Taking Your Next Webinar from Good to Great
It’s no secret that webinars are a highly effective way to attract potential customers and spread brand awareness. In fact, according to the Content Marketing Institute, 61% of B2B marketers list webinars as the most successful form of content marketing. Additionally, click on the infographic shown to the right (created by World Trade Group) to read about other benefits to webinars, such as the ability to reach a wider audience.
Because it’s so widely known that webinars are an extremely useful marketing tool, it’s no surprise that most businesses already utilize them. According to ClickMeeting, 68% of businesses run webinars, and most of these companies host more than one webinar every month. As a result, the most successful webinars separate themselves from the pack in various ways. How can you accomplish this? Read on to learn about crucial components of great webinars that are necessary to take yours to the next level.
Superior content: The content within your webinar must be both engaging AND new to the audience. It is not enough for your content to be simply interesting; it should also be enticing to viewers. Webinar attendees should leave your online event feeling like they gained valuable and educational information they could not obtain elsewhere. Your content should also have a clear structure that is easy to follow. A compelling way to achieve this is to tell a story that spans the length of your presentation.
A good moderator: It seems like a no brainer that your webinar’s moderator should be engaging and upbeat. An exceptional moderator, however, is prepared for any complications that may arise during the presentation. In the event of technical difficulties, you want a moderator who can ad lib and continue to engage the audience without slides. In addition, your moderator should be capable of including the audience in the discussion. Rather than host a general Q&A session at the end of the webinar, have your moderator work relevant questions from viewers into the presentation. This will make your webinar more interactive and hold your audience’s attention.
Visuals: Your presentation should be more than aesthetically pleasing, which is something that any average webinar can achieve. A great webinar uses multiple types of visual content, such as tables, charts, infographics, and animations. Variety keeps things interesting. But ultimately, keep the amount of text on your slides to a minimum. Large amounts of text are the quickest way to prompt your viewers to take out their phones.
A captivating beginning and a strong closing: Your first slide is the first impression attendees get of the webinar. If you start on a lackluster note, you’ve already lost their attention. A particularly interesting fact or anecdote is a good place to start. Similarly, the last slide in your presentation is the last chance you have to influence viewers. Thus, use your last slide to finish strong and call attendees to action. This call to action could be anything from liking your firm’s Facebook page to utilizing other content marketing materials created by your company.
A pre-webinar blog post or email blast: To entice possible viewers into registering and to build anticipation, compose a short blog post or email that gives a short preview of the upcoming webinar. The blog post will effectively prepare viewers and let them know what to expect, while the email blast will help to garner more registrants. In fact, approximately 58-64% of webinar registrations come from email invitations, as opposed to social media’s 15%.
A corresponding Twitter hashtag: In the aforementioned blog post and email blast, as well as at the beginning of your presentation, establish a hashtag for the webinar. This allows webinar attendees to tweet at one another and contribute throughout the presentation. Encourage viewers to continue the conversation after the webinar as well. This is another example of a call to action you might use on your presentation’s closing slide.
Does your company use webinars as a form of content marketing? If so, were any of the above techniques used? Were they successful?