Getting Started with Lead Generating Webinars - for Manufacturing

Getting Started with Lead Generating Webinars

Webinar 1 of 4: Lead Generating Webinars for Manufacturing Companies – a How To series

Speakers

Bruce McDuffeeKnowledge Marketing for Industry

(KMI)

Dan LevyMarketing Strategist and

Writer

12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 2

Housekeeping

1. Will we get a copy of the recorded webinar?

2. Can I ask questions?

3. Will we be able to get a copy of the slides?


Agenda

1. Planning – Plan the Webinar and Work the Plan

2. Finding the Best Topic for Maximum Engagement

3. Why do Educational Topics Outperform Product Topics?


Takeaways

1. Use the webinar checklist to put your plan into action

2. Find a sweet spot topic that will get you more registrants

3. Define a mission statement for your webinar series

4. Be able to articulate why educational topics outperform product topics


Make a PlanUse the checklist

The Webinar Checklist

• Plan the work and work the plan

• Use the checklist

Download the checklist and other tools at:

http://knowledgemktg.com/webinar-toolkit.html


The Webinar Checklist

1. Start-up

2. Branding

3. Choose the team

4. Tools

5. Promotion

6. Webinar execution


Finding the Best TopicSweet spot and webinar mission statement

Identify Your Target Audience

• Industry

• Geography

• Title

• Revenue or employee numbers

• Where to they go for information?

• Who else owns this audience?


Find a Relevant Topic

• What makes the topic relevant?

• Give them something they can use!

Clue: The best webinars are not about your product!


What is Their Problem?

• Pain

• Passion


What is Your Expertise?

• It’s not your product.

• Unique expertise is best, but not required.

• You want to become the ‘go to’ expert for your target audience.

• Where are your experts?

• Product managers, R&D team, customer service, engineers

• Avoid using sales people as your experts


Find the Sweet Spot?

How can your firm’s experts and knowledge help the people in your target audience

• Be better at something

• Have less pain

• Intensify their passion




Humidity Measurement

Humidity is a very

difficult

measurement



Humidity is a very

difficult

measurement

Humidity

measurement

science & experts



Humidity is a very

difficult

measurement

Humidity

measurement

science & experts

Teach them

about the

science of

humidity


General Aviation Pilots

Pilots love to fly and

want to be the best.





World’s best aviation

chart experts.





World’s best aviation

chart experts.

Help them to be

better pilots with

better navigation

skills

Your Webinar Series Mission Statement is Born

• “We help the people in our target audience to be better _____________.”

• “By sharing our expertise about _________, the people in our target audience are more efficient ____________.”

• “To help the people in our target audience make a more reliable, dependable, accurate and repeatable measurement”

• “We help pilots be better pilots.”


Questions & Answers

Please enter questions into the chat window in the lower left of your control screen.


Here’s Why Educational Topics Work Best

Product marketing failsEducational marketing sails


Why does product marketing fail?Marketing to product features, benefits, differences creates a perception that the offering is the same between competitors because they all say the same things.

This is your target

audience

This small dot represents the people who are in the immediate mode to purchase your product at any given time they see your product message.


Why does educational marketing sail?Educating people in the target audience about their pain or passion gets the attention of a much larger group.

Target Audience

This large circle represents the people who are challenged with a particular issue and interested in addressing the issue now or some time in the future.


Product content is still important!


“

”

Insanity is defined as doing the same thing over and over again and expecting different results

- Albert Einstein


Summary

1. The Plan – use a checklist

2. Find a relevant topic – give them something they can use

3. Why educational topics work best (and product topics fail)


Takeaways

1. Use the webinar checklist to put your plan into action

2. Find a sweet spot topic that will get you more registrants

3. Define a mission statement for your webinar series

4. Learn why educational topics outperform product topics


Questions & Answers

Please type your questions in the chat window at the lower left of your screen.

Or feel free to email your questions to:

[email protected]


Next Webinar on January 8th

8 Steps of Webinar Production (part 1)• Proper planning is essential to the success of your webinar series. This webinar introduces an

8 Step Framework designed for manufacturing companies to help ensure your webinar success. In this webinar we discuss steps 1 to 4. After completing this webinar you will be able to:

• Collaboratively develop the foundational topic, audience, metrics and resources.

• Choose and motivate a production team.

• Choose the tools for production, broadcast and conversion.

Register at: www.knowledgemktg.com/webinars.html


Get Started Generating Leads with Webinars!

Get the toolkit at:

www.knowledgemktg.com/webinar-toolkit

Need help getting started with your own educational webinar series?

• Set up a webinar strategy call with Bruce

• Call 303-505-8009

• Email [email protected]

• Set up an appointment online http://knowledgemktg.com/turnkey-webinar-contact.html


http://www.knowledgemktg.com/webinar-toolkit

mailto:[email protected]

http://knowledgemktg.com/turnkey-webinar-contact.html

Thank You
