Contents 1 Prior to Webinar Promotion Registration 2 During Webinar 3 FollowUp After Webinar 4 Archive amp Persistent Lead Generation Clicking the images throughout this study will open to higher resolution versions ID: 217158
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Slide1
Webinar Process
Contents1. Prior to Webinar Promotion Registration2. During Webinar3. Follow-Up After Webinar4. Archive & Persistent Lead Generation
Clicking the images throughout this study will open to higher resolution versions.Slide2
Promotion
Ads6 weeks prior to the webinar, ads are placed throughoutour website and link to GoToMeeting’s registration system.Webinars PageA listing and an ad link to the webinar registration page.
Social
We create a blog posting which updates our LinkedIn
and Twitter accounts.Slide3
Promotion
NewslettersWe include the upcoming webinar as a featured story in our email newsletters beginning 6 weeks prior to the webinar.
Email Alerts
We have an opt-in list of people who have asked to be
notified of upcoming webinars. Email alerts are sent to
this list 1 to 2 days prior to the presentation.
Email alerts are also sent to recipients based on pastdownloads of white papers from our website and newsletter click tracking on topics associated with the webinar presentation content.Slide4
Registration
Registration FormGathers minimal information: first name, last name and email.ViralAfter 5 seconds, the registration page redirects to a Tell-a-Friend page created with SurveyGizmo. The formalso asks if they would like to be added to our webinaralerts email list.Slide5
Registration
Viral EmailEmails include summary information for the webinarand a link to register.Webinar Reminder Emails
Through the GoToMeeting service, webinar reminderemails are sent 1 day and 1 hour prior to the event.
They include connection and calling instructions, and
the ability to add the event to their Outlook Calendar
.
Of note, all post webinar items are also produced priorto the webinar – these include: On-demand video page
Landing page to download slides
Follow up emails to attendees and non attendeesWe do this so that recipients receive a link to thewebinar recording and slides within 3 hours of the
presentation ending.Slide6
During the Webinar
HostOur company manages the webinar using the GoToMeeting interface.PresenterThe sponsoring company provides 2 presenters: An Expert and a Personality to add flavor and interestto the topic.
PollsApproximately 2 polls are presented during the webinarto encourage audience participation (which
increases attention rates). Polls also inform presenters
what’s most important to the audience, helping them
provide relevant information matched to attendees
interests.Slide7
Follow-Up After the Webinar
Exit Polls Audience members are automatically directed to a short exit poll with 2 questions: Would you like to receive email alerts for upcomingwebinars? What topics would you like to see in the future?
On-Demand Video Recording
We use Camtasia from TechSmith to capture webinar
presentations. Recordings are produced and posted to
TechSmith’s Screencast video hosting service. Then they
are embedded onto a page on our website optimized forsearch engines and available for people to view (and
share) anytime from the comfort of their office.Videos are produced and posted to our website within3 hours of completing the webinar.Slide8
Follow-Up After the Webinar
Email Follow-UpSpecific emails are sent to attendees and non-attendeesproviding them with a link to view the webinar videoand download presentation slides. These are sent approximately 3 hours after the event,once the on-demand video recording is available from our website.On-Demand Webinars are promoted in future email
newsletters. Past newsletter links are changed – rather than linking to the defunct registration form, they link to the recorded webinar page.Slide9
Archive & Persistent Lead Generation
Landing Page to Download SlidesFrom the on-demand webinar page, people can clicka link to a landing page customized to look like the presenter’s company website where visitors can complete a short form to download the slides.The form on the landing page is CRM cookie-basedfor contact information – most visitors just see the questions which include inviting them to join thewebinar email alert list. If a visitor is new, additional
contact data is collected 1 step prior to the formwith questions.
Thank You Page
The customized landing page links to a downloadable
PDF copy of webinar slides. The page also includes a
link to the presenter’s website.Because the webinar recording is archived and alwaysavailable, it becomes a persistent lead generation tool
for the companies that sponsor the webinars.