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 weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out ofcontent ideas again. Learn more at sweet fish Mediacom. You're listening to theBAB growth show, a podcast dedicated to helping betb executives achieve explosive growth.Whether you're looking for techniques and strategies or tools and resources, you've come tothe right place. I'm James Carberry and I'm Jonathan Green. Let's get intothe show. Welcome back to the BB growth show. We are here todaywith Louis Frank. He's the senior VP of marketing at Vanco payment solutions.Louis, how you do today? I'm doing well, James. Thanks forhaving me. I am really looking forward to chatting with you today. Louis, we're going to be talking about how to generate mql's from webinars. Wehaven't done an episode about webinars and probably...

...a couple hundred episodes, so Ithink this will be a nice refresher, particularly for newer listeners that we have. Before we dive into the content, I'd love for you to just givea little bit of context. What is Vanco payment solutions and what are youand your team up tore over there, Louis? Sure, so, Banko, we helped churches to further their mission. And how we do that? Weprovide churches with the ability to receive electronic donations. So a lot ofwhat we do in sort of the the day to day activities is really educatingchurches about the the value of adding electronic donations to their capabilities of, youknow, accepting cash or check. So we spend a lot of time educatingthe market about those capabilities and we do do that in a variety of ways. Got It, okay, webinars obviously being one of those ways. Soso we'll dive into this. You've got quite a bit to cover here,Louis, but I want to start by talking about the registration form. Aswe were talking about this offline, you mentioned that this is this is ahuge area of focus for you guys,...

...as you guys are, you know, obviously executing your webinar strategy. Talk to us about the registration form andwhat are some key things that that our listeners need to understand to really nailthat that form? Sure, yeah, so it really starts with the Webinarregistration format as you're capturing people that want to come to the stew events.And I really view it as keep it reef and simple, because your jobis to create a compelling Webinar about your product or service so that your audiencewants to engage with you. So I create a very low, minimal barof entry. I think what we typically seen the best results with first nameand email address. Now you might need to capture more, dependent on sortof the Webinar provider that you have, but I would encourage you to keepthe minimal datal data set that you need in order to get somebody registered forthe event. Okay, so super low barrier. And then it's as faras promoting it. Louis, is this.

Are you guys doing targeted facebook ads, you know, with with you guys trying to reach pastor's just tryingto think? I think passengers are pretty active on twitter. What are youguys doing to get the registration form in front of the right people? Sure, yeah, so email is is obviously a great one. We also armour sales staff with email template so that they can invite people that they're havingconversations with that might not be ready to, you know, say, take thenext step in the sales process. So actually give them an email template. We see a lot of great success with them. We give them thingsthat they can put on their social profiles as well. So linkedin and thenGoogle retargeting ads is always been a great avenue for us. So people thathave come to either our landing pages or even our registration pages but have haven'tconverted, being able to then display then an add to have them come toour upcoming event. We've seen contraction with as well. Yeah, I loveit. Okay, so now, Lou I want to want to talk aboutone. Someone has registered for the event. Something that I've been curious about alot is the sequence leading up to...

...the Webin or. As self,I think I tend to overseek this a lot. Come and how like,how much do you have to nurture someone leading up to the Webinar? Canyou talk to us about what your sequence at Vanco looks like and care whatthat frequency is and what the messaging looks like in that sequence? Yeah,sure, and James a struggle with the exact same thing, looking for resourcesin which to say it's sort of a best practice and I would encourage anyoneto check out on twenty four, their webinar provider platform themselves, that theydo a lot of great studies about this in terms of Webinar engagement. Thiswas one of the things I pulled directly from them. Basically stole that fromthem and I've seen tremendous results for it. So obviously you send the the thankyou for registrating right after someone actually registers and then the cadence before theevent, one day before the event, an hour before the events and thenfifteen minutes before the events. We've seen traction from thirty percent participation from registrationto attendance all the way up to fifty...

...to sixty percent in some cases.So you seen tremendous results by doing really a minor tweak of that. Andit's really the same content in those emails, which is reminded them that they registeredfor this event, this is what it is and here's the link tojoin. It's just that easy, super simple. You're not you're not writingsuper long emails. Leading Oh, it's very sure, exactly nice. Okay, so I want to give people an idea. Maybe they have it experimentwith webinars a lot. They don't really know what's a good benchmark that theyshould be shooting for as far as the ratio of people that signed up tothe people that actually show up. So what's been the ratio that you guysshoot for? Yeah, we shoot for I try to shoot for fifty percentwith our team as sort of the top end goal. We fall between fortytwo fifty percent generally. Got It really varying on sort of topic and thenaudience size. Of the larger you get, I usually see that drops closer tothe forty percentage and sort of in that smaller window you you can getcloser to that fifty. Got It all...

...right. So now we're to theevent itself. Folks are are you know, they've clicked a link in the emailleading up to the event. They're they're on the Webin are. Let'stalk about the introduction and how you're introducing the content. You know that canbe super awkward. I've been on I've been on some webin orders just it'sjust painfully awkward because the post doesn't really know how to intro it and it'sit's just weird. So what are you guys doing over there to to reallynail the intro of each webinar. Sure. Well, you know, James,are you know as weirds? That might sound. It actually starts rightwhen I get up and preparing myself for the day, because I really thinkof myself as given a presentation in front of a live audience. I treatedas such, instead of thinking of it as you know, I'm going todo it from my desk and really nobody can see me. I dress upas if I'm going to an event. To speak to itself really puts mein the mindset that I'm going to talk to an audience, regardless of thesize, love and so I like to...

...go and with that sort of headspace, if you will, and at the event itself I also flip on myWebcam so that people can see me and that I'm a real life human reallyengaging with them, and I'm super excited about the events and try to bringa lot of energy to that, because you are in sort of a digitalspace that people can't see. Am I the only one here? Are thereother people here? Sort of things. I really try to make it feelreally personable. At the introduction, while going through, you know, someof the housekeeping stuff about how to ask a question and some of the reallythe basic stuff, but really bringing energy, enthusiasm and an actual face to thevoice that's presented in front of them. How long do those intros usually go? Do you you know? Those ten minutes or they two minutes?What's it look like for you guys? Yeah, try to keep it brief. I mean, people aren't there just to see me and hear about housekeepingat him. So I really try to keep it between three and five minutesand and get into the content quickly. Yeah, I've seen a lot offolks really drag out that intro because it's I'm trying to get as many peoplein there as possible, and I sure,...

...but man is it. Is itannoying. So this next piece that I want to talk about, believeit or not, on twenty four is actually not paying us to do this, but I think this is a feature of on twenty four and it's pollquestions during the Webin or itself. Can you talk to us about how youguys are using that? Yeah, sure, and you know, to plug someother webinar vendors that not just down twenty four. Go to Webinar aszoom is another platform if you're currently evaluating or looking at that. Just tothrow some of those out there. But this goes back to the registration form, creating that really low bearer eventry and then using poll questions as a wayto get at some of those presales qualifying questions. So how I like touse 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 an understanding of WHO's joining us. We invited a varietyof people and so sharing off those job titles that they can then choose,and then I also share those results back...

...out to the audience so that theycan say again that they're not alone. There's other people like them, similarjob titles, with them on the call. And then I follow that up withyou know, we sell. Like I said, he giving two churches. I'LL SCO to them about do they have any giving solution today? Yes. No. Are they currently evaluating? These are all just you know,those two questions themselves are great content back to our sales reps as we scorethem based on what their job title is or job function, as well aswhat do they currently have a solution or the currently evaluating and really getting thosein front of the sales reps right away after the event booking at engagement.So really using those pole questions to help your sales team after the events ofwho should they be following up with first? Okay, I think that's a reallycreative way to integrate those type of questions into the content itself in away that you know, is it's not annoying, it's actually building community andCamaraderie amongst the group. Yeah, well, that I'm greatly obviously being very effectivefor for your team. So so...

...this next piece that we're going totalk about is the art of storytelling. Talk to us about why this isso important when you're when you're hosting Aleman. Are Sure, James, you hadmade mention of that. Of you know, someone dragging out the introor you've all been to an event where it's been the sort of the wrongpresenter, it's too technical, super drive, it's very bland. I really viewit as be a storyteller. 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 functuring, job title, for the Webinarre. But who in your organization does that the best,that it's really going to resonate with your audience and that they're going to bepassionate about it and really delivering it and that method, and some of thebest success that I've seen is not only the company being a storyteller, butif you can bring a customer on that's a case study that you've done previouslyand they're willing to jump on the Webinar with you and really tell their storyabout what sort of problems were they facing,...

...what sort of benefits were they lookingand what features were important to them? How did they evaluate? How dothey ultimately get approval? Why did they choose your company? They're reallydoing the job for you and it's going to feel a lot less salesy becauseyou're really getting a customer testimony, all live and referral right on the Webinare there. So I've seen a lot of great success treating it in thosesort of two parts of you yourself being a storyteller at your company, butalso bringing in a customer that could be a storyteller for you. Gotta allright, Louis, this last piece we're going to touch on is the importanceof recording these things and then what you can then do with the recorded webinars. Talk to us about what what that looks like for you guys. Yeah, sure, so really viewing webinars another piece of content that isn't just thelive event, and then it's over letting it live in perpetuity and really creatingyour content, or the Webinar content itself, for longevity. Right. What aresome of these core issues, core challenges that your audience is facing andhow can you create webinars as a way...

...for them to get to engage withyou if they're on demand, or things that you could repurpose and send outas a part of email campaigns? So really using your live event record it. Obviously, once it's for corded, you can then chop it up tostill it down to sort of course segments, course sound bites, whatever you mightbe looking for that you can then piece meal and use as a partof more Lee jet efforts. I love it, I Louis. This hasbeen fantastic. If there's somebody listening to this and they want to stay connectedwith you, they want to learn more about Thanko, what's the best wayfor them to go about doing that. Yeah, sure, I mean feelfree to shoot me an email. It's pretty simple. Louis Louie that frankat gmailcom. You can also find me on Linkedin, Louis Frank, butbe happy to engage with you or any questions that you have about webinars.And then Banco payments. You can check out Banko Paymentscom and you can seewhat we're offering there for faith based organizations. Awesome, Louis, will thank youso much for your time today.

This has been fantastic and I reallyappreciate it. Yeah, James, was a real pleasure. Thank you.If you're a BB marketer, we want to feature you on sites like theHuffington post social media examiner and chief marketer. Every week we send that a questionrelated to be to be marketing. We use the responses to those questionsto feel the content we write for really popular websites. So head over tosweet fish Mediacom slash questions and sign up today. Thank you so much forlistening. Until next done.

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