Are Webinars Wonderful or Wasteful?
Webinars and screencast are many things to many different people. Are webinars for your business? The answer may not always be 'yes'.
The fact is, it does work for a lot of businesses; when it is put together and leveraged properly it can really help you grow your expertise in your niche, your audience and leads, as well as helping you build your entire digital ecosystem.
Ask yourself: are you delivering value and creating an ROI for your business with Webinars?
The challenge comes down to how can it work with your business online - for sales, for information, for awareness. Whatever you decide, webinars can help you build ROI into all of your online activities.
Want to know how you can start to make it work for you and your business?
Find out what you can do to quickly grow your audience and grow your leads and Return on Investment by using webinars more effectively.
Doyle will show you these 3 Simple Things:
The Tools you can use to host and use webinars for your audience
The Process to build your sales and leads based activity with webinars
The Knowledge needed to fully connect Webinars with your own digital ecosystem
Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
Creating Low-Code Loan Applications using the Trisotech Mortgage Feature Set
5 Unforgettable Webinar Steps To Grow Your Sales & Leads Online by Doyle Buehler for SEMrush
1. 5 Unforgettable Webinar Steps
To Grow Your Sales & Leads
Online
www.thedigitaldelusion.com
Doyle Buehler
@doylebuehler
2. Welcome!
• What we’ll cover
• Why Webinars & Why For Your Business?
• Developing a Strategy & Making It Work
• Tools & Resources
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Slide deck on Slideshare
http://bit.ly/doylebuehler05
3. Hello, My Name is… Doyle Buehler
•Multiple start-up businesses in the online ecommerce consumer market;
fastest growing company in Canada; Canadian Innovation Award, multiple
US patents.
•Educator – teach Strategy, Business Planning & Entrepreneurship
•Considerable time working on the “inside” of Marketing Agencies, along
with major Fortune 500 clients, putting the pieces together.
•Judge for Australian Web Industry Association 2014; Presenter for the
Australian Marketing Institute Congress 2014
4. Want To Win A Paperback Copy of my
book on Digital Leadership, “The Digital
Delusion: How To Overcome The
Misguidance & Misinformation
Online”?
Tweet @doylebuehler
#thedigitaldelusion
#digitalleadership
7. What Parts of
Your Digital
Ecosystem Are
You Using?
Are you able to use all
of them effectively,
simultaneously?
Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO,
Sales, Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals &
Images, Strategy Plan, Training, Content Creation…
9. What Are Your Goals
Of This Webinar?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #digitalleadership
10. What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #digitalleadership
11. What Are Your Online
Challenges/Problems
With Webinars?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #digitalleadership
16. #1 Purpose
– What’s Your Strategy
– Leads? Sales?
– Training & education
17. Why Webinars?
• Building Your Digital Leadership
1. Influence
2. Authority
3. Knowledge
• Educating & Informing
• Content Creation (your content explosion!)
• Sales, Leads & Contacts
18. • Strategy – WHY?
• What are you “about”?
• What is your value (WIIFM)?
• How Webinars “fit” across your digital
ecosystem?
• Your Content Strategy – WHAT?
• Your Stories
• Your Value
• Conveying your value & stories
• Your Customer Personas
19. Are You Missing 67% of
Your Market?
The people that are perfect, ideal clients for
you can be broken down into the following
percentages:
• 3% - “ACTIVELY” Shopping & Ready To Buy
• 7% - “OPEN” to You
• 30% - “AWARE” for the future
• 30% - Currently “UNCONSCIOUS” of You
• 30% - NEVER
20. Definition of a Leads/Sales Funnel
“Just because they are not actively
shopping, doesn’t mean they will
never buy from you!”
Webinars are about being able to move people into
your own conversion/sales/lead funnels… NOT just
about a single transactional sale
21. NOT just a leads platform, but
an Education platform
22. Why Do People Organise Webinars?
http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
23. Webinar PURPOSE
Checklist
What is Your Strategy?
What VALUE are you delivering?
How will you deliver your value?
26. #2 Content
– Who is your audience?
– What’s in it for them
– What value are you delivering
– Entry point to your digital ecosystem
– Add true, remarkable value - Don’t hold back
– Make it part of your sales funnel
– Content redistribution
28. Your CONTENT Drives Your
Audience
• What is YOUR Original Content?
– Not all sales
– Your Business Value
– WIIFM? “What’s In It For Me”
• Where is your Digital Leadership?
36. #3 Process
– Steps you can take to run a webinar
– Tools that you can use
37. Webinar Structure
• Focus on Learning/Experience/Information
• Dynamic
• Less time “primping” about how awesome
you are
• Less pitch – more filling
38. How To Organise A Webinar
http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
39. INFLUENCE To ACTION
• Move your
attendees to your
own lists and own
pages.
• Not about
“engagement”
• About Digital
Leadership &
INFLUENCE
40. The Best Tools
• Social & sharing
• Q & A
• Surveys
• Polling
• Chats
• Collaboration
• White boards
41. What to Avoid
• Excessively long webinars
• All fluff and no substance
• Not just about sales – about people
entering your long-term sales funnel
• Don’t be boring!
42. Webinar Process
Checklist
What Process Are You Building?
Are You Automating Your Process?
How Will You Improve Your Process For
Your Next Webinar?
How Are You Using Your Tools?
43. HOT Seat #3
• Who EXACTLY
are you
marketing to?
45. #4 Platform
– What Technology to use
– Features that work well with webinars
46. How To Select A Webinar
Platform
1. Webinar software Cost & ROI
2. Traffic/user capabilities
3. Session Recording
4. Marketing Capabilities
5. Landing page creation
6. Communications & Follow-through
7. Detailed Statistics
8. Other Options
– Payment Gateway for Paid session
– Integration with existing software – infusionsoft,
mailchimp, CRMs, etc.
47. What Your Webinar
Platform Needs
1. Registration or Opt-in Page
2. Way to Capture Registrations & Emails (&
Automated)
3. Platform
4. Back-up plan to record webinar (i.e. Camtasia)
5. Presentation & Creation software
6. Method for “offers” or next steps
7. Follow up with emails/contact
49. Webinar Platform
Checklist
What platform will you use?
How will you set it up for your audience?
What are your “Must-haves” for a webinar
platform? Marketing? Stability?
Recording?
50. HOT Seat #4
• How will you
incentivize your
audience to
join your
webinar or join
your sales
funnel?
53. Don’t Forget! Promote
Your Webinar!
http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
54. How TO EXPLODE Your Content With a
Single Webinar
1. Run your Webinar
2. Record screencast video as a prerecorded webinar (Camtasia)
3. Use the recorded video as part of your training program
4. Record (or separate) audio and post as a podcast/audio file on
soundcloud.com or itunes
5. Use your presentation and post to Slideshare.com
6. Write a blog post and embed the video, audio and slideshare
presentation onto your website
7. Use the individual slide images as branded images on your
visual social channels – instagram, Facebook, Twitter
#8 SHARE! SHARE! SHARE!
55. Webinar Promotion
Checklist
How Are You Promoting? Not just the
event, but also your post-webinar content?
How are you distributing your content, post-webinar?
Who are your partners that have a
complementary audience?
What incentives are you using to get
people to your webinar? What “Gifts” or
Free downloads do you have?
56. HOT Seat #5
• How Will You
Use Your Next
Webinar To
Grow Your
Audience?
58. 5 Unforgettable Webinar
Steps
To Grow Your Sales & Leads Online
1. Purpose
2. Content
3. Process
4. Platform
5. Promotion
59. 10 BIGGEST Webinar
Mistakes
1. What is your topic? Did you pick the correct one for your
audience?
2. Are you marketing your webinar?
3. Do you deliver on your promise?
4. Is it just a pitch fest?
5. Is it focused or wandering?
6. Too much information?
7. How is the timing?
8. Is there a reason to stay till the end?
9. Have you tested – EVERYTHING?
10. Did you follow-up
60. A Few Last Words About Your Webinar
• Consistently deliver your value
– Educate
– Inform
– Delight
• Insights – Insights – Insights!
– See what is working and what is
not
• DON’T HARD SELL –
INFLUENCE TO ACTION
• Your Value & Your Content? HOW
do you deliver it?
• Your ROI? WHERE is the
Money? Move your fans to your
own lists and own pages.
62. FREE Prize Inside!
Win A Paperback Copy of my book
on Digital Leadership, “The Digital
Delusion: How To Overcome The
Misguidance & Misinformation
Online”
Tweet @doylebuehler
#thedigitaldelusion
#digitalleadership
63. Download the
Free eBook NOW
From
www.thedigitaldelusion.com/2
)1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com
64. What’s Next?
• Let’s connect! Linkedin, Twitter, Facebook
– Search ‘Doyle Buehler’
• Need any Tips? Please email me with ANY
questions doyle@thedigitaldelusion.com
• Call me +61 (0) 413106880
65. Are You Ready to
“Click To Save The World”
• Full Book Download Page (Free Digital PDF Copy):
www.thedigitaldelusion.com/2
• LinkedIn: http://au.linkedin.com/in/doylebuehler/
• Facebook: https://www.facebook.com/doyle.buehler
• Twitter: @doylebuehler www.twitter.com/doylebuehler
• email: doyle@thedigitaldelusion.com
• Mobile +61 413 106 880
• Download the slide deck on slideshare:
http://bit.ly/doylebuehler05
66. THANK YOU!
• Thank you for everyone who attended,
who really wants to make a difference with
their business online
• Special Thanks to SEMRush for hosting
this webinar!
67. MISTAKE #2: No Content
Are you a do-er or a copy-er?
• What’s Your Content Plan?
Let me know what you think.
Please send any feedback or comments to
doyle@thedigitaldelusion.com
Editor's Notes
How to start to engage with your audience to get INFLUENCE TO ACTION
You can only get there with a clear strategy. Conclusion? NOT everyone is ready to buy RIGHT NOW
NOT a sales platform, but a networking platform
Educating Existing and potential customers
Lead generation
Building a strong position in the market
Converting new contacts
Making new contacts
Making a webinar recording for content development
Registrants versus actual webinar attendees: Not every registrant attends your webinar. According to ON24′s research, about 42% of people attend a typical marketing webinar. One way to make sure more people are able to see your webinar is to host a replay or second showing and invite the no-shows!
Webinar invitation timing: Most attendees will register the week of your webinar. In fact, many people will register (and attend) the day of the webinar if you send out reminder emails or social media posts. The lesson is, plan in advance, but realize that most people will attend opportunistically.
Length of the Webinar: Timing varies, but the average viewing time is between 45-60 minutes. Don’t save you call-to-action until the last few minutes or you may have lost a portion due to drop-offs. I like to do the CTA somewhere in the middle of the webinar (and reinforce it later), or just at the end, right before the Q&A section.
Webinar Replays: According to the study, 25% of registrants view the replay. If you promote your replay, you can get both original “no shows” and net new registrants to attend your replay. In fact, it can be an asset you use for weeks or months.
Webinar Day of the Week: According to the study, Tuesday’s best, with Wednesday and Thursday coming after that
Time of Day: 10am to be the most popular time – not too far off. Again, you can test different times to see which one results in better attendance rates for your business.
People come to webinars to learn about something that they need – not just to buy your products
RUN A SURVEY – detail out each one
How to get bums in seats
Look at how you can make it into a joint venture, or get partners to help promote your offering
Don’t forget paid advertising to help spread your message
SEMrush uses twitter and their newsletters quite effectively