Webinars have long ago become an effective channel for promotion of numerous products and services. Yet, along with successful webinars there exist lots of online seminars, the results of which are far from what has been expected. In this article, 7 most widely spread webinar mistakes will be considered and the best ways of solving them will be offered.
1. One week for promotion
Many companies start active promotion of a webinar only one week before the event takes place. But the results of ON24 prove the audience could grow by 36% if the marketing campaign were started earlier than one week before the webinar.
Solution: Start promotion 2 or 3 weeks before the actual webinar. Large period of time will allow you becoming more flexible — you will be able to track efficiency of different promotion channels, put aside less effective ones and activate some new channels.
2. Veiled advertisement
Users tend to visit webinars to get answers to the questions they are worried about and to find new ideas. In case the speaker starts advertising or selling immediately, it will be very difficult to gain the audience’s trust. Nobody would like to spend time on listening to ads.
If potential clients will be offered new ways of solving their problems, chances are the speaker will become known to be an expert, this finally leading to more effective presentation of your product or service.
Solution: help people. Don’t be afraid to share precious pieces of advice and working practices. This way you will form the image of a professional and will never fail to draw clients.
3. Reading slides
Never read slides during a presentation. This seems to be the most popular and obvious suggestion to a webinar presenter. Notwithstanding this, from time to time speakers can be encountered that would repeat the content of their keynotes practically on a word-to-word basis. Usually this irritates the audience – they could have watched the keynote instead of attending the webinar.
Solution: Use slides as additional means for your presentation. They will help you draw the audience’s attention, accentuate and underline some important information and assertions, but never will it substitute your presentation.
4. Bad sound
Low quality of sound turns effectiveness of any webinar to zero. When visitors hear you not well, they will just leave the webinar.
Moreover, low sound quality can cause attendees feel absence of professionalism, which could be transferred to perception of your company in general.
- Before the webinar, make sure you eliminated all distracting factors that might be heard by your audience — switch off the phone and entry phone, disconnect Skype and other unnecessary software.
- Be sure to test the platform you intend to hold your webinar at approximately half an hour prior to broadcast start. If you notice problems with sound, try to eliminate them or use another webinar service.
- If you are broadcasting from your office, make sure you have asked your colleagues not to disturb you.
- Holding a webinar in a small room is a good idea, as the large room could cause the effect of echo.
- Don’t use the in-built microphone of your computer. Better try a headset or a special microphone.
5. Breaking time limits
Almost every webinar attendee has encountered a situation when the speaker was late to start speaking or just made the webinar last much longer than initially planned. Sure thing, nobody can guarantee unforeseen situations will not happen. Yet, keep in mind trifles influence the general impression you make.
Solution: respect the time of your listeners. If a 60 minute webinar has been announced, let your presentation last not more than 45 minutes, and the remaining 15 minutes could be allocated to the questions of attendees.
Enter your webinar room 5-10 minutes prior to webinar start. This will be enough to attach all necessary equipment and start your webinar on time.
6. Forgetting about the audience
One of the webinar’s key peculiarities is its interactive character. Don’t turn your webinar into a lecture. Communicate with your audience not only when time has come to answer questions. No matter how interesting the topic of your webinar is, if there is no proper communication with the audience, the interest towards your presentation will be fading out.
Solution: modern webinar services provide numerous instruments for interacting with visitors. Ask questions as the webinar goes on, conduct polls, invite visitors to live communication, organize draws and quizzes. The more versatile your methods are, the more active and involved your audience is. Information on how to conduct a poll using our service can be found here.
7. Absence of analytics
Most presenters limit their activity to counting clients they have managed to attract during the webinar. Yet, they forget to analyze the information they obtained during the webinar.
Solution: One of marketing advantages of webinars is that they provide lots of data about users. During the webinar you can ask visitors for their age, position, companies they represent etc. Moreover, you could gather behavior information about the visitors, e.g. how long they followed the webinar, the questions they asked. Also, Google Analytics can be attached to the webinar room and thus much more useful information could be obtained.