Posts tagged ‘webinar’

Secrets to a great webinar – Part 3

Here’s the third and final segment to running a successful webinar. In the first two parts, we discussed some helpful hints and best practices for preparing and presenting your webinar. Today we’ll discuss what you should do after your webinar to help you achieve your desired goals.

  1. Always have a post-webinar discussion. In Part 2, I discuss the fact that you always want to make your webinars one hour long. However, many times you’ll find several attendees that want to talk beyond the stopping time. No problem. Invite those folks to stay on the line for a post-webinar discussion, which can last as long as they want. You have a motivated, interested, and invested audience just sitting there, waiting for the next step, so take advantage of it.
  2. Have a demo, sample, download, and trial ready to go before the webinar starts. Assume that every attendee will want to take the next step (“Call To Action“) and be prepared to share/send your customary giveaway, whether it’s a demo, product sample, software download, online catalog, etc. Webinars are all about capitalizing on the buzz of the moment, so be sure to accommodate the needs of your attendees without making them work for it or making them wait.
  3. Measure. This goes all the way back to the first point I made in Part 1: Determine your goals. Keep track of attendees in your sales management system, and actively track their activity over time. Depending on your products and sales cycles, the realization of your goals may either be immediately known, or it may take some time to determine. Either way, be diligent and keep accurate records of interactions, activities, and purchases.

I hope you found this series to be helpful, interesting, and entertaining. If done correctly, webinars can be tremendously beneficial for lead & revenue generation, and can set you apart as an industry thought leader. With proper planning, goal-setting, and execution, you may find yourself taking your company to the next level faster than you thought possible. If you’d like more information, or would like to utilize a consulting firm to help you with your webinar needs, please contact me directly or though our web form.

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June 10, 2009 at 12:58 am Leave a comment

Secrets to a great webinar – Part 2

Part 1 gave helpful pointers about what you should do before your upcoming webinar. Part 2 of this three-part series explores some tips and tricks that will help you get the most out of your webinar during the presentation. You’ve done your homework, you’ve worked hard on your delivery, and you have your audience captive. Here’s how to make the most of this opportunity.

  1. Utilize a solid, industry-standard, universally accepted technology. Under no circumstances can you half-ass this. Your image and perception will be defined just as much by the production of your presentation as the presentation itself. No matter how pure your intentions are, it won’t mean Jack Squat if the technology fails. Do yourself a favor and invest a couple bucks in a known, proven commercial product. Here are my recommendations:
    • DimDim. This is a fairly new open source technology that works great and is gaining a large following. Free for up to 20 people, which is perfect for small or one-on-one webinars. If you need something a little larger, you can present to 50 people for just $25 for a month. These are the month-to-month, no commitment prices; the longer-term commitment prices are even lower.
    • WebEx: The whole world knows and uses WebEx, so you can’t go wrong if you choose them. They’re a bit pricier, but still dirt cheap in the grand scheme. They are also your technology of choice if you have a really large webinar. For $69 for a month (again, this is the month-to-month price) you can present to as many as 1,000 people. Frankly, if you’ve managed to assemble 1,000 people to attend your webinar, you can’t afford not to get WebEx.
  2. Always make your webinars exactly one hour long. This is a standard length of time. Any shorter and it may feel rushed. Any longer and it starts to feel like a Fidel Castro speech to your attendees.
  3. Never, ever be late. Be respectful of people’s schedules, so never start late, and never end late. ‘Nuff said.
  4. Make it an open forum, not a closed sales pitch. After all, the purpose of the webinar is to develop leads, build your pipeline, and increase sales opportunities. Give your attendees the chance to ask questions and participate, which will make them more engaged and desirous to learn more. Do what you would naturally do if you were giving an in-person sales presentation.
  5. Survey. This is a step that many webinar hosts forget to do. Before you finish, ask your attendees to complete a short survey regarding what they liked/disliked, whether they found the information to be worthwhile, if they’d recommend this to a friend, and whether they have additional questions. And make sure you capture their contact information. If they’ve stuck with you for the entire hour, chances are very good they’re hot leads, so you’ll get a very high survey completion rate. If they’ve asked to be contacted, follow up with them as soon as possible, preferably within 24 hours.

Tomorrow – Part 3, which will focus on what to do after your webinar has concluded. Stay tuned!

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June 9, 2009 at 12:16 am 1 comment

Secrets to a great webinar – Part 1

Several of you have asked me about webinars: what they are, how to conduct them, how to attract an audience, and how to generate revenue from them. Every industry is a bit different, which means there’s no magic answer, but there are some fundamentals you should follow to maximize the effectiveness of your efforts. There are plenty of places to go online that explain the nuts and bolts of webinars, so I’d like to focus on best practices and tricks of the trade I’ve obtained through years of experience.

This is a pretty lengthy topic, so I’m going to break it up into three parts: what to do before, during, and after your webinar. Today we’re going to focus on what to do before.

  1. Determine your goals and define “success. The importance of this activity cannot be overemphasized. Without goals, there’s no way to determine whether you’re doing the right thing or the wrong thing. Goals can be as concrete as website visits and revenue, or as abstract as brand awareness, lead generation, and industry leadership. Either way, predetermine your goals and define “success” as the attainment of those goals.
  2. Give attendees a month to get it in their calendars. Everybody’s busy, so the longer lead time you give people, the more likely they’ll attend. Let me put it another way… if you want to guarantee your failure, send out an invitation three days before the webinar.
  3. Invite a friend. Whichever webinar technology you use, be sure that it has a “invite a friend” function. You can expect 1/3 to 1/2 of your attendees to be invited friends, who will in turn invite their own friends. Set the viral marketing beast loose.
  4. Utilize Webinar Central or another webinar aggregator / directory to help promote your event. Let the web do the work for you. Along with inviting your colleagues, prospects, and customers, open the webinar to anyone that wants to attend (unless, of course, you’re presenting proprietary information). After all, the name of the game is ‘butts in the seats,’ so do everything you can to ensure this.
  5. If at all possible, use someone with a good radio voice. Monotone and mushmouth presenters can make an hour feel like an eternity, and all value in your message can be lost. You don’t need to hire Ryan Seacrest, but your presenter should have the ability to change tone, alter pitch, understand the value of pauses, and be engaging and conversational.
  6. Practice. I know that practice takes time and it’s no fun. But listening to a presentation that’s never been rehearsed beforehand is one of the more painful experiences one can endure. It gives attendees the impression that you’re unprofessional, unprepared, even uncaring. On the other hand, a well-rehearsed presentation sounds great, looks great, and puts the presenter and his/her company in the very best light. The question you have to ask yourself: if I were a potential customer listening to me, what would be my impression, and would I feel confident to buy from this person?

Tomorrow, Part 2: What you should do during your webinar.

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June 7, 2009 at 10:43 pm 1 comment

How do you define a hot lead?

“If you ain’t dialin’, I ain’t smilin’.”

“Fill the pipeline and sort it out later.”

“All leads are good leads.”

We’ve heard them all before. Most people (and seemingly all of my past bosses) equate number of leads with quality of leads. Go to a trade show, have a giveaway contest in the booth, collect 3,000 leads, and consider the show an unparalleled success. Unfortunately, once the smoke clears and the afterglow of the show has passed, you soon realize that those 3,000 leads were nothing more than “trick or treaters” looking for a freebie to take back home. After spending six months chasing down all 3,000 leads, you discover that only 35 of them are actual revenue-generating customers, and only half of them are ready to make a purchase decision. In the end, you’ve spent $100,000 on a trade show that netted 12 customers and generated $150,000 in sales. Take into consideration all the efforts to get the booth ready, manning the booth, and time that the salespeople were out of the field, and suddenly you find yourself in a conversation with your manager about cutting back the number of shows your company attends next year.

The problem, of course, is not the show. Rather, it’s the way you pre-define prospects, leads, and customers. For every marketing program — whether it’s a trade show, advertising campaign, webinar, etc.— you need to have a game plan before, during, and after the event. You need to take the time to fully understand the customers, the needs of those customers, the sales process (see my “Lily pad” marketing entry for more info on nurturing a prospect into a customer), the messages that will resonate with customers in a differentiating manner, and the most effective medium with which to communicate. Complicated? Absolutely, but not on the rocket science level. Effective? Without a doubt.

I’ve helped many companies and clients with their lead generation needs (here’s a success story from my website), so if you’re looking for someone to help you, give me a shout.

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May 22, 2009 at 12:32 pm 5 comments


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