Webinar Success: How to Generate Significant Revenue and Leads from Free and Paid Webinars

Transcription

1 Webinar Success: How to Generate Significant Revenue and Leads from Free and Paid Webinars Part I: Paid Webinars Leslie Davidson Davidson Direct

2 Today s Objectives How to decide if webinars are right for your business. Topic selection, or how to make more than $100K on a single webinar! Marketing strategies, including , lists, social media, banner ads, advertorials, and print (yes, print!). How to price your webinars. Post-webinar strategies. Recap: Webinar do s and don ts.

3 Are Webinars Right for You? Here are some factors to consider when deciding whether or not to do webinars: Revenue Leads Human resources Costs Impact on other products and services

4 Topic Selection How to select topics that resonate with your audience. Can topic really impact revenue that much? And about that $100K webinar

5 Marketing Strategies marketing: When, how often, how many. Lists, and what you can do if you don t have one. Social media: Twitter, Facebook, LinkedIn. Banner ads. Advertorials. Print.

6 How to Price Your Webinar How pricing can affect registration. How to decide what your audience will pay. High price vs. low price. Selling a webinar series. Yearly passports.

7 Post-Webinar Strategies Selling CDs and streams after the webinar. Use as premiums for other products. Newsletter stories. Post-conference surveys. Follow up with new customers.

8 Recap: Webinar Do s and Don ts Do s: Pick great topics. Send multiple s for each webinar. Always look for ways to grow your lists. Test pricing. Add social media to your marketing mix. Get input from attendees. Use the information from webinars in other ways.

9 Recap: Webinar Do s and Don ts Don ts: Don t start marketing too early. Don t be afraid to send multiple s, no matter how many webinars you do. Don t worry about pricing your webinars too high. Don t sell multiple webinars at the same time. Don t miss out on webinar revenue because you don t have time to do them

10 If you need help with your webinars Leslie Davidson Davidson Direct

11 Webinar Success: How to Generate Significant Revenue and Leads from Free and Paid Webinars Part II: Free Webinars Susan Woodard Director of Business Development, EB Medicine

12 Objectives Review two types of FREE webinar models Discuss content development, marketing, and financial structure for both models Learn how and where each of these webinar models could fit into your business See industry examples for both models and discuss what has worked, what has not and why

13 Two Free Webinar Models Sponsorship a partner or advertiser pays your company to market and/or produce a webinar for them Objectives Variations on this model Lead Generation this type of free webinar is developed to drive sales leads for your company s products and/or services Objectives Variations on this model

14 Sponsorship Webinar - Content Keys to Success: Collaboration Relevance Strong speaker(s) Balance of ad v. value content Marketability Shelf life Tracking

15 Sponsorship Webinar Marketing Keys to success: Develop compelling copy with strong key takeaways and benefits of attending Promote to the right list(s) Generate the volume and type of leads a sponsor expects for campaign success Determine a sufficient number of marketing efforts and channels Add back-end value for your sponsor

16 Sponsorship Webinar Financial Structure Internal Factors Keys to Success 1. Understand the value of your list and channel marketing 2. Detail the expenses related to webinar production 3. Assign a cost to customer support and staff time 4. Compare against other sponsorship webinar models in your market before setting sponsorship cost

17 Sponsorship Webinar Financial Structure External Factors Keys to Success: 1. Understanding your sponsor s goals and desired outcome 2. Being able to speak to success of prior sponsored webinars 3. Setting the right price 4. Sponsorship Agreement and IO 5. Establishing sponsorship metrics and follow-up process 6. Tiered pricing structure with add-ons for additional marketing bandwidth 7. Longer-term sponsorship options 8. Bundling of webinar sponsorships with other advertising options

18 Sponsored Webinar Example from Atlantic Information Services, Inc. Sponsorship Price: $10K Client Goal: 750 Registrants Results: 820 registrants Marketing: 8 blasts: 4 to entire list and 4 to a more targeted micro-list Weekly ads in AIS e- newsletters Ad on AIS Web site Campaign duration: 2 months

19 For profit companies are not the only ones hosting sponsored webinars. Associations are leveraging this revenue opportunity as demonstrated by The American Institute of Chemical Engineers.

20 Free Webinar Lead Generation - Content Keys to success: A webinar agreement that includes rights to content post-webinar for recording, transcript, and repurposing Topic/Content must have high perceived value and be closely related to the products or services you are selling Choosing the right internal or external speaker Webinar must fulfill on what is conveyed in marketing Striking the right content/product balance the speaker can work in subtle product references Presentation materials are more important than you think Collect future topic ideas through post-webinar survey Value-added content post-webinar

21 Free Webinar Lead Generation - Marketing Keys to success: Interview your speaker(s) to obtain the key marketing items Develop a campaign brief and request written synopsis Commit to a multi-media, multi-effort promotional plan Utilize outside list partners to drive new prospects Open to clients for value add, but track results separately from prospects Involve your sales team by encouraging them to urge clients to sign up, and again on back-end with training and goals Generate a survey on back-end that is geared toward qualifying sales leads Build post-webinar on-demand recording efforts into your campaign plan

22 Free Webinar Lead Generation Financial Structure Keys to Success: Understand your webinar costs, potentially use a lower cost platform such as Webex or GoToMeeting Template your communications to avoid drain on staff resources Send multiple follow-up communications to avoid dramatic decreases from registration to attendance Establish flow and metrics: Track results to Registration -> Attendees (50-65%) -> Survey respondents (20-35%) A leads (demo requests), B leads (product info. requests), C leads (survey respondents Satisfactory or Excellent rating), D leads (non-survey respondents) Leverage on-demand recording for back-end revenue stream Look at other ways to repurpose content if webinar is successful

23 Free Webinar Indirect Product Offer

24 Sample: Free Webinar Series Indirect Product Offer

25 Free Webinar Direct Product Offer

26 Sample: Free webinar Direct product offer

27 QUESTIONS?