Webinary jako lead magnet: plan kursu i dobre praktyki (Full Transcript)

[00:00:00] Speaker 1: Hello everyone, we will wait with the main content for the next participants of this webinar, but also of our course. and this is the second such course in the history of ClickMeeting, because last year we started with the Summer Academy of Paid Webinars, where we were engaged in paid webinars, and this year we have a different proposal for you, which is a second segment of creating webinars, also where we observe our clients who are extremely active, which is Lead Generation. I am very pleased to welcome you at the kick-off. Jak widzicie, to jest spotkanie na żywo, natomiast kolejne lekcje w ramach naszego kursu będą miały postać nagrań, które będą trafiać do Was co poniedziałek i środę. Widzę, że się widzimy, słyszymy. Super, napiszcie skąd piszecie. Ja od razu przywitam się z Zabrza, pomimo tego, że sam kurs był nagrywany w Gdańsku, w pięknym studiu ClickMeeting, Turek Wielkopolskie. It's a pleasure to be here. Hello from Warsaw. It's a pleasure to be here, although it's not really a pleasure for me in the context of Warsaw, because I couldn't get the tickets for the National Stadium for the Polish Cup final. I regret that a week ago I couldn't be in Warsaw on this occasion. I can see that more people are joining. At the beginning it will be a bit busy, Later, after the administrative and organizational part, there will be more rhetoric. We will go through these topics a bit, which we will deal with during the whole month of the course. Of course, here it will only be a hint, the most important things that people who may be hesitating whether this is a good way or not, have. Is it worth starting with the Lead Generation webinar to make sure that it is worth trying and testing the webinars in practice as a tool for generating leads? And then we will move on to the Q&A session, where I invite you to ask questions. These may be questions about Lead Generation at a general marketing level, of course, webinars in the process of generating leads, First of all, the ClickMeeting itself, or what you can count on using our tool. Of course, it is also worth being aware that probably for many questions, especially those related to the theory and practice of obtaining leads thanks to webinars, we will answer many of these questions during the course that is being recorded. Now, my colleague Dominik is polishing the last episodes and preparing them so that you can send them to you. We will start with the layout of the ride, but for now, let me know in the chat who of you is already using webinars to generate leads, and maybe there are people among us who are not doing it yet, are wondering, let me know, I will know what to pay more attention to. As for the layout of the ride, we will see each other live today, as I mentioned. However, starting from Monday, we will start sending the next episodes of our course. We will start with a general marketing theory, What is this LEED, because we use this term very often. Sometimes we don't define it precisely, so we sort out certain issues and talk even more deeply than it will take place today, about the webinar as a LEED magnet and why the webinar is such a good LEED magnet and what makes it attract so many LEEDs, There are a lot of them, but most of all, they have high quality. In the next lecture, next week, we will deal with what is actually needed for the Lead Generation webinar. I will warn you right away that there is not much, and this is one of the advantages of this model of obtaining leads over other lead magnets, which I will also mention today, and we will discuss it more broadly during the first two lectures. Later, we will move on to the topic, which is really crucial for generating leads. And often, when focusing on technology, on the process, we forget about it. So, topics and titles that are supposed to attract entries, because in fact, they make the participants willingly register for your webinars and become your leads. Later, a very practical lesson, and by the way, quite short, because the process of creating webinars is really simple. I will show you how to do it in ClickMeeting. This lesson will be divided into several sub-lessons, which will be in later stages, we will go into this in a moment. Later, I will try to answer the most complex and frequently asked questions. because practically on every webinar, during every conversation with clients or potential clients, this question arises. How to make the participants want to register for my webinars and how to get to them? This is probably the biggest fear at the same time, that we will simply organize a webinar that no one will come to, so by the end of May, Będziemy przyglądać się bliżej właśnie kwestii promowania webinarów, zaprezentuję różne metody promocji, nie tylko tę promocję płatną, ale przede wszystkim tę promocję organiczną, możliwość wykorzystania przede wszystkim webinarów do promowania webinarów i waszych zasięgów organicznych, na przykład w mediach społecznościowych. Później przejdziemy do pokoju wydarzenia, czyli w sumie do tego miejsca, w którym znajdujemy się teraz and we will talk about how to carry out the Lead Generation webinar, but also how to carry it out in such a way as to maximize engagement, interactivity, as much as possible to interest the participants and thus build a real relationship, because that's what it's all about. The webinar allows you to build a certain relationship. Of course, it has, to some extent, or in the case of generating leads, First of all, the sales, marketing and business sense. But if it is too impulsive, too sales, it will not bring the expected result. We will also talk about such a phenomenon as the burning of leads, i.e. the exposition of this lead, which is not yet prepared for a sales conversation, is too strong, we talk too much about sales. and we will think about how to organize a webinar that will not be like that, which will allow us to build a long-term relationship, and thanks to that, it will also lead to greater profits in the long term, and, above all, to a natural, orderly and harmonious way of sales. A super important lesson, during which I will be assisted by a legal advisor and I'm also a co-founder of ClickMeeting, which is a webinar leader in accordance with the law. This is a very important issue. By showing you how to organize such a webinar, I often use placeholders in the fields that allow participants to express their consent to process personal data for marketing purposes, because that's what it's all about in generating leads, to obtain this data and use it later in marketing and sales communication. However, in this definition, we should add a very important assumption, that is, to obtain this data in accordance with the law. We are talking here among entrepreneurs. We act as entrepreneurs who try to sell their offer, try to promote their offer, We have certain duties, and most of these duties will probably be related to RODO. We have to get leads in accordance with RODO. The great advantage of webinars and such platforms as ClickMeeting is that it is easier to fulfill these duties. Natomiast należy zawrzeć pewne klauzule, informacje, które są po prostu obowiązkowe i o tym będziemy szerzej rozmawiać w Dzień Dziecka, czyli 1 czerwca. Później wrócimy sobie do tak naprawdę panelu konta, czyli tego miejsca, w którym startujemy podczas zakładania wydarzenia i przejdziemy do opcji automatyzacji. Here, the goal is to teach you how to create a machine for generating leads, which is a system that acquires leads for you 24 hours a day and does not require any involvement. Here, on the one hand, we will talk about webinars on demand and automatic webinars, On the other hand, there is also an automation of communication and events that you have available in ClickMeeting, in fact, without the need to engage other tools. Basically, the issue of obtaining leads is solved quite early, quite quickly, you will definitely learn how to create a great webinar that will generate leads for you. However, later we will also deal with such a phenomenon as lead-nurturing. On 8th June, there will be a whole lecture dedicated to this, in which I will discuss how you can use webinars at later stages, when the lead has already been generated, so when we got this data, when this person appeared or did not appear on this webinar, but left us the data, I will show you how to use webinars at later stages and how to turn these already obtained leads into loyal customers who pay. If they are already customers, how to make them pay more, for example, by buying additional services, or by choosing more expensive variants of the products and services that have already been purchased. Getting closer to the end, measurement and optimization, so we will talk for a moment about what marketing, sales and business indicators will help you assess whether your Lead Generation webinar is working, or maybe there are some areas that require correction. We will talk for a moment about such basic indicators, where you can find them, how you can use ClickMeeting for this, and then we will finish the course. This will probably be an automatic webinar or a webinar on demand. No, it will be a live webinar, but also with the option of obtaining access to the automatic form or on demand, because participation in this webinar will also allow you to receive a certificate of participation in our course. but I will write more about it in the e-mail communication later. And first of all, our course is very practical, so I encourage you now, if you don't have access to ClickMeeting, because I know that there are also Click clients among us, who use Click, but if you don't have an account, I encourage you to create a trial account. Here at the top of the screen you have the Call to Action button, wystarczy kliknąć na testuje i się zarejestrować. Ważna sprawa, tak? 14 dni na testy jest zupełnie za darmo na cenniku. Zobaczycie sobie, jak wyglądają funkcje dostępne w ramach tego konta. Od razu uprzedzam, że są naprawdę bogate. Macie do dyspozycji między innymi te funkcje związane z automatyzacją, żeby przetestować sobie różne scenariusze. No i co jest bardzo ważne podczas tych 14 dni testów, It's completely free of charge, you don't even have to submit payment cards at the very beginning, so it won't take anything away from you if you decide that you don't need an account. I strongly encourage you to create an account and test what we will discuss during the course. You will see that it's all very simple, nothing stands in the way of you creating They created their first webinar, Lead Generation, and they saw how it works in practice. They also invited some other people to see you as presenters. You will also see that conducting an engaging webinar, taking into account the stage that you have in the office or at home, is simple, it is enough to conduct some of these events to catch up and build a community around their webinars. Today, but also during the course, we will take a look at such a very interesting case study. If someone has already participated in the ClickMeeting webinars that I have conducted on the topic of Lead Generation, he certainly knows the case study of the WERTE Training Center perfectly, because it is one of my favorite examples, where the numbers are really cosmic, but in general, it all happens in the climate of such a family community of people who gather every week. I will come back to this in a moment, because now I will be talking to Werta, and we still have other issues ahead of us. In a moment, we will move on to this really inspiring case study. Of course, I encourage you to familiarize yourself with this case study material. What is the goal? The goal is that by the end of this course, or maybe already during it, you will start to generate leads and reach the best of the best. Also, if there are people among us who were on some of my webinars before, or maybe on this webinar where I presented the results of our annual State of Online Events report, these numbers are not unfamiliar to you, but they are really impressive. I once joked on LinkedIn that sometimes it tempts me to divide it by 2 or 4, because then finally no one would accuse me that these numbers are made up. But they are not made up, they are real. The best webinar attracted more than 23,000 leads, i.e. unique registrants. There were also webinars with over 14,000 and over 9,000 leads on the podium. And here we are talking about one unique event, the number of registrations for such one unique event. Anyone who has created a lead generation campaign in the past, used, for example, e-books to generate leads, I realize that these are really huge numbers. And when it comes to such an annual event, because, after all, generating leads, including generating leads thanks to webinars, using webinars as a lead magnet, is not a one-off event, but in an ideal scenario, it is something we do regularly, and this result, of course, also accumulates. So our leader, the platform that creates online classes, It gathered over 81,000 unique registrants, 81,000 leads. The second place was taken by a company specializing in training in the field of artificial intelligence, with over 66,000 leads. And the third place was taken by Software House, which in this way acquired clients, He creates webinars on a meritorious, educational nature, addressed to a potential group of his audience. He has collected over 62,000 leads this year. As you have seen, when it comes to the topic of the best individual webinars, individual events that collect leads, this year, and it also applies to paid events and all others, I think there is a lot going on in the world on the accounting and tax market, because it is not only Poland that dominates the tax and accounting issues, but also the webinar for educators has gathered a huge number of leads. And this is the most important conclusion that webinars work everywhere. In a moment I will have a slide dedicated to this. Then we will take a closer look at the industries. However, when it comes to theory, we will make a very short review today, because during the first lesson we will look at it in more detail. We certainly know the term lead, we will discuss it more extensively during the next lesson, but from our perspective, the most important thing is a different term, i.e. lead magnet, also known in English as lead magnet, So, it's a free form of encouragement offered in exchange for contact data. And here is an important issue from the area of law, that it should be minimal data that we really need to achieve a specific goal. So, very often, as in the case of our course, it will be name and surname plus email address. but it's not a problem to collect more data. Here, we should take a look at the fact that the legal issue will be serviced in a sufficient dimension. We can't hide the fact that we don't always share our data, or rather we don't want to share our data, The more data you have, the less likely participants will trust your data. It is worth finding such a golden mean here. I will discuss it more extensively during the course. In any case, a lead magnet is something valuable, which will convince the recipient to leave the data, and this data is really valuable. What can such a lead magnet be? I am the king of lead magnets. I will convince you of this. There are webinars, online events. I want to point out that it doesn't have to be a webinar like the one we are meeting today. It can be a more online meeting that has a more practical dimension. For example, last year I also created masterclasses about paid events. They were in smaller groups allow you to get more involved, you can come up with different types of exercises, design works, nothing really limits you, quite the opposite, such programming as ClickMeeting allows you to create very engaging online events in very different formulas, so you can offer your audience something like a master class or some other practical workshops, but these are not the only options. For sure, using the network, you have encountered a lot of different lead magnets, such as e-books, industry reports, templates, tools, free consultations, product samples or discount coupons. There are a lot of options. I will show you why webinars are really perfect in this respect. and it does not only result from industry observations and data, such as, for example, the costs of obtaining a registration for a webinar versus downloading an e-book, but also when it comes to self-preparation, time spent, or the necessary resources, and I am also talking about human resources, because in fact, to conduct a webinar, you need minimal equipment, which we will think about a little later, what you really need, knowledge, which you already have, because I don't doubt that you are experts in your field, regardless of what you do, and a platform for webinars, which will be, let's say, lead generation friendly. We'll take a look at what this platform should actually do. And to create, for example, an ebook, to make it look decent and convincing, and build a relationship, you have to spend a lot of time on it. You have to be able to create an attractive e-book yourself, or get someone involved in it, maybe hire someone, or entrust it to someone from your team, which means a lot of time and money, and the webinar is the other way around. But why is the webinar such a good lead magnet? First of all, because it's not just educational value, but also direct contact with the brand, with you, with the expert. This is how pure psychology works, because, as you know, in the theory of marketing, sales are sold by people, not some random brands. And the webinar allows you to meet a person with a person, which is also more and more often the case with this opinion, especially in times of omnipresent artificial intelligence, which makes our communication and the way in which marketing works less and less human. These webinars seem to me to be a perfect antidote to this and a great way to convince you, your offer, your brand. I personally think that such a trend will also occur in the near future, We will be more and more inclined to these tools that allow us to extract this human element. We will be looking for an antidote to the digital reality that surrounds us. Not to mention strictly sales actions, because every salesperson knows that the possibility of making such a face-to-face contact is priceless and then it is sold in a completely different way than from such a mailing distance. But the mechanism of the webinar is even more powerful, because it requires conscious commitment from the very start. We have gathered here today and you have dedicated your time to me, for which I am very grateful to you. Thank you very much. In fact, this is an input that cannot be compared to any other lead-magnet. It is also impossible to hide the fact that very often when we download an e-book or other tool, it ends up in the downloaded folder and we never return to it again. This relationship has never been established. The only thing left is the lead, i.e. your contact data, which will be available somewhere in CRM. Then there will probably be some e-mail communication, but there is no relationship with the brand on any practical level. And in the case of the webinar, it is different, because coming to the webinar, signing up, and we will also talk about how to fight for the highest frequency during the webinar so that the things that support the sales can happen, there is something completely different at the very beginning, i.e. the lead, which, of course, I titled the slide during the first lesson, the lead is not equal to the lead, because it is completely obvious. Some of you, for example, I assume that you are already close to the decision that you want to start with webinars, you want to get leads thanks to them, and maybe some of them are still at the stage of looking around, assessing, we'll see. And this is completely natural. However, what is phenomenal is that the webinar allows you to take care of each of these groups, regardless of which stage of this visualizing funnel we are at, the level of commitment, expectations. Thanks to this, the webinar qualifies leads better and allows them to be evaluated in a better way. In the scoring process, you can assign them measurable values that allow you to visualize where they are located, rather than any other format of lead magnets. The webinar also allows for a very natural placement of call-to-action, such as you can see on the top of the screen. Once again, I strongly encourage you to click, set up an account if you don't have a ClickMeeting account yet. By the way, you will also get access to onboarding. You will be able to arrange a strict product demo, talk about how the platform works, and develop your doubts on this topic. And also a very important point. By getting access to a good platform such as ClickMeeting, you can create not only live leadgen webinars, but also automatic and webinars on demand. You can get leads within the framework of the webinar we are at now, which requires your direct involvement and the direct involvement of participants, but you can also do it in automated or hybrid formulas. We will talk about it today. An important issue, as I mentioned, on the one hand, we have Lead Generation, on the other, Lead Nurturing, i.e. obtaining and replenishing LEEDs, because, as you can see, only 5-10% of LEEDs are ready to be purchased at the time of acquisition, and the remaining 90-95% are not. It is not necessary to agree with their loss, on the contrary, it is necessary to find a way to bring them to the moment of sale. To make it possible, of course, you first have to classify them in the right way. Webinars are also phenomenal here, because they allow you to get a lot of information about LEEDs. The registration form is the first source of information. You can ask various questions there, ask for various information, and you can classify it at the very beginning of such a lead, but later, during the webinar, you have a lot of possibilities to ask questions, receive answers, or also enable questions to be asked. And based on this information, you can classify such a lead. For example, on the registration form, you can ask about the company, the size of the company, the turnover. By launching the survey during the webinar, you can ask similar questions or you can also allow for a more descriptive answer to the question in order to specify, for example, the subject of activity of some lead, in which company he works, what are the expectations, what deal size you can count on, or to specify the intentions. Perhaps it will turn out that some of these leads are actually somewhere at the very early stage of the auction, or some may not have any sales intentions at all and may not rock the best, but maybe it will turn out, and this is often the case on our webinars, we often do surveys during them and sometimes we ask a direct question, For example, if you want to contact directly with a seller who will show you, for example, our Enterprise offer, which is an offer that makes it possible to perfectly adapt the platform to your individual needs and expectations. Many people write that they want to talk to a seller and, in fact, by choosing a different lead magnet, we do not get the possibility of such a direct impact. Lead Nurturing is a wider process that will open up more sales opportunities in the future. Again, even more than in the case of Lead Generation, it is important to provide valuable and well-suited content to a specific person. They also have to be adapted to a specific stage of the purchase path, so you will probably create different paths, different variants for people who are at different levels of advancement, at different levels of Leica. Webinars will also work really well here. Also, these webinars are purely sales-oriented, at the very bottom of Leica. And remember, just like in the case of leadgen webinars, just like in the case of lead nurturing webinars, the goal is not immediate sales, because such an impulsive sale may even affect this lead, but preparation for the purchase. And we will also discuss, as you have seen during one lesson, from the e-mail flow lesson, which will allow you to prepare such a lead for sale, and such a webinar flow, which, for example, will offer more and more advanced knowledge. At this stage, it may also be worth considering whether to use the formula of such open marketing webinars, for those more advanced leads, who have been in your CRMs for a long time, to some masterclass or workshop formula, where this contact will be greater, engagement and interaction will be even greater. But the best thing is that webinars will allow you to go through this whole process from the moment you get the lead to the conversion, i.e. most often sales, through the whole stage of feedback.

[00:31:49] Speaker 2: and in fact, the only thing you need in such a minimum plan,

[00:31:53] Speaker 1: because you know, if you want to create more and more effective campaigns, more and more effective paths leading to conversion, you will need new additional tools. Often, these tools can also be used for free or for a relatively low fee. However, in such a really minimal variant, which will allow you to get this lead effectively, Everything you need is a really good platform for webinars. And where can you get these leads? For which industry? This is also a frequent question. Really, everywhere. I encourage you, if you want to verify it, also to our report from the state of online events, where we write more. But these industries are sometimes really exotic, because we are very surprised sometimes when we observe that they acquire clients through webinars, companies specializing in sailing, in some kind of training for children. Traditionally, the medical, pharmaceutical, veterinary, dental sector is very strongly represented. The whole creative sector creates a lot of webinars. As you have seen earlier in these examples from the report, They are the kings of topics related to accounting, taxes, technical issues. In fact, they are everywhere where expert knowledge is needed, but also in more lifestyle-related content, such as hobbies. Webinars as a lead magnet work great there. This is OK Study, which I mentioned, i.e. the WERTE Center. I also announce that K-Study will be updated from now on, because Kasia from the WERTEZ Center has just told us that these numbers are no longer true. These numbers are definitely better and we are already agreed to record a new version of K-Study. However, when we did it, it was a cycle of training, kadrowe środy, Centrum Szkoleniowe RTE zajmuje się właśnie kwestiami kadrowymi, płacowymi, czyli bardzo skomplikowanymi, zwłaszcza w naszej polskiej rzeczywistości kwestiami, i oferuje swojej społeczności, bo tak naprawdę trzeba by mówić, cotygodniowe, darmowe spotkania z ekspertami właśnie z zakresu kadr, i ten cykl pozwoli uzyskać ponad 30 tysięcy unikalnych użytkowników and an average of over 6,000 registrations for each of these webinars. And this is just one of the thematic cycles that the WERTE Center creates, so the potential is, as you can see, huge. And that's not all, because the coolest thing we've heard that this cycle and, to be honest, this training activity is provided for free by the WERTE Training Center, whose goal is, of course, to acquire experts who will want to purchase paid training. It has created a real community, that these people, who, for example, see each other on the webinar, on the list of participants, greet each other and support each other, they also solve their problems, share their experiences, So, this is the most valuable thing you can achieve thanks to webinars. Despite the fact that it is aimed at marketing and sales, you can carry real value and build a community of experts who also deal with what you do. But to do that, you have to have, as I mentioned, okay, I'll briefly discuss the technical issues, I'll tell you what's in front of me. There is a laptop in front of me, a microphone, a window and a room, and a platform for webinars. This is all you need to run webinars. Of course, sometimes we record webinars from ClickMeeting studio, because it looks better there, Aesthetically also, because Dominik, whom I greet warmly, who deals with technical issues with us, is definitely more visually able to do it than I am. Unfortunately, I don't have the luxury of such a visual sense, but if you want to start, you don't really need anything else. Assuming that your laptop has an built-in internet camera, You can, of course, also use external devices. You can also use a microphone from a laptop or, for example, from headphones. I assume that absolutely everyone at home or in the office has everything you need for a technical webinar. However, what you will also need is a platform, and it must be a platform that supports lead gen. So what does it have to contain? I mentioned here what ClickMeeting contains to support lead generation, i.e. built-in registration forms. These will be landing pages that will allow you to pass data to your participants. As you will see, in ClickMeeting, you also have a huge opportunity to decide for yourself what to find on such a form. This form must be connected to the address book, i.e. your CRM, and in ClickMeeting you get a CRM in the form of an account. You can see who registered. You can export it. You can also use integration to send it to other tools, platforms you use, for example, to manage leads or clients. The platform itself, inside the room, must have tools for engaging participants. We will discuss it more broadly during this lecture, which will take place in the room. presentations, tables, screen sharing, Q&A session. I'm going to turn on the Q&A session right now, because I think I didn't turn it on before. I'll turn on the Q&A. So now, if you ask questions in the chat, they will automatically go to the Q&A tab, and at the end of the webinar, I will display them and give answers. So I encourage you, if you have any questions, write them in the chat. A tool that supports sales, such as the Call to Action button, which you can see all the time at the top of the presentation. I highly encourage you, if someone does not have an account yet, and would like to test ClickMeeting, would like to check what we will be doing during the course, it works in practice, then click, test and set up free test accounts, 14 days without obligations. The possibility of obtaining additional viewership, and here we will use the full range of tools, i.e. from the chat, survey, registration form, it will help you qualify these leads and will also allow you to characterize each lead separately. In the account panel, you will find a tab in which you will find this information about the leads. And event automation, because the point is to create an efficient machine for generating leads, which will also work when you are resting. The whole process is very simple. Registration, value, i.e. webinar, can be converted at this point. For example, during the webinar, someone will click the Call to Action button and make a purchase, and if not, then nothing is lost, because there is still a contact. In every scenario, there is a reference to the relationship, and then we go back and create another loop. So, both to your current clients and to people who are not yet decided, they go to individual stages, you propose another webinar, another value, again there is an opportunity for conversion, again there is a contact, and this is how it works. So, the logic is simple, effective and tested in battle by thousands of customers, as you have probably seen. And this is an important issue. From the very beginning, you can give a chance to check how the machine for the LeadGen webinar works, i.e. the model of operation in which you will use not only these live formats, such as today's webinar, but also from these automated versions, i.e. automatic webinars. Automatic webinars take place at a certain time. These are webinars, we often call them autopilot webinars. They are based on recording. For example, you can change the recording of the webinar with a few clicks, just like, for example, our webinar today. After it, there will be a recording and you can use such a recording as the basis for an automatic webinar. and, for example, set that it will take place on Tuesday at 1 p.m. or create a whole network and use your profile page, which you keep as part of ClickMeeting, and give, for example, users the ability to save for several different hours, and they will decide for themselves when it really interests them the most, and then they can sign up for the webinar at a certain time, you can create an automatic webinar that works like VOD. The user gets access to it when he or she feels like it. In the case of automatic webinars, you don't always have to tell the user that it won't be a live webinar. The whole formula looks almost identical to a live webinar, so you can add an additional value to it. a great hybrid formula, where we first create a webinar live, and then we turn it into an automatic webinar or a webinar on demand. I also often recall an example of a market of paid events, one from, I think, two years ago, and that year also, leaders. I'm sorry, I was playing with the microphone and I think I broke it a little bit, but I'm back. Can you hear me? I hope so. and one of the leaders first created an event live, it was a paid webinar, which earned, I don't remember exactly,

[00:43:15] Speaker 2: And now?

[00:43:22] Speaker 1: This is a microphone, this is a microphone. Can you hear me now? Oh, now you can hear me, great. I switched the microphone. Well, I just wanted to say that my microphone just likes to fail and fail. I'm going back to that great example. As far as I remember, it was a client from Great Britain who created a very, very large event that earned over PLN 100,000 in the live formula, and then he sold the recording of this event and sold it at the same price as the original live event. Thanks to this, he earned a balance of over PLN 30,000. And in exactly the same way, you can also use these LeadGen webinars. So, first of all, you can get leads thanks to the webinar live, and then you can use it as the basis of an automatic webinar or a webinar on demand, and get even more leads, in fact, without directly engaging you in real-time. And on the other hand, thanks to this, you also avoid such a basic, important barrier, that is, time barriers, because I assume that, for example, today's meeting, not everyone was suitable for 11 o'clock, not everyone can get out of work for a moment or treat it as a few hours of work development, and by creating an automatic webinar or a request, you become independent from this challenge. It's a great option, so it's worth joining. Jeszcze mam dla was na sam koniec, bo tak będziemy przechodzić do sesji Q&A. Ja przypominam, że możecie zadawać pytania na czacie już teraz i ja je później będę wyświetlał. W samym kursie też będzie ten link do tego poradnika. Przygotowałem już jakiś czas temu dla was poradnik, właśnie Pozyskuj Więcej Leadów, w którym pokazuję, w jaki sposób te leady możecie efektywnie pozyskiwać dzięki webinarom. and I encourage you to look at the Knowledge tab and ClickMeeting blog, because there you will find more practical tips on how to use webinars in your marketing, sales or business activities, how, for example, to get more leads and earn more, also if you are interested in paid events and increase the frequency. To w tym segmencie tyle, dziękuję za zaangażowanie i jeżeli macie pytania, to gorąco zachęcam was do zadawania ich podczas sesji Q&A. Czyli jak będziecie pisali na czacie, ja będę te pytania wyświetlał i odpowiadał. A jeżeli nie będzie pytań, jeszcze chwilę poczekam, to serdecznie Wam podziękuję. Jednocześnie, oczywiście, tak naprawdę dzisiaj przelecieliśmy sobie po takich bardzo podstawowych tematach, And all of this will be developed during the lessons that will be delivered to you every Monday and Wednesday at your email address. Once again, I encourage you to set up a test account, it is not obligatory for anything, and you will be able to verify from the very beginning what it looks like in practice, how you can use ClickMeeting to generate leads. And who knows, you can actually start with the first LeadGen webinars in May. And maybe at the end of this course you will be able to say what real numbers allowed you to generate your first LeadGen webinars. If there are no questions, thank you very much to all of you. Dziękuję Wam za poświęcony czas i oczywiście zakładam, że to jest początek naszej relacji. Mam nadzieję, że sam kurs również przypadnie Wam do gustu. Tutaj jest pytanie. To je wyświetlę, bo ono wydaje mi się bardzo ciekawe w ogóle oznaczać jako pytanie. I met with the fact that about 50% of the registered people come to the webinars, despite the set reminders, the participants do not come. How to increase the frequency? Yes, I would even say that in the case of ClickMeeting webinars, I counted it recently, when it comes to marketing webinars, to jest 40%, tam 39,6% wyszło z naprawdę wielu wydarzeń. I podstawowa kwestia jest taka, że przypomnienia, ja często przywołuję taki przypadek, który sam sobie zrobiłem taką krzywdę, że po prostu zapomniałem zaznaczyć te przypomnienia i one się nie wysłały i była katastrofa jeszcze większa, The frequency of participation was even lower. So, it's important to remember that, and it really allows to reach a stable level, let's say, 50% is quite OK. But another issue, and this is a completely new thing we introduced, is that last week there were SMS reminders, right? Now in ClickMeeting you can buy an add-on, which is a package of SMSs that can be sent to the participants of the event, determine how many SMS reminders are to be sent before the event, and here we face, above all, the basic problem of e-mail marketing, i.e. open rate, i.e. the contributor of open e-mails. In the case of e-mails, it usually oscillates within the 25-30% range, So it's hard to hide, it's quite small. Besides, e-mails don't work synchronously. We have a tendency to open e-mails later than we actually receive them. We usually postpone it for the evening, for example, when we're at work. All these more advanced e-mail marketing platforms have something like an optimal delivery for a given user during the opening, so that this email gets to him when it is most likely to be opened. And SMSs work completely differently. According to various data, the open rate is 93 to 98%. And most importantly, most of these SMSs are read within the first three minutes after receiving. So I would say that the basic function that is worth using is e-mail reminders, and in addition to that, turning on SMS reminders, which is a reminder of SMS, which significantly increases the chance that such a participant will appear on the webinar, and it certainly won't be that he just forgot and that's why he didn't come to this webinar. But we need to remember one more important issue, and basically two important issues. The first issue is that, especially if we openly say that after the webinar is over, uczestnicy, osoby zarejestrowane, otrzymają nagranie, to trzeba założyć, że tak naprawdę wielu uczestników po prostu zarejestruje się po to, żeby otrzymać nagranie. Więc to jest i dobrze, i niedobrze, bo ja np. przyznam się szczerze, że często rejestruję się na webinary po to, żeby otrzymać nagranie i np. robię to wtedy, kiedy godzina mi totalnie nie pasuje, but I know that I will get a recording, so I will not be too lost. So from the perspective of the organizer, it's good, because if I didn't get this recording, I wouldn't register at all. Because what would be the benefit from my perspective then to entrust someone with someone's data, then receive some e-mails, additional communication, if I don't get anything in return. but on the other hand, there are more and more notes from people who do not plan to appear during the webinar live. Another issue is psychology. In the case of paid webinars, the frequency is high, because we pay, so we do not want to lose access to the content we paid for. But you have to look at it with the naked eye that in the case of these free webinars, czyli tych webinarów lead-gen, ta presja do tego, żeby wziąć udział w wydarzeniu jest niższa. Ona siłą rzeczy nigdy nie będzie tak wysoka, jak w przypadku webinarów płatnych, natomiast tak naprawdę sam lead został wygenerowany, kiedy pozyskaliśmy dane. Warto próbować dalej, zapraszanie na przykład tego osobę, która się zarejestrowała, but she didn't take part. And you can also do it in ClickMeeting by configuring such automatically sent follow-up messages. Invite to the next events, offer some additional offer, send a recording to establish these relations and host such a person during the next webinars. I'm displaying the next question. Tak. To jeszcze w temacie. Ile przypomnień to sensowna ilość? Wysyłka na godzinę przed i w momencie rozpoczęcia jest wystarczająca. Różne są strategie, też szerzej omawiam podczas wydarzenia. Na przykład przed tym wydarzeniem wysłałem dużo przypomnień. Bardzo zależało mi na tym, żeby jak najwięcej osób zgromadzić. No i też dosyć specyficzna jednak kwestia w przypadku tego kursu, of this course, because in fact, we are extending a path a bit. In the case of such a standard webinar, it is usually like this, that there is simply a registration page for the webinar, participants register on this registration page, and then they come to the webinar. And here, however, first you had to register for the course, later, in fact, I sent you an email with an invitation to register for the webinar. Tutaj już mamy dodatkowy krok i wiele osób zniechęci się tym dodatkowym krokiem, więc ja wysłałem więcej tych przypomnień po to, żeby przypomnieć o tym, że mamy coś takiego jednak trochę niestandardowego, jak webinar w ramach kursu. Tych przypomnień było więcej, bo uznałem, że dzięki temu więcej osób po prostu dotrze. Standardly, I would probably send it the day before, because very often, I don't know how it is with you, but I very often have it that I can effectively send it out of consciousness that there is an event, for example, the next day. Then, a few hours before the event, it is also worth sending three, but it also depends on your practice, and probably after a while you will see what works best. i pewnie z godzinę przed, to jest dla mnie takie kluczowe, bo zwykle w ciągu tej godziny już jesteśmy w stanie planować, tak? A z drugiej strony, jeżeli zabraknie na przykład tego zaproszenia, tego przypomnienia na dzień przed rozpoczęciem webinaru, no to może się okazać tak, że osoba, która o nim totalnie zapomniała, poukłada sobie już ten następny dzień w taki sposób, że w tym webinarze nie weźmie udziału. So it's worth testing different strategies. I would send the day before, for example, it can be a day before, an hour before and 10 minutes before. However, as I mentioned earlier, with the previous question, as I mentioned with the previous question, it is worth including SMS in this layout. And I would probably treat SMS as a reminder of the last chance. Albo na przykład właśnie na godzinę przed wysłał informację o tym, że jest taki webinar, no bo też musimy się liczyć z tą wizją, że ta osoba na przykład nie odczytała tych poprzednich maili, albo one wpadły nie tam, gdzie wpaść powinny, do jakiejś zakładki tajemniczej i warto wykorzystać w tej układance SMS reminder, czyli nie ma sensu na tydzień przed. It also depends on how we start the webinar promotion and when the registration is. I prepared a calendar of the webinar promotion for you. I assume in most cases that such a promotion process starts about two weeks before the webinar and this is quite natural, because it is then rather fresh. No, jeżeli zbieralibyśmy te zapisy zdecydowanie wcześniej, to jest duża szansa, że osoby po prostu to przegapią, no bo to jest jednak dosyć oddalone w czasie. No, ale potrafię sobie też zwizualizować takie scenariusze, w których z jakichś powodów, no właśnie na przykład w ramach takich promocji kursu, this time perspective is more extended and then maybe it's worth a week in advance. But it also depends a lot on your industry. I suspect that there are industries in which these graphs are more tense. For example, sellers have very tense graphs and I suspect that if, for example, you offer something that salespeople could be interested in, it can be very difficult to manage time with such a daily advance. If you offer an offer, perhaps, more for companies requiring, for example, the involvement of certain company structures, then perhaps, for example, in such a webinar, you would like to take part in more people from a given company and perhaps it would require, I don't know, allocating time for the whole team, for example, at a certain time. It could also be difficult then, from day to day, so it's worth thinking about it, by adjusting to your group of recipients, and above all, test. In the course, you will find certain scenarios and you have to check for yourself which of them work best for your industry. Are there industries in which webinars do not work? For example, IT. Well, I showed IT there. Even two examples, one was Software House, Software House, which was getting B2B clients like Software House, simply in the framework of software development services. And the second company, which was also great at generating leads, creating these huge events generating a huge number of leads, specialized in training in the field of artificial intelligence. So I would definitely not say that IT, I think that the IT industry works great in webinars and I have been using online events for a very long time as part of marketing and sales activities. It's hard for me to imagine an industry that can't use webinars. I mean, it would be easy for me before, but later, really, when I prepare our reports for online events every year, I see, for example, a yoga studio, a goalkeeper school, szkołę trenerów, bramkarzy zasadniczo, która wykorzystuje webinary w swojej działalności, szkoły jeźdźctwa, żeglarstwa, to już nie byłbym w stanie z czystym sercem powiedzieć, że jakaś branża z webinarów nie może korzystać, że webinary w niej nie zdają egzaminów. Jeżeli są jeszcze jakieś pytania, to proszę zadawać. Pani Magda tutaj jeszcze oznacza to jako, żeby wyświetlić, bo ciekawa właśnie, ciekawa refleksja. Na tydzień przed mają sens przypomnienia z klejką do kalendarza. No zgadzam się. Generalnie od samego początku też jak otrzymujemy z ClickMeeting na przykład zaproszenia te wysyłane przez system klika, you can add them to your calendar. So it's definitely worth planning these promotional activities and this registration window in such a way that you make sure that all registered people will have the greatest chance to register and manage their time somewhere. It's also worth using calendars. For example, in ClickMeeting there is also an option to add this event. Another thing is that, for example, I cannot live in harmony with these internet calendars and I usually miss what they show me, but I assume that, especially in these more disciplined industries, it has to work great and it is worth predicting. If there are no more questions, thank you very much. Thank you for your activity, for coming today. See you on Monday, although not in the live format, but soon, in a month, we will also see each other live, which I am very happy about. You can always write to me by e-mail, which you can find in the messages or on LinkedIn. If you have any questions, I encourage you to sign up for a free test account. If you don't have it, you will get a lot of support on the ClickMeeting website. We have a brilliant support that reacts in 29 seconds. The average reaction on the chat. In addition, we have a product demo. If you are interested in developing doubts about how individual functions of the platform work, I strongly encourage you to use this option. Thank you very much for today. I wish you a great Wednesday and the rest of the week. I hope it will be sunny all over the country, although the weather will probably deteriorate slowly, but I hope we will spend a wonderful, sunny month together. Wielkie dzięki, powodzenia, trzymam za was kciuki, do zobaczenia.