the perfect webinar - how niche publishers can make serious money, build audience, inform and...

COPYRIGHT 2013 WEBATTRACT

Mike Agron

Webinar Demand Gen Expert

WebAttract, LLC

[email protected]

@WebinarReady

Carl Landau

Grand Poobah

Niche Media

[email protected]

@NicheMediaMan

The Perfect Webinar – How Niche Publishers Can Make Serious Money, Build Audience, Inform, and Entertain

(or, Why Webinars Don’t Have to Suck!)

Thursday

July 11, 2013

http://www.webattract.com/

mailto:[email protected]


Who’s In the Audience?

42% B2B

22% B2C

16% B2B + B2C

10% Association

10% Other

A diverse audience of over 350 professionals registered from 5 Countries representing 37 states and provinces:

Industry Media Types

What is Niche Media? Niche Media is…

Nashville, September 30 Nashville, October 1-2

Niche Media’s Blogs

Who is Carl Landau? Niche Media’s Grand Poobah became famous for sending cats in the mail.

Now he creates super-targeted events just for niche magazine publishers!

Learn more at NicheMediaHQ.com

Get more webinar wisdom from Mike Agron at the Niche Digital Conference:

Wide World of Webinars Learn sponsored webinar planning; lead generation goals; content approaches; and the key metrics to evaluate success!


Mike Agron


WebAttract, LLC

[email protected]

@WebinarReady

Sponsored by Citrix GoToWebinar

A Step-by-Step Guide to Hosting

Successful Webinars



What You Said You Wanted to Learn

51%

38%

7% 4%

Best Practices

Monetize

Other

How to Market Webinars


Topics

• Webinars: A Key Marketing Tactic

• How to Deliver Successful Webinars

• Niche Publisher Case Studies

• Pricing and supercharging sponsors ROI

• Best Practices: Top 10 Webinar Blunders

• Marketing 101: How to get started


Then - Reaching B2B Buyers


Today - Reaching B2B Buyers is Done Online


Content vs. Traditional Marketing

Informational vs. Sales Pitch

Case Study Product Centric

Best Practices – Lessons Learned Features - Benefits

Business Value, Metrics, ROI Pricing

Educates and makes buyers more intelligent with the objective of driving profitable customer action


2013 B2B Content Marketing Budgets & Trends

COPYRIGHT 2013 WEBATTRACT ©2012, WebAttract LLC

Client Case

Studies

Industry Analysts

Authors White Papers

Research Reports

Media Publishers are Natural Sources for Great Content & Thought Leaders


ANYBODY CAN DO A MEDIOCRE WEBINAR


Webinar Demand Generation Challenges

Attract Engage Convert


Supercharged Webinars C

om

me

rcia

l Ou

tco

me

s

Value to Your Audience


Outcomes

Metric Benchmark

Registration 250 – 1000+

Attendance 100 – 400+

Audience Retention 80% of Peak Audience

Audience Satisfaction 85%+ Met, Above, Exceeded

On Demand Viewings “The Gift That Keeps On Giving”

10% - 40% Registration


HOW TO PRODUCE AND HOST A SUCCESSFUL WEBINAR


Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers

Disruption – Pain Points Better Outcomes

Actively Looking for a Solution

OR


Supercharged Demand Generation Webinars are Content Driven, and…

• Disrupted Markets

• Disruptive Solution

• Passionate Speakers

• Measureable Outcomes

Status Quo

Moderator: Mike Agron, Executive Webinar Producer

Jim Ziegler President

Ziegler Super Systems

Terry Longmore General Manager

Beasley Ford Lincoln

Apple Automotive Group of York, PA

Randy Kobat VP of Strategic Initiatives

MPI

FEATURED PANEL

Sponsored by:

Case Study: How a Dealership Group Leveraged Service Leads to Increase New Car Sales


A Time for Story Telling


Think of a Radio Show With Pictures


It’s a Mini Theatrical Event From Let’s Go to Go Live!

Budget 6-8 Weeks

ACT I Setting the Stage

ACT IV Sound - Go Live!

ACT III Content - Practice

ACT II Recruit Audience

ACT V Post Webinar

©2012, WebAttract LLC


Methodology

Best Practices

Metrics

Getting WebinarReady


An Ongoing Balancing Act

Logistics Business Drivers Human Factors Technology


NICHE PUBLISHER CASE STUDIES


Case Study: Business Improvement

How To - Tutorial

Standards & Compliance

Popular Webinar Themes

©2012, WebAttract LLC


PRICING MODELS


Webinar Pricing Models

• CPL or Cost Per Lead

• Fixed Service Fee

• Media Sponsor

• Speaking Fees


SUPERCHARGING SPONSORS

ROI


Registering Decision Makers

Go

Liv

e!

Mid

Po

int

Q &

A

Ad

jou

rn

48%

23%

22%

7%

Do you recommend, specify or influence the purchase of products or services?

Yes, both

No, neither

Yes - Products

Yes - Services


Did the Webinar Move Intent to Purchase?

Go

Liv

e!

Mid

Po

int

Q &

A

Ad

jou

rn

47%

24%

24%

5%

Having attended today's Webinar, your plans to purchase or acquire products or services (26% Response):

Increased

Was just researching, but now intend to acquire

Was just researching and now see no need

Decreased


BEST PRACTICES : SO YOUR WEBINARS DON’T SUCK

TOP 10 WEBINAR BLUNDERS TO AVOID AT ALL COSTS


Blunder #1 Fail to Plan – Plan to Fail

Webinar Objectives

Audience Value

Define Success Factors

Call To Action

Analyze Life Cycle

Intelligence


Blunder #2 Not Making Your Audience the Top Priority


BEFORE EVENT

Gather profile data Interests

Social Media DURING WEBINAR

Online polls Live Questions Social Media

Surveys AFTER EVENT

Surveys On-Demand Views

Social Media Lead Nurturing

Blunder #3 Not Gathering Life Cycle Intelligence & Metrics


• Start 2.5 - 3 weeks before go live!

• The email subject line is most critical

• Use daily tracking metrics

• Do subject swaps for each Drip

• Consider A/B testing

Blunder #4 Poor Email Marketing Practices


• Find your speakers passion to be authentic

• Dialog vs. Monologue

• Practice flow, cues, transitions

• Visually appealing slides

Blunder #5 Death by PowerPoint


Sample of “BANT + Sales-Ready” Leads

Detailed background information on the prospect and the selling opportunity helps drive more productive sales results

Before


“BANT PLUS” SALES READY LEADS

Detailed background Information

on the prospect and the selling

opportunity helps drive more

productive sales results

After Budget

Authority

Need

Timeframe

Data Capture & Cleansing

Set Next Step(s)


Audio is the Achilles Heel of all Webinars

Blunder #6 Ignoring the Sound Check


Landline Handset

Free

Consumer Headset

Microphone $30 - $50

Professional Large Diaphragm USB Microphone

$100 up

How to Really Connect With Your Audience


• Trusted coach

• Orchestra leader

• Courage to be direct

• Manages all of the technology

Blunder #7 Failure to Utilize a Professional Moderator


• Technology surprises – Plan B

• Turn off all non essential apps

• Silence cell phones, turn off ringers, “Do Not Disturb Sign”

• Quiet on the set

Print out a hard copy of your PPT Notes Page slides

Blunder #8 Skip the Final Sound Check – Testing 1-2-3


• Start and end on time

• Welcome your audience

• Enthuse, excite but don’t sell

• Deliver on your promises

• Call to action or next steps

Blunder #9 Being Unprepared for the Go Live!

It’s all About Connection – Not Perfection


Blunder #10 Skipping Housekeeping & Post Webinar Analysis

• Edit & Archive Webinar Recording

• Send Thank You Emails With OD URL

• Do Final Analytics Report

• Did you Meet Your Outcomes?

• Begin Segmenting Leads

• Follow up on Unanswered Q/A


Final Curtain Call


How to Recruit Sponsors

• Identify disruption and changes in your industry/members

• Which advertisers or prospects have a great customer story or tutorial to share around process improvements

• Create a value prop & pricing model to attract sponsors

• Use our free WebinarReady™ checklists to start the planning process


Mike Agron


WebAttract, LLC

[email protected]

@WebinarReady

Carl Landau

Grand Poobah

Niche Media

[email protected]

@NicheMediaMan

The Perfect Webinar – How Niche Publishers Can Make Serious Money, Build Audience, Inform, and Entertain

(or, Why Webinars Don’t Have to Suck!)




To Continue the Conversation

WebAttract Thought Leadership Webinars and Webcasts

www.webattract.com or [email protected] Best Practice Videos - Case Studies – Blog - eBooks

Customer & Thought Leadership Webinars

October 1 – October 2 Nashville, TN

www.NicheDigitalConference.com



the perfect webinar - how niche publishers can make serious money, build audience, inform and...

Marketing

webattract webinars

webattract content

webattract whos

webattract topics webinars

webattract case study

webattract pricing models

perfect webinar

webinar wisdom