From Content Rules Ann Handley

& C.C. Chapman

Chapter 12: If Webinars Are Awesome Marketing Tools, Why Do

Most of Them Suck?

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What is a Webinar?

Webinar (n): A kind of online conference that each participant experiences remotely at his or her own computer, connected to other attendees and the even via the Internet. It is typically one-way, from the speaker to the audience, which limited audience interaction.

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Need some help?

Pay attention to these 25 Keys

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What’s keeping our customers up at night?What information do our customers want?How can we help?From other content that you’ve created, which blogs, blog posts, or ebooks have been downloaded most?

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Create Momentum

Have goalsAsk Yourself these questions:

What do want your audience to take away?What do you want them to do?

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Go big, or go tactical

Make your webinar:

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Create your webinar registration form wiselyUse relevant informationStart to flag the hottest leadsThink about long-term goals

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Write Your Story

OutlineInclude charts and photosAssemble your key points

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Show; don’t tell

Use:Case studiesClient storiesColorful anecdotes

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Have compelling slides

Streamline your slidesOffer one idea per slideUse authentic video and images

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This is a really important, critical point!

Use compelling titles

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Find a compelling speaker

ExpertsSagesLeadersLegendsGurusWeb-lebritiesAcademic professorsBook authors

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Moderators matter

QualitiesResponsiveEnergeticBrisk

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What about Video?

Check video format and compatibilityCheck internet connection

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Practice and rehearse

Run through proceduresTest Internet connections and hardware

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Reimagine your webinar

Pre-webinar articlePre-webinar podcastOn-demand webinarPowerPoint presentation PDFWebinar TranscriptPost-webinar PodcastPost-webinar

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Encourage speaker-attendee interaction

Stop to answer questionsAdd a relevant pollReach out by asking questions

Have staff help with this

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Encourage chat on social back channels

Create a #hashtagEnable attendees to post comments from the webinar

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Record your event

Allows you to shareConsider editing out unessential parts

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Optimize for sharing

Upload slides and notesInclude keywords and tags

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Spread it around

Share your slidesAdd narration

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Carefully craft your final slide

What’s next?Offer something special

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Plan for a disaster

Have a backup planHave a message planned “just in case”

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Get feedback

Create short surveysMention it early-save for the end

Make the survey count

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Follow up promptly

Within a day by phone and/or e-mailDon’t forget people who missed out

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Measure your event’s success

Watch your audienceTrack registrants and attendance rate

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One final thing…

Choose your platform by:FindingTestingPaying

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Too much to take in?Use these resources

[insert link to slides][insert link to ebook]