The How and The Why of Effective Webinars

Well executed, educational webinars generate more leads at a
lower cost per lead than any other marketing activity.
The ‘How’ and the ‘Why’ of
WEBINARS
Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) - bruce.mcduffee@knowledgemktg.com

Agenda
1. What is a ‘Webinar’?
2. Why do people attend a webinar?
3. Why do companies produce and broadcast a webinar?
4. What are the components of an effective webinar?
5. The all important ‘Objective’
6. How to choose content and speakers
7. How to promote a webinar
8. The importance of a simple and complete registration process
9. Without follow up, there is limited conversion
10. 10 Best Practices
5/18/2014Bruce E. McDuffee - Knowledge Marketing for Industry (KMI) 2

What is a ‘Webinar’?
The word, ‘webinar’ is a neologism. Webinar is used to describe a specific type
of web conference which typically involves a one-way broadcast of a
presenter’s voice and a slide deck. In addition to the voice of the presenter
and a slide deck, a well presented webinar will engage the audience with
polling, an active chat session and question & answer sessions to allow full
participation between the audience and the presenter. Depending upon the
provider, webinars may provide hidden or anonymous participant
functionality, making participants unaware of other participants in the same
meeting. Webinars can be broadcast live or recorded and made available on
demand.
- Neologism - a newly invented word or phrase
Bruce E. McDuffee - Knowledge Marketing for Industry (KMI)

Why do people attend webinars?
• To gain valuable information in a simple, easy,
convenient, and cost-effective manner.
• No need to travel or be out of the office.You may
attend wherever you have a computer, tablet and
Internet access.
• Instant 1 to 1 access to experts in a specific field.
• Flexibility to attend the live broadcast or watch
the recording at a convenient time.

Reasons that individuals attend webinars
Source: Osterman Research, Inc.; Top 10 Webinar Best Practices

Why do Companies
Produce & Broadcast
Webinars?
• To establish credibility
• To establish top of mind awareness
• To build a position as a thought leader
• To demonstrate expertise and showcase
experts
• Training in use of a product
• Webinars can be internally or externally
focused
All of these reasons for conducting webinars
will support increased leads to the top of the
funnel, more sales opportunities and increased
top line revenue.

The 13 Essential Steps to
Execute an Effective Webinar
1. Determine your objective
2. Identify the participants; presenters, panelists, guest speakers, etc.
3. Determine the theme or mission of the webinar
4. Develop the content
5. Develop the supporting materials
6. Invite the target audience
7. Register the participants
8. Send a confirmation
9. Send a reminder
10. Broadcast the webinar
11. Post for on-demand viewing
12. Send a follow up email
13. Pass leads to sales team
Visit www.knowledgemktg.com to download
the ‘SuccessfulWebinarToolkit’

Determine your objective
The objective should be agreed upon by your
critical stakeholders.
Objectives might be any of these:
– Generate qualified leads
– Engage with your target audience
– Increase web page visits
– Incent more active trials of a product or service
– Increase subscribers to your blog
– Convert leads to sales
– Anything that supports your business goals
Measure results. Don’t forget to choose metrics so
you know if your webinar has succeeded (or not).

Identify participants
Osterman Research found that
people are most likely to attend
webinars about:
– Information or knowledge about
their industry or profession
– Best practices in their industry or
profession
– Information about main issues in
their industry or profession
– How-to instructions
– ’10 most common mistakes’ in their
industry or profession
Guest speakers increase
attendance, but…
– Increase the complexity
– Require more coordination and
planning
– May be legal requirements
– Produces a better event
Tip: Always have more than
one speaker if possible!

Promote to & Invite yourTarget Audience
• Identify your target audience
• Where will you find them?
• Internal database?
• Industry organization?
• General public?
• How will you reach them?
• Email invitation
• Letter or postcard
• Magazine advertisement
• Sales force word of mouth

Effectiveness ofVarious Methods for AdvertisingWebinars
Source: Osterman Research, Inc.; Top 10 Webinar Best Practices

Make it easy for people to register, remember and attend
• Invitees should have an easy way to find out more
information about the event.
• Registration should be easy and convenient.
• Registrants should receive an immediate
confirmation.
• Remind registrants about the event more than
once.
Don’t confuse your audience!Typically, 20% to 30% of those who
register will attend the live webinar.

Tips for a Live Broadcast
• Practice, practice and practice some more
• Have all presenters in place 30 minutes before
start time
• Be thoroughly prepared
• Double check everything
• Use the features of the webinar platform
– Polling
– Measuring audience attention
– Answer chat questions
– Prompt the audience to comment via chat
• Start on time
• End on time
Start on time and end on time.

The secret to a successful webinar is…
the follow up activity!
• Think about what you want the attendees
and non-attendees to do after the webinar.
– Register for another webinar or something else
– Download something
– Sign up for a free trial
– Be open to a phone call
– Recommend the company
– What else???
• Non-attendees represent the best
opportunity for further engagement.

What isYour Follow up
Plan?
• Make a sales call to each attendee
• Make a tech support call to each person
• Send a follow up email
• Schedule an 1 to 1 demo session
• Invite each person to the next webinar
• Invite each person to opt in to your
newsletter
• Make a special offer to each person who
registered and/or attended
Failing to follow up after a webinar is like taking your
cash out to the parking lot and setting it on fire.

10 Best Practices
1. Employ a guest or at least a second speaker
2. Rehearse a lot!
3. Promote the webinar in all of your media channels
4. Obtain important information when they register
5. Send the invitation about 2 weeks prior to the
webinar
6. Provide time and a method for Q&A
7. Conduct live polls to keep the audience engaged
8. Ensure the content supports your value
proposition
9. Limit the time to one hour or less
10. Conduct a post-event survey
Image credit www.business2community.com

Leave them wanting more!
• Offer more helpful resources via email or web site
• Provide contact information
• Promise to answer all un-answered questions
• Remind them about the next webinar
• Offer your follow up call-to-action
• Always!Always!Thank them for their time!
Image credit www.workbetternotharder.com

Who am I and why did I write this guide?
Hello, my name is Bruce McDuffee. I help industrial companies increase their organic growth rates by creating
and implementing a marketing strategy built around the Knowledge Marketing framework.
I'm passionate about Knowledge Marketing simply because I know it works. It's an amazing way to go to
market and I want to share my expertise and knowledge with your team.
How do I know it works? As the Marketing Director of a global electronics manufacturing company, I
increased the AMER growth rate from 4% to 20% with this Knowledge Marketing framework. I was able to
work out most of the kinks, problems and issues in this test bed. Now I'm ready to help you realize
extraordinary growth in your manufacturing business. Are you ready?
At this point, you are either actively thinking WIIFM [what’s in it for me?]
Well, here’s what’s in it for you:
 Rapid revenue growth rate – potentially tripling your recent growth rate.
 Take market share from your laggardly competitors.
 Convert your marketing team from a utilitarian cost center to a revenue engine for rapid growth.
For more about me and what I
can do for you:
• FAQs about Bruce
• Visit the web site
• Send me an email
• Request a free Discovery call

Ready to add 10%, 20% or 30% to your revenue?
If you answered 'yes', then let's get started:
• Step 1: Send me an email, fill out the contact form or call me at (303) 505-8009
and we'll schedule a 30 to 60 minute discovery call. (no charge for the discovery
call)
• Step 2: If you like what we discuss and if you think your organization is ready to
increase growth and embrace the marketing function as a revenue engine. I'll
prepare a custom proposal for your review.
• Step 3: If you accept the proposal, we get to work. We agree on schedules and
resources. We dig into your current marketing plan, strategy, messaging, etc.
• Step 4: We set a plan of action and milestones (POA&M) and commence
building your plan based on the 3 step framework.
• Step 5: Watch your top line grow and reap the rewards.

Call me to discuss, brainstorm or chat about
Knowledge Marketing
Mobile phone: 303-505-8009 feel free to call during normal business hours
Email: bruce@knowledgemktg.com
Website: Knowledge Marketing for Industry http://knowledgemktg.com/home.html
Blog: GrowYour Business with Knowledge Marketing http://knowledgemktg.com/blogs/
My LinkedIn Profile: http://www.linkedin.com/in/brucemcduffee/

The How and The Why of Effective Webinars

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The How and The Why of Effective Webinars