Create a Winning Content Marketing Webinar Series - June 26, @MikeAgron @ConnectMembers
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Transcript of Create a Winning Content Marketing Webinar Series - June 26, @MikeAgron @ConnectMembers
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© 2014 WEBATTRACT!
Mike Agron Co-Founder
Executive Webinar Producer WebAttract, LLC
[email protected] @WebinarReady
Create a Winning Content Marke.ng Series Strategy
Based on Actual Case Studies
© 2014 WEBATTRACT!
For Webinar and Demand Gen Professionals
1. Marke.ng, business development, sales, publishers and entrepreneurs
2. Drive fresh new sales leads or retain exis.ng clients and partners
3. Using Content Marke.ng best prac.ces to amplify brand awareness and thought leadership
4. Anyone involved in planning webinars looking for beJer outcomes
© 2014 WEBATTRACT!
Benefits of a Series Over a “1-‐off”
B2B & SMB Case Studies Outcomes
PuSng it Altogether
Your Turn –Q/A
© 2014 WEBATTRACT!
Poll #1
Our use of demand genera.on webinars is:
(Please select all that apply)
§ We do “1-‐off” webinars § We do thought leadership webinar series § We’re considering doing a thought leadership series § We haven’t done either a “1-‐off” or a series yet
© 2014 WEBATTRACT!
Methodology Best Practices
Metrics
GeSng WebinarReady™
Complimentary Copy Citrix - WebAttract
A Step-by-Step Guide to Hosting Successful Webinars
© 2014 WEBATTRACT!
Se/ng the Stage
© 2014 WEBATTRACT!
Who Is A Thought Leader? (Mitchell Levy’s DefiniBon)
Others RECOGNIZE you as an EXPERT in your space and seek out your help
You are a KEY “GO-‐TO” person
© 2014 WEBATTRACT!
Case Study: Business Improvement
How To -‐ Tutorial
Standards & Compliance
Popular B2B Thought Leadership Webinar Themes
© 2014 WEBATTRACT!
Your Challenge?
Create an engaging
event to corral &
spur people to
have a 1:1
conversation
& become your customer!
© 2014 WEBATTRACT!
Generate Leads by Delivering Engaging Webinars that AJract and Convert Prospects into Advocates and Customers
AJract Engage Convert
© 2014 WEBATTRACT!
The 3 Biggest Webinar Myths
• Build it and they will come 1 • I’m a great presenter, I’ll just show up and wing it 2
• All aJendees are “sales ready” to buy now 3
© 2014 WEBATTRACT!
Which of These Outcomes Are You Trying to Achieve?
Raise Awareness Promote Thought Leadership Drive Sales
© 2014 WEBATTRACT!
Reaching B2B Buyers Today is Done Online
“No Thanks, I’m Just Looking”
© 2014 WEBATTRACT!
Webinars Are Magnets for AJrac.ng Prospects Who Are Ripe To Become Your Customers
BeMer Outcomes Pain Points -‐ QuesBons AcBvely Looking for a SoluBon
OR
© 2014 WEBATTRACT!
Content vs. Tradi.onal Marke.ng
InformaBonal vs. Sales Pitch Case Study Product Centric
Best Prac.ces – Lessons Learned Features -‐ Benefits Business Value, Metrics, ROI Pricing
Educates and makes buyers more intelligent with the objec;ve of driving profitable customer ac;on
© 2014 WEBATTRACT!
Why You Must Embrace Disrup.on
© 2014 WEBATTRACT!
Disrup.ve Markets and Industry Shiis Provide
• Story Telling Beyond Sound Bites • Highlight Innova.ve Solu.ons • Promote Thought Leadership
© 2014 WEBATTRACT!
The 3 Biggest Webinar Myths
• Build it and they will come 1 • I’m a great presenter, I’ll just show up and wing it 2
• All aJendees are “sales ready” to buy now 3
© 2014 WEBATTRACT!
A Time for Story Telling
© 2014 WEBATTRACT!
Think of a Radio Show With Pictures
© 2014 WEBATTRACT!
Don’t Forget About Your Audience!
© 2014 WEBATTRACT!
The 3 Biggest Webinar Myths
• Build it and they will come 1 • I’m a great presenter, I’ll just show up and wing it 2
• All aJendees are “sales ready” to buy now 3
© 2014 WEBATTRACT!
Poll #2
Our biggest webinar challenges are:
(Please select all that apply)
§ Crea.ng a compelling message and story § Finding and mo.va.ng speakers § Recrui.ng an audience beyond our house list § Not enough .me to manage all of the moving parts § Post webinar sales and nurturing follow up
© 2014 WEBATTRACT!
How an established brand was able to reinvent itself & find new leads in a changing market
© 2014 WEBATTRACT!
Market disrup.on
Staying relevant with digital
Customer acquisi.on
Challenges
© 2014 WEBATTRACT!
Add webinars to marke.ng mix
Educate to foster rela.onships
Posi.on as trusted marke.ng partner
Objec.ves
© 2014 WEBATTRACT!
Series Highlights Delivered 15 Tutorial Webinars between April 2010 and April 2012
© 2014 WEBATTRACT!
Metrics & Benchmarks Outcomes Registered 17,500
AJended 8500
AJendance Ra.o 49%
Avg. Session Time 54 minutes
Avg. Sa.sfac.on 93%
Used online polling to create up-‐sell opportuni.es
Over 20% uptake with aJendees
© 2014 WEBATTRACT!
# Key Takeaways
1 Offered highly relevant info to deal with SMB disrup.ons
2 Not afraid to give away content and lots of it
3 Delivered on what they promised
4 Always had a clear call to ac.on internally and externally
5 Did lead nurturing post webinar
Lessons Learned
© 2014 WEBATTRACT!
How a cloud-‐based applicaDon provider with analyDcal and search tools uses webinars to
educate engineers on Dmely topics
© 2014 WEBATTRACT!
Challenges
Rise above noise to create visibility
Create trust in niche markets
Feed the demand gen funnel
© 2014 WEBATTRACT!
Objec.ves
Show thought leadership in 5 key markets
Achieve 350+ qualified registrants
Post webinar -‐ Refer audience to online reference tools & solu.ons
© 2014 WEBATTRACT!
Series Highlights Delivered 17 Webinars between June 2010 and April 2014
Compliance & Standards: 6 Tutorial/Case Study: 3 Professional Development: 7
© 2014 WEBATTRACT!
Metrics & Benchmarks Outcomes Registered 6695
AJended 2721
AJendance Ra.o 41%
Avg. Session Time 54 minutes
Avg. Sa.sfac.on 91%
On Demand Viewings 2308 or 34% Registered
Fresh New Sales Leads from On Demand Viewings
1558 or 67% of Registered
© 2014 WEBATTRACT!
# Key Takeaways
1 Used thought leaders to educate and inform execu.ves
2 Did not overly promote their own offerings
3 Focused content on “must have” vs. “nice to have”
4 Leveraged industry disrup.ons to aJract and engage
5 Rotated themes from tutorials, compliance and professional
Lessons Learned
© 2014 WEBATTRACT!
How two well-‐known technology firms used thought leadership to establish a new category
© 2014 WEBATTRACT!
Challenges
Target mul.ple decision makers
Low awareness of category & brand
Tight economy impac.ng budgets
© 2014 WEBATTRACT!
Explain technology beyond sound bites
Introduce brand without selling
Test efficiency of a webinar
Objec.ves
© 2014 WEBATTRACT!
Monitoring Technology Provides Vital Informa.on to Help Boost Community Service Levels and
Occupancy Rates
Transforming Eldercare with Smart-‐senor Technology
#1 Industry Trends #2 Case Study
© 2014 WEBATTRACT!
3rd Party Thought Leaders
Invita.on
© 2014 WEBATTRACT!
Elapsed Time Production Flow Timing by Segment Duration Presenter :00 :02 :04
Welcome, Who is in the audience, Housekeeping .ps, Poll#1 – Learn about the audience/break the ice Introduce the speakers
2 mins
2 mins
1 min
Lori Dearman Lori Dearman Lori Dearman
:05 Welcome Gary Speaker One
1 mins
15 mins
Lori Dearman Gary Barg
:21 Welcome Rodney
Speaker Two
1 mins
15 mins
Lori Dearman Rodney Stoops
:37 :40
Call to Ac.on -‐ How to get started… Poll #2 on priori.es for geSng started.
3 mins
2 mins
Lori Dearman
:42 :59
Ask the Experts Panel Adjourn & Cue Post Webinar Survey
16 mins
1 min
Lori/Panel Lori Dearman
Story Board
© 2014 WEBATTRACT!
Plan for About 35 Minutes of On-‐Air PresentaBon Time
Elapsed Time Production Flow Timing by Segment Duration Presenter :00 :02 :04
Welcome, Who is in the audience, Housekeeping .ps, Poll#1 – Learn about the audience/break the ice Introduce the speakers
2 mins
2 mins
1 min
Lori Dearman Lori Dearman Lori Dearman
:05 Welcome Gary Speaker One
1 mins
15 mins
Lori Dearman Gary Barg
:21 Welcome Rodney
Speaker Two
1 mins
15 mins
Lori Dearman Rodney Stoops
:37 :40
Call to Ac.on -‐ How to get started… Poll #2 on priori.es for geSng started.
3 mins
2 mins
Lori Dearman
:42 :59
Ask the Experts Panel Adjourn & Cue Post Webinar Survey
16 mins
1 min
Lori/Panel Lori Dearman
Story Board
© 2014 WEBATTRACT!
Gary Barg Founder & Editor-In-Chief
Today’s Caregiver Magazine*
First Gary Barg Set the Stage
• His Journey to Become an Advocate for Caregivers
• What Families Want from Caregivers • Importance of Technology to Provide
Peace of Mind
© 2014 WEBATTRACT!
Then Rodney Stoops Shared His Case Study
• Profile of Providence Place Community • Use Case of How QuietCare® Works • Staff Adop.on
– Improved safety and accountability – Provided .mely data to caregivers and family
• Business Outcomes Improved by: – 75% Conversions from visits to move-‐ins – 96% -‐ 98% Occupancy
• Lessons Learned
Rodney Stoops Administrator & VP
Providence Place Community
© 2014 WEBATTRACT!
Transforming Eldercare with Smart-‐senor Technology
#2 Case Study
How the Series Con.nued to Evolve
#3 Tutorial
Thought Leaders Eric Dishman and Joe Velderman Discuss
Technology in Long Term Care
© 2014 WEBATTRACT!
Power of a Winning Content Marke.ng Webinar Series #1 -‐ Industry Trends – Case Study
#2 -‐ Thought Leader – Case Study
#3 -‐ Thought Leader – Tutorial
© 2014 WEBATTRACT!
Metrics & Benchmarks Outcomes Registered 600
AJended 325
AJendance Ra.o 54%
Avg. Session Time 53 minutes
Avg. Sa.sfac.on 95%
Segmented Leads for Nurturing Over 80 % -‐ 20% Went to Account Managers – 60% Nurturing
© 2014 WEBATTRACT!
# Key Takeaways
1 Used well known 3rd party experts to promote thought leadership
2 Balanced diverse audience interests of caregivers vs. commercial
3 Used demonstrable outcomes from client case studies
4 Invested in post webinar lead nurturing using content marke.ng
Lessons Learned
© 2014 WEBATTRACT!
PuSng It Altogether
© 2014 WEBATTRACT!
47%
24%
24%
5%
Having attended today's Webinar, your plans to purchase or acquire products or services (26% Response):
Increased
Was just researching, but now intend to acquire Was just researching and now see no need Decreased
Did the Webinar Move Intent to Purchase?
Mid Point
Q & A
© 2014 WEBATTRACT!
Measuring Webinar Effec.veness
# How Webinars Impact the BoMom Line
1 Net new deals
2 Converts prospects into customers
3 Enables up-‐sell & cross-‐sell to exis.ng base
4 Increases sales pipeline
5 Puts you on the map as a viable player
6 Reaches new markets & geographies
© 2014 WEBATTRACT!
GREAT CONTENT!
Case Studies
Industry Analysts
Clients Partners
Publishers Editors Authors
White Papers
Where Do You Find Great Content?
© 2014 WEBATTRACT!
Benefits of a Winning Content Marke.ng Series Strategy over a “1-‐Off” Webinar
MulBple Impressions
Nurture Prospects to Become Customers
Content MarkeBng at its Best
Become a Trusted Advisor
Create Advocates
© 2014 WEBATTRACT!
# Strategy 1 If you fail to plan, you plan to fail
2 Embrace disrup.on and change
3 Breathe life and tell a great story around sta.c content
4 Use passionate 3rd party experts aka thought leaders
5 Give to get vs. get to give
6 Have a call to ac.on before, during and aier
Lessons Learned
© 2014 WEBATTRACT!
Winning Minds and Markets is Content Marke.ng at it’s Best Co
mmercial Outcomes
Value to Your Audience
© 2014 WEBATTRACT!
To Con.nue the Conversa.on
WebAMract Thought Leadership Webinars and Webcasts
www.webaMract.com or [email protected] Best PracBce Videos -‐ Case Studies – Blog -‐ eBooks
Customer & Thought Leadership Webinars
Aaer Labor Day Master Webinar Producer Crash Courses and CerBficaBon
6 Key Metrics That Impact Webinar Performance & more
© 2014 WEBATTRACT!
Your Turn – Q/A
Mike Agron CEO and Co-‐Founder
WebAMract
© 2014 WEBATTRACT!
Silent Poll
• I’d like a: – Complimentary mee.ng with WebAJract
– Copy of the eBook: Managing the Webinar Life Cycle
– Send me updates on Master Webinar Producer Crash Courses
© 2014 WEBATTRACT!
Your Turn – Q/A
Mike Agron CEO and Co-‐Founder
WebAMract