How To Make Scrappy Marketing a Habit for Success

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Over the past few weeks, we’ve covered a number of posts on how to put scrappy marketing into place – from brainstorming for ideas through to promoting your webinar after it’s finished.

However, like all good habits, the long-term benefits only come from a consistent approach. So how can you make sure your efforts stick and last over time?

Here are a few ideas you can put into practice to keep results high.

Make Every Webinar Always-On

There are a lot of ways to get the most of your after it’s gone live.

While old webinars can be passed off as brand new, before even doing this you can simply make sure that each webinar you produce is available to access as an always-on session.

The latest stats from ON24’s Webinar Benchmarks Report show that more than one-third (36 percent) of attendees only watch always-on sessions, with the majority of this group signing up a week after the webinar ends.

With many people working either non-standard hours or across time zones, the timing of a live webinar will never work for absolutely everyone. By making sure that each webinar is available as an always-on session, you can encourage both viewers to binge-watch your webinars and provide a place to experiment with scrappy approaches to driving always-on sign-ups.

Build in Reminders and Routines

Previously we covered how you can make your marketing team more agile, getting them to buy into the scrappy mindset. Following those steps will help remove barriers to productivity, get them to experiment and work at speed.

However, keeping this up requires habits and processes. Productivity guru James Clear mentions that habits (whether good or bad) typically follow the same process – a cue triggers a desire to take action, which leads to a response and a reward.

As such, you should look at what cues and reminders you can set up as triggers for routines. As an example:

  • On a certain day of the week, you publish content covering a particular theme.
  • When a blog article is published, your team members promote it on social media.
  • When a webinar is scheduled, your sales team gets notified so they can send it to prospects.

The reward in each case should be tied to your goals – but you may also wish to incentivize your team to drive further success.

Take Advantage of Reusable, Repeatable Formats

There will inevitably be days when members of your team aren’t feeling as productive as they would like or have a lot of other priorities depleting their mental energy.

Trying to reinvent the wheel each time will simply lead to reduced performance. Instead, you should look at what reusable and repeatable formats you can run that follow a given formula. The formula should be structured enough that it requires minimal effort to put things into place.

Furthermore, if you schedule these reusable formats, it makes planning your demand generation and marketing activity (and predicting results) far easier, leaving you with more time to experiment on different approaches.

While running webinars initially may take more time than other marketing approaches such as sending out an email newsletter or posting something on social media, there are also webinar formats that are quick to run – such as panel sessions, demos and interviews.

But an important point – make sure to experiment within these regular formats. Always be looking for interesting ways to liven them up or novel approaches to generate better results.

Make Scrappy Marketing Part of Your Identity

Once you are doing scrappy marketing regularly, it should become part of the way you generate results for your business. But there’s always the risk that outside pressures might make you revert to old ways.

As marketing is always evolving, failing to experiment and try things out – particularly with limited resources – will eventually make you less effective.

Being proud to be a scrappy marketer will help you maintain that curious and energetic edge that will give you a lead over others. When things inevitably change, your scrappy mindset will help you make the most of the situation, reaping rewards when others fail.

The Power of Rapid Campaign Deployment with Webinars

Businesses today operate in a state of constant change. Models are updated, industry standards are adjusted and new tools, techniques and products are introduced almost as soon as an organization gets the hang of an old one. Practitioners of all stripes need support to keep up with this state of constant change.

SAP customers get that support, and the fundamentals of continuous learning, with its Continuous Learning Framework, powered by ON24 Content Gateway. Built for always-on access, SAP’s Continuous Learning Framework provides visitors with a wealth of information they can use to construct their own five-step framework for understanding and learning about new software innovations.

To make its content easier for visitors to consume, SAP took its course and broke it up across six categories, each filled with the latest up-to-date information on how visitors can make their continuous learning cycle a reality. It’s a simple, but effective always-on model that helps bolster brand trust and customer experience.

Check out SAP’s Content Gateway here to see it in action and, hopefully, take home a few helpful tips. If you’d like to see ON24 helps power this experience, and what you could make on your own, head on over here and learn how we make on demand in demand.

On-Demand Webinars: 3 Rules For Everyone

How can you get more engagement from your webinars? Learn the tips, tricks and tactics that make webinars work at Webinar World 2019.

Interested in what the most powerful webinar platform can do for you? Check out our free 30-day demo

This is a guest post from Allison Moehlenkamp, Senior Marketing Specialist at RSM and Jesse Dang, Marketing Campaign Program Manager at Twilio.

On-demand webinars help marketers, educators, and thought leaders meet their audiences on their own terms, and on their own schedules. That’s crucial for marketers — according to Gartner, 80% of the buying process will take place with no direct human interaction by 2020. At the same time, customers still demand personalization and authentic, interactive experiences. But it’s also crucial for training webinars, online CPE courses, and other applications outside of marketing, where an expert speaker can provide insight and authority in a way a white paper or reading assignment can’t. Whether you’re driving the marketing funnel or delving into some serious professional development, making your content available as an on-demand webinar after the event lets you meet your audience on their own terms. We come from very different companies that use ON24 in very different ways, but webinar best practices hold from industry to industry and company to company. Here are three things our on-demand webinar programs have in common.

On-demand webinars at Twilio and RSM

RSM and Twilio are very different companies that use on-demand webinars for different reasons. RSM US LLC is a leader in tax, audit and consulting services, specializing in the middle market. Drawing on a large professional network, nationwide and in 120 countries, we work with businesses to bring the right team to the project, with the right approach.

RSM’s webinar program focuses on delivering timely and relevant tax, audit, and consulting updates to clients and prospects, and CPE credit is often offered and awarded to eligible participants. These virtual training webinars are interactive, requiring students to view all the content and answer questions to earn the credits. As an added value, on-demand webinars allow students to learn on their own time, even if they can’t make it to a particular class.

Twilio uses webinars in a traditional marketing role. As a communication platform, delivering a global, scalable telecommunications API, Twilio relies on multi-channel campaigns to connect with developers and decision makers. Our platform and infrastructure address a wide range of use cases involving communications, from streamlining dispatch notifications for repair technicians to providing the tools to automate phone surveys. As such, webinars are a key ingredient in complex, multi-channel campaigns to connect with stakeholders. We’ve found that there are three key things on-demand marketing and training webinars have in common:

1. Your webinar platform needs to go beyond merely archiving video

Whether you’re involved with marketing, virtual training, thought leadership, continuing education, or all of the above, on-demand webinars will give more value to your audience (and more audience to your brand!). However, the value requires a platform that can go beyond merely archiving your video, with features to engage viewers, target content, and record results. As a continuing education provider, RSM needs the ability to test our audience, and hold them accountable for viewing the content. ON24 gave us the tools to verify on-demand students were actually watching the webinars, and to quiz them at various points throughout each training.

Twilio also needed to go beyond video archiving with on-demand webinar program, and gather data from viewers for a different reason: targeting. Twilio uses webinars as part of a wider marketing program, employing use-case focused content and sophisticated lead nurturing. ON24 helps us drive our marketing funnel, with registration, attendance and engagement statistics they can use to target the right content to the right user on the right channel.

2. On-demand webinars aren’t just rebroadcast live webinars

It’s great when your viewers sit down and watch your training webinars or marketing presentations from beginning to end, but that’s not always how it works. With on-demand content, you’ll often get better results with shorter, targeted clips. RSM used these “snackable clips” following a two-hour post-election webinar on the tax and audit implications of the election. By providing a library of small, accessible clips, We were able to continue to use the content to engage customers and drive traffic to future virtual training events.

Twilio uses a similar strategy, using ON24’s ability to divide webinars into chapters for easy navigation. Twilio extracts short, 2 to 3-minute video clips to drive registration for the complete webinar.

3. On-demand webinars must be easy to find

Your on-demand content can give insight into a whole segment, or answer very specific audience questions. You can lure people into on-demand webinars or drive registration for your next live event. But whether your webinars give major ROI or just sit there depends on you. Your content needs to find your audience, because most of the time, your audience isn’t going to work that hard to find your content.

For Twilio, that meant creating an entire learning center as an extension of our main page. Webinars are packaged by use case and carefully targeted to the correct segment. RSM puts an equally high priority on making content easy to find. By tagging webinars the way we want our customers to find them, we can turn casual searchers into an engaged audience.

All great on-demand webinar programs have one basic thing in common: they get everything they can out of their content. Whether you’re training professionals or pouring leads down your marketing funnel, that doesn’t change.