Webinars have become one of the best demand generation vehicles in the marketer's tool kit. Webinars excel at qualifying participants, segmenting them, measuring their engagement and moving them down the marketing funnel. In this webinar, you will learn: -How to structure your webinars so participants are properly segemented -What type of information to arm your sales team with for post event follow-up -How webinars fit into a integrated mult-touch marketing campaign -The essential webinar tools needed for any demand generation program

1. Monetizing Your Webcasts: Will
Customers Pay for Content?
Melanie Turek, Industry Director
Enterprise Communications & Collaboration
March 2011

2. Online Events: Changing Delivery for a Changing World
• Growing number of dispersed
workers, business partners and
suppliers.
• Education, training and best
practices are critical in a global
marketplace.
• More people are comfortable with
online events.
• Change the delivery, not the
business model.
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3. Webcasts Offer Benefits Over In-Person Events
• Eliminate Travel
• Reduce Costs
• Reach More People
• Better Deploy Trainers
• Customize Content
• Interactive Sessions
• Build a Better Brand
• Record for Later Use
• Demonstrate ROI
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4. Web Conferencing Addresses Key Event Needs
Web Conferencing Tools
• Web-based presentations The Training
Advantage
• Collaboratively share
applications and files • Maximize Reach,
• Annotate documents Lower Costs
• Sidebar chats • Deliver Customized
• Q&A
Presentations
• Polls and surveys • Follow Up Anytime,
Anywhere
• Record and archive
meetings
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5. Web Conferencing Offers Two Ways of Learning
One-to-Many
Primarily used for:
• Sales and marketing presentations
• Training
• Company-wide meetings
• Investor Relations
• Events/ Conferences
One-to-Few/Few-to-
Few
Primarily used for:
• Project teams
• Business planning
• Research and development
• Departmental meetings
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6. Content is King
• Clear Information
• Hands-On Training
• Actionable Best Practices
• Market Trends – and Interpretation
• Interaction
• Q & A, Polling, Surveys
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7. Other Key Considerations
• Cost
• Topics
• Time
• Technology
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8. For Additional Information
Melanie Turek
Industry Director
Enterprise Communications
(970) 871-6110
melanie.turek@frost.com
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9. Who We Are
 Started as online newsletter for educators
 About 25 webinars a year
 Target audience is k-12 administrators
 Most listen in groups
 Used for professional development
The Competition
 Nonprofit education groups with free events
 Other for-profit webinar companies
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10. Webinars and the Internet: Perfect together
 Time sensitivity
 Fills specific need
 Unique—no one else is offering the same
event
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11. Look for ways to increase desire to buy now
Offer premium for sign up by specific date
(We offer free CD-ROM)
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12. The big value of the recording link
 People are motivated to sign up for event
offered on specific date, but… many can’t
make it on that date.
 Link provides almost immediate gratification
for people who ask if it will be offered
again—much better than just offering them a
CD.
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13. Good content alone is not enough
 Consider hiring stars in your field. They bring
in bigger audiences and know how to keep
it interesting
 Look for ways to break up the presentation
by using chatbox creatively and including
polls when appropriate.
 Consider use of short breaks for discussion
at remote locations
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14. Pricing: Give value, but don’t undercharge
 Look at what others are charging in your
field, but don’t be afraid to charge more for
good content
 We provide live webinar, link and CD for one
price when registrant sign up by deadline
 Offer discounts for multiple sites
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15. Promotion schedule
 Series of 5 emails
 Send first email 4 weeks in advance
 Expect most sign-ups to come in last 2 weeks
Other Approaches:
 Affiliate arrangements with others in field
 Advertising /links on select websites
 Get presenters to promote webinar to their lists
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16. Who can use paid webinar model
 Providers of specialized information
 Large universe of prospective registrants
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17. Paid Content Can Provide Real Value for Customers
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18. Intro to Mary O’Brien
 Employee #68 at GoTo.com
 Focused on Search Engine Marketing Since 1998
 Trained over 7000 advertisers on SEM in Yahoo and
Adcenter Workshops and through PPC Summits since
2003
 Currently teaching online classes on AdWords, SEO &
Social Media, Small Business Search Marketing, Effective
Ecommerce, Lead Generation and Landing Page
Optimization
 Accent – English? Irish? American?
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19. Intro to Internet Marketing
Institute
 Providing actionable and strategic internet marketing
training to small and medium sized businesses and
agencies in an accessible, affordable way
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20. Internet Marketing Institute
Initial Offering
 4 - 5 paid Seminar series per year
 Designed to provide accessible expert content at attendee’s
convenience
 Seminars are recorded and accessible for 90 days after event
 Each Seminar series focuses on a specific Internet Marketing topic
 Seminar’s for 2011 cover:
 AdWords Advertising
 SEO & Social Media
 Online Retailing
 Inbound Marketing
 Typical Series – 18 Classes, 18 – 20 Experts, 45 – 70 minutes long
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21. Seminar Value
 2 Free Preview Webinars per Seminar
 Pricing: Early Bird - $297, Regular - $597
 Content is focused on Actionable Strategies and expert
insider tips
 Lots of Q & A and access to at least 18 experts
 Members area for:
 Additional questions
 Bonuses & white papers
 90 day access to recordings
 Session transcripts
 Interaction and brainstorming with peers
 Typical bonuses offer dollar value equal to the event price
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22. Business Case for Webinars
 Webinars are less expensive to produce and cost
savings can be passed back to attendees
 Webinars are more accessible to international
customers
 Webinars support a broadening of our online offering
 Webinars lend themselves better to the training model
than large conferences
 Webinars provide many of the interactive features of
live events that allow for effective adult learning
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23. Previous Model
 1 and two day conference events
 200 – 300 attendees
 10 – 20 sponsors/exhibitors
 Specifically about Paid Search advertising
 Typically $695 - $1295
 Long sales & marketing cycle
 Very expensive to produce
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24. Current Marketing Model
 Typically 6 – 8 week marketing cycle
 Most people register to take advantage of Early Bird rate
 2 preview webinars per event
 Marketing via email to large list and some Social Media,
also testing direct mail and search engine marketing
 Shorter marketing cycle allows us to offer more niche
content, more frequently
 Recognizable experts are a real draw
 Using email reminders, live chat and recording through
Ready Talk system to increase attendee engagement and
learning
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25. New Business Model
 More manageable cash flow
 Able to provide training to a much larger audience
 Opportunity to build a global brand
 Extend our online product offering
 Maintaining integrity of events and continuing to
receive high reviews and positive feedback from
attendees
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26. Contact Us
mobrien@internetmarketinginstitute.com
Follow Mary O’Brien on Twitter:
@MktgInstitute
Upcoming IMI Events:
AdWordsAdvantage.com May 10 – 19
SEOandSocialMediaSuccess.com July 12 – 21
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