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Growing your business is difficult with so many new organizations sprouting. How do you stand out in our society? How do you get your company noticed? How can you generate leads and increase your audience? You have to work your way up to the top of google, unfortunately. However, this presentation explains two ways to make your company reach a larger audience is by utilizing content marketing and lead generation. How does one do this effectively? Host a webinar! Using a webinar is a great way to generate leads by using content marketing. This presentation explains 1) the definitions of content marketing and lead generation 2) why they are important for growing your business 3) what tools can be used to grow your business (hint: webinars!) 4) how webinars fit in and 5) how to host effective webinars for content marketing and lead generation.
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Getting Started WebinarJune 2014
Webinars for Lead Generation
Questions We’ll Answer
1. What is Content Marketing? What is Lead Generation?
2. Why are they important in growing your business?
3. What are tools and channels that can be used?
4. How do webinars fit in?
5. How can we host effective webinars for content marketing and lead generation?
Online Content Marketing
& Lead Generation 101
1
What’s Your Company’s Story?Every two days, we create as much data as we did from the dawn of civilization until 2003. As consumers find it increasingly difficult to separate the signal from the noise, storytelling is becoming more and more important.
What is Content Marketing?The strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
90% of Companies Use It
What is Lead GenerationLead Generation is the generation of consumer interest or inquiry into products or services of a business. It is the process of creating sales leads which might convert into sales for the company. Offers that Generate Leads:
1. eBooks or Guides
2. Templates or Presentations
3. Research, Reports, White Papers
4. Webinars
5. On-demand Videos
6. Blogs
7. Middle-of-the-funnel Offers (Demos, RFPs, etc.)
Tools & Channels for Content Marketing &
Lead Gen
2
Channels
INBOUND MARKETING(“free”/earned traffic)
News/Media/PR
SEO
EmailWhite Papers
Infographics
Webinars
Social Networks
WOM
Podcasts
Q&A Sites
Type-in Traffic
Review SitesReferrals
Social Bookmarking
Online Video
Forums
Customer Credibility Via Content: B2B
Customer Credibility Via Content: B2C
Webinars for Content Marketing & Lead Gen
3
When people attend a webinar, they must part with their name and email, which means you gain a new lead for each webinar participant.
5 Truths: Webinars For Nurturing Leads
1. 79% of marketing leads never convert to sales
2. Nurtured leads make 47% larger purchases than non-nurtured leads
3. By sending useful content to prospective customers, you will keep them engaged and looking at you in an expert in your niche or industry
4. Over time, you will build a high level of trust and comfort
5. You will come to mind the next time they are looking for a solution to their problems in your business’s area
Effective Webinars for Sales, Marketing &
Growth
4
Webinars to Drive GrowthObjective: Lead Generation, Nurturing & Content Marketing
Topic Ideas:
Industry Research / White Paper Findings
Lunch & Learns
Panel Discussions withIndustry Experts
Product Reviews& Demonstrations
Round Tables / CustomerMeet & Greets
Real World Cases& Success Stories
Objective: Lead Generation, Nurturing & Content Marketing
Before Your Webinar:
Webinars to Drive Growth
1. Choose your target audience and goals
2. Schedule, confirm presenters, and start invite/promotion process 2-3 weeks prior to the event
3. Leverage social media and partners to maximize reach
4. Clearly communicate the value people will achieve by attending your event
5. Use a customized registration page to capture leads – requiring that people register to attend
Webinars to Drive GrowthObjective: Lead Generation, Nurturing & Content Marketing
During Your Webinar:1. Use a moderator to help participants with questions and managing the clock, presenters, chat box
2. Join the event early and have the slides/content queued up ahead of time so you’re ready to begin on time
3. Record the session to leverage the great content later
4. Keep the session to 30-60 minutes, max, plus time for Q&A
5. Briefly and tastefully introduce yourself and your company at the beginning and end of the session
Webinars to Drive GrowthObjective: Lead Generation, Nurturing & Content Marketing
After Your Webinar:1. Leverage the recording as a valuable piece of marketing content for other marketing channels
2. Offer the recording to registrants who were not able to attend, giving you a second chance to engage them
3. Add the new leads you’ve gained to your marketing list
4. Consider creating a section of your website for webinars that may be useful to prospects, current customers, partners, etc.
5. Keep the conversation with customers/prospects moving forward in between your live gatherings, to continue building your brand
Appendix
A
Must Reads
1. Neil Patel: How These 15 Types of Content Will Drive You More Traffic
2. Robert Rose: Make the Most Of Your B2B Marketing Channels: Research On Webinars
