MM9 - Webinar Pilot Program

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Webinar Pilotan 8 Step Framework

@MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE


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8 Step Framework1. Collaborate with stakeholders

on concept and theme.

2. Create the overarching message.

3. Choose the right team

4. Choose the tools for promotion, setup, broadcast and measurement.

5. Build a promotion plan.

6. Do the live broadcast.

7. Post webinar promotion

8. Measure and share results.


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1. Collaborate with Stakeholders Agree on the objective.

Agree on the definition of success.

Choose the target audience

Select a topic in line with your AFMS.

Agree on what happens after the webinar.

Gain commitment on budget, time and other resources.


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2. Develop the Concept and Face Image, brand, voice

Webinar theme title

Webinar titles and descriptions

Templates for emails, slides, landing pages, etc.


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3. Build Your Team Ensure you have an ironclad commitment

Assign ownership to a project manager

Find subject matter experts (SMEs)

You’ll need at least 2 speakers

Supporting team – chat moderators, promotion manager, post webinar manager


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4. Get the Tools Webinar platform

Marketing Automation Platform

CRM and ESP

Outbound venues

Inbound SEO tools


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5. Promotion Plan Your house database is your best list.

Use inbound and outbound channels.

Make sure the process to register is super easy.

Align the invitation/notice with the target audience.

Be consistent with your value proposition.


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6. Live Broadcast Use 2 or more speakers.

Practice, practice and practice some more.

Use interactive features like polls, chats, quizzes.

Do live questions through the chat. (never open a line)


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7. Post Webinar Promotion The gold is mined in post-webinar activities.

Follow up with attendees and non-attendees.

Follow up within 24 hours.

Offer a recording and the slide deck.

It’s ok to connect after the webinar.

Debrief the entire team.


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8. Measure and Share Results Metrics were agreed to in Step 1.

Show meaningful metrics Registrants Attendees Time signed on Recording playbacks

Qualified leads

New opportunities created

Other sales or revenue metrics


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Takeaways1. Create a checklist to keep track of all the

details.

2. Ensure an owner/program manager is assigned to keep things moving and on track.

3. Practice, practice and practice for the live broadcast.

4. Leverage the post-webinar for the gold.


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