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

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Webcast Overview By TREW Marketing

1,189
views

Published on

Published in: Business, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,189
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
    • 2. Goals of this presentation
      Broad view of webcasts
      Best practices for creating and marketing webcasts
      Tips to take your webcast from mediocre to outrageously successful
    • 3. A full-service marketing agency
      serving B2B technology and education
    • 4. TREW Marketing Co-Founders have over
      30 years of combined marketing experience
      Rebecca Geier
      Principal
      Wendy Covey
      Principal
      Director of Communications and Media Outreach
      Top areas of expertise:
      • Media relations
      • 5. Message development
      • 6. Social media marketing
      • 7. Internal communications
      • 8. Spokesperson training
      Director of Strategic Integrated Marketing
      Top areas of expertise:
      • Strategic marketing planning
-Webcasts and virtual events
      • 9. Company web strategy and SEO
      • 10. Trade shows and conferences
      • 11. Online advertising, including PPC
    • What is a Webcast?
      Podcast
      Webinar, Web Event, Web Tutorial
      Virtual Event Presentation
      Video
    • 12. When are Webcasts used?
    • 13. Why Webcast?
      Generate leads
      Build loyalty
      Drive website visits
      Improve content comprehension and retention
      Dialogue with prospects/customers (also sales force)
      Reduce cost per lead (compared to physical events)
      Create an efficient sales tool
      Demonstrate bulky equipment
      Demonstrate software features
    • 14. Why Webcast @ National Instruments
      Among the lowest cost/lead of any activity
      Among the highest quality/lead of any activity
      Ability to efficiently reach niche audiences
      Niche product/application
      Technology updates
      Far flung geography
      Replacement for low-performing events
      Stand-in activity during times of crisis
      Avian flu in China
      H1N1 flu in Mexico
    • 15. Demand Generation Funnel
      Awareness
      Interest
      Evaluation
      Preference
      Purchase
      Referral
    • 16. Demand Generation Funnel
      Awareness
      Lead Nurturing
      Interest
      Evaluation
      Preference
      Purchase
      Referral
    • 17. Steps for Webcast Success
    • 18. When to Webcast?
      Product launch
      Time of change
      Industry standards, new approach
      Reduce volume of inbound calls
      Address most frequently asked questions
      Call to action from another activity
    • 19. Sample Goals
      Entice prospects to learn more about our new software module
      Metric: 50 leads
      Convert webcast leads to download trial version
      Metric: 5 downloads (10% conversion)
    • 20. Steps for Webcast Success
    • 21.
    • 22. Content
      Determine target audience
      Educate
      What critical issue will you address?
      How can you position your company as thought leader?
      What case studies can back up your information?
      Keep it brief
      3 min – 45 min
      Create a compelling title…from your audience’s perspective
      Top 5 trends in….
      7 key strategies for…
      Practical considerations when…
    • 23. Compelling content or product pitch?
    • 24. Consider Partnering
      Gain awareness to new audiences
      Capture new leads
      Enhance credibility
      Lower marketing expense or augment presence
      Warning: Can be VERY time-intensive
    • 25. Incorporate Dynamic Elements
      Video
      Software demos
      Remote hardware control
      Photos
      Polling
      Q&A
      Twitter #Hashtag
    • 26. The Economics of Capturing Leads
      Perceived value of information
      Amount of personal info willing to provide
      =
    • 27. Selecting a Presenter
      70% of companies who conduct webcasts rank “dynamic and recognizable speakers” as the #1 factor for webcast success.*
      Are they qualified?
      Are they accessible?
      Can you understand them?
      Do they have a “Radio” personality?
      Face-to-face presentation skills don’t completely translate to webcasts
      *Primary research study source:
      B2B Sales Lead Generation : Integration of Web 1.0 and Web 2.0, spring 2008
    • 28. Presentation Tips
      Top 12 Tips for Webcast Presenters
      Energy
      Variation
      First-person
      Professional slide design
    • 29. Maximize your Content
      ALWAYS ARCHIVE!
      Bundle several webcasts into a series
      Bundle several webcasts series into a virtual conference
      Publish content in multiple form factors
      Webcast
      White paper
      Industry/association event presentation
      Industry/association website
    • 30. Steps for Webcast Success
    • 31. White papers
      Webcasts
      Video
      Lists
      Banner ads
      Blog - content
    • 32. Consider 3rd Party Hosting
      Benefits: Vendor Support
      Technology platform
      Hosting
      Audience generation
      Lead capture
      Drawbacks: Lack of Control
      Not on your site
      Constrained form factor
      Costly
      Lead is shared
    • 33. Webcast Technology Platforms
      Considerations
      Reliability
      Demos
      Live v. recorded
      Attendance size
      Fee v. free
      Automated email
    • 34. Web Conferencing: Market View
      Gartner Study:
      Magic Quadrant for Web Conferencing, July 2009
    • 35. Steps for Webcast Success
    • 36. Webcast Promotional Strategy
      Is this part of a larger campaign, or a campaign onto itself?
      Google Adwords
      Direct E-Mail
      Twitter
      LinkedIn
      Telemktg
      Is this a live event?
    • 37. Boost results through communication
    • 38. Boost results through communication
    • 39. Boost results through communication
    • 40. Boost results through communication
    • 41. Boost results through communication
    • 42. Example Calls to Action
      Buy now (lower-dollar sale)
      Contact us
      Download trial version
      Download white paper
      Attend more webcasts
      Subscribe to our newsletter/blog
    • 43. How will you manage incoming leads?
      Who?
      When?
      How?
      Document results
    • 44. Measuring Webcast Success
      Email open, click through
      Website visits, webcast page visits
      Registrants, attendees
      Conversion to next activity
      Conversion to sale
      Sales/lead
      Cost/lead
    • 45. Steps for Webcast Success
    • 46. Resources available via email
      This Presentation
      Top 12 tips for webcast presentations
      Gartner study: Magic Quadrant for Web Conferencing
      Marketing Prof’s 9 Management Practices for Exceptional Webinars
      Info-Tech Product Comparison, Vendor Landscape: Web Conferencing; Show Me, Don’t Just Tell Me
    • 47. Contact Info:Wendy CoveyPrincipal, TREW Marketing
      Email: wendy.covey@trewmarketing.com
      Web: trewmarketing.com
      Blog: trewmarketing.com/spotlight
      LinkedIn: linkedin.com/in/wendycovey
      Twitter: @wendycovey