The 8 Steps of Lead Generating Webinar ProductionPart 2
Webinar 3 of 4: Lead Generating Webinars for Manufacturing Companies – a How To series
Speakers
Bruce McDuffeeKnowledge Marketing for Industry
(KMI)
Dan LevyMarketing Strategist and
Writer
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 2
Housekeeping
1. Will we get a copy of the recorded webinar?
2. Can I ask questions?
3. Will we be able to get a copy of the slides?
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 3
Agenda
Step 5 – The Promotion Plan
Step 6 – The live broadcast
Step 7 – Post webinar promotion
Step 8 – Measure and share results
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 4
Takeaways
1. Learn how to plan webinar promotion for maximum engagement
2. Key points for maximum effectiveness during the live broadcast
3. Most effective tactics for engagement after the live broadcast
4. Key performance indicators for measuring ROI or general effectiveness
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 5
Review of Steps 1 - 4
Step 1 – Collaborate with stakeholders
Step 2 – Create a compelling knowledge based concept
Step 3 – Choose the team
Step 4 – Choose the tools
Go to webinars.knowledge.marketing for link to the recording and slides
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 6
Step 5 – PromotionPromotion or lack of promotion can make or break the success of your webinar.
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 7
Use Inbound and Outbound Channels
• Make it easy to learn more about the details of the webinar.
• Make sure the path from receipt of the invitation or webinar promotion message to registration is easy, painless and intuitive.
• The webinar message must be focused on the pain or passion of the people in your target audience. [not your product or company]
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 8
What is Their Problem?
• Pain
• Passion
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 9
Work Your House List
• Your best response will come from the contacts already in your house list.
• Send an email invitation 2 to 3 weeks prior to the live broadcast.
• Send additional emails as needed – to everyone who did not open the first email.
• Automate the process as much as possible.
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 10
Other Outbound Promotions
• Press release
• Social media posts
• Print and digital ads in target publications where your target audience reads
• Tell your distributors, affiliates, partners, etc.
• Use the sales team – send an email from the sales person if possible
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 11
Use Inbound Channels
• Post on the front page of your web site
• Use PPC and SEO
• Social media
• Landing page should tell a quick story
• Topic
• Speakers
• WIIFM (what’s in it for the person if they register)
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 12
Step 6 – Live Broadcast TipsAbove all, don’t forget to record the live broadcast!
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 13
Use 2 or More Speakers
• Two voices and personalities are more interesting
• Could be one expert and one moderator
• Practice, practice and practice
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 14
Use the Interactive Features
• Surveys, polls, chat, quizzes, etc.
• Be unconventional
• Mix up the Question/Answer sessions
• Avoid opening up live phone lines
• Be wary of live video feed
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 15
Other tips – practice!
• Send 2 or 3 email reminders
• Expect around 30% of registrants to attend
• Practice
• Practice
• Practice
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 16
Step 7 – Post WebinarThe gold is mined in the post webinar activities.
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 17
Ignore the No-shows at High Risk
• Follow up with attendees
• Follow up with no-shows
• Send the follow up email with recording and slides as soon as possible but no later than 24 hours after the live event.
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 18
Continue to Engage
• Agree on post webinar action with Sales and Marketing
• Email follow up is a MUST!
• Call each registrant?
• Add to a nurturing program
• Invite to the next webinar
• Send related educational info
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 19
Debrief the Team
• Let the entire team know that their efforts are appreciated.
• Cultivate authentic and safe feedback.
• Discuss lessons learned.
• What went well?
• What could have been better?
• Review the survey results.
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 20
Step 8 – Measure & Report ResultsKnowing your KPIs and knowing what defines success will determine your destiny!
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 21
Natural Key Performance Indicators (KPIs)
• Registrants and trend over the series
• % of registrants who actually attended
• Time signed on to the webinar
• Recordings played back
• Survey questions – net promoter
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 22
More Challenging Metrics
• Contribution to new/won opportunities (revenue)
• Marketing influenced revenue
• Revenue attribution
• Lead source to closed business
• New leads
• Sales calls
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 23
Questions & Answers
Please type your questions in the chat window at the lower left of your screen.
Or feel free to email your questions to:
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 24
“
”
Insanity is defined as doing the same thing over and over again and expecting different results
- Albert Einstein
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 25
Summary
Step 5 – The Promotion Plan
Step 6 – The live broadcast
Step 7 – Post webinar promotion
Step 8 – Measure and share results
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 26
Download the ‘8 Step Framework’ document athttp://knowledgemktg.com/do-it-yourself/webinar-toolkit/
Takeaways
1. Learn how to plan webinar promotion for maximum engagement
2. Key points for maximum effectiveness during the live broadcast
3. Most effective tactics for engagement after the live broadcast
4. Key performance indicators for measuring ROI or general effectiveness
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 27
Next Webinar on February 19th
Converting Webinars to Revenue
Webinars (like any marketing activity) do no good if they don’t convert to quality leads and/or revenue. The final step for manufacturing companies is to ensure all your hard marketing work converts. You’ll also want to make sure your stakeholders know about the webinar success in terms which they can relate. After completing this webinar you will be able to:
• Build a plan to move the registrants and attendees through the sale funnel.
• Collaboratively develop a plan for sales team action.
• Track the process and measure a solid ROI for the webinar series.
Register here or go to webinars.knowledge.marketing
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 28
Get Started Generating Leads with Webinars!
Get the toolkit at:
http://knowledgemktg.com/do-it-yourself/webinar-toolkit/
Need help getting started with your own educational webinar series?
• Set up a webinar strategy call with Bruce
• Call 303-953-4361
• Email [email protected]
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 29
Thank You
1/30/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 30
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