Came across an interesting case study on MarketingSherpa that shows how a software company (Global Management Technologies Corp., or GMT) turned a client’s speech at a trade show into an educational podcast using a $100 digital recorder that became the linchpin of a lead generation campaign that attracted millions of dollars in new business. There's no reason law firms couldn't implement the same strategy (for firms interested in learning how, see the end of this post for links to our podcast and landing page brochures).
In a nutshell, here's what GMT did:
Step #1. Selected a satisfied client to provide a presentation at a leading tradeshow that was essentially a case study highlighting a successful outcome from using GMT's software.
Step #2. Publicized the upcoming presentation in advance of the show via email to both tradeshow attendees (from a list provided by the tradeshow organizer) and GMT's prospect list, and invited recipients who could not attend the show to pre-register to receive a link to the podcast after the recording became available.
Step #3. Recorded the client's presentation using a $100 digital voice recorder hooked directly into the public address system to maximize recording quality.
Step #4. Edited the recording using free MP3 editing software (note: for law firms that don't have the in-house technical skills to edit sound files, eLawMarketing works with an affiliated sound studio that can provide sound file editing services).
Step #5. Hosted the final MP3 file on the company homepage behind a registration form that interested parties completed and submitted to gain access to the podcast.
Step #6. Promoted the podcast via email and pay per click campaigns based on relevant keywords from the podcast’s content.
The results? Fantastic!
- 9 times as many people heard the podcast as attended the live presentation.
- 16.7% of those who requested access to the podcast via the registration form were considered highly qualified leads - all these leads received a demo of the software (and past data shows that 60% of leads who receive the demo turn into customers)
- Two of the leads have already converted into new business valued at over $2 million.
Also interesting: the company's analysis of where podcast listeners came from proved the importance of a multichannel marketing strategy: roughly a third of listeners came from the email sent to a conference attendee list provided by the tradeshow organizers; a third came from emails sent to the company’s own prospect database; and a third came through search.
Read the full case study on MarketingSherpa.