The How and The Why of Effective Webinars

Well executed, educational webinars generate more leads at a lower cost per lead than any other marketing activity.

The ‘How’ and the ‘Why’ of WEBINARS

Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) - [email protected]

Agenda1. What is a ‘Webinar’?

2. Why do people attend a webinar?

3. Why do companies produce and broadcast a webinar?

4. What are the components of an effective webinar?

5. The all important ‘Objective’

6. How to choose content and speakers

7. How to promote a webinar

8. The importance of a simple and complete registration process

9. Without follow up, there is limited conversion

10. 10 Best Practices

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What is a ‘Webinar’?

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The word, ‘webinar’ is a neologism. Webinar is used to describe a specific type of web conference which typically involves a one-way broadcast of a presenter’s voice and a slide deck. In addition to the voice of the presenter and a slide deck, a well presented webinar will engage the audience with polling, an active chat session and question & answer sessions to allow full participation between the audience and the presenter. Depending upon the provider, webinars may provide hidden or anonymous participant functionality, making participants unaware of other participants in the same meeting. Webinars can be broadcast live or recorded and made available on demand.

- Neologism - a newly invented word or phrase

Bruce E. McDuffee - Knowledge Marketing for Industry (KMI)

Why do people attend webinars?

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• To gain valuable information in a simple, easy, convenient, and cost-effective manner.

• No need to travel or be out of the office. You may attend wherever you have a computer, tablet and Internet access.

• Instant 1 to 1 access to experts in a specific field.

• Flexibility to attend the live broadcast or watch the recording at a convenient time.

Reasons that individuals attend webinars

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Source: Osterman Research, Inc.; Top 10 Webinar Best Practices

Why do Companies Produce & Broadcast Webinars?

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• To establish credibility

• To establish top of mind awareness

• To build a position as a thought leader

• To demonstrate expertise and showcase experts

• Training in use of a product

• Webinars can be internally or externally focused

All of these reasons for conducting webinars will support increased leads to the top of the funnel, more sales opportunities and increased top line revenue.

The 13 Essential Steps to Execute an Effective Webinar

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1. Determine your objective

2. Identify the participants; presenters, panelists, guest speakers, etc.

3. Determine the theme or mission of the webinar

4. Develop the content

5. Develop the supporting materials

6. Invite the target audience

7. Register the participants

8. Send a confirmation

9. Send a reminder

10. Broadcast the webinar

11. Post for on-demand viewing

12. Send a follow up email

13. Pass leads to sales team

Visit www.knowledgemktg.com to download the ‘Successful Webinar Toolkit’

Determine your objectiveThe objective should be agreed upon

by your critical stakeholders.

Objectives might be any of these:– Generate qualified leads

– Engage with your target audience

– Increase web page visits

– Incent more active trials of a product or service

– Increase subscribers to your blog

– Convert leads to sales

– Anything that supports your business goals

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Measure results. Don’t forget to choose metrics so you know if your webinar has succeeded (or not).

Identify participants

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Osterman Research found that people are most likely to attend webinars about:– Information or knowledge

about their industry or profession

– Best practices in their industry or profession

– Information about main issues in their industry or profession

– How-to instructions

– ’10 most common mistakes’ in their industry or profession

Guest speakers increase attendance, but…– Increase the complexity

– Require more coordination and planning

– May be legal requirements

– Produces a better event

Tip: Always have more than one speaker if possible!

Promote to & Invite your Target Audience• Identify your target audience

• Where will you find them?• Internal database?• Industry organization?• General public?

• How will you reach them?• Email invitation• Letter or postcard• Magazine advertisement• Sales force word of mouth

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Effectiveness of Various Methods for Advertising Webinars

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Source: Osterman Research, Inc.; Top 10 Webinar Best Practices

Make it easy for people to register, remember and attend

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• Invitees should have an easy way to find out more information about the event.

• Registration should be easy and convenient.

• Registrants should receive an immediate confirmation.

• Remind registrants about the event more than once.

Don’t confuse your audience!Typically, 20% to 30% of those who register will attend the live webinar.

Tips for a Live Broadcast• Practice, practice and practice some more

• Have all presenters in place 30 minutes before start time

• Be thoroughly prepared

• Double check everything

• Use the features of the webinar platform– Polling

– Measuring audience attention

– Answer chat questions

– Prompt the audience to comment via chat

• Start on time

• End on time

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Start on time and end on time.

The secret to a successful webinar is…

the follow up activity!• Think about what you want the

attendees and non-attendees to do after the webinar.– Register for another webinar or something else

– Download something

– Sign up for a free trial

– Be open to a phone call

– Recommend the company

– What else???

• Non-attendees represent the best opportunity for further engagement.

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What is Your Follow up Plan?

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• Make a sales call to each attendee

• Make a tech support call to each person

• Send a follow up email

• Schedule an 1 to 1 demo session

• Invite each person to the next webinar

• Invite each person to opt in to your newsletter

• Make a special offer to each person who registered and/or attended

Failing to follow up after a webinar is like taking your cash out to the parking lot and setting it on fire.

10 Best Practices

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1. Employ a guest or at least a second speaker

2. Rehearse a lot!

3. Promote the webinar in all of your media channels

4. Obtain important information when they register

5. Send the invitation about 2 weeks prior to the webinar

6. Provide time and a method for Q&A

7. Conduct live polls to keep the audience engaged

8. Ensure the content supports your value proposition

9. Limit the time to one hour or less

10. Conduct a post-event survey

Image credit www.business2community.com

Leave them wanting more!

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• Offer more helpful resources via email or web site

• Provide contact information

• Promise to answer all un-answered questions

• Remind them about the next webinar

• Offer your follow up call-to-action

• Always! Always! Thank them for their time!

Image credit www.workbetternotharder.com

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Who am I and why did I write this guide?Hello, my name is Bruce McDuffee. I help industrial companies increase their organic growth rates by creating and implementing a marketing strategy built around the Knowledge Marketing framework.

I'm passionate about Knowledge Marketing simply because I know it works. It's an amazing way to go to market and I want to share my expertise and knowledge with your team.

How do I know it works?  As the Marketing Director of a global electronics manufacturing company, I increased the AMER growth rate from 4% to 20% with this Knowledge Marketing framework.  I was able to work out most of the kinks, problems and issues in this test bed.  Now I'm ready to help you realize extraordinary growth in your manufacturing business.  Are you ready?

At this point, you are either actively thinking WIIFM [what’s in it for me?]

Well, here’s what’s in it for you:

Rapid revenue growth rate – potentially tripling your recent growth rate.

Take market share from your laggardly competitors.

Convert your marketing team from a utilitarian cost center to a revenue engine for rapid growth.

For more about me and what I can do for you:

• FAQs about Bruce• Visit the web site• Send me an email• Request a free Discovery call

Ready to add 10%, 20% or 30% to your revenue?If you answered 'yes', then let's get started:

• Step 1:   Send me an email, fill out the contact form or call me at (303) 505-8009 and we'll schedule a 30 to 60 minute discovery call. (no charge for the discovery call)

• Step 2:  If you like what we discuss and if you think your organization is ready to increase growth and embrace the marketing function as a revenue engine.  I'll prepare a custom proposal for your review.

• Step 3:  If you accept the proposal, we get to work.  We agree on schedules and resources.  We dig into your current marketing plan, strategy, messaging, etc.

• Step 4:  We set a plan of action and milestones (POA&M) and commence building your plan based on the 3 step framework.

• Step 5:  Watch your top line grow and reap the rewards.04/08/2023Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 19

Call me to discuss, brainstorm or chat about Knowledge MarketingMobile phone: 303-505-8009 feel free to call during normal business hours

Email: [email protected]

Website: Knowledge Marketing for Industry http://knowledgemktg.com/home.html

Blog: Grow Your Business with Knowledge Marketing http://knowledgemktg.com/blogs/

My LinkedIn Profile: http://www.linkedin.com/in/brucemcduffee/

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