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From Content Rules
     Ann Handley
          &
    C.C. Chapman
 Chapter 12: If Webinars Are Awesome
Marketing Tools, Why Do Most of Them
                 Suck?
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.



                                              2
Need some help?
Pay attention to these 25 Keys




                                 3
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?




                                          4
Create Momentum
Have goals
Ask Yourself these questions:
  What do want your audience to take away?
  What do you want them to do?




                                             5
Go big, or go tactical
Make your webinar:




                         6
Create your webinar
registration form wisely
Use relevant information
Start to flag the hottest leads
Think about long-term goals




                                  7
Write Your Story
Outline
Include charts and photos
Assemble your key points




                            8
Show; don’t tell
Use:
  Case studies
  Client stories
  Colorful anecdotes




                          9
Have compelling slides
Streamline your slides
Offer one idea per slide
Use authentic video and images




                                 10
This is a really important,
       critical point!
Use compelling titles




                              11
Find a compelling speaker
 Experts
 Sages
 Leaders
 Legends
 Gurus
 Web-lebrities
 Academic professors
 Book authors
                            12
Moderators matter
Qualities
  Responsive
  Energetic
  Brisk




                       13
What about Video?
Check video format and compatibility
Check internet connection




                                       14
Practice and rehearse
Run through procedures
Test Internet connections and hardware




                                         15
Reimagine your webinar
Pre-webinar article
Pre-webinar podcast
On-demand webinar
PowerPoint presentation PDF
Webinar Transcript
Post-webinar Podcast
Post-webinar


                              16
Encourage speaker-attendee
        interaction
  Stop to answer questions
  Add a relevant poll
  Reach out by asking questions
    Have staff help with this




                                  17
Encourage chat on social
     back channels
Create a #hashtag
Enable attendees to post comments from
the webinar




                                         18
Record your event
Allows you to share
Consider editing out unessential parts




                                         19
Optimize for sharing
Upload slides and notes
  Include keywords and tags




                              20
Spread it around
Share your slides
Add narration




                       21
Carefully craft your final
          slide
What’s next?
Offer something special




                             22
Plan for a disaster
Have a backup plan
Have a message planned “just in case”




                                        23
Get feedback
Create short surveys
  Mention it early-save for the end
Make the survey count




                                      24
Follow up promptly
Within a day by phone and/or e-mail
Don’t forget people who missed out




                                      25
Measure your event’s success
  Watch your audience
  Track registrants and attendance rate




                                          26
One final thing…
Choose your platform by:
  Finding
  Testing
  Paying




                           27
Too much to take in?
   Use these resources
[insert link to slides]
[insert link to ebook]




                          28

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