In my last post, How to Create a Successful Webinar, I talked about webinars, what they are and how to set them up. Today, lets follow up on that post with helpful tips to get you to the next phase to produce a great webinar.
Homework first! In my last post, I asked you to jot down three potential webinar topics you think your company could do well. Grab those or write three down now if you havent done that already. The reason for creating this context is that it helps make the information youre reading more memorable, and helps jump-start your creative ideas for your webinars.
Great now lets get started. Keep one of these ideas in mind as you read.
Just because you build it doesnt mean theyll come. You need to get the word out. Just as you would for any other project, you need to create a marketing plan.
Look at one of your webcast ideas and grab a pen. Lets create a mini-marketing plan. Answer each question:
You can come back and flesh this out, but these answers should get you thinking of how to spread the word. You will probably use more than one channel; for example, you might send an email to a segment of your list and also use social media. Make sure your messages across channels are consistent, so they reinforce each other and you get the benefit of repeat exposure. According to ON24, the middle of the week (Tuesday, Wednesday, and Thursday) are the best-performing days for email promotions.
Your audience will register in advance for the webcast. This will give you insight into who is attending and how many of them. If your platform has attendance limits, have a plan for what to do if projected attendance exceeds capability. You may also be able to draw on this list to invite attendees to future events. Many platforms offer this option. [Note: Act-Ons integrations with web event management apps means registrants are automatically added to your database, and segmented you can even send them directly to nurture programs. End of sales pitch. the Editor]
Not all attendees who register will show up for the webinar. In fact, according ReadyTalk, you may only get half or less of those registrants on the day. But registrants who miss your live event may come back for the on-demand version. According to ON24s 2016 Webinar Benchmark Report, 33% of webinars attendees registered and attended the on-demand webinar only, after the live event. Another 8% attended both, perhaps returning to the on-demand one to review an important point.
Now lets move in to going live.
You’re ready: the topic and platform picked, the boss signed off, the talent acquired. Now its time to execute. Here are some tips to help your host be successful.
Be polished and professional. Tidy up your workspace, paying attention to your backdrop (keep it simple and non-personal unless you really need to showcase something back there). Put on some nice and plain clothes. (Blue is always good) Patterns can be distracting on-camera. No bathrobes and bunny slippers, please. Test your technology. Is the microphone working? Are your visuals showing? Is the recording on? Please practice first. I cant stress this one enough. You dont want to be stumbling over your words when the Live light turns on. And you dont want to be fumbling and saying can you hear me?, is this on? etc. Thats not pro at all. Expect the unexpected. Have speaker notes, versus trying to recite the talk track from memory. Its also not a bad idea to have a backup speaker on hand, too, in case your first one doesn’t show.
After the webinar, its not over. You’ve got the recording, and its the gift that keeps on giving.
Consider posting your webinar on a site like YouTube or Vimeo. This gives your audience a place to re-watch it if they missed the first airing, and it also allows you to drive new traffic. Do you have a page on your website where you link to eBooks and videos and such? Have a webinar section. (Polish your webinar meta description for organic traffic.) The average viewing time for an on-demand webinar (34 minutes) is shorter than for a live one (57 minutes), but thats a 17% increase from 2015, and the growth curve is steady.
Once you have the webinar posted, can you embed the video in other media, like your e-newsletter? If your industry does virtual trade shows or virtual user conferences, can you submit your webinar for inclusion?
Type up the transcript. In post production, you can layer the transcript as closed-caption text over the video. You can also re-use that text content to make a blog series or even an eBook. You wrote the script, so you may as well reuse it.
Finally, here is a catchall of good (and bad) webinar practices.
Doing it right good practices
What turns me off during a webinar?
Is there something I missed? Leave a comment letting us know what other questions you have about webinars.