Less Work, Better Results: Use Marketing Automation to Your Advantage

After broadcasting a webinar and recording it, promoting it and encouraging people to watch the recording becomes the next steps for a marketer. Marketers promote videos using both inbound and outbound strategies for maximum effect. Obviously you can start by uploading the video to your company’s website, but take it a step further and direct people to your landing page. Send out a URL through outbound mediums to inform people of the webinar or use it in a nurturing campaign. Your webinars should be targeting toward specific audiences, so employ multiple ways to promote to those audiences.Marketing Solutions

Utilize the webinar to your company’s advantage by uploading it through a video service such as Wistia or Vidyard. These services allow you to use marketing automation that can track valuable information about a prospect. While broadcasting your video is a solid first step, maximize the information you obtain from that broadcast by collecting email address and lead generation data.

By uploading your webinar into Wistia or Vidyard, your chances of gaining potential prospects or contacts increases immensely without you having to do extra work. The video service does your work for you: allowing you to collect email addresses of viewers. It is up to you, the marketer, to decide at what point in the recording you would like to collect information of the viewer. The video services provide you with the options of obtaining it before, during or after the video finishes. Playing the first part of the video before asking viewers to enter an email address in order to continue serves as an excellent tactic because it allows you to see who was interested in the video, and it gives the viewer a slight preview of the quality information still to come. 

Marketing automation light bulb

Beyond providing a place to collect email addresses, automation services also keep records of which videos people are watching along with which webpages they are visiting. By tracking this information combined with noticing how much of a video a person actually watches, automation possess the capability of configuring a lead score. When it comes time to analyze the data that the automation provided you with, pay attention as to whether a person produced a high lead score and whether or not they watched the entire video. If that person seems promising, either send them over to your sales team to close the deal or enter them into a nurturing track by sending them videos related to that particular topic.

You spend a lot of time producing webinars, so it is time to maximize your efforts and your lead score by taking advantage of all the possible tools offered to you. Extend your webinar out for an extensive time period and gain the most amounts of leads and valuable information as you possibly can.

To learn more about automation, check out our webinar clip featuring Mathew Sweezey, “Using Marketing Automations to Your Advantage.”

To read more about how to utilize webinar recordings to their full potential, check out our other blogs:

“The Cost of a Webinar Lead: Getting the Most out of Your Webinar Investment”

“How to Target a Demand Generation Audience vs. a Nurturing Series”

“If You Struggle with Evergreen Topics, Then Read This”

“If You Don’t Try Designing a Live Webinar for On-Demand Use, You’ll Hate Yourself Later”

The Power of Webinar Tactics for Lead Qualification

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Webinars allow you to not only generate leads, but are also an excellent way to generate lead qualification. By utilizing webinars to their full potential and focusing on gaining lead qualification from them, you will help your sales team become more successful in closing the deal. Here are six simple tips that you can use to generate qualified leads for any webinar.

1. Create educational content. The most successful webinar topics for generating an audience provide educational content and explain “How to” or “Best practices.” This type of content will interest your audience and give them a reason to actually attend and listen to the whole presentation. Be sure to avoid marketing your product to your attendees during the main portion of your webinar—stick to your topic! The audience is there for a reason, and unless you stated that the webinar was to promote your product, they don’t necessarily want to hear about it, not yet at least. As an alternative, end your webinar with an invitation for attendees to stay on longer in order to learn more about your company’s products and services. You should automatically qualify the people who stay as interested and potential sales leads.

2. Track return visits. Your marketing database can actually track the people who attend your webinars. While this information tends to be ignored, you should use it to your advantage. You can gain a strong indication of the interest and engagement attendees have with your product through the amount of webinars they attend. Maybe attending all of your webinars is a hobby of theirs, but it is most likely a sign that they are a qualified lead.

3. Use in-session polls. What do most people have in common? They love to talk about themselves. Why is this good for you? The more you know about your audience, the more likely you are to close a deal with them. Polls should be presented as a way to help you provide better value for your attendees by asking questions such as: “Let’s find out what you are most interested in,” or “Tell me what level of detail you want.” The questions are about them, but provide you with valuable lead scoring information. It’s perfect.

4. Analyze webinar reports. Utilize the data you collected about the amount of time people spent listening to your webinar in order to help identify qualified leads. However be careful! There are a number of reasons as to why people may join late or leave early, so be sure to only use this method as a supplement to other lead qualifying methods.

5. Use the webinar feedback survey. If you have delivered solid value and demonstrated a giving attitude during your webinar, your attendees will be more likely to spend time on your survey. Ask them how they felt about the value of information they received and how applicable it was to their business. A positive response to this question is almost enough to have sales call them immediately. Be sure to always ask open-ended questions in your survey in order to give attendees the opportunity to explain themselves and give you a better understanding of their needs and opinions. Also, don’t forget to ask, “Would you like a contact from us?” To say the least, this will make your search process for lead qualification much easier.

6. Qualify and act quickly. Analyzing your attendees and qualifying your leads a month after your webinar took place will practically be pointless. Act as soon as possible. Highly qualified leads need to be sent out to your responding crew quickly and timely. Be sure to inform your sales team about the topic and date of your webinar and even ask them to block an hour on their calendars the same afternoon to follow up with high priority attendees. This is an opportunity you absolutely do not want to miss.

Take advantage of webinars and use them to not only create lead generation, but also lead qualification. To learn more on the topic be sure to read Ken Molay’s eBook: Did You Qualify? Getting the Most Qualified Leads from Webinars.

If You Don’t Try Designing a Live Webinar for On-Demand Use, You’ll Hate Yourself Later

In recent years webinars have grown in popularity for marketers in the B2B world with about 62 percent of all B2B marketers currently using webinars. While this marketing strategy has proven to be successful, it is important that you do not forget the 84 percent you’re missing within each webinar. How are you missing 84% of your own webinar registrants? Well, typically 84 percent of the registrants do not care if they see the live event. How do you fix that problem? Simple—think green: recycle, reuse, re-purpose and re-imagine.

On-Demand Webinar

Take your live webinar and transform it into a more digestible and shorter on-demand webinar that people want to watch. Unfortunately most people will not watch an entire recording—think about your own attention span and your to-do list every day. A good way to make a live webinar more digestible is to slice it into snippets that can stand alone as their own mini-webinar. When developing the original live event, create a webinar inception. By dividing your webinar into separate sections and categories, you will be able to chapter it out into small recordings that your audience will actually have time to watch. Now, communication is always key! It is important to inform your guest speaker about your plan to divide the hour long webinar into smaller sections, so they can plan their material accordingly.

Quick Tip #1: When presenting the live webinar, remember to breath and pause. Without any breaks, words will easily be cut off or recordings will start with the dreadful use of “um” when you cut the recording. Give yourself at least a full second before beginning the next section—trust me this little pause will save you plenty of future headaches!

Have you ever told a great story to someone only to realize that it was one of those “you had to be there” type stories? When developing content for your webinar make sure to focus on your audience and the information that they WANT to hear rather than the information you want to share. In order for an audience to watch your recordings or attend your webinar they need to relate to the presented information. Don’t be “that” guy. You know, the one who only talks about himself.The relevance between what you want to say and what attendees want to hear. Because in reality people usually do not care to hear your life story unless they asked. When you discover the information that intrigues your audience, recycle, reuse, re-imagine and re-purpose it in almost every way possible.

Quick Tip #2: Include a poll at the beginning of your webinar to ask people what they specifically want to learn about. Study their challenges and provide them with ways to fix them. If your live audience is curious about a certain topic, then most likely your on-demand audience will be too.

Creating content with the specific intention of re-purposing it as an on-demand webinar requires more thought and work than a simple live webinar—starting from the very first stages. Recordings can be replayed and re-purposed for years to come, just as long as the content is still relevant and you do not put any date stamps on the material. Try to avoid referencing past and future events; otherwise people will immediately think all of the information is outdated. Also, attempt to keep your chapters independent from one another. While it is important that the information flows smoothly together, it is also important that you do not mention past or future points in the webinar outside of your predetermined chapter. You will confuse your on-demand audience if you reference points from the first section of your webinar in the fifth section. Additionally, be sure to make your webinar entertaining. Include app share, a poll, possibly a video and of course, eye catching slides. The more entertained a prospect is, the more likely they will continue to watch all of the webinar snippets you created and even other webinars you produced.

Quick Tip #3: Create a recording that keeps on giving. Promote your webinar in almost every way possible in order to increase the quantity of viewers. Send it through emails, upload it to YouTube, create a landing page, etc. The possibilities are endless!

The 16 percent of webinar attendees are clearly an important asset to your marketing strategy, so use them to reach the other 84 percent that are just as important. Pay attention to the live audience by focusing on their needs and wants because their interests will correspond with your on-demand audience’s’ desires. Recycle. Reuse. Re-imagine. Re-purpose your content to reach every registrant possible because you can’t convert a prospect you have never reached.

For the full webinar, check out our slide deck: “The 84% You’re Missing: Rethinking Your On-Demand Webinar Strategy”

Watch our webinar clip: “Designing a Live Webinar for On-Demand Use”

To learn more about how to create content for on-demand use, read our blog, “If You Struggle With Evergreen Topics, Then Read This”

Don’t Stutter. Use the Webinar ROI Calculator to Show Your Success.

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Remember that time when your boss asked you about the success of your webinar program?

If you stuttered, stumbled and said something about great registration numbers, you missed a great opportunity to show your boss what webinar rock star you truly are.

It’s time for redemption.

Today, we’re rolling out a Webinar ROI Calculator to help you determine the effectiveness of your webinars and decide if you’re spending your dollars in the right way. And, help you have a more meaningful conversation with your boss.

The calculator is designed to give you results based on a variety of factors:

• Technology costs –Spend on ReadyTalk (or your current platform)
• Promotion costs– Costs tied promoting your webinars with Google Ad Words, online banners, email campaigns and more
• Staffing costs – Covers the cost of your labor
• Results –Considers average promotion results, attendance, etc.
• Webinar ROI – Calculates when webinars convert new leads to qualified lead to closed deals

The result of inputting all this data is a return on your total webinar investment.
You may feel overwhelmed when you look at the Webinar ROI Calculator; it asks for a lot of data. Don’t panic if you don’t know your lead conversion rate or your email click-through-rate. The calculator includes industry standards and averages so you can always use those metrics.

The great thing about this calculator is that EVERYTHING in the calculator is adjustable. What happens if your attendance rate improves by 50 people? Or, what if you decrease your spend on social media? You can use this data to determine how to improve your webinar program. It will also help you identify what elements will have the biggest impact. If increasing your ad spend will improve ROI, perhaps you want prioritize that over another email blast.

Also consider the range of your results. The calculator asks about average attendance which is the total number of attendees from all webinars divided by the total number of webinars:

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All webinars are not created equal. At ReadyTalk, our webinar attendance can range from 50 to 2,500 attendees. One of the biggest factors in this is often topic and speaker. Using the calculator, you can compare the ROI on those big events versus the smaller ones. You may be surprised; the ROI on the smaller events may be better if the MQL and conversion rate is better. If that’s the case, you may find that you’re better off running frequent small, highly focused webinars than really big events [Note: in order to confirm that, you’ll need to update the conversion data in the calculator].

Having ROI data easily accessible gives you the option to test various elements of your webinar. And, if you want to get really sophisticated, you could run a series of Simulive webinars and test variables. By using a Simulive event, it allows you to keep the actual webinar consistent but then test out other pieces—day of week, time of day, number of email invitations, number of reminders, social media promotion—while having the webinar experience be constant. Ultimately, you need to ask, “When these factors change, does your conversation rate change and the ROI improve?”

With the ROI calculator, it makes it easier to determine webinar lead costs and to compare other channels and tactics. A few months ago, we published an ebook called, “The True Cost of a Webinar Lead.” In it, we look at how webinar leads stack up against other lead sources, such as PPC ads, direct mail, tradeshows and more. We used industry data and averages to measure. You could do the same thing but with your real data.

Now that you know that your webinar program is successful, you may want to circle back with your boss and let him/her know that your webinars are awesome and that you probably need a raise. Once that’s out of the way, you can get busy leveraging the data.

If You Struggle With Evergreen Topics, Read This

Finding Evergreen Topics

Many marketers are generating leads through webinars with the lowest possible cost effort by recording your webinar and redistributing it. On average, a live webinar lead costs a company $136. However, by recording the webinar and replaying it, the cost of a qualified lead decreases to about $52per lead. That is a huge difference. Usually marketers possess the goal of generating the highest quantity of qualified leads at the lowest cost possible. By recording a webinar and redistributing it, not only will you generate more qualified leads at a lower expense, but it requires almost no additional effort or work on your part.

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Evergreen Tree

Start maximizing your webinars so they last as long as absolutely possible by creating evergreen content. While this word is often tossed around by editors and producers, it is also relevant in the webinar world. The idea of the word “evergreen” surrounds the fact that your webinars will always remain fresh and never expire. People typically don’t want to listen to recordings that are no longer relevant or are outdated, just like you wouldn’t normally prefer to watch an outdated movie or read an old whitepaper that no longer seems pertinent.

When developing evergreen content, it is important to focus on the concept of renew, reuse, and recycle. Higher level topics tend to fit the evergreen criteria more proficiently due to the fact that specific details or procedures often alter over time, while overall concepts rarely change. A good place to start would be to focus on SEO or key words that your company has used for the past decade. One vital tip: do not use dates. When you incorporate a date into a webinar, it immediately becomes out of date. Picture yourself watching a webinar when half way through it mentions a statistic from ten years ago. Right then, you would automatically know that information is no longer significant and you would start to question how much of the webinar is still accurate today. People always prefer up-to-date information rather than outdated facts, so avoiding specific dates and using evergreen content, will allow you to continuously broadcast the “fresh” content your audience seeks. Evergreen Tree

Besides minimizing work efforts and lead costs, reusing webinar recordings is additionally crucial in the marketing world. Evergreen content advances inbound and outbound marketing since it allows marketers to put the content in a nurturing campaign without possessing the burden of having to edit it every six months simply due to outdated content. Maximize the efforts that you are putting into your webinar at the beginning because having evergreen content will greatly pay off down the road.

As you begin to develop content for your next webinar, use our evergreen checklist:

1. High level topic
2. Valuable information
3. No dates
4. Will the information be relevant in 10 year?
5. Was the information relevant 10 years ago?

To learn more about evergreen content and how to create it check out our webinar clip featuring Mathew Sweezey: “Evergreen—Topics that Last.”

Check out our slide deck: “The 84% You’re Missing: Rethinking Your On-Demand Webinar Strategy” to learn more on how to create a webinar for on-demand use.

If you are curious about the cost of a webinar lead and the price difference between having a recording vs. only using the live webinar, read our blog: “The Cost of a Webinar Lead: Getting the Most out of Your Webinar Investment