Well executed, educational webinars generate more leads at a
lower cost per lead than any other marketing activity.
The ‘H...
Agenda
1. What is a ‘Webinar’?
2. Why do people attend a webinar?
3. Why do companies produce and broadcast a webinar?
4. ...
What is a ‘Webinar’?
35/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 3
The word, ‘webinar’ is a neolo...
Why do people attend webinars?
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 4
• To gain valuable in...
Reasons that individuals attend webinars
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 5
Source: Ost...
Why do Companies
Produce & Broadcast
Webinars?
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 6
• To ...
The 13 Essential Steps to
Execute an Effective Webinar
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI)...
Determine your objective
The objective should be agreed upon by your
critical stakeholders.
Objectives might be any of the...
Identify participants
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 9
Osterman Research found that
p...
Promote to & Invite yourTarget Audience
• Identify your target audience
• Where will you find them?
• Internal database?
•...
Effectiveness ofVarious Methods for AdvertisingWebinars
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI...
Make it easy for people to register, remember and attend
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KM...
Tips for a Live Broadcast
• Practice, practice and practice some more
• Have all presenters in place 30 minutes before
sta...
The secret to a successful webinar is…
the follow up activity!
• Think about what you want the attendees
and non-attendees...
What isYour Follow up
Plan?
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 15
• Make a sales call to ...
10 Best Practices
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 16
1. Employ a guest or at least a s...
Leave them wanting more!
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 17
• Offer more helpful resou...
Who am I and why did I write this guide?
Hello, my name is Bruce McDuffee. I help industrial companies increase their orga...
Ready to add 10%, 20% or 30% to your revenue?
If you answered 'yes', then let's get started:
• Step 1: Send me an email, f...
Call me to discuss, brainstorm or chat about
Knowledge Marketing
Mobile phone: 303-505-8009 feel free to call during norma...
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The How and The Why of Effective Webinars

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If you want to get started with webinars as a way to grow your business, this slide deck is a great primer. Use it to persuade your stakeholders to buy in. Use it as a basic how-to guide to set up the foundation of your webinar plan.

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The How and The Why of Effective Webinars

  1. 1. Well executed, educational webinars generate more leads at a lower cost per lead than any other marketing activity. The ‘How’ and the ‘Why’ of WEBINARS Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) - bruce.mcduffee@knowledgemktg.com
  2. 2. Agenda 1. What is a ‘Webinar’? 2. Why do people attend a webinar? 3. Why do companies produce and broadcast a webinar? 4. What are the components of an effective webinar? 5. The all important ‘Objective’ 6. How to choose content and speakers 7. How to promote a webinar 8. The importance of a simple and complete registration process 9. Without follow up, there is limited conversion 10. 10 Best Practices 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 2
  3. 3. What is a ‘Webinar’? 35/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 3 The word, ‘webinar’ is a neologism. Webinar is used to describe a specific type of web conference which typically involves a one-way broadcast of a presenter’s voice and a slide deck. In addition to the voice of the presenter and a slide deck, a well presented webinar will engage the audience with polling, an active chat session and question & answer sessions to allow full participation between the audience and the presenter. Depending upon the provider, webinars may provide hidden or anonymous participant functionality, making participants unaware of other participants in the same meeting. Webinars can be broadcast live or recorded and made available on demand. - Neologism - a newly invented word or phrase Bruce E. McDuffee - Knowledge Marketing for Industry (KMI)
  4. 4. Why do people attend webinars? 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 4 • To gain valuable information in a simple, easy, convenient, and cost-effective manner. • No need to travel or be out of the office.You may attend wherever you have a computer, tablet and Internet access. • Instant 1 to 1 access to experts in a specific field. • Flexibility to attend the live broadcast or watch the recording at a convenient time.
  5. 5. Reasons that individuals attend webinars 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 5 Source: Osterman Research, Inc.; Top 10 Webinar Best Practices
  6. 6. Why do Companies Produce & Broadcast Webinars? 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 6 • To establish credibility • To establish top of mind awareness • To build a position as a thought leader • To demonstrate expertise and showcase experts • Training in use of a product • Webinars can be internally or externally focused All of these reasons for conducting webinars will support increased leads to the top of the funnel, more sales opportunities and increased top line revenue.
  7. 7. The 13 Essential Steps to Execute an Effective Webinar 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 7 1. Determine your objective 2. Identify the participants; presenters, panelists, guest speakers, etc. 3. Determine the theme or mission of the webinar 4. Develop the content 5. Develop the supporting materials 6. Invite the target audience 7. Register the participants 8. Send a confirmation 9. Send a reminder 10. Broadcast the webinar 11. Post for on-demand viewing 12. Send a follow up email 13. Pass leads to sales team Visit www.knowledgemktg.com to download the ‘SuccessfulWebinarToolkit’
  8. 8. Determine your objective The objective should be agreed upon by your critical stakeholders. Objectives might be any of these: – Generate qualified leads – Engage with your target audience – Increase web page visits – Incent more active trials of a product or service – Increase subscribers to your blog – Convert leads to sales – Anything that supports your business goals 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 8 Measure results. Don’t forget to choose metrics so you know if your webinar has succeeded (or not).
  9. 9. Identify participants 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 9 Osterman Research found that people are most likely to attend webinars about: – Information or knowledge about their industry or profession – Best practices in their industry or profession – Information about main issues in their industry or profession – How-to instructions – ’10 most common mistakes’ in their industry or profession Guest speakers increase attendance, but… – Increase the complexity – Require more coordination and planning – May be legal requirements – Produces a better event Tip: Always have more than one speaker if possible!
  10. 10. Promote to & Invite yourTarget Audience • Identify your target audience • Where will you find them? • Internal database? • Industry organization? • General public? • How will you reach them? • Email invitation • Letter or postcard • Magazine advertisement • Sales force word of mouth 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 10
  11. 11. Effectiveness ofVarious Methods for AdvertisingWebinars 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 11 Source: Osterman Research, Inc.; Top 10 Webinar Best Practices
  12. 12. Make it easy for people to register, remember and attend 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 12 • Invitees should have an easy way to find out more information about the event. • Registration should be easy and convenient. • Registrants should receive an immediate confirmation. • Remind registrants about the event more than once. Don’t confuse your audience!Typically, 20% to 30% of those who register will attend the live webinar.
  13. 13. Tips for a Live Broadcast • Practice, practice and practice some more • Have all presenters in place 30 minutes before start time • Be thoroughly prepared • Double check everything • Use the features of the webinar platform – Polling – Measuring audience attention – Answer chat questions – Prompt the audience to comment via chat • Start on time • End on time 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 13 Start on time and end on time.
  14. 14. The secret to a successful webinar is… the follow up activity! • Think about what you want the attendees and non-attendees to do after the webinar. – Register for another webinar or something else – Download something – Sign up for a free trial – Be open to a phone call – Recommend the company – What else??? • Non-attendees represent the best opportunity for further engagement. 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 14
  15. 15. What isYour Follow up Plan? 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 15 • Make a sales call to each attendee • Make a tech support call to each person • Send a follow up email • Schedule an 1 to 1 demo session • Invite each person to the next webinar • Invite each person to opt in to your newsletter • Make a special offer to each person who registered and/or attended Failing to follow up after a webinar is like taking your cash out to the parking lot and setting it on fire.
  16. 16. 10 Best Practices 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 16 1. Employ a guest or at least a second speaker 2. Rehearse a lot! 3. Promote the webinar in all of your media channels 4. Obtain important information when they register 5. Send the invitation about 2 weeks prior to the webinar 6. Provide time and a method for Q&A 7. Conduct live polls to keep the audience engaged 8. Ensure the content supports your value proposition 9. Limit the time to one hour or less 10. Conduct a post-event survey Image credit www.business2community.com
  17. 17. Leave them wanting more! 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 17 • Offer more helpful resources via email or web site • Provide contact information • Promise to answer all un-answered questions • Remind them about the next webinar • Offer your follow up call-to-action • Always!Always!Thank them for their time! Image credit www.workbetternotharder.com
  18. 18. Who am I and why did I write this guide? Hello, my name is Bruce McDuffee. I help industrial companies increase their organic growth rates by creating and implementing a marketing strategy built around the Knowledge Marketing framework. I'm passionate about Knowledge Marketing simply because I know it works. It's an amazing way to go to market and I want to share my expertise and knowledge with your team. How do I know it works? As the Marketing Director of a global electronics manufacturing company, I increased the AMER growth rate from 4% to 20% with this Knowledge Marketing framework. I was able to work out most of the kinks, problems and issues in this test bed. Now I'm ready to help you realize extraordinary growth in your manufacturing business. Are you ready? At this point, you are either actively thinking WIIFM [what’s in it for me?] Well, here’s what’s in it for you:  Rapid revenue growth rate – potentially tripling your recent growth rate.  Take market share from your laggardly competitors.  Convert your marketing team from a utilitarian cost center to a revenue engine for rapid growth. 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 18 For more about me and what I can do for you: • FAQs about Bruce • Visit the web site • Send me an email • Request a free Discovery call
  19. 19. Ready to add 10%, 20% or 30% to your revenue? If you answered 'yes', then let's get started: • Step 1: Send me an email, fill out the contact form or call me at (303) 505-8009 and we'll schedule a 30 to 60 minute discovery call. (no charge for the discovery call) • Step 2: If you like what we discuss and if you think your organization is ready to increase growth and embrace the marketing function as a revenue engine. I'll prepare a custom proposal for your review. • Step 3: If you accept the proposal, we get to work. We agree on schedules and resources. We dig into your current marketing plan, strategy, messaging, etc. • Step 4: We set a plan of action and milestones (POA&M) and commence building your plan based on the 3 step framework. • Step 5: Watch your top line grow and reap the rewards. 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 19
  20. 20. Call me to discuss, brainstorm or chat about Knowledge Marketing Mobile phone: 303-505-8009 feel free to call during normal business hours Email: bruce@knowledgemktg.com Website: Knowledge Marketing for Industry http://knowledgemktg.com/home.html Blog: GrowYour Business with Knowledge Marketing http://knowledgemktg.com/blogs/ My LinkedIn Profile: http://www.linkedin.com/in/brucemcduffee/ 5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 20

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