WEBINARS ON WEBINARS: EDUCATION + ENTERTAINMENT

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1 WEBINARS ON WEBINARS: EDUCATION + ENTERTAINMENT INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 WEBINAR SCHEDULE 1/14 - Setting your webinar up for success 1/21 - Mesmerizing your audience 1/28 - Solving for your audience

4 Mark

5 Chris

6 Matt

7 AGENDA 1 Why webinars? 2 Choosing a webinar topic 3 Planning the webinars content 4 Promoting the webinar

8 HOW WOULD YOU DEFINE A WEBINAR?

9 A RADIO SHOW A VIRTUAL EVENT

10 1 WHY WEBINARS?

11 EDUCATION

12 COMMUNICATION

13 ENTERTAINMENT

14 BUILD CONNECTIONS AND RELATIONSHIPS

15 THE GOAL: TO BUILD TRUST They trust your product can help them solve their need. They trust your business is responsible and will treat them right. They trust your business and tell their friends about your product.

16 EDUCATED LEADS CUSTOMERS DELIGHTED CUSTOMERS

17 2 CHOOSING A WEBINAR TOPIC.

18 SOLVE FOR THE AUIDENCE What is their problem or need?

19 WHAT IS YOUR GOAL? WHAT ARE YOUR NEEDS?

20 MAKE SURE THEY ALIGN WITH

21 BUYER PERSONAS: Semi-fictional characters that represent your dream customers.

22 THE BUYER S JOURNEY

23 THE BUYER S JOURNEY How to increase your lead volume by blogging. Why blogging is more effective than paid advertising. What s the right blogging platform for your business.

24 SET THE RIGHT EXPECTATIONS

25 3 PLANNING THE WEBINARS CONTENT.

26 TAKE YOUR TIME 4 weeks minimum 6 to 8 weeks recommended

27 Align content with the audience s problem or need

28 FIND GUEST EXPERTS BE SELECTIVE DON T HAVE TO MANY COOKS IN THE KITCHEN

29 HOW TO PLAN YOUR WEBINAR: Creating the marketing content Create the webinar content Find people that can help you

30 1 CREATING THE MARKETING CONTENT

31 1) WHAT WILL PEOPLE LEARN Brainstorm and document all the things people will learn in bullet point format

32 2) ADD DETAIL Write a one or two paragraph description describing the benefits of the webinar.

33 3) BRAINSTORM THE TITLE Write down as many titles as you can. The title should be compelling, actionable and descriptive.

34 4) WHO SHOULD ATTEND Describe who should ideally attend the webinar so their expectations are met.

35 5) DATE, TIME & HOSTS Align the date and time with your audience. Seek out guests that are experts in the topic.

36 6) SET THE EDUCATION LEVEL If applicable, explain what people can expect from an educational standpoint.

37 7) LANDING PAGE FIELDS Work with your sales team to understand what information would be valuable for them and you.

38 Let them know the webinar will be recorded

39 It s all about setting the right expectations with the audience.

40 DON T DELAY Take it live right away Keeps you accountable Worry about promotion later

41 2 WEBINAR CONTENT

42 CREATE AN AGENDA

43 Set due dates Decide who will be responsible for what content and slides

44 SLIDE DECK TIPS: 1. Start slides with just text 2. Organize slides 3. Edit text on slides 4. Add images to slides 5. Organize slides 6. Repeat

45 UNDER PROMISE, OVER DELIVER.

46

47 FOR EXAMPLE Free piece of content A product discount Surprise guest Surprise content Exclusive or open to all?

48 3 FIND PEOPLE THAT CAN HELP YOU

49 Find people to help with social media activity and live questions

50 4 PROMOTING THE WEBINAR.

51 IT ALL STARTS WITH SEGMENTATION KNOW YOUR AUDIENCE

52 Internal communication Social media Calls-to-action Calendar Blog article

53 WRITE A BLOG ARTICLE

54 SOCIAL & CALLS-TO-ACTION

55

56 +

57 THE INTEGRATION PROVIDES TWO KEY BENEFITS: 1 2 Dramatically reduce the time it takes you to set up and deliver a webinar, so you can focus on creating great content. Give you actionable webinar activity data inside of HubSpot.

58 THE INTEGRATION TOUCHES MANY PARTS OF THE HUBSPOT PRODUCT: It allows you to create registrants in GoToWebinar when they convert on specific HubSpot landing pages. Add the ability to segment, nurture and score leads based on webinar activity. Displays lead interactions with your webinars in the HubSpot timeline. Import registrants and attendees from GoToWebinar.

59 Image needed IT S GO TIME! Let s set up a webinar from end to end using the integration.

60 First, create your webinar in GoToWebinar

61 Now, move over to HubSpot and turn your webinar on

62 Now, move to HubSpot and create your COS Registration Page

63 Now, move over to HubSpot and craft your s

64 WHAT DID WE DO? Created a webinar in GoToWebinar Made a GTW registration page using HubSpot landing pages Wrote promotional s to drive registration

65 WHAT IS A KEYWORD? PERSPECTIVE: Consumer/ Prospect So, what else can this thing do?

66 NEXT STEPS 1. Brainstorm and choose a your webinar topic 2. Create the webinar s marketing content 3. Connect your HubSpot and GoToWebinar accounts 4. Set up your HubSpot landing page 5. Start promoting the webinar using HubSpot

67 RESOURCES Getting Started with HubSpot and GoToWebinar 30-day free GoToWebinar trial The Ultimate Webinar Checklist

68 QUESTIONS?

69 THANK YOU.

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