Filed under: Best Practices Video
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17 Oct
09
Tag: creative development
8 Oct
09
The best landing pages I’ve seen present a concise expression of the webinar’s purpose/content. What I mean by that is that the author takes the trouble to convey “why you should register” without swamping the reader with too much information. After all, the point of the email invitation was to do the informing, right? The point of the landing page is to concisely restate the value proposition for the prospect, reinforce the reasons for registering, and then get them registered!
Now, clearly, if you don’t consume your prospect’s available attention span with too much additional, or restated, information, you can secure enough of their time to ask a couple of questions designed to obtain pre-event intelligence for you that will be used to inform or adjust your invitation strategy and even fine-tune the presentation itself. Good questions are How did you learn about this webinar? or What would you like to learn from this webinar? You’d be surprised at the answers you get, whether you ask your registrant to choose from a list or provide free-form comment. And these answers, as I said, can be crucial to assuring you meet your audience’s expectation of the event as well as to change your invitation content or strategy to achieve optimal registration.
Next, be sure to use a registration engine that allows you to use color and images on your landing page. Just like your invitations or, for that matter, anything we read, using multiple colors, bolding, italicizing, and imagery, makes the content more inviting. And, of course, do this sparingly because, as we all know, the white space around the content is very important for “framing” your text and focusing the observing eye on the words you want them to read,.
While I’m on the subject of registration engine and webinar platforms, make sure, too, that you can send reminders to registrants, thank you’s to both registrants and attendees, and capture analytics and metrics in a meaningful way to drive maximum value from this, and future, events
Filed under: Webinars
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7 Oct
09
This brings us to the next step in the audience recruitment process, and that is the development of messaging which is compelling enough to secure your group’s interest and attract them as audience members for your webinar. Of course, this means not only in email-based messaging but also on your registration landing page, which I’ll address on the next slide.
Apart from having the creative skills yourself, or someone that can provide them, there are 4 important elements to remember, particularly as they pertain to email-based messaging…
First, write your message in the language of your expected audience. That is, take the time to understand the vernacular of your profiled group, and use background information, press coverage, white papers, etc. to provide a “language framework” around your topic that will best resonate with your audience.
Next, leverage the credentials of contributing parties. Within the bio or experience of each party there are little jewels of information that can be woven into the message to increase resonance with your audience.
And, “Invite, enthuse, excite – but don’t sell, and don’t be over-exclamatory”. Naturally, in inviting your prospective audience to an INFORMATIONAL webinar, you most certainly do not want to be commercial in your outreach to them. However, projecting a degree of enthusiasm about the subject matter is important. Spark their interest, provoke their intellectual curiosity and make sure they understand how excited you are to engage them.
It also goes without saying that you need to communicate “what’s in it for them”. Why will this time be valuably spent with you? Again, in an informational webinar, as Mike covered off on before, the value is in learning best practices, “lessons learned” , metrics, ROI and case studies. You absolutely do not want to be product-specific, delve into pricing or relate “features & benefits” the way you would in a straight sales message.
Lastly, use a combination of HTML and plain-text messaging across multiple touchpoints. Think about it… HTML messaging is excellent for communicating your brand through the use of logos, colors, etc., and you don’t want to lose the opportunity for raising brand awareness in recruiting your audience. BUT, HTML messaging, which contains HTML coding, is one heckuva spam trigger. So by sending one or more of your messages in HTML, and the remainder in plain-text, you assure the best that each can afford…getting your brand effectively in front of the entire group, while making certain that the majority of contacts SEE your message.
Filed under: Webinars
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2 Oct
09
Webinar Production & Delivery
Our highly engaging, compelling, truly interactive webinar experiences are unrivaled in the industry. We deliver professionally-produced, highly-relevant, content-specific, web-based events, with deliverables including the following:
- “Hands-on” and personalized experience for you as the client
- Own objective expertise for presentation mentoring and coaching
- Industrial-strength platform for webinar delivery, up to 1001 concurrent viewers
- Collaboration and development with you of content to ensure right feel and flow
- E-broadcast of recruitment messaging, with adjustable invitation strategy,
- Dress rehearsal for organizers and panelists to validate messaging, call to action
- Professional moderators to ensure a crisply delivered webinar
- Analytics covering registration/attendance/performance of the webinar throughout the entire process
- Complete recording of webcast posted on our platform for up to a year
- A copy of webcast for your website or other marketing purposes
- Complete response management, including unsubscribes, removes, registration confirmations/reminders/follow-up thank you emails
- Post-event nurturing and lead enhancement
Filed under: Webinars
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