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Part 1 - Supercharging Your Webinar Demand Generation Outcomes - "Behind the Scenes - How to Host Successful Webinars"
 

Part 1 - Supercharging Your Webinar Demand Generation Outcomes - "Behind the Scenes - How to Host Successful Webinars"

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Based on the recent webinar, Joe Pulizzi, CEO and Founder of the Content Marketing Institute and Mike Agron, Co-Founder of WebAttract, discuss top tips and real-world examples, including metrics, on ...

Based on the recent webinar, Joe Pulizzi, CEO and Founder of the Content Marketing Institute and Mike Agron, Co-Founder of WebAttract, discuss top tips and real-world examples, including metrics, on what you need to know behind the scenes to host successful webinars. Part 1 focuses on setting the stage for a smooth production, getting the right audience to register and the initial steps around content creation to begin to breathe life into your production - See more at: http://www.webattract.com/pages/webinars_featured.shtml#sthash.LiVldzKw.dpuf

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    Part 1 - Supercharging Your Webinar Demand Generation Outcomes - "Behind the Scenes - How to Host Successful Webinars" Part 1 - Supercharging Your Webinar Demand Generation Outcomes - "Behind the Scenes - How to Host Successful Webinars" Presentation Transcript

    • May 22, 2013Toll-free:Access Code:Supercharging Your WebinarDemand Generation OutcomesPart 1Behind the Scenes: How to Host SuccessfulWebinars
    • Hi, I’m Joe Pulizzi (@juntajoe)September, 2013
    • CMI teaches marketers how to own their mediachannels to attract and retain customers.EVENTS MEDIA CONSULTINGCCO Magazine
    • COPYRIGHT 2013 WEBATTRACTContent Marketing Makes BuyersMore IntelligentInformational vs. Sales PitchCase Study Product CentricBest Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing
    • COPYRIGHT 2013 WEBATTRACT2013 B2B Content Marketing Budgets & Trends
    • COPYRIGHT 2013 WEBATTRACTMike AgronCo-FounderExecutive Webinar ProducerWebAttract, LLCmike@webattract.com@WebinarReadyCitrix - WebAttractA Step-by-Step Guide toHosting Successful WebinarsSupercharging Your Webinar Outcomes2 Part SeriesBased on Actual Case Study Examples
    • COPYRIGHT 2013 WEBATTRACTPart 1: Behind the ScenesHow to Host Successful WebinarsSetting the stageGetting the right audienceBreathing life into your production
    • COPYRIGHT 2013 WEBATTRACTPart 2: From Show to SaleWinning Leads with WebinarsTable reads, dry runs, sound checksFinal checklist and going live!Post webinar follow up to convert
    • COPYRIGHT 2013 WEBATTRACTSupercharging Your Webinar Outcomes• A proven “repeatable” methodology• Best practices for optimizing results• Use key metrics for ensuring success• Delight your audience• Delivering predicable outcomes• Convert more prospects into customers
    • COPYRIGHT 2013 WEBATTRACTWebinar Demand Generation ChallengesAttractEngageConvert
    • COPYRIGHT 2013 WEBATTRACTCommercialOutcomesValue to Your AudienceHigh Value – High Impact
    • COPYRIGHT 2013 WEBATTRACTPoll #1Which of the following are your biggest webinar challenges?(Please select one) Attracting the right audience and more of them Engaging your audience Converting them from a prospect into a customer Other
    • COPYRIGHT 2013 WEBATTRACTACT ISetting the StageSetting the Stage for a Smooth Production
    • COPYRIGHT 2013 WEBATTRACTThink of a Radio Show With Pictures
    • COPYRIGHT 2013 WEBATTRACTIt’s a Mini Theatrical EventFrom Let’s Go to Go Live!Budget 6-8 WeeksACT ISetting the StageACT IVSound - Go Live!ACT IIIContent - PracticeACT IIRecruit AudienceACT VPost Webinar©2012, WebAttract LLC
    • COPYRIGHT 2013 WEBATTRACTThe Webinar Life Cycle
    • COPYRIGHT 2013 WEBATTRACTIt’s an Ongoing Balancing ActLogisticsBusiness Drivers Human Factors Technology
    • COPYRIGHT 2013 WEBATTRACTMethodologyBest PracticesMetricsThe Case for Getting WebinarReady
    • COPYRIGHT 2013 WEBATTRACTProject Kickoff and Scheduling• Step 1: Define your objectives, target audience,desired outcomes and success factors• Step 2: Set up a webinar project timeline and gatherthe ensemble• Step 3: Hold a kick-off meeting• Step 4: Schedule your webinar
    • COPYRIGHT 2013 WEBATTRACTGather Life Cycle IntelligenceBEFORE EVENTGather profile dataInterestsSocial Media DURING WEBINAROnline pollsLive QuestionsSocial MediaSurveysAFTER EVENTSurveysOn-Demand ViewsSocial MediaLead Nurturing
    • COPYRIGHT 2013 WEBATTRACTEnsuring Predictable OutcomesWebinarObjectivesAudienceValueDefineSuccessFactorsCall ToActionAnalyzeLife CycleIntelligence
    • COPYRIGHT 2013 WEBATTRACTACT ISetting the Stage1. Manage with a written work plan and list2. Schedule/book key meetings way in advance3. People have a day job4. Prepare to invest 1 hr pre-production for eachlive minute
    • COPYRIGHT 2013 WEBATTRACTACT IIRecruitAudienceGetting the Right Audience to Register
    • COPYRIGHT 2013 WEBATTRACTGetting the Right Audience to Register• Step 1: Source the right audience to match your value prop• Step 2: Write a compelling invitation that attracts• Step 3: Create the Registration Landing Page• Step 4: Execute audience recruitment• Step 5: Track daily registration metrics
    • COPYRIGHT 2013 WEBATTRACT1. Click Thru Ratio (CTR)Before the Event
    • COPYRIGHT 2013 WEBATTRACTWhat Does It Measure? What Does It Predict?Percent of PeoplePeople who RegisterClick to Registration PageRegistration - AttendanceRegistration landing pageMessage and value propClick Thru Ratio (CTR)
    • COPYRIGHT 2013 WEBATTRACTOutcomeLow¼ of 1%High½ of 1%Reach Landing Page 750 750Click Thru 16.6% 33%Register 125 250Attendance Ratio 40% 50+/- 100+/-A Targeted Demographic of 50KShould Yield Registrants = ¼ to ½ of 1%
    • COPYRIGHT 2013 WEBATTRACTWhat Drives Registration?• Must have vs. nice to have topic• Informational vs. sales pitch = WIFM?• Value prop aligns with audience• Credibility of panelists• Recognition of brand sponsor• Solid execution plan
    • COPYRIGHT 2013 WEBATTRACTWebinars Are Magnets for Attracting ProspectsThat Are Ripe To Become Your CustomersDisruption – Pain PointsBetter OutcomesActively Looking for a SolutionOR
    • COPYRIGHT 2013 WEBATTRACTSegment target audience– Industries– Job Functions – Titles– Revenue or # employees– GeographyBuild an Audience Recruitment Profile
    • COPYRIGHT 2013 WEBATTRACTOnly use sources you can trust for quality & reliability:– In-house– Rental– Guaranteed Lead Program “GPL” aka Cost Per Lead– Media Partner such as a print or online publisher– OutsourceList Sourcing Strategies
    • COPYRIGHT 2013 WEBATTRACTWrite a Compelling Invitation ThatAttracts the Right AudienceAttribute What it DoesWebinar TitleGrabs attention, e.g., Give a Shift! – Harnessing Webinars to TurnProspects Into CustomersBrief Description Preview “must have” topic and in audience’s jargon3-4 Bullets Summarize phrases your audience will learnRegister Now! Make the singular CTA to easily register & get them back to workSpeakers - Brand Leverage’s their credentials, use a head shot to humanizeWho should attend? Ensures people you want to attract will self identify
    • COPYRIGHT 2013 WEBATTRACTWebinar TitleBrief Description3-4 BulletsWho Should Attend?Register Now !Leverage SpeakersCredentials - HeadshotHighlight Sponsorship
    • COPYRIGHT 2013 WEBATTRACTWebinar TitleBrief Description3-4 BulletsWho Should Attend?Highlight SponsorshipRegister Now !Leverage SpeakersCredentialsHeadshotsSocial Media
    • COPYRIGHT 2013 WEBATTRACT• Use branding and imagery• Concise expression of the webinarspurpose and content• Ask relevant and non invasivequestions• Obtain pre-webinar intelligence- Industry- Company Name & Title- Geography Always Ask: What Would You LikeTo Learn From This Webinar?Registration Landing Page
    • COPYRIGHT 2013 WEBATTRACTAudience Recruitment - Execution• Start 3 weeks before go live!• The email subject line is the most critical item• Use daily tracking metrics to adjust strategy• Do subject swaps for each Drip or Touchpoint• Consider A/B testing• Monitor unsubscribes• Always be CAN-SPAM compliant Optimize with 4 or more welltimed e-broadcasts using Dripcampaigns to Did Not Open, etc.
    • COPYRIGHT 2013 WEBATTRACTDaily Registration TrackingAdvanced Remote Patient Monitoring4011 7130582830204060801001201409-May-13 10-May-13 13-May-13 14-May-13 15-May-13 16-May-13 17-May-13TP#1 TP#2 TP#3In Process - Daily Registration TrackingTouch Point # Period # DaysClicked OnRegistrationLink RegisteredCTRRatio Status/NotesTP 1 Thursday 05/09 - Monday 05/13 5 160 58 36% CompleteTP 2 Tuesday 05/14 - Thursday 05/16 3 365 216 59% CompleteTP 3 Friday 05/17 - Wednesday 05/22 6 8 3 38% In-ProgressTP 4 Thursday 05/23 - Monday 05/27 5TP 5 Tuesday 05/28 - Wednesday 05/29 1.5Totals 20.5 533 277 52%
    • COPYRIGHT 2013 WEBATTRACTDaily Registration TrackingHow the Most Successful Direct MailPrograms Do More with Less3371221 2 11817213 10 123 54538264 12012311111101020304050607080909-Jan-1310-Jan-1311-Jan-1314-Jan-1315-Jan-1316-Jan-1317-Jan-1318-Jan-1320-Jan-1321-Jan-1322-Jan-1323-Jan-1324-Jan-1328-Jan-1329-Jan-1330-Jan-13TP#1 TP#2 TP#3 TP#4 TP#5Registration = 275 - CTR = 63% - Attendance = 138 or 50%Yes NoAttended9757543532
    • COPYRIGHT 2013 WEBATTRACTA/B Testing and Subject Line Swaps forEach Drip or TouchpointSubjectLineDescriptionA [Assisted Living Webinar] Boost Service Levels and Occupancy RatesB[Assisted Living Webinar] McKnight’s Senior Editor Discusses Occupancy RateChallenges
    • COPYRIGHT 2013 WEBATTRACT# Days per TPClicked OnRegistrationLink Registered CTR Ratio Attended Attendee Ratio Status/Notes2 143 32 22% 14 44%5 107 34 32% 16 47%Subject SwapAddedMcKnights Editor4 100 25 25% 11 44%4.5 184 60 33% 38 63%4.5 534 151 28% 79 52%59 11414 4 3 31916711 87382 31319905101520253011-Jun-1212-Jun-1213-Jun-1214-Jun-1215-Jun-1217-Jun-1218-Jun-1219-Jun-1220-Jun-1221-Jun-1222-Jun-1224-Jun-1225-Jun-1226-Jun-12TP#1 TP#2 TP#3 TP#4Daily Registration Tracking & Attendance
    • COPYRIGHT 2013 WEBATTRACTMultiple Drips Increase RegistrationDriving Unsubscribes DownTouch Point orDrip #Delivered Opens%DeliveredUnsubscribes % Delivered1 19,025 1393 7.32% 107 0.56%2 17,397 640 3.68% 61 0.35%3 17,892 803 4.49% 40 0.22%4 19,946 1499 7.52% 43 0.22%5 19,792 1299 6.56% 52 0.26%Totals 94,052 5,634 5.96% 303 0.32%Registration = 151 - CTR = 28% - Attendance = 79 or 52%
    • COPYRIGHT 2013 WEBATTRACTACT IIRecruit Audience1. The audience is always your top priority2. Relevancy aligns with a must have topic3. Collaborate and iterate4. Start campaign 3 weeks before go live!5. A/B Test, swap subject lines6. Test, Test, Test & Measure daily outcomes
    • COPYRIGHT 2013 WEBATTRACTACT IIIContent CreationTable Reads & Dress Rehearsals
    • COPYRIGHT 2013 WEBATTRACTBreathing Life Into Your Production• Step 1: Gather team/ensemble for a Table Read• Step 2: Architect from invite using key messages bullets• Step 3: Use all intelligence gathered before webinar• Step 4: Determine who will say what and when• Step 5: Get ready to start dress rehearsals
    • COPYRIGHT 2013 WEBATTRACTA Time for Story Telling
    • COPYRIGHT 2013 WEBATTRACTMessage Shaping IdeasDuring registration “always” ask “What would you like to learn”?
    • COPYRIGHT 2013 WEBATTRACTTime Segment – Working Title Duration Presenter Notes:00:02:04Welcome, Who is in the audience,Housekeeping tips,Poll#1 – Learn about the audience/break theiceIntroduce the speakers2 mins2 mins1 minLori DearmanModeratorLoriLori:05 Welcome Elizabeth from McKnight’s Long TermCare NewsSpeaker One1 mins15 minsLoriElizabethTrends, challenges and benefits that awaitcommunitieswho have a strategy for deployingtechnologyto improve outcomes and provide ahigher level of personalizedcare.:21 •Welcome David•Speaker Two1 mins15 minsLoriDavidHow to practice early intervention to:• Help determinethe appropriate levels of carefor each resident• Improvecommunicationand trust with theresident and familymembers• Recognizehigh performingdirect care staffmembersand address and improve overallaccountability:37:40Call to Action - How to get started…Poll #2 on priorities for getting started.3 mins2 minsLori:42:59Ask the Experts PanelAdjourn & Cue Post Webinar Survey16 mins1 minLoriLoriPanelTable Read Planning, Time and Flow
    • COPYRIGHT 2013 WEBATTRACTACT IIIContent Creation1. Use the invite to architect the flow2. Deliver on what you promised3. Create flow to align with key bullets4. Budget for welcome, Polls and Q/A5. Use 35 minutes of actual “on air” time wisely
    • COPYRIGHT 2013 WEBATTRACTIntermission
    • COPYRIGHT 2013 WEBATTRACTPart 1: Behind the ScenesHow to Host Successful WebinarsSetting the stageGetting the right audienceBreathing life into your production
    • COPYRIGHT 2013 WEBATTRACTPart 2: From Show to SaleWinning Leads with WebinarsTable reads, dry runs, sound checksFinal checklist and going live!Post webinar follow up to convert
    • COPYRIGHT 2013 WEBATTRACTTo Continue the ConversationWebAttract Thought Leadership Webinars and Webcastswww.webattract.com or mike@webattract.comBest Practice Videos - Case Studies – Blog - eBooksCustomer & Thought Leadership WebinarsSeptember 9-11, 2013Cleveland, OhioLunch n’ Learn Series – Wed. Sept. 11“How to Develop a Webinar Series that Works”
    • COPYRIGHT 2013 WEBATTRACTPoll #2To learn more and continue the conversation(Please select all that apply) Please register me for Part 2 on 6.26.13 FromShow to Sale: Winning Leads with Webinars Send me my complimentary download ofWebinarReady™ I’d like to arrange a complimentary follow onmeeting with WebAttract
    • Questions?Mike AgronWebAttractwww.webattract.comJoe PulizziModeratorwww.contentmarketinginstitute.com