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

2015 WEBATTRACT

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

Attract

Engage

Convert

2015 WEBATTRACT

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

2015 WEBATTRACT

74/27/2015Citrix - WA Part 1- Winning Minds and Markets With Thought Leadership Webinars

Can you relate?

Setting the Stage

2015 WEBATTRACT

Create a Winning Content Marketing Webinar Series Strategy9/20/20158

An Ongoing Balancing Act

LogisticsBusiness DriversHuman Factors

Technology

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

9/20/2015

Managing The Webinar Life CycleWeeks 1-8

2015 WEBATTRACT

119/20/2015WebinarReady Overview for OMI

The Production Script and FrameworkDeadline Driven MethodologyBest PracticesWebinar LifecycleMetrics Analytics

2015 WEBATTRACT

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

2015 WEBATTRACT14

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.

Target Benchmarks

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

Sent

Opened

Bounced

Clicked

Delivered

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

Online Polls

Exit Surveys

Audience Retention

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%

2015 WEBATTRACT

After 2 Weeks We Only Had 32 People Register for a CTR of 2%

2015 WEBATTRACT

1

Reviewed all messaging

2

Landing page sounded like an overt sales pitch

3

Regrouped and started all over

4

Recruited editor of Composites World

5

Relaunched with new messaging & subject linesDiagnosis

2015 WEBATTRACT

2015 WEBATTRACT

Webinar Registration OutcomesRegistered 638 (Same List)Reached 69 Countries Improved CTR 11xs to 22%Attended: 124 35%Attendee Satisfaction 96%

2015 WEBATTRACT

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 mike@webattract.com by Mike Agron of WebAttract Informational Webinars.

How 2 Emerging and 2 Global Brands Transformed their Webinars to Drive New Business

Hello Mike,

We are reaching out to let you know there is still time to register for this timely webinar on Thursday, so please be sure to reserve your space today.

Are you delivering webinars that engage with prospects and mee