Webcast Overview By TREW Marketing


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  • Live v. archive
  • Add web 2.0
  • Add web 2.0
  • List of types of vendors
  • Show the many tools that promote the webcast
  • Webcast Overview By TREW Marketing

    1. 1. Webcasts:Webinars, Online Tutorials, Videos, Podcasts and Virtual Conferences<br />
    2. 2. Goals of this presentation<br />Broad view of webcasts<br />Best practices for creating and marketing webcasts<br />Tips to take your webcast from mediocre to outrageously successful<br />
    3. 3. A full-service marketing agency <br />serving B2B technology and education<br />
    4. 4. TREW Marketing Co-Founders have over <br />30 years of combined marketing experience<br />Rebecca Geier<br />Principal<br />Wendy Covey<br />Principal<br />Director of Communications and Media Outreach <br />Top areas of expertise:<br /><ul><li>Media relations
    5. 5. Message development
    6. 6. Social media marketing
    7. 7. Internal communications
    8. 8. Spokesperson training</li></ul>Director of Strategic Integrated Marketing<br />Top areas of expertise:<br /><ul><li>Strategic marketing planning
-Webcasts and virtual events
    9. 9. Company web strategy and SEO
    10. 10. Trade shows and conferences
    11. 11. Online advertising, including PPC</li></li></ul><li>What is a Webcast?<br />Podcast<br />Webinar, Web Event, Web Tutorial<br />Virtual Event Presentation<br />Video<br />
    12. 12. When are Webcasts used?<br />
    13. 13. Why Webcast?<br />Generate leads<br />Build loyalty<br />Drive website visits<br />Improve content comprehension and retention<br />Dialogue with prospects/customers (also sales force)<br />Reduce cost per lead (compared to physical events)<br />Create an efficient sales tool<br />Demonstrate bulky equipment<br />Demonstrate software features<br />
    14. 14. Why Webcast @ National Instruments<br />Among the lowest cost/lead of any activity<br />Among the highest quality/lead of any activity<br />Ability to efficiently reach niche audiences<br />Niche product/application<br />Technology updates<br />Far flung geography<br />Replacement for low-performing events<br />Stand-in activity during times of crisis<br />Avian flu in China<br />H1N1 flu in Mexico<br />
    15. 15. Demand Generation Funnel<br />Awareness<br />Interest<br />Evaluation<br />Preference<br />Purchase<br />Referral<br />
    16. 16. Demand Generation Funnel<br />Awareness<br />Lead Nurturing<br />Interest<br />Evaluation<br />Preference<br />Purchase<br />Referral<br />
    17. 17. Steps for Webcast Success<br />
    18. 18. When to Webcast?<br />Product launch<br />Time of change <br />Industry standards, new approach<br />Reduce volume of inbound calls<br />Address most frequently asked questions<br />Call to action from another activity<br />
    19. 19. Sample Goals<br />Entice prospects to learn more about our new software module<br />Metric: 50 leads<br />Convert webcast leads to download trial version<br />Metric: 5 downloads (10% conversion)<br />
    20. 20. Steps for Webcast Success<br />
    21. 21.
    22. 22. Content<br />Determine target audience <br />Educate<br />What critical issue will you address?<br />How can you position your company as thought leader?<br />What case studies can back up your information?<br />Keep it brief<br />3 min – 45 min<br />Create a compelling title…from your audience’s perspective<br />Top 5 trends in….<br />7 key strategies for…<br />Practical considerations when…<br />
    23. 23. Compelling content or product pitch?<br />
    24. 24. Consider Partnering<br />Gain awareness to new audiences<br />Capture new leads<br />Enhance credibility<br />Lower marketing expense or augment presence<br />Warning: Can be VERY time-intensive<br />
    25. 25. Incorporate Dynamic Elements<br />Video <br />Software demos<br />Remote hardware control<br />Photos<br />Polling<br />Q&A<br />Twitter #Hashtag<br />
    26. 26. The Economics of Capturing Leads<br />Perceived value of information<br />Amount of personal info willing to provide<br />=<br />
    27. 27. Selecting a Presenter<br />70% of companies who conduct webcasts rank “dynamic and recognizable speakers” as the #1 factor for webcast success.*<br />Are they qualified?<br />Are they accessible?<br />Can you understand them?<br />Do they have a “Radio” personality?<br />Face-to-face presentation skills don’t completely translate to webcasts<br />*Primary research study source: <br />B2B Sales Lead Generation : Integration of Web 1.0 and Web 2.0, spring 2008<br />
    28. 28. Presentation Tips<br />Top 12 Tips for Webcast Presenters<br />Energy<br />Variation<br />First-person<br />Professional slide design<br />
    29. 29. Maximize your Content<br />ALWAYS ARCHIVE!<br />Bundle several webcasts into a series<br />Bundle several webcasts series into a virtual conference<br />Publish content in multiple form factors<br />Webcast<br />White paper<br />Industry/association event presentation<br />Industry/association website<br />
    30. 30. Steps for Webcast Success<br />
    31. 31. White papers<br />Webcasts<br />Video<br />Lists<br />Banner ads<br />Blog - content<br />
    32. 32. Consider 3rd Party Hosting<br />Benefits: Vendor Support<br />Technology platform<br />Hosting<br />Audience generation<br />Lead capture<br />Drawbacks: Lack of Control<br />Not on your site<br />Constrained form factor<br />Costly<br />Lead is shared <br />
    33. 33. Webcast Technology Platforms<br />Considerations<br />Reliability<br />Demos<br />Live v. recorded<br />Attendance size<br />Fee v. free<br />Automated email <br />
    34. 34. Web Conferencing: Market View<br />Gartner Study:<br />Magic Quadrant for Web Conferencing, July 2009<br />
    35. 35. Steps for Webcast Success<br />
    36. 36. Webcast Promotional Strategy<br />Is this part of a larger campaign, or a campaign onto itself?<br />Google Adwords<br />Direct E-Mail<br />Twitter<br />LinkedIn<br />Telemktg<br />Is this a live event?<br />
    37. 37. Boost results through communication<br />
    38. 38. Boost results through communication<br />
    39. 39. Boost results through communication<br />
    40. 40. Boost results through communication<br />
    41. 41. Boost results through communication<br />
    42. 42. Example Calls to Action<br />Buy now (lower-dollar sale)<br />Contact us <br />Download trial version<br />Download white paper<br />Attend more webcasts<br />Subscribe to our newsletter/blog<br />
    43. 43. How will you manage incoming leads?<br />Who?<br />When?<br />How?<br />Document results<br />
    44. 44. Measuring Webcast Success<br />Email open, click through<br />Website visits, webcast page visits<br />Registrants, attendees<br />Conversion to next activity<br />Conversion to sale<br />Sales/lead<br />Cost/lead<br />
    45. 45. Steps for Webcast Success<br />
    46. 46. Resources available via email<br />This Presentation<br />Top 12 tips for webcast presentations<br />Gartner study: Magic Quadrant for Web Conferencing<br />Marketing Prof’s 9 Management Practices for Exceptional Webinars<br />Info-Tech Product Comparison, Vendor Landscape: Web Conferencing; Show Me, Don’t Just Tell Me<br />
    47. 47. Contact Info:Wendy CoveyPrincipal, TREW Marketing<br />Email: wendy.covey@trewmarketing.com<br />Web: trewmarketing.com<br />Blog: trewmarketing.com/spotlight<br />LinkedIn: linkedin.com/in/wendycovey<br />Twitter: @wendycovey<br />