Part 2, 8 Step Framework for Creating, Producing, Broadcasting and Measuring Lead Generating Webinars
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Learn how to collaboratively develop the topic, audience, metrics and resources for a successful foundation. 2. Learn how to choose the best people for the webinar team. 3. Learn about the tools available and what to look for in the production, broadcast, promotion and conversion of your lead generating webinar series.
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Part 2, 8 Step Framework for Creating, Producing, Broadcasting and Measuring Lead Generating Webinars
- 1. The 8 Steps of Lead GeneratingWebinar Production Part 2 Webinar 3 of 4: Lead Generating Webinars for Manufacturing Companies – a HowTo series
- 2. Speakers Bruce McDuffee Knowledge Marketing for Industry (KMI) Dan Levy Marketing Strategist and Writer 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 2
- 3. Housekeeping 1. Will we get a copy of the recorded webinar? 2. Can I ask questions? 3. Will we be able to get a copy of the slides? 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 3
- 4. Agenda Step 5 –The Promotion Plan Step 6 –The live broadcast Step 7 – Post webinar promotion Step 8 – Measure and share results 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 4
- 5. Takeaways 1. Learn how to plan webinar promotion for maximum engagement 2. Key points for maximum effectiveness during the live broadcast 3. Most effective tactics for engagement after the live broadcast 4. Key performance indicators for measuring ROI or general effectiveness 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 5
- 6. Review of Steps 1 - 4 Step 1 – Collaborate with stakeholders Step 2 – Create a compelling knowledge based concept Step 3 – Choose the team Step 4 – Choose the tools Go to webinars.knowledge.marketing for link to the recording and slides 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 6
- 7. Step 5 – Promotion Promotion or lack of promotion can make or break the success of your webinar. 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 7
- 8. Use Inbound and Outbound Channels • Make it easy to learn more about the details of the webinar. • Make sure the path from receipt of the invitation or webinar promotion message to registration is easy, painless and intuitive. • The webinar message must be focused on the pain or passion of the people in your target audience. [not your product or company] 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 8
- 9. What isTheir Problem? •Pain •Passion 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 9
- 10. WorkYour House List • Your best response will come from the contacts already in your house list. • Send an email invitation 2 to 3 weeks prior to the live broadcast. • Send additional emails as needed – to everyone who did not open the first email. • Automate the process as much as possible. 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 10
- 11. Other Outbound Promotions • Press release • Social media posts • Print and digital ads in target publications where your target audience reads • Tell your distributors, affiliates, partners, etc. • Use the sales team – send an email from the sales person if possible 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 11
- 12. Use Inbound Channels • Post on the front page of your web site • Use PPC and SEO • Social media • Landing page should tell a quick story • Topic • Speakers • WIIFM (what’s in it for the person if they register) 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 12
- 13. Step 6 – Live BroadcastTips Above all, don’t forget to record the live broadcast! 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 13
- 14. Use 2 or More Speakers • Two voices and personalities are more interesting • Could be one expert and one moderator • Practice, practice and practice 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 14
- 15. Use the Interactive Features • Surveys, polls, chat, quizzes, etc. • Be unconventional • Mix up the Question/Answer sessions • Avoid opening up live phone lines • Be wary of live video feed 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 15
- 16. Other tips – practice! • Send 2 or 3 email reminders • Expect around 30% of registrants to attend • Practice • Practice • Practice 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 16
- 17. Step 7 – PostWebinar The gold is mined in the post webinar activities. 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 17
- 18. Ignore the No-shows at High Risk • Follow up with attendees • Follow up with no-shows • Send the follow up email with recording and slides as soon as possible but no later than 24 hours after the live event. 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 18
- 19. Continue to Engage • Agree on post webinar action with Sales and Marketing • Email follow up is a MUST! • Call each registrant? • Add to a nurturing program • Invite to the next webinar • Send related educational info 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 19
- 20. Debrief theTeam • Let the entire team know that their efforts are appreciated. • Cultivate authentic and safe feedback. • Discuss lessons learned. • What went well? • What could have been better? • Review the survey results. 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 20
- 21. Step 8 – Measure & Report Results Knowing your KPIs and knowing what defines success will determine your destiny! 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 21
- 22. Natural Key Performance Indicators (KPIs) • Registrants and trend over the series • % of registrants who actually attended • Time signed on to the webinar • Recordings played back • Survey questions – net promoter 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 22
- 23. More Challenging Metrics • Contribution to new/won opportunities (revenue) • Marketing influenced revenue • Revenue attribution • Lead source to closed business • New leads • Sales calls 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 23
- 24. Questions & Answers Please type your questions in the chat window at the lower left of your screen. Or feel free to email your questions to: bruce@knowledgemktg.com 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 24
- 25. “ ” Insanity is defined as doing the same thing over and over again and expecting different results - Albert Einstein 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 25
- 26. Summary Step 5 –The Promotion Plan Step 6 –The live broadcast Step 7 – Post webinar promotion Step 8 – Measure and share results 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 26 Download the ‘8 Step Framework’ document at http://knowledgemktg.com/do-it-yourself/webinar-toolkit/
- 27. Takeaways 1. Learn how to plan webinar promotion for maximum engagement 2. Key points for maximum effectiveness during the live broadcast 3. Most effective tactics for engagement after the live broadcast 4. Key performance indicators for measuring ROI or general effectiveness 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 27
- 28. NextWebinar on February 19th Converting Webinars to Revenue Webinars (like any marketing activity) do no good if they don’t convert to quality leads and/or revenue.The final step for manufacturing companies is to ensure all your hard marketing work converts.You’ll also want to make sure your stakeholders know about the webinar success in terms which they can relate. After completing this webinar you will be able to: • Build a plan to move the registrants and attendees through the sale funnel. • Collaboratively develop a plan for sales team action. • Track the process and measure a solid ROI for the webinar series. Register here or go to webinars.knowledge.marketing 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 28
- 29. Get Started Generating Leads with Webinars! Get the toolkit at: http://knowledgemktg.com/do-it-yourself/webinar-toolkit/ Need help getting started with your own educational webinar series? • Set up a webinar strategy call with Bruce • Call 303-953-4361 • Email bruce@knowledgemktg.com 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 29
- 30. ThankYou 1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 30
Editor's Notes
- Bruce: Welcome – you’re signed on to the second webinar in a 4 part How to series designed for manufacturing companies to learn how to create and execute lead generating educational webinars. A few weeks ago, we went through steps 1 – 4 of the 8 Step Framework, this webinar will cover steps 5-8. This webinar series is created and produced by Knowledge Marketing for Industry (KMI for short). If you attend or listen to all 4 webinars, you will be fully equipped to create, produce, execute and measure you own educational webinar series capable of generating hundreds or maybe even thousands of quality leads for your sales funnel. In a recent survey by CMI and Adobe, an interesting bit of information was that about 2/3 or B2B marketers have tried webinars as part of their marketing mix, but then quit because they were ineffective or less effective than expected. Of those 2/3 who tried and then stopped, 75% had built their webinars around the product; training or new product launch for example. This is not uncommon in my experience as well. I worked for an electronics mfg co a few years ago. This company made measurement instruments. Product managers tried webinars – poor results Look at it from a different view point Turned it around Educational versus product 1500 compared to 15 100x improvement in engagement! That’s what we’re going to teach you in this webinar series – how to engage deeper and broader with your target audience using educational webinars. This is not theoretical – we’ve had great success with manufacturing companies using this 8 step framework. You will have great success too!
- Bruce: Speaking today, my name is Bruce McDuffee, principal consultant for KMI bringing 20+ years in B2B sales and marketing primarily in the Industrial sector. One thing I’ve learned over the years is that educational or knowledge marketing outperforms product marketing by a significant margin every time when it comes to audience engagement. And Dan Levy as my co-presenter today - Dan has worked as a marketing strategist and content developer for 25 years for myriad industry segments. His career has been shaped by helping manufacturers find their stories and tell them in a way that engages, educates and enlightens customers and prospects alike. Now we’re going to jump start your learning curve as Dan kicks off one important aspect of lead generating webinars…
- Dan
- Bruce Planning for 45 minutes so we’ll end promptly at :45 past the hour.
- Dan
- Bruce It’s important to look at it from the perspective of the audience. Who knows what WIIFM means? It stands for “what’s in it for me”. This is the question each of us asks ourselves when we decide whether or not to pay attention to a message, or attend a webinar for example. How can your firm’s expertise make their lives better, make them better. The first impulse you will have and the first reaction from your stakeholders will be to help them realize how your product is different. “We need to educate them why they should buy our widget” This is a self-centered view. Resist it to the point of not even bothering with a webinar. You want to approach the topic selection from an audience focused approach. Another question we ask ourselves is ‘Why should I care?’. You, [name some names] as content marketers need to ask these questions on behalf of the people in your target audience. We’re going to look at a couple of examples in a few minutes.
- Dan
- Dan
- Bruce About half of those of you who registered have tried webinars in the past. According to a recent survey by Content Marketing Institute and Adobe, companies not currently using webinars as part of their marketing mix, but have tried them in the past, 75% used them for product demonstrations or training and not as a thought leadership or educational means. Many of you have tried webinars as new product launches and have been disappointed with the results. Tell the PDC story. Try a different approach – you’ll be amazed at the results. Interestingly, of the non-users who had tried webinars in the past, the vast majority (75%) used them for classic webinar purposes such as online training and education versus high-level content marketing activities (brand awareness or thought leadership).
- Bruce Planning for 45 minutes so we’ll end promptly at :45 past the hour.
- Dan
- Bruce