534: 7 Tips to Generate MQLs From Your Webinars w/ Louie Frank

ABOUT THIS EPISODE

In this episode we talk to Louie Frank, Sr. VP of Marketing at Vanco Payment Solutions.

Are you struggling to come up withoriginal content, weaken and weak out start a boncast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again, learn more at sweetfish media Dolcom, you're, listening to the be Ta, begrowth, show a podcast dedicated to help him bee to be executives achieveexplosive growth, whether you're looking for techniques and strategiesor tools and resources. You've come to the right place, I'm James Carburry andI'm Jonathan Green. Let's get into the show, welcome back to the beautby growth show.We are here today with Louis Frank, he's the senior Beep of marketing atVenko Payment Solutions, Louis how you doing today, I'm doing well Jamesthanks for habbing me. I am really looking forward to chauting with youtoday Louis we're going to be talking about how to generate mpls fromwebanars. We haven't done an episode about eleven hours, ND and probably acouple hundred episodes. I think this will be a nice refresher, particularlyfor newer listeners that we have before we dive into the content. I'd love foryou to just give a little bit of context. What is Vanco paymentsolutions and what are u? UNIOUR, team up to over there Louis sure so Banco wehelp churches to further their mission and how we do that we provide churcheswith the ability to receive electronic donations. So a lot of what we do intothe day to day activities is really educating churches about the the valueof adding electronic donations um to their capabilities of you know,accepting cash or check. So we spent a lot of time educating the market aboutthose capabilities, and we do do that in a variety of ways: got it: okay,Webbeners, obviously being one of those ways, so so we'll dive into this we'vegot quite a bit to cover here Louis, but I wan to start my talking about theregistration form as we were talking about this offline. You mentioned thatthis is. This is a huge area of focus...

...for you guys, a as you guys are. Youknow obviously executing your weabon. Our strategy talk to us about theregistration form and what ar some key things that that our listeners need tounderstand to really nail that that form sure yeah. So it really startswith the wob in O resuration format as you're capturing people that want tocome to the sewbench, and I really view it as keep it brief and simple, becauseyour job is to create a compelling webonr about your product or service sothat your audience wants to engage with you. So I create a very low minimal barof entry. I think what we ha e typically seen the best results withfirst name and email address. Now you might need to capture more dependent onsort of the Webon, our provider that you have, but I would encourage you toto keep the minimal datal Dataset that you need in order to get somebodyretored for the event, okay, so superlow barrier and then, as F as faras promoting it. Louis is this e: Are you guys doing targeted Facebook Gads?You know with with you guys trying to reach pastors just trying to think. Ithink passors are pretty active on twitter w. What are you guys doing toget the registration form in front of the right people? Sure yeah, so emailis as obviously a great one. We also arm our salestaff with email templateso that they can invite people that they're, having conversations with thatmight not be ready to, you know, say: Take the next step in the sales processso actually give them an email templat. We see a lot of great success with them.We give them things that they can put on their social profiles as well, solinked in, and then Google retarget in at has always been a great avenung forus, so people that have come to either are landing pages or even ourregistration pages, but have havenit converted being able to then displaythat an ad to have them come to ourucoming event. We asume contractionwith as well okay. So now I wantta want to talkabout one someone has registered for the event, something that I've beencurious about. A lot is, is the...

...sequence leading up to the Webben oritself. I think I tend to oversink this a lot comn Ho like how much do you haveto nurture someone leading up to the web an or can you talk to us about whatyour sequence, a Vanko, looks like what that frequency is and what themessaging looks like in, in that sequence, yeah, sure and James, thatstruggled the exact same thing looking for resources in which to say sort of abest practice, and I would encourage anyone to check out on twenty fourtheir web in Aur provider platform themselves. They do a lot of greatstudies about this in terms of web on our engagement. This was one of thethings I pulled directly from them, basically stole that from them and haveseen tremendous results for it. So obviously you send the thank you forregistering right after someone actually registers and in the cadencebefore the event, one day before the event an hour before the event, andthen fifteen minutes before the event, we've seen attraction from thirtypercent participation from renistration to attendance all the way up to fiftyto sixty percent in some cases. So you seen tremendous results by doing reallya minor tweik of that and it's really the same content in those emails whichis reminded them that they reton for this evet. This is what it is andhere's the link to join. It's just that easy super simple you're, not you're,not writing. Superlong emails, leading O, not 's, very se, exactly xlokay. SoI I want to give people an ide. Maybe they havet experiment with Weben Ores,a lot. They don't really know, what's a good benchmark that they should beshooting for as far as the ratio of people that signed up to the peoplethat actually show up. So what's been the ratio that you guys shoot for yeahwe shoit for. I try soot for thirty percent with our team sort of the thetop Angoal we fall between forty to fifty percent, generally really varyngon sort of topic and then audience size. The larger you get. I usually see thatdrops closer to to the forty percentage and sort of in that smaller window y.You can get closer to that fifty Gota.

So now we're to the event itself. Folksare, are, you know, they'v, clicked a link in the email leading up to theevent, they're they're on the Web and R? Let's talk about the introduction andhow you're introducing the content that can be super awkward. I've been on I'vebeen on Somewe ut, just it's just painfully awkward. Ifthe host doesn't really know how to intro it, and it's it's just weird. Sowhat are you guys doing over there to h to really nail the Intero of eachweapon? Sure? Well, you know James, are you know as weird as that, my sound? Itactually starts right when I get up and preparing myself for the day, because Ireally think of myself as given a presentation, N pront of a liveaudience. I I R treated as such. Instead of thinking of it. As you know,I'm going to do it from my desk and really nobody can see me. I dress up asif I'm going to an event to to speak to itself really pus me in the mindsetthat I'm Gong to talk to an audience regardless of the size nd. So I like togo with that sort of headspace if you will and at the event itself. I alsoflip on my web camp so that people can see me and that I'm I'm a real lifehuman really engaging with them, and I'm super excited about the event andTryin to bring a lot of energy to that, because you are in sort of a digitalspace that people can't see A. I, the only one here are theree other peoplehere, sort of things I really try to make. It feel really personable at theintroduction, while going through. You know some of the housekeeping stuffabout how to ask a question and some of the reall, the basic stuff, but reallybringing energy enthusiasm at actualoffface to the voice. That'spresented in front of them. How long do those intros usually go? Do you youknow those ten minutes? Are they two minutes? What's it look like for USyeah try to keep it brief. I mean people. Aren't there just to to see meand and hear about housekeeping at em, so I really try to keep up betweenthree and five minutes and and get into the content quickly. Y. Ah, I've seen alot of folks really drag out that Intro 'cause I'm trying to get as many peoplein there as possible, and I I sure man...

...is it. Is it annoying so this nextpiece that I want to talk about, believe it or not? I'm twenty four isactually not paying us to do this, but I think thit is a feature of on twentyfour. In its pole questions during the Weben or itself. Can you talk to usabout how you guys are are using that yeah sure, and you know, to plug someother Web enar vendors that just don twenty four go to Webenar has some azoom is another platform if you're currently evaluating or looking at that,just to throw some of those out there, but this goes back to the registrationform, crating that really low bearer ofventory and then using pole questionsas a way to get at some of those presales qualifying questions. So how Ilike to use them. I like to start it off with job titles or job functions,which is you know, who's joining us on the call. Today we like to get anunderstanding of who joining us. We invited a variety of people and sosharing Ouf those job titles that they can then choose, and then I also sharethose results back out to the audience so that they can say again that they'renot alone, there's other people like them, similar job titles with them onthe call, and then I follow that up with you know, we sell, like I said, eGivon, two churches Ialgo them about. Do they have any giving solution today?Yes, no or they currently evaluating. These are all just you know. Those twoquestions themselves are great content back to our sales raps, as we scorethem based on what their job title is or job function as well as one do. Theycurrently have a solution, or they currently evaluating and really gettingthose in front of the sales raps right away after the event booking atengagement. So really using those pole questions to help Yor sales team afterthe event of WHO, should they be following up with first okay, I thinkthat's a really creative way to integrate those type of questions intothe content itself, in a way that you know it's. It's not annoying it's it'sactually building community and Camaraderie amongst the Gre,wellitrioly, obviously being very...

...effective for for your team. So so thisnext piece that we're going to talk about is the art of story telling talkto us about why this is so important when you're, when you're hosting a Woenar sure James you had made mention of that of you know someone draging out atthe entro or you've all been to an event where it's been the sort of thewrong presenter. It's too technical super drives very blad. I really viewit as be a story, teller. What story are you telling humans obviouslyconnect with stories? Who is the best person to do that in your organization,not necessarily WHO's the right? You know job functuon and job title for theWebbenare, but who, in your organization, does that the best thatit's really going to resonate with your audience and that they're Gong to bepassionate about it and really delivering it in that method, and someof the best success that I've seen is not only the company being a storyteller, but if you can bring a customer on that's a case study that you've donepreviously and they're willing to jump on the web. Ond are with you and reallytell their story about what sort of problems were they facing? What sort ofbenefits were they looky and what features were important to them? Howdid they evaluate how do they ultimately get approval? Why did theychoose your company they're, really doing the job for you and it's going tofeel a lot less stalesy, because you're really getting accustomertestimonyalalive in a referral right on the Webbon or there. So I've seen a lotof great success, treating it in thoesort of two parts of you yourself,being a story: Tolerat O your company, but also bringing in a customer thatcould be a storyteller for you, Gotto all right Louis. This last piece we'regoing to touch on is the importance of recording these things and then whatyou can then do with the recorded Wetan ors talk to us about what what thatlooks like for you guys, yeah sure so, really view in Weben ars an other pieceof content that isn't just the live events and then it's over letting itlive in perpertuity and really creating your content or the Webbon Arconsinnitself for long gevity right. What are some of these court issues, corechallenges that your audience is facing,...

...and how can you create webonrs as a wayfor them to get to engage with you if they're on demand or things that youcan repurpose and send out as a part of email campaigns? So really using yourlive event record it? Obviously, once it's recorded, you can then chop it upto still it down to sort of Corse. Egments course dound bites, whateveryou might be looking for that you can then piecemeal and use as a part ofmore legen efforts alouis. This has been fantastic. If there's somebodylistening to this and they want to stay connected with you, they want to learnmore about Tanggo. What's the best way for them to go about doing that, yeahsure I mean, if you'l free, to shoot me an email, it's pretty simple, Louis L,O Ui e Dot, frank at gmal dtcom. You can also find me on Lingcton Luwe,frank, be happy to to engage with you or any questions that you have aboutwebenars and then Banco payments. You can check out Banco Payments Dotcom andyou can see what we're offering there for fat face. Organizations Awesomelwill think you so much tru time today. This has been fantastic and I reallyappreciate t yeah jeams is real pleasure. Thank you. If you're a beauty marketer, we want tofeature you on sites like the Huffington Post, social media, examinedEarth and chief market every week we seen that a question related to be tobemarketing. We use the responses to those questions to fuel the content. Wewrite for really popular websites so head over to Sweetbish, MED, tcom,slash questions and sign up today. Thank you so much for listening untilnext time.

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