 Hello and welcome to today's business skill webcast creating compelling content for the online world My name is Vesna. I'm from Redback and I'll be a host for today's session When it comes to webinars and webcasts many of us get so caught up in the delivery and technology that we neglect to think about the Content what else can we showcase? How can we get everyone engaged and how do we improve on our series today? We're joined by Sarah Gonzalez and Michael Bunker from Redback. They're here to shed some light on everything online How are you both today? Good. Thank you, Vesna. Very good. Thank you. Awesome. So first I'll turn to you, Sarah So when it comes to creating content for the online world, how are we going? Well, I think one thing Michael and I spoke about before we actually got on here is the fact that Clearly by what everyone's saying they know how to run webinars and they know how to get people online But then when it comes to actually rolling out a series and making sure they're engaging and making sure that they're actually Getting some return on investment. We do get a little bit stuck So what I want to start with today just to actually prove that I know what I'm saying and throughout the registration process You would have noticed that we asked you all what are you hoping to gain from joining today's event? And here's what we came up with so we've got people wanting to improve how they tell stories People wanting to make webinars more than just a Q&A session So it's about that content getting people really engaged and then inspiring them to take action no matter what they do One thing I love to hear is when people say ensuring others participate in online communities Yes, so we're starting already to hear these words online communities nurturing techniques So people are running webinars fine, but we do want to take it that one step. That's what we've sort of been saying Haven't we it is exactly what you said before like people know what a webinar is and they're more confident with the technology So the platforms have been around for a few years They're comfortable with it or they have a provider that is managing that for them So they don't have to stress about that and they can really focus on the presentation and their community and what they're looking to do And a lot of people are asking it's like how can we stand out? Yes, the market is flooded it is and that's a great thing that webinars are day to day part of people's marketing content And they're planning everything, but you do need to learn how to stand out and that's what we're seeing from today So just further to you Vesna I think today is really about going back to step one going back to basics and talking about the content that we're producing How we make it effective online how we get our programs up and running and then how we can nurture and build communities afterwards So like we said, we're doing them well, but let's take it to the next level Yeah, and people are starting to look at things a little bit differently as well Like the data that people have before they were concentrating on the live, but once you get more and more data What are you doing with it? Yeah, we'll tackle that so we can see all the wonderful things that we can do with all of this content All these great objectives, but when it actually comes to creating the content, how does it all work? Well, first of all I just want to give an overview as to how we all see content will be creating and what we've always said is there's two different types of There's two reasons why we actually develop online content, whether it's through a webinar or a webcast So the first is educational content. So that is your professional development You're online training getting people to learn online getting someone who's an expert in their field online Educating people whether it is for compulsory points or whether it is just that online training internal or external And then the second in is that marketing concept So it's about running an event to generate leads to be part of your content marketing plan To be a thought leader to help you with your branding or as you can see there everything from product launches to even onboarding processes So people know all these different reasons and these different applications why they should be creating content But let's just switch it on its head and let's just say this at the end of the day. It's all about education Yes, so I don't care if people are running events and their end goal is to convert someone make them become a customer We have to start thinking of that as a long-term goal And the short-term goal is to really just educate people online So whether your return investment is going to be a dollar figure at the end of the day Whether it's going to get to convert people into non paying advocates or members to get them to actually pay And be part of something it's all about that educational factor and making sure you educate people through a process Don't just run one event and then expect people to convert and become a customer or a member or something like that afterwards Exactly right. So we're seeing people they'll jump into webinars because they need to do webinars But they don't give themselves a true shot at it because you can't measure the return on investment from one event Yes A lot of people get disheartened by that at the beginning of it thinking that okay I'm going to invest all this time as one live event, but that's not going to build your community You haven't proven yourself by doing just one event You need to show that you're committed to it They're advertising when you're marketing to the same people each time and they're also trying to get new people in each one It's only way if you can start building your audience and community will you actually get a true measure of your success? Yeah, most definitely and Sarah you mentioned having a process in place And I know that there is a three-step key process to creating online content Can you just talk us through that and what that involves as well? Yeah, so with the whole educational concept in your mind keep that as we go through this three-step process So the first part of it is creating So whatever it is you just got to do your thing So maybe your piece of content or what you generally produce as an organization is something that's regular Maybe it's not so regular. Maybe it is white papers. Maybe it's blogs. Let's talk about that Then we'll go into the sharing factor So how to actually get that word out and share that content and what are the best ways to market your online events? And then we go into that community step where it really is about nurturing your audience and then creating that path to succeed And also building communities like we said, so if we look at create I think the first thing we need to do is ask our audience is what do you already have? Yeah, you know time and time again We see so many people go into these events and the way they market for example You might be in marketing and you don't have any social media presence at all You run a webinar and you think oh, well, I need to start a social media page Don't do that start backwards and think what you already have and don't go out there and really reinvent the wheel So just wrote that down You've got existing content. So maybe you have your blogs. Maybe you have your white papers Maybe you have any sort of FAQs and if we look at this list here This is just an I'm sure people have so many more things that they can talk about But you know, you might write a blog every single week. You might have 20 page white papers on something How can you actually create that content and curate it and then bring it into the online world? One of the things we spoke about the other day was FAQs Exactly that like FAQs is a big thing like what are you most frequently asked as like so say you're a personal trainer And you have your own business and everything and you write all these blogs weekly blogs or monthly blogs But all of your clients are asking you about nutrition Why wouldn't you do a webinar on nutrition because you're creating a piece of content that can be repurposed afterwards? So where a webinar fits in that slightly different to a written document is that you can create the one digital event You can do it live, but then you can repurpose it that can be coming or FAQ afterwards You can break it up into blogs afterwards as well There's a much more of a strategy around the digital event that allows you to create multiple things And I think a lot of the time and you know, it's fair to go out there and ask your audience what they want Exactly want to learn about but look internally as well So for example, we've got a customer's face in support team and they're on the front line These are the people who are speaking to our customers 24 hours a day in some cases and then you've also got a sales team who is speaking to people They're uncovering their needs and wants so it's about looking internally at different departments and saying well What are you finding customers from the support side need? What do you think from a sales perspective people really where are their pain points and then as marketers? How can we create content online and written and bring it all together to create these amazing programs that bring so many people online And make you look fabulous at the end of the day Everything from even upcoming events, you know Think about other stuff that you have going on and if you have a conference at the end of every year How can you work backwards and then use webinars as a platform to showcase or market those events with key speakers or stuff like that And yeah exactly that you're bringing an international speaker in from say the states three weeks before the actual conference Why not do a webinar with them? That's kind of a teaser event leading up to the conference a lot of people nowadays are only committing to physical events closer to the day So that becomes a lead-generating exercise for you as well You have a unique opportunity with these things to break down the four walls of a physical room exactly what we're doing now Is we don't have the audience with us you guys are all in your own place But you can reach such a wide-scale number of people that you need to be really smart about where you're playing and where you're dabbling Definitely and we've done this before there's no you know We've gotten and we've written down every single piece of content that we actually have and I encourage everyone out there If you've got a piece of paper write down your content or think about your content marketing plan And what you've currently got going on and then sort of start to mind map How this sort of stuff can be taken online and that's where you come to this next step Which is breaking it down breaking it down so more than just a dance move Can we just talk about breaking it down so what does that involve what's what's that all about so breaking it down really is About creating easily digestible information So what you have on a 20 page white paper may not be appropriate for the online part of it So any and I know it does sound all of dirt of course when you're creating a PowerPoint presentation It's the same, but it is actually different because there are so many different other components that you do have to take into account So think of it this way like I said and I keep going back to the white paper because I think that's one the most commonly used pieces of Content got a white paper and may have six different sections in and it might be 20 pages long What can you break down and break into segments and then how will you format that so when you're in the online world? It isn't just about having content that's transferable. It's about interactive tools such as polling Resource folders where you can actually redirect people to actually go and have a look and Segway if you guys take a look in that resource folder, you'll find a webinar organize a hair book Feel free to take a look but thinking about how you can take it to the next level because if sometimes One piece of content doesn't really take well if you have one person sitting in front of a camera and just speaking to the Come around the entire time about something that is and I'm not bagging out anyone But you know tax related or finance something a little bit more dry Maybe you do need to mix it up a bit and show your personality and that goes back to the brand inside of things where you actually have an Opportunity to show your brand and show your personality through these different events that you run We also talk about the style that you're running as well. So today. We're an interview format Yeah, something a little bit different two different perspectives on things even though we tend to agree with a lot Try and think of something that we can disagree on And then you know your presenter and I think um, you know the whole presenter thing is huge Especially when it comes to the passion It really is and I think everyone like you can have the best content of the world But if you have a really boring presenter, I'm sorry No one's gonna listen and it's the same person who's actually like really engaging in a physical event might not be and that's okay You need to play to people's strengths So you do need to go out and find out look even do a practice one with your presenter See how they're gonna actually react with a digital audience because if they're not gonna be the if they're not gonna work out Don't waste your time in it because you've really only got one chance to impress on a digital event Especially in this summer and the marketplace so flooded with them You really need to have a great presenter who's passionate Enthusiastic who's gonna draw people in because at the same time some of you people might be looking at your emails right now I'm just listening to us. We want you watching the screen. So we're gonna be a bit more animated We really want to keep people's attention and you really only got one chance to do that Definitely and I think one of the main things that I always help present is is to act really casual Because if you're speaking really formally no one's gonna pay attention to that You know, you have a really serious face you just have to be relaxed You know, you're talking to someone like they're right in front of you So you don't want to think of this in a really physical event You can sort of be a little bit more formal because people are there in front of you They can feel you but then on screen you just really have to project your personality and just really be there This comes also down to like the best practice and tips and everything that we were talking about with what our audience Is actually want to learn about you don't have to just do a PowerPoint presentation and speakers You can mix it up You can do a panel of speakers without any slide content and have their different perspectives MHPN does this amazingly where they have a written white paper and then they have five different people talk about their Experiences on how they ingested that white paper and the one thing like I love our whole talking about content marketing with the white paper Coming first doesn't need to be that way You can actually do a webinar first and then from that webinar create your written content So you can actually you can flip it up on its head and the old days It always was web white paper first then webinar and now can be a one-hour webinar But then you could break that down into five pieces of fifty or four minutes for a fifteen minute sections And then that can be installments of white papers afterwards So really just be smart about how you can leverage the content that you're creating Yeah, and I think that brings us to another point Michael that is about the blended content So if you're just going to do written content You are actually restricting yourself with your audience But then on the other side if you just do an online content then you can also fall into that trap as well So need to play on both bases. Yeah You know and you want to also engage people engage in different channels so people learn differently So you've got people who learn visually people who prefer to read or maybe just want to listen to a podcast So one of the things that we started doing recently and I think works really really well for those different audiences is We run a webinar and as presenters or as people running the webinar, you know What are the key takeaways from that? What are you know? Like I said think about those easily digestible segments and some people just want to hear four dot points They don't want to listen to someone talk So after a 45 minute webinar think about the five key takeaways Blog about that and then direct people to a recording of that webinar So then you're attracting people who may only be subscribed to your blog not necessarily your webinars You're then marketing your webinars to that audience as well Then you've got the social media stuff and just on this last point here when we talk about editing You know if we are doing an event like this It is 45 minutes long a lot of people don't have the time or the brain power Depending on what day it is to actually sit there for 45 minutes. So, you know, think about when you're creating your event What am I going to do with this in three months or six months time? And how am I going to attract a? varied audience so We have broken this up into eight segments, but if I really want to put pressure on Vezna I could have said okay This is going to be edited into eight different videos afterwards So when Vezna is asking her questions, how can you ask questions that will then appeal to the on-demand audience? So for example every single eight want every single video that people watch Just imagine that it's their first time watching that video And I'll send some links out afterwards in the Recording that we send out within 48 hours and that will actually include an example of how that's been done with another Event that we've run and if it if you do it properly It does take a little bit more work and quite an experienced presenter If you do that properly then it can actually be amazing because then you've got eight different pieces of content to send out in eight different Formats over eight different times So if anyone's got any questions about breaking down that content, we can talk about it for the next 20 minutes Feel free to ask us in the question tab. Yeah, beautiful. Thank you So I will move on now to the why component So we talked about passion and we talked about webinars and it's all really great when you know You've got a really great idea, but why should people listen to you and that came up in a webcast We did a couple of weeks ago. So Sarah, can you please elaborate on why what that means? Why should people come in? Yeah, that's all about I think so a few weeks ago. We did creating presentations just in general but also for the online world And this was getting people to take action and we'll join by Lee Featherby who's this amazing PowerPoint presenter who has actually built a business around it and one of the things that he talks about is really About defining the why so why are people there and if you don't know the why Then people won't know the what yes when it comes down to it So it's the first thing I think is asking yourself. What can you offer people online? What sort of value can you offer and then understand that it's about people feeling something? Yes, so this really goes back to the beginning when we spoke about you know You can have as much content as you like you can break it down And you've got this amazing piece with this great presenter But people just need to press a button to log off at the end of the day So that's when as an organization your branding and your personality your format their interactive tools Yes, all need to play a part in it and eventually you need to be the type of thought leader that is you know People are joining my events. They know what to expect. They know they're gonna have a bit of fun They know they can ask questions and try and keep it consistent and then give people that Consistency in what you're delivering as well and understanding that why so it's about purpose Knowing why you're there. So at the beginning, you know, we who would we be if we didn't practice what we preach? You know making sure at the beginning. We didn't start off with oh, my name's Sarah and I've done this Isn't this and red back does this and Michael does this. It's not about us It's actually about the purpose and why people are joining and joining so Establishing that credibility at the beginning and saying okay everyone. Here's where we are We're going to get straight into it. We know why you've joined Here's a list of reasons why people said they wanted wanted to join this event And then we're going to talk to that. Yeah. Otherwise, there's no point in getting on there and just going on I'm a massive tangent and he actually causes capability versus credibility. Yes So credibility isn't necessarily getting online and talking about how credible credible you are and how many letters are after your name on Your business card. It's actually about getting on and showing that you understand the audience that you're talking to Yes Exactly and I think the other thing is there's actually I see as two why is when it comes to running a digital event You have the why that's going to be getting your audience and that's the purpose and that's it used to always be well We need to the why is I just need to run a webinar and that's different. It's no longer the case There's a lot more strategy behind your live to your hosting and how you're producing content And now with educational is like you need to have clear call to action So you have the why and that's why they're joining it But then why is a market or why is an organization? Why are you running these events? So for me for working with a lot of customers. It's like, okay, we do CBD programs and that's great. We get a large audience. It's like, okay. Well, how are you targeting non-members? It's like, well, maybe do a free webinar on an educational content and then have clear call to actions to point people to your paid content and I think Don't get lost in defining the why if you're getting your audience because that's one That's definitely the biggest part of it But then as an organizer why are you running this event? Is it to get to convert leads? Is it to monetize content all those things? You need to have those two why is aligned together to make sure they're both pointing to a common area Yeah, exactly. I think at the end of the day, it is like we just said your audience But if you're not also playing to your goals and you're just doing it for the fun of it Yeah, they're really you're gonna spend a lot of money possibly and you're just going to alienate people at the end of the day But one other thing that I really liked in this bit when we talk about defining the why is about creating that discussion with people So and when I say discussion, it's not about people typing into the chat box, you know, that's great You're creating that engagement, but it's about what happens afterwards So it's about understanding those key takeaways and I always say every time I hop on an event or when I present an event I ask myself, you know, what are the three key takeaways that I want people to take away? Or what are the three things that I want to learn when I join this event? And then sometimes I just even go back to why I registered and see if they align even just to see how other people are running their events And if you go out there and you start registering for these webinars and you start looking at what other people are doing You'll actually see some people get it really really great Yes, and some people get it really really wrong and that will allow you to fine-tune and see, okay What this what's this person doing wrong? How can I make that better? How does this all work? And when we talk about discussion, it's that you know around the water It's like, you know the next day. Oh, you know, I attended this great event and this happened And some of this stuff isn't really measurable I think a lot of it is just that gut feel kind of thing and some things I think if we start measuring everything we just go crazy But there has to be you know, there are tangibles that we can actually measure But don't get too caught up in it think about and you'll get off a webinar or you'll finish with your presenter And you'll know automatically what the gut feel was. Yes, they're gonna be good or bad. It's honestly like I find it really easy It's like what were your light bulb moments? What did your audience just go? What are the light bulb moments if you can clearly see what each one of those words write those ones down? Those will be your key takeaways from it and it might be similar or exactly the same to what you did But it might also be different and that's not a bad thing because you could say uncovered today Yeah, X and actually play to that. Yes. So yeah, most definitely and just one more thing We talked about credibility a lot and I think it's really important for your presenter to actually talk about issues Which are gonna be which the customers will be dealing with to actually talk about What they've done how they've helped their customers and things that customers can relate to and then that really just sort of brings it back And yeah, I think like case studies and stuff like that just tie everything together Yeah, and really make the customer feel all the person online. Oh, wait a minute. Okay, that builds credibility You talking about yourself I think stories they just really kind of bring it all out and people can really apply it. Awesome. So we'll move on now to marketing Oh, just before that. I just want to say something and we've also spoken about this before and when we talk about creation One question also you need to ask yourself and I know you're asking yourself a lot of questions How can I engage with alternative content? Yes, so I think we go into this a lot and we think about like I said how to educate people on what I sell All the product that I'm giving people or the service that I'm going to create for people However, sometimes it's about like I said understand your audience and what they're dealing with So for example, there's a lot of issues that happen in society that either we avoid And we stay away from or we can actually be that thought leader and be someone who's actually helping people through them So and I know it is a little bit fluffy for some people, but I think it definitely And it is valuable as an organization to show that you care And I think it's hard to show that you care through a lot of marketing activities Especially when it comes to you know breaking through technology and stuff and people do see it as quite sales If they have had a bad experience, but we talk about content It's not just about, you know the ABCs of how to have a nutrition plan, you know, what are people in your What's your target audience dealing with? So for example, if you're in the motor trade industry, for example, and your main target audience might be Demographic might be men over the age of 45. We know that in that area that you know Mental health and people actually talking about depression might be an issue that these people aren't really familiar with or know how to talk about Why not get a mental health expert in and talk about something a little bit more nurturing to people As opposed to just a product or something that you're trying to help people with Really tap into people's conscious and really understand what they're dealing with How you can help them and be more than just someone putting on webinars for the sake of it Try and actually create some good from it Well exactly, I love when I see customers do this because nine times out of ten or 99% on the time Companies are 100% transactional. They take and they take and they take and you find that if a company is just seen as that If you go out there and you put on a free Educational webinar or webcast that tackles a personal issue You're gonna hit a much larger audience You're gonna hit people that never joined your digital events before because you've actually had something on a personal note for them But then that goes back to the exactly what I talked about before with the why as an organization are you running these? Those are massive lead generation opportunities to showcase your platform and your presenters and everything and then you can have called to actions on the page of oh Do you have your CPD points coming up for your series? Click here to see our upcoming events You have it that whole strategy around doing events for the sake of doing digital events is one thing But if you're really smart and you have a clear takeaways and actions of I'm going to grow my audience by doing free events That hits a personal note just succeed. Yeah, and I think there's a lot of organizations out there And they do have a social responsibility. It is a lot as an element to what they do as well So start thinking about charities that maybe you already support and how you can bring those in so we've dealt with Organizations before and they've said okay. We're going to we already work with these three charities We charge for our webinars this charity might have something special going on that month or a certain campaign 10% of everyone who joins the webinar that will actually go to that charity Get someone on from the charity to speak and to be an in you know to introduce or something for the day Yeah, there's so many different things that you can do just to tie yourself to some really good initiatives out there And like Michael said give back Start using these online events for different different ways I think just to really I just think it's got a really good feel to it I don't really think it's utilized enough And I think if we can get people using these sorts of platforms for this type of thing I think it I think it would definitely take off if you're wanting to stand out and be seen as anything different do something different Competitors aren't doing it be the first ones to do it And I think that all really just goes back to really treating your webinars as a part of the marketing mix So it's not just selling it's not just it's actually the whole thing You know you're going to be marketing about your charity work your social responsibility So really just treat your webinars as a part of that and um, yeah, and speaking about marketing So with marketing a lot of companies that I've worked with really tend to go wrong here. So what happens? What do you mainly see? Yeah, well, this is a second piece of the puzzle and this is around sharing So this is really about what channels can I leverage? This is what you need to ask yourself And in the follow-up if you download the webinar organize a handbook from the actual Resources tab you'll get a little sneak peek in there about passive marketing and direct marketing and it goes into a lot more than what We're going to today So just as an overview like we said earlier if you are going out there and you're starting to market your events And you're using channels that you're not used to it really isn't going to work Yeah, and I think with marketing It's not just a real push marketing that we need to do We need to start thinking of it as pool marketing as well and understanding that when you're creating an event That's going to lead to this bit of content and that piece of content then it all comes around and then eventually every piece of content that you Produce online will start marketing itself Because what people don't realize is at the end of an event you can market your events once the events over and you send Out emails once events over and you've got an exit survey feedback It all starts to play into each other So first of all just as an overview with passive marketing so one month before you've got your page up You're taking registrations, but I think a lot of people fall into the trap of pushing marketing on people So early yes, and you know we always say when it comes to marketing I'll just bring this up Dedicated marketing where it is that push it's that dedicated email invitation asking people to act now Creating that urgency should be done no more than ten seven to ten days before now If you are running cpd programs or something and you are charging and it is part of the bigger picture That might be a little bit different But in general when it does come to content and you think about your whole content marketing plan And how much stuff you've got going out to me and you know if you're sending this stuff out one month before You're not creating that urgency for people and all of a sudden cycle. That's a month away I'll do with it when it gets there or something like that Whereas if you're creating that urgency online now, you know Make sure you register because there's any limited spaces or something But what you can do with the passive marketing beforehand is you've got that up on your website You might have you know just basic social media not really paid on there And then you've also got a webinar series where you're passively promoting that you might have just say for example This event is on creating compelling content. We might have done a white paper two weeks ago on creating compelling content We might have done a blog one week ago and within that we're actually asking people to register So that's a passive side And I think that needs to be thought about a month before Possibly even earlier depending on your strategy and your audience But when it does come to that dedicated marketing those sponsored ads on your Facebook and you're linked in your last chance to register email obviously really really stick to Right there right now creating the urgency and getting people to register And I think it's really important as well If you can to get your presenter involved in all of that as well Yes, they will have their own following their own social media channels So if they can blog about on their LinkedIn on their websites and promote it as well That really kind of creates that cross promotion Yeah, and that really just helps out as well a lot any kind of marketing really boosts it It's not a physical event at the end of the day And a lot of people are so used to advertising and marketing for physical events and having a really extended lead time for it You do need to realize that this is only good Yeah, I'm not going to commit to a digital event two weeks out just because I don't know what I'm doing in two weeks My meetings always change. It's generally only the day before when I get that last chance to register or my reminder email The day before that I see I got a blank bit of my calendar That's when I register and I think about 80% of our customers see the largest influx of people coming in is the day before The event be surprised if it's not because the most of the ones that I talked today Like they'll have a great steady line of people registering leading up to the event But the highest influx of people is the day before and definitely use words like last chance to register Don't miss out tomorrow very basic marketing, but it just it really does the job Yeah, so beautiful. So we'll move on now. Um, so after the webinar So what happens after the webinar is just as important as the webinar itself So we talked about getting feedback and getting all of those things But when you actually get all those documents and put it together What do those numbers mean and what can we do with that? Yeah? I think one thing that we've seen and it was predicted and everyone thought oh, yeah, it's just online You know, it's not going to take off that much is the fact that Mobile and social and digital has really changed everything It's great for consumers and people out there digesting content and your audiences because it means they're getting the best of everything And there are being nurtured But when we talk about nurturing it's about what happens after your attendees leave And I think a lot of the time and we've all done it. We have an event. We have it online It's amazing. We close it down and then what do we do afterwards? We might put it up on YouTube We're not actually tracking anything But then we've got those people there and like I said at the beginning if we go all the way back to Creating that content and knowing your goal and understanding the why Why are people there if you are running lead generation? You're very very rarely going to convert every single person or even 20% of those people on your event to buy them Yes, what you actually need to think about is what is the long-term goal and how can you drive people along that path? So just to put it in perspective 2900 so that's the amount of marketing messages that we're exposed to every single day That's how many people are actually buying for our attention. So think about that when you are creating these Invitations that are going out to people you are promoting your event But then also you're getting people online if you're not educating them and you're just pushing content on them And you're just talking about how great your product is how great the presentry is by now by now And that's your call to action It's not going to really work that well for me There needs to be a lot of investment in terms of what you're doing and like we said earlier You need to show people that you care and need to sort of empower people on the other end Steer the direction. Yeah, exactly. It's about you working with them 80% so 80% of people now on a self-directed customer journey So what that means is that there's so many places to go and get information now And we all know it if I don't understand the meaning of something and I hear it in conversation I'm going to Google it or if I'm talking to someone about some sort of you know You know a new piece of content or something like that or some new technique that's used in marketing I'm going to go Google or I'm going to look for some sort of information on it However, it's on the customer and it's on us to actually go do that ourselves So people are also interacting with you before you even realize and that's 80% of people 87% of people demand something meaningful and something that really has that brand experience And I so we should at the end of the day So once you're online and you aren't showing thought leadership and you're just going through the motions And you're just talking to people and down to people on these online events What do you think is going to happen to people online? so in order to combat this and what we actually what we actually Provided us on is actually creating advocates online So think of it this way You've got someone who registers for your event and then you've got people who attend And then you've got people who know show pretty simple, right now if we take the next step You've actually then got the people who attend how you deal with them after the event should be completely different To how you deal with those people who actually were no shows at the event Now this is all going to depend on the sort of platform you're using how sophisticated they are But you can do those first five steps very very easily by just setting up two different lists within the event And those who attend and those who don't attend So if someone does attend my event I'm going to send them a recording afterwards and I might have a bit more of a powerful call to action to them If someone doesn't attend, I'm not going to send them the same email, which does have that call to action They weren't on the event. They weren't live They didn't experience what everyone else experienced and they're not really engaged So I might have a different piece of content and instead of sending them the PowerPoint slides I might send them a white paper That's one page and it has five key takeaways and then I'm going to forward that to them So they can actually feel like they're all part of it Yeah, definitely from then on we actually have their behavior so you can leave it there and that's good enough That's still probably 20% more of what most people do when they actually send or probably even 80% more now I think of it From then on how you actually engage with people with your content whether it's your online events or whether it is just your normal content Their behavior would dictate what actually goes to them And that's where it does get a little bit more complex and it does take over your entire marketing strategy to be honest But it does work and it is effective So like I said, this is really really basic nurturing But if you have someone registering for your event, don't expect to convert them at the end of your event Think about the path that you can take them on and the journey So then eventually you can sort of just it's like a whole you know You go on a date with someone and you expect them to pose on the first night It's really not going to happen So how can you wind them and dine them and make them feel like they're part of the bigger picture Before you actually and it depending on your organization and your goals and your audience It can take two weeks or it can take two years and it's all part of the buying cycle And as soon as you acknowledge that it's in the customer's hands and it's their engagement in their behavior That's driving what you do. I think that's when you're going to succeed with your webinars Yeah, definitely, and I think getting the customer feedback and also finding out what topics they care about what they want That really sort of builds that relationship and it says that you are listening to them Michael, is that something that you find as well in webinars? Oh, yeah, it takes it can take a long time. It can be a short buying week of a week Or even on the same day, we've had customers call up who have just been like we need to do one tomorrow We've got a speaker in it's okay. Yeah, we can make that happen other ones I've been watching the business goes webinar series for the last three years and they've just been educating themselves for three years They might never do anything but they still come back and they repeat because they're wanting to be educated But then we have other ones that after a year think of come back to us saying we've been watching you for a year We now are ready Yeah, to do digital events and that's been great And it's really building that relationship and don't underestimate the power of someone who does watch for three years because maybe they'll pass That content onto something else, you know Let's say, you know, they'll have a friend who wants to do webinars or wants to do something and they'll really pass that content on I think yeah, that's important because if you go into this just with a goal to make money or to Really really see it the bigger picture and expect it to happen straight away It's not going to happen. You need to go into this and think of yourself and you know What's what's the purpose? Why are you creating this content? What do you want to achieve out of it? And I think for most people it should be about thought leadership and be seen as those someone who's delivering something different Actually helping people and you know the end goal, of course, is that but let's not get too greedy and that's not you know Focus on that. Let's think about how we can build our communities Yeah, nurture those people to take action But in the meantime have some fun and produce some awesome content. Definitely. Okay, so we're going to move to our Q&A Shortly, yes, so just to wrap up things. We talked a lot about key messages Yes, so if we could just sort of conclude on everything. What are some key messages that our audience today can take away? The gist of it We just want and I think you know just think about at the end You know what's what do we want? What do we want to percolate in people's heads? And this is pretty much this is pretty it and it's yeah making sure you have a clear why why are you doing this? And why are they attending make sure those two are aligned? That's one of my favorite things But yeah, what can you offer your audience and also get them to get feedback as soon as you go to your community? Or to your audience and you say look we're wanting to do this give us your input already They're invested in it. Yeah, so they're already gonna be the ones like oh, I actually listen to me There's a topic I recommend it. I'm gonna enjoy it like you want to get them involved from the very beginning Yeah, definitely and as I mentioned before as well getting your sales team the front-line staff Everyone just really involved in that process because they know what people are asking about they know what people care about Hmm. So that's yeah, and don't be scared and have fun because it is a lot of fun And yeah at the end of the day, you know, it is about thought leadership And it is about going out there and delivering value But you still need to have your long-term core to actually mine But I think the biggest thing for me is to really just think about Your goals as an organization as an individual what you want to achieve and don't just think about a webinar as a standalone piece of content and need and it is content And it does actually have to be part of your overall marketing plan because if you're going out there and you've got a Webinar delivery person within your organization delivering webinars. They're not in sync with marketing They don't know how it's going to happen and it's just completely standalone which I think traditionally is how it's been done I don't really think that's going to work I think it is time to reevaluate and to start being smarter and like we said think about you know Taking it to the next level and I think the fact that people are online today It really shows that they do want to take that to the next level and make it a success No, definitely you sort of have to align everything and you do make it work. No beautiful. Okay, so we'll move on to questions So if anyone else does have questions, please feel free to send them through in the chat and our first question today is from Sandy So it is I've had a lot of success getting solo prener's micro businesses to attend my webinars But not so much success in getting buy-in from my target or corporate market any tips on how to get them to commit to attending webinars Hmm Attending or registering that's the biggest thing So I think if you are getting those people to register then obviously you're getting the word out I think one of the things people need to start doing is looking at their conversion rates So you might go out there and you might be having you know 400 people actually viewing your registration page and you might only have maybe 20 people register Yeah, where's that gap? What's happening there? And then with the attendee part of it? So if you are Sandy if you are running free events Then as you have to understand that the average attendance rate on a free event on a webinar will be around 40% Yeah, if you are charging for events and it is going to be a little bit higher But what we need to start thinking about like I said is what happens after the event and that on-demand part of it So how can you then engage people afterwards with that content? Are you sending it to them afterwards? Are you then using your recording emails because I think a lot of people they hold everything so close to their chest And they're like well if you didn't if you didn't attend my webinar I'm not going to send you the content afterwards Which is a big mistake because your largest portion of your audience will actually want to be on-demand nowadays So you need to have two different strategies for that And if you are Sandy getting them to at least get to the registration page That's half the battle make sure you shorten your registration fields That's one of the biggest tips out there is people make it way too long You've only got and also your email marketing people have a glance rate of three seconds on an invitation To see if they want to actually click through so you need to make sure that clear-called actions getting them on to registration page Don't have too many fields. It's going to then stop someone from registering You could always get more information from getting them to download something during the webinar asking them for to input more information later on Yeah, definitely, and I think it's all about you have to do that AB testing So you know try one thing with one landing page and then a different thing with another one and take that feedback Subject lines are very very important You know make it colorful make it sound out. It is about marketing so you can have a little bit of fun with it as well But then I'm the same token same token though some of our customers have found that if they have really flashy invitations They actually don't get through and if you get them back to just text versions for corporates because People don't like seeing it download this image if it's just a purely text-based email for a corporation that actually might be better for your audience So do a little bit AB testing with your emails going out and see which one's gonna work better for you Definitely, and I think also send you asked about attending You should always remember to send reminders to attend and really show the value of attending the webinar and to sort of and say that It is going to be a live Q&A session, you know that attending live There's going to be some value in that rather than attending on demand and then that'll sort of really get them There's a sneaky trick that a couple of people are doing now Which I quite like and that's you offer something in the live event that you don't give in the on-demand and that doesn't have to be something tangible like Downloadable piece of content or a 10% off some people are doing you attend my webinar in the first five minutes first three minutes We'll cover seven points for success on block. So what they do is everyone joins like, okay? Thank you. It's 10 o'clock now our seven tips for three minutes are they do the tips first for everybody's joint And then they go, okay, we're gonna start the recording now Welcome everyone to today's webinar Yeah, that's not part of the recording so only the people that started at the correct time We'll get that piece of information and it's never kept for prosperity purposes So it's a really interesting way of trying to get your audience. Yeah, I think it's interesting What is your goal is it to have people listening live because you're forcing people to join them And who's to say that going to be as engaged or my whole perception would be this person is making me watch at this time Yeah to do this like I've got other stuff to do I'm happy to watch and be more engaged in my own time But the fact that I'm always going to resent you from making me watch So I think it depends on what sort of person you are maybe yeah Don't punish your audience. Yeah, it's all about creating the relationship. It won't be a very nice relationship And I'm also just for the audience as well if you could complete the survey that is on your screen now So we can't get our feedback that would be really appreciated And if you do have any more questions, please do send them through so I We haven't got any more questions coming though through at the moment and Yeah, great Thank you very much And yeah, so just make sure to have a look in the resources folder as well for all of the things that we Mentioned thank you so much Sarah and Michael. Do you have any last thoughts as well on the topic today? I would say like what we have covered a lot of information today And so feel free to give us a call both Sarah and I are here to answer any of your questions The recording will be going out But if you do want to have a chat to someone about more strategy around different things or about webinar series We love having those chats. So reach out excellent and yeah, just for me. Thank you for joining It's always great to actually discuss stuff like this You do it every single day, but to actually sit there and help other people do it as well It's quite rewarding. So like I said, if you have any questions, let us know head over to webinars.com.au Hopefully that will also provide some insight and like I said any questions. Let us know we're here to help Beautiful. Thank you so much Sarah and Michael and thank you so much to the audience for those questions and for filling out the survey It was lovely for you to join us today And we hope to see you at some future business skills webinar events. Thank you. Bye