getting started with lead generating webinars - for manufacturing
TRANSCRIPT
Getting Started with Lead Generating Webinars
Webinar 1 of 4: Lead Generating Webinars for Manufacturing Companies – a How To series
Speakers
Bruce McDuffeeKnowledge Marketing for Industry
(KMI)
Dan LevyMarketing Strategist and
Writer
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 2
Housekeeping
1. Will we get a copy of the recorded webinar?
2. Can I ask questions?
3. Will we be able to get a copy of the slides?
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 3
Agenda
1. Planning – Plan the Webinar and Work the Plan
2. Finding the Best Topic for Maximum Engagement
3. Why do Educational Topics Outperform Product Topics?
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 4
Takeaways
1. Use the webinar checklist to put your plan into action
2. Find a sweet spot topic that will get you more registrants
3. Define a mission statement for your webinar series
4. Be able to articulate why educational topics outperform product topics
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 5
Make a PlanUse the checklist
The Webinar Checklist
• Plan the work and work the plan
• Use the checklist
Download the checklist and other tools at:
http://knowledgemktg.com/webinar-toolkit.html
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 7
The Webinar Checklist
1. Start-up
2. Branding
3. Choose the team
4. Tools
5. Promotion
6. Webinar execution
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 8
Finding the Best TopicSweet spot and webinar mission statement
Identify Your Target Audience
• Industry
• Geography
• Title
• Revenue or employee numbers
• Where to they go for information?
• Who else owns this audience?
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 10
Find a Relevant Topic
• What makes the topic relevant?
• Give them something they can use!
Clue: The best webinars are not about your product!
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 11
What is Their Problem?
• Pain
• Passion
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 12
What is Your Expertise?
• It’s not your product.
• Unique expertise is best, but not required.
• You want to become the ‘go to’ expert for your target audience.
• Where are your experts?
• Product managers, R&D team, customer service, engineers
• Avoid using sales people as your experts
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 13
Find the Sweet Spot?
How can your firm’s experts and knowledge help the people in your target audience
• Be better at something
• Have less pain
• Intensify their passion
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 14
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 15
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 16
Humidity Measurement
Humidity is a very
difficult
measurement
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 17
Humidity Measurement
Humidity is a very
difficult
measurement
Humidity
measurement
science & experts
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 18
Humidity Measurement
Humidity is a very
difficult
measurement
Humidity
measurement
science & experts
Teach them
about the
science of
humidity
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 19
General Aviation Pilots
Pilots love to fly and
want to be the best.
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 20
General Aviation Pilots
Pilots love to fly and
want to be the best.
World’s best aviation
chart experts.
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 21
General Aviation Pilots
Pilots love to fly and
want to be the best.
World’s best aviation
chart experts.
Help them to be
better pilots with
better navigation
skills
Your Webinar Series Mission Statement is Born
• “We help the people in our target audience to be better _____________.”
• “By sharing our expertise about _________, the people in our target audience are more efficient ____________.”
• “To help the people in our target audience make a more reliable, dependable, accurate and repeatable measurement”
• “We help pilots be better pilots.”
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 22
Questions & Answers
Please enter questions into the chat window in the lower left of your control screen.
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 23
Here’s Why Educational Topics Work Best
Product marketing failsEducational marketing sails
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 25
Why does product marketing fail?Marketing to product features, benefits, differences creates a perception that the offering is the same between competitors because they all say the same things.
This is your target
audience
This small dot represents the people who are in the immediate mode to purchase your product at any given time they see your product message.
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 26
Why does educational marketing sail?Educating people in the target audience about their pain or passion gets the attention of a much larger group.
Target Audience
This large circle represents the people who are challenged with a particular issue and interested in addressing the issue now or some time in the future.
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 27
Product content is still important!
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 28
“
”
Insanity is defined as doing the same thing over and over again and expecting different results
- Albert Einstein
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 29
Summary
1. The Plan – use a checklist
2. Find a relevant topic – give them something they can use
3. Why educational topics work best (and product topics fail)
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 30
Takeaways
1. Use the webinar checklist to put your plan into action
2. Find a sweet spot topic that will get you more registrants
3. Define a mission statement for your webinar series
4. Learn why educational topics outperform product topics
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 31
Questions & Answers
Please type your questions in the chat window at the lower left of your screen.
Or feel free to email your questions to:
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 32
Next Webinar on January 8th
8 Steps of Webinar Production (part 1)• Proper planning is essential to the success of your webinar series. This webinar introduces an
8 Step Framework designed for manufacturing companies to help ensure your webinar success. In this webinar we discuss steps 1 to 4. After completing this webinar you will be able to:
• Collaboratively develop the foundational topic, audience, metrics and resources.
• Choose and motivate a production team.
• Choose the tools for production, broadcast and conversion.
Register at: www.knowledgemktg.com/webinars.html
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 33
Get Started Generating Leads with Webinars!
Get the toolkit at:
www.knowledgemktg.com/webinar-toolkit
Need help getting started with your own educational webinar series?
• Set up a webinar strategy call with Bruce
• Call 303-505-8009
• Email [email protected]
• Set up an appointment online http://knowledgemktg.com/turnkey-webinar-contact.html
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 34
Thank You
12/5/2014Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 35