You can find the transcript below!
Resources:
Here’s the basic equipment we’re using:
đ§ Webinar Wiz system â info here
Transcript
Cindy Zuelsdorf:
Hello!
I’m so glad you guys are here today. So we are looking at how to do a webinar or live event online and get those basics fast. And so if you want to know how to do something like that, and you can find out how other companies like yours, big, small, are doing webinars and live events right now with the minimum of work and maximum results that are happening. So, I want to give you a behind the scenes look at the tools that we’re using. I mean, we’ve done already, I think, two webinars this week. We’re just full-on with it, and we want to show you some basics to get going. I’m just looking down at my notes to be sure I have all the awesome stuff to share with you here.
All right, so we know that doing a webinar is one of the most useful things you can do right now to reach out. And we can’t necessarily see everyone in person that we want to see right now. What Fallon and I are noticing, is that the people we’ve worked with who have done live webinars are really ahead of the curve right now. And folks who maybe haven’t done an online meeting or are just getting into it are a little bit scrambling to catch up. Which is fine because this is going to make it so at the end of this call you’ll have the tools to do exactly that and just be right in there.
Webinar Wiz system â info here
This Works for Techie and Non-Techie Alike
Now I can see a bunch of you on the call, and this call is going to work for both techie folks and non-techie folks alike. So some of you are super techie, and you can take something and make it really complicated fast and just put a whole bunch of things into the mix. But we don’t have to do that. We can do that, and you know how to do that you can put a production switcher in front and add a bunch of different tools to it and multi-camera shoot and go crazy like that. You can do that. We’re going to look at a simpler way to get up and running pretty quickly. And if you’re feeling like a deer in the headlights, like, “Oh my gosh, I can’t deal, this is too much,” this is going to work for you as well. So there’s going to be things here for the techie and the non-techie alike to get you going.
All right, so what this will let you do is once you get up and running, you can iterate after that. If you want to iterate in some more complexity and things like that. A webinar that we worked on this week, the first webinar we did with these folks we did just with Zoom and something really simple, and then this week they added some more screen-share and other people into the mix. So you can kind of start and then grow it out from there.
What You Get to Learn About Today
So today we’re going to look at what to include in your webinar. Why you’re doing it, so setting the goals and expectations and what you plan to get out of it, right? And the how ââ what tech you can use to get rolling tomorrow, right away, okay? And does that sound good? Sound good to everybody? Put your questions in the chat, and then I will address them as I can, and we’ll take some time for Q&A at the end as well.
What to Include in Your Webinar
All right, so step one, the best trick on what you should do in a webinar, this is my very best tip for you, is to do it with two people. Don’t do what I’m doing with two people, and it works really well when you’re just getting out of the gate. So used two people and do it conversation style. And we see this over and over again where folks who are maybe a little nervous, never done anything on camera before. If they get in front of the camera by themselves, it feels kind of crazy, like you’re talking into a void. So that makes it really hard, and that’s not naturally how we communicate. But if you’ve got another person you can talk with.
And they don’t need to be in the room, it’s totally okay. In fact, it might work better if they’re not in the room with you. And so if you can have a friend with you, so it could be a product expert, somebody who’s your customer, a person you’ve collaborated with, a team member, that kind of person that you’d have on the webinar with you that is going to just make all the difference in the world.
Okay, now for the outline. For the outline of your webinar, keep it simple. So first thing’s going to be your title and what you’re delivering to people. So if it’s a topic or whatever that is going to have that for your title. Then your opening’s going to tell them what are they going to get out of the webinar, just like I did a minute ago. “Hey, you’re going to learn this, this, and this,” so that the people know exactly what’s happening. And then have, I say, three points. Three points are enough, right? The goal of the webinars to get them to talk with you. So you don’t have to pack 10 or 20 points in there. Pick the three most important things that people ask you about on that topic and just make that point one, point two, point three, right?
And so for point one, you might be talking with your coworker, whoever’s on the webinar with you and one of you might kick off that point and just say, “Hey, so I was talking with a customer the other day and they were telling me,” I’ll just pick a real one, “they were telling me they have to do a demo with some equipment and they couldn’t go to the facility and they’re trying to figure out how to do it.” And so I was telling him how he could do that. So that would be my little story. And then your coworker or colleague can say, “Oh yeah, let me get into the tech behind that or how to do that and what happened.”
So telling a story, people like, and then you can make each of the three points have a little story. Sound good? Willing to try it? Okay. For the close, wrap-up and practice. Practice the close. You’re going to practice the open and practice close. Don’t practice the middle. You know the middle part, you can practice a little bit if you want. I don’t mind, but practice the open so it’s nice and smooth and practice the end so that it can end easily and effortlessly. Right? So those are some of the best things that you can do.
Now whenever we’re doing any kind of thing like this, we think about what’s in it for me? And I don’t mean me, I mean the people watching your webinar. So what’s in it for me is you got to make sure what you’re talking about is all about them, right? And so that’s how they’re going to stay engaged. And then just like we did at the beginning of this webinar, I said, “Hey, how’s it going? Can you hear me? What’s going on? Good to see you.” That sets the tone for the people on the webinar engaging with you. And that makes all the difference in the world. So without that, and we’ve seen it, right, Fallon, where somebody doesn’t do that in the beginning, the chat is dead. And you are just working so hard to get people to chat in.
But if you start that conversation like you would with a real person when you’re right in front of them, it works very, very well. And I want to leave you on point one with this thought. My coworker Kristen said this to me this morning. We were talking about something and she said, “Perfection is not needed. Just do it.” And I think that that is the best thing to think about here is, when you pick up the phone and call somebody, you don’t rehearse the conversation. Maybe you might have a script, you might not, but it’s just a conversation, right? And so this can be the same. And so don’t wait for perfection to get it done. I literally decided to do this yesterday and impromptu, boom, we’re in and doing it. So does that make sense?
The Why
All right, so point two. Point two is the why. Why are we doing the webinar? It sounds a little crazy and I’m going to step aside for a moment and say, I know everybody on this call is professional and you know who you’re reaching. So I didn’t even touch on the who. You know your ideal customer avatar, your persona, your person you’re trying to reach your ideal customer, right? You know who that is already. If you don’t hit me up after this and we can just spend a few minutes on a call and talk about that, or I can shoot you some resources on it. So knowing who you’re reaching, who your perfect audience is, that’s important. All right, and so going back to why. Why are we doing the webinar? Well are we, what do we want them to do? The ideal thing, what would they do after they watch your webinar?
If you’re showing how your software works, that ideal thing might be that they download a trial. So you want to think about that going in, what do you want them to do? What’s the goal? And keep that engagement going like I just touched on a moment ago, so it’s as close to, it’s not a real conversation in this webinar style but as close to as possible. As an aside, you might run Zoom and we’ll throw the Zoom link in the chat here for you guys and in the comments so you can get a free Zoom account. We have that for you. You can get a free Zoom meeting account and you can do this where everybody can see each other on the screen so you could have your piece of equipment, your customer, you, your coworkers so everybody can see each other and that would be Zoom meeting. What I’m doing right now is doing Zoom webinar, so Fallon will pop that free Zoom link into the chat here. And Fallon, I emailed it to you right before this, a couple links and stuff, so thank you so much.
So think about that while you’re doing it, what you want them to do. People want a lot of info right now. Everything’s changing. It’s changing so fast. We’re all trying to keep up. So people are sitting at their desks, at their home offices thinking, Oh, what do I need to learn? And they’re craving that attention in full detail right now. And so this is a really good time for you to reach out to people. People want to hone their skills, right? I mean there’s some people that don’t want to hone their skills and they’re just sitting around, but we’re not those people. We’re the people who are learning and constantly wanting to do better. So you can be their resource, right? Why not you? You’re going to go find the info somewhere, it should be you.
How to do the Webinar âThe Tech
And third, third point we’re going to look at is the actual tech and platform and stuff like that. And so Zoom is the one that I’m using here. You can use go to webinar, GoToMeeting, EverWebinar. There’s loads of them out there. I picked Zoom because it works super well when you have guests in multiple locations, it automatically switches on audio presence. So I’m not using a production switcher or anything like that. I’ve certainly done webinars and been on shows where we’ve got a TV and the director and a switcher and multi-camera and stuff like that. Totally get it. And this is so great because you can have other people on the webinar and Zoom detects audio presence and does the switch on that super easy.
You can share screen. And what else? Those are kind of the key points for me that you can have multiple guests on and you can share screen. So I’ve got a little two minute pre-produced piece on Zoom and the reason I had to pre-produce it is cause I’m using Zoom right now. I couldn’t go and set up a webinar but this gives me also a really great chance to show you how I can share screen and Zoom. So here we go. I’m going to share my screen and then we are going to jump here over to, we’re going to jump here over to this video.
Hey this is how to set up your webinar in Zoom. You could be using GoToMeeting or any number of tools out there. I think a lot of them are quite similar. So go to my webinars. So this is assuming you have the webinar module on it and the nice thing about Zoom is that you can add in just for $40 a month, the webinar module and then you can turn it off when you’re not using it. So then you’d put in your info about the webinar and go ahead and choose your date. So you can, go ahead. Maybe you can have it middle of March. You can set it up for shorter time and make sure people register.
I like to see video for the hosts and the panelists so you can set that up as well. Okay. We, we usually leave the webinar or password off just to make it simple and then you can record on the local computer or in the cloud. So depending on your internet speed and other different infrastructure things, those are considerations for you. Go ahead and schedule it and then you can go in and enter the hosts and all those details to invite your panelists. Just go in here and edit. And again, this is going to work quite the same way on other platforms as well.
And you can add in multiple panelists, right? Send the invitation to them. So they’ll get that in their email saying, “Hey, you’re a panelist now on this webinar.” So we’ll often add in as well our staff who are operating the chat box and kind of taking care of all the details as well. So here you can see you’ve got the invitation URL and so you could send that out through your email platform whether you’re using your personal email, infusion soft, put it on social media, Salesforce, whatever tools that you’re using to get this out to your audience.
So here’s where you can have a reminder go out to attendees and panelists. You can send a different confirmations that you want to go out to people to remind them. So this is, we’d go in and customize it. Now if you’re using an integration with HubSpot or Infusionsoft, Infusionsoft is what we use, then you could have Infusionsoft or your marketing automation send that out. You can do it right from Zoom as well. Really the differences are you can customize it in these other systems. Those are your basic settings. So now when I go back to my webinars, we can see it in the list. Here it is, my webinar test.
And I wanted to show you when you want to start a webinar. So just a moment ago when I did this, I went back to my Zoom account, clicked on webinars, and then clicked the start button. And here we are. So that’s what happened. And then during the webinar, just so you can see a little bit what it looks like for me right now, this is obviously not today, because that would be looking different, but this is what I see during the webinar. And then you can see along the top easily the different guests or sources, if you will, that are the panelists. And then we see along the side here, I’ve covered up the names and stuff. So to answer your question Anne earlier, I see initials and names, but nobody else sees that. And then one can turn off one’s video or audio from the bottom, controls here.
Then there’s the chat. So that’s the chat I’m using. If you guys are chatting to Fallon or to me right now and in the chat, you can see, you can chat just to panelists or to the whole group. You can set that up how you want to when you’re creating the webinar. So many different customizations you can do. I clicked more to go live to Facebook, so in this case we’re using Zoom as a streaming service as well. So I’m going to stop sharing there and ask if that makes sense. You have any questions about it? Everybody’s saying makes sense or yeah or cool.
And question about two people on the presentation… So in that last shot that you saw, you could see that and that particular one, it showed several guests and you can have several guests and the audio presence switches to who’s ever on the main screen. So you can do that. You can also have two people sitting next to each other. I’ve done that as well. One time I did a webinar with someone at a local company, just down on on Gold Flat in town. And they had a studio and I went and sat there with the marketing person and we sat side by side and did it. It was one of the webinars we did for NAB Show. It was kind of cool. So you can do that as well, which is really, really good.
Mic, Cam, and Lights
So stuff that we use during our webinars. In addition to that, I’m using a podcaster mic. I use this road one right here. I like it. We will shoot, you know what we’ll do is put a bunch of links together afterward and send them out to you that have a link to the mic just so you can get a different one, but just in case if you want to know what we’re using. I just have a little Logitech camera. You could be using the camera on your laptop. I found mine had a levels issue, the one on my laptop, so it would be really dark and do some crazy over-correcting. So I’m using just a basic Mac book pro right here and I have a little dongle on the side that has my USB might come in and my USB Logitech camera coming, that’s it.
And then I do have a box light sitting next to me and we’ll grab a link for that as well. So you can get two box lights on eBay or I’m sorry on Amazon or whatever your lighting store, wherever you get your lights for $50 bucks or something like that. So it’s just a big, big light with a, looks like a sheet case over the front of it. And those just fold up and hang out in my closet when I’m not using them. And I just have one today. Usually two is nice but I just set one up and stuff. And if your guest who you have on or your coworker just doesn’t have any of that stuff, get them to sit with the window in front of them. So the lights coming in this way. And if they don’t have a mic, get them to use earbuds with the mic on it. So those things work perfectly well, perfectly well. So any questions about any of that? Is that making sense? How does that feel?
The 7 Marketing Basics – info here
Summary
So those were our points that we wanted to cover today. Your who, who we know who are our ideal customer avatar is. I’m assuming you guys know that part. What the best way to actually set up the webinar with a friend and the kind of the outline, that simple outline that we talked about. Why are you doing the webinar, know what your goals are and work on that engagement. Have a plan for afterward to follow up with people. You need to do that as well. Sidenote, we did a webinar this week where we took all the chat afterwards and gave it to the salespeople because in the chat, are people commenting or asking questions and then the salespeople can follow up and be like, “Hey, great point,” or “got a question about that,” whatever.
And then the how. We just went over some platform stuff and to repeat the lights again, I will go ahead and shoot you guys an email with the links in it or put in the comments below afterwards. I’ve got just these Limo, I think, the brand is a Limo that I have box lights. So box lights are just, they’re sort of two feet square and sit on a tripod. So that’s what we’re doing. So if you like this info, if you like this info, here’s me telling you you can get more. And most of you I’ve talked with have said not most. Yeah, most everybody on this call I’ve talked with at some point or another I guess, yeah. As I looked through the list, a lot of us know each other, which is so great. Good to see you. And some people are feeling a little overwhelmed and just have way too much to do.
Do You Want More?!
I’m so excited to share with you about the From Marketing To Sales / 7 Marketing Basics Course. I want to give you a little more info about it, is that OK?
It can be so hard to figure out what’s best to do. And we all feel like we’ve got a hundred things we can do and don’t know where to start. And so my message is to do less. Do less! Pick the 20% so 80/20 rule, Pareto Principle. Pick the 20% that moves the needle for your business. And so I have more information like this for you. If you feel like this is great, I have more for you. I put a course together with seven modules that teach you the basics, the exact things that we’re doing with clients. So clients will pay $30,000, $40,000 a year for us to do these type of tactics and marketing plans and put them together and run them for them. And we love, love, love doing that. And I also want to share that with you.
The 7 Marketing Basics – info here
So we’ve just taken the top seven things that are the basics. They work, they’re great. Here’s how we do it. So for pennies, you can really get that for yourself. And some of you might be thinking, “Oh gosh, I don’t know if my employer will expense that. You might have a little employee mindset thinking, “I don’t know if they’ll expense that.” And I can just say that over the years when I worked at a company, I would definitely invest in courses for myself. I took everything from a Unix course to video production courses to digital marketing courses. And a lot of times I spent my own money, certainly my own time doing that to learn it so that I could be great at what I do and bring my best to it. And so instead of thinking that you should be thinking is, “Hey, this is perfect for me. I want to learn more. I want to find out what those seven basics are and take the plan that Kokoro Marketing uses, and Cindy and Fallon and team use and apply and use it myself.”
So you can completely do that. And I guess we all know people out there who have that mindset where like, “I just show up, I’m spinning my wheels, I’m doing everything I can all the time and not getting it done.” But we know that we’re not those people. We want to be efficient and get it done. And you’re different from that, I know because you’re here on this webinar right now. And so if that makes sense to you, if you think that sounds cool, if you think it feels like the perfect thing for you and also money back guarantee and all that good stuff. Or if you just want to buy one module, you’re like, “I don’t need all seven, I just want to buy one.” If that feels better to you, that’s fine.
If you feel like the whole course is a good idea for you â it’s $297. Fabulous, right? You get all the modules that I put together and we have, Using a white paper or guide, turning that into sales, how to do a webinar, so even more detailed than we did here. Your best lead follow up. Social media basics, that one’s been really popular. Lots of questions about that. Trade show or event promo. And downloading a trial or booking an appointment and also evergreen nurture. So, those are some of the ones that we have available. And I’m also going to start on Monday a live Q&A session. And so anybody who jumps on this will get the live Q&A sessions as well. And a one-on-one strategy session with me next week. So if that sounds fun, awesome. And I’m so glad you’re all here, and I’m going to look into the chat and see if there are other questions.
A Bit More Q&A
Thank you, John. Thank you. Thank you. Other questions? Thank you, Stefan. Thank you. Thank you. So grateful you’re all here. So good. So, so good. What other questions? All right, that’s great. Good to see you, Kim. Hey, here’s a question about how many sessions of a webinar should be offered if you’re trying to reach worldwide. So one thought about that is you can think about the time zone that’s most crucial for you. And if that’s two time zones, you could actually do it twice. Or one thing we’ve done several times is do the webinar live the first time. The second time we might set up two or three times, do a replay, but the audience might not feel like it’s a replay because you can be on live chat. So be on live chat and take their questions. So that works very well. I completely suggest that. What else? All right. Thank you all. So glad to see you. Have a beautiful day!
The 7 Marketing Basics – info here
