
Ensuring Predictable Outcomes Webinar Objectives Analyze Audience Life Cycle Value Intelligence Define Call To Success Action Factors #cmworld ©2012, WebAttract LLC
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
EXERCISE #1 #cmworld ©2012, WebAttract LLC
ACT II Recruit Audience Getting the Right Audience to Register #cmworld ©2012, WebAttract LLC
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
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
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
POPULAR B2B WEBINAR THEMES Case Study – Business Improvement How To - Tutorial Standards & Compliance #cmworld ©2012, WebAttract LLC
KEY SOURCES FOR GREAT CONTENT Client Case Studies White Industry Papers Analysts Subject Matter Authors Experts #cmworld ©2012, WebAttract LLC
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
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
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
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
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
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
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
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
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
1. Click Thru Ratio (CTR) Before the Webinar #cmworld ©2012, WebAttract LLC
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
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
ACT III Message Shaping Breathing Life Into Your Production: Table Reads, Sound Checks, and Dress Rehearsals #cmworld ©2012, WebAttract LLC
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
GATHER ENSEMBLE FOR A TABLE READ #cmworld ©2012, WebAttract LLC
STORY TELLING & MESSAGE SHAPING #cmworld ©2012, WebAttract LLC
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
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
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
USING ON-LINE POLLS TO ENGAGE #cmworld ©2012, WebAttract LLC
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
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
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
Think of a Radio Show With Pictures #cmworld ©2012, WebAttract LLC
THE MODERATOR AS A COACH • Trust • Passion • Courage to be honest #cmworld ©2012, WebAttract LLC ©2012, WebAttract LLC
SOUND CHECKS POOR AUDIO IS THE ACHILLES HEEL FOR ALL WEBINARS #cmworld ©2012, WebAttract LLC
Optimize Audio and Video SPEEDTEST.NET – WWW.SPEEDTEST.NET/ SPEAKEASY.NET – WWW.SPEAKEASY.NET/ #cmworld ©2012, WebAttract LLC
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
Demo – Telephone vs. USB #cmworld ©2012, WebAttract LLC
EXERCISE #3 What 3 things or best practices, will you use in your next webinar to keep your audience engaged? #cmworld ©2012, WebAttract LLC
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
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
Final Check List – Page 36 #cmworld ©2012, WebAttract LLC
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
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
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
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
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
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
Segment Leads • Bucket #1 – Sales Ready • Bucket #2 – Non-qualifying • Bucket #3 – Nurturing #cmworld ©2012, WebAttract LLC
Ensuring Predictable Outcomes Webinar Objectives Analyze Audience Life Cycle Value Intelligence Define Call To Success Action Factors #cmworld ©2012, WebAttract LLC
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
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
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
Time to Get Under the Hood… #cmworld ©2012, WebAttract LLC
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
Segment Leads • Bucket #1 – Sales Ready • Bucket #2 – Non-qualifying • Bucket #3 – Nurturing #cmworld ©2012, WebAttract LLC
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
Summary and How to Get Started Q&A – Wrap Up #cmworld ©2012, WebAttract LLC
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
Metrics Tell a Story #cmworld ©2012, WebAttract LLC
IT’S AN ONGOING BALANCING ACT Business Drivers Logistics Human Factors Technology #cmworld ©2012, WebAttract LLC
THE CASE FOR WEBINAR READY Methodology Best Practices Metrics #cmworld ©2012, WebAttract LLC
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
Appendix of Benchmarks & Metrics #cmworld ©2012, WebAttract LLC
1. Click Thru Ratio (CTR) Before the Webinar #cmworld ©2012, WebAttract LLC
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
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
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
2. Attendee Ratio (AR) During the Webinar COPYRIGHT 2012 WEBATTRACT #cmworld ©2012, WebAttract LLC
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
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
3. Online Polls During the Webinar #cmworld ©2012, WebAttract LLC
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
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
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
4. Exit Survey After the Webinar – On Exit #cmworld ©2012, WebAttract LLC
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
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
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
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
5. Audience Retention After the Webinar #cmworld ©2012, WebAttract LLC
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
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
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
6. On Demand Viewings After the Webinar #cmworld ©2012, WebAttract LLC
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
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
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
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

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