8 Great Tips for Creating The Perfect Webinar

webinarWebinar is an amazing way to reach out to your existing and potential clients, introduce them to your services and products in an informative and helpful manner, and even get some valuable leads and conversions. The audio-visual experience helps the attendees to better understand the content, as apposed to reading long manuals and guides, and the person hosting the webinar gets to communicate his message to many people at once. But not every webinar is a great one and there are many companies out there that simply don’t know how to arrange a webinar that their audience will enjoy, while achieving their own set goals from the session. These next 8 tips for how to create the perfect webinar, will help you built a plan that will benefit both you and your viewers.


Get A Producer!

The last thing you want to happen during your chat about PPC techniques is for the video conferencing to collapse. How do you avoid leaving your audience scratching their heads at a blank screen? Get a webinar producer on board who knows a HDMI lead from a USB lead! It’s not just the technical details that they get involved with though. They also make great moderators for the Q&A session and can screen questions, so you don’t get any tricky ones suddenly thrust on you. Finally, they can keep tabs on the time and hurry you along if your webinar begins to drag.

Get a Second Presenter

With a second presenter you have a backup for when you don’t know how to answer a question or for when your computer suddenly freezes. Also, rotating between 2 presenters makes the session more dynamic, hence increases the chances of your attendees sticking it out till the end.

Keep Attendees in The Loop

You want to keep attendees engaged with your webinar and, more importantly, you want them to remember it. A great marketing channel for communicating with attendees is by email. It’s an inexpensive method and easy to start as you’ll already have a fistful of contacts in your address book.  Each email will need to contain a clear goal. You can start sending invitation emails out to your contacts for a month beforehand – send one each week, but no more, and then one hour before the webinar starts.  Follow up attendees with an email the day after the webinar summarizing the main points and providing a link to your blog post on the webinar – this will draw people back to your brand and will help them get easy access to the recording of the webinar and the main points mentioned in it.

Structure is Everything – Linking it All Together

You want your webinar to run like a well-oiled machine, so make sure the presentation has a slick structure. A great way to achieve this is to start off with a summary of the points you’ll be covering e.g. “Today, I’ll be taking a look at SimilarWeb PRO’s traffic analysis, how SimilarWeb PRO can break this traffic down into its individual channels and, finally, exactly where this traffic comes from”.  You can use this as a framework for your webinar, so start with “Regarding SimilarWeb PRO’s traffic analysis…” and then launch into your content.  Once you’ve completed this section of the webinar, move onto the next e.g. “Now we’ll take a look at how SimilarWeb PRO can break this traffic down”. Referring back is a great continuity device and keeps your content flowing nicely.

Live Testimonials – Invite Your Top Clients To The Webinar

People love reassurance from others when they consider using a new product or service. This is why testimonials have always gone hand in hand with marketing. Including one in a webinar, therefore, is a no-brainer. If you have a useful product, it’s likely you’ll have a huge number of fans who can’t wait to tell people how great you are. Don’t forget they get exposure as well, so this benefits both sides. The best way to incorporate testimonials into you webinar is live – invite you top clients to the webinar and leave 5-10 minutes in the webinar for their stories about how they use your product and why they chose it over other competitors. This is something that your producer can help rehearse as you don’t want the testimonial to become too gushing or people will doubt its authenticity.

Q&A Sessions

Q&A sessions are great exercises in getting face to face with customers and addressing their exact needs. There’s a number of ways you can do this, but I find that preparation is the key – make sure you get these questions before the webinar. There’s nothing worse than being stumped by a question  in front of an audience who are hanging on your every word! You can use the pre-webinar emails in order to ask your attendees to send you questions or you can rely or questions sent to your support team. Of course, there’s also the option of accepting questions during the webinar, via a chat box. These need to be moderated before sharing with all attendees. Your webinar producer can then moderate these questions and even prepare answers for you. This makes you look very quick on your feet and engenders trust in your answers. Make sure you leave plenty of time for this session at the end of the webinar – around 10 minutes should allow you to answer all the key questions.

Duration – Keep it Short And Precise!

Let’s face it, people are busy. No one wants their time wasted by bloated webinars that last a lifetime. The perfect length for a webinar is 45 – 60 minutes. If you begin to run over this time-frame, you risk drops numbers going up. Keep things short and sweet, so that attendees can enjoy the experience and come away with a positive impression of you and your brand.

After The Webinar – Keep in Touch

Once you’ve charmed your audience with your wonderful webinar, it’s likely that they’ll want to get in touch at a later stage for a more in-depth discussions. Make sure you provide a contact page at the end of your webinar. Keep this displayed for at least two minutes – this will give attendees enough time to note your email address/blog page/website/social accounts. Advise your attendees that there will be a follow up article on your blog regarding the webinar.  In this article, you’ll want to summarize all your main points and include a recording of your webinar. A ‘Thank you for attending our webinar’ email should also be sent out to attendees and for those that registered but didn’t attend you can send an email saying ‘This is what you’ve missed out on’. These gives the recipients the opportunity to tweet and share your blog post, or send it to other members in their company, leading to more exposure for your content.

A Successful Webinar

I’ve covered a number of great tips to get your webinar in topnotch shape. A webinar producer is essential in keeping the webinar on track, so look into getting an experienced one early on. Ongoing communication with your audience is crucial for getting them to attend and for keeping them engaged following the webinar, however be careful not to don’t be too forceful with this – you don’t want to scare them away after all. Q&A sessions are great for audience interaction and they allow you to deliver the answers that people are actually looking for. Once the webinar is finished, it’s not finished! You need to keep attendees up to date with follow up emails and blogs to keep your content fresh in their mind.

About the Author -

Ari is the Sr. Director of Corporate Marketing at SimilarWeb. He has spent the last decade in ad-tech working on the agency side of the business before jumping over to Kenshoo where he launched their marketing activities. He also led the marketing for Adquant, a Facebook ad platform, making it a top 10 Facebook PMD prior to its acquisition.

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