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Both small and large brands are continuing to rely on webinars as a key part of their content marketing. Learn how to execute one from start to finish.
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#cmworld
Webinar Demand Creation for Content Marketers:
From Start to Finish
Mike Agron – Executive Webinar ProducerWebAttract, LLC
@WebinarReady • #cmworld©2012, WebAttract LLC
#cmworld
Welcome
Introductions
Housekeeping
Workshop goals
3 things you want to learn?
©2012, WebAttract LLC
#cmworld
What We’re Going To Cover
• 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
USING CONTENT TO INSPIRE PROSPECTS
TO BECOME CUSTOMERS
©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld
THE CASE FOR WEBINAR READYMethodology
Best Practices
Metrics
©2012, WebAttract LLC
#cmworld
Metrics Tell a Story
©2012, WebAttract LLC
#cmworld
Com
mer
cial
Out
com
es
Low Value to Your Audience
HighHigh Impact – High Performing Webinars
High PerformingHigh Impact
Low PerformingHigh Impact
High PerformingLow Impact
Low Performing Low Impact
©2012, WebAttract LLC
#cmworld
Com
mer
cial
Out
com
es
Low Value to Your Audience
HighHigh Impact – High Performing Webinars
High PerformingHigh Impact
Low PerformingHigh Impact
High PerformingLow Impact
Low Performing Low Impact
©2012, WebAttract LLC
#cmworld
IT’S AN ONGOING BALANCING ACT
LogisticsBusiness Drivers Human Factors Technology
©2012, WebAttract LLC
#cmworld
It’s a Mini Theatrical Event
ACT IThe Plan
The WebinarReady Methodology Comprises Five Acts
ACT IVGo Live!
ACT IIIMessage Shaping
ACT IIRecruit Audience
ACT VPost Webinar
©2012, WebAttract LLC
#cmworld
Think of a Radio Show With Pictures
©2012, WebAttract LLC
#cmworld
OPTIMAL RESULTS ACHIEVED OVER 8 WEEKS
FROM LET’S GO TO GO LIVE!
©2012, WebAttract LLC
Budget at least one hour of pre production time for each live minute
#cmworld©2012, WebAttract LLC
ACT IThe Plan
Setting the Stage for a Smooth Production
#cmworld©2012, WebAttract LLC
#cmworld
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
©2012, WebAttract LLC
#cmworld
Ensuring Predictable Outcomes
Webinar Objectives
Audience Value
Define Success FactorsCall To Action
Analyze Life Cycle
Intelligence
©2012, WebAttract LLC
#cmworld
Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
DURING WEBINAR
Online Polls Live Questions
AFTER EVENT
SurveysOn-Demand Views
Social MediaLead Nurturing
©2012, WebAttract LLC
#cmworld
EXERCISE #1
©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
ACT IIRecruit
Audience
Getting the Right Audience to Register
#cmworld©2012, WebAttract LLC
#cmworld
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
©2012, WebAttract LLC
#cmworld
Webinars Are Magnets for Attracting Prospects That Are Ripe To Become Your Customers
Their Needs are Not Being Met They are Actively Looking for a Solution
OR
©2012, WebAttract LLC
#cmworld
Informational vs. Sales Pitch
Informational vs. Sales PitchCase Study Product Centric
Best Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing
©2012, WebAttract LLC
#cmworld
POPULAR B2B WEBINAR THEMES
Case Study – Business Improvement
How To - Tutorial
Standards & Compliance
©2012, WebAttract LLC
#cmworld
KEY SOURCES FOR GREAT CONTENT
Client Case Studies
Industry Analysts
AuthorsSubject Matter Experts
White Papers
©2012, WebAttract LLC
#cmworld
• Case Story Company Profile• Challenges• Options• Solution• Results - Metrics• Best Practices• Lessons Learned• How to Get Started?
FOCUS ON BUSINESS VALUE
KEY FACTORS OF A CASE STUDY
©2012, WebAttract LLC
#cmworld
EXERCISE #2
©2012, WebAttract LLC
Identify the source of content you’re going to use for your next webinar from the list below, and write a short description:
Case StudyTutorialCompliance and StandardsOther
#cmworld
INVITATION DEVELOPMENT
• 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
COLLABORATE & ITERATE
©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld
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?
©2012, WebAttract LLC
#cmworld
AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric 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
©2012, WebAttract LLC
#cmworld
AUDIENCE RECRUITMENT - PLANNING
• 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
MAKE THE AUDIENCE YOUR TOP PRIORITY
©2012, WebAttract LLC
#cmworld
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
©2012, WebAttract LLC
Segment prospects into industries, levels, job functions, revenue size,# employees, geography, etc.
#cmworld
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 compliant
©2012, WebAttract LLC
Maximize registration with 4 or more well timed e-broadcasts using Drip campaigns with filters
#cmworld
The 6 Key Webinar Metrics
• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings
©2012, WebAttract LLC
#cmworld
1. Click Thru Ratio (CTR)
Before the Webinar
©2012, WebAttract LLC
#cmworld
Click Thru Ratio (CTR)
What Does It Measure? What Does It Predict?
Percent of People
People who RegisterClick to Registration Page
Registration - AttendanceRegistration landing pageMessage and value prop
©2012, WebAttract LLC
#cmworld
How do you Know if you’re on Track?
CTR Benchmarks What it predicts and what you can do to increase registration
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 audience1. 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 Not5. Does each touch or Drip have a fresh subject swap?
©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
ACT IIIMessage Shaping
Breathing Life Into Your Production:Table Reads, Sound Checks, and Dress Rehearsals
#cmworld©2012, WebAttract LLC
#cmworld
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
©2012, WebAttract LLC
#cmworld
GATHER ENSEMBLE FOR A TABLE READ
©2012, WebAttract LLC
#cmworld
STORY TELLING & MESSAGE SHAPING
©2012, WebAttract LLC
#cmworld
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
©2012, WebAttract LLC
#cmworld
Sample of “BANT + Sales-Ready” Leads
Detailed background information on the prospect and the selling opportunity helps drive more productive sales results
Before
©2012, WebAttract LLC
#cmworld
“BANT PLUS” SALES READY LEADS
©2012, WebAttract LLC
Budget
Authority
Need
Timeframe
Data Capture & Cleansing
Set Next Step(s)
Detailed background Informationon the prospect and the selling opportunity helps drive more
productive sales results
After
#cmworld
USING ON-LINE POLLS TO ENGAGE
©2012, WebAttract LLC
#cmworld
Poll #1
• None• I receive 1 – 3 email invites a week• I receive 4- 5 or more email invites a week
HOW MANY WEBINAR INVITATIONS DO YOU RECEIVE A WEEK? (PLEASE CHOOSE ONE)
©2011, WebAttract LLC
A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE
#cmworld
Poll #2
• None• I rarely attend or no webinars a week• I attend 1 or more webinars a week
HOW MANY WEBINARS DO YOU ATTEND WEEKLY?
(PLEASE CHOOSE ONE)
©2011, WebAttract LLC
A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE
#cmworld
POLL #3
• The role of planning• Managing logistics• Balancing the human factors• Techniques for optimizing audio and video• Using metrics to drive more predictable
outcomes
WHICH OF THE FOLLOWING INSIGHTS PRESENTED
TODAY WILL YOU USE TO MANAGE YOUR NEXT
WEBINAR? (PLEASE CHOOSE ALL THAT APPLY)
©2011, WebAttract LLC
A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE
#cmworld
Think of a Radio Show With Pictures
©2012, WebAttract LLC
#cmworld
• Trust
• Passion
• Courage to be honest
THE MODERATOR AS A COACH
©2012, WebAttract LLC ©2012, WebAttract LLC
#cmworld
SOUND CHECKSPOOR AUDIO IS THE ACHILLES HEEL FOR ALL WEBINARS
©2012, WebAttract LLC
#cmworld
Optimize Audio and Video
SPEEDTEST.NET – WWW.SPEEDTEST.NET/
SPEAKEASY.NET – WWW.SPEAKEASY.NET/
©2012, WebAttract LLC
#cmworld
HOW TO REALLY CONNECT WITH YOUR AUDIENCE
LandlineHandset
Free
Consumer Headset
Microphone$30 - $50
ProfessionalLarge DiaphragmUSB Microphone
$100 up
©2012, WebAttract LLC
#cmworld
Demo – Telephone vs. USB
©2012, WebAttract LLC
#cmworld
EXERCISE #3
©2012, WebAttract LLC
What 3 things or best practices, will you use in your next webinar to keep your audience engaged?
#cmworld©2012, WebAttract LLC
ACT IVSound Check
Go Live!
Sound Check and Go Live! Deliver an Engaging Performance, Begin Post Webinar
Sales Lead Follow Up
#cmworld©2012, WebAttract LLC
#cmworld
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
©2012, WebAttract LLC
#cmworld
Final Check List – Page 36
©2012, WebAttract LLC
#cmworld
DON’T FORGET THE HUMAN FACTORS
• Learn to work your microphone
• Tone of voice and inflections
• Monitor your breathing
• Smile and gesture
YOU’RE A BROADCASTER – THINK LIKE ONE
©2012, WebAttract LLC
#cmworld
FINAL SOUND CHECK
• 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
START AN HOUR BEFORE GO LIVE!
©2012, WebAttract LLC
#cmworld
GO LIVE!
• Start and end on time• Welcome your audience• Enthuse, excite but don’t sell• Call to action or next steps
HAVE FUN, IT’S ABOUT CONNECTION NOT PERFECTION
©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
ACT VPost Webinar
Convert ProspectsInto Customers
Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow Up
#cmworld©2012, WebAttract LLC
#cmworld
• 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
Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post
Webinar Follow Up
©2012, WebAttract LLC
#cmworld
Put Your Sales and Marketing Hat On:
• 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
Maximize the Opportunity with Post Webinar Follow-up to Start a Warm Conversation
©2012, WebAttract LLC
#cmworld
Segment Leads
• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing
©2012, WebAttract LLC
#cmworld
Ensuring Predictable Outcomes
Webinar Objectives
Audience Value
Define Success FactorsCall To Action
Analyze Life Cycle
Intelligence
©2012, WebAttract LLC
#cmworld
Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
DURING WEBINAR
Online polls Live Questions
AFTER EVENT
SurveysOn-Demand Views
Social MediaLead Nurturing
©2012, WebAttract LLC
#cmworld
Gather Insights by Attendees
Interests Plans to purchase this year
What would
you like to learn?
Scale 1-55 being highest
What could we
have done
better?
What did you like the
most?
What other
webinar topics
would be of
interest?
Poll #1 Poll #2 Question asked by attendee
MEMS IMU
Not sure researching
General Info
5 More technical content
The Ask the Experts Panel
Case Studies on hardware specific apples
Integration Kalmar Filter
Define models for the inertial sensor errors
When discussing
multi-Sensor
fusion, are there ….
MEMS IMU
Yes Practical app of MEMS
IMU GNSS
5 Good overview not too
technical Well
organized
Any GPS signal
related topics
Define Models for the inertial sensor errors
Is the INS always a
core sensor?
©2012, WebAttract LLC
#cmworld
The 6 Key Webinar Metrics
• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings
©2012, WebAttract LLC
#cmworld
Time to Get Under the Hood…
©2012, WebAttract LLC
#cmworld
Analyze all Other Life Cycle Intel
34%
27%
19%
16%
4% Other
System Inte-grator
GNSS Equipment Manufacturer
Product/Appli-cation Designer
Mobile Device Manufacturer
61%18%
11%
10% MEMS IMU
Other
Ring laser gyro (RLG)
Fiber-optic gyro (FOG)
Industries Represented What kind of inertial technology
are you most interested in?
©2012, WebAttract LLC
#cmworld
Segment Leads
• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing
©2012, WebAttract LLC
#cmworld
Webinar EffectivenessImpact 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
©2012, WebAttract LLC
#cmworld
Summary and How to Get Started
Q&A – Wrap Up
©2012, WebAttract LLC
#cmworld
It’s a Mini Theatrical Event
©2012, WebAttract LLC
ACT IThe Plan
The WebinarReady Methodology Comprises Five Acts
ACT IVGo Live!
ACT IIIMessage Shaping
ACT IIRecruit Audience
ACT VPost Webinar
#cmworld
Metrics Tell a Story
©2012, WebAttract LLC
#cmworld
IT’S AN ONGOING BALANCING ACT
LogisticsBusiness Drivers Human Factors Technology
©2012, WebAttract LLC
#cmworld
THE CASE FOR WEBINAR READYMethodology
Best Practices
Metrics
©2012, WebAttract LLC
#cmworld
Com
mer
cial
Out
com
es
Low Value to Your Audience
HighHigh Impact – High Performing Webinars
High PerformingHigh Impact
Low PerformingHigh Impact
High PerformingLow Impact
Low Performing Low Impact
©2012, WebAttract LLC
#cmworld
Appendix of Benchmarks & Metrics
©2012, WebAttract LLC
#cmworld
1. Click Thru Ratio (CTR)
Before the Webinar
©2012, WebAttract LLC
#cmworld
Click Thru Ratio (CTR)
What Does It Measure? What Does It Predict?
Percent of People
People who RegisterClick to Registration Page
Registration - AttendanceRegistration landing pageMessage and value prop
©2012, WebAttract LLC
#cmworld
AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric 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
©2012, WebAttract LLC
#cmworld
How do you Know if you’re on Track?
CTR Benchmarks What it predicts and what you can do to increase registration
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 audience1. 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 Not5. Does each touch or Drip have a fresh subject swap?
©2012, WebAttract LLC
#cmworld
2. Attendee Ratio (AR)
During the Webinar
COPYRIGHT 2012 WEBATTRACT
©2012, WebAttract LLC
#cmworld
Attendee Ratio (AR)
What Does It Measure? What Does It Indicate?
Percent of PeopleAttended
Registered
Interest in your topicDemographic value
Post webinar follow up
©2012, WebAttract LLC
#cmworld
How do you Know if you’re on Track?
Attendee Benchmarks What it indicates
>50% Excellent
40% Target
<30% Under Perform
©2012, WebAttract LLC
#cmworld
3. Online Polls
During the Webinar
©2012, WebAttract LLC
#cmworld
Online Polls
What Does It Measure? What Does it Indicate – Impact?
Real time feedback Level of engagement Audience perspective
Message shaping
©2012, WebAttract LLC
#cmworld
How do you Know if you’re on Track?
On Line Poll Benchmarks What it indicates
>75% Excellent
60 – 70% Target
<50% Under Perform
©2012, WebAttract LLC
#cmworld
Analysis
High Performing – High Impact
21%
10%
5%
25%
40%
I'm not sure - I would like help
Monitor only the sites I advertise on
No plan to monitor
Reputation monitoring manually
Reputation monitoring with a tool
How will you monitor your online reputation going forward?
Response Rate = 66%
©2012, WebAttract LLC
#cmworld
4. Exit Survey
After the Webinar – On Exit
©2012, WebAttract LLC
#cmworld
Exit Survey
What Does It Measure? What Does It Indicate?
How well did you met your audience’s expectations?
Your brand and thought leadershipIdeas for future topics
Lessons learned for next webinar
©2012, WebAttract LLC
#cmworld
How do you Know if you’re on Track?
Exit SurveyBenchmarks
Ranking Scale of 1-5What it indicates
3 – 5 >90 % Excellent
3 – 5 80% - 90% Target
3 – 5 <80% Under Perform
©2012, WebAttract LLC
#cmworld
How do you Know if you’re on Track?
Exit SurveyBenchmarks
ResponseWhat it indicates
>35% - 45% Excellent
25%-35% Target
<25% Under Perform
©2012, WebAttract LLC
#cmworld
7%
46%38%
7% 3%
5 - Exceeded
4 - Above
3 - Met
2 - Barely Met
1 - Did Not Meet
Analysis
High Performing – High Impact
On a scale of 1 to 5 - How did today’s webinar meet your expectations?
Response Rate = 42% with 98% Positive Ratings
©2012, WebAttract LLC
#cmworld
5. Audience Retention
After the Webinar
©2012, WebAttract LLC
#cmworld
Audience Retention
What Does It Measure? What Does It Indicate - Impact?
Audience Engagement
Did you deliver what you promised? Audio or technical challenges?
Your brand and thought leadershipPost webinar follow up opportunities
©2012, WebAttract LLC
#cmworld
Analysis
11:59 AM PST
12:14 PM PST
12:29 PM PST
12:44 PM PST
12:59 PM PST
01:14 PM PST
01:29 PM PST
050
100150200250300350400
173
314337 331 329 312
271
Attendee Counts Throughout WebinarPeak Attendance = 378
Go
Live
!
Mid
Poi
nt
Q &
A
Adjo
urn
Audience Retention at Q&A = 87%
80%
©2012, WebAttract LLC
#cmworld
How do you Know if you’re on Track?
Audience Retention at Q/A What it indicates
>85% Excellent
75% - 85% Target
<75% Under Perform
©2012, WebAttract LLC
#cmworld
6. On Demand Viewings
After the Webinar
©2012, WebAttract LLC
#cmworld
On Demand “The Gift That Keeps on Giving”
What Does It Measure? What Does It Indicate?
Post webinar interest
Fresh new sales leadsAttended but watched againRegistered but did not attend
“Must Have” Content
©2012, WebAttract LLC
#cmworld
How do you Know if you’re on Track?
On Demand Viewings
Targets as a % of Registrants
>50% Excellent
15% - 30% Target
<15% Under Perform
©2012, WebAttract LLC
#cmworld
Analysis
On Demand Viewings 431 viewings in first 45 days Viewing # - % Total Viewings
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%
©2012, WebAttract LLC
#cmworld
To Continue the Conversation
An End2End Solution for Webinar Demand Creation
On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)
www.webattract.com [email protected] +916.804.4703
@WebinarReady
The WebAttract Channel Best Practice Videos Complimentary eBook
WebinarReady™A Step-by-Step Guide to
Hosting Successful Webinars
©2012, WebAttract LLC