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The Perfect Webinar - How Niche Publishers Can Make Serious Money, Build Audience, Inform and Entertain - Or Why Webinars Don't Have to Suck!
 

The Perfect Webinar - How Niche Publishers Can Make Serious Money, Build Audience, Inform and Entertain - Or Why Webinars Don't Have to Suck!

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Join Carl Landau, Grand Poobah of Niche Media and Mike Agron, WebAttract Co-Founder, as they discuss why webinars rank as a top content marketing tactic. Several case studies are showcased as to why ...

Join Carl Landau, Grand Poobah of Niche Media and Mike Agron, WebAttract Co-Founder, as they discuss why webinars rank as a top content marketing tactic. Several case studies are showcased as to why webinars are a natural fit for niche publishers. Other topics include what’s involved in producing and hosting a successful webinar, revenue models and the top 10 webinar blunders to avoid at all costs. The webinar closes out with some ideas on how to get started marketing webinars to existing advertisers or new prospects, including a live Q/A audience session. - See more at: http://www.webattract.com/pages/webinars_featured.shtml#sthash.LiVldzKw.dpuf

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    The Perfect Webinar - How Niche Publishers Can Make Serious Money, Build Audience, Inform and Entertain - Or Why Webinars Don't Have to Suck! The Perfect Webinar - How Niche Publishers Can Make Serious Money, Build Audience, Inform and Entertain - Or Why Webinars Don't Have to Suck! Presentation Transcript

    • COPYRIGHT 2013 WEBATTRACT Mike Agron Webinar Demand Gen Expert WebAttract, LLC mike@webattract.com @WebinarReady Carl Landau Grand Poobah Niche Media carl@nichemediahq.com @NicheMediaMan The Perfect Webinar – How Niche Publishers Can Make Serious Money, Build Audience, Inform, and Entertain (or, Why Webinars Don’t Have to Suck!) Thursday July 11, 2013
    • COPYRIGHT 2013 WEBATTRACT Who’s In the Audience? 42% B2B 22% B2C 16% B2B + B2C 10% Association 10% Other A diverse audience of over 350 professionals registered from 5 Countries representing 37 states and provinces: Industry Media Types
    • What is Niche Media? Niche Media is… Nashville, September 30 Nashville, October 1-2 Niche Media’s Blogs Who is Carl Landau? Niche Media’s Grand Poobah became famous for sending cats in the mail. Now he creates super-targeted events just for niche magazine publishers! Learn more at NicheMediaHQ.com
    • Get more webinar wisdom from Mike Agron at the Niche Digital Conference: Wide World of Webinars Learn sponsored webinar planning; lead generation goals; content approaches; and the key metrics to evaluate success!
    • COPYRIGHT 2013 WEBATTRACT Mike Agron Webinar Demand Gen Expert WebAttract, LLC mike@webattract.com @WebinarReady Sponsored by Citrix GoToWebinar A Step-by-Step Guide to Hosting Successful Webinars
    • COPYRIGHT 2013 WEBATTRACT What You Said You Wanted to Learn 51% 38% 7% 4% Best Practices Monetize Other How to Market Webinars
    • COPYRIGHT 2013 WEBATTRACT Topics • Webinars: A Key Marketing Tactic • How to Deliver Successful Webinars • Niche Publisher Case Studies • Pricing and supercharging sponsors ROI • Best Practices: Top 10 Webinar Blunders • Marketing 101: How to get started
    • COPYRIGHT 2013 WEBATTRACT Then - Reaching B2B Buyers
    • COPYRIGHT 2013 WEBATTRACT Today - Reaching B2B Buyers is Done Online
    • COPYRIGHT 2013 WEBATTRACT Content vs. Traditional Marketing Informational vs. Sales Pitch Case Study Product Centric Best Practices – Lessons Learned Features - Benefits Business Value, Metrics, ROI Pricing Educates and makes buyers more intelligent with the objective of driving profitable customer action
    • COPYRIGHT 2013 WEBATTRACT 2013 B2B Content Marketing Budgets & Trends
    • COPYRIGHT 2013 WEBATTRACT ©2012, WebAttract LLC Client Case Studies Industry Analysts Authors White Papers Research Reports Media Publishers are Natural Sources for Great Content & Thought Leaders
    • COPYRIGHT 2013 WEBATTRACT ANYBODY CAN DO A MEDIOCRE WEBINAR
    • COPYRIGHT 2013 WEBATTRACT Webinar Demand Generation Challenges Attract Engage Convert
    • COPYRIGHT 2013 WEBATTRACT Supercharged Webinars CommercialOutcomes Value to Your Audience
    • COPYRIGHT 2013 WEBATTRACT Outcomes Metric Benchmark Registration 250 – 1000+ Attendance 100 – 400+ Audience Retention 80% of Peak Audience Audience Satisfaction 85%+ Met, Above, Exceeded On Demand Viewings “The Gift That Keeps On Giving” 10% - 40% Registration
    • COPYRIGHT 2013 WEBATTRACT HOW TO PRODUCE AND HOST A SUCCESSFUL WEBINAR
    • COPYRIGHT 2013 WEBATTRACT Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers Disruption – Pain Points Better Outcomes Actively Looking for a Solution OR
    • COPYRIGHT 2013 WEBATTRACT Supercharged Demand Generation Webinars are Content Driven, and… • Disrupted Markets • Disruptive Solution • Passionate Speakers • Measureable Outcomes Status Quo
    • Moderator: Mike Agron, Executive Webinar Producer Jim Ziegler President Ziegler Super Systems Terry Longmore General Manager Beasley Ford Lincoln Apple Automotive Group of York, PA Randy Kobat VP of Strategic Initiatives MPI FEATURED PANEL Sponsored by: Case Study: How a Dealership Group Leveraged Service Leads to Increase New Car Sales
    • COPYRIGHT 2013 WEBATTRACT A Time for Story Telling
    • COPYRIGHT 2013 WEBATTRACT Think of a Radio Show With Pictures
    • COPYRIGHT 2013 WEBATTRACT It’s a Mini Theatrical Event From Let’s Go to Go Live! Budget 6-8 Weeks ACT I Setting the Stage ACT IV Sound - Go Live! ACT III Content - Practice ACT II Recruit Audience ACT V Post Webinar ©2012, WebAttract LLC
    • COPYRIGHT 2013 WEBATTRACT Methodology Best Practices Metrics Getting WebinarReady
    • COPYRIGHT 2013 WEBATTRACT An Ongoing Balancing Act LogisticsBusiness Drivers Human Factors Technology
    • COPYRIGHT 2013 WEBATTRACT NICHE PUBLISHER CASE STUDIES
    • COPYRIGHT 2013 WEBATTRACT Case Study: Business Improvement How To - Tutorial Standards & Compliance Popular Webinar Themes ©2012, WebAttract LLC
    • COPYRIGHT 2013 WEBATTRACT
    • COPYRIGHT 2013 WEBATTRACT
    • COPYRIGHT 2013 WEBATTRACT
    • COPYRIGHT 2013 WEBATTRACT
    • COPYRIGHT 2013 WEBATTRACT PRICING MODELS
    • COPYRIGHT 2013 WEBATTRACT Webinar Pricing Models • CPL or Cost Per Lead • Fixed Service Fee • Media Sponsor • Speaking Fees
    • COPYRIGHT 2013 WEBATTRACT SUPERCHARGING SPONSORS ROI
    • COPYRIGHT 2013 WEBATTRACT Registering Decision Makers GoLive! MidPoint Q&A Adjourn 48% 23% 22% 7% Do you recommend, specify or influence the purchase of products or services? Yes, both No, neither Yes - Products Yes - Services
    • COPYRIGHT 2013 WEBATTRACT Did the Webinar Move Intent to Purchase? GoLive! MidPoint Q&A Adjourn 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
    • COPYRIGHT 2013 WEBATTRACT BEST PRACTICES : SO YOUR WEBINARS DON’T SUCK TOP 10 WEBINAR BLUNDERS TO AVOID AT ALL COSTS
    • COPYRIGHT 2013 WEBATTRACT Blunder #1 Fail to Plan – Plan to Fail Webinar Objectives Audience Value Define Success Factors Call To Action Analyze Life Cycle Intelligence
    • COPYRIGHT 2013 WEBATTRACT Blunder #2 Not Making Your Audience the Top Priority
    • COPYRIGHT 2013 WEBATTRACT BEFORE EVENT Gather profile data Interests Social Media DURING WEBINAR Online polls Live Questions Social Media Surveys AFTER EVENT Surveys On-Demand Views Social Media Lead Nurturing Blunder #3 Not Gathering Life Cycle Intelligence & Metrics
    • COPYRIGHT 2013 WEBATTRACT • Start 2.5 - 3 weeks before go live! • The email subject line is most critical • Use daily tracking metrics • Do subject swaps for each Drip • Consider A/B testing Blunder #4 Poor Email Marketing Practices
    • COPYRIGHT 2013 WEBATTRACT • Find your speakers passion to be authentic • Dialog vs. Monologue • Practice flow, cues, transitions • Visually appealing slides Blunder #5 Death by PowerPoint
    • COPYRIGHT 2013 WEBATTRACT Sample of “BANT + Sales-Ready” Leads Detailed background information on the prospect and the selling opportunity helps drive more productive sales results Before
    • COPYRIGHT 2013 WEBATTRACT “BANT PLUS” SALES READY LEADS Detailed background Information on the prospect and the selling opportunity helps drive more productive sales results After Budget Authority Need Timeframe Data Capture & Cleansing Set Next Step(s)
    • COPYRIGHT 2013 WEBATTRACT Audio is the Achilles Heel of all Webinars Blunder #6 Ignoring the Sound Check
    • COPYRIGHT 2013 WEBATTRACT Landline Handset Free Consumer Headset Microphone $30 - $50 Professional Large Diaphragm USB Microphone $100 up How to Really Connect With Your Audience
    • COPYRIGHT 2013 WEBATTRACT • Trusted coach • Orchestra leader • Courage to be direct • Manages all of the technology Blunder #7 Failure to Utilize a Professional Moderator
    • COPYRIGHT 2013 WEBATTRACT • Technology surprises – Plan B • Turn off all non essential apps • Silence cell phones, turn off ringers, “Do Not Disturb Sign” • Quiet on the set Print out a hard copy of your PPT Notes Page slides Blunder #8 Skip the Final Sound Check – Testing 1-2-3
    • COPYRIGHT 2013 WEBATTRACT • Start and end on time • Welcome your audience • Enthuse, excite but don’t sell • Deliver on your promises • Call to action or next steps Blunder #9 Being Unprepared for the Go Live! It’s all About Connection – Not Perfection
    • COPYRIGHT 2013 WEBATTRACT Blunder #10 Skipping Housekeeping & Post Webinar Analysis • Edit & Archive Webinar Recording • Send Thank You Emails With OD URL • Do Final Analytics Report • Did you Meet Your Outcomes? • Begin Segmenting Leads • Follow up on Unanswered Q/A
    • COPYRIGHT 2013 WEBATTRACT Final Curtain Call
    • COPYRIGHT 2013 WEBATTRACT How to Recruit Sponsors • Identify disruption and changes in your industry/members • Which advertisers or prospects have a great customer story or tutorial to share around process improvements • Create a value prop & pricing model to attract sponsors • Use our free WebinarReady™ checklists to start the planning process
    • COPYRIGHT 2013 WEBATTRACT Mike Agron Webinar Demand Gen Expert WebAttract, LLC mike@webattract.com @WebinarReady Carl Landau Grand Poobah Niche Media carl@nichemediahq.com @NicheMediaMan The Perfect Webinar – How Niche Publishers Can Make Serious Money, Build Audience, Inform, and Entertain (or, Why Webinars Don’t Have to Suck!)
    • COPYRIGHT 2013 WEBATTRACT To Continue the Conversation WebAttract Thought Leadership Webinars and Webcasts www.webattract.com or mike@webattract.com Best Practice Videos - Case Studies – Blog - eBooks Customer & Thought Leadership Webinars October 1 – October 2 Nashville, TN www.NicheDigitalConference.com