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

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