Category Archives for "Tools"

How Much Do You Really Know About Your Ideal Target?

You probably already know who your "favorite" or "ideal" customers are and why. But did you know that writing down details about them and what makes them "ideal" helps you and your entire team find more of them? Within the CMO-OnLoan Strategic Marketing Playbook, finding the Ideal Target falls under the Brand Strategy building block. Brand Strategy is when you define what you want to stand for in the minds of your customers.

The key questions to be asking yourself about your company in order to discover more about your Ideal Target are:

1. Why are they in your "sweet spot"?

2. What market or markets are they in?

3. What do they care about?

4. What is their buying process?

Finding your Ideal Target means identifying and describing the people/companies who have similar needs and are likely to be interested in buying from you. Once you get specific about your ideal target, you can create a plan to better serve them. Watch our video to learn how!

Click here for our step-by-step video.

Recruiting on Social Media

In today's day and age, it's more important than ever to be on top of recruiting. This includes knowing all the new and unique ways to go about it, namely, social media. That's why we've compiled information and created a straight-forward, step-by-step guide to recruiting via social media so that you and your company can take recruiting to the next level.

When creating job listings on social media, it's important to remember a few things: 

1. You'll want the post to be short! 

2. Use a balance of formal and informal language to appeal to the audience. 

3. Provide job details such as requirement and pay. 

4. You'll want to post it early in the week. 

5. Be sure to use gender-neutral words. 

6. Set measurable performance goals. 

7. Make sure the company is not the focus of the post. 

Where to post, you may ask? LinkedIn is a great and reliable platform to use, but consider utilizing Facebook as well. LinkedIn reaches a more narrow audience, about 27% of adults. While Facebook has a more broad audience, about 69% of adults. You can post, manage, and respond to job listings on each of these platforms. 

If you want to learn more on how to post, manage, respond, and overall, recruit via social media platforms, refer to our resource linked below.  

Click here to download our step-by-step guide.

Get Better Response To Your Sales Emails

The approach is to focus on a specific group of people and address one relevant problem that they deal with enough that they might be motivated to do something about it. 

Why not include multiple points? It's been proven that trying to say many things dilutes your message and reduces the chance that your email will even be noticed.

We loosely use the "hero's journey" format, a common template for stories. Follow the steps below to craft a single-minded email using this approach:

1.  Identify one ideal target group that you want to reach (title, role, industry, type of issue, etc)

2. Brainstorm all of his/her problems as it relates to your category. Keep asking "what causes the problem" until you get to the real problem the person is facing

3. Choose one problem that you believe is the most relevant and irritating 

4. Create an outline by answering the questions below:

  • Character: Brief description of your ideal target's title, role and/or situation
  • Has a problem: The one problem you chose in step 3
  • Meets a guide:  The benefit you offer that will help the problem
  • Has a plan: Your offerings + an example of how you've overcome these challenges before
  • Avoids Failure: What the person is most afraid of happening
  • Ends in success: What makes the person successful? What does he/she really want to happen?
  • Transforms (from-to): Two word combination. One that describes how the person felt before and then after he/she experienced success or avoided failure. You can brainstorm multiple word combinations
  • Call to action (CTA): Link to a case study, landing page, call now, set meeting, etc. 

5. Use this outline as a starting point to craft the email. Don't overthink it. Write an email that helps the person understand that you "get" the problem and genuinely can help. 

6. Write the subject line - pose a question or provide a statement that is about the problem, the potential failure or the success 

7. Ask someone who has insight about the ideal target and problem to read it for you

p.s. Even if the person doesn't open it, you can still call and follow-up to see if there are any questions about it. 

Want to check out other tips and tools? Click here

Featured Client: go2-pros

Bringing to Life a New Brand

After working as A-Abel Family of Companies for over 30 years, Jay Moran and his family bought the outright ownership of A-Abel Exterminating and TubMasters Renovation in late 2020. In 2021, they began providing the same unmatched professional services, but through a different brand name. Now known as go2-pros, the company minimizes property-owner hassles by providing pest control and renovation services to families throughout Southwest Oh


Once the Moran family bought ownership of the service lines and decided to create a new brand, they knew they needed a trusted marketing expert to guide them through the branding and new brand launch process. To be successful, they needed a new brand name and logo that were distinctive, easy to remember, and that demonstrated their expertise. They also needed a launch plan that included everything from new invoices to a new website and advertising. They already worked with a design agency, digital agency and advertising partners who could implement the plan with excellence, but needed a branding expert and “marketing quarterback” who could lead the effort.


Moran asked his advisors for names of marketing firms who could help. One advisor suggested talking to Amy Connor of CMO-OnLoan. Connor shared templates and examples of how they could help and what was needed for a successful rebranding. After meeting with Connor, Moran believed that the CMO-Onloan team’s branding and marketing expertise, along with their collaborative style would fit well with them and their current agency partners.



The CMO-OnLoan team started by conducting a thorough discovery process to understand the current brand and markets. They reviewed messaging, analyzed prior activities and results, conducted a competitive review and interviewed stakeholders.

The CMO-OnLoan team then led the full team, including internal team members and the agencies through a collaborative process to develop a new brand name, brand architecture, naming architecture and tagline. The designers created logo options and service line treatments that the full team discussed, reviewed and finalized together.

CMO-OnLoan developed ideal customer target profiles for each service line, gaining insight by conducting customer interviews. They developed the brand “why we exist” statement, promise and secret sauce and key messages that would be used across all communications.

Once the brand name, logo, tagline and messages were finalized, CMO-OnLoan developed and implemented the launch. This included developing the launch strategy and writing briefs for agencies and media companies to create assets within the message strategy. CMO-OnLoan also developed an implementation action plan to help the team keep track of everything that needed to change for the rebranding. Finally, CMO-OnLoan managed the action plan and provided guidance to ensure the deadlines were met and the brand was strong and consistent. Connor remarked, “It was a wonderful, collaborative experience where everyone provided their expertise and worked together to make the launch happen quickly. It was a real joy to be a part of!”


The new brand, go2-pros, launched successfully in April, 2021, in just five months. The go2-pros team also gained increased confidence in how to make smart marketing decisions and how to spend their marketing budget. Jay Moran, President at go2-pros stated “The CMO-OnLoan team turned something scary into something we enjoyed. We could not have launched our new brand without their expertise and guidance. It really was a team effort!”

Click here to learn more about go2-pros

Download the PDF

Lead by Lead Source Estimator

If you want to increase your sales, start by tracking your leads by lead source. This allows you to estimate how many leads you need from each source to deliver your goals. Download our estimator and follow the steps below.

Follow These Steps:

1. Type your goal for # of new clients.
2. Type your sales team's average close rate (use what they consider a person/company worth exploring further to when they make the sale).
3. In the excel sheet, the number of "Qualified Leads" will calculate in cell B22.
4. Type each Lead Source in column "A".
Some examples include: Referral partners, client referrals, lists, events, digital marketing (SEO, paid ads, social), etc. 
5. Type the % estimate for how many leads come from each Lead Source in column "B"
6. Column "C" will calculate how many "Qualified Leads" you need from each Lead Source
7. Column "D" will calculate how many new clients you could gain from each Lead Source
8. Add any notes in column "E"
9. In the excel sheet, B22 and C37 should be the same number

Download the Lead by Lead Source Estimator

Marketing Leadership

The fourth building block in The Strategic Marketing Playbook is Marketing Leadership. It ensures you have the right resources, team culture, and action plan to get results. Learn more below!

Marketing Leadership Deliverables

  1. Marketing "Quarterback" 
    • The person who ensures that marketing outcomes are met, responsibilities are done well and the team is high performing
  2. Resource Plan & Structure 
    • A system that outlines how certain activities are directed in order to achieve the goals of an organization
  3. Development Plans 
    • Identify skill needs for the organization and the individuals and develop a plan to enhance the skills
  4. Skill Development 
    • Skill training for the team to enhance performance and deliver business objectives
  5. Coaching 
    • Helping leaders at all levels build on their abilities to do exceptional work
  6. Hiring & Resourcing 
    • Finding, selecting and hiring new employees and/or external resources
  7. Onboarding 
    • Integrating a new person with a company and its culture, providing the information and tools needed to become a productive team member

Click Here for The Strategic Marketing Playbook Overview

Marketing Plan

The third building block in The Strategic Marketing Playbook is the Marketing Plan. It's a roadmap for delivering results, including tools to track and analyze marketing effectiveness. Learn more below!

Marketing Plan Deliverables

  1. Business Inputs 
    • Business priorities, initiatives, assumptions, source of business analysis, desired outcomes and metrics
  2. Priorities & KPIs  
    • How marketing will deliver the business goals by moving people through the funnel and key metrics that help measure effectiveness of the priority activities
  3. Annual Calendar 
    • Visual representation of what you will communicate across all channels over time
  4. Budget 
    • Estimated costs to deliver the marketing plan, broken out by month and type of expense
  5. KPI Tracker & Dashboard 
    • Tracks & displays marketing KPIs in a visual way to give a new real-time view into how your marketing efforts are performing
  6. Marketing Research & Insights Plan 
    • Plan to gain the required information and insight about the market, upcoming trends, customers, stakeholders, employees, etc.

Click Here For The Strategic Marketing Playbook Overview

Communication Strategy

The second building block of The Strategic Marketing Playbook is the Communication Strategy. This is a roadmap for delivering messages to your audiences.  Learn more below!

Communication Strategy Deliverables

  1. Experience Principles 
    • Set of statements that act as guiding principles for how you live out your values in your interactions between a customer and an organization
  2. Journey Map 
    • A visual way to show people's interactions with your brand throughout the journey
  3. Audiences 
    • The specific people you are communicating with throughout the journey
  4. Message Strategy 
    • The promise and secret sauce translated to a set of key points or messages that act as a blueprint for all materials and people communicating
  5. Channel Strategy 
    • What you communicate, to whom and in which channel
  6. Style Guide 
    • A document that defines, describes and presents examples of what your brand will look like so that it is always consistent

Click here for The Strategic Marketing Playbook Overview

Brand Strategy

The first step in building your Strategic Marketing Playbook is your brand strategy. It defines what you want to stand for in the minds of others. There are seven deliverables that make up a brand strategy.  Learn more about them below!

Brand Strategy Deliverables

1. Why Your Brand Exists

  • Besides making things or providing services, what difference is your brand trying to make in the world?

2. Ideal Target

  • People who have similar needs and are likely to be interested in buying from you and you really want to serve

3. Brand & Naming Architecture

  • A way you organize and structure the brands and names of products and services so that customers can easily understand what is being offered

4. Promise & Secret Sauce

  • What you "promise" to do that will make your ideal target's life better and the ways and proof that you are better/different vs competition (4-5)

5. Brand Story

  • The story of how you guide your customer through challenges to success

6. Competitive Position

  • Simple graph known as a competitive position map that plots your offerings against the competition for any two parameters that customers value

7. Personality

  • Your brand looks, sounds and feels like this in every communication, as if the brand was a person

Click Here For The Strategic Marketing Playbook Overview

The Strategic Marketing Playbook

The Strategic Marketing Playbook consists of 4 integrated building blocks that your team implements to help you win in the market.  They consist of Brand Strategy, Communication Strategy, Marketing Plan, and Marketing Leadership. Each building block includes specific deliverables. 

4 Building Blocks of The Strategic Marketing Playbook

  1. Brand Strategy 
    • Why Your Brand Exists
    • Ideal Target
    • Brand & Naming Architecture
    • Promise & Secret Sauce
    • Brand Story
    • Competitive Position
    • Personality
  2. Communication Strategy 
    • Experience Principles
    • Journey Map
    • Audiences
    • Message Strategy
    • Channel Strategy
    • Content Calendar
    • Style Guide
  3. Marketing Plan 
    • Business Inputs
    • Priorities & KPI's 
    • Calendar
    • Budget
    • KPI Tracker & Dashboard 
    • Market Research and Insights Plan
  4. Marketing Leadership 
    •  Marketing "Quarterback"
    • Organizational Structure
    • Individual Development Plans
    • Skill Development
    • Hiring and Resourcing
    • Coaching

New Google My Business Updates

Google My Business (GMB) is an online tool for businesses to manage their presence on Google and a great way for companies to keep their customers informed. Your GMB page helps customers stay up-to-date about your company location, hours, reviews, etc.

Google has recently released new GMB features to help your local search presence, specifically during COVID-19.

Is your company utilizing these 4 new GMB features?

1. Health & Safety Features

  • Appointment required
  • Mask required
  • Staff wear masks
  • Staff get temperature checks
  • Temperature check required

2.  Pickup and Delivery Options

  • Curbside pickup
  • No-contact delivery
  • Dine-in

3. Online Services 

  • Online Care
  • Online Appointment
  • Online Estimates
  • Online Classes

4. Messaging

  • You can now message customers via GMB on your desktop
  • Opt in to the service by clicking Messages and select Settings
  • Make sure to respond to messages before 24 hours or Google might revoke your messaging right

Need a GMB Overview? Click here!

Want to learn how to get GMB reviews? Click here!

How to Build Relationships

Build Relationships:


At this point in the customer journey, customers are actively using your products or services and they want things to work smoothly. They may become irritated or disengaged if things don’t go well or they could become advocates if they are delighted. The role is to build lasting relationships and keep interactions and relationships going. Handle any issues that arise quickly and always look for ways to delight. It is important to encourage loyalty and advocacy at this stage.


1. Demonstrate the appreciation by communicating, listening and providing tangible value.

2. Get feedback – frequently,  but without annoying.

3. Take care of any problems quickly, competently and completely.

Marketing Channels:

Email, Sales Calls/Meetings, Website, Social Posts & Communications, Customer Forums, Events, Sponsorships, Gifting, Webinars, Feedback Surveys, Appreciation Events

Primary Metrics:

# Contacts, Open Rate %, # Listens, # Views, # Transactions, # Visitors, # High Ratings, % Satisfied, High NPS

How to Gain Commitment

Gain Commitment:


At this point in the customer journey, people are actively in the process of buying and trying to get through the process as easily and confidently as possible. The role is to grow the customer base and make it easy to “buy”. Create an easy and memorable buying experience that makes people feel confident throughout the process.


1. Identify and eliminate any points of friction in the buying process.

2. While spurring buyers to action, don’t annoy.

3. Provide useful, relevant and timely information to make the experience positive.

4. Show appreciation

Marketing Channels:

Website, In-office, In-store, Customer Set up Process, Customer Service, Implementation Teams, Social Posts, Social Ads, Online Ratings & Reviews, Centers of Influence, Sales Outreach

Primary Metrics:

# Qualified Leads, # Referrals, # COI’s Contacting

How to Increase Brand Interest

Increase Brand Interest:


The customer is interested in your category at this point in the journey and they are considering their options between you and your competitors. This is usually a time of research and information gathering. The role is to convey "why you" and give clear information that compels them to choose you over your competition. 


1. Be present in those places where your customers are doing their research.

2. Focus on messaging that helps people understand why they should choose your brand.

3. Focus on getting them to take an active step towards you (free trial, request a demo, call for details)

Marketing Channels:

Website, SEO, Targeted PPC, Social Posts, Social Ads, Webinars, E-mail, Online Ratings & Reviews, Centers of Influence, Sales Outreach, Referrals

Primary Metrics:

# Followers, # Visitors, CTR %

How To Build Brand Awareness

Build Brand Awareness:


The customer is "unengaged" at this point in the journey. People are thinking about other things and aren't paying attention to your category or to your brand. The role is to stay top of mind and build preference so that when people enter the category they are more likely to consider your brand.


1. Consistently communicate so people will see/hear your brand message multiple times and in a variety of channels over time.
2. Focus on brand-building messaging vs. activation (promotion). Use messages that help people emotionally connect with your brand.

Marketing Channels:

TV, Video, Print, PR/Media interviews, Social, Radio, Podcasts, E-mail, Webinars, Out of Home, Events, Speaking, Digital PPC (Adwords & Display), Storefront, Office Front, Sponsorships, Blogs, Affiliates, Review sites.

Primary Metrics:

# Impressions, # Post Impressions, # Tweet Impressions, # Attendees

Sales & Marketing Funnel

Do you question what marketing is trying to accomplish? Are you unclear how to delineate marketing vs sales? Do you wonder what percent of the marketing budget is being wasted?  Most business owners struggle with the same issues.  This is because marketing’s role is often mis-understood, marketing and sales are usually artificially separated and marketing and sales activities, expenses and outcomes are not tracked and measured.

Marketers and business owners alike care about the impact of marketing activities.  To fully understand and maximize impact, it is crucial to think about marketing as a system.  This includes inputs and outputs – and what happens in between. A well-designed marketing system produces outcomes it is designed to deliver. 


Ensure your Inputs and Desired Outcomes are Clear and Specific

What are your revenue & profit targets?

What do you want MORE of?

  • New customers?
  • Retain more current customers?
  • Higher $ per purchase?
  • More purchases?

Are your goals SMART (Specific, Measurable, Achievable, Relevant, Time-bound)?

Integrate Marketing & Sales Within the System 

“Sales” is a Channel Within the Marketing System and should be integrated within each conversion step of the funnel. 

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Only Agree to KPIs that Deliver Business Goals

Why spend time measuring things that don’t lead to you achieving your business goals? When choosing Key Performance Indicators (KPIs), note that actionable and accurate KPIs:

  • Tell you if you are likely to achieve the goal
  • Track the critical activities that drive, or lead to the business goal

Example of marketing system KPI's include: Impressions, engagement rate, web visitors, referral numbers and qualified leads. 

Track Activities, Expenses & Outcomes to Continually Enhance the System

Successful business owners should know the ROI of everything they do.  While it is possible to produce a marketing ROI number using the equation below, understanding the IMPACT of marketing activities is far more telling of indicated success.

Measuring the impact by looking at the "System" level effectiveness and tracking activities:

  • Create a Marketing Dashboard using consistent data format and time periods (use quarterly, 6-Month or annual time periods)
  • Choose Key KPI’s for each Conversion Step
  • Look at trends over time instead of points of time
  • Look for correlations between activities and results

Continually Enhance the system by:

  • Reviewing dashboard together
  • Discussing what is driving the results
  • Identify what could be tried to enhance results
  • Try it, track it and learn from results
  • “Rinse & Repeat”

Deloitte 2021 Global Marketing Trends

Deloitte published a report about the Global Marketing Trends in 2021. In the report, they discuss how customers are rewarding companies that authentically- and holistically- meet their needs. This year's global marketing trends help executives break through the wall of uncertainty and strengthen the human connection we all crave. These trends can enable leaders to respond to customer needs as they unfold, pivot business models to better align to evolving needs, and foster human connection. Click the link to learn how you can leverage the seven trends: purpose, agility, human experience, trust, participation, fusion, and talent. 

Read The Full Report Here

Marketing Budgets for 2021

The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society. Founded in 2008, it is the longest running non-commercial survey for and about the field of marketing.

This Special Edition of The CMO Survey provides the marketing profession with an understanding of how marketing activities, spending jobs, and performance have been influenced by the upheavals of the past three months. Reflecting marketing’s special position at the boundary between business and the marketplace, this Special Edition Offers forward-looking insights regarding customer behavior, economic forecasts, and managing growth during these uncertain times. Drawing on the power of The CMO Survey’s longitudinal view of marketing, they develop leadership lessons applicable across periods of crisis and into the future.


Download The CMO Survey Summary Here

Featured Client: Hilltop Companies

Helping Build the Region with End-to-End Marketing Leadership

Hilltop Companies (Hilltop) is a leader in providing quality aggregates and ready mixed concrete. The 80-year-old, third-generation family-owned company has a rich history that is ‘one of the best stories never told.’ As the only vertically-integrated producer in the area, Hilltop is the preferred choice among architects, contractors and utilities in the Greater Cincinnati and the Ohio River Valley region. Their materials are the foundation for many of the most iconic structures in the region, and they are often called to help on highly complex, innovative construction projects.


Despite outstanding operations and an excellent reputation, Hilltop identified the need for marketing and reputation management to enable them to attract new employees like drivers & engineers along with ensuring their clients and community understand the value they bring.

Hilltop didn’t have dedicated marketing resources to take on this challenge internally. In addition, they found themselves saddled with a website redesign project that had been in the works for over two years and was making no progress. Hilltop knew the languishing website re-design was a symptom of a larger problem. The lack of marketing leadership and resources was at best a nuisance and at worst an indicator of a function that needed attention. Brad Slabaugh, General Manager and Vice President of Sales and Marketing said, “I just don’t have time to handle marketing.” They wanted to solve the marketing resource challenge, and they wanted to do so quickly, easily and without adding permanent, full-time resources.


Hilltop was looking for a consulting partner that would be hands-on and could provide end-to-end marketing support. They wanted someone who could quickly come in, take charge, fix the immediate issues, and then look forward to future opportunities. They wanted the benefits of marketing expertise without putting a full-time team in place. Hilltop President & COO, Kevin Sheehan was introduced to Amy Connor of CMO-OnLoan by a mutual acquaintance. After discussing options, Hilltop hired CMO-OnLoan on a retainer basis to be their end-to-end marketing solution.

Solution, Cont’d

CMO-OnLoan acted as a satellite team, both leading and implementing marketing activities; keeping the Hilltop team informed and aligned through working meetings. Between meetings, CMO-OnLoan developed plans and materials to be reviewed and approved at the next meeting. Slabaugh says, “CMO-OnLoan makes sure that we always have a clear agenda and has prepared everything for us to review. They update us on work from the last meeting and then we discuss the new topics. It is very efficient.”

In short order, CMO-OnLoan updated and optimized the website. They reviewed and quickly eliminated wasteful legacy media programs. They began reputation management with case studies, social posts, press releases, updated LinkedIn pages, and a client-centered e-mail campaign. They took ownership of the quarterly employee newsletter and created a series of corporate capability and recruiting videos.


Hilltop’s website has grown to see five times more traffic than the previous version, has increased its reach by 200%+ within the community and among potential employees, and is better communicating their technical expertise. The three primary drivers to success in this engagement are CMO-OnLoan’s expertise and network of resources, the decision to fully empower CMO-OnLoan, and the bi-weekly meetings that kept all leaders aligned on the priorities and progress.


Click here to learn more about Hilltop.

Download the PDF

Google Reviews with Keywords

Getting reviews is just the first step in making an impact on your local ranking and building your online reputation. It is important for your organization to not only have many reviews but also have high-quality reviews. The best way to get quality reviews is through specific keywords in your Google reviews. The more quality reviews your organization has, the higher it will rank on Google. According to Google, keywords in reviews are now the 7th most significant factor in Google (ahead of the number of ratings in importance).

Getting high-quality reviews isn’t as hard as you may think. It’s as simple as emailing customers and asking for a review and making suggestions for what to include.  Below is an email template you can use:



Hello [name]!

It was a pleasure working with you. We really appreciate your business!

Online reviews from people like you will help others feel confident in choosing us. Would you take a minute to leave a review on Google?

Here are some questions to give you ideas about what to write. 

  • What service/product did we provide to you?
  • Which one of our locations/branches did you visit? (if applicable)
  • How did we do for you?
  • What do you like about working with us?
  • Did you work with any specific people you’d like to mention?
  • How do we compare to others?

If you are pressed for time, a short and powerful review is also appreciated.

Here is the link [hyperlink the word “link” to your Google My Business Page]!

Thanks in advance for helping us out.


See below to learn how to generate a link to your Google My Business Page.


Make it as easy as possible to leave a review by giving the person a link.  This eliminates the time it takes to search for your Google My Business page in order to leave one.  This link can be emailed or texted.


  1. On your computer, sign in to your Google My Business page
    • If you have multiple locations, open the location you want to manage
  2. In the left menu, click Home.
  3. In the “Get more reviews” card, you can copy your short URL to share


  1. On your mobile device, open the Google My Business app
    • If you have multiple locations, open the location you want to manage
  2. Tap Customers   Reviews.
  3. In the top right, tap Share 
    • If you haven’t created a short name, you’ll be prompted to make one
  4. Copy your short URL to share

Google My Business Reviews


Google reviews are essential for building confidence in your brand and have a significant impact on your local rankings. The more quality reviews you get, the higher you will rank in Google search results. Follow these simple steps to ask your clients to leave a review for your company. Click the link to find out how you can ask customers and clients to leave reviews for your business.


Download The Tool Here!

Webinar Return on Investment (ROI) Calculator

To determine if hosting a webinar is worth the investment, you only need to know five data points:
  1. How many people attended the event? Include those that watched it on-demand, if that was an option.
  2. How many leads did you gain from the event? This includes email addresses, phone calls, etc. Only include true potential clients.
  3. How many new clients did you win?
  4. How much did the webinar cost? Add all expenses including time spent designing, marketing, practicing, and executing the webinar.
  5. What is the average revenue per new client?
  6. Once you have this data, download our Webinar ROI Calculator Template to calculate the return on investment (ROI) of the webinar.

Webinar Best Practices

Webinars can be an effective way to get your message out. But if they are not done well, you can turn people off and miss opportunities.

Follow these steps to learn about the best practices for a successful webinar.  


         Attract Your Audience

  • Choose a topic that ties to the audience’s challenges and demonstrates your expertise
  • If possible, ask a client and/or a “neutral” source to present with you
  • Promote via your current database and on social platforms multiple times over several weeks leading up to the event
  • Ask partners to share and promote to their databases and social media platforms
  • Create a dedicated webinar landing page with a simple registration
  • The day before the event, send a reminder with the webinar link and logistics as well as a contact if there is a problem

         Create an Engaging Webinar

  • Limit to 45-60 mins including Q&A (30-45 mins of content and 15-20 mins of Q&A)
  • Focus on educating and providing value, don’t just try to sell something
  • Use visuals to tell a story instead of slides with many words
  • If applicable, offer a special offer for webinar attendees
  • Practice!

         Present an Engaging Webinar

  • Run through the logistics and technology ahead of time
  • Start on time, end on time
  • Have a facilitator introduce the speaker(s), manage the timing, chat, technology and Q&A
  • Speakers keep their video off until introduced (like coming onto stage in a live presentation)

         Build Relationships after the Webinar

  • Send a thank-you email to all attendees within a few hours of the event
  • Post the thank-you on social channels and tag presenters and organizations that were a part of or mentioned during the webinar
  • Offer an on-demand or replay option and include the link in your communications
  • Ask permission and add new contacts into your database for future communications
  • If you gain leads, contact them immediately

Click to download the PDF version: Webinar Best Practices

Social Media Channel Guide

Don’t just “do” social media because you think you need to. Check out the guide below to help you decide the best social channel(s) for your company.