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5 Unforgettable Webinar Steps 
To Grow Your Sales & Leads 
Online 
www.thedigitaldelusion.com 
Doyle Buehler 
@doylebuehler
Welcome! 
• What we’ll cover 
• Why Webinars & Why For Your Business? 
• Developing a Strategy & Making It Work 
• Tools & Resources 
• Admin Stuff 
• Please type in your questions along the way 
• Audio/video check? 
• Screenshots? Yes! [Jing] 
• Slide deck on Slideshare 
http://bit.ly/doylebuehler05
Hello, My Name is… Doyle Buehler 
•Multiple start-up businesses in the online ecommerce consumer market; 
fastest growing company in Canada; Canadian Innovation Award, multiple 
US patents. 
•Educator – teach Strategy, Business Planning & Entrepreneurship 
•Considerable time working on the “inside” of Marketing Agencies, along 
with major Fortune 500 clients, putting the pieces together. 
•Judge for Australian Web Industry Association 2014; Presenter for the 
Australian Marketing Institute Congress 2014
Want To Win A Paperback Copy of my 
book on Digital Leadership, “The Digital 
Delusion: How To Overcome The 
Misguidance & Misinformation 
Online”? 
Tweet @doylebuehler 
#thedigitaldelusion 
#digitalleadership
)1 300 681 911 * doyle@TheDigitalDelusion.com  www.TheDigitalDelusion.com
How I spent $250,000+ on a website
What Parts of 
Your Digital 
Ecosystem Are 
You Using? 
Are you able to use all 
of them effectively, 
simultaneously? 
Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO, 
Sales, Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals & 
Images, Strategy Plan, Training, Content Creation…
Deadly Digital 
)1 300 681 911 * doyle@TheDigitalDelusion.com  www.TheDigitalDelusion.com
What Are Your Goals 
Of This Webinar? 
1 _______________________ 
2 _______________________ 
3 _______________________ 
Please share @doylebuehler #digitalleadership
What Questions Do 
You Need To Answer? 
1 _______________________ 
2 _______________________ 
3 _______________________ 
Please share @doylebuehler #digitalleadership
What Are Your Online 
Challenges/Problems 
With Webinars? 
1 _______________________ 
2 _______________________ 
3 _______________________ 
Please share @doylebuehler #digitalleadership
Ready to Get Started With Webinars?
5 Unforgettable Webinar Steps To Grow Your Sales & Leads Online by Doyle Buehler for SEMrush
5 Unforgettable Webinar 
Steps 
To Grow Your Sales & Leads 
Online 
1. Purpose 
2. Content/Audience 
3. Process 
4. Platform 
5. Promotion
Purpose
#1 Purpose 
– What’s Your Strategy 
– Leads? Sales? 
– Training & education
Why Webinars? 
• Building Your Digital Leadership 
1. Influence 
2. Authority 
3. Knowledge 
• Educating & Informing 
• Content Creation (your content explosion!) 
• Sales, Leads & Contacts
• Strategy – WHY? 
• What are you “about”? 
• What is your value (WIIFM)? 
• How Webinars “fit” across your digital 
ecosystem? 
• Your Content Strategy – WHAT? 
• Your Stories 
• Your Value 
• Conveying your value & stories 
• Your Customer Personas
Are You Missing 67% of 
Your Market? 
The people that are perfect, ideal clients for 
you can be broken down into the following 
percentages: 
• 3% - “ACTIVELY” Shopping & Ready To Buy 
• 7% - “OPEN” to You 
• 30% - “AWARE” for the future 
• 30% - Currently “UNCONSCIOUS” of You 
• 30% - NEVER
Definition of a Leads/Sales Funnel 
“Just because they are not actively 
shopping, doesn’t mean they will 
never buy from you!” 
Webinars are about being able to move people into 
your own conversion/sales/lead funnels… NOT just 
about a single transactional sale
NOT just a leads platform, but 
an Education platform
Why Do People Organise Webinars? 
http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
Webinar PURPOSE 
Checklist 
What is Your Strategy? 
What VALUE are you delivering? 
How will you deliver your value?
HOT Seat #1 
• When is YOUR 
next Webinar?
Content
#2 Content 
– Who is your audience? 
– What’s in it for them 
– What value are you delivering 
– Entry point to your digital ecosystem 
– Add true, remarkable value - Don’t hold back 
– Make it part of your sales funnel 
– Content redistribution
What Are YOU Going To “TALK” 
About?
Your CONTENT Drives Your 
Audience 
• What is YOUR Original Content? 
– Not all sales 
– Your Business Value 
– WIIFM? “What’s In It For Me” 
• Where is your Digital Leadership?
What Do You DO with Your Audience?
http://www.on24.com/
http://www.on24.com/
http://www.on24.com/
Webinar Content 
Checklist 
What Are You Going To Talk About? 
What VALUE are you delivering? 
Who EXACTLY is YOUR Audience?
HOT Seat #2 
• What will your 
next webinar 
be about?
The Process
#3 Process 
– Steps you can take to run a webinar 
– Tools that you can use
Webinar Structure 
• Focus on Learning/Experience/Information 
• Dynamic 
• Less time “primping” about how awesome 
you are 
• Less pitch – more filling
How To Organise A Webinar 
http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
INFLUENCE To ACTION 
• Move your 
attendees to your 
own lists and own 
pages. 
• Not about 
“engagement” 
• About Digital 
Leadership & 
INFLUENCE
The Best Tools 
• Social & sharing 
• Q & A 
• Surveys 
• Polling 
• Chats 
• Collaboration 
• White boards
What to Avoid 
• Excessively long webinars 
• All fluff and no substance 
• Not just about sales – about people 
entering your long-term sales funnel 
• Don’t be boring!
Webinar Process 
Checklist 
What Process Are You Building? 
Are You Automating Your Process? 
How Will You Improve Your Process For 
Your Next Webinar? 
How Are You Using Your Tools?
HOT Seat #3 
• Who EXACTLY 
are you 
marketing to?
The Platform
#4 Platform 
– What Technology to use 
– Features that work well with webinars
How To Select A Webinar 
Platform 
1. Webinar software Cost & ROI 
2. Traffic/user capabilities 
3. Session Recording 
4. Marketing Capabilities 
5. Landing page creation 
6. Communications & Follow-through 
7. Detailed Statistics 
8. Other Options 
– Payment Gateway for Paid session 
– Integration with existing software – infusionsoft, 
mailchimp, CRMs, etc.
What Your Webinar 
Platform Needs 
1. Registration or Opt-in Page 
2. Way to Capture Registrations & Emails (& 
Automated) 
3. Platform 
4. Back-up plan to record webinar (i.e. Camtasia) 
5. Presentation & Creation software 
6. Method for “offers” or next steps 
7. Follow up with emails/contact
Webinar Platforms 
• ON24 
• GotoWebinar/Meeting 
• Anymeeting 
• WebinarJam 
• Google Hangouts 
• Click Meeting
Webinar Platform 
Checklist 
What platform will you use? 
How will you set it up for your audience? 
What are your “Must-haves” for a webinar 
platform? Marketing? Stability? 
Recording?
HOT Seat #4 
• How will you 
incentivize your 
audience to 
join your 
webinar or join 
your sales 
funnel?
Promotion
#5 Promotion 
– Partnerships! 
– Guests 
– Incentives 
– Don’t forget post-webinar promotion 
– Content redistribution!
Don’t Forget! Promote 
Your Webinar! 
http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
How TO EXPLODE Your Content With a 
Single Webinar 
1. Run your Webinar 
2. Record screencast video as a prerecorded webinar (Camtasia) 
3. Use the recorded video as part of your training program 
4. Record (or separate) audio and post as a podcast/audio file on 
soundcloud.com or itunes 
5. Use your presentation and post to Slideshare.com 
6. Write a blog post and embed the video, audio and slideshare 
presentation onto your website 
7. Use the individual slide images as branded images on your 
visual social channels – instagram, Facebook, Twitter 
#8 SHARE! SHARE! SHARE!
Webinar Promotion 
Checklist 
 How Are You Promoting? Not just the 
event, but also your post-webinar content? 
 How are you distributing your content, post-webinar? 
 Who are your partners that have a 
complementary audience? 
 What incentives are you using to get 
people to your webinar? What “Gifts” or 
Free downloads do you have?
HOT Seat #5 
• How Will You 
Use Your Next 
Webinar To 
Grow Your 
Audience?
Wake UP! Your Webinar Awaits!
5 Unforgettable Webinar 
Steps 
To Grow Your Sales & Leads Online 
1. Purpose 
2. Content 
3. Process 
4. Platform 
5. Promotion
10 BIGGEST Webinar 
Mistakes 
1. What is your topic? Did you pick the correct one for your 
audience? 
2. Are you marketing your webinar? 
3. Do you deliver on your promise? 
4. Is it just a pitch fest? 
5. Is it focused or wandering? 
6. Too much information? 
7. How is the timing? 
8. Is there a reason to stay till the end? 
9. Have you tested – EVERYTHING? 
10. Did you follow-up
A Few Last Words About Your Webinar 
• Consistently deliver your value 
– Educate 
– Inform 
– Delight 
• Insights – Insights – Insights! 
– See what is working and what is 
not 
• DON’T HARD SELL – 
INFLUENCE TO ACTION 
• Your Value & Your Content? HOW 
do you deliver it? 
• Your ROI? WHERE is the 
Money? Move your fans to your 
own lists and own pages.
Resources 
• http://e3webcasting.com/top-7- 
webinar-statistics-you-should-know/ 
• http://www.socialmediatoday.com/cont 
ent/webinar-attendee-and-registration- 
statistics-infographic 
• http://www.on24.com/resources/resou 
rce-center/ 
• Upcoming Webinar Events 
http://bit.ly/events1999
FREE Prize Inside! 
Win A Paperback Copy of my book 
on Digital Leadership, “The Digital 
Delusion: How To Overcome The 
Misguidance & Misinformation 
Online” 
Tweet @doylebuehler 
#thedigitaldelusion 
#digitalleadership
Download the 
Free eBook NOW 
From 
www.thedigitaldelusion.com/2 
)1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com
What’s Next? 
• Let’s connect! Linkedin, Twitter, Facebook 
– Search ‘Doyle Buehler’ 
• Need any Tips? Please email me with ANY 
questions doyle@thedigitaldelusion.com 
• Call me +61 (0) 413106880
Are You Ready to 
“Click To Save The World” 
• Full Book Download Page (Free Digital PDF Copy): 
www.thedigitaldelusion.com/2 
• LinkedIn: http://au.linkedin.com/in/doylebuehler/ 
• Facebook: https://www.facebook.com/doyle.buehler 
• Twitter: @doylebuehler www.twitter.com/doylebuehler 
• email: doyle@thedigitaldelusion.com 
• Mobile +61 413 106 880 
• Download the slide deck on slideshare: 
http://bit.ly/doylebuehler05
THANK YOU! 
• Thank you for everyone who attended, 
who really wants to make a difference with 
their business online 
• Special Thanks to SEMRush for hosting 
this webinar!
MISTAKE #2: No Content 
Are you a do-er or a copy-er? 
• What’s Your Content Plan? 
Let me know what you think. 
Please send any feedback or comments to 
doyle@thedigitaldelusion.com

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5 Unforgettable Webinar Steps To Grow Your Sales & Leads Online by Doyle Buehler for SEMrush

  • 1. 5 Unforgettable Webinar Steps To Grow Your Sales & Leads Online www.thedigitaldelusion.com Doyle Buehler @doylebuehler
  • 2. Welcome! • What we’ll cover • Why Webinars & Why For Your Business? • Developing a Strategy & Making It Work • Tools & Resources • Admin Stuff • Please type in your questions along the way • Audio/video check? • Screenshots? Yes! [Jing] • Slide deck on Slideshare http://bit.ly/doylebuehler05
  • 3. Hello, My Name is… Doyle Buehler •Multiple start-up businesses in the online ecommerce consumer market; fastest growing company in Canada; Canadian Innovation Award, multiple US patents. •Educator – teach Strategy, Business Planning & Entrepreneurship •Considerable time working on the “inside” of Marketing Agencies, along with major Fortune 500 clients, putting the pieces together. •Judge for Australian Web Industry Association 2014; Presenter for the Australian Marketing Institute Congress 2014
  • 4. Want To Win A Paperback Copy of my book on Digital Leadership, “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”? Tweet @doylebuehler #thedigitaldelusion #digitalleadership
  • 5. )1 300 681 911 * doyle@TheDigitalDelusion.com  www.TheDigitalDelusion.com
  • 6. How I spent $250,000+ on a website
  • 7. What Parts of Your Digital Ecosystem Are You Using? Are you able to use all of them effectively, simultaneously? Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO, Sales, Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals & Images, Strategy Plan, Training, Content Creation…
  • 8. Deadly Digital )1 300 681 911 * doyle@TheDigitalDelusion.com  www.TheDigitalDelusion.com
  • 9. What Are Your Goals Of This Webinar? 1 _______________________ 2 _______________________ 3 _______________________ Please share @doylebuehler #digitalleadership
  • 10. What Questions Do You Need To Answer? 1 _______________________ 2 _______________________ 3 _______________________ Please share @doylebuehler #digitalleadership
  • 11. What Are Your Online Challenges/Problems With Webinars? 1 _______________________ 2 _______________________ 3 _______________________ Please share @doylebuehler #digitalleadership
  • 12. Ready to Get Started With Webinars?
  • 14. 5 Unforgettable Webinar Steps To Grow Your Sales & Leads Online 1. Purpose 2. Content/Audience 3. Process 4. Platform 5. Promotion
  • 16. #1 Purpose – What’s Your Strategy – Leads? Sales? – Training & education
  • 17. Why Webinars? • Building Your Digital Leadership 1. Influence 2. Authority 3. Knowledge • Educating & Informing • Content Creation (your content explosion!) • Sales, Leads & Contacts
  • 18. • Strategy – WHY? • What are you “about”? • What is your value (WIIFM)? • How Webinars “fit” across your digital ecosystem? • Your Content Strategy – WHAT? • Your Stories • Your Value • Conveying your value & stories • Your Customer Personas
  • 19. Are You Missing 67% of Your Market? The people that are perfect, ideal clients for you can be broken down into the following percentages: • 3% - “ACTIVELY” Shopping & Ready To Buy • 7% - “OPEN” to You • 30% - “AWARE” for the future • 30% - Currently “UNCONSCIOUS” of You • 30% - NEVER
  • 20. Definition of a Leads/Sales Funnel “Just because they are not actively shopping, doesn’t mean they will never buy from you!” Webinars are about being able to move people into your own conversion/sales/lead funnels… NOT just about a single transactional sale
  • 21. NOT just a leads platform, but an Education platform
  • 22. Why Do People Organise Webinars? http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
  • 23. Webinar PURPOSE Checklist What is Your Strategy? What VALUE are you delivering? How will you deliver your value?
  • 24. HOT Seat #1 • When is YOUR next Webinar?
  • 26. #2 Content – Who is your audience? – What’s in it for them – What value are you delivering – Entry point to your digital ecosystem – Add true, remarkable value - Don’t hold back – Make it part of your sales funnel – Content redistribution
  • 27. What Are YOU Going To “TALK” About?
  • 28. Your CONTENT Drives Your Audience • What is YOUR Original Content? – Not all sales – Your Business Value – WIIFM? “What’s In It For Me” • Where is your Digital Leadership?
  • 29. What Do You DO with Your Audience?
  • 33. Webinar Content Checklist What Are You Going To Talk About? What VALUE are you delivering? Who EXACTLY is YOUR Audience?
  • 34. HOT Seat #2 • What will your next webinar be about?
  • 36. #3 Process – Steps you can take to run a webinar – Tools that you can use
  • 37. Webinar Structure • Focus on Learning/Experience/Information • Dynamic • Less time “primping” about how awesome you are • Less pitch – more filling
  • 38. How To Organise A Webinar http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
  • 39. INFLUENCE To ACTION • Move your attendees to your own lists and own pages. • Not about “engagement” • About Digital Leadership & INFLUENCE
  • 40. The Best Tools • Social & sharing • Q & A • Surveys • Polling • Chats • Collaboration • White boards
  • 41. What to Avoid • Excessively long webinars • All fluff and no substance • Not just about sales – about people entering your long-term sales funnel • Don’t be boring!
  • 42. Webinar Process Checklist What Process Are You Building? Are You Automating Your Process? How Will You Improve Your Process For Your Next Webinar? How Are You Using Your Tools?
  • 43. HOT Seat #3 • Who EXACTLY are you marketing to?
  • 45. #4 Platform – What Technology to use – Features that work well with webinars
  • 46. How To Select A Webinar Platform 1. Webinar software Cost & ROI 2. Traffic/user capabilities 3. Session Recording 4. Marketing Capabilities 5. Landing page creation 6. Communications & Follow-through 7. Detailed Statistics 8. Other Options – Payment Gateway for Paid session – Integration with existing software – infusionsoft, mailchimp, CRMs, etc.
  • 47. What Your Webinar Platform Needs 1. Registration or Opt-in Page 2. Way to Capture Registrations & Emails (& Automated) 3. Platform 4. Back-up plan to record webinar (i.e. Camtasia) 5. Presentation & Creation software 6. Method for “offers” or next steps 7. Follow up with emails/contact
  • 48. Webinar Platforms • ON24 • GotoWebinar/Meeting • Anymeeting • WebinarJam • Google Hangouts • Click Meeting
  • 49. Webinar Platform Checklist What platform will you use? How will you set it up for your audience? What are your “Must-haves” for a webinar platform? Marketing? Stability? Recording?
  • 50. HOT Seat #4 • How will you incentivize your audience to join your webinar or join your sales funnel?
  • 52. #5 Promotion – Partnerships! – Guests – Incentives – Don’t forget post-webinar promotion – Content redistribution!
  • 53. Don’t Forget! Promote Your Webinar! http://e3webcasting.com/top-7-webinar-statistics-you-should-know/
  • 54. How TO EXPLODE Your Content With a Single Webinar 1. Run your Webinar 2. Record screencast video as a prerecorded webinar (Camtasia) 3. Use the recorded video as part of your training program 4. Record (or separate) audio and post as a podcast/audio file on soundcloud.com or itunes 5. Use your presentation and post to Slideshare.com 6. Write a blog post and embed the video, audio and slideshare presentation onto your website 7. Use the individual slide images as branded images on your visual social channels – instagram, Facebook, Twitter #8 SHARE! SHARE! SHARE!
  • 55. Webinar Promotion Checklist  How Are You Promoting? Not just the event, but also your post-webinar content?  How are you distributing your content, post-webinar?  Who are your partners that have a complementary audience?  What incentives are you using to get people to your webinar? What “Gifts” or Free downloads do you have?
  • 56. HOT Seat #5 • How Will You Use Your Next Webinar To Grow Your Audience?
  • 57. Wake UP! Your Webinar Awaits!
  • 58. 5 Unforgettable Webinar Steps To Grow Your Sales & Leads Online 1. Purpose 2. Content 3. Process 4. Platform 5. Promotion
  • 59. 10 BIGGEST Webinar Mistakes 1. What is your topic? Did you pick the correct one for your audience? 2. Are you marketing your webinar? 3. Do you deliver on your promise? 4. Is it just a pitch fest? 5. Is it focused or wandering? 6. Too much information? 7. How is the timing? 8. Is there a reason to stay till the end? 9. Have you tested – EVERYTHING? 10. Did you follow-up
  • 60. A Few Last Words About Your Webinar • Consistently deliver your value – Educate – Inform – Delight • Insights – Insights – Insights! – See what is working and what is not • DON’T HARD SELL – INFLUENCE TO ACTION • Your Value & Your Content? HOW do you deliver it? • Your ROI? WHERE is the Money? Move your fans to your own lists and own pages.
  • 61. Resources • http://e3webcasting.com/top-7- webinar-statistics-you-should-know/ • http://www.socialmediatoday.com/cont ent/webinar-attendee-and-registration- statistics-infographic • http://www.on24.com/resources/resou rce-center/ • Upcoming Webinar Events http://bit.ly/events1999
  • 62. FREE Prize Inside! Win A Paperback Copy of my book on Digital Leadership, “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online” Tweet @doylebuehler #thedigitaldelusion #digitalleadership
  • 63. Download the Free eBook NOW From www.thedigitaldelusion.com/2 )1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com
  • 64. What’s Next? • Let’s connect! Linkedin, Twitter, Facebook – Search ‘Doyle Buehler’ • Need any Tips? Please email me with ANY questions doyle@thedigitaldelusion.com • Call me +61 (0) 413106880
  • 65. Are You Ready to “Click To Save The World” • Full Book Download Page (Free Digital PDF Copy): www.thedigitaldelusion.com/2 • LinkedIn: http://au.linkedin.com/in/doylebuehler/ • Facebook: https://www.facebook.com/doyle.buehler • Twitter: @doylebuehler www.twitter.com/doylebuehler • email: doyle@thedigitaldelusion.com • Mobile +61 413 106 880 • Download the slide deck on slideshare: http://bit.ly/doylebuehler05
  • 66. THANK YOU! • Thank you for everyone who attended, who really wants to make a difference with their business online • Special Thanks to SEMRush for hosting this webinar!
  • 67. MISTAKE #2: No Content Are you a do-er or a copy-er? • What’s Your Content Plan? Let me know what you think. Please send any feedback or comments to doyle@thedigitaldelusion.com

Hinweis der Redaktion

  1. How to start to engage with your audience to get INFLUENCE TO ACTION
  2. Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO, Sales, Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals & Images, Strategy Plan, Training, Content Creation, Branding
  3. Digital Doesn’t need to be difficult!
  4. It’s easier than you think
  5. POLL: Is it a webinar? A Screencast? A Webcast?
  6. The P’s & C of Webinar marketing
  7. You can only get there with a clear strategy. Conclusion? NOT everyone is ready to buy RIGHT NOW
  8. NOT a sales platform, but a networking platform
  9. Educating Existing and potential customers Lead generation Building a strong position in the market Converting new contacts Making new contacts Making a webinar recording for content development
  10. Registrants versus actual webinar attendees: Not every registrant attends your webinar. According to ON24′s research, about 42% of people attend a typical marketing webinar. One way to make sure more people are able to see your webinar is to host a replay or second showing and invite the no-shows! Webinar invitation timing: Most attendees will register the week of your webinar. In fact, many people will register (and attend) the day of the webinar if you send out reminder emails or social media posts. The lesson is, plan in advance, but realize that most people will attend opportunistically. Length of the Webinar: Timing varies, but the average viewing time is between 45-60 minutes. Don’t save you call-to-action until the last few minutes or you may have lost a portion due to drop-offs. I like to do the CTA somewhere in the middle of the webinar (and reinforce it later), or just at the end, right before the Q&A section. Webinar Replays: According to the study, 25% of registrants view the replay. If you promote your replay, you can get both original “no shows” and net new registrants to attend your replay. In fact, it can be an asset you use for weeks or months. Webinar Day of the Week: According to the study, Tuesday’s best, with Wednesday and Thursday coming after that Time of Day: 10am to be the most popular time – not too far off. Again, you can test different times to see which one results in better attendance rates for your business.
  11. People come to webinars to learn about something that they need – not just to buy your products
  12. RUN A SURVEY – detail out each one
  13. How to get bums in seats
  14. Look at how you can make it into a joint venture, or get partners to help promote your offering
  15. Don’t forget paid advertising to help spread your message SEMrush uses twitter and their newsletters quite effectively
  16. The P’s & C of Webinar marketing
  17. Linkedin Publish is gaining in importance