When it comes to reaching and growing your audience, webinars are one of the most powerful tools available to businesses. In fact, 73% of B2B marketing and sales leaders say webinars are the best way to generate high-quality leads.
Webinars provide a fresh alternative to text-based content like blog posts and emails, and it’s well worth learning to create them.
In this article, we’ll show you how to build a webinar that connects with your audience and captures their attention.
When designing an effective webinar, it’s important to think about who is watching. The tone you use, the topics you cover, and the level of detail you go into will all depend heavily on your audience.
Some of the best webinars focus on a topic that hits on a real source of frustration for your viewers, like a common operational challenge or something a lot of your customers have raised as an issue. The webinar will address this problem and offer valuable, concrete takeaway solutions that viewers can start putting into practice straight away.
It will build the authority of your brand and present you as an organization that knows what it’s doing and can help viewers do the same.
Understanding your audience closely will allow you to create webinar content that they find genuinely useful and interesting. You can do this by:
When it comes to hosting webinars, there’s a whole host of excellent platforms to choose from. The one you opt for will depend on several factors, like your audience, style, and what you hope to achieve with your webinar.
Let’s take a look at some of the most popular software out there.
Zoom is a robust and reliable webinar platform. It’s extremely user-friendly, making it easy to invite attendees and manage the webinar. Zoom is especially well-suited for team meetings and smaller groups, and is a great all-rounder.
WebinarJam is an excellent choice for teams that are more marketing-oriented. It integrates well with CRMs and is a good choice for professional marketing webinars that draw on lots of data. It isn’t the best choice for more casual chats or meetings.
Built for Q&A sessions and presentations, GoToWebinar has a more corporate feel than the other options. It’s the perfect choice for a presentation, and is well-designed for taking questions in a formal format, while being less well-suited for dynamic, quick-fire group chats.
Once you’ve settled on the right platform, it’s time to get to work on putting your webinar together.
If you’ve taken the right steps to understand your audience and their desires, developing the content of your webinar should be a fairly straightforward task. Again, it’s crucial here to know your attendees and clearly understand their pain points, challenges, and preferred communication style.
Here are some tips on building an effective webinar:
Even if you’ve created the best webinar in the world, your hard work will mean nothing if nobody attends. That’s why it’s incredibly important to promote your webinar as much as possible and spread the word to your audience.
Here are some ways to do that:
Just because some of your audience missed out on your webinar doesn’t mean it can’t still be useful for you and them. Make sure to record the webinar so you can share it later with those who couldn’t make it. This is also useful for people who did attend but would like to refer back to the webinar.
After the webinar has already taken place, change the copy on your landing page to promote an ‘on-demand’ webinar instead of a live event, allowing visitors to access the recorded version. This can also be used as a lead magnet to grow your email list.
Your webinar likely contains a lot of useful content, and that content can be repurposed fairly easily into lots of different channels. Some simple ways to do this are:
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