Webinars are fantastic ways to communicate with your customers. They’re an opportunity for you to display your passion and skills, introduce clients to new aspects of your products, and grow your market along the way. As webinars have surged in popularity over the years, many people are now asking how to make their webinar stand out from the crowd. Let’s take a deep dive into webinar producing process.
Before You Get Started
Every marketer wants to produce a webinar. Webinars are fantastic ways of connecting with your audience, building strong connections to your brand whilst widening your reach across the web. However, when marketers produce webinars for lead generation purposes without putting their audience first, the outcome is a dull and uninventive webinar that is more likely to turn your audience away from your brand.
Get into webinars for the right reason – because you have valuable content to share with your audience. Niche ideas, superficial topics and sales pitches don’t make good webinar content. Before you start planning your webinar, make sure you have great new content or a fresh new angle, to enrich your audience’s lives. Ready to go? Here’s our complete checklist for your content, planning and webinar building process.
How to produce a successful webinar?
1) Settling On A Subject
Vague webinars that move from topic to topic will quickly disinterest their audience. Whilst those watching your webinar might not be intimately familiar with your brand, it’s likely they’ll have some idea what you do. Don’t turn this into a sales pitch.
Your subject should be specific enough that you can go into detail, revealing some valuable tidbits of information that your audience wouldn’t otherwise have found. Honing in on specific topics lets you take a deeper dive and mine a little more value for your audience.
2) Meet The Experts
Standing out from your competitors means wowing your audience with the firm grasp you have on your subject matter – the webinar is where you prove you’re leading the field, not following. Picking the right speakers is essential for winning your audience’s confidence so choose not only individuals who are knowledgeable in the field, but also those with a strong grasp of the background and wider issues. Make sure they’re comfortable speaking to the camera, too – without the X factor in front of the camera, even the most learned expert can flop in a webinar.
3) Finding The Format
Without the right format, the best content can fall flat. Will you have one speaker engaging with the camera the whole time, or two or more speakers working together in dialogue to share your content? What about a Q&A format where information is contextualized to particular questions your viewers may have? The speakers’ skills and the content should guide how you want to present it.
4) An Approach To Promotion
A webinar is a great opportunity to promote your brand but only if it finds the right viewers. Make sure your webinar is linked to vital keywords so that users can find it – using tags on YouTube and hashtags on other social channels will make it easily searchable. If you’re going to be sharing your webinar on Facebook or Instagram, think about how you might create abridged versions to fit their different formats.
5) Building A Slick Slide Deck
Your slide deck provides the main visual element of your webinar so it has to grab your audience’s attention immediately. Create your slides to work with your script – that means reducing redundancies so that you’re not replicating information in the script and slides. The slides you contextualize your script – finding ways to show your audience what the speaker is telling them in compelling ways is key.
If you’ve ever been to a comedy club on a Monday night, you’ll know that improvisation can be painfully hard. Writing a finely honed script will allow your speakers to convey all the relevant points in a fluid and comprehensible way. Your script and your slides should be produced in tandem to create a webinar where every moving part works to create a cohesive whole.
7) Finding The Right Platform
Choosing a robust webinar platform will eliminate technical hitches which can hinder your webinar. Some platforms offer interactivity, live chats and unlimited attendees, whereas smaller, niche subjects might find more economical platforms with limited viewers more effective. Your subject matter and the ambitions for your webinar should lead you to the right platform.
8) Identify Your Metrics
Webinars can be a hugely valuable marketing tool, for example, in the field of lead generation. But if you don’t already measure your success in these areas you’ll have no idea how your webinar has affected your growth – and you can’t capitalize on your success in the dark. Prior to running your webinar collect the relevant data about lead generation and conversion to see the effect your hard work can have.
9) A Quality Transmission Represents Your Brand
Poor quality audio can hamper even the slickest webinar, so make sure you have the tools to provide your audience with an experience that represents your brand at its best. Even the most secure web connection can fail, so consider calling into your webinar through landline phones – this will ensure high-quality audio that everyone can hear.
10) Test, Test, Test
With so many variables from connection to platform affecting your webinar’s success, don’t take any chances with the live event. Run at least one practice webinar to test that your procedures are up to scratch. These tests don’t only reveal any weaknesses in the technology, they also ensure your team is up to speed.
A great webinar will strengthen your brand and act as a fantastic marketing tool, bringing in the leads your sales team can convert. Follow our webinar checklist to have your webinar build around a solid foundation of valuable content, perfectly platformed and tested before launch. Stand out from the crowd and you’ll be putting the gnar back in ‘webinar.’