Webinars have been around for many years and the pandemic amplified their importance as a marketing tool. Zoom and other webinar applications have made it easier to host -- and increased the number and variety available. They are everywhere!
While this is great news for continual learners, it makes it even more critical to communicate and deliver value to the participants. While a thoughtful and educational webinar can add to an organization's reputation, a poorly planned one may not attract a large enough audience to get an ROI. And a thinly veiled sales pitch advertised as a webinar can even hurt your brand.
If you are new to webinars, or feel you're not getting the results you expected, check out these tips.
Before you begin, evaluate if a webinar is the best tactic.
Think about your objective: is it long term, like thought leadership/brand building or shorter term, like lead generation? Is this the best way to reach it? Would an alternative tactic, such as a whitepaper or video accomplish the same goal?
Then, consider your target market:
If you have found a topic that aligns with your objective and target market, list the “takeaways” – what the participants will gain from attending -- you can add this to your invitations.
Then, while you are composing your slides, check out these 7 tips for successfully delivering your webinar.
Tips for successful delivery:
1) Keep your slides simple and interesting
3) Keep introductions brief and hold any overt sales pitches until the closing remarks.
4) Speak clearly -- use terms your audience can understand, and when necessary, define technical jargon
5) Bring the participants into the conversation
6) Keep a handle on the logistical details
7) Plan to follow up
After the webinar, use the audience feedback to make your next webinar even better.
Throughout the process, remember that you are trying to create value for the attendees so they will have a positive perception of your organization.
Watch for our next post on ways to repurpose your webinar content, or better yet, subscribe to our e-newsletter!