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How to Create an Amazing Webinar in 2022

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Creating and conducting webinars is one of the best ways to engage with potential customers in an increasingly remote world.

Since the rise of remote work, people rely on technology for education and social interaction more than ever. This means more Zoom meetings instead of in-person meetings, more walks to a home office instead of commutes to a high-rise, and more webinars instead of live events.

The B2B webinar platform BrightTalk reported a 76% increase in video, webinar, and virtual events uploaded to their platform from March to June 2020. From April 2019 to April 2020, ON24 saw a 167% increase in monthly usage of its webinar platform. If there was ever a time to create a webinar, it’s now.

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Are webinars dead?

In a word: no. While webinars may seem outdated, they have proven to be invaluable during social distancing. Most companies are moving toward a telecommuting model, and the trend shows no sign of slowing down. The new “working from home economy” guarantees that webinars remain a cornerstone of companies’ marketing and sales strategies.

Because companies are turning to webinars to replace their live events, the market is experiencing an over-saturation. As a result, it’s even more challenging to make your virtual event stand out from the pack. Luckily, HubSpot and GoToWebinar teamed up to bring you the ultimate webinar planning kit that can help you create a compelling, effective webinar that will engage potential customers and drive lead generation.

1. Brainstorm webinar ideas.

Before you can start making your webinar, you’ll have to decide on the topic.

The topic you choose should answer questions that your audience typically asks and preferably be highly specific. For example, if you’re hosting a webinar on email marketing, you can choose to focus on subject lines in particular.

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Overall, your webinar should provide value to your audience. Think about your company as a whole and your unique value proposition. What topics do you have expertise in and can provide value on? Consider choosing an educational topic, as this content performs well.

Align the topic with the goal of your sales team. A successful webinar hinges on sales and marketing alignment. If the marketing team creates content that isn’t helping their sales conversations, it won’t successfully drive high-quality leads to sales.

Luckily, you have experts at your disposal who can come up with content ideas that will complement and aid the sales conversation: the representatives themselves.

Ask your sales team what they might want a webinar’s focus to be. Get the representatives’ buy-in for a webinar before you plan it. Set up a meeting to discover new content ideas and find out what pain points they need to help solve. This will go a long way toward ensuring the sales’ follow-up with registrants is seamless once the webinar is over.

2. Choose a webinar format.

When considering how to structure your webinar, you have countless options. The four most common types are panel discussions, Q&A, single-speaker presentations, and interviews.

Panel Discussions

For panel discussions, you can invite industry experts to discuss a niche, current topic within your industry. They encourage roundtable conversations, focus on building a dialog around the topic, and offer various viewpoints. The experts’ differing perspectives can expand your attendees’ understanding of the topic in ways that wouldn’t be possible with one speaker’s input.

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Because panelists will be speaking to each other rather than directly to the audience, panel discussions may encourage speakers who are camera shy to participate in your webinar.

When you organize a panel discussion webinar, it’s important to choose the best moderator for your topic. Your moderator is responsible for establishing the rules of the discussion, keeping track of time, and keeping the panel on topic.

Choosing the most engaging panelists to present your topic is also important. Panelists must be able to volunteer key points and concrete examples during discussions. Your panel needs to represent the demographic of your audience and offer different perspectives to encourage interesting discussion. At least one of your panelists should be an authority on the webinar topic who can establish credibility with the audience.

Q&As

For Q&As, you only need your team’s product experts to answer your customers’ questions. Q&A webinars allow attendees to participate in the webinar, help you to learn more about the attendees’ needs, and enable your team to showcase your knowledge about the topic.

Live Q&As can be unpredictable. Your attendees may be hesitant to ask questions or may ask questions your team is not prepared to answer, so it may be helpful to develop a list of potential questions. Rock Content recommends making a list of doubts and curiosities that your audience may have and using it as a guide for the Q&A.

Single-speaker Presentations

Single-speaker presentations involve one presenter delivering the webinar and answering attendees’ questions. We recommend holding a single-speaker presentation if you plan to have a small audience for your webinar.

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Interviews

Interviews are also a great choice. You can either interview an industry expert or a current customer about their experience with your company. Interviewing someone who has a large following may encourage people to sign up for your webinar and help you reach a new audience.

Before your webinar, prepare a strong portfolio of interview questions to keep the conversation flowing and ensure that your interview runs smoothly.

3. Pick a webinar tool.

There are many webinar hosting platforms you can use to create your webinar. Popular platforms include ClickMeeting, GoToWebinar, and Zoom.

When you’re researching a tool to use, consider your objectives. For example, how many people do you think will attend? Do you need a tool that could allow over 1,000 attendees? How much does it cost? How easy is it to use? You should look into these questions when deciding what webinar tool to use.

Additionally, you’ll want to make sure the tool can handle the type of webinar you want to host — can it handle video chatting for panels or Q&A webinars? The right tool for you will depend on the overall objectives of your event.

4. Assign roles to your team members.

After choosing the platform, assign roles in your team. Typically, you’d need to choose four people:

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The organizer handles all facets of planning, from ideation to content creation. They are usually the primary contact in the webinar platform.

The presenter is the subject matter expert, either on your team or in the industry, who will present on the topic you’ve chosen.

The moderator is required for panel discussions but not for single-speaker presentations. This person will help stimulate conversation among panel participants. You can also assign a moderator if you expect to receive a lot of questions from attendees.

Assistants are the team members at hand in case of emergencies. For example, if there’s no sound, an assistant can step in to resolve this problem. Like moderators, assistants can also manage the chat box during the event.

5. Produce the content.

Once you find a tool and know the topic you want to present, it’s time to create the content, depending on the type of webinar you want to host. For example, will it be a PowerPoint and talking head presentation? Or perhaps you want to do a live panel Q&A? Either way, you’ll have to produce the content and prepare for the big day.

For example, if you’re creating a PowerPoint, you’ll need to create your slide deck. Make sure that the slides emphasize your points, but don’t include a script. These slides should be visually appealing and include interesting graphics, such as images or GIFs.

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If you’re hosting a discussion-style webinar, plan out your speakers, gather audience questions, and prepare any other questions you might have so you can prioritize your time during the webinar.

6. Choose the best time for the webinar.

To select a time and date for your webinar, you’ll want to consider where your audience lives. Use tools like Google Analytics to see where people are so that you can choose a convenient day and time zone.

ON24 reports that Wednesdays and Thursdays are the best days to host webinars, with 11 a.m. being the best time. Another popular time is 10 a.m.. Both are great for a wide range of time zones and should avoid most commute times or work hours. Typically, these times prevent conflicts for the greatest number of people.

However, if your audience is solely in the United States, you won’t need to worry about global time zones. Instead, you can focus on planning a time when most people aren’t commuting. For example, early afternoon or after work hours are generally good times.

7. Create a contingency plan for your webinar presentation.

When hosting a live webinar, it’s crucial to have a contingency plan. Setting up a backup internet connection, prerecording content, and printing out a copy of your presentation can save your webinar in case of outages, interruptions, or other unforeseen circumstances.

If you lose your internet connection while hosting a webinar, a wired internet connection or wireless hotspot can be used as a backup.

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Prerecording content for your webinar ensures that your attendees have something to watch while you troubleshoot technical issues that may arise.

You may not be able to view your notes on screen while presenting your webinar, so you should consider printing out a hard copy of your slides and notes. That allows you to continue presenting if your computer screen freezes or you lose your video connection.

Additionally, emailing your attendees a printout of your slides before the webinar can help them stay engaged if they have technical issues while viewing the presentation.

8. Practice your webinar before the event.

Practice is essential for a successful webinar, and it can help you get acquainted with the platform if you’ve never used it before.

We highly encourage creating a fake event on your webinar platform. Publish it, send a link to another one of your team members, and practice as if you were presenting a real webinar. Your team member would watch it as an attendee and should tell you what the presentation looks like on the other end.

9. Promote your webinar.

Now that you’ve done the backend work, it’s time to ensure you have people who want to attend.

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To promote your webinar, you can create a landing page where people can sign up and then distribute and promote that link in several ways.

For example, consider running ads through social media and search engines. Additionally, you’ll want to use free promotion tactics — you can post on your accounts and website, and send an email to your subscribers. It’s important to use your follower base to get people interested.

Reminder emails are also helpful. Consider sending “Don’t Miss Out” or “Seats Are Filling Up” emails as the day gets closer.

When people do sign up, you’ll want to remind them leading up to the day of the webinar. You should send them the webinar link about an hour before, so it’s top of mind, and they don’t have to go looking for the link in their registration email.

10. Follow up with your audience.

Webinars are a great sales opportunity, and you don’t want people to leave your webinar and never think of you again.

That’s why you’ll want to send them a thank you email and gather feedback from attendees so you can plan better webinars in the future.

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Remember that attendees generally like to have a recording. If you send them a link to the recording afterward, they don’t have to take vigorous notes during the webinar. This also means you can send it to registrants who weren’t able to attend.

Once you’ve come up with relevant content topics for your webinar and set up the event, it’s time to get that webinar in front of as many eyes as possible.

With webinars, it’s not just about generating initial excitement. You have to build excitement and encourage engagement once the webinar goes live.

1. Set up a landing page that is optimized for search engines.

The first step in your webinar promotion strategy is to create an optimized landing page that can organically jumpstart registrations.

According to Karthik Shetty, a field and performance marketing specialist, you have only seven seconds to convert a prospect who has visited your landing page, so you must strategically structure the landing page for your webinar.

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Your landing page should have a target keyword in the title, a sign-up form, and optimized copy. Ideally, the form should integrate with your other marketing and sales tools, automatically turning registrants into contacts or prospects.

2. Promote your webinar to current subscribers and contacts via email.

Now that you have a landing page to direct users to, it’s time to target your first attendees: people who already know about your company and customers who have previously engaged with you.

After sending a personalized email to your contacts, take the following steps:

  • Create automated email reminders that will be sent to prospects who have been invited but not yet registered.
  • Create manual email templates reps can send in their one-on-one communication with prospects.
  • Set up an automated email to notify reps when one of their prospects has registered for your webinar. This will help them engage and close those prospects down the road.

3. Promote your webinar via LinkedIn and other social media platforms.

LinkedIn is an excellent platform to promote webinars. They’re usually created for other businesses, and LinkedIn is the ultimate B2B marketing platform.

LinkedIn now has an option for virtual events, which allows you to add the webinar access link. Registrants can also jumpstart discussions on the event page, giving you potential topics to address during the presentation or Q&A.

You can also advertise the webinar through display ads on Google, Instagram, and Facebook, though we encourage keeping the bulk of your investment on LinkedIn.

4. Send reminder emails to registrants.

Even though you’ve gotten registrants, that doesn’t mean they’ll show up. After all, if you promote a webinar one to two weeks in advance, some of your registrants are likely to forget when the live date comes around.

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Remember to send out reminder emails the day before and the day of the live event to ensure a high live attendance rate.

Adding an “add to calendar” button to your emails will encourage registrants to block out time in their busy calendar, making them more likely to attend.

5. Offer a certificate of completion, professional development hours, or continuing education credits.

An easy way to entice registrations is to offer something in return. Certificates of completion, PDHs, and CEUs are credentials attendees will want to receive after the webinar. This also entices people to stay until the end.

Services like Certifier can be used to create certificates of completion for your webinar attendees. They can be offered to virtually any professional. Industries such as engineering, architecture, software engineering, and marketing require professionals to continue their training after starting their careers.

6. Consider co-marketing the webinar.

Try your hand at co-marketing. One of the best ways to get new expertise, generate interest for a piece of content, and expand the reach of a campaign is to run a co-marketed webinar.

Instead of running a webinar with speakers internally, try working with another company that’s going after a similar buyer persona and can bring their expertise into the conversation. Doing so creates more interesting content and gives you the opportunity to get your webinar in front of another company’s established audience.

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7. Survey participants after the webinar.

The only way to get better is to know how you can improve. By sending an after-event survey, you can refine your next webinar. Hosting a better event can help you confidently market it to prospects.

You can schedule a survey in Zoom that will appear to attendees at the end of the webinar. This survey can include a link to the next webinar you’re hosting, driving registrations for that event.

8. Deliver necessary information to sales.

A considerable part of the pre-webinar and post-webinar process is ensuring the right information gets delivered to sales. That’s why GoToWebinar and HubSpot recommend creating one webinar hub that’s easily accessible by sales with the following information:

  • On-demand recordings of all webinars.
  • A calendar with past and future webinars.
  • Documentation that details the webinar’s goals, title, target persona, funnel stage, key points, speakers, and logistics.
  • Promotional and follow-up emails.
  • Collection of graphic and text CTAs sales reps can drop into their communications.
  • Mechanism to collect suggestions from sales reps for new topic suggestions and general feedback.

However, once the webinar has concluded, it’s time to ensure the sales reps are ready to close those leads. Send a follow-up email to your representatives and include the following information:

  • Leads who registered
  • Leads who attended
  • Leads who registered but didn’t attend
  • Leads who never registered
  • New SQL leads from post-webinar lead scores
  • Any other relevant webinar data
  • Send email templates sales can use to send to leads based on their webinar behavior. Include other relevant content they can use to continue to nurture leads in the coming weeks.

Putting the extra effort in will go a long way toward ensuring the webinar is a success from both a sales and marketing standpoint.

Webinar Examples

1. Western Forestry Conservation Association’s “Benefits and Drawbacks of Hot Planting, Summer Planting, and Fall Planting” Panel Discussion

Webinar Examples: The Western Forestry Conservation Association’s “Benefits and Drawbacks of Hot Planting, Summer Planting, and Fall Planting” panel discussion.

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In the Western Forestry Conservation Association’s “Benefits and Drawbacks of Hot Planting, Summer Planting, and Fall Planting” webinar, a tribal nursery specialist moderates a panel discussion among fellow nursery specialists. The panelists discuss the effects of hot planting, summer planting, and fall planting on nurseries and reforestation efforts.

Each panelist is given an equal amount of time to present their research and views on the discussion topic. This webinar handles a large audience well by enabling a setting that automatically mutes attendees’ microphones and turns off their cameras to limit distractions and interruptions. While the panelists give their presentations, the moderator answers the attendees’ questions via chat.

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2. ActualTech Media’s “Mitigating Ransomware in 2021” Live Q&A Webinar

Webinar Examples: ActualTech Media’s “Mitigating Ransomware in 2021” live Q&A webinar.

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In ActualTech Media’s “Mitigating Ransomware in 2021” webinar, David M. Davis of ActualTech Media moderates a live Q&A with Roger Grimes, a security expert and data-driven defense evangelist from KnowBe4. The webinar focuses on the latest ransomware threats, the signs of a ransomware infection, and the best ways to prevent the spread of ransomware.

ActualTech Media designed a landing page where registrants could submit their questions in preparation for the webinar. Attendees were also encouraged to ask questions during the webinar.

It provided value to the attendees after the webinar concluded by offering them a handout and links to free ransomware mitigation tools.

3. Vanessa Van Edwards’ “2022 Goal Setting” webinar

Webinar Examples: Vanessa Van Edwards’ “2022 Goal Setting” webinar.

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In her “2022 Goal Setting” webinar, behavioral investigator and author Vanessa Van Edwards breaks down the science of goal setting and offers tips for setting and achieving goals in the new year.

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At the end of the webinar, Van Edwards encourages attendees to enroll in a monthly workshop that expands on the webinar’s topics, allows attendees to practice the concepts, and includes a live Q&A session.

Useful Webinar Creation Tips

Not sure how to set your webinar apart from the rest? No worries.

Single-speaker presentations are admittedly overdone. In a time when webinars are commonplace, it’s even more important to use different tactics to engage your viewers.

Think about ways to mix up how the information in your webinar is presented. Here are some tips:

Try a discussion-style webinar.

We’ve found unscripted, discussion-style webinars effectively engage our audience. In many of our live events, we’ve foregone the slides completely and instead brought two speakers together and had a host ask live questions on air. It’s effective for encouraging Twitter participation via a hashtag and keeping the content conversational but informative.

Answer your customers’ questions throughout the event.

Try building a webinar around your prospects’ questions. Send a call for questions to be answered live on-air. This will help build engagement and excitement for what’s to come. Hopefully, the people asking questions will be more likely to show up on the day of the webinar.

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Engage prospects beforehand by adding interactive features to the webinar sign-up page.

You can also use a landing page like this that includes a voting feature for people to upvote their top questions. This will also help you prioritize the material your audience is most interested in.

Webinar Statistics

According to ON24, 68% of marketers say webinars are one of the best ways to tie marketing activity to revenue. Webinars can also help generate quality leads. Why?

Webinar Engagement Statistics

According to GoToWebinar, the average webinar attendee viewing time is 57 minutes. However, the attention spans of webinar attendees differ depending on the webinar’s length and topic. For example, attendees view marketing webinars for 52 minutes and training webinars for 61 minutes on average.

They work across the entire customer journey.

From thought-leadership panel discussions to weekly live demos, webinars are a dynamic and effective way to move prospects down the funnel from awareness to closed deals and beyond.

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Webinar Lead Generation Statistics

Webinars come with a ton of information about your prospects you can use to identify high-quality, sales-ready leads. With each webinar registrant, you can collect lead and engagement data that your sales team can use to initiate personalized outreach.

Webinar Consumption Statistics

Twenty-seven percent of consumers watch a webinar that teaches them more about a passion or a hobby, while 24% reported watching webinars for the entertainment value. Eighteen percent of consumers watch webinars to further their knowledge about their profession. Nearly a quarter reported watching webinars for all of the above.

Webinar Thought Leadership Statistics

Thirty percent of consumers report feeling more engaged when a webinar teaches them something new. And when it’s about your product, it’s safe to assume that they’re highly interested in converting.

Webinar Lead Conversion Statistics

According to ON24, a good registrant-to-attendee conversion rate falls between 35% and 45%. ON24 reported a 61% increase in registrant-to-attendee conversion in April 2020. In 2019, it was 55%. For events with over 100 attendees, the average conversion rate was 53% in 2020, up from 43% in 2019.

Featured Resource: Free Webinar Planning Kit

Webinar planning kit

Download Now

We know planning and promoting a webinar can be difficult if you’ve never done it before. So we’ve compiled a guide, template, and checklist for you to get your webinar off the ground — whether it’s your first or 40th. Click here to download the kit for free.

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It’s All About Alignment

Webinars are seeing a timely resurgence. They’re not just an effective marketing tool. They’re also effective sales tools — but only if your sales team has the information, content, and tools to use them to move prospects down the funnel and close deals.

Creating the kind of alignment you need to make this all a success isn’t easy. So HubSpot and GotoWebinar made this ultimate guide for creating a successful webinar and included a checklist to guide you through pre-, ongoing, and post-webinar communications.

Editor’s note: This post was originally published in February 2018 and was updated in January 2021 for comprehensiveness.

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MARKETING

2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

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She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


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MARKETING

Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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Commerce


By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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MARKETING

Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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