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Webinar: UTILIZING ONLINE EDUCATION TO SELL SERVICES Presented by: Scott Zarret, CPA President CPAacademy.org CPAwebengage.com Powered by: 1
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Page 1: Webinar - Amazon Web Servicescpaacademy.s3.amazonaws.com/PPT/CPAacademy.pdf · There are two options for presenting CPE: ... Recognize the advantage data collected during the webinar

Webinar:

UTILIZING ONLINE EDUCATION TO SELL SERVICES

Presented by: Scott Zarret, CPAPresidentCPAacademy.orgCPAwebengage.com

Powered by:

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Scott Zarret, CPA

15 years of experience in the accounting industry

Processed more than 375,000 hours of CPE credits via live webcast

President of CPAacademy.org, an online education company with over 60,000 members

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Why are we Here?

Why are webinars so popular?

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◦ Relatively inexpensive to host

◦ Reach a wide audience

◦ Data can be gathered about their audience (registration, polling questions, evaluations, questions asked during the presentation)

◦ It’s a great way to use your existing database

◦ Presentations can be archived at no cost

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Who Is This Class Designed For?

Professionals who are interested in understanding the potential for using online education to:

◦ Share important content with existing clients or with potential clients

◦ Use time and technology efficiently

◦ Utilize cost-effective marketing

◦ Reach a wide audience

◦ Position yourself as a thought leader

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Webinar Objectives

Discuss current trends in online education

Learn presentation styles and tips for webinars

Understand technical considerations

Learn how to set short-term goals: planning and preparing for your webinar

Discover how to use a webinar to generate sales

Learn how to set long-term goals: online education as part of a strategic plan

Learn how to “own your own space” through thought leadership and branding

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Current Trends in Online Education

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Webinars Provide An Opportunity for

Accounting Professionals to Earn CPE

Approximately 770,000 CPAs in the nation with annual requirements of 40 hours of CPE per year

30 million hours of continuing education requirements that need to be filled

Companies that provide CPE must be registered with “The National Association of State Boards of Accountancy” (NASBA)

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There are two options for presenting CPE: Present for State CPA Societies, Industry Groups, or Associations

◦ Advantages You do not need to market your presentation or incur costs

◦ Disadvantages You will not be able to private-label your offering. Often the presenter information is not marketed well

and is very difficult to find

Your topic might not be chosen

No control over the pricing

Standards imposed by providers are generally more strict than NASBA standards

Become a NASBA provider◦ Advantages

You choose the topics and length of course

You control the pricing and marketing of the event

You have complete information about your participants

You have control the frequency of your events (date / time)

◦ Disadvantages Need to have your own database

Need to purchase software

Need to be NASBA certified

Find a NASBA-approved organization that will help you private-label market your webinar, control the pricing, present your chosen content using their technology, and potentially help you earn a profit

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Webinars Provide An Opportunity for

Accounting Professionals to Earn CPE

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What are the benefits to a firm offering

CPE webinars?

Thought leadership:

Retain and reward current clients

Build virtual rapport with an audience including both clients and prospects

Share knowledge and exchange ideas with others in the CPA community

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What are the benefits to a firm offering

CPE webinars?

CPE webinars help sell products and services without being “sales-y.”

Develops credibility, creates accountability

Generate leads for new client acquisition

Enhance a personal brand

Use archived sessions to share ideas on demand

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What are the disadvantages to a firm

offering CPE webinars?

Webinars require technology-savvy or time to learn and prepare

You don’t meet your audience

Presenter needs to know or learn how to present under this format

To reach an audience outside of your core, you will need access to a database.

Limited attention span when presenting over the computer – audience can be easily distracted

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TIPS AND TRICKSFOR A SUCCESSFUL WEBINAR

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Best Practices for Webinar Planning

Clearly identify your target audience and ensure your webinar will be well attended

Rent or acquire a database

Send reminder emails prior to the event to your own internal database or an external database – the number and timing of these emails is important!

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What you need to get started.

◦ Course Name ◦ Course Description (4 - 5 sentences) ◦ Course Objectives (3 - 5 bullet-points showing what the attendee will learn)

◦ Target Audience ◦ Length of course (1, 1.5 or 2 hours)◦ Instructor bio, photo, company bio, company logo and full contact info

◦ PPT slides (1 week before the webinar) ◦ Polling questions (1 week before the webinar)

◦ Graphics

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Time-Line◦ 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) ◦ 1.5 hour class: Presentation lasts 75-80 min◦ Presenter allows 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

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What Makes a Successful Webinar

A reliable webinar platform A topic that timely, relevant, well

defined A presenter who connects with the

audience A presenter who is knowledgeable,

passionate, interesting and takes control.

An interesting format (product demo, interview a client or other industry professional, second presenter)

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What Makes a Successful Webinar

PowerPoint Use of examples / storytellingDon’t try to fit in too muchPlan for questionsStart / end on timeStay organizedKeep it a-politicalSolicit feedback in an evaluation

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Best Practices for Webinar Planning

Put together your course description, objectives, target audience, author bios, photos

Define the course level

Decide on the number or presenters, panelist and organizers

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Sample Polling Questions

www.cpawebengage.com/polls

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Sample Post-webinar Emails

www.cpawebengage.com/email

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Best Practices for Webinar Planning

Draft your webinar script or talking points, including a powerful opening

Enjoy yourself. Be yourself. Have fun.

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Best Practices for Webinar Follow-Up

Follow up by emailing a thank-you to participants and offer a post-event survey, link to your latest blog post or informative news clip that underscores your event topic

Use your online event report and lead-scoring information to identify hot, warm, and cool prospects. Develop a plan to further engage each group based on their place in the sales cycle.

Offer an archived recording of your live webinar to make it easy for participants (and those who registered but did not attend) to view it again and share it with fellow decision-makers

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The Larger Strategy

Consider what role you would like webinars to play in your organization to ensure you are up to speed with competitors

Ensure your larger strategy will position you on the industry forefront by including methods of reaching your audience that align with the most cutting edge trends

Recognize the advantage data collected during the webinar will provide

Realize the potential for branding and thought leadership the online forum supports

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Including web seminars as part of your marketing and educational strategy achieves two primary objectives for firms: it appeals to one of the growing preferred methods of learning and it positions your firm as a thought leader in your specialty, niche, industry and service areas. The trend toward online learning is supported by the ASTD 2010 State of the Industry Report that showed the average percentage of learning hours available to learners through technology reached its highest level ever at 36.5%. Through web seminars, you can provide valuable content and education, while adding credibility to your firm and key leaders and positioning them as the “go to” thought leaders in your key areas of expertise. Web seminars should be part of your 2013 strategy!

Tamera Loerzel, Partner, Convergence Coaching

Accounting industry trends: webinars for “content and credibility”

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Accounting industry trends:

webinars to foster relationships

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The human connection is essential in building a business. While in person meetings are the best way to accomplish this, we have found that the visual impact of well-designed slides coupled with the human interaction that webinars allow for can consistently create a great audience experience. Webinars are at the center of our strategy for bringing our message to market.

Rick Solomon, CPA, President, Thriving Firm

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Accounting industry trends:

webinars expand your company’s reach

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Virtual learning and meetings continue to become a larger component of how businesses and educational institutions operate today. The expanded reach to your potential audience, decreased cost in travel expenses and ease of scheduling and administration are some of the leading drivers to this expansion. From a business development front, webinars have allowed us to not only expand our message to many more prospects but also engage our existing clients from across the country in the delivery of our value proposition. The technology is only going to get better and the audience more accustomed to consuming information in this manner leading to continued growth in virtual content delivery.”

Jim Boomer, CIO & Shareholder, Boomer Consulting

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Next Steps For Getting Started Determine the specific goals for offering

a webinar

Research the competition

Decide the pricing of your courses

Refine your database

Gather the presenters and topics

Come up with a post-webinar action plan

Determine which webinar platform you want to use

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Page 30: Webinar - Amazon Web Servicescpaacademy.s3.amazonaws.com/PPT/CPAacademy.pdf · There are two options for presenting CPE: ... Recognize the advantage data collected during the webinar

Parting ThoughtsCommunication and collaboration are king in today’s web-savvy social-media world. Whether it’s building your brand, marketing your products or services, or offering training and educational services - webinars are a very useful medium to deliver your message or obtain audience feedback from a large audience. Webinars today are the convergence of TV (a one way non-interactive medium) and social media (instant feedback) – the best of both worlds. I especially like that during the webinar you can interact with your audience using polls, chat, Q&A – tools to keep the webinar interactive, interesting, and informative. And viewing webinars on mobile devices (tabs and phones) add yet another dimension in webinar availability (home, office, or anywhere). Bob Torella MBA, Director of Client Relationships, AccountantsWorld

Webinars are truly one of the new marketing tools of the 21 century. Where else can you talk with hundreds of prospect at one time, get a list of all the attendees for future follow up and never leave your office. They are an excellent prospecting tool as well as a business development tool. Webinars are not perfect and the presenter has to work harder to develop the interaction with the audience. Online education is more than just a passing fad. Major universities as well as companies are offering a wide range of courses. Variations of this type of learning have been around for many years, but the technology did not support it. With the Internet, technology has finally caught up.” August Aquila (AQUILA GLOBAL ADVISORS)

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Parting Thoughts

Webinars represent one of the most effective and cost efficient ways to showcase thought leadership. Today, firms are using webinars to put prospects into the top of their sales funnel, and as a key part of the lead nurturing process. Those firms that use webinars as a strategic marketing tool, and not just as a marketing tactic, are finding that the return on investment they make in hard costs and resources can be concurrently leveraged for corporate branding, personal branding, and lead generation.” Alan Vitberg, Chief Marketing Guru, Vitberg LLC

I’ve been pleasantly surprised at the effectiveness of using live seminars for education and “selling”. Not only was it fairly simple to do, but the ability to interact with a large audience and deliver value and your own message was very apparent. I don’t know of a better way to reach a large audience, hold them for an hour or so and obtain their feedback and have the ability to follow up with them. It is powerful.

Charles R. McCann, COO, CPA, Kellogg & Adelson

Webinars provide an efficient way to interact with thousands of people in an efficient, engaging and cost-effective way. Failing to use this technology these days is akin to refusing to use a telephone.

Christian Payne, CEO, Kellogg & Adelson

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Questions and Answers

Scott Zarret, CPA

President

CPAacademy.org

303.221.4100

[email protected]

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Appendix A: NASBA Resources

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23 Subject Areas That Qualify for CPE

Accounting

Accounting (Governmental)

Administrative Practice

Auditing

Auditing (Governmental)

Behavioral Ethics

Business Law

Business Management and Organization

Communications

Computer Science

Economics

Finance

Management Advisory Services

Marketing

Mathematics

Personal Development

Personnel/HR

Production

Regulatory Ethics

Social Environment of Business

Specialized Knowledge and Applications

Statistics

Taxes

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Becoming a NASBA Providerlearningmarket.org

NASBA sponsor requirements continued: CPE program sponsors must provide descriptive materials that enable

CPAs to assess the appropriateness of learning activities. To accomplish this, CPE program sponsors must inform participants in advance of◦ learning objectives◦ prerequisites◦ program level◦ program content◦ advance preparation◦ instructional delivery methods◦ recommended CPE credit◦ course registration requirements

CPE program sponsors must ensure instructors are qualified with respect to both program content and instructional methods used

CPE program sponsors must employ an effective means for evaluating learning activity quality with respect to content and preparation, as well as provide a mechanism for participants to assess whether learning objectives were met

CPE program sponsors must ensure instructional methods employed are appropriate for the learning activities. Learning activities should be presented in a manner consistent with descriptive and technical materials provided

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