Upload
inbound
View
109
Download
0
Embed Size (px)
Citation preview
#INBOUND16
QUICK AND DIRTY ROADMAP TO CREATING A WEBINAR PROGRAM FROM THE GROUND UPJessica Vionas-SingerSenior Marketing ConsultantSmartBug [email protected] | @jvionassinger
#INBOUND16
1. Why webinars? 2. Planning3. Promotion4. Timeline5. How to make your content
remarkable6. The day is here!7. Follow up
AGENDA
#INBOUND16
of B2B marketers say that webinars are effective or very effective at accomplishing their overall objectives.
Marketing Profs, B2B Content Marketing Benchmarks 2015
64%
(Whitepapers were 58% and eBooks were 55%.)
#INBOUND16
WEBINARS FIT IN ALL STAGES OF THE BUYER’S JOURNEY
Educational webinar
Comparison webinar
Product demo webinar
#INBOUND16
At the end of the day,
WEBINARS ARE AN INCREDIBLY POWERFUL TOOL
available in your marketing toolbox.
#INBOUND16
1. Goal2. Topic3. Speaker4. Other people5. Live or on-demand6. Date/time7. Software
PLANNING
#INBOUND16
WHAT SHOULD THE TOPIC BE? What are
competitors talking about?
What trends are showing up social media?
Do you have an ebookthat could be repurposed?
What is theindustry currently buzzing about? What’s “hot”?
What keywords is your website trending for?
Ask your customers: What topic would entice you before you were a customer?
Ask the sales team: What news that has been popping up in your
conversations?
2
#INBOUND16
CHOOSING YOUR SPEAKERExternal Speaker
Pro: less prep work for you Pro: brings a built-in audience
(if speaker is well-known) Pro: gives you credibility Con: may need to give an
honorarium Con: less direct connection to
you/your product
Internal Speaker Pro: establishes you as a
thought leader Pro: easy “yes” Pro: know you are committed Con: will take time to develop
content Con: some people may not
attend because they think it will be a product pitch
3
#INBOUND16
WHAT MAKES A WEBINAR SUCK?According to 48% of people, it’s a poor presenter.
RedBack Report, Exposing the 9 Webinar Myths
#INBOUND16
1. Marketer (You)
2. Graphic Designer
3. Moderator
4. Recorder
5. Technical Help Chat
6. Audience Member
OTHER PEOPLE4
#INBOUND16
Best day to host a webinar (according to attendance statistics): Wednesday or Thursday
6
ON24, Webinar Benchmarks Report 2015
#INBOUND16
Best time to host a webinar (according to attendance statistics): 11 am PST / 2 pm EST
ON24, Webinar Benchmarks Report 2015
#INBOUND16
Softwareup to 100 attendees Cost per month Integrates with
HubSpot?
GoToWebinar $89 Native
ReadyTalk $119 Connect Integration
Zoom + Zapier $75 With Zapier
AnyMeeting + Zapier $98 With Zapier
Webinar Software Comparison 7
#INBOUND16
Software Cost/mo Limitations Benefit
YouTube Free None Cost, SEO
Vimeo $10 Up to 5 GB/week Metrics, aesthetics
Wistia $10 Up to 25videos
Metrics, aesthetics, integrates with
HubSpot
Recording Hosting Platforms Comparison
#INBOUND16
Leverage Other People’s Audiences (LOPA) including partners, employees, and the speaker’s
#INBOUND16
ONLY 43% OF REGISTRANTS WILL ATTEND. (Plan accordingly.)
ON24, Webinar Benchmarks Report 2015
#INBOUND16
Start planning Determine your goal, type of
webinar, topic, etc. Decide if speaker will be
internal/external/panel Select speaker and
moderator Purchase software
6 WEEKS OUT
#INBOUND16
Finalize date and time Create title and abstract Get speaker bio and
headshot Registration form & page Define post-event follow up Create slide template Make sure everyone at your
company knows the plan
4 WEEKS OUT
#INBOUND16
Send out first email Start social media
promotion Start any paid social media Add webinar to your
website Review content with
internal speaker
3 WEEKS OUT
#INBOUND16
Continue promotional efforts, including email, social media, etc.
Send out press release Put up blog post and/or
guest blog posts Determine poll(s) and/or
post-event survey
2 WEEKS OUT
#INBOUND16
Dry run (or two or three) Any final promotion Designer polishes slides Prepare back-up and seed
questions Determine if there are any
questions that the speaker doesn’t want to cover
1 WEEK OUT
#INBOUND16
WHAT SHOULD THE MARKETER ASK?
Are there places where a visual aid would help?
Does this presentation deliver on what we
promised the attendees?
Are there any holes or gaps?
Does the webinar fit in the given amount of time?
Are there an agenda at the beginning and a conclusion at the end?
Is there a “story”—that is, how everything in the webinar fits
together?
#INBOUND16
Plan how and where you’ll interact with the audience and between the speaker
and moderator
#INBOUND16
Know your content
Practice
Record and listen
Have confidence
Smile, get energized
BE A GREAT PRESENTER
#INBOUND16
Turn office phones and cell phones off or put them on silent.
Put a sign on their door that they are not to be disturbed. Shut down all computer programs except the webinar
software and slides (don’t forget email and chat!). Have drinking water nearby in case throat gets dry. Use the microphone/headset used at the dry run.
CHECKLIST for speaker & moderator:
#INBOUND16
Log in 30 minutes early, start the broadcast 15 minutes out, and begin the actual webinar right on time
#INBOUND16
average time spent viewing live webinar of 45-60 minutes.
56 minutesON24, Webinar Benchmarks Report 2015
#INBOUND16
20-40% OF WEBINAR ATTENDEES TURN INTO QUALIFIED LEADS.
ReadyTalk, Benchmarking Webinar Best Practices: Pre-Event