10 Best Practices Informational Webinars

WHITEPAPER

10 Best Practices for
Informational Webinar Production

October 2009

Mike Agron and Bret Smith, Co-Principals, WebAttract

An End2End Solution for Webinar Demand Creation

WHY INFORMATIONAL WEBINARS?

Before you can have a meaningful dialogue with a prospective client, you often have to get
above the noise level. A webinar targeted to a demographically matched audience with
the right message/content is a great way to establish your thought leadership and value.

Furthermore, the “web” provides leverage from allowing a small organization with limited
resources to rise above the noise level and reach out to an audience that in the past had
been the domain of only the big guys.

It also let’s you compress time zones and geographies with ease.

Add the fact that the webinar is a “live” event, and you have created a sense of urgency
for those wishing to attend.

The idea of the digital campfire came to me six or seven years ago when I managed a large
partner organization and realized that by hosting a monthly partner call, we would show
our partners that they indeed mattered to us and we could keep them in the know with
new product and technology updates and it was a relatively cost effective way to stay
connected, and all the while it helped raise our thought leadership and brand.

From a sales perspective, it really can help accelerate the sales funnel by using such an
event to self-identify those prospects that would want to have a 1:1 or more in depth
conversation with you and your company.

When you consider the cost of a print ad in a trade journal or exhibiting at a trade show,
the price of a webinar can be pretty cost effective.

Brand Thought
Sales Leads
Awareness Leadership


WHY INFORMATIONAL WEBINARS?

• Rise above the noise level
• Target a demographically – matched audience
• Web leverage levels the playing field
• Digital campfire – Live!
• Accelerate the sales funnel
• Cost effective

Brand Thought
Sales Leads
Awareness Leadership


PROOF POINT 1

According to a recent survey, if you
want to reach technical buyers,
use informational webinars!
29% of those surveyed will spend
more than 50% of their marketing
budget online this year, and 48%
will spend over one-third online.


PROOF POINT 2

As reported in BtoB Magazine,
VERTICAL MARKETING GUIDE, June
22, 2009: based on an online study
that examined the media and usage
preferences of 338 top global
business execs, if you want to reach
senior executives on the web, your
best vehicle is webinars, which 77%
of C-level execs listen to at work


INFORMATIONAL VS. SALES PITCH

Not all webinars are created equal. There are some specific differences in focus, and
between being informed and being sold.

Another word for Informational could be educational, i.e., the real value in your audience
attending is that we will provide them with something “new” that they didn’t know or
hadn't considered before attending.

So, in the case of the Sales Pitch, the focus is more on the product, features and benefits
and maybe even pricing.

In the Informational webinar, the center piece is around learning business value, which is
nicely conveyed from a case study, where you have a client or partner share what best
practices they implemented and most importantly, the audience gets to hear from a peer or
colleague some valuable lessons learned.

Generally, we don’t like being sold and there’s often a fine line between what is
informational and a sales pitch, but if attendees can walk away better informed with some
fresh new ideas that they can take action on, then it was well worth their time.

After attendees are convinced there’s value in having a further discussion, then it becomes
perfectly appropriate to discuss features, benefits and pricing.


BEST PRACTICE 1

YOUR AUDIENCE IS YOUR TOP PRIORITY
I'm sure we all agree that, regardless of whether you're producing a theatrical event, a
radio broadcast or an informational webinar, the audience has got to be your top priority.

So before I start planning an event, I ask myself the following questions like:

...What do I know about them? Where are they from, what industries to they represent,
and what are their job functions?

With that information in-hand...

...what topic will my audience find most engaging? Clearly, this is not a decision I make
without the advice and counsel of those whose opinions I rely on, but for instance...
would the audience be more interested in a discussion of best practices? ...or an
exploration of a topical concern around something like regulatory compliance? ...or a
presentation of a case study where a useful new technology or process is
demonstrated...and so on.

And then a very important question:...

...What will I provide so the audience is certain they invested their time well with me?...
...for instance, shall I provide insights, best practices, tips and tricks, metrics, explanations
of ROI, an interview with a subject matter expert, and so on.

And then lastly...

...How do I assure they can extend the dialogue with me following the event?...

...What I mean by this is not simply providing an email address and phone number for
myself on the last slide, but also for the featured speakers, and links to presented
collateral and to your webinar archive where they can obtain recorded copies. AND, I
also expect to interact with the audience after the event...not just a "thanks for
registering" email, but one that provides links to other related collateral as well as offers
a poll so the audience can provide additional feedback.


BEST PRACTICE 1

YOUR AUDIENCE IS YOUR TOP PRIORITY

• What do you know about
them?
• What topic will your audience
find most engaging?
• What will they get out of
investing their time with you?
• How can they extend the
dialogue with you beyond the
event?


BEST PRACTICE 2

WORK PLAN DEVELOPMENT

I like to think of webinars as “mini events” and like all
events, there are a lot of moving parts

All webinars should be framed with a set of business
objectives that becomes your roadmap for all of the best
practices that follow

Led by a strong project manager and production team as
well as the key internal and external stakeholders, it’s
important to know what each persons roles,
responsibilities, deliverables and due dates are.

I recommend weekly meetings to measure progress
against the plan and to adjust priorities.

Eight weeks seems to be just the right amount of time
from creating your business objectives to going
live….there’s just the right amount of creative energy to
get it right…..yes, it can be done in a shorter time frame,
but too much shorter, and you cause undue stress and
produce sub optimal results.

Finally, you should plan on investing a minimum of one
plus hour for every live webinar minute.


BEST PRACTICE 2

WORK PLAN DEVELOPMENT

• Lots of moving parts
• Clear business objectives
• Roles and responsibilities
• Deliverables and due dates
• 8 week planning horizon

Metric

Plan to invest 1+ hour
for each live
webinar minute


BEST PRACTICE 3

AUDIENCE RECRUITMENT

Audience Recruitment consists of 3
main components, beginning with
identifying the group you want to
recruit to your event. Once done, the
creation of an impactful series of
messages to drive registration for the
webinar follows, and then the
development of an intelligent,
adjustable "invitation strategy" so as to
attain the optimum number of
attendees.


BEST PRACTICE 3

AUDIENCE RECRUITMENT

• Identify the value-
proposition match group
you wish to recruit
• Create a compelling, multi-
touchpoint message
• Broadcast touchpoints over
an informed, flexible
invitation strategy


BEST PRACTICE 4

IDENTIFY TO RECRUIT
...so how DO YOU identify the group from which to recruit your audience?

First, build a profile of the intended group...

...Which industries are you interested in connecting with?... And, within those industries,
what departments, and what levels (c-level, director, etc.), and what functions, or titles,
within those departments do you seek? Do you want Fortune 1000 companies, or those
with revenues between 10 and 50 million? What geography do you want to pull from?
What other aspects of the group could provide meaningful insight? Are they current
customers, or fresh prospects?

Next, what may seem like the obvious...and that's matching the value proposition to the
group. The bottom line here is match it as granularly as possible. In other words...do you
really want to communicate to ALL of marketing, or do you want to connect with
marketing communications, product marketing, corporate marketing, and so on. This
really is crucial for 2 reasons: 1) because you want this group to be receptive to future
communications and 2) because you don't want to cannibalize the entire group for what
might have been sufficient contacts to support multiple webinars.

And last...consider the source for your group. Will you invite the right people from your
own CRM, or your client's CRM? Will you rent a list for a certain number of uses? Or will
you outsource the audience recruitment effort altogether, with the vendor providing
both the group as well as the delivery?

Clearly, there are several ways to go on this last part. Importantly, regardless of the
source, the list must be accurate and it must be deliverable. An emerging approach to
increasing both accuracy and deliverability is the methodology which WebAttract uses,
which converges traditional subscription-based contact data with social media for highly
accurate, highly-deliverable emailing.


BEST PRACTICE 4

IDENTIFY TO RECRUIT

• Build a profile of the group to
recruit your audience from
• Match the value proposition
to the group
• Consider your group source:
• In-house
• Outsource
• Rental

Metric

Registration = ½% - 1%
of database
outreach


BEST PRACTICE 5

COMPELLING MESSAGE DEVELOPMENT
This brings us to the next step in the audience recruitment process, and that is the development
of messaging which is compelling enough to secure your group's interest and attract them as
audience members for your webinar.

Apart from having the creative skills yourself, or those that can provide them, there are 4
important elements to remember, particularly as they pertain to email-based messaging...

First, write your message in the language of your expected audience. That is, take the time to
understand the vernacular of your profiled group, and use background information, press
coverage, white papers, etc. to provide a "language framework" around your topic that will best
resonate with your audience.

Next, "Invite, enthuse, excite - but don't sell, and don't be over-exclamatory". Naturally, in
inviting your prospective audience to an INFORMATIONAL webinar, you most certainly do not
want to be commercial in your outreach to them. However, projecting a degree of enthusiasm
about the subject matter is important. Spark their interest, provoke their intellectual curiosity
and make sure they understand how excited you are to engage them.

It also goes without saying that you need to communicate "what's in it for them". Why will this
time be valuably spent with you? Again, in an informational webinar, the value is in learning
best practices, "lessons learned" and shared, metrics, ROI and case studies. You absolutely do
not want to be product-specific, delve into pricing or relate "features & benefits" the way you
would in a straight sales message.

Lastly, use a combination of HTML and plain-text messaging across multiple touchpoints. Think
about it... HTML messaging is excellent for communicating your brand through the use of logos,
colors, etc., and you don't want to lose the opportunity for raising brand awareness in
recruiting your audience. BUT, HTML messaging, which contains HTML coding, is one heckuva
spam trigger. So by sending one or more of your messages in HTML, and the remainder in
plain-text, you assure the best that each can afford...getting your brand effectively in front of
the entire group, while making certain that the majority of contacts SEE your message.


BEST PRACTICE 5

COMPELLING MESSAGE DEVELOPMENT

• Author in the audience’s
jargon
• Invite, enthuse, excite – but
don’t sell, and don’t be
over-exclamatory
• Be sure to express “what’s in
it for you”
• Utilize a combination of
HTML and text

Metric

57% higher response
rate when HTML and
plain-text messaging
used across multiple
invitations


BEST PRACTICE 6

COST EFFECTIVE E-BROADCASTING

So, we've identified the group we're going to recruit our
audience from, and we've developed some highly-impactful
messaging. Now it's time to deliver that message to market.

Clearly, there are many ways to deliver invitations to your
group. However, the most cost-effective by far is the one
which best leverages the Web itself...email or, as I call it, e-
broadcasting.

For optimum effect, plan to deliver multiple messages over a
reasonable period in advance of your webinar. Typically,
three invitations at more or less weekly intervals beginning
no longer than three weeks prior to the event is best.

Remember, too, that you want to have an adjustable
invitation strategy. What do I mean by that? Fundamentally,
I mean you should use the intelligence you're collecting from
your audience along the way to the event. For instance,
each time you do an e-broadcast, and a number of people
then register on your landing page, utilize their answers to
expand or refine your eventual presentation, and to enhance
your invitation's effectiveness.

And, of course, it goes without saying...if you're using email
to invite your potential audience, be CAN-Spam compliant!


BEST PRACTICE 6

COST EFFECTIVE E-BROADCASTING

• Deliver multiple touchpoints
• Start promoting 2 ½ weeks to
3 weeks before webinar
• Have an adjustable invitation
strategy
• Always be CAN-Spam
compliant

Metric

Maximize registration
with 4 well timed
e-Broadcasts


BEST PRACTICE 7

ANALYTICS
When you are planning your registration landing page,
develop a few questions that will help you gain some better
insights into your audience’s interest and goals.

There’s a fine balance between asking too much, or sounding
like you are trying to qualify them as a sales prospect, but
asking non invasive questions such as which industry best
describes your organization, what city or state is your
business in, and especially What would you like to learn from
this webinar, are great ways to get a profile of who is
planning on attending your webinar.

Obtaining answers to your registration questions is
extremely helpful in developing not only a compelling
message, but can help readjust your messaging strategy. It’s
not unusual to make changes after the 2nd or 3rd
e-broadcast.

This info is also extremely helpful in developing content that
is relevant to your audience too.

For example, though you may have a general idea of what
you want to present, it is the accumulation of your
registrants' responses that helps shape your webinar.

We recommend using a tool such as a Pivot Table or Business
Intelligence tool to help you slice and dice the info, as you’ll
be amazed at the insights you can observe such as tracking
and graphing the daily registration counts.

And make sure to share this info with the other stakeholders
on the webinar team to help them validate their
presentation sections.


BEST PRACTICE 7

ANALYTICS

• Use your registration landing
page strategy to understand
your audience’s interests and
goals
• Start tracking & graphing daily
stats after e-broadcasting
• Cross check & publish daily
results to stakeholders

Metric

Ratio of attendees to
registrants will vary
30% - 60%


BEST PRACTICE 8

DRESS REHEARSALS
Now that we’ve developed the content, delivered the message, it’s time now to do a table
read and start to assemble the content from all of the providers.

First, start with a time line to examine the flow and order of the presenters.

Then take a hard look to make sure that the content supports the messaging in the
invitation and that the flow is of interest, relevant and something that, based on what you
know about your audience, will engage them.

Usually it takes a few table reads to get the rough edges off, but its well worth it.

Once you have the flow and content down, then it’s time to insert transitions, and cues so
again, the flow is natural and any “dead or awkward air” is eliminated.

A professional moderator is a good investment as they can be the orchestra leader and
keep the rhythm and energy moving in the right direction.

An experienced moderator can also play the role of a coach to help and motivate presenters
to net it out and be as engaging as possible. This is especially important with presenters
who aren’t used to this Type of medium

Oh yes, as they say when you are about to take off on an airplane….in the unlikely event of
an emergency landing….we’ll all of this webinar stuff is technology driven, and technology
can surprise you when you least expect it, so have a back up plan if something goes south
on you.

Audio is the "Achilles heel" of all webinars….VoIP, speakerphones, noisy headsets…..

So, you should budget a minimum of 2-3 dress rehearsals to practice not only a crisp
delivery, but your transitions and cues should be nailed down too.


BEST PRACTICE 8

DRESS REHEARSALS

• Does the content support
the invitation messaging?
• Is the flow interesting,
relevant and engaging?
• Practice cues and
transitions, eliminate “dead
air”
• Technology familiarity and
have a back up plan
• Audio is often the Achilles
heel, VoIP, Speakerphones,
noisy headset, etc.
Metric

Budget for 2-3 Dress
Rehearsals


BEST PRACTICE 9

SOUND CHECK – GO LIVE!
Always start with a sound check, and I recommend you
have all presenters and panelists login an hour before
going live….to both check out the technology, learn
about any updates, and make sure everything works.

A few things to always do:

Show respect for your audience by starting as on time
as possible and end on time

Since your only real connection to your audience is
your voice, use it as an instrument as it will help you
project your natural self….and keep a glass of cold
water handy, as it’s important to keep your throat
moist.

Since you can’t look at your audience in the eyes, you
can interact with them through the use of 1 or 2 Polls.

Try to budget the hour including the welcome and
other parts to end with about 10 or so minutes for
Q/A.

A back of the envelope metric that I’ve found is that
attendance will peak as you get into 1 or 2 questions,
and it’s not unusual to have people leave, as they are
busy too.
A good target is to hold onto about 90% of your
audience into the Q/A


BEST PRACTICE 9

SOUND CHECK – GO LIVE!

• Audience respect means you
start and end on time
• Use your natural voice as an
instrument
• Interact with your audience
through Polls
• Budget a min of 5- 10
minutes for Q/A
Metric

Attendance will peak
at the
Q/A with 90%
retention as a good
target


BEST PRACTICE 10

EXTENDING THE DIALOGUE (POST WEBINAR)
Ok, the webinar was a big hit and the recording sounds
better than you thought it would.

Now it’s time to do the final analytics that include not only
the registration, but attendance and performance stats.

How long did they stay? How did they vote in the Polls?
Answers to these questions indicate how well you did in
achieving your webinar objectives.

Always make a recording of the webinar, and consider
“airbrushing” out any audio imperfections and then posting
it where it can be retrieved as an on demand viewing.

We’ve found that this can generate another 10% to 40% of
fresh new interest.

Also, make sure that you follow up within 24 -48 hours
after the webcast of all warm leads.


BEST PRACTICE 10

EXTENDING THE DIALOGUE (POST WEBINAR)

• Do final analytics on
registration, attendance,
and performance objectives
• Post a copy of the recorded
webinar and track on-
demand viewings which can
be 10% - 40% of registration
• Post webinar registrant
Metric
enhancement
Follow up on all warm
leads within 24 – 48
hours
of webcast



10 Best Practices for
Informational Webinar Production
and Audience Recruitment

Principals

Mike Agron Bret Smith
WebAttract WebAttract

For more Information on WebAttract call us at 1.866.467.0003 or
visit us at www.webattract.com


10 Best Practices Informational Webinars

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