Join Carl Landau, Grand Poobah of Niche Media and Mike Agron, WebAttract Co-Founder, as they discuss why webinars rank as a top content marketing tactic. Several case studies are showcased as to why webinars are a natural fit for niche publishers. Other topics include what’s involved in producing and hosting a successful webinar, revenue models and the top 10 webinar blunders to avoid at all costs. The webinar closes out with some ideas on how to get started marketing webinars to existing advertisers or new prospects, including a live Q/A audience session. - See more at: http://www.webattract.com/pages/webinars_featured.shtml#sthash.LiVldzKw.dpuf

1. COPYRIGHT 2013 WEBATTRACT
Mike Agron
Webinar Demand Gen Expert
WebAttract, LLC
mike@webattract.com
@WebinarReady
Carl Landau
Grand Poobah
Niche Media
carl@nichemediahq.com
@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

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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

3. 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

4. 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!

5. COPYRIGHT 2013 WEBATTRACT
Mike Agron
Webinar Demand Gen Expert
WebAttract, LLC
mike@webattract.com
@WebinarReady
Sponsored by Citrix GoToWebinar
A Step-by-Step Guide to Hosting
Successful Webinars

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What You Said You Wanted to Learn
51%
38%
7%
4%
Best Practices
Monetize
Other
How to Market Webinars

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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

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Then - Reaching B2B Buyers

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Today - Reaching B2B Buyers is Done Online

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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

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2013 B2B Content Marketing Budgets & Trends

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©2012, WebAttract LLC
Client
Case
Studies
Industry
Analysts
Authors
White
Papers
Research
Reports
Media Publishers are Natural Sources for
Great Content & Thought Leaders

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ANYBODY CAN DO A MEDIOCRE WEBINAR

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Webinar Demand Generation Challenges
Attract Engage Convert

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Supercharged Webinars
CommercialOutcomes
Value to Your Audience

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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

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HOW TO PRODUCE AND HOST A
SUCCESSFUL WEBINAR

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Webinars Are Magnets for Attracting Prospects
Who Are Ripe To Become Your Customers
Disruption – Pain Points
Better Outcomes
Actively Looking for a Solution
OR

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Supercharged Demand Generation
Webinars are Content Driven, and…
• Disrupted Markets
• Disruptive Solution
• Passionate Speakers
• Measureable Outcomes
Status Quo

20. 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

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A Time for Story Telling

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Think of a Radio Show With Pictures

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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

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Methodology
Best Practices
Metrics
Getting WebinarReady

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An Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology

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NICHE PUBLISHER CASE STUDIES

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Case Study:
Business Improvement
How To - Tutorial
Standards & Compliance
Popular Webinar Themes
©2012, WebAttract LLC

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PRICING MODELS

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Webinar Pricing Models
• CPL or Cost Per Lead
• Fixed Service Fee
• Media Sponsor
• Speaking Fees

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SUPERCHARGING
SPONSORS
ROI

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Registering Decision Makers
GoLive!
MidPoint
Q&A
Adjourn
48%
23%
22%
7%
Do you recommend, specify or influence the purchase
of products or services?
Yes, both
No, neither
Yes - Products
Yes - Services

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Did the Webinar Move Intent to Purchase?
GoLive!
MidPoint
Q&A
Adjourn
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

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BEST PRACTICES : SO YOUR WEBINARS DON’T SUCK
TOP 10 WEBINAR BLUNDERS TO AVOID AT ALL COSTS

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Blunder #1
Fail to Plan – Plan to Fail
Webinar
Objectives
Audience
Value
Define
Success
Factors
Call To
Action
Analyze Life
Cycle
Intelligence

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Blunder #2
Not Making Your Audience the Top Priority

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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

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• 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

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• Find your speakers passion to be authentic
• Dialog vs. Monologue
• Practice flow, cues, transitions
• Visually appealing slides
Blunder #5
Death by PowerPoint

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Sample of “BANT + Sales-Ready” Leads
Detailed background information on the prospect and the
selling opportunity helps drive more productive sales results
Before

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“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)

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Audio is the Achilles Heel of all Webinars
Blunder #6
Ignoring the Sound Check

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Landline
Handset
Free
Consumer
Headset
Microphone
$30 - $50
Professional
Large Diaphragm
USB Microphone
$100 up
How to Really Connect With Your Audience

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• Trusted coach
• Orchestra leader
• Courage to be direct
• Manages all of the technology
Blunder #7
Failure to Utilize a Professional Moderator

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• 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

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• 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

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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

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Final Curtain Call

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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

53. COPYRIGHT 2013 WEBATTRACT
Mike Agron
Webinar Demand Gen Expert
WebAttract, LLC
mike@webattract.com
@WebinarReady
Carl Landau
Grand Poobah
Niche Media
carl@nichemediahq.com
@NicheMediaMan
The Perfect Webinar – How Niche Publishers
Can Make Serious Money, Build Audience, Inform, and Entertain
(or, Why Webinars Don’t Have to Suck!)

54. COPYRIGHT 2013 WEBATTRACT
To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts
www.webattract.com or mike@webattract.com
Best Practice Videos - Case Studies – Blog - eBooks
Customer & Thought Leadership Webinars
October 1 – October 2
Nashville, TN
www.NicheDigitalConference.com