Getting Started with Content Marketing How About a Webinar?
Transcript of Getting Started with Content Marketing How About a Webinar?
Want to Get Started with Content Marketing, How About a Webinar?10.19.2017
Dennis Schiraldi
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R. Kashmiry & Associates, Inc. + Juggerbot3D
Today’s Webinar Sponsors
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Agenda
• Introduction – Dennis Schiraldi
• Getting started with content marketing
• What content is generated for a webinar
• How to execute a webinar strategy
• Summary
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 YoungstownGive Back to the Community
Mission
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Dennis Schiraldi• DOYO Live Founder• 60+ Webinars• GE Healthcare• Youngstown
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What is Content Marketing
ONE CONTENT • One Platform• Consistent Delivery
OVER TIME (12+ MONTHS)
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Where are the leads?
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Who has that kind of time?
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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
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Content Marketing What types of content do you get with a webinar?
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• 2 to 3 blogs (Minimum)• Incorporate promotion of the event• CTA – Register for the blog• Guest presenters• Marketing • Vendor partners
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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
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What’s the Plan?
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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.
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Speakers
• Internal vs. External
• Company Leadership
• Thought Leaders
• Consultants
• Prospects
• Customers
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Technology Platforms
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Pre-Registration
• Capture key demographics
• Qualifying lead generation questions
• Registration confirmation
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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
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Promotional Strategy
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Webinar
Social Media
Blog
Sales
Customer Service
PPC
Medium/Pulse
Hub & Spoke Model
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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
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Editorial CalendarMedium Date Time Topic/Copy Link
Email Promo #1 5/8/2014 10AM-EDT Promo invite
Registration Link
Twitter 5/8/2014 Noon-EDT
Integrated RIS/PACS workflow, learn how to resolve your bottle necks! #radiology
http://ow.ly/uDu6D
Facebook 5/8/2014 2PM-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/uD
u6DEmail Promo #2
5/152014 4PM-EDT Promo invite http://ow.ly/uDu6D
Blog 5/16/2014 6PM-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/uD
u6D
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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!
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80%
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“I get by with a little help from my friends…” – John Lennon
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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
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“WE TALKING ABOUT PRACTICE”
ALLEN IVERSON, FORMER NBA ALL-STAR FOR THE PHILADELPHIA 76ERS
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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
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EVENT
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You’re big party!
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TAKE A POST IT NOTE AND WRITE IT BIG BOLD LETTERS WITH A BLACK SHARPIE & POST WHERE YOU CAN SEE IT!
RECORD
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BUILDING ENGAGEMENT ON WEBINARS
• Web camera
• Raise your hand feature
• Chat
• Twitter chat
• Polling questions
• Live Q&A
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Bullet points
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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!
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Pace of Presentation
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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
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Live Q&ABe sure to follow us on Instagram @DOYOLive
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Post Webinar SurveyComments/Rate UsDid 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
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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
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Scrub the Leads
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Criteria – Lead Scoring
• Product fit • Budgeted• Timeframe – 0 – 6, 6-12, Beyond • Decision maker/influencer• Follow up with sales
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Harvard Business Review
Responding to Leads Within an Hour Generates 7x the Conversations!
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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
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Live Q& ADennis@DOYOLive
Join us on November 17, 2016 – The Odd Couple: Digital vs. Traditional in B2B
Marketing