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Jessica Vionas-Singer - Quick and Dirty Roadmap to Creating a Webinar Program from the Ground Up

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#INBOUND16
QUICK AND DIRTY
ROADMAP TO
CREATING A WEBINAR
PROGRAM FROM THE
GROUND UP
Jessica Vionas-Singer
Senior Marketing...

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#INBOUND16
1. Why webinars?
2. Planning
3. Promotion
4. Timeline
5. How to make your content
remarkable
6. The day is here...

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#INBOUND16
1 WHY WEBINARS?

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Jessica Vionas-Singer - Quick and Dirty Roadmap to Creating a Webinar Program from the Ground Up

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Webinars can and should be a key component of any marketer’s toolbox to generate leads, engage your audience, and drive results. Whereas webinars are often categorized as consideration stage content, they can actually be used in all stages of the buyer’s journey depending on your buyer personas!

This tactical session will guide a newbie through the process of creating a webinar program from scratch including determining what’s the goal of each webinar, identifying topics, mapping content to each stage of the buyer’s journey, finding a speaker, deciding if your webinars should be live or on-demand, promoting your events to make sure you have a good audience, picking hosting software for integration with HubSpot, defining general timelines and responsibilities for staff, and following up after the event.

Webinars can and should be a key component of any marketer’s toolbox to generate leads, engage your audience, and drive results. Whereas webinars are often categorized as consideration stage content, they can actually be used in all stages of the buyer’s journey depending on your buyer personas!

This tactical session will guide a newbie through the process of creating a webinar program from scratch including determining what’s the goal of each webinar, identifying topics, mapping content to each stage of the buyer’s journey, finding a speaker, deciding if your webinars should be live or on-demand, promoting your events to make sure you have a good audience, picking hosting software for integration with HubSpot, defining general timelines and responsibilities for staff, and following up after the event.

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Jessica Vionas-Singer - Quick and Dirty Roadmap to Creating a Webinar Program from the Ground Up

  1. 1. #INBOUND16 QUICK AND DIRTY ROADMAP TO CREATING A WEBINAR PROGRAM FROM THE GROUND UP Jessica Vionas-Singer Senior Marketing Consultant SmartBug Media jessica@smartbugmedia.com | @jvionassinger
  2. 2. #INBOUND16 1. Why webinars? 2. Planning 3. Promotion 4. Timeline 5. How to make your content remarkable 6. The day is here! 7. Follow up AGENDA
  3. 3. #INBOUND16 1 WHY WEBINARS?
  4. 4. #INBOUND16 Different people prefer different ways of consuming content.
  5. 5. #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%.)
  6. 6. #INBOUND16 WEBINARS FIT IN ALL STAGES OF THE INBOUND MARKETING METHODOLOGY
  7. 7. #INBOUND16 WEBINARS FIT IN ALL STAGES OF THE BUYER’S JOURNEY Educational webinar Comparison webinar Product demo webinar
  8. 8. #INBOUND16 At the end of the day, WEBINARS ARE AN INCREDIBLY POWERFUL TOOL available in your marketing toolbox.
  9. 9. #INBOUND16 2 PLANNING
  10. 10. #INBOUND16 1. Goal 2. Topic 3. Speaker 4. Other people 5. Live or on-demand 6. Date/time 7. Software PLANNING
  11. 11. #INBOUND16 ALWAYS START WITH YOUR GOAL. This will determine what type of webinar you’ll create. 1
  12. 12. #INBOUND16 WHAT SHOULD THE TOPIC BE? What are competitors talking about? What trends are showing up social media? Do you have an ebook that could be repurposed? What is the industry 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
  13. 13. #INBOUND16 CHOOSING YOUR SPEAKER External 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
  14. 14. #INBOUND16 WHAT MAKES A WEBINAR SUCK? According to 48% of people, it’s a poor presenter. RedBack Report, Exposing the 9 Webinar Myths
  15. 15. #INBOUND16 1. Marketer (You) 2. Graphic Designer 3. Moderator 4. Recorder 5. Technical Help Chat 6. Audience Member OTHER PEOPLE 4
  16. 16. #INBOUND16 Should your webinar be live or on-demand? 5
  17. 17. #INBOUND16 Best day to host a webinar (according to attendance statistics): Wednesday or Thursday 6 ON24, Webinar Benchmarks Report 2015
  18. 18. #INBOUND16 Best time to host a webinar (according to attendance statistics): 11 am PST / 2 pm EST ON24, Webinar Benchmarks Report 2015
  19. 19. #INBOUND16 Software up 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
  20. 20. #INBOUND16 Software Cost/mo Limitations Benefit YouTube Free None Cost, SEO Vimeo $10 Up to 5 GB/week Metrics, aesthetics Wistia $10 Up to 25 videos Metrics, aesthetics, integrates with HubSpot Recording Hosting Platforms Comparison
  21. 21. #INBOUND16 3 PROMOTION
  22. 22. #INBOUND16 Send emails: Try both HTML and text format
  23. 23. #INBOUND16 Be where your target audience is
  24. 24. #INBOUND16 Consider paid social media if you have budget
  25. 25. #INBOUND16 Use the real estate you already have
  26. 26. #INBOUND16 Write a post or two
  27. 27. #INBOUND16 Invite your customers
  28. 28. #INBOUND16 Leverage Other People’s Audiences (LOPA) including partners, employees, and the speaker’s
  29. 29. #INBOUND16 Write a guest post and/or a LinkedIn Pulse post
  30. 30. #INBOUND16 Put out a press release
  31. 31. #INBOUND16 Have employees add a PS in their email signature
  32. 32. #INBOUND16 ONLY 43% OF REGISTRANTS WILL ATTEND. (Plan accordingly.) ON24, Webinar Benchmarks Report 2015
  33. 33. #INBOUND16 4 TIMELINE
  34. 34. #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
  35. 35. #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
  36. 36. #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
  37. 37. #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
  38. 38. #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
  39. 39. #INBOUND16 5 HOW TO MAKE YOUR CONTENT REMARKABLE
  40. 40. #INBOUND16 Practice! Dry run(s) are absolutely essential.
  41. 41. #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?
  42. 42. #INBOUND16 Plan how and where you’ll interact with the audience and between the speaker and moderator
  43. 43. #INBOUND16 Invest in your slides
  44. 44. #INBOUND16  Know your content  Practice  Record and listen  Have confidence  Smile, get energized BE A GREAT PRESENTER
  45. 45. #INBOUND16 6 THE DAY IS HERE!
  46. 46. #INBOUND16 Make sure team is ready to go
  47. 47. #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:
  48. 48. #INBOUND16 Give back-up/seed questions and off limits topics to the moderator
  49. 49. #INBOUND16 Log in 30 minutes early, start the broadcast 15 minutes out, and begin the actual webinar right on time
  50. 50. #INBOUND16 If you are the speaker or moderator, get fired up!
  51. 51. #INBOUND16 If you aren’t the speaker or moderator, then sit back, watch, and monitor
  52. 52. #INBOUND16 average time spent viewing live webinar of 45-60 minutes. 56 minutes ON24, Webinar Benchmarks Report 2015
  53. 53. #INBOUND16 7 FOLLOW UP
  54. 54. #INBOUND16 Email individuals who had questions not answered during the webinar
  55. 55. #INBOUND16 Upload recording and update landing page, website, and CTAs
  56. 56. #INBOUND16 Send a follow up email with goodies
  57. 57. #INBOUND16 Coordinate with Sales team and implement lead nurturing
  58. 58. #INBOUND16 20-40% OF WEBINAR ATTENDEES TURN INTO QUALIFIED LEADS. ReadyTalk, Benchmarking Webinar Best Practices: Pre-Event
  59. 59. #INBOUND16 Promote the recording too!
  60. 60. #INBOUND16 Go over results, communicate with team, and do a post-event wrap-up
  61. 61. #INBOUND16 HOW CAN YOU REUSE THE CONTENT?
  62. 62. #INBOUND16 WEBINAR EBOOK & CHECKLIST https://www.smartbugmedia.com/ webinar-ebook BLOG POSTS https://www.smartbugmedia.com/ blog

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