Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Getting Started with Content Marketing How About a Webinar?

348 vues

Publié le

In this webinar DOYO Live Founder, Dennis Schiraldi will deep dive into how you can leverage a webinars to fuel your content marketing strategy. He will highlight, using blog, email and many other methods of the content you will get. Also deep discussion on re-purposing content, engaging your sales organization, planning and promotion. DOYO Live is dedicated to the ongoing education of marketing, business, sales and design professionals through online marketing, workshops and our annual conference.

Publié dans : Marketing
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Getting Started with Content Marketing How About a Webinar?

  1. 1. Want to Get Started with Content Marketing, How About a Webinar? 10.19.2017 Dennis Schiraldi
  2. 2. R. Kashmiry & Associates, Inc. + Juggerbot3D Today’s Webinar Sponsors © Copyright DOYO Live All Rights Reserved
  3. 3. Agenda • Introduction – Dennis Schiraldi • Getting started with content marketing • What content is generated for a webinar • How to execute a webinar strategy • Summary © Copyright DOYO Live All Rights Reserved
  4. 4. Ongoing educational resource to marketing, sales, business and design professionals: • Blog • Webinars • Email • DOYO Live Marketing Show – Video & Podcast • Workshops • Annual Conference Stimulate the Economy of Youngstown Give Back to the Community Mission © Copyright DOYO Live All Rights Reserved
  5. 5. Dennis Schiraldi • DOYO Live Founder • 60+ Webinars • GE Healthcare • Youngstown © Copyright DOYO Live All Rights Reserved
  6. 6. What is Content Marketing ONE CONTENT • One Platform • Consistent Delivery OVER TIME (12+ MONTHS) © Copyright DOYO Live All Rights Reserved
  7. 7. Where are the leads? © Copyright DOYO Live All Rights Reserved
  8. 8. Who has that kind of time? © Copyright DOYO Live All Rights Reserved
  9. 9. Where to start? • You want to do content marketing but don’t know where to begin? • You need to start generating leads right away. • You don’t have 12 to 18 months to wait it out. • Don’t have an audience? • What defines content marketing? • Who makes the rules? • B2B & B2C © Copyright DOYO Live All Rights Reserved
  10. 10. © Copyright DOYO Live All Rights Reserved
  11. 11. Content Marketing What types of content do you get with a webinar? © Copyright DOYO Live All Rights Reserved
  12. 12. • 2 to 3 blogs (Minimum) • Incorporate promotion of the event • CTA – Register for the blog • Guest presenters • Marketing • Vendor partners © Copyright DOYO Live All Rights Reserved
  13. 13. © Copyright DOYO Live All Rights Reserved
  14. 14. © Copyright DOYO Live All Rights Reserved
  15. 15. Ways to Re-Purpose the Presentation Record the event make content ready on-demand SlideShare Try to record the speaking of the webinar for your podcast Transcribe the webinar – Turn into a digital guide or eBook Re-purpose on your blog, social media and email Training – Often Most Overlooked © Copyright DOYO Live All Rights Reserved
  16. 16. What’s the Plan? © Copyright DOYO Live All Rights Reserved
  17. 17. Align Resources - Logistics • Internal & external speakers align with date/times • No other big events planned on your date, timing prior to a trade event, etc. • If physical space is needed be sure to reserve in advance. © Copyright DOYO Live All Rights Reserved
  18. 18. Speakers • Internal vs. External • Company Leadership • Thought Leaders • Consultants • Prospects • Customers © Copyright DOYO Live All Rights Reserved
  19. 19. Technology Platforms © Copyright DOYO Live All Rights Reserved
  20. 20. Pre-Registration • Capture key demographics • Qualifying lead generation questions • Registration confirmation © Copyright DOYO Live All Rights Reserved
  21. 21. Pre-Registration Questions • Does your organization have a budget to implement the following solution in the next 12 – 24 months? • What best describes your role with your organization? • Have you considered making a purchase of the following in the next 12 – 24 months? • What best describes your organization? B.A.N.T. or Marketing Automation Software Scoring © Copyright DOYO Live All Rights Reserved
  22. 22. Promotional Strategy © Copyright DOYO Live All Rights Reserved
  23. 23. Webinar Email Social Media Blog Sales Customer Service PPC Medium/Pulse Flipboard Hub & Spoke Model © Copyright DOYO Live All Rights Reserved
  24. 24. Promotional Strategy • Map out your promo strategy • Cross promote between various channels • Social community • Blog strategy can drive registrations • Email is #1 for generating registrations • Coordinate your entire organization to promote i.e. sales, customer service, etc. • Twitter – send @messages to targeted audience, # for visibility and questions in general • Reminder emails – 1 week and 1 day • Leverage Existing Lists © Copyright DOYO Live All Rights Reserved
  25. 25. Editorial Calendar Medium Date Time Topic/Copy Link Email Promo #1 5/8/201410AM-EDT Promo invite Registration Link Twitter 5/8/2014Noon-EDT Integrated RIS/PACS workflow, learn how to resolve your bottle necks! #radiology http://ow.ly/u Du6D Facebook 5/8/20142PM-EDT We'd like to invite @Imagingbiz to attend our webinar. Q/ris 3000 - it's a game changer for #radiology workflow. http://ow.ly/u Du6D Email Promo #2 5/1520144PM-EDT Promo invite http://ow.ly/u Du6D Blog 5/16/20146PM-EDT Want to learn how the Q/ris 3000 can help to fully integrate your workflow in #radiology from scheduling to billing? http://ow.ly/u Du6D© Copyright DOYO Live All Rights Reserved
  26. 26. © Copyright DOYO Live All Rights Reserved
  27. 27. Data Mining Joe Pulizzi, Content Inc. Why content marketing matters. More interesting compelling your content the larger you email list and overall subscribers. Which gives you an opportunity to monetize with lead generation, nurturing events like webinars! © Copyright DOYO Live All Rights Reserved
  28. 28. © Copyright DOYO Live All Rights Reserved
  29. 29. “I get by with a little help from my friends…” – John Lennon © Copyright DOYO Live All Rights Reserved
  30. 30. Ideas to Leverage Partners • Marketing services leverage clients or vendor partners. • Manufacturer – Could leverage technology providers in CRM, etc. • IT – Software & hardware vendors • Trade Publications - $$$ • Consultants • DOYO Live (Shameless plug) – Critical mass © Copyright DOYO Live All Rights Reserved
  31. 31. “WE TALKING ABOUT PRACTICE” ALLEN IVERSON, FORMER NBA ALL-STAR FOR THE PHILADELPHIA 76ERS © Copyright DOYO Live All Rights Reserved
  32. 32. Preparation • Dry Run – Practice about 1 week prior • Sync Up – Day before • Logistics – Land line + sound check • Comfort level with webinar technology – passing presentation rights for transitions • Review deck for perfection and make sure web platform doesn’t re-adjust • Back up in case of power outage © Copyright DOYO Live All Rights Reserved
  33. 33. EVENT © Copyright DOYO Live All Rights Reserved
  34. 34. You’re big party! © Copyright DOYO Live All Rights Reserved
  35. 35. TAKE A POST IT NOTE AND WRITE IT BIG BOLD LETTERS WITH A BLACK SHARPIE & POST WHERE YOU CAN SEE IT! RECORD© Copyright DOYO Live All Rights Reserved
  36. 36. BUILDING ENGAGEMENT ON WEBINARS • Web camera • Raise your hand feature • Chat • Twitter chat • Polling questions • Live Q&A © Copyright DOYO Live All Rights Reserved
  37. 37. Bullet points © Copyright DOYO Live All Rights Reserved
  38. 38. Presentation - Power Point General Rules • Consistency with font & font size • Spell check • Content check • Every other slide bullets & pics • No Automation • Don’t write everything you intend to say because the word should be a reference point to your talk not something that we would want to read on our own! © Copyright DOYO Live All Rights Reserved
  39. 39. Pace of Presentation © Copyright DOYO Live All Rights Reserved
  40. 40. Polling Questions • Does your organization have a tool? Y/N/Under consideration • Are you attending the upcoming trade event? • Have you considered implementing a new system in the next 12 – 24 months? • Would you be interested in a follow up meeting? Y/N • Are you still awake? Y/N/Not a chance • Do you multi-task during webinar presentation? Y/N • Would you like to schedule a follow up demo? Y/N © Copyright DOYO Live All Rights Reserved
  41. 41. Live Q&A Be sure to follow us on Instagram @DOYOLive © Copyright DOYO Live All Rights Reserved
  42. 42. © Copyright DOYO Live All Rights Reserved
  43. 43. Post Webinar Survey Comments/Rate Us Did you find this information useful? • Yes – No – Somewhat You thought our webinar was… • Very informative – educational – rocked – needs some improvement – boring Which best describes follow up? • Speak with an account executive – Schedule a demo – Keep me informed of future events – Send me periodic product updates © Copyright DOYO Live All Rights Reserved
  44. 44. © Copyright DOYO Live All Rights Reserved
  45. 45. Re-Purpose the Webinar • Recording – on demand downloadable version • Break up video into smaller 3 – 5 minute videos post on YouTube • Transcribe • SlideShare • Social media • Product brochure • One pager • Stay on top individuals responsible for follow up © Copyright DOYO Live All Rights Reserved
  46. 46. Scrub the Leads © Copyright DOYO Live All Rights Reserved
  47. 47. Criteria – Lead Scoring • Product fit • Budgeted • Timeframe – 0 – 6, 6-12, Beyond • Decision maker/influencer • Follow up with sales © Copyright DOYO Live All Rights Reserved
  48. 48. Harvard Business Review Responding to Leads Within an Hour Generates 7x the Conversations! © Copyright DOYO Live All Rights Reserved
  49. 49. How to Get Support from Sales • Crucial to get buy-in at the start • Ask for their input on subject matter • Get their help on promotion • Invite prospects and clients • Reminder emails about the total number of registrations vs. goals • Weekly internal calls • Site on-site with customer/prospect © Copyright DOYO Live All Rights Reserved
  50. 50. Live Q& A Dennis@DOYOLive Join us on November 17, 2016 – The Odd Couple: Digital vs. Traditional in B2B Marketing © Copyright DOYO Live All Rights Reserved

×