The Manufacturing Executive
The Manufacturing Executive

Episode · 1 year 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 the absolute, one hundred percent selfless intent of creating value for your audience and helping them do their job better, you're going to create repeat attendees and an affinity for your company and ultimately, you're building no like tross through a platform that really gives your stubric matter experts a way to showcase their capabilities and your no help. Welcome to the manufacturing executive podcast, where we explore the strategies and experiences that are driving midsize manufacturers forward. Here you'll discover new insights from passionate manufacturing leaders who have compelling stories to share about their successes and struggles, and you'll learn from B tob sales and marketing experts about how to apply actionable business development strategies inside your business. Let's get into the show. Welcome to another episode of the Manufacturing Executive podcast. I'm Joe Sullivan, your host and a cofounder of the Industrial Marketing Agency guerrilla. Seventy six so remember the good old days when we used to go into our customers buildings and sit next to them and 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 customer or 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 to humanize ourselves in front of more people, or in other words, to do it at scale. Today, my guest is a colleague of mine at guerrilla seventy six, and, being the marketing nerds that we both are, were both 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 of you, I'm sure, have been a part of running them to but ninety five percent of webinars completely missed the boat. So today we're going to talk about how to do webinars in a way that will build thought leadership for Your Business, start conversations with prospects, humanize you and your brand and become a central part of Your Business Development Infrastructure. So, on that note, let me take a moment to introduce our marketing director at guerrilla seventy six, Matt Chanella. Matt has been a marketing professional for almost nine years. He started his career doing technical and proposal writing for a and e companies before transitioning to design build construction. There he was introduced to marketing, where he started with content marketing and website development. In Two thousand and sixteen, Matt moved to welding equipment maker Abocor Benzel, where he was marketing manager before moving up to marketing director for the United States and Canada. At Benzel, Matt evolved the Marketing Department from a printad trade show approach to an inbound content and demand generation model, expanding his program to other areas, including Mexico, Brazil, Germany and the 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 the overall strategic direction for both gorilla and our clients. Well, Matt, you are officially the first return guest I've had on the show. I think this is going to wind up be an episode thirty eight and first person to who got an invite back. So you can either chalk that up as you did a really good job last time or that I didn't have anybody for next week's show 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, but I'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 one of my elements. And so yeah, I'm just filling excited to talk talk this out, because I'm a just a massive band of the Webinar when it's executed well, and I think company's get...

...a lot of value out of it when 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 is the most downloaded. So if you haven't listened to the one I did with Matt a few months ago, go take a listen and feed his ego a little bit, because it was it was a good one. We talked about content distribution, which is another passion of yours and area of expertise. So so, anyway, welcome back. I like to start off first by thanking my parents for the for them. Yeah, I know, that's awesome. Just one all the people who did download that. Thank you. I don't know what I did to deserve that, but appreciate each and every one of you. 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 and twenty and people have being forced to communicate more online and through video and everybody just getting comfortable with that, that way of of sort of communicating, I guess. But I guess what I see happening is in the manufacturing space or and probably beyond the manufacturing space, to that's just sort of where you and I largely live. But you know, webinars are they're not being used the way they should in a lot of cases and you know, it's it's a lot of talking at an audience. It's a lot of trying to sell products and and you know, a lot of me, me, me, and I just every time I see this happening, I'm like, Oh man, you're missing such an opportunity right now. So I'm just kind of curious from your perspective, Matt, like tell me where you're seeing, in particular, manufacturers using the platform the wrong way. Yeah, so I think it's really easy 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 with sales Elebinar, but the best webinars that you the best Webinar strategy you can have 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 product whenever you can. And so there's there's little, very subtle ways you can do that where you can remove your product from the equation but still talk about exactly what you do. And I feel like it's a really important distinction for people that for people to know, because it's the it's a difference between showing value to your audience versus having commission breath. You know, there's those are two different things. You know, if you create a Webinar with the absolute, one hundred percent selfless intent of creating value for your audience and helping them do their job better, you're going to create repeat attendees and an affinity for your company and ultimately you're building though, like trust through a platform that really gives 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 most unique platforms out there. I know audio marketing is so big right now. Podcasting is another version of that, for sure, but I think what makes the Webin are special is the interactive element to it, which I know we're going to get to. But where companies bio large getting wrong for me is they're two product focused on their product. They try to talk too much about themselves and what they're capable of and ultimately, like you're only going to capture that small percentage of the market who's in the market for that product when you do that, and I don't think that's it. That will work. I will say. I will definitely say, though, if you sell a product and you have a very large distribution network or dealer network that you sell your product through. I think webinars and doing those kind of cell elebinars are great ideas because they're a great way to get in front of your distribution in a in a scalable way. That would that would be difficult. Otherwise, you can bring your regional subject matter experts on and talk about it and then you can really arm your dealer network to sell your product better. That, I think is great scenario to use to use the sales until Webinar. But if you're selling, you know custom configure machinery, if your end user focused, I think you get a lot more Lee, you'll get a lot more burn to do in a more value based Webinar. Yeah, I think it. Everybody just sort of feels like they just...

...default to going into selling mode and thinking that you know the straight to the product pitch. And this is true across 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 I think the the same principle holds true here. If you can educate, take the expertise out of the brains of your simes, and get that stuff in front of the right people. Play the long game and you're going to win a lot bigger than than trying to just sell cell cell and, frankly, probably drive a lot of people away in the short term. Right. I mean it's just again like I'll go back to it. Nine, nine percent of your market's probably not inactive buying them for your product. So when you do a Webinar that says you know by the how how our product transforms your factory, you know most people are going to be like, I don't really care, 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 name reviewing. 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 attend it. But yeah, I just to me, I just I just never under estimate the fact that most of my markets probably not in the buying position right now. And so when I do webinars that are more geared towards value and 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 not even if people will already. People already trust me because that even them value and I've shown demonstrated ability to give value and and and one educate the market. And then when I do my sales well and are all a sudden people are more willing to attend down in dolerate. Okay, so now that we got that one out of the way, which is something you and I both feel very strongly about, people are probably wondering, okay, well, what what should I do a Webinar about? And so my next question for you is, how do you generate topic ideas for a Webinar that you can feel confident are going to resonate with your audience and engage them and compel them to 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 the habit of, you know, feeling questions and feeling questions of your sales team that they get, like if you're marketing, like ask is a what questions the people ask about this, this, this or this. Maybe they're not the things that you want to make topics out of, but they're probably the things that you want to make subtopics out of your Webinar. You know what I mean. And so I'll go back to my days of Benzel as an example, because I've done I did this webinar program with Benzel. It's really successful for us. So we did one on we did a few extraction series where basically walk through all these different few extraction scenarios. Is All fume extraction, all the equipment. Specifically it was source capture, but we sold like the product was called the extract or. It was before we had recalled the exciting because we get sued. Be that as it may, it was called we 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 people know about it and it was a good idea. But we didn't want to do the we didn't want to do it about I didn't want to do it about the products. and New People want to show up. People were more at 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 I just 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 the product group few attraction, because that has, you know, keyword density. That has a bunch of other competitors in the space. We have our own 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 we sold 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? So for us we basically presented all the different hum attraction options out there and then we talked a little bit about pros and...

...house breach, including pros and cons of our own of our own solution, and we were able to show our welding 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 source capture fum extraction looks like. In this is how the technology works and this is and this is why it's different from like low, from like low static pressures. 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 trying to extract fames in a smaller area of footprint and so you need enough suction to 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 meters and so it's kind of pulling from a larger area. And so we were able to how a walk through that whole gamut and the Webinarre and it was wildly successful. People ended up getting a lot of value out of it and a lot of feedback. But really where I started was I started at all the misconceptions about our product that existed and then I just extrapolated it out into neutral format and I go, okay, here's all the problems people have with the extract or the x fume are. So how do I make that a topic about fume extraction, which is what we sell fum extraction equipment and that's ultimately 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 a category creator. We had this scenario as well. We had a we had a new partnership with a company New York. We were selling inline D laser inspection on 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 knows what smart ray is. And like we could say, you could say, like how smart Ray will revolutionize quality, quality assurance in tier one automotive and automotibile am. No one would have came to that, you know what I mean. But if I start talking about D inline weld inspection like that as the topic, without having to interject my product into it, also, people like what is D in line weld inspection? Like that's a new process that I've never heard of before, and so I was able to present the entire thing on that and I got a whole bunch of tier one or automotibile aams to attend it as well as, you know, integrators who would be interested in then, and Roberto Ams, and got a lot of interest out of that because I just I removed the product from the Webinar and I was more focused on the process and how it would give value to their manufacturing and product line. And that, ultimately, is how I go about generating topic ideas and I think that to me, has been a wildly affective way to run webinar programs and I would highly encourage people just try to think outside the box and think what's important to my target market? Probably not my product, but probably the 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 smart you sound too in front of this audience that that you know, is probably an ideal audience for you. You could be sit there, sitting there pitching them a product that they might not have any interest in right now. But if 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 sell stuff constantly, or the company that is clearly a deep expert on a topic and is sitting there sharing their knowledge, like you are going to just develop a captive audience purely by teaching. You'd also be surprised if you when you do 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 process and how it helps them do their job better without having to jam your product down your brow, they'll come to you and go hey, that was really interesting Webinar. I'm wondering if you guys, if we could talk a little bit about that for my product line, because I didn't have sales breath on me when I was doing the Leban are and I just was not educating and they had up coming to me anyone. And so that's a means. It's me. 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 spection Webin or which I just talked about. I had three companies reach out when I sent the follow up deck and recording and asked to talk to us about because I just, you know, positioned it correctly and people were responsive to it and I ended up becoming a few opportunities from it. Something that I think is really special about this platform that, frankly, gets overlooked, I think sometimes when companies put on Webinars is the interactive component. I mean you've got a captive audience here. Of It's a live event. I'm not a fan of recorded webinars. I think it's good to publish. I never do back. Well, yeah, you don't. Only only time I recommend a recorded Webinar is if you're doing product cleaning, like so sure, if you're going to need part product cleaning, especially like, you know, look very high 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 other than I wouldn't recommend it. Sure, sure, absolutely, but you know, how do you? You know? I've also watched companies do these webinars and 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, if I could just get in the room with well, this is the the next best thing, right. You've got a video camera and they can see your face, they can hear your voice. You're a real person now, as opposed to these webinars, was just a picture somebody's face, or maybe not even 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 other ways, Matt, that you can engage people? You know, can you bring them into the conversation? Can You you know, supposed to just making this about you talking at them? Okay, so I'm going to I'm going to roll into a couple of these are frameworks that I didn't come up with these. I'm not I'm not a genius when it comes to Webinars. I just 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 starting to Webin are a few minutes early. You're going to get people sitting in the lobby and they're going to be like filling their phones, maybe they're checking their phone, maybe their own email, but like, you know, get on a few minutes early and like make that your opportunity to go break some ice, you know, like go hey, guys, welcome to the Webinar. Are Glad you guys are here. We're aunt, I'm jazz. We're going to get started in a few minutes. And then this is the moment in time where you immediately showcase whether you are interested in them or you're interested in yourself. And so the first thing you're supposed to do when you do these webinars is like ask people, man, just deck, talk to them, talk to your audience and go hey, I want to ask you to every one of you you go into chat, will quick tell me where you're from? Tell me what you make, tell me what you do, and then you know, you'll people will respond. And me just start engaging your audience as soon as possible and then always bring it back to look really excited to have you guys here, like dot that out to die. So I mean you engaging your audience constantly throughout the Webinar is one way to get them 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, I think, in the next question. But like start off by asking people where you from, what do you make, what do you do? You know, and then let that and then when you get their responses. The the hardest thing that I see people do, and it makes me cringe a little bit, is like don't just read off like like Hey, Abbey from from Greensboro, North Carolina, and it's like okay, well, let's talk about do you got a story when you went to North Carolina one time? Do you know that company? Do you know what they make? Or like had you maybe maybe someone works for Toro, and you're like, Hey, I own 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 tone for the rest of the Webinar. And again, when you do that with the camera on and you're talking to people, that's when you're making a facetoface interaction. You are really really garnering trust and people are liking you before you ever even get into showcasing how much of next Gert you are what you do, and so that's just icing on...

...the cake at that point. And then then also, like I said, sets up for the the rest of the Webinar. And the first of the other thing you want to do constantly throughout the Webinar is encourage questions, and we'll get into that in the in the next and I think the next segment. But yeah, I mean get in there and get involved early on the Webinar. Are Engaging your audience and bring them in to engage with you. You're basically setting the tone for what the Webinar is going to be. Yeah, I think that's a really great tip and 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 into a big room and standing around and everybody was just sort of staring at the ground 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 people that are charismatic. Couple other great things that come. I mean we have 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 they describe like who they are as people, and I love that they were like I went to this college, I've been married this many years, I had this many kids, these are my hobbies, and I'm like this is a this is a wonderful thing to do, because you're trying to create common commonalities with 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 about what 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've hinted a couple times at the QA IA. Yeah, it'sho into talk about the KUNA. I've heard heard you say the magic happens in the Qa about a hundred times over the last three or four months. So let's share what that means with the audienceer. Yeah, yeah, so the Qa to me is the absolute best part of the Webinar and I think, I think what it does is it separates contenders from pretenders, because you can rehearse the best webinar slide deck ever and you can like go, I'm going to say this, 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 gloves are off, man, because it's like you don't know what the audience is going to ask and a good moderator is going to ask almost every question that gets 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 tricky question, or it's something that kind of gets into an ethical quandary. I ask almost everything that I possibly can to to my to mothers, even if he doesn't know the answer, because it's okay to not know the answer to every question and I don't think that's a problem. So the Qa is where the magic Abbat is. So I would encourage anyone on this listening to this who wants to think about doing a Webinar get out of the slide deck as soon as humanly possible and get to the QA. You should really really be trying to have a thirty minute presentation with a thirty minute Q Anda. That is the perfect mix. And so, going back to the beginning, where you 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 go hey, man, I want to get your questions, like, yes, we're going to have this slide deck and yeah, we're going to present on 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 we can maybe help walk you through it. Okay, so please don't have stay to ask questions. If you got them, you know, drop them in, drop them in the questions panel or Dropman the chat panel. I'm going to bring I'm going to answer as many as I can. If they're a contextual 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 then another trick that you want to do with the QA, like you got to encourage questions constantly throughout. You can't just do it once in the beginning and then you know again at the end, like almost every five to ten minutes. You need to be saying, Hey, guys, just really I hope you guys, you can value out of this. Please ask you questions in the panel. We really did your questions. We want them so bad. Please don't hesitate any kind of question you have that's going on, that you want to know more about this presentation or what's going on in your life in terms of your job, like I want to answer that for you to drop them and then at the end when you're...

...going through the Qa, this is where your subject matter experts look like experts aces because you can rehearse it as well as again, but when you really have a subject matter expert on your Webinar 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 their their Webin or slide deck. It's just human nature. We all want to look good. I'll parenthetically say I don't rehearse my slide dex very much for and I'll show mark any live. But a lot of people like to do that and that's fine. But when the questions come, that's when they really have to reach way back into the deep recesses of their brain and that's when they really demonstrate what they know because they'll bring in stories, they'll bring in examples, they'll really show their technical know how and they're gonna shine when it comes to that. If you really got someone those with talking about, they're going 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 couple but tricks that I like to do. So and I have like a log of questions and I know people are probably people are going to dip out all like thirty, forty five in an hour like they just do, because they have this time blocked in their head like at thirty minutes to do this at forty five minutes or of sixty minutes, and then you're going to notice drop a back to that. That's natural son of that thing. But if you know people have questions in the queue and if they think they're going to they're going to get their question answer, they're going to stay on. So you go like Roger, Rachel, Randy, I see your questions. We're going to get to them right after you guys are up next, as soon as soon as we get this question answer. So just rules, just start roll calling people who ask questions and say Gotcha, Gotcha, Gotcha, Gotcha, Gotcha. That will keep them on and engage because they're going to know their questions going to get answered and that's going to keep them all longer. And so 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 get all 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 be interested 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 specific questions. Look at people who bring your product into the equation in the QA 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 a buying cycle and they might be getting you in real time during your whether it are 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 these people, and not not for you to push a product, but to be able 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 being able to answer their questions on the fly. And then, you know, something else I'd I would think about doing. Is Okay, you know, I interacted 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 got a recorded video or or something like that, like I use my content all the time, these podcasts like you're listening to right now, or you know Matts 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'm always thinking, what did we talk about? That I have published something that would be helpful to this person on and I think you could do the same thing in your Webinar. Just be taking note of all that stuff, because that that's your first touch with with a potential prospect. Now it's time to nurture them. Yeah, and I mean for the nurture stuff, like there's a couple different taxs you can take and if you want to be kind of sales intensive, but the Webinar, that's fine. It's all comes down to braining bill. So, you know, take your Webinar, attend list, send him an additional piece of continent. If you have something on sourcecatter them abstraction and then you have a case study that you do it a customers or its Gatcham actually go hey, we talked a lot about that and it maybe it was part for you to picture it, because you know we were talking about a kind of in conceptual way, but here's like a real life example of how that got applied and I just wanted to throw this your way in case 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 could do 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, or the highest person up in your organization you can talk about in an authoritative level and said Hey, you know, usually people who attended to webinars are in this stage of the life or this stage of their life or this stage of the life in terms of hume attraction, like they're just trying to get education out of it. They they think they want it but they're not really sure what they want, or they're really in the market for this and they're and they're trying to look to maybe take the next step. I don't know which one 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 with one of the panelists and our VP of engineering about your problems. This is truly no hassle. We just want to give you value and answer and it's really specific questions you might have and just let me know if you're interested in them. And that's it, you mean, just it all comes down to intent and am I will and want to, I want to help this person or not, and then once you get on the phone with them, you know, 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 the long term, with that you having to like have commission bread, you know. So that, to me, is like one of the frameworks avenues for follow up. The other one is you can just be really low touch and do nothing and just if you have a webinar program that you want to run over like twelve months, which I think is a really smart idea that I think a lot of companies should consider doing, because trade shows aren't coming back and a 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 assets afterwards and always have the low you know, the low friction. Book a call with this here at the beginning, like hey, if you have any needs, 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 you want to be happy. Discussion needs more in depth. And then you know, those two me are the methods by to go about it. Just kind of depends on what your opposite is. Yeah, that's great. So, Matt, potentially the biggest missed opportunity with webinars from my perspective, or one of the biggest ones, is their evergreen potential. Instead of running these events and then just letting them die, you should be recording them and then publishing them and and I'm a fan of not putting the published recordings behind forms because I 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 a Webinar after the event is actually over? I mean, that's in he's one of the best parts of the Webinars I love. It's a lot of content in 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 a lot of stuff to work with, which I always find very attractive because I love the repurpose content. I'll concur on the gating, I mean, if you gave your Webinar, unless you were a company that gets an enormous amount of traffic people to your site, like I mean most people who are listening to 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 probably getting one to two webinar conversions a month. That you're going to do something like that and like, is that amount of frictional worth it? Like do you make content for it to be consumed or do you make it to acquire emails like that? That would kind of be my my question to you, and it when it comes to your intent for webinars. And so, in regards to the evergreen part of it, the first thing that's not including that question. They should also be doing is transcribing. Okay, so spend the one hundred and twenty five a minute. It takes on a red spin seventy five to get it transcribed rather going to do it much faster than you're going to pay someone thirty bucks in do you paid thirty bucks an hour to do it's going to take them three to four hours. So it's more cost effective to 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 make videograms out of it. Give it to your subject matter and expert throw it up, help them with content on Linkedin, organic to like, you know, post that kind of stuff, or you can put it on your company page as well, Company News Ticker, Instagram, whatever is right for you guys to wonder one format. Use a tool like be, use a tool like wave. When you can, you can do the Audio Games. The other thing that I like to do,...

...this is a little trick you to do, is repurposing the Webinar into blog posts, and so the way that you do that is in the prepp so you if you don't prep rate with your 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 generate the topic idea. This goes all the way back to like getting the questions right. And so you get the questions that your people, that your sales team 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're really smart and you really structure your Webinar well, you can get three blog post out of one webin or if you do it correctly. But it's kind of depends on how you on how you organize the topic itself. So for me, 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 sub topics to me, I very intentionally structured them so they became blog posts on the back end of it. So I took the transcription, I would take 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 back through the Qa and I would go find it questions that related to that subtopic and then I would fill it in even more and then I would rewrite and then I would just rewrite that thing kind of, you know, work it a little bit, give it to my sm make sure it's cool with it, publish it, and so that, to me, is the best way you can repurpose blog webinar content for yourself, and you also hit people and how they want to consume content. If they want to read it, you have. They want to watch it, you have. You want to listen to 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 just record a little precace like, Hey, guys, welcome to the fume extraction technology show. We did this Webinar recently with with with with at ten on a hum extraction and thought I'd be really good for the podcast. So you know this. This is a thirty minute recording of a podcast. Dots about that I and then do now. You just made your elebinar and the three different pieces of of content that can be consumed any which way that your audience cares to, which is, to me, why I like the Webin are so much. It's the most repurposeable piece of content out there that you can make great stuff, so much good stuff. They're Mett, what what advice can you offer about how to get started for people who are sitting here, which I hopefully is most of the audience, saying, oh my gosh, I need to I need to like to be doing this differently or start doing it for the first time. Like, how do you get started? Because I 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 the first 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 you have an email list big enough to do webinars? Because if your list is like two hundred people, you're going to get ten people to register and three you're going to attend and then your sales team is going to go, what the heck, why did I do e Webinar for three people? And then you'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 have much 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 can do. Go by another company that has a bigger email list. Maybe it's a partner of yours, maybe it's, you know, maybe it's maybe it's a you know, sister company of some kind. Enjoint venture, joyventure the 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, all you 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 you want is that email list. Right. So joint venture with bigger other companies who have bigger list. That can help get you in and then that's a good way to get started with with the with the Webinar, with the Webinar program let me build one thing on that. On that, Matt You, I think because I love that idea of the joint, joint Webinar. You know, 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 those companies like I could think of literally in the last week I've talked to two of 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 in and now you've got, you know, you've got those logos that are associated with your brand and potentially tapping into their contacts as well, and that's just so powerful. Yeah, and it's smart. I mean it's Super Smart. We did one recently with one of our clients and we partner with with the client. You actually reached out to us for color elebinars. I wanted to join venture and we were like yeah, I'm happy to do that and they brought, you know, they brought like a fifty percent lift in retstrance. Perfect. So yeah, joint venture webinars work. It's a great way to get s hard if you don't much of the list. If you do have a list and you have all that stuff, the best way to get started is to really start looking at what you have subject matter expertise in and what you 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 have like a point of view on why, on this process, like you should be objective enough to cover all aspects of it, of that topic, but also, 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 you can either repulse them, not a bad thing, or you can have them going yeah, and like that's not a bad thing either, and so bring your point of viewing. The other thing is to just like think about Webinars as something programmatic, and what I mean by that is, like look at it as something where you want to do try to figure out how you're going to do five, six, seven, eight of these, not do one and then wait three months to do the next one. Like webinars are like any 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 yourself a chance to have momentum with your webinar program otherwise you're going to you're going to just constantly be puttering out and not being able to go capture that momentum again, and so another thing I would I would keep in mind. The other thing is that would experiment with formats. And so, personally, I do eleven or every Tuesday night and there's no slide deck. It's just me and a group of people and it's Chris Walker, who's one of my idols and marketing, and he's just holding court, doing an ask me anything. He's got 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 he answers them and it's brilliant like it's and that everyone thinks he's the best guy in marketing because of that right. And so if you really got someone knows your topic like that, you should not be afraid to experiment with that kind of fireside chat thing. I did it. We do a modified version of that with one of our customer under one of our clients, and it works really, really well because they have really good rapport they play off of each other during the room, like seeing at each other talking and then they had to have the slide deck as well. But like experiment with formats and then the other thing is just, like, you know, commit to it, like I can't. I can safely tell you the first Webinar I ever did I got thirty registrants and I got fifteen people attend or twenty people at ten and I'm just disappointed in it and I was like man, I don't know if 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 to get more I started to get more process or in it, I started to try to take the product out of it and I frankly just committed to it a little bit more. And also, and I went from, like, you know, thirty registrants to sixty and I went from sixty to eighty undred and twenty and I'm like, oh my gosh, like you know, people are into this. And the thing is, like I was getting fifty to sixty percent 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 you a program some patience, and you're going to figure out the form, one that works if you're consistent about it because I didn't have a figured out the first two or three times I did to Webinar, but once I did at the fourth, fifth and six time, I started to notice what people were responsive, were responding to, and that ultimately gave me a lot of clarity into what pro what would work and what wouldn't work and had a lot more success webin or to Webinar as a result. Great Advice. Anything you'd add to the conversation map that we haven't talked about or any parting advice? I'm an enormous fan of webinars. I think...

...it's very well documented. In terms of technology. There's three that I would consider. Zoom, go to Webinar and then demio. Demio I've not used before, but I know the person who 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 webinars than I do rave about it, so I wouldn't discount demio. I know I 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's really not that much of a really not that big of a leaf. Promotion also, I think, is another key. Think about promotion. You know, don't just put a Webin or up and throw on your home page and hope people will come. Have a plan for just for getting that out into your audience. If you want to put a little pay budget behind it, that's okay. Always, always, always, always, have an email blast 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 is to 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's say you want to get on the Webinar and it's like fifteen minutes before it starts and you want to this, you can send like an email to like your list and go hey, the lobbies open for the Webinar, and then anyone 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 more people in there and drum up more interest. So definitely have a plan for promoting the Webinar. Don't think that you can simply throw it on your company Social Media Page and nothing and and it's going to work. Like, get your other teammates participating in it. Put it in your email signature when you guys have one going on. Put the pay promotion behind it. have an email distribution strategy. So definitely promotion cannot be overstated. Like, definitely think long and hard about it. Great Tips. Lots of good nuggets there. Well, Matt, this was fun, man. I mean, I'm a huge 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. So thanks for sharing your wisdom today. Cool. I appreciate it. And one has any questions they want to ask me or just or think I don't know what I'm talking about, please, without I would be happy to just just talk 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 to me are still very elastic as and to me still have staying power. Until I see something, until I see a better content format, I'll there. That's great. It's so. Mad has mentioned it, I think, a couple times here in passing throughout the podcast today, but he's got a show industrial marketing live, which is sort of under the gorilla seventy six umbrella or company and what we're doing every three weeks at this point. Matt, right, three weeks. Yeah, it schedules been moving a lot, but I am trying to stay every three weeks. I have killed it colored Sala on the talk converging rate optimization and heat maps for my next one, and then I got all the ones in the works as well. So if you guys join me for that, it's a super tactical session by every time and really we 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 the show notes. You can check that out there. Met what else? What else? You want this crowd to know about you and work where they can get in touch with you and you've got a podcast of your own which is phenomenal. 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 might show my podcasts, the industrial marketing show. Well, having so much fun on that show. So please, please join MJ and myself. We switch our format up. We're having a lot of fun. We are talking with leaders in the marketing, the industrial marketing community. I we have Henry Peck from Johnson and Johnson on our latest episode. Everyone's heard Johnson and Johnson. Right you want to hear Henry Peck is doing a clubhouse. You Know Henry Peck is. Was a great gas.

We got others lined up and we're just having a lot of fun. Almost, it's hard to believe, but almost going 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. I just can't can't tell you how how much that thing is changed the trajectory of my 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 a really 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 to do 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 next episode of the Manufacturing Executive. You've been listening to the manufacturing executive podcast to ensure that you never missed an episode. Subscribe to the show in your favorite podcast 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 tools specifically for bedb manufacturers at Gorilla Seventy sixcom learn thank you so much for listening. Until next time,.

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