webcast guidelines

After reading several whitepapers, to-dos and watching webinars on best practices, I compiled the short list for those of you who have to do tactical marketing. This is an outline of what you should consider when you are planning webcasts. Please let me know any comments and/or edits. Much of this content I gathered from:

Sources:

The Definitive Webinar Marketing eGuide, December 2009, Quantum Leap Marketing (Sponsored by GoToMeeting

ON24 2010 Webcasting Report: Webcast Benchmarks and Best Practices for Lead Generation, January 2011, ON24

9 Management Practices for Exceptional Webinars: Proven strategies to build a lead-generation engine, MarketingProfs

Webcast Planning Guide

Summary and Goals

Overview of webcast and define the goals.

Target audience

Define the target audience (TDMi/job role) and goal of the webcast.

Topic, abstract and email invitation

When naming the webcast and developing the abstract and email invite, remember WIFM – “what’s in it for me” from the prospect’s point of view. As with whitepapers, titles such as those below resonate well.

  • 7 secrets to winning more business
  • Top 5 common mistakes and how to avoid them
  • New breakthroughs in …
  • How to evaluate and choose a …

Use compelling language such as:

  • In this fast-paced 45-minute webinar, discover…
  • Are you frustrated with/by…

Because webcasts are the promise of future benefit, consider offering something tangible and immediate like access to a whitepaper.

Promotion plan

Look to promote using both Mercury and 3rd party resources. Third parties can include co-sponsors, partners, guest speakers, etc.

Type Your company 3rd Party (media group, partner, etc.)
email blast
banner ad on website
enewsletter sponsorship/article
ROS promotions
blog postings
Twitter
Facebook
LinkedIn Groups

Leverage webcast for new content tidbits

Look to use registration questions to provide content for webinar. For example, for storage, asking what challenges are you facing – would make a good slide for attendees.

Plus, look to use registration questions and webcast poll questions for content (article, podcast, etc.).

Post Promotion

Promote the recording as long as the content is fresh and relevant.

Interesting Industry Statistics

  • Webcasts are a low cost-per-lead method with high prospect engagement
  • Average registrant-to-attendee conversion rate is 58%
  • Months of December, June and October have the highest registrant-to-attendee conversion rates (79%, 68% and 63% respectively)
  • Significant number of attendees participate in polls and surveys
  • Integration with Twitter, LinkedIn and Facebook can augment participation and stimulate conversations
  • Recruiting an outside speaker or co-sponsors significantly increases attendance
  • Many attendees tend to join about 5 minutes after the start time – start a minute or two late
  • Attendance increases with reminders sent the day before and an hour or two before the webcast
  • Surprisingly, Mondays may be a good day since Tuesday through Thursday is crowded
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