Generate More Qualified Leads with Webinars

Monetizing Your Webcasts: Will Customers Pay for Content?

Melanie Turek, Industry Director

Enterprise Communications & CollaborationMarch 2011

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Online Events: Changing Delivery for a Changing World

• Growing number of dispersed workers, business partners and suppliers.

• Education, training and best practices are critical in a global marketplace.

• More people are comfortable with online events.

• Change the delivery, not the business model.

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Webcasts Offer Benefits Over In-Person Events

• Eliminate Travel• Reduce Costs• Reach More People• Better Deploy Trainers• Customize Content• Interactive Sessions• Build a Better Brand• Record for Later Use• Demonstrate ROI

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Web Conferencing Addresses Key Event Needs

The Training Advantage

• Web-based presentations

• Collaboratively share applications and files

• Annotate documents

• Sidebar chats

• Q & A

• Polls and surveys

• Record and archive meetings

• Maximize Reach, Lower Costs

• Deliver Customized Presentations

• Follow Up Anytime, Anywhere

Web Conferencing Tools

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Web Conferencing Offers Two Ways of Learning

One-to-Many

One-to-Few/Few-to-Few

Primarily used for:• Sales and marketing presentations• Training• Company-wide meetings• Investor Relations• Events/ Conferences

Primarily used for:• Project teams• Business planning• Research and development• Departmental meetings

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Content is King

• Clear Information• Hands-On Training• Actionable Best Practices• Market Trends – and Interpretation• Interaction• Q & A, Polling, Surveys

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Other Key Considerations

• Cost• Topics• Time• Technology

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For Additional Information

Melanie TurekIndustry DirectorEnterprise Communications(970) [email protected]

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Who We Are

Started as online newsletter for educators About 25 webinars a year Target audience is k-12 administrators Most listen in groups Used for professional development

Nonprofit education groups with free events Other for-profit webinar companies

The Competition

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Webinars and the Internet: Perfect together

Time sensitivity Fills specific needUnique—no one else is offering the same

event

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Look for ways to increase desire to buy now

Offer premium for sign up by specific date(We offer free CD-ROM)

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The big value of the recording link

People are motivated to sign up for event offered on specific date, but… many can’t make it on that date.

Link provides almost immediate gratification for people who ask if it will be offered again—much better than just offering them a CD.

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Good content alone is not enough

Consider hiring stars in your field. They bring in bigger audiences and know how to keep it interesting Look for ways to break up the presentation

by using chatbox creatively and including polls when appropriate.Consider use of short breaks for discussion

at remote locations

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Pricing: Give value, but don’t undercharge

Look at what others are charging in your field, but don’t be afraid to charge more for good contentWe provide live webinar, link and CD for one

price when registrant sign up by deadlineOffer discounts for multiple sites

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Promotion schedule

Series of 5 emails Send first email 4 weeks in advance Expect most sign-ups to come in last 2 weeks

Other Approaches: Affiliate arrangements with others in field Advertising /links on select websites Get presenters to promote webinar to their lists

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Who can use paid webinar model

Providers of specialized information Large universe of prospective registrants

Paid Content Can Provide Real Value for Customers

© Copyright Internet Marketing Institute. All Rights Reserved

Intro to Mary O’Brien Employee #68 at GoTo.com Focused on Search Engine Marketing Since 1998 Trained over 7000 advertisers on SEM in Yahoo and

Adcenter Workshops and through PPC Summits since 2003

Currently teaching online classes on AdWords, SEO & Social Media, Small Business Search Marketing, Effective Ecommerce, Lead Generation and Landing Page Optimization

Accent – English? Irish? American?


Intro to Internet Marketing Institute Providing actionable and strategic internet marketing

training to small and medium sized businesses and agencies in an accessible, affordable way


Internet Marketing Institute Initial Offering 4 - 5 paid Seminar series per year Designed to provide accessible expert content at attendee’s

convenience Seminars are recorded and accessible for 90 days after event Each Seminar series focuses on a specific Internet Marketing topic Seminar’s for 2011 cover:

AdWords Advertising SEO & Social Media Online Retailing Inbound Marketing

Typical Series – 18 Classes, 18 – 20 Experts, 45 – 70 minutes long


Seminar Value 2 Free Preview Webinars per Seminar Pricing: Early Bird - $297, Regular - $597 Content is focused on Actionable Strategies and expert

insider tips Lots of Q & A and access to at least 18 experts Members area for:

Additional questions Bonuses & white papers 90 day access to recordings Session transcripts Interaction and brainstorming with peers

Typical bonuses offer dollar value equal to the event price


Business Case for Webinars

Webinars are less expensive to produce and cost savings can be passed back to attendees

Webinars are more accessible to international customers

Webinars support a broadening of our online offering Webinars lend themselves better to the training model

than large conferences Webinars provide many of the interactive features of

live events that allow for effective adult learning


Previous Model 1 and two day conference events 200 – 300 attendees 10 – 20 sponsors/exhibitors Specifically about Paid Search advertising Typically $695 - $1295 Long sales & marketing cycle Very expensive to produce


Current Marketing Model Typically 6 – 8 week marketing cycle Most people register to take advantage of Early Bird rate 2 preview webinars per event Marketing via email to large list and some Social Media,

also testing direct mail and search engine marketing Shorter marketing cycle allows us to offer more niche

content, more frequently Recognizable experts are a real draw Using email reminders, live chat and recording through

Ready Talk system to increase attendee engagement and learning


New Business Model

More manageable cash flow Able to provide training to a much larger audience Opportunity to build a global brand Extend our online product offering Maintaining integrity of events and continuing to

receive high reviews and positive feedback from attendees


Contact [email protected]

Follow Mary O’Brien on Twitter:@MktgInstitute

Upcoming IMI Events:AdWordsAdvantage.com May 10 – 19SEOandSocialMediaSuccess.com July 12 – 21


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Generate More Qualified Leads with Webinars

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