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Webinar Fatigue:How to Fix It

#webinarwakeup

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Webinar Fatigue

The dangers are real…..zzzzzzzzzzz

#webinarwakeup

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Why webinars FAIL…and attendance drops

1. Too many invites

2. Same ol’, same ol’ content

3. Time commitment

4. Less registrations, less attendees

5. Less captivating, less leads

#webinarwakeup

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Combating the Fatigue

#webinarwakeup

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#webinarwakeup

Content for leads, not just views

Chapter 1

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Topic Hook

#webinarwakeup

Content for leads, not just views

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Topic This is your hook

#webinarwakeup

Hook Helps determine where they are in the funnel

Content for leads, not just views

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Topic Hook

#webinarwakeup

Hook Helps determine where they are in the funnel

Funnel Stage Helps craft your messaging

Content for leads, not just views

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Topic Hook

#webinarwakeup

Hook Helps determine where they are in the funnel

Funnel Stage Helps craft your messaging

Follow-up Message Utilize content (and CTA) that’s

relevant to that stage

Content for leads, not just views

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Here’s how Scripted Webinars did it:

Webinars can be applied to any buyer stage:

Planning Content in

2014

How to Outsource Content

Effectively

Best Practices Using

Scripted’s Dashboard

#webinarwakeup

Awareness Research Evaluation

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An ‘equal opportunity’ form of content

#webinarwakeup

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Value vs. Quantity: Pyramid of Written Content

Thought-leadershi

p

Long-form content

Newsworthy/trend content

Evergreen content

#webinarwakeup

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Concise + Specific = Win/Win

Be as specific as possible!

#webinarwakeup

Quick Tip#1

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Communicate Across Departments

Let your sales team know what webinars are coming up!

Quick Tip #2

#webinarwakeup

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Moving registrants to attendees

#webinarwakeup

Digestible Webinar Formats

Om N

om Nom

Chapter 2

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Rethink your template

Our attention span is shorter than his

(9 seconds)

#webinarwakeup

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Rethink your template

90% of internet traffic is video content.

#webinarwakeup

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Rethink your template

Average length watched of a single internet

video is 2.7 minutes.

90% of internet traffic is video content.

#webinarwakeup

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Which is more ‘digestible’ ?

OR

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The Growler – 30 min format, followed by a twitter discussion for Q&A

or Google hangout

#webinarwakeup

The Growler

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The Growler – 30 min format, followed by a twitter discussion

#webinarwakeup

“Twitter Talks”Quick Tip #1

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The Vidinar ... Did I just make up a new marketing term??

#webinarwakeup

Name Your Own Format

The gateway drug to a video marketing strategy

Quick Tip #2

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Scripted’s Stats on Engagement

Average attendee rate: 34% % of attendees listening to entire live

webinar: 83% % of leads listening to entire recorded

webinar: 25% Open rate on thank you email to no shows:

31% Click rate after opening on those emails: 40%

#webinarwakeup

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What THEY want to hear, not what YOU want to say.

#webinarwakeup

Crowdsourcing Webinar Content

Chapter 3

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6 ways to generate relevant content

#webinarwakeup

1.Twitter discussion - register a hashtag

Quick Tip #1

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6 ways to generate relevant content

#webinarwakeup

2. LinkedIn Group Discussion

Quick Tip #2-3

3. Blog Post

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6 ways to generate relevant content

#webinarwakeup

1.Twitter discussion - register a hashtag

2.LinkedIn group discussion

3.Blog post – ask a relevant question for them to engage with

4.FAQs on the website

Quick Tip #4

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6 ways to generate relevant content

#webinarwakeup

1.Twitter discussion - register a hashtag

2.LinkedIn group discussion

3.Blog post – ask a relevant question for them to engage with

4.FAQs on the website

5.Take advantage of other departments’ knowledge – especially customer care. They know what people want to know!

Quick Tip #5

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6 ways to generate relevant contentQuick Tip #6

#webinarwakeup

En

gag

e y

ou

r au

die

nce

& R

ew

ard

th

em

By c

reati

ng

a

poll a

nd

raffl

e

An

nou

nce w

inn

ers

in

a b

log

recap

, tw

itte

r, e

tc.

6. Polls & Raffles

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Promote to your channels because: It’s relevant It’s timely It’s thoughtful It’s not a sales pitch It could increase your live attendance

rates

Next steps…

#webinarwakeup

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That’s called:

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Webinar Inception

#webinarwakeup

The gift that keeps on giving

Chapter 4

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Typically 84% of registrants don’t care if they

see the:

Consider this…

#webinarwakeup

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Writing it out

WEB

INA

R

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Quick Tip #1

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Writing it outW

EB

INA

R

#webinarwakeup

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WEBINARS

#webinarwakeup

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Archived Recordings

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Archived RecordingsNew Content

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Five webinars…or ONE?

#webinarwakeup