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Why Webinars?
According to CMI, webinars are the second most
effective marketing tactics for B2B marketers.
2
The Problem
Yet, they are the one of
the least used, ranked
12th out of 14 most-used
tactics overall.
Here’s What We’ll Cover
• Webinar timeline
• Speaker tips
• Presentation best practices
• Benchmark data
Timeline at a Glance
-6 weeks-4
weeks-
2weeks-1week -1day -1hour GO
+24 hours
Plan Promote Execute Next
Plan: 6 Weeks Before the Webinar
• Choose a topic
• Choose your presenters
• Choose a date
• Schedule a kick-off call
• Select your support team to
monitor attendee questions
and technical issues
Plan: 4 Weeks Before the
Webinar
• Schedule your webinar and dry run
• Create your registration page
• Book a conference room
• Schedule emails: Invitation emails to targeted personas
Registration confirmation
2 Reminder emails (one week before, one hour before)
Thanks for attending (with recording link)
Sorry we missed you (with recording link)
Promote: 2 Weeks Before the
Webinar
• Send invitation emails to targeted personas
• Promote webinar via social media & blog
• Promote via free webinar listing sites, including:
Webinarlistings.com
Webinarhero.com
Webinarbase.com
Eventspan.com
Promote: 1 Week Before the
Webinar
• Send reminder email
• Continue to promote via
social media and blog
• Send internal email to
encourage promotion
• Schedule a conference room
Execute: Day of Webinar
24 hours before the webinar:
• Reminder email to registrants
• Email registrants and encourage them to have a hard phone line, a hard internet line and to print out a copy of the presentation in case their internet goes down (that way, they can still promote
• 1 hour before the webinar:
• Remind your registrants again
• Set up webinar room: hook up computers, paste a “webinar in session” sign on the door, etc
Post-Webinar to-dos
• Measure your webinar, focusing on metrics like:
Conversion rate
Attendance rate (33% is industry norm)
Leads
Registration number
• Write a follow-up blog post including answers to
the most common questions that came up in the
webinar
• Use webinar recording for future blog post CTAs
Audio Best Practices
• Dial in to the webinar 30 minutes prior to webinar start time
• Turn cell phones on silent
• Keep cell phones (especially Blackberries) away from the call in line to prevent audible feedback
• Join from a quiet place where you won’t be disturbed
• Use phone controls to mute your line when not speaking to mitigate background noise
Web Best Practices
• Be sure to have your laptop plugged into a
power source
• Avoid wireless connections if possible
• Print the deck in case web connection fails
Deck Design
Consistency
• Just because there are multiple speakers doesn’t
mean there should be multiple templates. Keep
the design consistent throughout the deck.
Image-heavy
• Like any presentation, webinar decks should let
the images tell the story. If you don’t give
attendees something entertaining to look at,
they’ll tune out.