Webcast Overview By TREW Marketing
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Transcript of Webcast Overview By TREW Marketing
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Webcasts:Webinars, Online Tutorials, Videos, Podcasts and
Virtual Conferences
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Goals of this presentation
• Broad view of webcasts• Best practices for creating and marketing
webcasts• Tips to take your webcast from mediocre to
outrageously successful
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A full-service marketing agency serving B2B technology and education
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TREW Marketing Co-Founders have over 30 years of combined marketing experience
Rebecca GeierPrincipal
Wendy CoveyPrincipal
Director of Communications and Media Outreach
Top areas of expertise:-Media relations-Message development-Social media marketing-Internal communications-Spokesperson training
Director of Strategic Integrated Marketing
Top areas of expertise:-Strategic marketing planning-Webcasts and virtual events-Company web strategy and SEO-Trade shows and conferences-Online advertising, including PPC
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What is a Webcast?
Webinar, Web Event, Web Tutorial
Podcast
Video
Virtual Event Presentation
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When are Webcasts used?
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Why Webcast?
• Generate leads• Build loyalty• Drive website visits• Improve content comprehension and retention• Dialogue with prospects/customers (also sales force)• Reduce cost per lead (compared to physical events)• Create an efficient sales tool– Demonstrate bulky equipment– Demonstrate software features
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Why Webcast @ National Instruments
• Among the lowest cost/lead of any activity• Among the highest quality/lead of any activity• Ability to efficiently reach niche audiences– Niche product/application– Technology updates– Far flung geography
• Replacement for low-performing events• Stand-in activity during times of crisis– Avian flu in China– H1N1 flu in Mexico
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Demand Generation Funnel
Awareness
Preference
Purchase
Referral
Interest
Evaluation
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Demand Generation Funnel
Awareness
Preference
Purchase
Referral
Interest
Evaluation
Lead Nurturing
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Steps for Webcast Success
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When to Webcast?
• Product launch• Time of change – Industry standards, new approach
• Reduce volume of inbound calls– Address most frequently asked questions
• Call to action from another activity
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Sample Goals
• Entice prospects to learn more about our new software module– Metric: 50 leads
• Convert webcast leads to download trial version– Metric: 5 downloads (10% conversion)
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Steps for Webcast Success
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Content• Determine target audience • Educate– What critical issue will you address?– How can you position your company as thought leader?– What case studies can back up your information?
• Keep it brief– 3 min – 45 min
• Create a compelling title…from your audience’s perspective– Top 5 trends in….– 7 key strategies for…– Practical considerations when…
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Compelling content or product pitch?
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Consider Partnering
• Gain awareness to new audiences• Capture new leads• Enhance credibility• Lower marketing expense or augment presence
Warning: Can be VERY time-intensive
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Incorporate Dynamic Elements
• Video • Software demos• Remote hardware control• Photos• Polling• Q&A• Twitter #Hashtag
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The Economics of Capturing Leads
Perceived value of
information
Amount of personal info
willing to provide
=
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Selecting a Presenter70% of companies who conduct webcasts rank “dynamic
and recognizable speakers” as the #1 factor for webcast success.*
• Are they qualified?• Are they accessible?• Can you understand them?• Do they have a “Radio” personality?
– Face-to-face presentation skills don’t completely translate to webcasts
*Primary research study source: B2B Sales Lead Generation : Integration of Web 1.0 and Web 2.0, spring 2008
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Presentation Tips
Top 12 Tips for Webcast Presenters
• Energy• Variation• First-person• Professional slide design
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Maximize your Content
• ALWAYS ARCHIVE!• Bundle several webcasts into a series• Bundle several webcasts series into a virtual
conference• Publish content in multiple form factors– Webcast– White paper– Industry/association event presentation– Industry/association website
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Steps for Webcast Success
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White papersWebcastsVideoListsBanner adsBlog - content
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Consider 3rd Party Hosting
Benefits: Vendor Support• Technology platform• Hosting• Audience generation• Lead capture
Drawbacks: Lack of Control• Not on your site• Constrained form factor• Costly• Lead is shared
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Webcast Technology PlatformsConsiderations• Reliability• Demos• Live v. recorded• Attendance size• Fee v. free• Automated email
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Web Conferencing: Market View
Gartner Study:Magic Quadrant for Web Conferencing, July 2009
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Steps for Webcast Success
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Webcast Promotional Strategy
Google Adwords
Direct E-Mail
LinkedInTelemktg
Is this part of a larger campaign, or a campaign onto itself?
Is this a live event?
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Boost results through communication
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Boost results through communication
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Boost results through communication
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Boost results through communication
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Boost results through communication
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Example Calls to Action
• Buy now (lower-dollar sale)• Contact us • Download trial version• Download white paper• Attend more webcasts• Subscribe to our newsletter/blog
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How will you manage incoming leads?
Who?When?How?
Document results
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Measuring Webcast Success
• Email open, click through• Website visits, webcast page visits• Registrants, attendees• Conversion to next activity• Conversion to sale• Sales/lead• Cost/lead
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Steps for Webcast Success
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Resources available via email
• This Presentation• Top 12 tips for webcast presentations• Gartner study: Magic Quadrant for Web Conferencing• Marketing Prof’s 9 Management Practices for Exceptional
Webinars• Info-Tech Product Comparison, Vendor Landscape: Web
Conferencing; Show Me, Don’t Just Tell Me
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Contact Info:Wendy Covey
Principal, TREW Marketing
Email: [email protected]: trewmarketing.comBlog: trewmarketing.com/spotlightLinkedIn: linkedin.com/in/wendycoveyTwitter: @wendycovey