Webcast Overview By TREW Marketing

Webcasts:Webinars, Online Tutorials, Videos, Podcasts and Virtual Conferences

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

A full-service marketing agency
serving B2B technology and education

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
Message development
Social media marketing
Internal communications
Spokesperson training

Director of Strategic Integrated Marketing
Top areas of expertise:

Strategic marketing planning -Webcasts and virtual events
Company web strategy and SEO
Trade shows and conferences
Online advertising, including PPC

What is a Webcast?
Podcast
Webinar, Web Event, Web Tutorial
Virtual Event Presentation
Video

When are Webcasts used?

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

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

Demand Generation Funnel
Awareness
Interest
Evaluation
Preference
Purchase
Referral

Demand Generation Funnel
Awareness
Lead Nurturing
Interest
Evaluation
Preference
Purchase
Referral

Steps for Webcast Success

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

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)

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…

Compelling content or product pitch?

Consider Partnering
Gain awareness to new audiences
Capture new leads
Enhance credibility
Lower marketing expense or augment presence
Warning: Can be VERY time-intensive

Incorporate Dynamic Elements
Video
Software demos
Remote hardware control
Photos
Polling
Q&A
Twitter #Hashtag

The Economics of Capturing Leads
Perceived value of information
Amount of personal info willing to provide
=

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

Presentation Tips
Top 12 Tips for Webcast Presenters
Energy
Variation
First-person
Professional slide design

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

White papers
Webcasts
Video
Lists
Banner ads
Blog - content

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

Webcast Technology Platforms
Considerations
Reliability
Demos
Live v. recorded
Attendance size
Fee v. free
Automated email

Web Conferencing: Market View
Gartner Study:
Magic Quadrant for Web Conferencing, July 2009

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?

Boost results through communication

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

How will you manage incoming leads?
Who?
When?
How?
Document results

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

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

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