Webinars are a highly effective combination of event and content marketing that establishes credibility, develops leads and forms the basis of an ongoing stream of promotional material and opportunities.
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June 29, 2011
Six Steps to a Successful Webinar
Jeffery Cawley VP Industry Leadership Northwest Analytics
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Welcome to “Six Steps to a Successful Webinar” I am Jeff Cawley from Northwest Analytics
www.marketingsalessummit.com
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This webinar is one of series previewing the ISA Marketing & Sales Summit which will be in St. Louis, Sept 7-9. Come meet with leading marketers in industrial automation. This webinar is part of a session I will be leading, “Web 2.0 Media Strategies to Reach Vertical Markets” Invite you to go to www.marketingsalessummit.com , and join us in St. Louis.
The webinar is one of the most efficient means to reach vertical market prospects and customers. This highly effective combination of event and content marketing establishes credibility, develops leads and forms the source of an ongoing stream of promotional material and opportunities. This six step structured program of definition, execution, and post-event follow-up and repurposing will guarantee a successful event:
Six Steps to a Successful Webinar
Why a Webinar?
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First let’s ask - Why a Webinar? – Why should they be part of your market outreach program? Effective way to reach specialized audiences. Supplant or supplement other methods Remember the road show product seminar? Here is a scene from one of ours from the mid 90’s. While effective, they consume a huge amount of people, time and money. – Plus huge logistical overhead.
Six Steps to a Successful Webinar
Why a Webinar?
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Also supplements platform presentations at conferences & trade shows – doesn’t replace one-on-one contact – but as far as the number of people you address, webinars are often equivalent. The following six step structured program of definition, execution, and post-event follow-up and repurposing will guarantee a successful event:
● Target audience ● Message ● Results ● Metrics
Define
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Define & Plan tightly linked. Target audience – who do you want to reach? – industry, role & job type. Better its defined, the more effective rest of the process.
● Target audience ● Message ● Results ● Metrics
Define
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Message – your special knowledge - survey target markets as here - social media groups - media discussions Results – what do want to happen - brand, profile, leads Metrics – how will you measure? - e.g. 100 registrations, 50 attendees
Plan
● Mechanics ● Creative ● Delivery ● Who is responsible ● Deadlines
Plan
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Organize & standardize your Define/Plan steps We use a spreadsheet system, but any system that keeps all elements of the webinar visible and can alert you to any omissions or slippage.
Plan
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Who is responsible What are deadlines, Are we making our mark? Track the process and results
● Identify most effective methods ● Email, ● Social media ● Advertising
Promote
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Identify the most effective methods – target market Time Budget Vertical market reach Usually direct methods. The ads we have found most productive are newsletter text ads
Promote
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Email – the big gun List as targeted as possible Typical pattern of 3 drops – 2 weeks out 1 week out day or morning before.
Promote
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LinkedIn groups – hundreds to thousands of members 2nd most effective after direct email Full description Link to landing / registration pages
Promote
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Alerts Direct email of your discussion delivered directly to select Market. LinkedIn doing an emailing to several thousand targeted prospects for nothing!
Promote
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General social media activity Here at an industry blog Note posting by one of our speakers plus me – with link to landing page
Execute
● Manage ● Expert speaker ● Facility ● Staff
● Goal - successful presentation and recording.
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Like any production - smooth presentation - Don’t show backstage mechanics
Follow-up
● Structured contact for ● Registrants ● Attendees ● Email
● Telemarketing ● Follow-up surveys ● Offers
Follow-up
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Webinar recording follow-up Email with links to registered – no shows and attendees – usually use the web confenencing software email system. Follow-up email to entire mail list – MailChimp, Cooler etc.
Follow-up
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Add recording links to LI group discussions. Restarts the alert email cycles
Repurpose
Screencasts Web content Collateral Continuous stream of social media content
Blogs Tweets Special interest group postings.
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Webinar – all the work that went its development – make it really pay off. Cawley’s 2nd Law – Write Once, Publish Many. Source of excerpts to fuel on-going social media stream. Blog, Tweet, groups, etc.
Repurpose
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PR for collection of recordings in a series. – GFSI Compliance Food Safety Management Systems.
Repurpose
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Populate your YouTube channel Perhaps not “In a World…” but short PPT based overview Have been using trailers to promote individual events – now promo groups
Repurpose
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Google Alert for PR pickup on Trailer Search engine involvement – note SEO reinforcement for your web footprint.
Repurpose
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…And the particular pickup. Good link back.
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And don’t forget your classic social media�– your blog. - events - recordings - topics from webinar
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