Leveraging Your Thought Leadership
In the previous webinar, I showed you how to take one idea and turn it into 21 different pieces of high-quality content, which you can use for marketing purposes. In this session, I answer your questions about the process and tools.
Watch the recording here:
Register for future webinars in the series here.
If you’d like to know more about content marketing and how to use it in your business, come to my two one-day workshops in Sydney:
I’m not a big fan of showing the presenter’s video during a webinar – it’s usually unnecessary, distracting to the audience and difficult to get right. But sometimes you do need it – for example, with a video conference call. Check out this humorous video that highlights some of the things you need to keep in mind when working with video:
An excellent little book to help you get started with powerful content marketing tools.
Although the book title suggests it’s aimed at women business owners (and the subtitle is “8 Profitable Marketing Strategies for Women Entrepreneurs”), that’s only because that is Brossman’s main target market. In fact, everything in the book is applicable to all business owners who want to use online marketing to demonstrate their expertise and use that to attract new business.
I particularly like this book because it goes beyond the obvious and most common online marketing tools, such as blogging, social media, video and podcasting. Although these are all powerful tools, there are plenty of other resources available to help you in these areas. Instead, in this book, Brossman looks at more substantial techniques, including:
These do take more time and effort, but if you do them right, they can be very effective. The book devotes a chapter to each, with enough information to determine whether it will work for your business, and enough guidance to get you started.
Some webinar technology allows audience members to speak up during the webinar. You usually have their microphones turned off (on “mute”), but they can “raise their hand” to ask a question, and you selectively turn on their microphone when they’re ready.
Even when this feature is available, many webinar presenters don’t use it – perhaps because they fear it will break the flow of the presentation, or raise awkward questions they can’t handle. But allowing questions out loud improves the experience for everybody – you, the person asking the question, and other participants. So let’s explore the benefits, drawbacks and strategies for making this work in your webinars.
If you’d like to take advantage of this feature, while minimising the risks and drawbacks, here are some tips for your webinars.
Whereas office workers might be sent on courses or receive on-site training, Out of Office workers are often responsible for their own professional education. MOOCs (Massive Open Online Courses) are to education what OOO is to work; they allow you to time-shift and place-shift your learning. In this episode, Chris shares his experience with doing an online course using popular course provider Coursera.
Listen to the episode here:
Buy the book here (available at a reduced price for a limited time).
References:
This is a short, but useful, overview of how to get started with mobile marketing – that is, communicating with customers and clients via a mobile phone or tablet.
It briefly covers text (SMS) marketing, QR codes, mobile Web sites, mobile apps, and social media. It doesn’t cover any of these topics in depth, but it does provide a good overview for somebody who is new to this kind of marketing.
In this webinar, I’ll show you how to take one idea and turn it into 21 different pieces of high-quality content, which you can use for marketing purposes – to attract high-quality traffic that turns into high-quality clients.
Watch the recording here:
Register for future webinars in the series here.
If you’d like to know more about content marketing and how to use it in your business, come to my two one-day workshops in Sydney:
There are so many possible information products you could create that it can be difficult to know where to start. In this short video I’ll show you a very simple system to help you decide which to do first, so you can maximise the benefits for both you and your clients.
In brief, group them based on what’s easy (for you to create) and most useful (for them), and use this to set your priorities.
GoToWebinar, the provider I use for my own webinars, has written a short report “The Definitive Webinar Marketing eGuide”, which is well worth a read.
It includes:
and more.
It doesn’t cost anything to download this report, so click here to download it.
GoToWebinar has published other reports like this, including:
If you’re a member of the eGurus Community, you can get these in the eGurus Vault.
If you’re not a member, I reckon you should seriously consider joining. For $55 a month, you get access to this,
as well as a heap of other useful resources for your business. Find out more at eGurus.info.
When preparing a presentation, it’s important to understand your audience’s needs. And one of the best ways to understand your audience’s needs is to ask them! But it’s not enough to just ask your audience a question – you must ask the right question. The best question addresses their needs. And their needs vary depending on their knowledge of your topic area.
For example, a novice in this area will be evaluating whether it has any relevance. An expert, on the other hand, is already convinced of its value – they just need to know how to apply it.
More specifically, when somebody’s evaluating something, they generally go through four stages:
Make sure you match your survey question to their current level.
For example, if you’re a financial planner, your potential clients are asking these four questions:
So, when you’re doing your survey to discover their needs, focus on one of these four stages – the one you think applies to most people in your audience.
In the financial planner example, you might ask one of these questions, depending on where you think they are:
If you don’t pitch your question at the right level, you won’t get useful answers – or you might not get any answers at all!
For instance, if your audience is full of people who have never thought about managing their money – let alone engaging the services of a financial planner – there’s no point asking them what they would like to know about working with you! Similarly, if you’re presenting a new financial product to your existing clients, they just want to know the facts about the product – they don’t you to ask them about general money management questions.
This is important for all presentations, but especially so for webinars, where it takes more effort to capture and keep their attention.
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