Your SlideShare is downloading. ×
0
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Webcast Overview By TREW Marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Webcast Overview By TREW Marketing

1,238

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,238
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
32
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Live v. archive
  • Add web 2.0
  • Add web 2.0
  • List of types of vendors
  • Show the many tools that promote the webcast
  • Transcript

    • 1. Webcasts:Webinars, Online Tutorials, Videos, Podcasts and Virtual Conferences<br />
    • 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. A full-service marketing agency <br />serving B2B technology and education<br />
    • 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. Message development
    • 6. Social media marketing
    • 7. Internal communications
    • 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. Company web strategy and SEO
    • 10. Trade shows and conferences
    • 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. When are Webcasts used?<br />
    • 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. 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. Demand Generation Funnel<br />Awareness<br />Interest<br />Evaluation<br />Preference<br />Purchase<br />Referral<br />
    • 16. Demand Generation Funnel<br />Awareness<br />Lead Nurturing<br />Interest<br />Evaluation<br />Preference<br />Purchase<br />Referral<br />
    • 17. Steps for Webcast Success<br />
    • 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. 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. Steps for Webcast Success<br />
    • 21.
    • 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. Compelling content or product pitch?<br />
    • 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. Incorporate Dynamic Elements<br />Video <br />Software demos<br />Remote hardware control<br />Photos<br />Polling<br />Q&amp;A<br />Twitter #Hashtag<br />
    • 26. The Economics of Capturing Leads<br />Perceived value of information<br />Amount of personal info willing to provide<br />=<br />
    • 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. Presentation Tips<br />Top 12 Tips for Webcast Presenters<br />Energy<br />Variation<br />First-person<br />Professional slide design<br />
    • 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. Steps for Webcast Success<br />
    • 31. White papers<br />Webcasts<br />Video<br />Lists<br />Banner ads<br />Blog - content<br />
    • 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. 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. Web Conferencing: Market View<br />Gartner Study:<br />Magic Quadrant for Web Conferencing, July 2009<br />
    • 35. Steps for Webcast Success<br />
    • 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. Boost results through communication<br />
    • 38. Boost results through communication<br />
    • 39. Boost results through communication<br />
    • 40. Boost results through communication<br />
    • 41. Boost results through communication<br />
    • 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. How will you manage incoming leads?<br />Who?<br />When?<br />How?<br />Document results<br />
    • 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. Steps for Webcast Success<br />
    • 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. 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 />

    ×