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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.

Don't Stutter. USe the Webinar ROI Calc. Image 1

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:

Don't Stutter. USe the Webinar ROI Calc. Image 2

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.

tree1_w640

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

How to Actually Measure Your Content Marketing

Today’s guest post comes from Jesse Noyes,Senior Director of Content Marketing for Kapost. Kapost is a leading provider of content marketing software and services

By now you’ve witnessed the rise of content marketing.

Ninety-one percent of B2B marketers use content marketing and 78% of CMOs think custom content is the future of marketing. Meanwhile, in the present day, marketers are struggling to measure how their content is moving the needle.

In fact, 73% of marketers say they aren’t effectively tracking metrics. There’s a good chance you’re in that number.

It’s not that there aren’t metrics to track, it’s that we don’t know which metrics are worth tracking. We’ve seen this kind of analysis paralysis before. Hell, we’ve experienced it firsthand.

But through many trials internally, and through our work with hundreds of customers, we’ve come up with a guide to content marketing analytics. Our goal was to distill the metrics that can be measured into four critical areas of a healthy, functioning content marketing operation.

Here’s the short and sweet version of our guide.

 

Content Marketing Production

1. Production

This might seem simple, but it’s easily overlooked. If you want to thrive in content marketing, you need to keep track of how much content your team is producing so you can address bottlenecks and gaps.

First, look for patterns in the number of content assets you produce, the time it takes to produce those assets, and how often you’re hitting—or missing—deadlines. Get granular. Break out these numbers by content type and contributor so you know which assets are taking the longest to produce and which members of your team hold up progress.

Next, track how those individual content pieces align with your buyer personas as they move through the sales funnel. Content at the top of the funnel should be more buyer-centric, focused on their interests and challenges. As they’re ushered down the funnel and near a purchase decision, content should become more aligned with your product. If you’re not tracking how much of your content addresses specific personas, you won’t be able to identify—and fill—the gaps.

 

Content Marketing Engagement

2. Engagement

We use a simple but broad definition here. Engagement is when buyers take measurable actions that signal they value your content. In other words, it’s the signs of your content sparking activity among your buyers and your market.

To get an overall engagement number, you’ll want to track the following things:

Social shares: These signal that those potential buyers see enough value in your content to pass it onto their network.

Inbound links: These drive not only longtail traffic and increased authority to your content, but show that the market you serve is engaging with it.

Repeat visitors: These are important signs that your content is seen as a real resource that supports the needs of your audience.

 

Content marketing performance

3. Performance

Performance metrics track at a high level how your content is stacking up against your larger marketing goals. Really, they measure the pool of potential buyers drawn into the top of your funnel and how they flow into your pipeline.

To get at an overall measurement of performance, we recommend tracking the following metrics:

Unique visitors: This metric tells you whether your content is building a growing audience. That might sound trite, but this pool of people will become your active pipeline.

Page views: This is valuable to track because it’s a measure of how much of your content is being digested. You can start to find patterns as you see which content is getting the most views, and apply that knowledge to your content creation.

Organic search, direct traffic, and referral traffic: These are the pathways to your content, the organic channels that will—except in rare instances—deliver the most qualified audience to your content.

Keep in mind that whenever possible you’ll want to apply conversions against these metrics. That allows you to see how better performance ultimately leads to a healthier pipeline.

Content scoring

 

4. Content Scoring

The final, and perhaps biggest, piece of the content analytics puzzle is content scoring. This is a deeper dive into your funnel that measures how content influences a buyer’s journey from stage to stage, then assigns content assets and campaigns a score based on that influence. The result is an actual, verifiable score that proves the business impact of content marketing.

Content scoring works by combining the behavioral data within your marketing automation system with the stage progression data captured inside your Customer Relationship Management (CRM) system.

In its simplest form, content scoring looks at every content asset that a buyer interacts with as they move from one stage of your pipeline to another—say from a prospect to a Marketing Qualified Lead. You then divide that one MQL by the number of content assets that buyer touched, which provides even content scores across each influential asset. A more detailed process might include an attribution formula for particular assets. For instance, you might give the first and last touches greater weight for the MQL generated.

Content measurement

Content scoring is most valuable when applied across all the buyers and stages of your pipeline. The score you calculate directly corresponds to number of conversions generated, right down to closed deals. (Note: This becomes highly manual and difficult without content marketing software to automate the process.) This enables marketing teams to assign actual value to the content produced.

Put these four areas of measurement together and you’ll have a dashboard to monitor—and help you improve upon—the health of your content marketing operation. Grab your copy of the content analytics guide to dive into more detail, including which tools you need to collect and analyze all these metrics.

 

Jesse Noyes, KapostAbout Jesse Noyes

Jesse is the Senior Director of Content Marketing for Kapost. In this role, he’s charged with producing overseeing the company’s content marketing strategy and delivering high-value educational experiences for the industry. He is aware of how meta churning out content marketing for a business that sells to content marketers sounds. Jesse is the former Managing Editor at Eloqua (now owned by Oracle), where he ran the company’s award-winning blog and produced plenty of other stuff. You can follow him on Twitter at @noyesjesse if you’re interested in content marketing and dogs.

ReadyTalk does JA in a Day

Jessica Nolan is the chair of ReadyTalk’s Charitable Contributions Committee—an employee-drive committee supports non-profit organizations that create a positive impact on the community.

For the second year in a row, 10 ReadyTalk employees visited nearby Brown Elementary School to volunteer for Junior Achievements’ JA in a Day Program. This program utilizes the JA curriculum to facilitate group activities and teach important financial literacy skills and concepts. Employees were paired up and assigned a classroom of 20-30 kids in 1st grade through 4th grade.

I had the privilege of teaching with Seth Goings, a ReadyTalk engineer, in a 3rd grade classroom with a focus on “Our City.” The students were so impressed when Seth introduced himself and told them that he is a software developer. During the day, we learned about zoning, the characteristics of cities, and how people and businesses in cities manage their money. Each child was able to open their own business, create a budget, and learn the difference between expenses and revenue. My favorite part of the day was when one girl asked, “Will you be visiting again tomorrow? This is so much fun!” To learn more about the organization or to sign up to volunteer visit http://www.jacolorado.org/). 

 

ReadyTalk does JA in a Day