getting started with content marketing how about a webinar?

Want to Get Started with Content Marketing, How About a Webinar?10.19.2017

Dennis Schiraldi

© Copyright DOYO Live All Rights Reserved

R. Kashmiry & Associates, Inc. + Juggerbot3D

Today’s Webinar Sponsors


Agenda

• Introduction – Dennis Schiraldi

• Getting started with content marketing

• What content is generated for a webinar

• How to execute a webinar strategy

• Summary

Ongoing educational resource to marketing, sales, business and design professionals:• Blog• Webinars• Email • DOYO Live Marketing Show – Video & Podcast• Workshops• Annual Conference

Stimulate the Economy of YoungstownGive Back to the Community

Mission



Dennis Schiraldi• DOYO Live Founder• 60+ Webinars• GE Healthcare• Youngstown


What is Content Marketing

ONE CONTENT • One Platform• Consistent Delivery

OVER TIME (12+ MONTHS)


Where are the leads?


Who has that kind of time?


Where to start?

• You want to do content marketing but don’t know where to begin?• You need to start generating leads right away.• You don’t have 12 to 18 months to wait it out.• Don’t have an audience?• What defines content marketing?• Who makes the rules?• B2B & B2C


Content Marketing What types of content do you get with a webinar?


• 2 to 3 blogs (Minimum)• Incorporate promotion of the event• CTA – Register for the blog• Guest presenters• Marketing • Vendor partners


Ways to Re-Purpose the Presentation

Record the event make content ready on-demand

SlideShare

Try to record the speaking of the webinar for your podcast

Transcribe the webinar – Turn into a digital guide or eBook

Re-purpose on your blog, social media and email

Training – Often Most Overlooked


What’s the Plan?


Align Resources - Logistics

• Internal & external speakers align with date/times• No other big events planned on your date, timing prior to a trade

event, etc.

• If physical space is needed be sure to reserve in advance.


Speakers

• Internal vs. External

• Company Leadership

• Thought Leaders

• Consultants

• Prospects

• Customers


Technology Platforms


Pre-Registration

• Capture key demographics

• Qualifying lead generation questions

• Registration confirmation


Pre-Registration Questions

• Does your organization have a budget to implement the following solution in the next 12 – 24 months?

• What best describes your role with your organization?• Have you considered making a purchase of the following in the next

12 – 24 months?• What best describes your organization?

B.A.N.T. or Marketing Automation Software Scoring


Promotional Strategy


Webinar

Email

Social Media

Blog

Sales

Customer Service

PPC

Medium/Pulse

Flipboard

Hub & Spoke Model


Promotional Strategy• Map out your promo strategy • Cross promote between various channels• Social community• Blog strategy can drive registrations• Email is #1 for generating registrations• Coordinate your entire organization to promote i.e. sales, customer service,

etc.• Twitter – send @messages to targeted audience, # for visibility and

questions in general• Reminder emails – 1 week and 1 day• Leverage Existing Lists


Editorial CalendarMedium Date Time Topic/Copy Link

Email Promo #1 5/8/2014 10AM-EDT Promo invite

Registration Link

Twitter 5/8/2014 Noon-EDT

Integrated RIS/PACS workflow, learn how to resolve your bottle necks! #radiology

http://ow.ly/uDu6D

Facebook 5/8/2014 2PM-EDT

We'd like to invite @Imagingbiz to attend our webinar. Q/ris 3000 - it's a game changer for #radiology workflow. http://ow.ly/uD

u6DEmail Promo #2

5/152014 4PM-EDT Promo invite http://ow.ly/uDu6D

Blog 5/16/2014 6PM-EDT

Want to learn how the Q/ris 3000 can help to fully integrate your workflow in #radiology from scheduling to billing? http://ow.ly/uD

u6D

https://www.google.com/url?q=http://ow.ly/uDu6D&sa=D&usg=ALhdy2-RYQz9Gd5YnNOTL4alkNnVKCBmUQ







Data Mining

Joe Pulizzi, Content Inc.

Why content marketing matters. More interesting compelling your content the larger you email list and overall subscribers. Which gives you an opportunity to monetize with lead generation, nurturing events like webinars!


80%


“I get by with a little help from my friends…” – John Lennon


Ideas to Leverage Partners• Marketing services leverage clients or

vendor partners.• Manufacturer – Could leverage technology

providers in CRM, etc.• IT – Software & hardware vendors• Trade Publications - $$$• Consultants• DOYO Live (Shameless plug) – Critical

mass


“WE TALKING ABOUT PRACTICE”

ALLEN IVERSON, FORMER NBA ALL-STAR FOR THE PHILADELPHIA 76ERS


Preparation• Dry Run – Practice about 1 week prior• Sync Up – Day before• Logistics – Land line + sound check• Comfort level with webinar technology – passing presentation

rights for transitions• Review deck for perfection and make sure web platform doesn’t

re-adjust• Back up in case of power outage


EVENT


You’re big party!


TAKE A POST IT NOTE AND WRITE IT BIG BOLD LETTERS WITH A BLACK SHARPIE & POST WHERE YOU CAN SEE IT!

RECORD


BUILDING ENGAGEMENT ON WEBINARS

• Web camera

• Raise your hand feature

• Chat

• Twitter chat

• Polling questions

• Live Q&A


Bullet points


Presentation - Power Point General Rules

• Consistency with font & font size• Spell check• Content check• Every other slide bullets & pics• No Automation• Don’t write everything you intend to say because the word

should be a reference point to your talk not something that we would want to read on our own!


Pace of Presentation


Polling Questions

• Does your organization have a tool? Y/N/Under consideration• Are you attending the upcoming trade event?• Have you considered implementing a new system in the next 12

– 24 months?• Would you be interested in a follow up meeting? Y/N• Are you still awake? Y/N/Not a chance• Do you multi-task during webinar presentation? Y/N• Would you like to schedule a follow up demo? Y/N


Live Q&ABe sure to follow us on Instagram @DOYOLive


Post Webinar SurveyComments/Rate UsDid you find this information useful?• Yes – No – Somewhat

You thought our webinar was…• Very informative – educational – rocked – needs some improvement – boring

Which best describes follow up?• Speak with an account executive – Schedule a demo – Keep me

informed of future events – Send me periodic product updates


Re-Purpose the Webinar• Recording – on demand downloadable version• Break up video into smaller 3 – 5 minute videos post on YouTube• Transcribe • SlideShare• Social media• Product brochure • One pager• Stay on top individuals responsible for follow up


Scrub the Leads


Criteria – Lead Scoring

• Product fit • Budgeted• Timeframe – 0 – 6, 6-12, Beyond • Decision maker/influencer• Follow up with sales


Harvard Business Review

Responding to Leads Within an Hour Generates 7x the Conversations!


How to Get Support from Sales• Crucial to get buy-in at the start• Ask for their input on subject matter• Get their help on promotion• Invite prospects and clients• Reminder emails about the total number of registrations vs.

goals• Weekly internal calls• Site on-site with customer/prospect


Live Q& ADennis@DOYOLive

Join us on November 17, 2016 – The Odd Couple: Digital vs. Traditional in B2B

Marketing