Webinars are much more than digital versions of seminars, although the fundamental strategy is the same. The power of the webinar lies in its format: Webinars can be an immersive experience, filled with multimedia elements and personal interaction. This gives marketers a unique opportunity to deliver highly compelling and educational content people can’t find anywhere else.

The production process can be broken down into these key components:

• Webinar strategy
• Sales alignment
• Promotional plan
• Project timeline
• Technology/platform
• Execution
• Post-webinar activities

Effective webinars have specific and measurable goals and cover topics your audience cares about in an engaging and visual manner. Furthermore, a webinar should drive to an action in correspondence with a predetermined goals. Being digital, progression should be tracked and reported accordingly.

We can:

• Provide webinar strategy, objectives and topics
• Provide checklist for excellent execution
• Create before and after content
• Execute promotion of webinar
• Advise and implement technical setup
• Co-host
• Report and evaluate
• Create templates and follow-up for your sales team
• And more...

Executing a webinar is half the fun, the real job starts when the webinar is over. Hence, the key to successful webinars is sales and marketing alignment.

Coupler's how-to guideline to run a Webinar (with free templates)

Would you like to know more about how we can help?

In an era where many people are turning away from traditional media/marketing, it is crucial that a business has quality videos whether it be promoting your product to customers or educating your employees. Video production is a medley of complex elements and components, especially when you start to factor in prices for high end equipment and software. 

The production process can be broken down into these key components:

• Pre-Production
• Production
• Post-Production
• Publishing
• Distribution
• Data tracking

Budgets for video production can vary greatly whether you require a simple social media post or  a brand building, storytelling epic. At Coupler, we can assure you that our team of experts can create an extraordinary and impactful video to suit any of your business’s needs. 

We can: 

• Advise on video use and production 
• Write scripts
• Create multiple versions for multiple channels
• Make transcripts
• Animation and 3D
• Pre & Post-rolls
• Video SEO
• Subtitling
• And more…

Just producing a video doesn’t necessarily create value. Getting the right views through distribution and promotion is how Coupler will get ROI on your videos.

SEO is a much underutilized marketing component for many companies. Google’s mission statement is “to organize the world’s information and make it universally accessible and useful.” Having quality optimized content on your site will get you free visibility and traffic on the world’s biggest search engines. They need to serve users the answers to their questions and getting your company or product on top of that list can revolutionize a business and help you leap ahead of your competitors. 

There are many ways for website owners to help with this process both onsite and offsite such as creating blogs, long reads, adding metadata, getting backlinks and publishing content on sites such as YouTube and forums etc 

SEO is unique for every company and needs a tailor-made approach, meaning you truly need an expert team managing your SEO efforts.

Some of the many areas Coupler will examine include:

• Keywords
• Content quality and quantity
• Site construction 
• Site errors
• User experience
• Links
• Content organization
• Content relevance
• And more…

Having Coupler optimize your website for the long term will mean more leads, greater visibility/positioning, and improved ROI. 

At Coupler, we use Marketing Automation technology to help automate tasks so your sales and marketing team can focus their attention on converting incoming leads to sales.

Reacting in the first 5 minutes, or less, of a lead coming in is vital. 78% of leads go with the first responder and Coupler has the technology to help increase your conversion results by automating repetitive tasks. Autoresponders can give instant responses to interested leads which can dramatically help scale your sales efforts with no increase in personnel costs. 

Coupler will: 

• Go through your entire sales process to identify which parts of the customer journey should be automated 
• Set up a tech stack that enables you to automate these processes
• Create the content that is needed for this automation
• Monitor and optimize the process based on the data

Let Coupler help your sales reps handle many times as many leads with automation, enabling you to be proactive, not reactive in converting your new leads to clients.

Click here to read our blog post about how Netigate's CMO was amazed by Marketing automation

As a HubSpot certified agency, Coupler provides complete inbound marketing and HubSpot services. Inbound marketing is a methodology to generate more business by helping the prospective customer throughout their buyer’s journey, by providing quality content.

In essence, inbound is about aligning the company's sales, marketing and delivery functions. A key aspect to achieve this by having a single customer view through a software such as HubSpot. 

Learn more about the four phases of inbound marketing, and which tools we use throughout the processes.

Is Google Analytics part of your website backend? Well, it should be, and it requires expert management in implementing data tracking so you get the data you need. Many companies spend valuable time measuring the wrong things and don’t implement a tracking regime or best practice.

Coupler knows what will make a difference to your business and will keep track and analyze your most crucial information. Not only is this more efficient, but the custom reports also give you valuable insights that meet your goals and don’t just “measure traffic” or give you piles of unstructured data.

We approach Google Analytics by:

• Tailoring and Segmenting your visitor’s behavioral data to draw the right conclusions connected to your business
• Setting up specific goals, which tracks every individual conversion the business wants to measure. i.e. finishing watching a video or reaching a specific webpage

Let Coupler show how expert implementation of Google Analytics can impact your business.

Through Google Ads, you can effectively reach audiences through:

• Paid Search
• Banner ads
• Youtube

A key strength of search is that it provides us with the intention of the user. This makes it suitable for tapping into granular segments and topics, where we can serve highly relevant messages and tailored user experiences. This typically results in a great return on investment (ROI). The drawback is that Google Ads (search) can’t generate more traffic than what is searched for in the market.

Display ads compliments search in that you can “push” your message to the right audiences. Some of the most effective banner ads are so-called re-targeting ads for reactivating visitors, and should typically be part of any Google Ads strategy.

Our approach to Google Ads:

• Capitalize on the existing interest by actively optimize search terms, bids and creative
• Use search as an insights tool to better understand the end-users intent, questions, and concerns. This then feeds into other areas such as content marketing and value proposition testing.
• Compliment with display retargeting to re-engage visitors, thus creating effective marketing funnels

Google Ads is part of the Coupler Standard Marketing Tech Stack. The team behind Coupler have worked with paid search and specifically Google Ads for both small niche segments, along some of the most complex set-ups in the Nordics.

Learn how Google Ads fits into the B2B and Inbound marketing process. 

With Facebook Ads, the principles of marketing still apply. Your promotion needs the right offering; at the right audience; served in the right manner; at the right time. Studying the results of this approach and constantly optimizing is where Facebook Ads become really successful. A performance marketing approach is key so return on investment (ROI) is maximized and you can pick the low hanging fruits before adjusting your strategy and targeting. Use high-value ads for getting awareness and low-value ads for retargeting. 

Coupler can:

• Create all Facebook content
• Implement pixel tracking
• A/B testing
• Retargeting management
• Monitor audience 
• Optimize bids

We make sure we can deliver positive CPA on Facebook Ads due to our targeting techniques and vast client experience. 

Emails get attention. Email marketing more than 40 times more effective than social media marketing. A person’s email address has a direct value to a business, but lists need careful management. The quality, frequency, and purpose of business emails should be handled by experts. Growing a list is also vital to any business and can often be done poorly and inefficiently. 

The content needs to be engaging and of immediate value to the reader from the first email. Expert copywriters will craft the content so that your emails get opened and get results. 

Coupler is experts at Email Marketing and can help you from concept through to the sales process.

Our support includes:

• Strategy
• Goal setting
• Integration
• List building
• List management 
• Content creation
• Activation and management
• Data tracking and optimization

We can help maximize the long term value of your current email list plus use specific campaigns to help grow it considerably.

Click here to read our blog post about Lead nurturing. 

Content Marketing has been around forever and is the essence of digital marketing. Content has shifted from print, TV and other offline avenues towards social media, email, and blogs connecting directly to your target audience with very little wastage. 

Letting content sell your product or service is about: 

1. Showing the potential customer the problem they currently have
2. Showing the need for that problem to be solved
3. Providing content that helps them solve the problem
4. Establishing your brand as the go-to place for the solution

This type of marketing isn’t focused on direct sales, but educates the potential customer in an engaging and informative way, leading to increased awareness and interest in your offering. This, of course, will lead to engagement and sales. 

Where do you start?

What KPIs do you establish? Who exactly is your audience and how do you connect with them most efficiently? How many pieces do you need to create and in what form?  What message will work and how do you find the time to create it?

Yes, it can seem overwhelming, but Coupler are Content Marketing experts. Detailed activation plans are created so our team of experienced writers and editors can approach it focusing very clearly on your specific goals. You have full sign off, and our specialists then manage the distribution through paid, owned and earned media.

We create tailored content for all stages of the customer journey:

• Long read articles
• Brand story - about us
• Feature story
• Feature - case story
• CEO portrait
• Employee portrait
• Customer case study
• Simple blog article
• Social media posts
• Email campaigns
• Ad copy
• A whole range of video content
  

There is an oversupply of content out there and your competitors are just dying to grab the attention of your future and current customers. This makes it vital to have experts managing the production and distribution of your Content Marketing.