All posts by Teresa Lawlor

Debunking Webinar Myth #7: Webinar promotion is expensive

Debunking Webinar Myth #7: Webinar promotion is expensive.

free webinar promotionThis is one of those myths that perplexed us the most. We live in a world dominated by the Internet. Marketers can drastically increase registrations and decrease cost by using tools online and promoting socially. Most of these are free!

Tweetable alert: Webinar promotion can be free (besides staffing costs) if you utilize your blog, email and social networks to promote effectively.

If you’re on a budget, then make the most out of the resources you already have:

  • Schedule social media updates to promote the webinar up until the live date.

  • Schedule and write blog posts over time.

  • Send out a promotional email to your subscribers to increase registrations.

  • Share the webinar details in relevant LinkedIn discussions and groups.

What’s your favorite cost effective way to promote your webinar? Share your stories in the comments section below!

Stay tuned for the next post in this series about webinar attendance.

 

We know there are a lot of common misconceptions about webinars. They’re expensive, people never show up or something always goes wrong. But we also know webinars are a great lead generation tactic that provides companies with high quality leads. So, why all the bad press?

We’re here to debunk the most commo​n webinar myths. Download “The Top 8 Common Webinar Myths” ebook to learn more:

download ebook

 

 

 

Debunking Webinar Myth #2: The price per lead is too high.

Debunking Webinar Myth #2: The price per lead is too high.

In our first post of this series, we talked about how you can conduct cost effective webinars for your organization, since most think webinars cost an arm and a leg to conduct. Along with this assumption, most marketers also think that the cost per lead is really high. This is simply not the case, and we’re going to show you why.

While webinars might cost a bit more than other lead generation tactics (direct mail, inbound marketing, etc.), the price per lead is justified given the average conversion rate of webinars compared to other tactics. Webinars are actually more likely to lead to a sale than other lead generation tactics:

Tweetable alert: Based on a recent survey we conducted with our clients, between 20% and 40% of webinar attendees turn into qualified leads, with an average cost per lead at $97.70.

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That’s only $40 more than a lead from inbound marketing or direct mail, and it’s almost three times cheaper than a trade show lead.

If you feel like your webinar leads aren’t quality leads, then there is a problem. According to a survey conducted by Redback Conferencing, one of the main reasons webinars fail is because of poor content (35%.). If prospects are not intrigued by your content, then they’re not going to turn into leads. Conduct post webinar surveys to see what your attendees had to say about your webinar and adjust accordingly.

 

Do you have a webinar success story? Share your stories in the comments section below!

 

Stay tuned for the next post in this series about the quality leads webinars produce.

 

We know there are a lot of common misconceptions about webinars. They’re expensive, people never show up or something always goes wrong. But we also know webinars are a great lead generation tactic that provides companies with high quality leads. So, why all the bad press?

We’re here to debunk the most common webinar myths. Download “The Top 8 Common Webinar Myths” ebook to learn more:

Download 8 commmon webinar myths
 
 

How to Identify and Clean up Bad Data

How to Identify and Clean up Bad Data

cost of bad dataThe implications of bad data are huge, as we discussed in this post. It causes not just direct financial losses to the tune of $600 billion annually in the US alone, but it could destroy a business. Businesses need to understand what causes bad data and take proactive steps to remediate the causes.

1. Automate: The number one reason for bad data is clerical errors as data is entered manually into systems. Automating manual steps such as moving figures and summations would reduce bad data significantly.

2. Shun the obsession with more: The hype on big data notwithstanding, collecting excessive data may become counterproductive, leaving no time for the marketer to undertake any meaningful analysis or evaluation of the collected data. Also, it could lead to data overload, increasing the chances of errors or wrong analysis. The lack of use of information leaves little incentive to improve data quality. A marketer is better off trying to put the available data to better use rather than seek more and more data and dilute its usage.

3. Seek out consistency: Fragmented information systems and blurred controls could lead to significant duplicate entries. Data scattered across disparate databases makes it difficult to mine that data for useful information, or use such data to build and improve customer relationships. Investing in a robust system and procedure upfront with regards to data collection would lead to better data consistency and eliminate the menace of duplicates. Some ways to do this include making changes in data collection forms, harmonizing methods, and instituting routine checks on data quality.

4. Undertake Data Audits: The best of precautions notwithstanding, bad data invariably creeps in due to unavoidable manual entries, technological glitches, deliberate wrong inputs by customers, and other reasons. The solution is a periodic data audit, to review key customer touch points and audit the customer experience. These audits should ideally review how data is collected and how the collected data is being used. Specific points for data audits include:

  • Reviewing the data collection forms and eliminating the collection of superfluous or unnecessary information.
  • Ensuring that data collection is consistent across the various touch points, including websites, ads, point of sales terminals, social media and more.
  • Using tools such as the ones offered by Business Objects and IBM to clean up inaccurate or contradictory data.
  • Place an expiry date on data, to update or delete stale records.
  • Enrich data with outside sources, to update stale records, such as a contact’s change of job
  • Break down data silos by ensuring that the various data related efforts go into a centralized data mart
  • Ensure that there are proper definitions and validations in place, so that the data entered is of high quality in the first place. One important check is searching for duplicates before entering new data, to avoid reinventing the wheel.
  • Ensure that data confirms to standard conventions and definitions, to eliminate misunderstandings.

Adopting data quality best practices could boost revenues by as much as 66%, and in most cases more than compensates for the time and money invested.

One way to improve data is through system integrations. ReadyTalk integrates directly with Eloqua, Marketo, Salesforce and other platforms to automatically move your webinar and conferencing data between platforms. By eliminating manual processes, the quality of the data is greatly improved. Learn more about ReadyTalk integrations.

 

Reference:

 

  1. http://go.crmfusion.com/rs/crmfusioninc/images/CRMfusion-Challenge-of-Bad-Salesforce-Data.pdf
  2. http://www.dhis2.org/doc/snapshot/en/implementer/html/ch13s02.html
  3. http://www.clickz.com/clickz/column/2258186/spring-cleanup-bad-data-not-big-data-needs-your-attention
  4. http://www.informationweek.com/new-tools-to-clean-up-bad-data/d/d-id/1042956?
  5. http://go.crmfusion.com/rs/crmfusioninc/images/CRMfusion-Challenge-of-Bad-Salesforce-Data.pdf
  6. http://www.dmrsgroup.com/papers/WPDataHygienePro3-06.pdf
  7. http://www.informationweek.com/new-tools-to-clean-up-bad-data/d/d-id/1042956?
  8. http://www.clickz.com/clickz/column/2258186/spring-cleanup-bad-data-not-big-data-needs-your-attention
  9. http://blog.kalido.com/whats-the-root-cause-of-bad-data/
  10. http://www.springcreeksystems.com/2013/05/27/how-does-bad-data-happen/

Webinar Promotion Q&A with Marketing Experts

Your Webinar Questions Answered by HourlyNerd's Dan Slagen and ReadyTalk's Shawn Cardinal

On August 19, Dan Slagen, the CMO of HourlyNerd spoke on ReadyTalk’s webinar series about the different ways to promote a webinar. He touched on five key components including:

  • Ways to market through your speakers
  • How partnerships can increase webinar attendance rates
  • How to blog about your webinar
  • Reasons not to be afraid of paid media
  • The importance of promising and delivering high quality content

Following the session, both Slagen and ReadyTalk’s lead trainer Shawn Cardinal took the time to answer questions asked by the listeners. Q&A Symbol

  1. How do you recommend advertising webinars in a B2B scenario?

While advertising webinars in a B2B scenario can be slightly more challenging than simply a B2C situation, the overall strategies are very similar. One of the best ways to attract other businesses is through paid channels. Spending money to promote it and attract an audience is almost as important as creating the content that will be presented in it. Often times, the easiest way to reach businesses through paid channels is LinkedIn. The use of this professional networking sight is becoming more prominent in the business world and is looked at more favorably compared to Facebook and Twitter.Webinar Promotion

However, when companies strategically utilize Facebook, it can produce great results. While companies tend to prefer LinkedIn, Facebook is starting to show more B2B activity. Unfortunately, the results very greatly, as some companies respond positively to Facebook and others do not. It is a channel that will require a lot of time and effort and can ultimately be expensive.  If you have someone in-house with knowledge on the different areas of performance marketing such as paid search and analytics, then you can allow them to dedicate their time to Facebook and Twitter. Otherwise, it might be more cost efficient to really only focus on B2C marketing through those two mediums.

Another great online method recommended for both B2B and B2C marketing would be cost per click. This will allow your company to track results and understand the advertisements that are working and the ones that aren’t producing as many results. Overall, the best way to advertise webinars is online. Whether you decide to use LinkedIn, cost per click, emails or Facebook, the best way to gain more registrants is through the Internet because online promotion leads to click-throughs and registration pages. It makes it more convenient for businesses to signup, and gives them the immediate opportunity.

  1. When do you recommend that we should start promoting our webinars?

The promotional time frame depends on the overall goal of the webinar. There is no set date, however, we recommend that promotion for most webinars should start two to three weeks in advance. Studies show that 64 percent of registrants actually register the week of the webinar, and 21 percent wait until the day of to register. As long as you are using strong promotional tactics, then waiting until two weeks prior to the live event, will still generate satisfying results. Less than two weeks, might be pushing it and not allow you to fully gain your maximum audience. While we typically suggest promoting a webinar two to three weeks in advance, if you are aiming to gain a large audience of over 1,000 attendees, more time and effort will need to be spent toward marketing the event, and you should start working on it about a month before the webinar to ensure that you target all prospects.

 

  1. Do you have any recommendations to endure attendance? We have a bunch of registrants, but then the actual live attendance rate is very low. What are some tips as to get people to show up?

Now before you get discouraged from your attendance rate, alter your expectations to become more proper and accurate. In general one-third of your registrants will most likely not show up; so don’t expect a 90 percent attendance rate because that is just not realistic. We all prefer participants to listen to the live webinar in order to spark conversation and to provide a better overall experience for them.

One of the best ways to encourage registrants to be present for the live date is running a contest and giving them an incentive to show up. We are not talking about offering them a free iPad or 100-dollar gift card, but make the incentive something industry related. Make the prize something industry, subject or training related such as free tickets to an upcoming conference. This way you do not attract people who simply want the “random” gift, but instead you start to accumulate an audience generally interested in your content. Even if people do show up just to receive the free giveaway, at the end of the day the most important thing is that they will be there to listen to your speaker and learn about your content.

The number one way to attract people to your webinars is by advertising exclusive and intriguing content. Big surprise! If people are interested in your topic and the content you will be offering, then they will register and hopefully be present at the start time. The more interested they are, the more of a “can’t miss” status your webinar holds. However, things come up and people sometimes have other obligations causing them to rely on the webinar recording, which leads us to our next question.

 

  1. How do you promote a webinar and offer a recording to an audience without cannibalizing your own live attendance?

 Recording a webinar is a very important promotional tactic that many companies use because it allows multiple people to benefit from the information and increases brand awareness. However, to increase the live attendance rates, it is important that you are careful and strategic in promoting the recorded aspect of the webinar. Avoid sending very blunt and obvious messages advertising the fact that your company will be recording the webinar and sending it to registrants. Instead, inform participants at the start of the presentation that there will be a recording sent to them at the conclusion of the webinar.

The recording of a webinar can be as useful in generating leads as the live event, if people are able to easily access it. It is vital that you put recorded webinars on your company’s website. This way, when people are clicking through your company’s website, they will have the opportunity to watch it. Use the recordings to your advantage. Offer the recorded piece to the public, but before they can watch it have them fill out some type of form with their information on it. Ask them to provide their name, company, email, etc. just simple information that could benefit your company and increase your database. This way, both your company and the viewer both benefit from the webinar. Give as many people as possible access by making it easily available to everyone. Make the information that you are providing interesting and compelling and have it out there for people to discover and learn about. They may not buy your product from one webinar, but it will certainly increase brand awareness and company credibility.  

 

To learn more about promoting a webinar, check out the full webinar recording here: Guarantee Nobody Misses your Next Webinar.

 

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.