HOW TO DELIVER AN EDUCATIONAL WEBINAR …Webinar Goals •How to package your content for “edu-sales” •How to properly plan and prepare for your webinar •How to deliver a webinar

HOW TO DELIVER AN

EDUCATIONAL WEBINAR

THAT SELLS

Presented by: Scott Zarret, CPA

President

CPAacademy.org

CPAwebengage.com

Scott Zarret, CPA

• Over 2,000 webinars hosted (800 in 2015)

• Worked with 250+ presenters

• Processed more than 1,100,000 hours of CPE credits via live

webcast

• President of CPAacademy.org, an online education company with

125,000+ members

• 20+ years of experience in the accounting industry

• 10+ years of experience offering webinars

Webinar Goals

• How to package your content for “edu-sales”

• How to properly plan and prepare for your

webinar

• How to deliver a webinar that engages your

audience “live”

• How to properly follow up with your audience

• How often should you provide your webinar

• How do we measure success?

POLLING QUESTION

Education -> Thought Leadership -> Sales

Getting There

• What makes a webinar successful?

• How long should it take to become “successful”?

• How much time and money will you have to invest?

• How will I be able to measure that success?

• How do I get started?

What Makes a Webinar Successful?

• Ingredients

– Getting the right people to your class

– Putting on a great presentation

– Using the data

– Following-up (Selling)

• Sales

– Immediate sales (short term)

– Company branding (long term)

POLLING QUESTION

Types of Webinars

• Content Marketing

• Sales Webinars (demo)

Best Practices for Webinar Planning

Who Should Teach The Webinar

• Owner of the company

• Sales/marketing person

• Independent third-party

o Clients

o Independent reviews

Teaching Style

What you need to get started

Getting

Started

Key Best Practices

PowerPoints

Provide to attendees in advance (you want them to take notes)

Check for typos

Don’t use a dark background

Use notes / transcriptions / numbered slides

Enticing upsell

Don’t assume they’ll “figure it out”

Make it easy to try / test the product or service

Share comments from the audience

Use a moderator to answer questions

Email a “thank you” to your participants

Timely follow-ups

Phone calls and emails

Gather and use the data

Have a back-up plan

Invite to a subsequent date

Provide the archived recording of your webinar to make it easy to pass along

Be willing to make changes to your webinar

• Filter out people with whom you should not follow-up

• Gather data from:

– Registration form

– Questions asked during the session

– Evaluations

– Polling questions

Data 1: Marketing

POLLING QUESTION

• 1 hour webinar – 50 min education required / 10 min Q&A

• 1.5 hour webinar – 75 min education required / 15 min Q&A

• 2 hour webinar – 100 min education required / 15 min questions

and end early – optional 5-10 min break

Polling Questions

Data 3: Feedback and Testimonials

• Provide downloads that you can reference during the

presentation that also serve as artifacts attendees may want to

save/use after the webinar

• Direct attendees away from the PowerPoint slides and to your

website, but not too soon

• Provide access to an archived video of your webinar and ensure

attendees know how to access it

• Make sure there is clarity on the “next steps” following the

webinar

A Few Additional Tips and Tricks

Examples of the upsell

Game Day Timeline

• 30+ min before the webinar – all login to software and perform a test of audio and visuals

• 5 minutes before the start time: Presenter performs a screen share

• 5 minutes before the start time: Moderator and presenters make small talk while people are signing in to the session (example: discuss presenter's background and ask basic questions about the webinar)

• Start webinar on time. Moderator kicks off the webinar to discuss CPE requirements (2 minutes)

• Presentation begins (moderator launches polls)

• Allow 10-15 min for Q&A

• Within 24 hours: • Follow-up email is sent

• Issue CPE and posts the archived session.

• Review details of the attendees and follow-up

Post Webinar

• Were there any surprises

• Do you know how to use the report we sent so that you can sort through using Excel filters

• Were you happy with registration numbers and the people who attended?

• What did you think of the feedback on the evals (what are the take-aways)

• Do you think the session should be more or less salesy

• Were you happy with the intro, polls, question and answers

• Did you think the length of the class was ideal

• What would you want to do differently the next time

• Were you happy with the level of audience interaction

• What else might you want to do with the promo

• Would you want to use the webcam, the next time

POLLING QUESTION

Contact Information

Scott Zarret, CPA

President

CPAacademy.org

303.221.4100

[email protected]

How We Work

We:

• Advertise your classes to 350,000+ CPAs and

accountants via regular email blasts

• Host webinars using our GoToWebinar account

• Moderate the webinar if desired

• Issue CPE credit

• Provide you with complete data about the audience,

including contact information, answers to polling

questions, evaluations, and questions asked

• Charge only for those who attend, in addition to a

standard set-up fee

• Charge for optional dedicated email blasts