The Manufacturing Executive
The Manufacturing Executive

Episode · 10 months ago

Building Trust Through Webinars w/ Matt Sciannella

ABOUT THIS EPISODE

Audio is huge right now. Podcasts are part of that, of course, but so are webinars. The unique magic of the webinar lies in its interaction. Your viewers can ask questions or offer ideas during the event.

Most companies just use webinars to sell products. But if you create a webinar with no agenda other than helping your audience do their jobs better, you can win big in the long term.

In today's episode, I talk about how to make magic with webinars with Matt Sciannella, thinker and strategy director at Gorilla 76.

Here's what Matt and I discussed:

  1. How your webinars could be capturing a larger market share
  2. What to do a webinar about
  3. Making the most of a digital live-event

To ensure that you never miss an episode of The Manufacturing Executive, subscribe on Apple Podcasts, or Spotify, or here.

If you create a Webinar with theabsolute, one hundred percent selfless intent of creating value for your audience and helpingthem do their job better, you're going to create repeat attendees and an affinityfor your company and ultimately, you're building no like tross through a platform thatreally gives your stubric matter experts a way to showcase their capabilities and your nohelp. Welcome to the manufacturing executive podcast, where we explore the strategies and experiencesthat are driving midsize manufacturers forward. Here you'll discover new insights from passionatemanufacturing leaders who have compelling stories to share about their successes and struggles, andyou'll learn from B tob sales and marketing experts about how to apply actionable businessdevelopment strategies inside your business. Let's get into the show. Welcome to anotherepisode of the Manufacturing Executive podcast. I'm Joe Sullivan, your host and acofounder of the Industrial Marketing Agency guerrilla. Seventy six so remember the good olddays when we used to go into our customers buildings and sit next to themand have facetoface conversations? Maybe we'd even congregate at trade shows and industry events. Yeah, well, nothing's better than being in the room with a customeror a prospect. But that doesn't mean it's all lost either. And frankly, everything that's happened since early two thousand and twenty has created an opportunity tohumanize ourselves in front of more people, or in other words, to doit at scale. Today, my guest is a colleague of mine at guerrillaseventy six, and, being the marketing nerds that we both are, wereboth a little bit Giddy to talk about one of our favorite marketing mediums,and that's the Webinar. We've all been a part of them. Some ofyou, I'm sure, have been a part of running them to but ninetyfive percent of webinars completely missed the boat. So today we're going to talk abouthow to do webinars in a way that will build thought leadership for YourBusiness, start conversations with prospects, humanize you and your brand and become acentral part of Your Business Development Infrastructure. So, on that note, letme take a moment to introduce our marketing director at guerrilla seventy six, MattChanella. Matt has been a marketing professional for almost nine years. He startedhis career doing technical and proposal writing for a and e companies before transitioning todesign build construction. There he was introduced to marketing, where he started withcontent marketing and website development. In Two thousand and sixteen, Matt moved towelding equipment maker Abocor Benzel, where he was marketing manager before moving up tomarketing director for the United States and Canada. At Benzel, Matt evolved the MarketingDepartment from a printad trade show approach to an inbound content and demand generationmodel, expanding his program to other areas, including Mexico, Brazil, Germany andthe United Kingdom, and helping to get regional programs off the ground.Matt moved to to the Financial Tech Startup Company gravy to be their content director, before returning to the industrial space as senior strategist for gorilla seventy six.Recently, Matt was elevated to the role of strategy director and helps lead theoverall strategic direction for both gorilla and our clients. Well, Matt, youare officially the first return guest I've had on the show. I think thisis going to wind up be an episode thirty eight and first person to whogot an invite back. So you can either chalk that up as you dida really good job last time or that I didn't have anybody for next week'sshow and I had to get somebody in there real quick. You decide.I think I'm talking up to the ladder that I think you're here, butI'm honored to be back because podcasting is one of my one of my elements, and then we're going to talk about web oars, which is another oneof my elements. And so yeah, I'm just filling excited to talk talkthis out, because I'm a just a massive band of the Webinar when it'sexecuted well, and I think company's get...

...a lot of value out of itwhen they when they do it correctly. But what, we'll get into that. But yes, I do chalk it up to this running, I guess. A second person. Well, I will say your episode to date isthe most downloaded. So if you haven't listened to the one I did withMatt a few months ago, go take a listen and feed his ego alittle bit, because it was it was a good one. We talked aboutcontent distribution, which is another passion of yours and area of expertise. Soso, anyway, welcome back. I like to start off first by thankingmy parents for the for them. Yeah, I know, that's awesome. Justone all the people who did download that. Thank you. I don'tknow what I did to deserve that, but appreciate each and every one ofyou. Thank you all. Awesome. Well, all right, so webinars. Let's get into it. So this is certainly not a new medium.It's some impact a medium. It's better on for a really long time,but I think there's been a resurgence for sure. I think some of it's, you know, has to do with people what's happened in two thousand andtwenty and people have being forced to communicate more online and through video and everybodyjust getting comfortable with that, that way of of sort of communicating, Iguess. But I guess what I see happening is in the manufacturing space orand probably beyond the manufacturing space, to that's just sort of where you andI largely live. But you know, webinars are they're not being used theway they should in a lot of cases and you know, it's it's alot of talking at an audience. It's a lot of trying to sell productsand and you know, a lot of me, me, me, andI just every time I see this happening, I'm like, Oh man, you'remissing such an opportunity right now. So I'm just kind of curious fromyour perspective, Matt, like tell me where you're seeing, in particular,manufacturers using the platform the wrong way. Yeah, so I think it's reallyeasy to fall into the trap of doing a sales webin or about of product, and they certainly have their place. I'm not saying to not do withsales Elebinar, but the best webinars that you the best Webinar strategy you canhave is going to mix a lot of different sort of elements to it,and but you should be doing a lot more webinars to me neutralizing your productwhenever you can. And so there's there's little, very subtle ways you cando that where you can remove your product from the equation but still talk aboutexactly what you do. And I feel like it's a really important distinction forpeople that for people to know, because it's the it's a difference between showingvalue to your audience versus having commission breath. You know, there's those are twodifferent things. You know, if you create a Webinar with the absolute, one hundred percent selfless intent of creating value for your audience and helping themdo their job better, you're going to create repeat attendees and an affinity foryour company and ultimately you're building though, like trust through a platform that reallygives your subject matter experts a way to showcase their capabilities under no how,which I think is what makes the Webin are the most one of the mostunique platforms out there. I know audio marketing is so big right now.Podcasting is another version of that, for sure, but I think what makesthe Webin are special is the interactive element to it, which I know we'regoing to get to. But where companies bio large getting wrong for me isthey're two product focused on their product. They try to talk too much aboutthemselves and what they're capable of and ultimately, like you're only going to capture thatsmall percentage of the market who's in the market for that product when youdo that, and I don't think that's it. That will work. Iwill say. I will definitely say, though, if you sell a productand you have a very large distribution network or dealer network that you sell yourproduct through. I think webinars and doing those kind of cell elebinars are greatideas because they're a great way to get in front of your distribution in ain a scalable way. That would that would be difficult. Otherwise, youcan bring your regional subject matter experts on and talk about it and then youcan really arm your dealer network to sell your product better. That, Ithink is great scenario to use to use the sales until Webinar. But ifyou're selling, you know custom configure machinery, if your end user focused, Ithink you get a lot more Lee, you'll get a lot more burn todo in a more value based Webinar. Yeah, I think it. Everybodyjust sort of feels like they just...

...default to going into selling mode andthinking that you know the straight to the product pitch. And this is trueacross different content marketing platforms. You see people doing it in their written content, you see it doing it them doing it in outbound emails. But Ithink the the same principle holds true here. If you can educate, take theexpertise out of the brains of your simes, and get that stuff infront of the right people. Play the long game and you're going to wina lot bigger than than trying to just sell cell cell and, frankly,probably drive a lot of people away in the short term. Right. Imean it's just again like I'll go back to it. Nine, nine percentof your market's probably not inactive buying them for your product. So when youdo a Webinar that says you know by the how how our product transforms yourfactory, you know most people are going to be like, I don't reallycare, I'm not in the market for that one person who's like, Oh, you know what, I'm looking for a six access roll about her namereviewing. I am reviewing a bunch of different robot robot makers. Yeah,they'll attend it or baby, most likely most of you robot competitors will attendit. But yeah, I just to me, I just I just neverunder estimate the fact that most of my markets probably not in the buying positionright now. And so when I do webinars that are more geared towards valueand education, that makes when I do sprinkle in that sales intent Webinar,makes it much more effective because I've already. Could already trust that. I'm noteven if people will already. People already trust me because that even themvalue and I've shown demonstrated ability to give value and and and one educate themarket. And then when I do my sales well and are all a suddenpeople are more willing to attend down in dolerate. Okay, so now thatwe got that one out of the way, which is something you and I bothfeel very strongly about, people are probably wondering, okay, well,what what should I do a Webinar about? And so my next question for youis, how do you generate topic ideas for a Webinar that you canfeel confident are going to resonate with your audience and engage them and compel themto come back for the next one two or three or four weeks later?Yeah, it's a good question. So I usually start with, frankly,doing a lot of market research that I always talk about what people like.Go Talk to customers and go ask them questions and also like get into thehabit of, you know, feeling questions and feeling questions of your sales teamthat they get, like if you're marketing, like ask is a what questions thepeople ask about this, this, this or this. Maybe they're notthe things that you want to make topics out of, but they're probably thethings that you want to make subtopics out of your Webinar. You know whatI mean. And so I'll go back to my days of Benzel as anexample, because I've done I did this webinar program with Benzel. It's reallysuccessful for us. So we did one on we did a few extraction serieswhere basically walk through all these different few extraction scenarios. Is All fume extraction, all the equipment. Specifically it was source capture, but we sold likethe product was called the extract or. It was before we had recalled theexciting because we get sued. Be that as it may, it was calledwe sold a few adduction thing and it was the the obvious thing was like, Oh, let's do webinar some few extraction because that a lot of peopleknow about it and it was a good idea. But we didn't want todo the we didn't want to do it about I didn't want to do itabout the products. and New People want to show up. People were moreat putople were very interested in fume extraction. There's a lot of like you know, there's a lack of education in the market about it. So Ijust neutralize the product and removed from the scenario. was like, well,we sell the product group is feme attraction. Let's do a Webinar series on theproduct group few attraction, because that has, you know, keyword density. That has a bunch of other competitors in the space. We have ourown point of view on it that we are very feel very strongly about it. We can push that point of view on the Webinar without pushing the products, which I think is a very important distinction again to make, because wesold specifically source capture fum attraction and it's more specifically on like like source capture, like you know, on the on the torch. So what? Sofor us we basically presented all the different hum attraction options out there and thenwe talked a little bit about pros and...

...house breach, including pros and consof our own of our own solution, and we were able to show ourwelding gone and our wealthing and our vacuum system without having to name it.We just use it simply to illustrate the example of like this is what sourcecapture fum extraction looks like. In this is how the technology works and thisis and this is why it's different from like low, from like low staticpressures. Is a high static pressure system. We're like, you need more,you need you need more vacuum pressure than the low static because you're tryingto extract fames in a smaller area of footprint and so you need enough suctionto get it all the way through the hose and down into the vacuum system, whereas with with lower flow systems, it's a higher kind of cubic metersand so it's kind of pulling from a larger area. And so we wereable to how a walk through that whole gamut and the Webinarre and it waswildly successful. People ended up getting a lot of value out of it anda lot of feedback. But really where I started was I started at allthe misconceptions about our product that existed and then I just extrapolated it out intoneutral format and I go, okay, here's all the problems people have withthe extract or the x fume are. So how do I make that atopic about fume extraction, which is what we sell fum extraction equipment and that'sultimately how I generate topic ideas for webinars. Other things that I'll do is,like, let's say you have a new industrial product and you're like acategory creator. We had this scenario as well. We had a we hada new partnership with a company New York. We were selling inline D laser inspectionon a six access ro about nothing. Nothing like that existed in the US. This is a company in Germany. They were doing some stuff in China, a little bit in Germany. Hadn't really done again in the US. This was really civilly for Automotibiliam manufacturers. And so what we did is like, and the product was called Smart Ray, but like no one knowswhat smart ray is. And like we could say, you could say,like how smart Ray will revolutionize quality, quality assurance in tier one automotive andautomotibile am. No one would have came to that, you know what Imean. But if I start talking about D inline weld inspection like that asthe topic, without having to interject my product into it, also, peoplelike what is D in line weld inspection? Like that's a new process that I'venever heard of before, and so I was able to present the entirething on that and I got a whole bunch of tier one or automotibile aamsto attend it as well as, you know, integrators who would be interestedin then, and Roberto Ams, and got a lot of interest out ofthat because I just I removed the product from the Webinar and I was morefocused on the process and how it would give value to their manufacturing and productline. And that, ultimately, is how I go about generating topic ideasand I think that to me, has been a wildly affective way to runwebinar programs and I would highly encourage people just try to think outside the boxand think what's important to my target market? Probably not my product, but probablythe process and how it helps them. You know what I mean? Yeah, that's that's really great stuff. You know, I'm sitting here,think you're listening to you talk about this and thinking, think about how smartyou sound too in front of this audience that that you know, is probablyan ideal audience for you. You could be sit there, sitting there pitchingthem a product that they might not have any interest in right now. Butif if you're sitting there educating them and demonstrating your expertise, I mean,who do you want to work with? The company is trying to just sellstuff constantly, or the company that is clearly a deep expert on a topicand is sitting there sharing their knowledge, like you are going to just developa captive audience purely by teaching. You'd also be surprised if you when youdo the process Orient and stuff. You me people aren't stupid. They're like, Oh wow, looks like this company sells a product for this process.And so if you have a really good Webin or where you showcase the processand how it helps them do their job better without having to jam your productdown your brow, they'll come to you and go hey, that was reallyinteresting Webinar. I'm wondering if you guys, if we could talk a little bitabout that for my product line, because I didn't have sales breath onme when I was doing the Leban are and I just was not educating andthey had up coming to me anyone. And so that's a means. It'sme. It's a fascinating phenomena how that happens, but it does work.Without you having to do like, you...

...know, like a sales follow up. Now that's a very that can be a very long game to play,but I have seen a play out where like that in line will those spectionWebin or which I just talked about. I had three companies reach out whenI sent the follow up deck and recording and asked to talk to us aboutbecause I just, you know, positioned it correctly and people were responsive toit and I ended up becoming a few opportunities from it. Something that Ithink is really special about this platform that, frankly, gets overlooked, I thinksometimes when companies put on Webinars is the interactive component. I mean you'vegot a captive audience here. Of It's a live event. I'm not afan of recorded webinars. I think it's good to publish. I never doback. Well, yeah, you don't. Only only time I recommend a recordedWebinar is if you're doing product cleaning, like so sure, if you're goingto need part product cleaning, especially like, you know, look veryhigh level product cleaning, like here's the maintenance schedule for how to do this, like that's a good thing to do a recorded Webin or on but otherthan I wouldn't recommend it. Sure, sure, absolutely, but you know, how do you? You know? I've also watched companies do these webinarsand they keep the cameras off. I mean, turn your camera on right, like we've got webcamp. So the humanization element of this is so key. I mean I can't tell you how many manufacturers I talked to that say, Oh, if I could just get in the room with somebody, ifI could just get in the room with well, this is the the nextbest thing, right. You've got a video camera and they can see yourface, they can hear your voice. You're a real person now, asopposed to these webinars, was just a picture somebody's face, or maybe noteven that, as just a deck and people are staring at bullet points.We turn your camera and spend a hundred twenty dollars and buy a nice Webcam. It'll be worth the investment. But you are. What are some otherways, Matt, that you can engage people? You know, can youbring them into the conversation? Can You you know, supposed to just makingthis about you talking at them? Okay, so I'm going to I'm going toroll into a couple of these are frameworks that I didn't come up withthese. I'm not I'm not a genius when it comes to Webinars. Ijust follow best practices and I know how to exp you know them. Okay. So one is, like you Gota, is getting that camera on and startingto Webin are a few minutes early. You're going to get people sitting inthe lobby and they're going to be like filling their phones, maybe they'rechecking their phone, maybe their own email, but like, you know, geton a few minutes early and like make that your opportunity to go breaksome ice, you know, like go hey, guys, welcome to theWebinar. Are Glad you guys are here. We're aunt, I'm jazz. We'regoing to get started in a few minutes. And then this is themoment in time where you immediately showcase whether you are interested in them or you'reinterested in yourself. And so the first thing you're supposed to do when youdo these webinars is like ask people, man, just deck, talk tothem, talk to your audience and go hey, I want to ask youto every one of you you go into chat, will quick tell me whereyou're from? Tell me what you make, tell me what you do, andthen you know, you'll people will respond. And me just start engagingyour audience as soon as possible and then always bring it back to look reallyexcited to have you guys here, like dot that out to die. SoI mean you engaging your audience constantly throughout the Webinar is one way to getthem engaged and get that in interaction going like the magic of the Webinar.And when a Guinness is the QA, and we'll get into that, Ithink, in the next question. But like start off by asking people whereyou from, what do you make, what do you do? You know, and then let that and then when you get their responses. The thehardest thing that I see people do, and it makes me cringe a littlebit, is like don't just read off like like Hey, Abbey from fromGreensboro, North Carolina, and it's like okay, well, let's talk aboutdo you got a story when you went to North Carolina one time? Doyou know that company? Do you know what they make? Or like hadyou maybe maybe someone works for Toro, and you're like, Hey, Iown your hey, I own your lawnblowers and I want it you know,get relational and get personal with that INCHRO. That's going to basically set the tonefor the rest of the Webinar. And again, when you do thatwith the camera on and you're talking to people, that's when you're making afacetoface interaction. You are really really garnering trust and people are liking you beforeyou ever even get into showcasing how much of next Gert you are what youdo, and so that's just icing on...

...the cake at that point. Andthen then also, like I said, sets up for the the rest ofthe Webinar. And the first of the other thing you want to do constantlythroughout the Webinar is encourage questions, and we'll get into that in the inthe next and I think the next segment. But yeah, I mean get inthere and get involved early on the Webinar. Are Engaging your audience andbring them in to engage with you. You're basically setting the tone for whatthe Webinar is going to be. Yeah, I think that's a really great tipand I bet just one that most people don't use. Frankly. Okay, imagine if this was happening in person and everybody was filtern into an intoa big room and standing around and everybody was just sort of staring at theground or, you know, you see people looking at their phones and stuff. But I mean, what an opportunity to just it's set the tone,like you said, especially as the moderator, to people like working with real peoplethat are charismatic. Couple other great things that come. I mean wehave one client who does this. I'm not going to name who they are, but like they their first slide on every one of their weapinars is theydescribe like who they are as people, and I love that they were likeI went to this college, I've been married this many years, I hadthis many kids, these are my hobbies, and I'm like this is a thisis a wonderful thing to do, because you're trying to create common commonalitieswith your audience. And so when you break down the wall of like,Oh, this is business, the business, Oh this is business, pigot tuohere. No, no, no, it's people to people. Okay,people selling to people. So it betob means boring to warning. All right, and that's what weather are are too often. Okay, so think aboutwhat you do as people to people, and then all of a sudden,like your marketing and your content efforts are going to be much more impactful,relational and personal as it was ult yeah, good bit. They're. So you'vehinted a couple times at the QA IA. Yeah, it'sho into talkabout the KUNA. I've heard heard you say the magic happens in the Qaabout a hundred times over the last three or four months. So let's sharewhat that means with the audienceer. Yeah, yeah, so the Qa to meis the absolute best part of the Webinar and I think, I thinkwhat it does is it separates contenders from pretenders, because you can rehearse thebest webinar slide deck ever and you can like go, I'm going to saythis, then I'm going to say this and then I'm going to say this. But you know what, once you get to the QA, the glovesare off, man, because it's like you don't know what the audience isgoing to ask and a good moderator is going to ask almost every question thatgets that gets posed. I mean I when I'm moderated webinars in my career, I usually unless it's a unless it's a really, really, really trickyquestion, or it's something that kind of gets into an ethical quandary. Iask almost everything that I possibly can to to my to mothers, even ifhe doesn't know the answer, because it's okay to not know the answer toevery question and I don't think that's a problem. So the Qa is wherethe magic Abbat is. So I would encourage anyone on this listening to thiswho wants to think about doing a Webinar get out of the slide deck assoon as humanly possible and get to the QA. You should really really betrying to have a thirty minute presentation with a thirty minute Q Anda. Thatis the perfect mix. And so, going back to the beginning, whereyou like ask people like where you're from, what do you do? You know, what company do you work for? Also start encouraging questions immediately and gohey, man, I want to get your questions, like, yes, we're going to have this slide deck and yeah, we're going to presenton this, but why? What I'm really interested in is you guys.I'm interested in your questions and what you guys have going on and how wecan maybe help walk you through it. Okay, so please don't have stayto ask questions. If you got them, you know, drop them in,drop them in the questions panel or Dropman the chat panel. I'm goingto bring I'm going to answer as many as I can. If they're acontextual to what we're doing, we're going to ask him in the real time. If not, I'm going to get him at the end. And thenanother trick that you want to do with the QA, like you got toencourage questions constantly throughout. You can't just do it once in the beginning andthen you know again at the end, like almost every five to ten minutes. You need to be saying, Hey, guys, just really I hope youguys, you can value out of this. Please ask you questions inthe panel. We really did your questions. We want them so bad. Pleasedon't hesitate any kind of question you have that's going on, that youwant to know more about this presentation or what's going on in your life interms of your job, like I want to answer that for you to dropthem and then at the end when you're...

...going through the Qa, this iswhere your subject matter experts look like experts aces because you can rehearse it aswell as again, but when you really have a subject matter expert on yourWebinar who man they really show out on the Qa because they're trying to rehearse. It's very natural for an engineer or for someone who's technical to reharse theirtheir Webin or slide deck. It's just human nature. We all want tolook good. I'll parenthetically say I don't rehearse my slide dex very much forand I'll show mark any live. But a lot of people like to dothat and that's fine. But when the questions come, that's when they reallyhave to reach way back into the deep recesses of their brain and that's whenthey really demonstrate what they know because they'll bring in stories, they'll bring inexamples, they'll really show their technical know how and they're gonna shine when itcomes to that. If you really got someone those with talking about, they'regoing to shine. And so another trick to do when you do the questions, even during the QA, keep encouraging questions and then I have a couplebut tricks that I like to do. So and I have like a logof questions and I know people are probably people are going to dip out alllike thirty, forty five in an hour like they just do, because theyhave this time blocked in their head like at thirty minutes to do this atforty five minutes or of sixty minutes, and then you're going to notice dropa back to that. That's natural son of that thing. But if youknow people have questions in the queue and if they think they're going to they'regoing to get their question answer, they're going to stay on. So yougo like Roger, Rachel, Randy, I see your questions. We're goingto get to them right after you guys are up next, as soon assoon as we get this question answer. So just rules, just start rollcalling people who ask questions and say Gotcha, Gotcha, Gotcha, Gotcha, Gotcha. That will keep them on and engage because they're going to know theirquestions going to get answered and that's going to keep them all longer. Andso that, to me, is where Qa is just so under utilized.People try to rush through that or they try to limit it, like no, no, that's the best part of your Webinar. That's where you getall the great content, that's you get the follow up content, ideas,and that's, frankly, where people who are attending the Webinar who may beinterested in what you have to sell, are getting you in real time.Like look at people who ask multiple questions, look at people who ask really specificquestions. Look at people who bring your product into the equation in theQA session when you weren't even really talking about your product. Like those,to me, are like very strong signs of that person might be in abuying cycle and they might be getting you in real time during your whether itare Oh man, so much good stuff, you just said. They're yeah.I mean this is your first sales call with so with some of thesepeople, and not not for you to push a product, but to beable to start building a human relationship with specific individuals who, as Matt said, are actually vetting you. I mean this is your chance to earn trust, to demonstrate how you know, how smart you actually are, by beingable to answer their questions on the fly. And then, you know, somethingelse I'd I would think about doing. Is Okay, you know, Iinteracted with you, these five or ten people ask questions on the Webinar, follow up with them after and elaborate on it. You know, if, what? If you've published a blog post about that topic or you've gota recorded video or or something like that, like I use my content all thetime, these podcasts like you're listening to right now, or you knowMatts Webinars for industrial marketing live his Webinar series, or the written blog post, like I am always every time I get off a sales call, I'malways thinking, what did we talk about? That I have published something that wouldbe helpful to this person on and I think you could do the samething in your Webinar. Just be taking note of all that stuff, becausethat that's your first touch with with a potential prospect. Now it's time tonurture them. Yeah, and I mean for the nurture stuff, like there'sa couple different taxs you can take and if you want to be kind ofsales intensive, but the Webinar, that's fine. It's all comes down tobraining bill. So, you know, take your Webinar, attend list,send him an additional piece of continent. If you have something on sourcecatter themabstraction and then you have a case study that you do it a customers orits Gatcham actually go hey, we talked a lot about that and it maybeit was part for you to picture it, because you know we were talking abouta kind of in conceptual way, but here's like a real life exampleof how that got applied and I just wanted to throw this your way incase that's something you additionally you wanted to take a look at. Then,after you send them that case study, the probably the best thing you coulddo is offer a very no pressure opportunity...

...to hop on a sales call.Usually you want to bring the person who's might who's paneling the Webinar, orthe highest person up in your organization you can talk about in an authoritative leveland said Hey, you know, usually people who attended to webinars are inthis stage of the life or this stage of their life or this stage ofthe life in terms of hume attraction, like they're just trying to get educationout of it. They they think they want it but they're not really surewhat they want, or they're really in the market for this and they're andthey're trying to look to maybe take the next step. I don't know whichone of these steps you're in, but if you're possibly in two or three, I would you think it would be a good idea if you talked withone of the panelists and our VP of engineering about your problems. This istruly no hassle. We just want to give you value and answer and it'sreally specific questions you might have and just let me know if you're interested inthem. And that's it, you mean, just it all comes down to intentand am I will and want to, I want to help this person ornot, and then once you get on the phone with them, youknow, that's when you can keep the conversation going. At that point,like you, you have an Inchry Way to maintain a dialog over over thelong term, with that you having to like have commission bread, you know. So that, to me, is like one of the frameworks avenues forfollow up. The other one is you can just be really low touch anddo nothing and just if you have a webinar program that you want to runover like twelve months, which I think is a really smart idea that Ithink a lot of companies should consider doing, because trade shows aren't coming back anda lot of people still can't get into a lot of buildings right now. You know, just do the Webinars, you know, send the the assetsafterwards and always have the low you know, the low friction. Booka call with this here at the beginning, like hey, if you have anyneeds, like just reply here. It goes straight to my inbox.Or if you if you're interested in talking about this at all, no pressure, like here. You can book time with this here any time that youwant to be happy. Discussion needs more in depth. And then you know, those two me are the methods by to go about it. Just kindof depends on what your opposite is. Yeah, that's great. So,Matt, potentially the biggest missed opportunity with webinars from my perspective, or oneof the biggest ones, is their evergreen potential. Instead of running these eventsand then just letting them die, you should be recording them and then publishingthem and and I'm a fan of not putting the published recordings behind forms becauseI think you're not going to get eyeballs on them. But can you,can you tell us, like how do you like to make use of aWebinar after the event is actually over? I mean, that's in he's oneof the best parts of the Webinars I love. It's a lot of contentin a really short amount of time. Yes, there's prep and stuff,but like you're doing thirty minutes to an hour, and then you got alot of stuff to work with, which I always find very attractive because Ilove the repurpose content. I'll concur on the gating, I mean, ifyou gave your Webinar, unless you were a company that gets an enormous amountof traffic people to your site, like I mean most people who are listeningto this. Their company website probably gets five hundred to twozero hits a month. That's really not a lot in the grand scheme of things. You're probablygetting one to two webinar conversions a month. That you're going to do something likethat and like, is that amount of frictional worth it? Like doyou make content for it to be consumed or do you make it to acquireemails like that? That would kind of be my my question to you,and it when it comes to your intent for webinars. And so, inregards to the evergreen part of it, the first thing that's not including thatquestion. They should also be doing is transcribing. Okay, so spend theone hundred and twenty five a minute. It takes on a red spin seventyfive to get it transcribed rather going to do it much faster than you're goingto pay someone thirty bucks in do you paid thirty bucks an hour to doit's going to take them three to four hours. So it's more cost effectiveto do it that way. Take that transcription written, run through it,take that shifts and you identify like really good audio clips and you can makevideograms out of it. Give it to your subject matter and expert throw itup, help them with content on Linkedin, organic to like, you know,post that kind of stuff, or you can put it on your companypage as well, Company News Ticker, Instagram, whatever is right for youguys to wonder one format. Use a tool like be, use a toollike wave. When you can, you can do the Audio Games. Theother thing that I like to do,...

...this is a little trick you todo, is repurposing the Webinar into blog posts, and so the way thatyou do that is in the prepp so you if you don't prep rate withyour Webinar, you're not going to make a good walk post out of it. And so what I mean by the preface when you're going back to generatethe topic idea. This goes all the way back to like getting the questionsright. And so you get the questions that your people, that your salesteam is getting, and you plug them into kind of being the subtopics.Will each of those subtopics become blog post for you? And so if you'rereally smart and you really structure your Webinar well, you can get three blogpost out of one webin or if you do it correctly. But it's kindof depends on how you on how you organize the topic itself. So forme, what I would like to do is I would do a Webinar topic, a big, big live one, like beginner's guide to fume attraction,and then I have three subtopics within that. and well, each of those subtopics to me, I very intentionally structured them so they became blog postson the back end of it. So I took the transcription, I wouldtake as much out of the topic as I could to make a block post, maybe five hundred words, maybe seve ndred fifty. Then I go backthrough the Qa and I would go find it questions that related to that subtopicand then I would fill it in even more and then I would rewrite andthen I would just rewrite that thing kind of, you know, work ita little bit, give it to my sm make sure it's cool with it, publish it, and so that, to me, is the best wayyou can repurpose blog webinar content for yourself, and you also hit people and howthey want to consume content. If they want to read it, youhave. They want to watch it, you have. You want to listento it. Nothing forcluding you also for making your Webinar into a podcast.You know, go ahead and take the audio which you have and just justrecord a little precace like, Hey, guys, welcome to the fume extractiontechnology show. We did this Webinar recently with with with with at ten ona hum extraction and thought I'd be really good for the podcast. So youknow this. This is a thirty minute recording of a podcast. Dots aboutthat I and then do now. You just made your elebinar and the threedifferent pieces of of content that can be consumed any which way that your audiencecares to, which is, to me, why I like the Webin are somuch. It's the most repurposeable piece of content out there that you canmake great stuff, so much good stuff. They're Mett, what what advice canyou offer about how to get started for people who are sitting here,which I hopefully is most of the audience, saying, oh my gosh, Ineed to I need to like to be doing this differently or start doingit for the first time. Like, how do you get started? BecauseI think there's a lot of technology intimidation that I see from. Yeah,people we advise. I'll actually go back to step. So I think thefirst thing you should look after your what if you want to do webinars,you need to take a look at your email list. Okay, do youhave an email list big enough to do webinars? Because if your list islike two hundred people, you're going to get ten people to register and threeyou're going to attend and then your sales team is going to go, whatthe heck, why did I do e Webinar for three people? And thenyou're going to be like this and then you're never going to do webinar again. So if you're one of those companies and you're like, I don't havemuch of the emails, how the hell do I get started on this?My do not you can still do Webinar. Okay, the best thing you cando. Go by another company that has a bigger email list. Maybeit's a partner of yours, maybe it's, you know, maybe it's maybe it'sa you know, sister company of some kind. Enjoint venture, joyventurethe Webinar with maybe they have a bigger email list, and go hey,I want to do a Webinar with you guys. I'll do all the work, I will pay for the platform, I will do the slide deck,I will, you know, do all the email stuff where you, allyou guys have to do is just sending email to your list and show up, you know, do all the work for them, and then all youwant is that email list. Right. So joint venture with bigger other companieswho have bigger list. That can help get you in and then that's agood way to get started with with the with the Webinar, with the Webinarprogram let me build one thing on that. On that, Matt You, Ithink because I love that idea of the joint, joint Webinar. Youknow, not only are you utilizing their email list, but you know,in those cases you're also leveraging the the brand equity and logo right of thosecompanies like I could think of literally in the last week I've talked to twoof our clients. One of them may partner on a Webinar with Rockwell automation. Another one is maybe can a partner...

...with fannic and and because they've got, you know, one individual in those companies in sales that would come inand now you've got, you know, you've got those logos that are associatedwith your brand and potentially tapping into their contacts as well, and that's justso powerful. Yeah, and it's smart. I mean it's Super Smart. Wedid one recently with one of our clients and we partner with with theclient. You actually reached out to us for color elebinars. I wanted tojoin venture and we were like yeah, I'm happy to do that and theybrought, you know, they brought like a fifty percent lift in retstrance.Perfect. So yeah, joint venture webinars work. It's a great way toget s hard if you don't much of the list. If you do havea list and you have all that stuff, the best way to get started isto really start looking at what you have subject matter expertise in and whatyou guys do well and you can speak to authoritatively have a point of view, also point of view such a underrate announcement, like you need to havelike a point of view on why, on this process, like you shouldbe objective enough to cover all aspects of it, of that topic, butalso, you know, don't be afraid to bring your pov into it,because people ultimately will have a feeling one way or the other. So youcan either repulse them, not a bad thing, or you can have themgoing yeah, and like that's not a bad thing either, and so bringyour point of viewing. The other thing is to just like think about Webinarsas something programmatic, and what I mean by that is, like look atit as something where you want to do try to figure out how you're goingto do five, six, seven, eight of these, not do oneand then wait three months to do the next one. Like webinars are likeany piece of content. It's like podcasting or like blogging or like linkedin organic. It all comes down to momentum, and so you need to give yourselfa chance to have momentum with your webinar program otherwise you're going to you're goingto just constantly be puttering out and not being able to go capture that momentumagain, and so another thing I would I would keep in mind. Theother thing is that would experiment with formats. And so, personally, I doeleven or every Tuesday night and there's no slide deck. It's just meand a group of people and it's Chris Walker, who's one of my idolsand marketing, and he's just holding court, doing an ask me anything. He'sgot like three topics and he talks through the whole dame thing and then, you know, surfs like me show up and ask questions and and heanswers them and it's brilliant like it's and that everyone thinks he's the best guyin marketing because of that right. And so if you really got someone knowsyour topic like that, you should not be afraid to experiment with that kindof fireside chat thing. I did it. We do a modified version of thatwith one of our customer under one of our clients, and it worksreally, really well because they have really good rapport they play off of eachother during the room, like seeing at each other talking and then they hadto have the slide deck as well. But like experiment with formats and thenthe other thing is just, like, you know, commit to it,like I can't. I can safely tell you the first Webinar I ever didI got thirty registrants and I got fifteen people attend or twenty people at tenand I'm just disappointed in it and I was like man, I don't knowif this courts. I also will say it was a very sales intent webinar. Then I started to think about webinars a little differently. I sorry toget more I started to get more process or in it, I started totry to take the product out of it and I frankly just committed to ita little bit more. And also, and I went from, like,you know, thirty registrants to sixty and I went from sixty to eighty undredand twenty and I'm like, oh my gosh, like you know, peopleare into this. And the thing is, like I was getting fifty to sixtypercent attendance right throughout it pretty consistently and I'm like there's something here.And so I would say give it, give yourself some grace and give youa program some patience, and you're going to figure out the form, onethat works if you're consistent about it because I didn't have a figured out thefirst two or three times I did to Webinar, but once I did atthe fourth, fifth and six time, I started to notice what people wereresponsive, were responding to, and that ultimately gave me a lot of clarityinto what pro what would work and what wouldn't work and had a lot moresuccess webin or to Webinar as a result. Great Advice. Anything you'd add tothe conversation map that we haven't talked about or any parting advice? I'man enormous fan of webinars. I think...

...it's very well documented. In termsof technology. There's three that I would consider. Zoom, go to Webinarand then demio. Demio I've not used before, but I know the personwho runs marketing for Demio and she's a she was in the manufactional space before. It's a great product. I know people who do a lot more webinarsthan I do rave about it, so I wouldn't discount demio. I knowI know zoom and go to Webin or the dominant ones, but you know, look at that one tech the technology is not it's really not that intimidating. If you can run a virtual meeting. You could run a Webinar. It'sreally not that much of a really not that big of a leaf.Promotion also, I think, is another key. Think about promotion. Youknow, don't just put a Webin or up and throw on your home pageand hope people will come. Have a plan for just for getting that outinto your audience. If you want to put a little pay budget behind it, that's okay. Always, always, always, always, have an emailblast plan for the day before. Always you're going to get almost thirty.You'll get anywhere from twenty five to fifty percent of your resistance a day before. It just always happens that way. I've my recipe that I found isto what. Two emails work really well for me. Three can sometimes work. There's another like there's a couple small hacks you can do. Like it'ssay you want to get on the Webinar and it's like fifteen minutes before itstarts and you want to this, you can send like an email to likeyour list and go hey, the lobbies open for the Webinar, and thenanyone who likes anything to do you may end up getting a lift from that. And so like experiment with promotional tactics to see how you can get morepeople in there and drum up more interest. So definitely have a plan for promotingthe Webinar. Don't think that you can simply throw it on your companySocial Media Page and nothing and and it's going to work. Like, getyour other teammates participating in it. Put it in your email signature when youguys have one going on. Put the pay promotion behind it. have anemail distribution strategy. So definitely promotion cannot be overstated. Like, definitely thinklong and hard about it. Great Tips. Lots of good nuggets there. Well, Matt, this was fun, man. I mean, I'm ahuge advocate of webinars as well. We're helping our clients figure it out.You're leading the charge on that front, which has been really exciting. Sothanks for sharing your wisdom today. Cool. I appreciate it. And one hasany questions they want to ask me or just or think I don't knowwhat I'm talking about, please, without I would be happy to just justtalk shop with you. But yeah, anyone who has any questions out webinars. I mean y'all know me only them. My Dms are always open and yeah, you'll got some value out of this. You know, webinars tome are still very elastic as and to me still have staying power. UntilI see something, until I see a better content format, I'll there.That's great. It's so. Mad has mentioned it, I think, acouple times here in passing throughout the podcast today, but he's got a showindustrial marketing live, which is sort of under the gorilla seventy six umbrella orcompany and what we're doing every three weeks at this point. Matt, right, three weeks. Yeah, it schedules been moving a lot, but Iam trying to stay every three weeks. I have killed it colored Sala onthe talk converging rate optimization and heat maps for my next one, and thenI got all the ones in the works as well. So if you guysjoin me for that, it's a super tactical session by every time and reallywe try to really get down in the content and some other parts as well. That's great. So we'll drop a link to that registration page into theshow notes. You can check that out there. Met what else? Whatelse? You want this crowd to know about you and work where they canget in touch with you and you've got a podcast of your own which isphenomenal. Hoped for you to get that a little plug here too first.So you can find me on Linkedin. That's the easiest way to find me. Confound you on twitter, also on a mat under sports, Shanella,I believe, Scia and an ELA, and then, yeah, it mightshow my podcasts, the industrial marketing show. Well, having so much fun onthat show. So please, please join MJ and myself. We switchour format up. We're having a lot of fun. We are talking withleaders in the marketing, the industrial marketing community. I we have Henry Peckfrom Johnson and Johnson on our latest episode. Everyone's heard Johnson and Johnson. Rightyou want to hear Henry Peck is doing a clubhouse. You Know HenryPeck is. Was a great gas.

We got others lined up and we'rejust having a lot of fun. Almost, it's hard to believe, but almostgoing to be a year since I started that Webinar and are sorry,sorry that podcast and that podcast is just paid for itself in Spain. Ijust can't can't tell you how how much that thing is changed the trajectory ofmy life, let alone been a great content project for me. Well,I met you as being a guest on your podcast. Correct you there.I think you were a third guest action. Yeah, it's amazing. It's areally powerful platform. I mean we we got a different topic today,so we want we want start getting into podcast but but anyway. So,yeah, Matt, this was awesome. Thanks again for taking the time todo this. I know firsthand how busy you are because we work together,and so thanks for taking the time out of your data to do this here. So for sure, man, thank you all so much to listen.As for the rest of you, I hope to catch you on the nextepisode of the Manufacturing Executive. You've been listening to the manufacturing executive podcast toensure that you never missed an episode. Subscribe to the show in your favoritepodcast player. If you'd like to learn more about industrial marketing and sales strategy, you'll find an ever expanding collection of articles, videos, guides and toolsspecifically for bedb manufacturers at Gorilla Seventy sixcom learn thank you so much for listening. Until next time,.

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