Creating webinars is one if top ways that marketers are spending their time. According to the content marketing institute, businesses that use webinar are finding it to be the most effective of any form of content marketing.
When hosting a webinar there is a lot to think about. From the topic to the promotion, there are a million questions that will be running through your head. Your webinar strategy should serve as a guideline. Planning ahead will allow all your questions to be answered and your webinar to be viewed as you intended.
Choose a topic relevant to your audience
Selecting the right topic is the most important part of setting up your online marketing webinar. When thinking about topics, ask yourself what your audience is seeking to learn more about.
The other component to be warry of when selecting a topic is which will be best suited to the webinar format. Sometimes a topic could be conveyed easier through a white paper or blog post, rather than a webinar. Webinars are great for being interactive with your audience and showing off visuals. Webinars can enhance Q&A’s. panel discussions, product demos, tutorials, and workshops. If you are stuck on picking a topic, here are some questions to ask yourself.
What topics are trending on social media
What are some of the frequently asked questions of prospects?
What topics are featured in your most popular blogs/content?
What topics are your competitors using?
Keep your viewers by having interactive aspects
Did you know that humans have shorter attention spans than goldfish? According to the NueroTracker Team, humans only have an 8 second attention span. Knowing this information makes it crucial for your webinar to reel in some exciting content and interactive components. A common misconception is that the speaker is talking at a silent audience. The audience needs more than the ever so typical power point. On the contrary, the best webinars allow for the audience to have some interaction with the webinar. Whether polls, questions, or surveys there must be a way to keep your audience engaged.
These interactions should be an addition to your webinar – not something that takes over. Keep in mind the number of interactions you are calling for. Make it flow to keep your audience engaged with the topic without being distracted.
Keep It Informative – Not A Sales Pitch
Obviously the entire reason you are creating a webinar is to create leads but the webinar is not your sales meeting. Prioritizing your audience over viewing them as your sales funnel will generate better leads.
The best way to look at it is told by Mike Argon. Mike is a webinar demand generation expert and co-founder of WebAttract. His view is to, “stimulate someone’s intellectual curiosity, teaching them something and inspiring them to want to have a conversation. Then you can determine how you can help them and convert them from a prospect to a customer.”
To put it simply, a webinar should not be the final sell. Think of it more as brand awareness to benefit your reputation. Use your webinar as a way to open up the conversation.
A well written script is nothing without execution. With speaking points to rehearse, the script will soon become memorized – or close to it. Whether you are preparing for a live or on-demand webinar, a trial run is always a good idea. Live webinars should be rehearsed multiple time. There is no going back once you say something online. The best way to avoid a mistake – is to be prepared!
Unfortunately, prospects won’t flood your webinar once it is created… You will need to promote your webinars to gain the attention you desire. Here are a few easy ways to spread the word:
Banners/CTA’s on your web site
For live webinars especially, demand NEEDS to be created ahead of time. On-demand webinars also need demand generated to have a head start to the attendance. Just as news is best received at the time of an event or occurrence, receiving content is more reliable the more up to date it is.
Looking for more ways to promote your great, new webinar? Here at DECK 7 we specialize in content syndication – which means we can put your content in front of your specified target audience. Choose your geo, target titles, revenue, company size, and industries to make sure your audience fits the segment if a highly qualified lead (HQL). Try us out today or find more information on us here.