How to show brand-new audiences you're smart... and then convert them
Transcript of How to show brand-new audiences you're smart... and then convert them
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A N D T H E N C O N V E R T T H E M
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Updating your website with fabulous, hard-working content is a great thing.
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(Actually it’s a necessary thing.) You need to show people what you know.
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GET SOME NEW BLOOD. ADD NAMES TO THE FUNNEL.
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IT’S WHY BUSINESSES ADVERTISE.
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They’re small glimpses into what you do and
who you are.
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A D S A R E N ’ T T H E P L A C E T O S H O W C A S E Y O U R
S U P R E M E LY V A S T K N O W L E D G E
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So how do you convince a brand-new audience that you understand them?
How do you get them engaged
and start a dialogue?
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With a publisher-hosted live webinar. That’s how.
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TAKE OUR CLIENT FOR EXAMPLE
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We saw that a trade media publisher hosted live webinars as a part
of its paid media offering.
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We looked into it and realized that no rotary valve company
had ever participated.
ACS Valves jumped on the opportunity.
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HERE’S HOW IT WORKED
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We helped prepare the content,
design the PowerPoint deck, coach the expert speaker.
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After a test run, ACS Valves went LIVE
on the publisher’s world-class software
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THE PUBLISHER RECORDED THE WEBINAR AND SERVED IT UP
IN THEIR ON-DEMAND LIBRARY, PROMOTING IT TWICE TO THEIR AUDIENCE
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A N D E M A I L S O F P E O P L E W H O R E G I S T E R E D A N D / O R
V I E W E D T H E W E B I N A R
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WE ALSO GOT VALUABLE ANALYTICS
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HERE ARE THE RESULTS
Registrations for live webinar: 221 Live webinar attendees: 94
On-demand webinar attendees to-date: 140 Total new names added to the ACS funnel: 414
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THIS WEBINAR’S CONVERSION RATE WAS 53%
1Statistics found in the ON24 Webinar Benchmark Report, 2014 Edition
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ACS VALVES HIT 13%
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100% OF POST-WEBINAR SURVEY RESPONDENTS CHECKED
‘AGREE’ OR ‘STRONGLY AGREE’ WHEN ASKED IF THE PRESENTATION
“PROVIDED USEFUL, WORKING INFORMATION I CAN USE IN MY JOB”.
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WITHIN 1 HOUR OF THE LIVE WEBINAR, ONE ATTENDEE FILLED OUT A
‘LOCATE A REPRESENTATIVE’ FORM ON THE ACS VALVES WEBSITE
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ACS VALVES’ HOSTED, LIVE WEBINAR MADE A POSITIVE IMPRESSION
ON THEIR AUDIENCE
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THEY GARNERED ABOVE-AVERAGE ENGAGEMENT AND GATHERED VALUABLE
PROSPECT INSIGHT THROUGH THE QUESTIONS ASKED
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THEY ALSO EARNED NEW FOLLOWERS, AND MAYBE EVEN A FEW SALES
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AND AT THE END OF THE DAY, THAT’S MORE THAN
THE AVERAGE ADVERTISEMENT DELIVERS
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IT COULD WORK FOR YOU, TOO.