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
#INBOUNDLEARNING
WEBINAR SCHEDULE 1/14 - Setting your webinar up for success 1/21 - Mesmerizing your audience 1/28 - Solving for your audience
Mark Kilens @MarkKilens
Chris LoDolce @chrislodolce
Matt Schnitt @mattschnitt
AGENDA 1 Why webinars? 2 Choosing a webinar topic 3 Planning the webinars content 4 Promoting the webinar
HOW WOULD YOU DEFINE A WEBINAR?
A RADIO SHOW A VIRTUAL EVENT
1 WHY WEBINARS?
EDUCATION
COMMUNICATION
ENTERTAINMENT
BUILD CONNECTIONS AND RELATIONSHIPS
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.
EDUCATED LEADS CUSTOMERS DELIGHTED CUSTOMERS
2 CHOOSING A WEBINAR TOPIC.
SOLVE FOR THE AUIDENCE What is their problem or need?
WHAT IS YOUR GOAL? WHAT ARE YOUR NEEDS?
MAKE SURE THEY ALIGN WITH
BUYER PERSONAS: Semi-fictional characters that represent your dream customers.
THE BUYER S JOURNEY
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.
SET THE RIGHT EXPECTATIONS
3 PLANNING THE WEBINARS CONTENT.
TAKE YOUR TIME 4 weeks minimum 6 to 8 weeks recommended
Align content with the audience s problem or need
FIND GUEST EXPERTS BE SELECTIVE DON T HAVE TO MANY COOKS IN THE KITCHEN
HOW TO PLAN YOUR WEBINAR: 1 2 3 Creating the marketing content Create the webinar content Find people that can help you
1 CREATING THE MARKETING CONTENT
1) WHAT WILL PEOPLE LEARN Brainstorm and document all the things people will learn in bullet point format
2) ADD DETAIL Write a one or two paragraph description describing the benefits of the webinar.
3) BRAINSTORM THE TITLE Write down as many titles as you can. The title should be compelling, actionable and descriptive.
4) WHO SHOULD ATTEND Describe who should ideally attend the webinar so their expectations are met.
5) DATE, TIME & HOSTS Align the date and time with your audience. Seek out guests that are experts in the topic.
6) SET THE EDUCATION LEVEL If applicable, explain what people can expect from an educational standpoint.
7) LANDING PAGE FIELDS Work with your sales team to understand what information would be valuable for them and you.
Let them know the webinar will be recorded
It s all about setting the right expectations with the audience.
DON T DELAY Take it live right away Keeps you accountable Worry about promotion later
2 WEBINAR CONTENT
CREATE AN AGENDA
Set due dates Decide who will be responsible for what content and slides
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
UNDER PROMISE, OVER DELIVER.
FOR EXAMPLE Free piece of content A product discount Surprise guest Surprise content Exclusive or open to all?
3 FIND PEOPLE THAT CAN HELP YOU
Find people to help with social media activity and live questions
4 PROMOTING THE WEBINAR.
IT ALL STARTS WITH SEGMENTATION KNOW YOUR AUDIENCE
Email Internal communication Social media Calls-to-action Calendar Blog article
WRITE A BLOG ARTICLE
SOCIAL & CALLS-TO-ACTION
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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.
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.
Image needed IT S GO TIME! Let s set up a webinar from end to end using the integration.
First, create your webinar in GoToWebinar
Now, move over to HubSpot and turn your webinar on
Now, move to HubSpot and create your COS Registration Page
Now, move over to HubSpot and craft your emails
WHAT DID WE DO? 1 2 3 Created a webinar in GoToWebinar Made a GTW registration page using HubSpot landing pages Wrote promotional emails to drive registration
WHAT IS A KEYWORD? PERSPECTIVE: Consumer/ Prospect So, what else can this thing do?
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 email
RESOURCES Getting Started with HubSpot and GoToWebinar 30-day free GoToWebinar trial The Ultimate Webinar Checklist
QUESTIONS?
THANK YOU.