1. From Content Rules
Ann Handley
&
C.C. Chapman
Chapter 12: If Webinars Are Awesome
Marketing Tools, Why Do Most of Them
Suck?

2. What is a Webinar?
Webinar (n): A kind of online conference
that each participant experiences remotely
at his or her own computer, connected to
other attendees and the even via the
Internet. It is typically one-way, from the
speaker to the audience, which limited
audience interaction.
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3. Need some help?
Pay attention to these 25 Keys
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4. What’s keeping our
customers up at night?
What information do our customers want?
How can we help?
From other content that you’ve created,
which blogs, blog posts, or ebooks have
been downloaded most?
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5. Create Momentum
Have goals
Ask Yourself these questions:
What do want your audience to take away?
What do you want them to do?
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6. Go big, or go tactical
Make your webinar:
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7. Create your webinar
registration form wisely
Use relevant information
Start to flag the hottest leads
Think about long-term goals
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8. Write Your Story
Outline
Include charts and photos
Assemble your key points
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9. Show; don’t tell
Use:
Case studies
Client stories
Colorful anecdotes
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10. Have compelling slides
Streamline your slides
Offer one idea per slide
Use authentic video and images
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11. This is a really important,
critical point!
Use compelling titles
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12. Find a compelling speaker
Experts
Sages
Leaders
Legends
Gurus
Web-lebrities
Academic professors
Book authors
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13. Moderators matter
Qualities
Responsive
Energetic
Brisk
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14. What about Video?
Check video format and compatibility
Check internet connection
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15. Practice and rehearse
Run through procedures
Test Internet connections and hardware
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16. Reimagine your webinar
Pre-webinar article
Pre-webinar podcast
On-demand webinar
PowerPoint presentation PDF
Webinar Transcript
Post-webinar Podcast
Post-webinar
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17. Encourage speaker-attendee
interaction
Stop to answer questions
Add a relevant poll
Reach out by asking questions
Have staff help with this
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18. Encourage chat on social
back channels
Create a #hashtag
Enable attendees to post comments from
the webinar
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19. Record your event
Allows you to share
Consider editing out unessential parts
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20. Optimize for sharing
Upload slides and notes
Include keywords and tags
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21. Spread it around
Share your slides
Add narration
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22. Carefully craft your final
slide
What’s next?
Offer something special
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23. Plan for a disaster
Have a backup plan
Have a message planned “just in case”
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24. Get feedback
Create short surveys
Mention it early-save for the end
Make the survey count
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25. Follow up promptly
Within a day by phone and/or e-mail
Don’t forget people who missed out
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26. Measure your event’s success
Watch your audience
Track registrants and attendance rate
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27. One final thing…
Choose your platform by:
Finding
Testing
Paying
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28. Too much to take in?
Use these resources
[insert link to slides]
[insert link to ebook]
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