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Marketers put a lot of time and resources into their content – especially when it comes to webinars. Webinar fatigue has slowly crept in and getting your content noticed in this format has become increasingly challenging. So how do we re-energize our events? Since webinars are core to our business at ReadyTalk and also a part of our lead gen efforts, we had to ask ourselves the same question. This month, we are teaming up with the content marketing experts at Scripted to cover some fresh approaches to the traditional webinar format and the content that’s included. We’ll discuss: Crafting webinar content that gets you leads vs. just views New webinar format ideas to not only capture registrants, but attendees How to crowdsource your next webinar topic Webinar inception – use this tactic to get the most milage from your content
Citation preview
1
Webinar Fatigue:How to Fix It
#webinarwakeup
2
Webinar Fatigue
The dangers are real…..zzzzzzzzzzz
#webinarwakeup
3
Why webinars FAIL…and attendance drops
1. Too many invites
2. Same ol’, same ol’ content
3. Time commitment
4. Less registrations, less attendees
5. Less captivating, less leads
#webinarwakeup
4
Combating the Fatigue
#webinarwakeup
5
#webinarwakeup
Content for leads, not just views
Chapter 1
6
Topic Hook
#webinarwakeup
Content for leads, not just views
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Topic This is your hook
#webinarwakeup
Hook Helps determine where they are in the funnel
Content for leads, not just views
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Topic Hook
#webinarwakeup
Hook Helps determine where they are in the funnel
Funnel Stage Helps craft your messaging
Content for leads, not just views
9
Topic Hook
#webinarwakeup
Hook Helps determine where they are in the funnel
Funnel Stage Helps craft your messaging
Follow-up Message Utilize content (and CTA) that’s
relevant to that stage
Content for leads, not just views
10
Here’s how Scripted Webinars did it:
Webinars can be applied to any buyer stage:
Planning Content in
2014
How to Outsource Content
Effectively
Best Practices Using
Scripted’s Dashboard
#webinarwakeup
Awareness Research Evaluation
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An ‘equal opportunity’ form of content
#webinarwakeup
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Value vs. Quantity: Pyramid of Written Content
Thought-leadershi
p
Long-form content
Newsworthy/trend content
Evergreen content
#webinarwakeup
13
Concise + Specific = Win/Win
Be as specific as possible!
#webinarwakeup
Quick Tip#1
14
Communicate Across Departments
Let your sales team know what webinars are coming up!
Quick Tip #2
#webinarwakeup
15
Moving registrants to attendees
#webinarwakeup
Digestible Webinar Formats
Om N
om Nom
Chapter 2
16
Rethink your template
Our attention span is shorter than his
(9 seconds)
#webinarwakeup
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Rethink your template
90% of internet traffic is video content.
#webinarwakeup
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Rethink your template
Average length watched of a single internet
video is 2.7 minutes.
90% of internet traffic is video content.
#webinarwakeup
19#webinarwakeup
Which is more ‘digestible’ ?
OR
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The Growler – 30 min format, followed by a twitter discussion for Q&A
or Google hangout
#webinarwakeup
The Growler
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The Growler – 30 min format, followed by a twitter discussion
#webinarwakeup
“Twitter Talks”Quick Tip #1
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The Vidinar ... Did I just make up a new marketing term??
#webinarwakeup
Name Your Own Format
The gateway drug to a video marketing strategy
Quick Tip #2
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Scripted’s Stats on Engagement
Average attendee rate: 34% % of attendees listening to entire live
webinar: 83% % of leads listening to entire recorded
webinar: 25% Open rate on thank you email to no shows:
31% Click rate after opening on those emails: 40%
#webinarwakeup
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What THEY want to hear, not what YOU want to say.
#webinarwakeup
Crowdsourcing Webinar Content
Chapter 3
25#webinarwakeup
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6 ways to generate relevant content
#webinarwakeup
1.Twitter discussion - register a hashtag
Quick Tip #1
27
6 ways to generate relevant content
#webinarwakeup
2. LinkedIn Group Discussion
Quick Tip #2-3
3. Blog Post
28
6 ways to generate relevant content
#webinarwakeup
1.Twitter discussion - register a hashtag
2.LinkedIn group discussion
3.Blog post – ask a relevant question for them to engage with
4.FAQs on the website
Quick Tip #4
29
6 ways to generate relevant content
#webinarwakeup
1.Twitter discussion - register a hashtag
2.LinkedIn group discussion
3.Blog post – ask a relevant question for them to engage with
4.FAQs on the website
5.Take advantage of other departments’ knowledge – especially customer care. They know what people want to know!
Quick Tip #5
30
6 ways to generate relevant contentQuick Tip #6
#webinarwakeup
En
gag
e y
ou
r au
die
nce
& R
ew
ard
th
em
By c
reati
ng
a
poll a
nd
raffl
e
An
nou
nce w
inn
ers
in
a b
log
recap
, tw
itte
r, e
tc.
6. Polls & Raffles
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Promote to your channels because: It’s relevant It’s timely It’s thoughtful It’s not a sales pitch It could increase your live attendance
rates
Next steps…
#webinarwakeup
32#webinarwakeup
That’s called:
33
Webinar Inception
#webinarwakeup
The gift that keeps on giving
Chapter 4
34
Typically 84% of registrants don’t care if they
see the:
Consider this…
#webinarwakeup
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Writing it out
WEB
INA
R
#webinarwakeup
Quick Tip #1
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Writing it outW
EB
INA
R
#webinarwakeup
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WEBINARS
#webinarwakeup
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Archived Recordings
39
Archived RecordingsNew Content
40
Five webinars…or ONE?
#webinarwakeup