5 prescriptions for attracting and engaging your audience
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5 Prescriptions for Attracting and Engaging Your Audience
Mike AgronCo-FounderExecutive Webinar ProducerWebAttract, LLCmike@webattract.com @WebinarReady
2015 WEBATTRACTCreate a Winning Content Marketing Webinar Series Strategy19/20/2015
A time for telling a story with real business outcomes
24/27/2015WebinarReady Overview for OMI
Theatrical - Think of a radio show with pictures
2015 WEBATTRACTCreate a Winning Content Marketing Webinar Series Strategy39/20/2015Anthony:
A tip to make it easier to present to an invisible audience.
Have one or two people join you in the room. This is especially helpful if a speaker is more used to presenting to a live audience. It helps them see someones reactions instead of wondering how the audience is reacting.
Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers
44/27/2015Best Practices: Winning Webinar Strategies for Product Managers
1. Pick a winning topic that connects
2. Using KPIs to validate if youre on track or, if youre not
3. Motivate fence sitters to register
4. Make your speakers shine with table reads & dress rehearsals
5. Use lifecycle intelligence for post webinar follow upWebinar Producers & Demand Gen ProfessionalsMike AgronWhat were talking about today
2015 WEBATTRACT6 Key Webinar Metrics - BrightTALK Video & Webinar Summit9/20/20155
Recommended Complimentary Content
Content Marketing InstituteAdobe ConnectResearch Studies
The Art of Producing Webinars That WorkWebAttract
2015 WEBATTRACTBest Practices: Winning Webinar Strategies for Product Managers9/20/20156
Poll #1How many webinar invitations do you receive a week?
(Please select one)
NoneI receive 1-3 email invites a weekI receive 4-5 or more email invites a weekIve lost count
74/27/2015Citrix - WA Part 1- Winning Minds and Markets With Thought Leadership Webinars
Can you relate?
Setting the Stage
Create a Winning Content Marketing Webinar Series Strategy9/20/20158
An Ongoing Balancing Act
LogisticsBusiness DriversHuman Factors
2015 WEBATTRACTWebinarReady Overview for OMI94/27/2015
ACT ISetting the StagePlanning
ACT IVFinal Sound CheckGo Live!
ACT IIIContent ShapingTable Reads
ACT IIAttract AudienceTrack Metrics
ACT VPost WebinarConvertIts a Five Act Play
2015 WEBATTRACTWebinarReady Overview for OMI10
Managing The Webinar Life CycleWeeks 1-8
119/20/2015WebinarReady Overview for OMI
The Production Script and FrameworkDeadline Driven MethodologyBest PracticesWebinar LifecycleMetrics Analytics
12WebinarReady Overview for OMI9/20/2015Final Version10.13.10
Prescription #1: Pick a Winning Topic that ConnectsWebinar Producers & Demand Gen ProfessionalsMike Agron
2015 WEBATTRACT6 Key Webinar Metrics - BrightTALK Video & Webinar Summit9/20/201513
Better OutcomesPain Points - QuestionsActively Looking for a SolutionOR
Your Attendees are on a Journey Time to Sell is After the Webinar
9/20/2015Create a Winning Content Marketing Webinar Series StrategyAnthony to jump in add some comments
People buy when they are in pain(and have money to solve it)
Hint: Is your topic & content a must have or a nice to have
2015 WEBATTRACTThis is Barrys slide. Do you want all this info on here?
WebinarReady Overview for OMI9/20/201515
Disruptive Markets and Industry Shifts Provide Story Telling Beyond Sound BitesHighlight Innovative SolutionsPromote Thought Leadership
Confusion + Change = Opportunity
2015 WEBATTRACT169/20/2015Best Practices: Winning Webinar Strategies for Product Managers
Popular B2B Webinar Themes That Attract and Engage
2015 WEBATTRACTBrandHigh Performing B2B Webinar TopicsThemeWin and Keep Customers With Facebook: Tips for Local BusinessTutorialDesigning and Verifying Safety Instrumented SystemsStandardsHow Active Rehab Protocols Reduce Post Operative Recovery TimeTutorial StandardsCulture Shock: Shake-Up Your Company, Your Store, Your People and Sales Increases Will FollowTutorialSmarter Streets: Case Studies for Cities and Utilities Learn How the City of Baltimore and Washington Gas Reduced CostsCase StudyCase Study: How Merck is Using Virtual Team Building to Increase PerformanceCase Study
2015 WEBATTRACTAnthony will mention, when Im done, as the webinar producer, if a topic is presented that doesnt sound like its going to engage an audience, share your concerns and speak up and Create a Winning Content Marketing Webinar Series Strategy9/20/201518
No Shortage of Great B2B Content Sources
GREAT CONTENT!Case StudiesIndustry AnalystsClients PartnersPublishers Editors AuthorsWhite Papers
Educates and makes buyers more intelligent with the objective of driving profitable customer action
2015 WEBATTRACTCreate a Winning Content Marketing Webinar Series Strategy199/20/2015
Prescription #2: Using KPIs to validate if youre on track, or if youre notWebinar Producers & Demand Gen ProfessionalsMike Agron
2015 WEBATTRACT6 Key Webinar Metrics - BrightTALK Video & Webinar Summit9/20/201520
Tracking metrics before, during and after provides actionable insights for producing predictable outcomes
2015 WEBATTRACTBest Practices: Winning Webinar Strategies for Product Managers219/20/2015Lori It now gives me great pleasure to bring on our featured speaker and webinar thought leader and author, Mike Agron.
After a successful career with such companies as Apple, Oracle and MapInfo, he founded WebAttract , a professional services and training firm to help marketing and sales professionals excel at demand generation using webinars.
Mike is both the co-founder of WebAttract and our Executive Webinar Producer and as you can see, thats his real license plate, so lets bring on Mike.
CUE Mike comes on with Webcam, and then thanks Brian and the audience and gets to the next slide and sets up the day.
Going beyond your house list
Execute 3 weeks before go live with a measured rhythm of 4-5 spaced Drips50,000 ContactsMatch WebinarValue PropositionRegister - of 1%125 250+Attendance40% Registration50 100+Use back of the envelope projections to determinelikely registration and attendance outcomes
2015 WEBATTRACTAudience Reruitment.2.24.104/27/201522WebinarReady Overview for OMI224/27/2015When Im done, Anthony will ask a 2 part question:
When do you recommend starting to execute your email campaignWhat is your best practice for how many emails or drips youll send?
The Six Key Email Webinar Invitation Metrics
Opted OutSPAM2012, WebAttract LLC
2015 WEBATTRACTWebinarReady Overview for OMI4/27/201523
The Six Key Performance Webinar Metrics
Click Thru Ratio or CTR
Attendee Ratio or AR
On Demand Viewings2012, WebAttract LLC
2015 WEBATTRACTWebinarReady Overview for OMI4/27/201524
What Does It Measure?What Does It Predict?Percent of PeoplePeople who RegisterClick to Registration PageRegistration - AttendanceRegistration landing pageMessage and value prop
Click Thru Ratio (CTR) Is The Gold Standard
< 20 %
25 % +/-
35 % +
2015 WEBATTRACTCMI Citrix - WA Part 1- Supercharging Your Webinar Demand Generation Outcomes5.22.13 4/27/201525
When a Campaign Isnt PerformingHow to Save it From Flat Lining
2015 WEBATTRACTCMW2013 Don't Just Don Webinar - Create a Winning Thought Leadership Series264/27/2015
Initial Email Campaign Metrics Looked Promising...TouchpointDeliveredOpensOpens %UnsubscribeUnsubscribe %TP#1 79,5958,79011.04%6260.79%TP#2 93,5795,2835.65%3680.39% 173,174 14,073 8.13% 994 0.57%
After 2 Weeks We Only Had 32 People Register for a CTR of 2%
Reviewed all messaging
Landing page sounded like an overt sales pitch
Regrouped and started all over
Recruited editor of Composites World
Relaunched with new messaging & subject linesDiagnosis
Webinar Registration OutcomesRegistered 638 (Same List)Reached 69 Countries Improved CTR 11xs to 22%Attended: 124 35%Attendee Satisfaction 96%
Best Practices: Winning Webinar Strategies for Product Managers4/27/201531
Prescription #3: Motivate Fence Sitters to RegisterWebinar Producers & Demand Gen ProfessionalsMike Agron
2015 WEBATTRACT6 Key Webinar Metrics - BrightTALK Video & Webinar Summit9/20/201532
2015 WEBATTRACTWebinarReady Overview for OMI4/27/201533
This email was sent to firstname.lastname@example.org by Mike Agron of WebAttract Informational Webinars.
How 2 Emerging and 2 Global Brands Transformed their Webinars to Drive New Business
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