From Content Rules

Ann Handley

&

C.C. Chapman

Chapter 12: If Webinars Are Awesome Marketing Tools, Why Do Most of Them

Suck?

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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Need some help?

Pay attention to these 25 Keys

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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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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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Go big, or go tactical

Make your webinar:

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Create your webinar

registration form wisely Use relevant information

Start to flag the hottest leads

Think about long-term goals

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Write Your Story

Outline

Include charts and photos

Assemble your key points

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Show; don’t tell

Use:

Case studies

Client stories

Colorful anecdotes

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Have compelling slides

Streamline your slides

Offer one idea per slide

Use authentic video and images

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This is a really important,

critical point! Use compelling titles

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Find a compelling speaker

Experts

Sages

Leaders

Legends

Gurus

Web-lebrities

Academic professors

Book authors

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Moderators matter

Qualities

Responsive

Energetic

Brisk

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What about Video?

Check video format and compatibility

Check internet connection

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Practice and rehearse

Run through procedures

Test Internet connections and hardware

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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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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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Encourage chat on social

back channels Create a #hashtag

Enable attendees to post comments from the webinar

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Record your event

Allows you to share

Consider editing out unessential parts

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Optimize for sharing

Upload slides and notes

Include keywords and tags

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Spread it around

Share your slides

Add narration

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Carefully craft your final

slide What’s next?

Offer something special

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Plan for a disaster

Have a backup plan

Have a message planned “just in case”

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Get feedback

Create short surveys

Mention it early-save for the end

Make the survey count

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Follow up promptly

Within a day by phone and/or e-mail

Don’t forget people who missed out

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Measure your event’s success

Watch your audience

Track registrants and attendance rate

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One final thing…

Choose your platform by:

Finding

Testing

Paying

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