Create a Winning Content Marketing Webinar Series - June 26, @MikeAgron @ConnectMembers

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Learn how to create a winning content marketing webinar series, based on actual case studies

Learn how to create a winning content marketing webinar series, based on actual case studies

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  • 1. /ConnectMembers @ConnectMembers Data.com Visit connect.data.com Sign up for free today and get 2 free contacts!
  • 2. © 2014 WEBATTRACT! Mike Agron Co-Founder Executive Webinar Producer WebAttract, LLC mike@webattract.com @WebinarReady Create  a  Winning  Content  Marke.ng  Series   Strategy     Based  on  Actual  Case  Studies  
  • 3. © 2014 WEBATTRACT! For  Webinar  and  Demand  Gen  Professionals   1.  Marke.ng,  business  development,   sales,  publishers  and  entrepreneurs   2.  Drive  fresh  new  sales  leads  or  retain   exis.ng  clients  and  partners   3.  Using  Content  Marke.ng  best   prac.ces  to  amplify  brand  awareness   and  thought  leadership   4.  Anyone  involved  in  planning  webinars   looking  for  beJer  outcomes  
  • 4. © 2014 WEBATTRACT! Benefits  of  a  Series  Over  a  “1-­‐off”   B2B  &  SMB  Case  Studies  Outcomes    PuSng  it  Altogether     Your  Turn  –Q/A  
  • 5. © 2014 WEBATTRACT! Poll  #1   Our  use  of  demand  genera.on  webinars  is:     (Please  select  all  that  apply)       §  We  do  “1-­‐off”  webinars   §  We  do  thought  leadership  webinar  series   §  We’re  considering  doing  a  thought  leadership  series   §  We  haven’t  done  either  a  “1-­‐off”  or  a  series  yet  
  • 6. © 2014 WEBATTRACT! Methodology Best Practices Metrics GeSng  WebinarReady™   Complimentary Copy Citrix - WebAttract A Step-by-Step Guide to Hosting Successful Webinars
  • 7. © 2014 WEBATTRACT! Se/ng  the  Stage  
  • 8. © 2014 WEBATTRACT! Who  Is  A  Thought  Leader?     (Mitchell  Levy’s  DefiniBon)       Others  RECOGNIZE  you  as  an  EXPERT  in  your  space   and  seek  out  your  help         You  are  a  KEY  “GO-­‐TO”  person  
  • 9. © 2014 WEBATTRACT! Case  Study:   Business    Improvement   How  To  -­‐  Tutorial   Standards  &    Compliance     Popular  B2B  Thought  Leadership    Webinar  Themes  
  • 10. © 2014 WEBATTRACT! Your Challenge? Create an engaging event to corral & spur people to have a 1:1 conversation & become your customer!    
  • 11. © 2014 WEBATTRACT! Generate  Leads  by  Delivering  Engaging  Webinars  that  AJract   and  Convert  Prospects  into  Advocates  and  Customers     AJract   Engage   Convert  
  • 12. © 2014 WEBATTRACT! The  3  Biggest  Webinar  Myths   • Build  it  and  they  will  come  1   • I’m  a  great  presenter,  I’ll  just   show  up  and  wing  it  2   • All  aJendees  are  “sales   ready”  to  buy  now  3  
  • 13. © 2014 WEBATTRACT! Which  of  These  Outcomes     Are  You  Trying  to  Achieve?   Raise  Awareness   Promote  Thought  Leadership   Drive  Sales  
  • 14. © 2014 WEBATTRACT! Reaching  B2B  Buyers  Today  is  Done  Online   “No  Thanks,  I’m  Just  Looking”  
  • 15. © 2014 WEBATTRACT! Webinars  Are  Magnets  for  AJrac.ng  Prospects   Who  Are  Ripe  To  Become  Your  Customers   BeMer  Outcomes   Pain  Points  -­‐  QuesBons   AcBvely  Looking  for  a  SoluBon   OR  
  • 16. © 2014 WEBATTRACT! Content  vs.  Tradi.onal  Marke.ng       InformaBonal     vs.   Sales  Pitch   Case  Study   Product  Centric   Best  Prac.ces  –  Lessons  Learned   Features  -­‐  Benefits   Business  Value,  Metrics,  ROI   Pricing   Educates  and  makes  buyers  more  intelligent  with   the  objec;ve  of  driving  profitable  customer  ac;on  
  • 17. © 2014 WEBATTRACT! Why  You  Must  Embrace  Disrup.on  
  • 18. © 2014 WEBATTRACT! Disrup.ve  Markets  and  Industry  Shiis  Provide     •  Story  Telling  Beyond  Sound  Bites   •  Highlight  Innova.ve  Solu.ons   •  Promote  Thought  Leadership  
  • 19. © 2014 WEBATTRACT! The  3  Biggest  Webinar  Myths   • Build  it  and  they  will  come  1   • I’m  a  great  presenter,  I’ll  just   show  up  and  wing  it  2   • All  aJendees  are  “sales   ready”  to  buy  now  3  
  • 20. © 2014 WEBATTRACT! A  Time  for  Story  Telling  
  • 21. © 2014 WEBATTRACT! Think  of  a  Radio  Show  With  Pictures  
  • 22. © 2014 WEBATTRACT! Don’t  Forget  About  Your  Audience!  
  • 23. © 2014 WEBATTRACT! The  3  Biggest  Webinar  Myths   • Build  it  and  they  will  come  1   • I’m  a  great  presenter,  I’ll  just   show  up  and  wing  it  2   • All  aJendees  are  “sales   ready”  to  buy  now  3  
  • 24. © 2014 WEBATTRACT! Poll  #2   Our  biggest  webinar  challenges  are:     (Please  select  all  that  apply)       §  Crea.ng  a  compelling  message  and  story   §  Finding  and  mo.va.ng  speakers   §  Recrui.ng  an  audience  beyond  our  house  list   §  Not  enough  .me  to  manage  all  of  the  moving  parts   §  Post  webinar  sales  and  nurturing  follow  up  
  • 25. © 2014 WEBATTRACT! How  an  established  brand  was  able  to  reinvent   itself  &  find  new  leads  in  a  changing  market  
  • 26. © 2014 WEBATTRACT! Market  disrup.on   Staying  relevant  with  digital     Customer  acquisi.on     Challenges  
  • 27. © 2014 WEBATTRACT! Add  webinars  to  marke.ng  mix   Educate  to  foster  rela.onships   Posi.on  as  trusted  marke.ng  partner   Objec.ves  
  • 28. © 2014 WEBATTRACT! Series  Highlights   Delivered  15  Tutorial  Webinars  between  April  2010  and  April  2012  
  • 29. © 2014 WEBATTRACT! Metrics  &  Benchmarks   Outcomes   Registered   17,500   AJended   8500   AJendance  Ra.o   49%   Avg.  Session  Time   54  minutes   Avg.  Sa.sfac.on   93%   Used  online  polling  to  create  up-­‐ sell  opportuni.es     Over  20%  uptake  with  aJendees  
  • 30. © 2014 WEBATTRACT! #   Key  Takeaways   1   Offered  highly  relevant  info  to  deal  with  SMB  disrup.ons   2   Not  afraid  to  give  away  content  and  lots  of  it   3   Delivered  on  what  they  promised   4   Always  had  a  clear  call  to  ac.on  internally  and  externally   5   Did  lead  nurturing  post  webinar   Lessons  Learned  
  • 31. © 2014 WEBATTRACT! How  a  cloud-­‐based  applicaDon  provider  with   analyDcal  and  search  tools  uses  webinars  to   educate  engineers  on  Dmely  topics  
  • 32. © 2014 WEBATTRACT! Challenges   Rise  above  noise  to  create  visibility     Create  trust  in  niche  markets    Feed  the  demand  gen  funnel  
  • 33. © 2014 WEBATTRACT! Objec.ves   Show  thought  leadership  in  5  key   markets   Achieve  350+  qualified  registrants   Post  webinar  -­‐  Refer  audience  to   online  reference  tools  &  solu.ons  
  • 34. © 2014 WEBATTRACT! Series  Highlights    Delivered  17  Webinars  between  June  2010  and  April  2014   Compliance  &  Standards:    6   Tutorial/Case  Study:  3   Professional  Development:  7  
  • 35. © 2014 WEBATTRACT! Metrics  &  Benchmarks   Outcomes   Registered   6695   AJended   2721   AJendance  Ra.o   41%   Avg.  Session  Time   54  minutes   Avg.  Sa.sfac.on   91%   On  Demand  Viewings   2308  or  34%  Registered     Fresh  New  Sales  Leads  from     On  Demand  Viewings   1558  or  67%  of  Registered  
  • 36. © 2014 WEBATTRACT! #   Key  Takeaways   1   Used  thought  leaders  to  educate  and  inform  execu.ves   2   Did  not  overly  promote  their  own  offerings   3   Focused  content  on  “must  have”  vs.  “nice  to  have”   4   Leveraged  industry  disrup.ons  to  aJract  and  engage   5   Rotated  themes  from  tutorials,  compliance  and  professional   Lessons  Learned  
  • 37. © 2014 WEBATTRACT! How  two  well-­‐known  technology  firms  used   thought  leadership  to  establish  a  new  category  
  • 38. © 2014 WEBATTRACT! Challenges   Target  mul.ple  decision  makers   Low  awareness  of  category  &  brand    Tight  economy  impac.ng  budgets  
  • 39. © 2014 WEBATTRACT! Explain  technology  beyond  sound  bites   Introduce  brand  without  selling   Test  efficiency  of  a  webinar   Objec.ves  
  • 40. © 2014 WEBATTRACT! Monitoring  Technology  Provides   Vital  Informa.on  to  Help  Boost   Community  Service  Levels  and   Occupancy  Rates   Transforming  Eldercare  with     Smart-­‐senor  Technology   #1  Industry  Trends   #2  Case  Study  
  • 41. © 2014 WEBATTRACT! 3rd  Party     Thought  Leaders   Invita.on  
  • 42. © 2014 WEBATTRACT! Elapsed Time Production Flow Timing by Segment Duration Presenter :00       :02       :04     Welcome,  Who  is  in  the  audience,  Housekeeping  .ps,       Poll#1  –  Learn  about  the  audience/break  the  ice     Introduce  the  speakers      2  mins        2  mins            1  min     Lori  Dearman     Lori  Dearman     Lori  Dearman    :05     Welcome  Gary     Speaker  One      1  mins     15  mins   Lori    Dearman     Gary  Barg   :21   Welcome  Rodney   Speaker  Two    1  mins     15  mins   Lori  Dearman     Rodney  Stoops   :37     :40   Call  to  Ac.on  -­‐  How  to  get  started…     Poll  #2  on  priori.es  for  geSng  started.          3  mins          2  mins   Lori  Dearman   :42       :59   Ask  the  Experts  Panel     Adjourn  &  Cue  Post  Webinar  Survey   16  mins          1  min   Lori/Panel         Lori  Dearman   Story  Board  
  • 43. © 2014 WEBATTRACT! Plan  for  About  35  Minutes  of  On-­‐Air  PresentaBon  Time   Elapsed Time Production Flow Timing by Segment Duration Presenter :00       :02       :04     Welcome,  Who  is  in  the  audience,  Housekeeping  .ps,       Poll#1  –  Learn  about  the  audience/break  the  ice     Introduce  the  speakers      2  mins        2  mins            1  min     Lori  Dearman     Lori  Dearman     Lori  Dearman    :05     Welcome  Gary     Speaker  One      1  mins     15  mins   Lori    Dearman     Gary  Barg   :21   Welcome  Rodney   Speaker  Two    1  mins     15  mins   Lori  Dearman     Rodney  Stoops   :37     :40   Call  to  Ac.on  -­‐  How  to  get  started…     Poll  #2  on  priori.es  for  geSng  started.          3  mins          2  mins   Lori  Dearman   :42       :59   Ask  the  Experts  Panel     Adjourn  &  Cue  Post  Webinar  Survey   16  mins          1  min   Lori/Panel         Lori  Dearman   Story  Board  
  • 44. © 2014 WEBATTRACT! Gary Barg Founder & Editor-In-Chief Today’s Caregiver Magazine* First  Gary  Barg  Set  the  Stage   •  His  Journey  to  Become  an  Advocate   for  Caregivers   •  What  Families  Want  from  Caregivers   •  Importance  of  Technology  to  Provide   Peace  of  Mind  
  • 45. © 2014 WEBATTRACT! Then  Rodney  Stoops  Shared  His  Case  Study   •  Profile  of  Providence  Place  Community   •  Use  Case  of  How  QuietCare®  Works   •  Staff  Adop.on   –  Improved  safety  and  accountability   –  Provided  .mely  data  to  caregivers  and  family   •  Business  Outcomes  Improved  by:     –  75%  Conversions  from  visits  to  move-­‐ins   –  96%  -­‐  98%  Occupancy   •  Lessons  Learned   Rodney Stoops Administrator & VP Providence Place Community
  • 46. © 2014 WEBATTRACT! Transforming  Eldercare  with     Smart-­‐senor  Technology   #2    Case  Study   How  the  Series  Con.nued  to  Evolve     #3    Tutorial   Thought  Leaders  Eric  Dishman   and  Joe  Velderman  Discuss   Technology  in  Long  Term  Care  
  • 47. © 2014 WEBATTRACT! Power  of  a  Winning  Content  Marke.ng  Webinar  Series    #1  -­‐  Industry  Trends  –  Case  Study   #2  -­‐  Thought  Leader  –  Case  Study   #3  -­‐  Thought  Leader  –  Tutorial  
  • 48. © 2014 WEBATTRACT! Metrics  &  Benchmarks   Outcomes   Registered   600   AJended   325   AJendance  Ra.o   54%   Avg.  Session  Time   53  minutes   Avg.  Sa.sfac.on   95%   Segmented  Leads  for  Nurturing   Over  80  %  -­‐  20%  Went  to  Account   Managers  –  60%  Nurturing  
  • 49. © 2014 WEBATTRACT! #   Key  Takeaways   1   Used  well  known  3rd  party  experts  to  promote  thought  leadership   2   Balanced  diverse  audience  interests  of  caregivers  vs.  commercial   3   Used  demonstrable  outcomes  from  client  case  studies   4   Invested  in  post  webinar  lead  nurturing  using  content  marke.ng   Lessons  Learned  
  • 50. © 2014 WEBATTRACT! PuSng  It  Altogether  
  • 51. © 2014 WEBATTRACT! 47% 24% 24% 5% Having attended today's Webinar, your plans to purchase or acquire products or services (26% Response): Increased Was just researching, but now intend to acquire Was just researching and now see no need Decreased   Did  the  Webinar  Move  Intent  to  Purchase?   Mid    Point   Q  &  A  
  • 52. © 2014 WEBATTRACT! Measuring  Webinar  Effec.veness   #   How  Webinars  Impact  the  BoMom  Line   1   Net  new  deals     2   Converts  prospects  into  customers   3   Enables  up-­‐sell  &  cross-­‐sell  to  exis.ng  base   4   Increases  sales  pipeline   5   Puts  you  on  the  map  as  a  viable  player   6   Reaches  new  markets  &  geographies  
  • 53. © 2014 WEBATTRACT! GREAT     CONTENT!   Case   Studies   Industry     Analysts   Clients     Partners   Publishers    Editors     Authors   White   Papers   Where  Do  You  Find  Great  Content?  
  • 54. © 2014 WEBATTRACT! Benefits  of  a  Winning  Content  Marke.ng   Series  Strategy  over  a    “1-­‐Off”  Webinar   MulBple   Impressions   Nurture  Prospects     to  Become   Customers   Content  MarkeBng   at  its  Best   Become  a  Trusted   Advisor   Create     Advocates  
  • 55. © 2014 WEBATTRACT! #   Strategy   1   If  you  fail  to  plan,  you  plan  to  fail   2   Embrace  disrup.on  and  change   3   Breathe  life  and  tell  a  great  story  around  sta.c  content     4   Use  passionate  3rd  party  experts  aka  thought  leaders   5   Give  to  get  vs.  get  to  give   6   Have  a  call  to  ac.on  before,  during  and  aier   Lessons  Learned  
  • 56. © 2014 WEBATTRACT! Winning  Minds  and  Markets  is   Content  Marke.ng  at  it’s  Best  Commercial  Outcomes   Value  to  Your  Audience  
  • 57. © 2014 WEBATTRACT! To  Con.nue  the  Conversa.on     WebAMract  Thought  Leadership  Webinars  and  Webcasts   www.webaMract.com    or  mike@webaMract.com     Best  PracBce  Videos  -­‐  Case  Studies  –  Blog  -­‐  eBooks   Customer  &  Thought  Leadership  Webinars     Aaer  Labor  Day   Master  Webinar  Producer  Crash  Courses  and  CerBficaBon       6  Key  Metrics  That  Impact  Webinar  Performance  &  more  
  • 58. © 2014 WEBATTRACT! Your  Turn  –  Q/A             Mike  Agron   CEO  and  Co-­‐Founder   WebAMract  
  • 59. © 2014 WEBATTRACT! Silent  Poll   •  I’d  like  a:   –  Complimentary  mee.ng  with  WebAJract   –  Copy  of  the  eBook:  Managing  the  Webinar  Life  Cycle   –  Send  me  updates  on  Master  Webinar  Producer  Crash  Courses  
  • 60. © 2014 WEBATTRACT! Your  Turn  –  Q/A             Mike  Agron   CEO  and  Co-­‐Founder   WebAMract