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Webinar Demand Creation  for Content Marketers:     From Start to FinishMike Agron – Executive Webinar Producer           ...
Welcome  Introductions  Housekeeping  Workshop goals  3 things you want to learn?                                         ...
What We’re Going To CoverUSING CONTENT TO INSPIRE PROSPECTSTO BECOME CUSTOMERS      • A proven “repeatable” methodology   ...
#cmworld©2012, WebAttract LLC
THE CASE FOR WEBINAR READY                       Methodology                     Best Practices                         Me...
Metrics Tell a Story                                     #cmworld                       ©2012, WebAttract LLC
High Impact – High Performing Webinars                                                                       High         ...
High Impact – High Performing Webinars                                                                       High         ...
IT’S AN ONGOING BALANCING ACTBusiness Drivers   Logistics   Human Factors   Technology                                    ...
It’s a Mini Theatrical Event            The WebinarReady Methodology Comprises Five Acts                         ACT I    ...
Think of a Radio Show With Pictures                                               #cmworld                                ...
FROM LET’S GO TO GO LIVE!OPTIMAL RESULTS ACHIEVED OVER 8 WEEKS       Budget at least one hour of pre production time for e...
ACT I                           The PlanSetting the Stage for a Smooth Production                                         ...
#cmworld©2012, WebAttract LLC
Project Kickoff and Scheduling• Step 1: Define your objectives, target audience,  desired outcomes and success factors• St...
Ensuring Predictable Outcomes                           Webinar                          Objectives        Analyze        ...
Gather Life Cycle Intelligence BEFORE EVENTGather profile data                      DURING WEBINAR                        ...
EXERCISE #1                            #cmworld              ©2012, WebAttract LLC
ACT II                          Recruit                         AudienceGetting the Right Audience to Register            ...
#cmworld©2012, WebAttract LLC
Getting the Right Audience to        Register• Step 1: Write a compelling invitation that attracts• Step 2: Create the Reg...
Webinars Are Magnets for AttractingProspects That Are Ripe To Become YourCustomers                                ORTheir ...
Informational vs. Sales Pitch       Informational               vs.     Sales Pitch          Case Study                   ...
POPULAR B2B WEBINAR THEMESCase Study – BusinessImprovementHow To - TutorialStandards &Compliance                          ...
KEY SOURCES FOR GREAT CONTENT                        Client                        Case                       Studies     ...
KEY FACTORS OF A CASE STUDYFOCUS ON BUSINESS VALUE•   Case Story Company Profile•   Challenges•   Options•   Solution•   R...
EXERCISE #2 Identify the source of content you’re going to use for your next webinar from the list below, and write a shor...
INVITATION DEVELOPMENTCOLLABORATE & ITERATE• Align messaging with value  proposition & WIFM?• Compose in the audience’s  j...
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
#cmworld©2012, WebAttract LLC
REGISTRATION LANDING PAGE• Use branding and imagery• Concise expression of the webinars  purpose and content• Ask relevant...
AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric   Significance50,000   Size of the targete...
AUDIENCE RECRUITMENT - PLANNINGMAKE THE AUDIENCE YOUR TOP PRIORITY• What do you know about them?• Is your topic a “must ha...
AUDIENCE RECRUITMENT - TACTICAL• Build a profile of the group  to recruit your audience from• Match the value proposition ...
AUDIENCE RECRUITMENT - EXECUTION• Start promoting 2½ to 3 weeks  before the webinar• The email subject line is critical• A...
The 6 Key Webinar Metrics• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• ...
1. Click Thru Ratio (CTR)        Before the Webinar                                           #cmworld                    ...
Click Thru Ratio (CTR)What Does It Measure?         What Does It Predict?   Percent of People         Registration - Atten...
How do you Know if you’re on Track?CTR          What it predicts and what you can do to increase registrationBenchmarks34%...
ACT III                             Message                             Shaping       Breathing Life Into Your Production:...
#cmworld©2012, WebAttract LLC
Breathing Life Into Your Production• Step 1: Begin creating relevant slide content• Step 2: Gather team/ensemble for a Tab...
GATHER ENSEMBLE FOR A TABLE READ                                             #cmworld                               ©2012,...
STORY TELLING & MESSAGE SHAPING                                                #cmworld                                  ©...
Table Reads and Dress Rehearsals• Use invitation to brainstorm  message shaping• Find your speakers passion• Dialog vs. Mo...
Before Sample of “BANT + Sales-Ready” Leads          Detailed background information on the prospect and the          sell...
After   “BANT PLUS” SALES READY LEADS                                Budget          Set Next           Step(s)           ...
USING ON-LINE POLLS TO ENGAGE                                              #cmworld                                ©2012, ...
A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE                 Poll #1HOW MANY WEBINAR INVITATIONS DO YOU RECEIVE A WEEK?  ...
A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE                 Poll #2HOW MANY WEBINARS DO YOU ATTEND WEEKLY?              ...
A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE                   POLL #3WHICH OF THE FOLLOWING INSIGHTS PRESENTEDTODAY WILL...
Think of a Radio Show With Pictures                                               #cmworld                                ...
THE MODERATOR AS A COACH     • Trust     • Passion     • Courage to be honest                                            #...
SOUND CHECKSPOOR AUDIO IS THE ACHILLES HEEL FOR ALL  WEBINARS                                                   #cmworld  ...
Optimize Audio and VideoSPEEDTEST.NET – WWW.SPEEDTEST.NET/SPEAKEASY.NET – WWW.SPEAKEASY.NET/                              ...
HOW TO REALLY CONNECT WITH YOUR AUDIENCE                   Professional    Consumer    Landline                 Large Diap...
Demo – Telephone vs. USB                                     #cmworld                       ©2012, WebAttract LLC
EXERCISE #3 What 3 things or best practices, will you use in your next webinar to keep your audience engaged?             ...
ACT IV                          Sound Check                            Go Live!Sound Check and Go Live! Deliver an Engagin...
#cmworld©2012, WebAttract LLC
Sound Check and Go Live!     Deliver an Engaging Performance• Step 1: Go through “Final Call” checklist on your  own 30 mi...
Final Check List – Page 36                                           #cmworld                             ©2012, WebAttrac...
DON’T FORGET THE HUMAN FACTORSYOU’RE A BROADCASTER – THINK LIKE ONE• Learn to work your microphone• Tone of voice and infl...
FINAL SOUND CHECKSTART AN HOUR BEFORE GO LIVE!•   Focus on the presenters•   Pre flight checklist and Plan B•   Review fin...
GO LIVE!HAVE FUN, IT’S ABOUT CONNECTION NOT PERFECTION            •   Start and end on time            •   Welcome your au...
ACT V                           Post Webinar                         Convert Prospects                          Into Custo...
#cmworld©2012, WebAttract LLC
Put Your Sales and Marketing Hat On:          Maximize the Opportunity with Post                   Webinar Follow Up• Step...
Put Your Sales and Marketing Hat On:     Maximize the Opportunity with Post Webinar     Follow-up to Start a Warm Conversa...
Segment Leads• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing                                 ...
Ensuring Predictable Outcomes                          Webinar                         Objectives       Analyze           ...
Gather Life Cycle Intelligence BEFORE EVENTGather profile data                      DURING WEBINAR                        ...
Gather Insights by AttendeesInterests    Plans to       What       Scale 1-5     What       What did        What         P...
The 6 Key Webinar Metrics• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• ...
Time to Get Under the Hood…                                            #cmworld                              ©2012, WebAtt...
Analyze all Other Life Cycle Intel                                                  What kind of inertial technology      ...
Segment Leads• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing                                 ...
Webinar EffectivenessImpact on the Bottom Line    • Net new deals closed    • Converting a prospect into a customer    • U...
Summary and How to Get Started        Q&A – Wrap Up                                          #cmworld                     ...
It’s a Mini Theatrical Event            The WebinarReady Methodology Comprises Five Acts                         ACT I    ...
Metrics Tell a Story                                     #cmworld                       ©2012, WebAttract LLC
IT’S AN ONGOING BALANCING ACTBusiness Drivers   Logistics   Human Factors   Technology                                    ...
THE CASE FOR WEBINAR READY                       Methodology                     Best Practices                         Me...
High Impact – High Performing Webinars                                                                       High         ...
Appendix of Benchmarks & Metrics                                            #cmworld                              ©2012, W...
1. Click Thru Ratio (CTR)         Before the Webinar                                            #cmworld                  ...
Click Thru Ratio (CTR)What Does It Measure?         What Does It Predict?   Percent of People         Registration - Atten...
AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric   Significance50,000   Size of the targete...
How do you Know if you’re on Track?CTR          What it predicts and what you can do to increase registrationBenchmarks34%...
2. Attendee Ratio (AR)                             During the WebinarCOPYRIGHT 2012 WEBATTRACT                           ...
Attendee Ratio (AR)What Does It Measure?   What Does It Indicate?  Percent of People      Interest in your topic      Atte...
How do you Know if you’re on Track?    Attendee    What it indicates   Benchmarks      >50%          Excellent      40%   ...
3. Online Polls         During the Webinar                                            #cmworld                            ...
Online PollsWhat Does It Measure?   What Does it Indicate – Impact?                             Level of engagement  Real ...
How do you Know if you’re on Track?   On Line Poll   What it indicates   Benchmarks      >75%            Excellent    60 –...
High Performing – High ImpactAnalysis   How will you monitor your online reputation going forward?                     Res...
4. Exit Survey      After the Webinar – On Exit                                                  #cmworld                 ...
Exit Survey What Does It Measure?           What Does It Indicate?                            Your brand and thought leade...
How do you Know if you’re on Track?     Exit Survey    Benchmarks          What it indicates Ranking Scale of 1-5    3 – 5...
How do you Know if you’re on Track?      Exit Survey      Benchmarks    What it indicates       Response      >35% - 45%  ...
High Performing – High Impact  AnalysisOn a scale of 1 to 5 - How did today’s webinar meet your expectations?           Re...
5. Audience Retention         After the Webinar                                           #cmworld                        ...
Audience RetentionWhat Does It Measure?     What Does It Indicate - Impact?                        Did you deliver what yo...
Analysis                       Attendee Counts Throughout Webinar                              Peak Attendance = 378    40...
How do you Know if you’re on Track?      Audience        What it indicates   Retention at Q/A        >85%              Exc...
6. On Demand Viewings         After the Webinar                                           #cmworld                        ...
On Demand “The Gift That Keeps on Giving”   What Does It Measure?       What Does It Indicate?                            ...
How do you Know if you’re on Track?    On Demand   Targets as a % of     Viewings      Registrants      >50%         Excel...
Analysis    On Demand Viewings           Viewing # - % Total Viewings 431 viewings in first 45 days Registered – Did Not A...
To Continue the Conversation                 On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)            ...
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Webinar Demand Creation for Content Marketers: From Start to Finish

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Both small and large brands are continuing to rely on webinars as a key part of their
content marketing. Learn how to execute one from start to finish.

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  • Talks about the key points and then advances to importance of having a fast internet connection
  • Both audio and video performance are enhanced by using the fastest speeds availableFrom “packet loss” with audio to latency with video, Go to human choosing best speaker devices and demo
  • MikeReview BMTip – on where to find thisAdvance to last metric on tracking On Demand Viewings, or as I like to say, the gift that keeps giving
  • Mike – excellent opportunity to do some content marketing…..adv
  • Explain…..Fresh New Sales LeadsAdvance to Analysis
  • Mike-TalkTipOK, let’s shift gears and talk about how we use all of this rich intelligence…advance
  • Mike-80% were Fresh New Sales Leads, lot’s of buzz on topic, was promoted over social media channels and clients website…….Leveraged initial investment to have more 1:1 conversations for the clients sales reps……Adv…to benchmarks…
  • Transcript of "Webinar Demand Creation for Content Marketers: From Start to Finish"

    1. 1. Webinar Demand Creation for Content Marketers: From Start to FinishMike Agron – Executive Webinar Producer WebAttract, LLC @WebinarReady • #cmworld #cmworld ©2012, WebAttract LLC
    2. 2. Welcome Introductions Housekeeping Workshop goals 3 things you want to learn? #cmworld ©2012, WebAttract LLC
    3. 3. What We’re Going To CoverUSING CONTENT TO INSPIRE PROSPECTSTO BECOME CUSTOMERS • A proven “repeatable” methodology • Best practices for optimizing results • Key metrics for ensuring success • “High Performance – High Impact” • Delivering predicable outcomes • Convert more prospects into customers #cmworld ©2012, WebAttract LLC
    4. 4. #cmworld©2012, WebAttract LLC
    5. 5. THE CASE FOR WEBINAR READY Methodology Best Practices Metrics #cmworld ©2012, WebAttract LLC
    6. 6. Metrics Tell a Story #cmworld ©2012, WebAttract LLC
    7. 7. High Impact – High Performing Webinars High High Performing High PerformingCommercial Outcomes Low Impact High Impact Low Performing Low Performing Low Impact High Impact Low Value to Your Audience #cmworld ©2012, WebAttract LLC
    8. 8. High Impact – High Performing Webinars High High Performing High Performing Low Impact High ImpactCommercial Outcomes     Low Performing Low Performing Low Impact High Impact Low Value to Your Audience #cmworld ©2012, WebAttract LLC
    9. 9. IT’S AN ONGOING BALANCING ACTBusiness Drivers Logistics Human Factors Technology #cmworld ©2012, WebAttract LLC
    10. 10. It’s a Mini Theatrical Event The WebinarReady Methodology Comprises Five Acts ACT I ACT II The Plan Recruit Audience ACT III ACT IV ACT VMessage Shaping Go Live! Post Webinar #cmworld ©2012, WebAttract LLC
    11. 11. Think of a Radio Show With Pictures #cmworld ©2012, WebAttract LLC
    12. 12. FROM LET’S GO TO GO LIVE!OPTIMAL RESULTS ACHIEVED OVER 8 WEEKS Budget at least one hour of pre production time for each live minute #cmworld ©2012, WebAttract LLC
    13. 13. ACT I The PlanSetting the Stage for a Smooth Production #cmworld ©2012, WebAttract LLC
    14. 14. #cmworld©2012, WebAttract LLC
    15. 15. Project Kickoff and Scheduling• Step 1: Define your objectives, target audience, desired outcomes and success factors• Step 2: Set up a webinar project timeline and gather the ensemble• Step 3: Hold a kick-off meeting• Step 4: Schedule your webinar #cmworld ©2012, WebAttract LLC
    16. 16. Ensuring Predictable Outcomes Webinar Objectives Analyze Audience Life Cycle Value Intelligence Define Call To Success Action Factors #cmworld ©2012, WebAttract LLC
    17. 17. Gather Life Cycle Intelligence BEFORE EVENTGather profile data DURING WEBINAR Online Polls Live Questions AFTER EVENT Surveys On-Demand Views Social Media Lead Nurturing #cmworld ©2012, WebAttract LLC
    18. 18. EXERCISE #1 #cmworld ©2012, WebAttract LLC
    19. 19. ACT II Recruit AudienceGetting the Right Audience to Register #cmworld ©2012, WebAttract LLC
    20. 20. #cmworld©2012, WebAttract LLC
    21. 21. Getting the Right Audience to Register• Step 1: Write a compelling invitation that attracts• Step 2: Create the Registration Landing Page• Step 3: Source the right audience• Step 4: Execute your invitation strategy – start audience recruitment• Step 5: Track registration metrics daily #cmworld ©2012, WebAttract LLC
    22. 22. Webinars Are Magnets for AttractingProspects That Are Ripe To Become YourCustomers ORTheir Needs are Not Being Met They are Actively Looking for a Solution #cmworld ©2012, WebAttract LLC
    23. 23. Informational vs. Sales Pitch Informational vs. Sales Pitch Case Study Product CentricBest Practices – Lessons Learned Features - Benefits Business Value, Metrics, ROI Pricing #cmworld ©2012, WebAttract LLC
    24. 24. POPULAR B2B WEBINAR THEMESCase Study – BusinessImprovementHow To - TutorialStandards &Compliance #cmworld ©2012, WebAttract LLC
    25. 25. KEY SOURCES FOR GREAT CONTENT Client Case Studies White Industry Papers Analysts Subject Matter Authors Experts #cmworld ©2012, WebAttract LLC
    26. 26. KEY FACTORS OF A CASE STUDYFOCUS ON BUSINESS VALUE• Case Story Company Profile• Challenges• Options• Solution• Results - Metrics• Best Practices• Lessons Learned• How to Get Started? #cmworld ©2012, WebAttract LLC
    27. 27. EXERCISE #2 Identify the source of content you’re going to use for your next webinar from the list below, and write a short description: Case Study Tutorial Compliance and Standards Other #cmworld ©2012, WebAttract LLC
    28. 28. INVITATION DEVELOPMENTCOLLABORATE & ITERATE• Align messaging with value proposition & WIFM?• Compose in the audience’s jargon and style• Leverage credentials of contributing parties• Personalize with headshots• Invite, enthuse, excite… but don’t sell #cmworld ©2012, WebAttract LLC
    29. 29. #cmworld©2012, WebAttract LLC
    30. 30. #cmworld©2012, WebAttract LLC
    31. 31. #cmworld©2012, WebAttract LLC
    32. 32. #cmworld©2012, WebAttract LLC
    33. 33. #cmworld©2012, WebAttract LLC
    34. 34. #cmworld©2012, WebAttract LLC
    35. 35. #cmworld©2012, WebAttract LLC
    36. 36. REGISTRATION LANDING PAGE• Use branding and imagery• Concise expression of the webinars purpose and content• Ask relevant and non invasive questions• Obtain pre-webinar intelligence - Industry - Company Name & Title - Geography Always Ask: What Would You Like To Learn From This Webinar? #cmworld ©2012, WebAttract LLC
    37. 37. AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric Significance50,000 Size of the targeted demographic audience750 1.5% will reach your registration landing page250 A Click Thru Ratio of 33% will yield 250 registrants100 40% or more registrants will actually attend #cmworld ©2012, WebAttract LLC
    38. 38. AUDIENCE RECRUITMENT - PLANNINGMAKE THE AUDIENCE YOUR TOP PRIORITY• What do you know about them?• Is your topic a “must have” or a “nice to have”?• What value will they get out of investing their time with you?• Define call to action & next steps #cmworld ©2012, WebAttract LLC
    39. 39. AUDIENCE RECRUITMENT - TACTICAL• Build a profile of the group to recruit your audience from• Match the value proposition to the group• Consider your group source: –In-house –Rental –Media Partner –Outsource Segment prospects into industries, levels, job functions, revenue size, # employees, geography, etc. #cmworld ©2012, WebAttract LLC
    40. 40. AUDIENCE RECRUITMENT - EXECUTION• Start promoting 2½ to 3 weeks before the webinar• The email subject line is critical• Adjust strategy based on landing page intelligence and metrics• Do subject swaps for each Drip• Always be CAN-SPAM Maximize registration with 4 or compliant more well timed e-broadcasts using Drip campaigns with filters #cmworld ©2012, WebAttract LLC
    41. 41. The 6 Key Webinar Metrics• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings #cmworld ©2012, WebAttract LLC
    42. 42. 1. Click Thru Ratio (CTR) Before the Webinar #cmworld ©2012, WebAttract LLC
    43. 43. Click Thru Ratio (CTR)What Does It Measure? What Does It Predict? Percent of People Registration - Attendance Registration landing page People who Register Message and value propClick to Registration Page #cmworld ©2012, WebAttract LLC
    44. 44. How do you Know if you’re on Track?CTR What it predicts and what you can do to increase registrationBenchmarks34% - 50% Excellent - Indicates your message is connecting23% - 33% Target - Invitation message is specific to audiences interests<23% You should be concerned, as something is not connecting with your audience 1. Are you targeting the right demographic? 2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch? 3. Are you asking too many landing page questions that are invasive? 4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not 5. Does each touch or Drip have a fresh subject swap? #cmworld ©2012, WebAttract LLC
    45. 45. ACT III Message Shaping Breathing Life Into Your Production:Table Reads, Sound Checks, and Dress Rehearsals #cmworld ©2012, WebAttract LLC
    46. 46. #cmworld©2012, WebAttract LLC
    47. 47. Breathing Life Into Your Production• Step 1: Begin creating relevant slide content• Step 2: Gather team/ensemble for a Table Read• Step 3: Gather speakers and moderator for First Dress Rehearsal• Step 4: Gather team for Final Dress Rehearsal• Step 5: Sound Checks #cmworld ©2012, WebAttract LLC
    48. 48. GATHER ENSEMBLE FOR A TABLE READ #cmworld ©2012, WebAttract LLC
    49. 49. STORY TELLING & MESSAGE SHAPING #cmworld ©2012, WebAttract LLC
    50. 50. Table Reads and Dress Rehearsals• Use invitation to brainstorm message shaping• Find your speakers passion• Dialog vs. Monologue• Practice flow, cues, transitions• Visually appealing slides #cmworld ©2012, WebAttract LLC
    51. 51. Before Sample of “BANT + Sales-Ready” Leads Detailed background information on the prospect and the selling opportunity helps drive more productive sales results #cmworld ©2012, WebAttract LLC
    52. 52. After “BANT PLUS” SALES READY LEADS Budget Set Next Step(s) Authority Detailed background Information on the prospect and the selling opportunity helps drive more productive sales results Data Capture & Need Cleansing Timeframe #cmworld ©2012, WebAttract LLC
    53. 53. USING ON-LINE POLLS TO ENGAGE #cmworld ©2012, WebAttract LLC
    54. 54. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE Poll #1HOW MANY WEBINAR INVITATIONS DO YOU RECEIVE A WEEK? (PLEASE CHOOSE ONE) • None • I receive 1 – 3 email invites a week • I receive 4- 5 or more email invites a week #cmworld ©2011, WebAttract LLC
    55. 55. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE Poll #2HOW MANY WEBINARS DO YOU ATTEND WEEKLY? (PLEASE CHOOSE ONE) • None • I rarely attend or no webinars a week • I attend 1 or more webinars a week #cmworld ©2011, WebAttract LLC
    56. 56. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE POLL #3WHICH OF THE FOLLOWING INSIGHTS PRESENTEDTODAY WILL YOU USE TO MANAGE YOUR NEXTWEBINAR? (PLEASE CHOOSE ALL THAT APPLY) • The role of planning • Managing logistics • Balancing the human factors • Techniques for optimizing audio and video • Using metrics to drive more predictable outcomes #cmworld ©2011, WebAttract LLC
    57. 57. Think of a Radio Show With Pictures #cmworld ©2012, WebAttract LLC
    58. 58. THE MODERATOR AS A COACH • Trust • Passion • Courage to be honest #cmworld ©2012, WebAttract LLC ©2012, WebAttract LLC
    59. 59. SOUND CHECKSPOOR AUDIO IS THE ACHILLES HEEL FOR ALL WEBINARS #cmworld ©2012, WebAttract LLC
    60. 60. Optimize Audio and VideoSPEEDTEST.NET – WWW.SPEEDTEST.NET/SPEAKEASY.NET – WWW.SPEAKEASY.NET/ #cmworld ©2012, WebAttract LLC
    61. 61. HOW TO REALLY CONNECT WITH YOUR AUDIENCE Professional Consumer Landline Large Diaphragm Headset Handset USB Microphone Microphone Free $100 up $30 - $50 #cmworld ©2012, WebAttract LLC
    62. 62. Demo – Telephone vs. USB #cmworld ©2012, WebAttract LLC
    63. 63. EXERCISE #3 What 3 things or best practices, will you use in your next webinar to keep your audience engaged? #cmworld ©2012, WebAttract LLC
    64. 64. ACT IV Sound Check Go Live!Sound Check and Go Live! Deliver an Engaging Performance, Begin Post Webinar Sales Lead Follow Up #cmworld ©2012, WebAttract LLC
    65. 65. #cmworld©2012, WebAttract LLC
    66. 66. Sound Check and Go Live! Deliver an Engaging Performance• Step 1: Go through “Final Call” checklist on your own 30 minutes prior to the final sound check• Step 2: Launch your webinar hosting platform and meet with speakers one hour prior to Go Live! for final sound check• Step 3: Go Live! and debrief ensemble• Step 4: Begin Post-Webinar sales lead follow up #cmworld ©2012, WebAttract LLC
    67. 67. Final Check List – Page 36 #cmworld ©2012, WebAttract LLC
    68. 68. DON’T FORGET THE HUMAN FACTORSYOU’RE A BROADCASTER – THINK LIKE ONE• Learn to work your microphone• Tone of voice and inflections• Monitor your breathing• Smile and gesture #cmworld ©2012, WebAttract LLC
    69. 69. FINAL SOUND CHECKSTART AN HOUR BEFORE GO LIVE!• Focus on the presenters• Pre flight checklist and Plan B• Review final slides• Turn off all non essential apps• Silence cell phones, turn off ringers, “Do Not Disturb Sign”• Launch splash screen 20 minutes prior to going live• Final sound check #cmworld ©2012, WebAttract LLC
    70. 70. GO LIVE!HAVE FUN, IT’S ABOUT CONNECTION NOT PERFECTION • Start and end on time • Welcome your audience • Enthuse, excite but don’t sell • Call to action or next steps #cmworld ©2012, WebAttract LLC
    71. 71. ACT V Post Webinar Convert Prospects Into CustomersPut Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow Up #cmworld ©2012, WebAttract LLC
    72. 72. #cmworld©2012, WebAttract LLC
    73. 73. Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow Up• Step 1: Archive a copy of the recorded webinar• Step 2: Send follow-up thank you emails and include how to get more valuable content• Step 3: Do final analytics on registration, attendance, performance• Step 4: Segment leads• Step 5: Measure webinar effectiveness #cmworld ©2012, WebAttract LLC
    74. 74. Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow-up to Start a Warm Conversation• Step 1: Archive a copy of the recorded webinar• Step 2: Within 24-48 hours, send follow-up thank youemails and include valuable content and information• Step 3: Do final Registration, Attendance andPerformance analytics #cmworld ©2012, WebAttract LLC
    75. 75. Segment Leads• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing #cmworld ©2012, WebAttract LLC
    76. 76. Ensuring Predictable Outcomes Webinar Objectives Analyze Audience Life Cycle Value Intelligence Define Call To Success Action Factors #cmworld ©2012, WebAttract LLC
    77. 77. Gather Life Cycle Intelligence BEFORE EVENTGather profile data DURING WEBINAR Online polls Live Questions AFTER EVENT Surveys On-Demand Views Social Media Lead Nurturing #cmworld ©2012, WebAttract LLC
    78. 78. Gather Insights by AttendeesInterests Plans to What Scale 1-5 What What did What Poll #1 Poll #2 Question purchase would 5 being could we you like the other asked by this year you like highest have most? webinar attendee to learn? done topics better? would be of interest? MEMS Not sure General 5 More The Ask the Case Integration Define When IMU researching Info technical Experts Studies on Kalmar Filter models discussing content Panel hardware for the multi- specific inertial Sensor apples sensor fusion, are errors there …. MEMS Yes Practical 5 Good Any GPS Define Is the INS IMU app of overview signal Models always a MEMS not too related for the core IMU GNSS technical topics inertial sensor? Well sensor organized errors #cmworld ©2012, WebAttract LLC
    79. 79. The 6 Key Webinar Metrics• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings #cmworld ©2012, WebAttract LLC
    80. 80. Time to Get Under the Hood… #cmworld ©2012, WebAttract LLC
    81. 81. Analyze all Other Life Cycle Intel What kind of inertial technology Industries Represented are you most interested in? Other 4% MEMS IMU System 10% Integrator 16% 11% 34% Other GNSS Equipment Manufacturer 18% Ring laser gyro19% Product/Applica 61% (RLG) tion Designer Fiber-optic gyro 27% Mobile Device (FOG) Manufacturer #cmworld ©2012, WebAttract LLC
    82. 82. Segment Leads• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing #cmworld ©2012, WebAttract LLC
    83. 83. Webinar EffectivenessImpact on the Bottom Line • Net new deals closed • Converting a prospect into a customer • Up sell and cross sell to existing base • Increase sales pipeline • Put’s you on the map as a viable brand • Reach new geographies and markets #cmworld ©2012, WebAttract LLC
    84. 84. Summary and How to Get Started Q&A – Wrap Up #cmworld ©2012, WebAttract LLC
    85. 85. It’s a Mini Theatrical Event The WebinarReady Methodology Comprises Five Acts ACT I ACT II The Plan Recruit Audience ACT III ACT IV ACT VMessage Shaping Go Live! Post Webinar #cmworld ©2012, WebAttract LLC
    86. 86. Metrics Tell a Story #cmworld ©2012, WebAttract LLC
    87. 87. IT’S AN ONGOING BALANCING ACTBusiness Drivers Logistics Human Factors Technology #cmworld ©2012, WebAttract LLC
    88. 88. THE CASE FOR WEBINAR READY Methodology Best Practices Metrics #cmworld ©2012, WebAttract LLC
    89. 89. High Impact – High Performing Webinars High High Performing High Performing Low Impact High ImpactCommercial Outcomes     Low Performing Low Performing Low Impact High Impact Low Value to Your Audience #cmworld ©2012, WebAttract LLC
    90. 90. Appendix of Benchmarks & Metrics #cmworld ©2012, WebAttract LLC
    91. 91. 1. Click Thru Ratio (CTR) Before the Webinar #cmworld ©2012, WebAttract LLC
    92. 92. Click Thru Ratio (CTR)What Does It Measure? What Does It Predict? Percent of People Registration - Attendance Registration landing page People who Register Message and value propClick to Registration Page #cmworld ©2012, WebAttract LLC
    93. 93. AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric Significance50,000 Size of the targeted demographic audience750 1.5% will reach your registration landing page250 A Click Thru Ratio of 33% will yield 250 registrants100 40% or more registrants will actually attend #cmworld ©2012, WebAttract LLC
    94. 94. How do you Know if you’re on Track?CTR What it predicts and what you can do to increase registrationBenchmarks34% - 50% Excellent - Indicates your message is connecting23% - 33% Target - Invitation message is specific to audiences interests<23% You should be concerned, as something is not connecting with your audience 1. Are you targeting the right demographic? 2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch? 3. Are you asking too many landing page questions that are invasive? 4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not 5. Does each touch or Drip have a fresh subject swap? #cmworld ©2012, WebAttract LLC
    95. 95. 2. Attendee Ratio (AR) During the WebinarCOPYRIGHT 2012 WEBATTRACT #cmworld ©2012, WebAttract LLC
    96. 96. Attendee Ratio (AR)What Does It Measure? What Does It Indicate? Percent of People Interest in your topic Attended Demographic value Registered Post webinar follow up #cmworld ©2012, WebAttract LLC
    97. 97. How do you Know if you’re on Track? Attendee What it indicates Benchmarks >50% Excellent 40% Target <30% Under Perform #cmworld ©2012, WebAttract LLC
    98. 98. 3. Online Polls During the Webinar #cmworld ©2012, WebAttract LLC
    99. 99. Online PollsWhat Does It Measure? What Does it Indicate – Impact? Level of engagement Real time feedback Audience perspective Message shaping #cmworld ©2012, WebAttract LLC
    100. 100. How do you Know if you’re on Track? On Line Poll What it indicates Benchmarks >75% Excellent 60 – 70% Target <50% Under Perform #cmworld ©2012, WebAttract LLC
    101. 101. High Performing – High ImpactAnalysis How will you monitor your online reputation going forward? Response Rate = 66% Im not sure - I would like help 21% Monitor only the sites I advertise on 40% No plan to monitor 9% 5% Reputation monitoring manually 25% Reputation monitoring with a tool #cmworld ©2012, WebAttract LLC
    102. 102. 4. Exit Survey After the Webinar – On Exit #cmworld ©2012, WebAttract LLC
    103. 103. Exit Survey What Does It Measure? What Does It Indicate? Your brand and thought leadershipHow well did you met your audience’s expectations? Ideas for future topics Lessons learned for next webinar #cmworld ©2012, WebAttract LLC
    104. 104. How do you Know if you’re on Track? Exit Survey Benchmarks What it indicates Ranking Scale of 1-5 3 – 5 >90 % Excellent 3 – 5 80% - 90% Target 3 – 5 <80% Under Perform #cmworld ©2012, WebAttract LLC
    105. 105. How do you Know if you’re on Track? Exit Survey Benchmarks What it indicates Response >35% - 45% Excellent 25%-35% Target <25% Under Perform #cmworld ©2012, WebAttract LLC
    106. 106. High Performing – High Impact AnalysisOn a scale of 1 to 5 - How did today’s webinar meet your expectations? Response Rate = 42% with 98% Positive Ratings 2% 7% 7% 5 - Exceeded 4 - Above 3 - Met 38% 46% 2 - Barely Met 1 - Did Not Meet #cmworld ©2012, WebAttract LLC
    107. 107. 5. Audience Retention After the Webinar #cmworld ©2012, WebAttract LLC
    108. 108. Audience RetentionWhat Does It Measure? What Does It Indicate - Impact? Did you deliver what you promised? Audio or technical challenges?Audience Engagement Your brand and thought leadership Post webinar follow up opportunities #cmworld ©2012, WebAttract LLC
    109. 109. Analysis Attendee Counts Throughout Webinar Peak Attendance = 378 400 350 337 331 329 314 31280% 300 271 250 Mid Point Q&A 200 173 Adjourn 150 Go Live! 100 50 0 11:59 AM 12:14 PM 12:29 PM 12:44 PM 12:59 PM 01:14 PM 01:29 PM PST PST PST PST PST PST PST Audience Retention at Q&A = 87% #cmworld ©2012, WebAttract LLC
    110. 110. How do you Know if you’re on Track? Audience What it indicates Retention at Q/A >85% Excellent 75% - 85% Target <75% Under Perform #cmworld ©2012, WebAttract LLC
    111. 111. 6. On Demand Viewings After the Webinar #cmworld ©2012, WebAttract LLC
    112. 112. On Demand “The Gift That Keeps on Giving” What Does It Measure? What Does It Indicate? Fresh new sales leads Attended but watched again Post webinar interest Registered but did not attend “Must Have” Content #cmworld ©2012, WebAttract LLC
    113. 113. How do you Know if you’re on Track? On Demand Targets as a % of Viewings Registrants >50% Excellent 15% - 30% Target <15% Under Perform #cmworld ©2012, WebAttract LLC
    114. 114. Analysis On Demand Viewings Viewing # - % Total Viewings 431 viewings in first 45 days Registered – Did Not Attend 90 viewings - 12% Attended – Repeat Viewing 59 viewings - 8% Fresh New Leads - Viral 617 viewings – 80%Total On Demand Viewings 774 viewings – 100% #cmworld ©2012, WebAttract LLC
    115. 115. To Continue the Conversation On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts) The WebAttract Channel Best Practice Videos Complimentary eBook WebinarReady™ A Step-by-Step Guide to Hosting Successful Webinars @WebinarReady www.webattract.com mike@webattract.comAn End2End Solution for Webinar Demand Creation +916.804.4703 #cmworld ©2012, WebAttract LLC
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