057 | Build Better HealthTech Webinars | Ashley Levesque, Demio | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

from 2021-07-23T14:00:07

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Today’s marketers wear many hats—when it comes to webinars, they have to build the slides, run the software, and follow up.

Despite the reputation and stereotype of marketers being extroverted and performers, many don’t like being on stage or camera.

The purpose of a webinar is to bring your attendees/audience closer to what they need.
In this podcast episode, Ashley Levesque from Demio walks us through the power of webinar platforms, building engagement, and how to build a webinar funnel and KPIs for HealthTech applications.

PLAYER

About Our Guest

Ashley Levesque is passionate about building teams and strategies that empower employees and transform businesses. With a soft spot for small businesses, she welcomes new opportunities and challenges, even (especially) when the pathway forward isn’t clear. Having run hundreds of webinars in her career—and with a bunch of degrees in Theater and Performing Arts—she’s the expert in how to make webinars not terrible. As the Director of Marketing at Demio, she spends her time making marketers’ lives easier.

Show Notes

When we’re not building a relationship, we’re not marketing. We’re just not. —Ashley Levesque, Demio

Maximize Your Webinar Platforms

The power of webinar platforms has been fundamentally misunderstood.

The webinar platform is meant to:

Engage your attendees.
Invite them to participate.
Invite them to contribute to the experience that you are sharing with them.

As you review platform options—even if you are using one right now—experiment with engagement. How can you make your webinars a conversation instead of a monologue? Where can you cut fluff (or maybe even content) to make room for interacting around audience response?

Building a Better Webinar

Who is Your Audience?

How well do you know your audience? Within your audience are many smaller audiences. Which audience do you want to target with a single webinar.

Ask yourself: What do they need?

The answer is probably not your product or service.

Ask yourself: What is their desired outcome?

Build your content and engagement tools toward that end.

Who is Your Communicator?

There are two options every company must wrestle with.

Train the subject matter expert to be a great presenter.

This option requires intentional effort and will take some time. You must determine whether it is worth the investment. Which is more valuable: time working on presentation skills or time focused on what he or she does best.

Train your best communicator to be intimately familiar with the technology.

This is the more often preferred path.

If you decide to use your subject matter expert, consider only bringing him or her “on stage” for a few minutes at the end of the main section of content and the Q&A portion.

What are You Trying to Accomplish?

What business goal is this webinar supposed to impact?

Ashley says, “If I don’t consider my business goals, all of the energy will be wasted and none of our goals will be furthered. We won’t be generating more leads, shortening the sales cycle.”

How can your webinar further and impact a single goal?

What Should You Include in Your Presentation?

Communicate the purpose for the webinar.

If you were taking a few co-workers for a journey, you wouldn’t just ask them to get in the car and start driving. You would tell them where you are going. Do the same with your webinar.

Set your expectations.

How much time are you asking for? What are you going to ask your attendees to do?

Review the platform.

Describe the different ways you will invite involvement how will you invite involvement? (chat, polls, open mic, etc.) Tell them how you will respond to them during the webinar?

Ashley uses polls to direct the content of a webinar. She will use the poll tool in Demio to find out what the most desired direction is. Then she will shift her presentation to address the one or two that her attendees identify.

An Example of a Webinar Funnel

Goal: Acquire new clients over the course of a few webinars

AWARENESS > CONSIDERATION > DECISION

An Awareness Webinar

Purpose of webinar: Introduce ourselves to unaware prospects

Webinar goal: Convert webinar attendees into email subscribers

Webinar content: This is your pain, here are some salves for your pain.

The emails received by the attendees who convert will draw them into the next stage of the funnel where you will present another webinar.

A Consideration Webinar

Purpose of webinar: How to solve their problem with your solution.

Webinar goal: Attendees to sign up for a one-on-one demo of the product.

Webinar content: Use case for a single application of your product. Here’s what it looked like before your product. Here’s how easy it was to implement. Here’s what happened after. Demonstrate the “from/to.”

Those that don’t sign up for a demo from the consideration webinar continue to get emails for a third webinar.

A Decision Webinar