Growing your business is difficult with so many new organizations sprouting. How do you stand out in our society? How do you get your company noticed? How can you generate leads and increase your audience? You have to work your way up to the top of google, unfortunately. However, this presentation explains two ways to make your company reach a larger audience is by utilizing content marketing and lead generation. How does one do this effectively? Host a webinar! Using a webinar is a great way to generate leads by using content marketing. This presentation explains 1) the definitions of content marketing and lead generation 2) why they are important for growing your business 3) what tools can be used to grow your business (hint: webinars!) 4) how webinars fit in and 5) how to host effective webinars for content marketing and lead generation.

1. Getting Started Webinar
June 2014
Webinars for Lead Generation

2. Questions We’ll Answer
1. What is Content Marketing? What is Lead Generation?
2. Why are they important in growing your business?
3. What are tools and channels that can be used?
4. How do webinars fit in?
5. How can we host effective webinars for content marketing and
lead generation?
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3. Online Content Marketing
& Lead Generation 101
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5. What’s Your Company’s Story?
Every two days, we create as much data as we did from the dawn
of civilization until 2003. As consumers find it increasingly difficult
to separate the signal from the noise, storytelling is becoming
more and more important.
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6. What is Content Marketing?
The strategic marketing approach of creating and distributing
valuable, relevant and consistent content to attract and acquire a
clearly defined audience – with the objective of driving profitable
customer action.
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7. 90% of Companies Use It
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8. What is Lead Generation
Lead Generation is the generation of consumer interest or inquiry
into products or services of a business. It is the process of
creating sales leads which might convert into sales for the
company. Offers that Generate Leads:
1. eBooks or Guides
2. Templates or Presentations
3. Research, Reports, White Papers
4. Webinars
5. On-demand Videos
6. Blogs
7. Middle-of-the-funnel Offers (Demos, RFPs, etc.)
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9. Tools & Channels for Content
Marketing & Lead Gen
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10. Channels
INBOUND MARKETING
(“free”/earned traffic)
News/Media/PR
SEO
Email
White Papers
Infographics
Webinars
Social
Networks
WOM
Podcasts
Q&A Sites
Type-in Traffic
Review Sites
Referrals
Social
Bookmarking
Online Video
Forums
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11. Customer Credibility Via Content: B2B
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12. Customer Credibility Via Content: B2C
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13. Webinars for Content
Marketing & Lead Gen
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14. When people
attend a webinar,
they must part
with their name
and email, which
means you gain a
new lead for each
webinar
participant.
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15. 5 Truths: Webinars For Nurturing
Leads
1. 79% of marketing leads never convert to sales
2. Nurtured leads make 47% larger purchases than non-nurtured
leads
3. By sending useful content to prospective customers, you will
keep them engaged and looking at you in an expert in your
niche or industry
4. Over time, you will build a high level of trust and comfort
5. You will come to mind the next time they are looking for a
solution to their problems in your business’s area
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16. Effective Webinars for Sales,
Marketing & Growth
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17. Webinars to Drive Growth
Objective: Lead Generation, Nurturing & Content Marketing
Topic Ideas:
Industry Research /
White Paper Findings
Lunch & Learns
Panel Discussions with
Industry Experts
Product Reviews
& Demonstrations
Round Tables / Customer
Meet & Greets
Real World Cases
& Success Stories
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18. Objective: Lead Generation, Nurturing & Content Marketing
Before Your Webinar:
Webinars to Drive Growth
1. Choose your target audience and
goals
2. Schedule, confirm presenters, and
start invite/promotion process 2-3
weeks prior to the event
3. Leverage social media and partners to
maximize reach
4. Clearly communicate the value people
will achieve by attending your event
5. Use a customized registration page to
capture leads – requiring that people
register to attend
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19. Webinars to Drive Growth
Objective: Lead Generation, Nurturing & Content Marketing
During Your Webinar:
1. Use a moderator to help participants
with questions and managing the
clock, presenters, chat box
2. Join the event early and have the
slides/content queued up ahead of
time so you’re ready to begin on time
3. Record the session to leverage the
great content later
4. Keep the session to 30-60 minutes,
max, plus time for Q&A
5. Briefly and tastefully introduce yourself
and your company at the beginning
and end of the session
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20. Webinars to Drive Growth
Objective: Lead Generation, Nurturing & Content Marketing
After Your Webinar:
1. Leverage the recording as a valuable
piece of marketing content for other
marketing channels
2. Offer the recording to registrants who
were not able to attend, giving you a
second chance to engage them
3. Add the new leads you’ve gained to your
marketing list
4. Consider creating a section of your
website for webinars that may be useful to
prospects, current customers, partners,
etc.
5. Keep the conversation with
customers/prospects moving forward in
between your live gatherings, to continue
building your brand
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21. Appendix
A

22. Must Reads
1. Neil Patel: How These 15 Types of Content Will Drive You
More Traffic
2. Robert Rose: Make the Most Of Your B2B Marketing
Channels: Research On Webinars
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