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 with original 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 of content ideas again. Learn more at sweet fish Mediacom. You're listening to the BAB 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 to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Louis Frank. He's the senior VP of marketing at Vanco payment solutions. Louis, how you do today? I'm doing well, James. Thanks for having 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. We haven't done an episode about webinars and probably...

...a couple hundred episodes, so I think 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 give a little bit of context. What is Vanco payment solutions and what are you and your team up tore over there, Louis? Sure, so, Banko, we helped churches to further their mission. And how we do that? We provide churches with the ability to receive electronic donations. So a lot of what we do in sort of the the day to day activities is really educating churches about the the value of adding electronic donations to their capabilities of, you know, accepting cash or check. So we spend a lot of time educating the market about those capabilities and we do do that in a variety of ways. Got It, okay, webinars obviously being one of those ways. So so 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. As we were talking about this offline, you mentioned that this is this is a huge area of focus for you guys,...

...as you guys are, you know, obviously executing your webinar strategy. Talk to us about the registration form and what are some key things that that our listeners need to understand to really nail that that form? Sure, yeah, so it really starts with the Webinar registration 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 job is to create a compelling Webinar about your product or service so that your audience wants to engage with you. So I create a very low, minimal bar of entry. I think what we typically seen the best results with first name and email address. Now you might need to capture more, dependent on sort of the Webinar provider that you have, but I would encourage you to keep the minimal datal data set that you need in order to get somebody registered for the event. Okay, so super low barrier. And then it's as far as promoting it. Louis, is this.

Are you guys doing targeted facebook ads, you know, with with you guys trying to reach pastor's just trying to think? I think passengers are pretty active on twitter. What are you guys doing to get the registration form in front of the right people? Sure, yeah, so email is is obviously a great one. We also arm our sales staff with email template so that they can invite people that they're having conversations with that might not be ready to, you know, say, take the next step in the sales process. So actually give them an email template. We see a lot of great success with them. We give them things that they can put on their social profiles as well. So linkedin and then Google retargeting ads is always been a great avenue for us. So people that have come to either our landing pages or even our registration pages but have haven't converted, being able to then display then an add to have them come to our upcoming event. We've seen contraction with as well. Yeah, I love it. Okay, so now, Lou I want to want to talk about one. Someone has registered for the event. Something that I've been curious about a lot 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? Can you talk to us about what your sequence at Vanco looks like and care what that frequency is and what the messaging looks like in that sequence? Yeah, sure, and James a struggle with the exact same thing, looking for resources in which to say it's sort of a best practice and I would encourage anyone to check out on twenty four, their webinar provider platform themselves, that they do a lot of great studies about this in terms of Webinar engagement. This was one of the things I pulled directly from them. Basically stole that from them and I've seen tremendous results for it. So obviously you send the the thank you for registrating right after someone actually registers and then the cadence before the event, one day before the event, an hour before the events and then fifteen minutes before the events. We've seen traction from thirty percent participation from registration to 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. And it's really the same content in those emails, which is reminded them that they registered for this event, this is what it is and here's the link to join. It's just that easy, super simple. You're not you're not writing super long emails. Leading Oh, it's very sure, exactly nice. Okay, so I want to give people an idea. Maybe they have it experiment with webinars a lot. They don't really know what's a good benchmark that they should be shooting for as far as the ratio of people that signed up to the people that actually show up. So what's been the ratio that you guys shoot for? Yeah, we shoot for I try to shoot for fifty percent with our team as sort of the top end goal. We fall between forty two fifty percent generally. Got It really varying on sort of topic and then audience size. Of the larger you get, I usually see that drops closer to the forty percentage and sort of in that smaller window you you can get closer to that fifty. Got It all...

...right. So now we're to the event itself. Folks are are you know, they've clicked a link in the email leading up to the event. They're they're on the Webin are. Let's talk about the introduction and how you're introducing the content. You know that can be super awkward. I've been on I've been on some webin orders just it's just painfully awkward because the post doesn't really know how to intro it and it's it's just weird. So what are you guys doing over there to to really nail the intro of each webinar. Sure. Well, you know, James, are you know as weirds? That might sound. It actually starts right when I get up and preparing myself for the day, because I really think of myself as given a presentation in front of a live audience. I 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 as if I'm going to an event. To speak to itself really puts me in the mindset that I'm going to talk to an audience, regardless of the size, 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 my Webcam so that people can see me and that I'm a real life human really engaging with them, and I'm super excited about the events and try to bring a lot of energy to that, because you are in sort of a digital space that people can't see. Am I the only one here? Are there other people here? Sort of things. I really try to make it feel really personable. At the introduction, while going through, you know, some of the housekeeping stuff about how to ask a question and some of the really the basic stuff, but really bringing energy, enthusiasm and an actual face to the voice 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 housekeeping at him. So I really try to keep it between three and five minutes and and get into the content quickly. Yeah, I've seen a lot of folks really drag out that intro because it's I'm trying to get as many people in there as possible, and I sure,...

...but man is it. Is it annoying. So this next piece that I want to talk about, believe it 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 poll questions during the Webin or itself. Can you talk to us about how you guys are using that? Yeah, sure, and you know, to plug some other webinar vendors that not just down twenty four. Go to Webinar as zoom 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 registration form, creating that really low bearer eventry and then using poll questions as a way to get at some of those presales qualifying questions. So how I like 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 an understanding of WHO's joining us. We invited a variety of 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 they can say again that they're not alone. There's other people like them, similar job titles, with them on the call. And then I follow that up with you 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 score them based on what their job title is or job function, as well as what do they currently have a solution or the currently evaluating and really getting those in 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 of who should they be following up with first? Okay, I think that's a really creative way to integrate those type of questions into the content itself in a way that you know, is it's not annoying, it's actually building community and Camaraderie amongst the group. Yeah, well, that I'm greatly obviously being very effective for for your team. So so...

...this next piece that we're going to talk about is the art of storytelling. Talk to us about why this is so important when you're when you're hosting Aleman. Are Sure, James, you had made mention of that. Of you know, someone dragging out the intro or you've all been to an event where it's been the sort of the wrong presenter, it's too technical, super drive, it's very bland. I really view it as be a storyteller. What story are you telling? Humans obviously connect 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 be passionate about it and really delivering it and that method, and some of 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 done previously and they're willing to jump on the Webinar with you and really tell their story about what sort of problems were they facing,...

...what sort of benefits were they looking and what features were important to them? How did they evaluate? How do they ultimately get approval? Why did they choose your company? They're really doing the job for you and it's going to feel a lot less salesy because you're really getting a customer testimony, all live and referral right on the Webin are there. So I've seen a lot of great success treating it in those sort of two parts of you yourself being a storyteller at your company, but also bringing in a customer that could be a storyteller for you. Gotta all right, Louis, this last piece we're going to touch on is the importance of 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 the live event, and then it's over letting it live in perpetuity and really creating your content, or the Webinar content itself, for longevity. Right. What are some of these core issues, core challenges that your audience is facing and how can you create webinars as a way...

...for them to get to engage with you if they're on demand, or things that you could repurpose and send out as 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 to still it down to sort of course segments, course sound bites, whatever you might be looking for that you can then piece meal and use as a part of more Lee jet efforts. I love it, I Louis. This has been fantastic. If there's somebody listening to this and they want to stay connected with you, they want to learn more about Thanko, what's the best way for them to go about doing that. Yeah, sure, I mean feel free to shoot me an email. It's pretty simple. Louis Louie that frank at gmailcom. You can also find me on Linkedin, Louis Frank, but be 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 see what we're offering there for faith based organizations. Awesome, Louis, will thank you so much for your time today.

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

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