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How to Use Webinars to Educate and Build Trust at Scale
Joshua Feinberg discusses how to effectively use webinars to educate and build trust at scale, highlighting the shortcomings of traditional top-of-funnel strategies. He outlines ten best practices for creating webinars that foster trust and generate revenue, emphasizing the importance of achieving 'trusted advisor' status. The document emphasizes the need for targeted buyer personas, effective promotional strategies, and the integration of various marketing tools for successful webinar execution.
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How to Use Webinars to Educate and Build Trust at Scale
- 1. How to UseWebinars to Educate and Build Trust at Scale
- 2. Joshua Feinberg Co-Founder ofSP Home Run Co-Leader of Boca Raton HubSpot User Group Connect with on LinkedIn Follow on Twitter
- 3. How to GetSocial About Today’s Talk Tweet best practices and photos with #bocahug Top Tweeter wins cool HubSpot swag @bocahug @joshua_feinberg @sphomerun @hubspot
- 4. How to UseWebinars to Educate and Build Trust at Scale I. Why Top-of-Funnel Programs Fail to Grow Revenue II. Why Achieving Trusted Advisor Status is No Longer Optional III. Top 10 Best Practices for Webinars that Educate, Build Trust, and Create Scalable, Predictable Revenue Growth IV. Take the Next Step to Compete More Effectively
- 5. Why Top-of-Funnel ProgramsFail to Grow Revenue
- 6. Attract Net NewStrangers • Blogging • Social Media • Keywords Critical Prerequisite: Buyer Persona(s) But this alone – even when done superbly well (it rarely is)– is not enough to close new clients and generate revenue
- 7. Convert Net NewVisitors into Leads • Calls to Action • Forms • Landing Pages and Confirmation Pages Critical Prerequisite: Buyer Persona(s) But again this alone – even when done superbly well (it rarely is)– is not enough to close new clients and generate revenue
- 8. The Burning Question Strangers Visitors Visitors Leads New Clients and Revenue ?
- 10. How to UseWebinars to Educate and Build Trust at Scale I. Why Top-of-Funnel Programs Fail to Grow Revenue II. Why Achieving Trusted Advisor Status is No Longer Optional III. Top 10 Best Practices for Webinars that Educate, Build Trust, and Create Scalable, Predictable Revenue Growth IV. Take the Next Step to Compete More Effectively
- 11. Why Achieving TrustedAdvisor Status is No Longer Optional
- 13. The 2006 Buyer’sJourney (pre-iPhone) 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prospects ready to speak with your sales team Marketing • Trade shows • Print ads • Direct mail • Email spam Sales • Buyers at the mercy of sales team • Sales controls access to information (asymmetry) • Marketing could be totally unaccountable and it didn’t matter • Seller-centric sales cycle Cold calls
- 14. Today’s Buyer’s Journey 10%20% 30% 40% 50% 60% 70% 80% 90% 100% Prospects ready to speak with your sales team Marketing • Trade shows • Print ads • Direct mail • Email spam Sales • Sales needs to get found early as trusted advisors • Buyer-centric sales cycle • Sales monopoly on info gone Disruption of Traditional Playbook • Search • Social • Mobile • Cloud • Sales and marketing alignment is critical • Marketing has massive control over sales’ paychecks • Personalization is critical • Much more consultative
- 15. Buyer’s Journey Within3 Years 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prospects ready to speak with your sales team Marketing • Trade shows • Print ads • Direct mail • Email spam Sales Challengers • Order takers and explainers gone • True consultants dominate sales Disruption of Traditional Playbook • Search • Social • Mobile • Cloud • Podcasting • Video • Live Video • Personalization • Sales and marketing “departments” disappear revenue team • Marketing owns 70% to 90% of revenue generation Thought Leaders
- 16. Is Your Leadershipin Denial? 17,361 profile views per minute 347,222 tweets per minute
- 17. The Burning Question Howthe heck will you and your team earn a trusted advisor seat at the table?
- 18. How to UseWebinars to Educate and Build Trust at Scale I. Why Top-of-Funnel Programs Fail to Grow Revenue II. Why Achieving Trusted Advisor Status is No Longer Optional III. Top 10 Best Practices for Webinars that Educate, Build Trust, and Create Scalable, Predictable Revenue Growth IV. Take the Next Step to Compete More Effectively
- 19. Top 10 BestPractices for Webinars that Educate, Build Trust, and Create Scalable, Predictable Revenue Growth
- 20. Set SMART Goals #1 •Specific • Measurable • Attainable • Relevant • Timebound
- 21. Find the RightTopic, Speaker(s), Audience, and Timeslot #2 • Topics • Ask a write-in question on registration • Pull from popular blog posts • Repurpose an eBook
- 22. Find the RightTopic, Speaker(s), Audience, and Timeslot #2 • Speakers • Internal subject matter expert(s) • External/guest subject matter expert(s) • High energy level • Teach not sell
- 23. Find the RightTopic, Speaker(s), Audience, and Timeslot #2 • Audience • Focus on one buyer persona at a time • Limit the number of lifecycle stages/buyer’s journey stages
- 24. Find the RightTopic, Speaker(s), Audience, and Timeslot #2 • Timeslot • Mid-day, Mid-week usually safe choice • Survey your buyer persona, leads, clients, partners, etc. • Factor in audience location/timezones
- 25. Select the RightTools to Power Full-Funnel Revenue Growth #3 • Marketing Platform • Calls to Action • Forms • Landing Pages and Confirmation Pages • List Management and Email • Social Media Publishing and Monitoring • Workflow Automation • Lead Scoring
- 26. Select the RightTools to Power Full-Funnel Revenue Growth #3 • Webinar Hosting Platform • VoIP Support • Dial-In by Phone Support • Mobile App Support • Fully Integrated with Marketing Platform and Sales Platform • Survey Tools • Polling Tools
- 27. Select the RightTools to Power Full-Funnel Revenue Growth #3 • Video Hosting Platform (For Recording) • Fully Integrated with Marketing Platform and Sales Platform • Responsive Players • Heatmaps by User and In Agreement • Gateable with Form (Turnstyle) • Calls to Action at End
- 28. Select the RightTools to Power Full-Funnel Revenue Growth #3 • Sales Platform • CRM Fully-Integrated with Marketing Platform • Website Revisit Notifications • Email Template Library • Collateral Library • Integrated Calling
- 29. Build Repeatable Processesand Your Pre-Flight Checklist #4 • One of Most Complex Campaigns You Can Do (Except Maybe for Offline Events) • Ridiculous Amount of Moving Parts • Process Critical for Efficiency, Quality Control, and Ease of Training
- 30. Build Repeatable Processesand Your Pre-Flight Checklist #4 • Reboot Computer(s) • Disable Taskbar App Alerts • Proactive Mute the Noise • Quiet Room • Sign On Door: Do Not Disturb • Phone(s) on Vibrate/DND
- 31. Build Repeatable Processesand Your Pre-Flight Checklist #4 • Proactive Bio Needs • Water Bottles • Bathroom • Fault Tolerance • Have PPTx and PDF on Jump Drives • Record on More Than One Computer • Battery Backup • Redundant Internet Access
- 32. Create Effective LiveEvent and Post-Event Campaigns #5 • Separate Conversion Paths for Live Event and Recording • Time-Specific Campaign • Long-Duration Semi-Evergreen Campaign • Don’t Get Lazy About This (It Matters a Lot)
- 33. Promote the LiveEvent and Post-Event Assets in the Right Places Best Practice #6 • Email Segments and Email Signatures • Social Media (per Buyer Persona) • Blogging (Preview and Excerpt) • Co-Marketing • Paid Search • Paid Social (per Buyer Persona) • Website Calls to Action
- 34. Balance Educational Contentwith Your Revenue Growth Goals #7 • Don’t Sound Like an Infomercial • Educate (Think Like a Professor) • Watch Very Carefully for Dropoff and Average Session Time • Survey! Survey! Survey! • Include a Highly-Relevant Call to Action • Acid Test: Would People Pay for It?
- 35. Integrate Email, SocialMedia, Blogging, and Other Cross-Channel Tactics #8 • Emails to Promote Webinar (2-4 Sends) • Promote Landing Page on Social Media • Title Slide Image • Landing Page Screen Shot Image
- 36. Integrate Email, SocialMedia, Blogging, and Other Cross-Channel Tactics #8 • Blogs • Preview Post • Post-Event Recap Post or Excerpt Post • LinkedIn Pulse • Medium • Display Ads • Podcasts
- 37. Create CRM Templatesand Workflow Automation to Boost Registrations, Cross- Promotion, and Post-Event Sales Opportunities #9 • Segments • Registrants • Attendees • Recording
- 38. Create CRM Templatesand Workflow Automation to Boost Registrations, Cross- Promotion, and Post-Event Sales Opportunities #9 • Behavioral Emails • Who Else Should Attend? • Who Else Should Watch This? • Did It Play OK? • Did You Get Your Questions Answered?
- 39. Take Your WebinarsOffline and On the Road #10 • Breakfast Seminars • Lunch and Learn Events • Networking Receptions • Speaking at Conferences • Jointly Sponsored Events/Co-Marketing
- 40. How to UseWebinars to Educate and Build Trust at Scale I. Why Top-of-Funnel Programs Fail to Grow Revenue II. Why Achieving Trusted Advisor Status is No Longer Optional III. Top 10 Best Practices for Webinars that Educate, Build Trust, and Create Scalable, Predictable Revenue Growth IV. Take the Next Step to Compete More Effectively
- 41. Take the NextStep Sign Up at http://www.sphomerun.com/jf-meeting Growth Doesn't Happen By Accident. You Need Goals and a Plan. Schedule a Complimentary Revenue Growth Assessment
- 42. How to UseWebinars to Educate and Build Trust at Scale
- 43. Joshua Feinberg Co-Founder ofSP Home Run Co-Leader of Boca Raton HubSpot User Group Connect with on LinkedIn Follow on Twitter