Why learn Webinar best practices? Virtual solutions are the new norm for corporate meetings, industry events, and live conferences. Webinars have emerged as an effective method for streamlining real-time interactions and delivering evergreen materials to all sizes of businesses.
The pandemic transformed webinars from a nice-to-have marketing channel to the new home run. And deservedly so. The webinar sector is predicted to reach $800 million this year, and 83% of marketers say webinars are an effective marketing tool (source).
When done right, webinars may help you build trust, reach individuals from all over the world, generate leads, and provide a chance to engage directly with your audience.
Although webinars have been around for some time, virtual and hybrid events are becoming more common and easier to arrange than ever before. There are full event management solutions available to make running a webinar a smooth and entertaining experience.
With the industry at an all-time high, certain common webinar best practices are emerging that can predict success. If you don't employ the proper calls-to-action at the right time, you risk not attracting enough participants or failing to persuade your company's executive team of the ROI.
When it comes to designing a webinar, the stakes are really high. As a result, it's critical to employ a webinar preparation list and follow best practices. In the sections below, I describe recommended practices for designing webinar invites as well as critical recommendations for conducting webcasts.
Webinar best practices before webinar
So, how can you go from a simple lead generating idea to a goal-driven sales engine with maximum engagement? We will discuss how you can go from a simple lead generating idea to a goal-driven sales engine with maximum engagement from your attendees. We will also discuss how you can use various tools and techniques to ensure that your webinar is successful.
With the stakes so high, a list of webinar best practices is extremely useful. And we've created this blog just for you, depending on various stages of the webinar. Among the most common mistakes made while creating webinars are:
- Information that does not correspond to registrants' objections
- Webinars' length and monotonous
- inappropriate calls to action
- insufficient marketing strategy
In this article, we will look at some of the best practices for hosting a webinar before the event. We've put up a list of webinar best practices that you can use to convert your audience and maximize ROI – all by mastering attendee engagement before, during, and after the webinar.
What constitutes a Fantastic webinar 2023?
Hosting an excellent webinar should be a cornerstone of every marketing communication plan since it helps firms to produce evergreen content, attract qualified prospects, and position themselves as industry thought leaders.
If you want to build a killer webinar that generates more leads, you'll need to do more than just test your webcam and microphone, publish it, and hope for the best.
Because webinars are growing more popular, attracting an engaged audience to your unique webinar among a congested sea of them is becoming more difficult.
That is why it is vital to engage your audience before the event via smart decision-making and marketing; during the event through a killer end-to-end engagement platform and engagement features; and after the event through media sharing and outreach strategies.
1. Define your target audience.
Webinars should not just be broadcast into the web universe; instead, make sure that everything from the title and description of your webinar to your marketing and presentation is suitable with your current digital marketing efforts. While webinars may appear to be a huge production (and they can be), their success is dependent on the participation of the appropriate people.
Using technology like as Google Analytics, you may create target personas based on demographics, pages seen, and the buyer's journey. Examine the best-performing pages on your website to measure interest and prospective webinar topics.
As a marketer, you must first and foremost be aware of the following:
- Who precisely is your target audience?
- What are their issues, challenges, and discomforts?
- What are they attempting to achieve?
- How might your webinar assist them achieve their objectives?
Use this data to determine the key webinar topics that must be covered to increase participant engagement and interest as well as to establish highly relevant connections between your business and your target market.
2. Make a webinar strategy with specific goals in mind.
What do you hope the webinar will achieve in the end? Developing a brand? Awareness? Education? A quantifiable conversion statistic that tells you whether or not something worked is great. This strategy should guide your decisions.
Once you've established your audience and the persona you're targeting in your forthcoming webinar, you'll have a few webinar ideas to select from and a better grasp of what works. You can guarantee that any new webinar themes successfully captivate your audience by offering targeted and focused replies to their most urgent questions. If your topic is more tightly focused and gives more value, your audience will be more likely to engage with you.
a. Select a Topic
Learning is one of the reasons people attend webinars. Instead, concentrate on developing content that positions you as a trustworthy source of knowledge.
Make your topic as specific as possible. Concentrate on a topic that your audience will find intriguing. A webinar about digital marketing, for example, might be lengthy and confusing. Concentrating on a certain aspect of digital marketing, such as SEO or paid advertising, may be more exciting and specialized. Having certain subjects may also help you stay focused.
b. Come up with a catchy title.
Your webinar's name is memorable. Because it is the initial interaction you have with your attendees, it will determine whether or not they register.
Create a title that will pique the interest of your chosen audience. While you're at it, keep the following in mind:
- To avoid sounding overly formal. Keep things as simple as possible.
- Use caution before speaking. Make use of powerful, intriguing language.
- Make trustworthy promises. Never deceive anyone.
c. Determine the Best Day, Time, and Format
A number of studies have been undertaken to identify the ideal time and day to host a webinar. According to studies, Thursdays are the best days for webinars, and 11 a.m. is the best time. Keep time zones in mind while planning.
Now is also the time to decide on a webinar format. Would you rather have a single expert or two? Do you think a panel discussion is the best approach, or would you rather enhance participation by hosting a Q&A webinar? Experiment with several forms until you discover the one that works best for your target audience.
Combine different formats, such as a dual presenter and a Q&A, or a product demonstration, to be safe.
d. Perform a test run
Of course, this is something you already do. But it's worth reiterating. Conduct a dry run before the webinar to ensure that everything is in working order and that everyone is aware of their roles. It will aid in the reduction of mistakes and humiliating gaffes before going live.
3. Ascertain that guests received exactly what they expected from your webinar.
While most webinar participants understand and even expect some sales, using a heavy-handed approach to promoting your services and veering off course from what you promised will not be appreciated by your audience.
Provide interesting content to customers and commit to provide additional value if they subscribe to or purchase your product or service offers. Make them want to give you their money.
The right speakers may engage and captivate your audience with their knowledge. Having a qualified speaker who is dull and makes frequent webinar blunders, on the other hand, will not aid you in engaging your audience.
Choose a speaker who engages the audience, modifies their tone, and use active body language. Use a practice presentation before the webinar to assess your speaker's ability to hold the audience's attention. Make your criticism while pretending to be a member of the crowd. Following that, ensure that your presenters have access to the best webcam and microphone for webinars to provide a smooth experience.
4. Technical Requirement
This phase includes selecting the webinar technology to use and making sure your equipment won't let you down on the big day. The best end-to-end webinar software should be chosen for marketing and registration. There are several tools you can use to enhance your webinar presentations. Which aspect is essential? choosing the best webinar platform from start to finish.
a. Select the best webinar platform.
Technical troubles are the worst-case scenario for any webinar planner. However, if you utilize the correct webinar platform, this does not have to be the case.
Consider the following questions when you narrow your search:
- Is it within your financial means?
- Are all of the required elements, such as live polling, Q&A, and so on, available?
- Can you use it to record the session?
- How many persons can fit into one session?
If money is an issue, look for a free webinar platform that is easy to use. A tidy interface is essential for a smooth user experience.
b. Make Use of a High-Quality Headset or Microphone
When you organize a webinar, the last thing you want is for your guests to struggle to understand what you're saying. As a result, relying on your laptop's built-in microphone is not a good idea.
A high-quality headset or microphone is required to provide a clear sound. The distinction between a laptop and an external microphone cannot be overlooked.
c. Have a Consistent Internet Connection
It goes without saying, but webinars require a consistent internet connection, as we all know. It's an online event that requires a connected connection to function properly!
This is a major requirement for the host as well as the presenters.
d. Put Your Technical Setup to the Test
Technology is not without flaws. On the day of the event, everything might go wrong. And that's OK.
But it doesn't mean you should disregard some essentials. For example, never use new equipment on the day of the webinar. Always familiarize yourself with technology before using it.
To check that everything works properly, do a test run using all of the features and technologies you wish to use. It is not necessary for you to create hour-long videos. You might record a short clip to test the sound and video quality.
If you want to use a webinar platform, get familiar with all of its functions. And, on the event day, arrive 10-15 minutes early to test the equipment one final time before the webinar event.
5. Set up webinar automations
You can automate communication with your audience using email marketing and marketing funnels, freeing up more time for creating the best webinar content. It should be obvious at this point, right?
You'll have more time in the present to focus on what you're teaching, how your participants are acting, and how to keep them engaged and produce more future webinars the more processes you can set up in advance for your webinars.
These email funnels can be used before and after your webinar to transition from pitching to promoting. The following emails make up a webinar funnel: Automated webinars are perfect when you want to put your webinars on autopilot.
6. Promote your webinar.
Before the big event, you'll need to make one more push to advertise your webinar. Make sure to promote your webinar on social media and send out automated emails to registrants to remind them of the upcoming event.
a. Create a Landing Page
A webinar landing page is key for driving registrations and providing important information such as:
- The subject.
- What guests will discover.
- Speaker information.
- The date and time.
Remember to be selective with your visual branding and to keep it basic. An excessive amount of information or graphic components might be distracting.
b. Write a blog post about the webinar.
Make a blog post ahead of time to advertise the webinar. If your blog does not have a lot of visitors, you may advertise it on social media or through email signatures and emails.
c. Use Social Media Platforms to Promote Your Webinar
Social networking is an excellent way to promote your webinar. Use hashtags while advertising it to increase the reach of your posts.
You may also create a unique hashtag that you can ask people to use when posting questions. It will extend your company's appeal while also enhancing the involvement of your attendees.
d. Webinar Promotion through Email
Use your email list to advertise your webinar. Make registration as simple as possible, with a succinct email content and a clear call to action.
According to statistics, the best time to start promoting a webinar is 15 days before its start date. You have a window to do so, and those who haven't enrolled will receive a few reminders.
To enhance the number of people who attend the webinar, send email reminders to those who registered a few days ahead of time and on the actual day.
e. Make use of website popups
Take it with a grain of salt if someone tells you that website popups are obsolete. According to studies, the conversion rate of top-performing popups is around 10%, compared to the 0.35% average CTR of paid display advertisements.
To summarize, don't dismiss popups just yet. Put them to the test by utilizing them for webinar invites. Keep in mind to:
- Make it clear what the webinar is about and include a call to action.
- Before displaying the popup, you need wait at least 15-20 seconds.
- Use the popup to demonstrate your brand's individuality.
Webinar best practices during webinar
Maintain the momentum and build on all of your earlier engagement efforts throughout the webinar. Encourage attendees to use interactive features such as polls and surveys on your selected webinar platform during the webinar.
Choose your webinar background tool, check your hair, and start broadcasting!
7. Encourage webinar attendees to use the engagement elements.
Use our range of engagement tools to engage participants via live chat and reply to inquiries in real-time to delight and promote participation.
Video engagement options such as live chat, Q&A, media sharing, whiteboards, virtual backgrounds, emoji answers, and live polls make for an unforgettable webinar experience.
8. Moderator should remember to utilize webinar platform features.
All webinar systems have identical fundamental functions; however, extra features make the tools useful since they bring more pop and shine to the interaction and participation, as well as the overall webinar event. These functionalities differ and are implemented differently across all platforms. As a result, preliminary testing and platform familiarization are required.
- Tracking Tools
- Ticker Features
- Attendee mentions
- Break Rooms
- Marketing Features
- Launch Polls
- Launch Surveys
9. Be aware of your body language.
Body language is a strong type of outward expression that may directly add to the capacity of the speaker to engage your audience. Nothing is less entertaining than a speaker slouching in their chair, as if they are just trying to get through the webinar.
Make sure your body language fits your tone, topic, and intensity and does not contradict what you're saying orally.
10. Use humor while moderating webinars.
To create a lasting impact on your audience and inspire engagement, use an appropriate icebreaker or incorporate comedy into your webinar. It's an excellent method to humanize your business and put guests at ease.
To be productive, you must employ humor effectively in your work. You want to bring interest and excitement to your webinar presentation without offending, exasperating, or alienating your audience.
It is vital to realize that the use of humor may be beneficial or disastrous, and can make or ruin your webinar. As a result, you must understand when and how to utilize comedy to improve your webinar presentation and make things not just amusing, but also courteous and professional.
11. Concentrate on a Single, Specific Topic
Think of your webinar as a deep dive into a certain subject or problem that you may not otherwise have the chance to examine.
You may provide audiences with insightful information and valuable takeaways while establishing oneself as an authority on the subject or issue by focusing on a particular problem or subject. You may engage a certain audience when you focus on a particular subject.
12. Define and track particular webinar goals.
What do you hope to achieve with your webinar? Is it a combination of brand building, awareness, and education, or a combination of the three? Once you've set your webinar objectives, keeping track of them is a key webinar best practice (which you should do to make your event as thoughtful as possible).
As your North Star, ideally, you'll have a metric to track that will tell you whether or not you've fulfilled your goal. Tracking participation is useful for acquiring new clients, but it does not help you evaluate webinar success. On the other hand, if you can convert 50% of a low-capacity audience into new customers, you've done rather well. Make your goals clear so you can attain them.
13. Include whiteboards and media in your webinar.
Prepare presentations, videos, and other visual aids in advance and hand them out at the event to encourage participation. To engage and entertain your webinar attendees, share media easily with them using the webinar platform screen share tool.
14. Media distribution during webinars
Calls to action buttons should be included in your design. Through the use of strategically positioned CTAs, you can encourage participants to perform the desired action, which will enhance engagement and ROI. If you're using an end-to-end video engagement platform, you may start CTAs throughout your webinar. You may direct visitors to a point of sale, a demo appointment on your calendar, or a limited-time promotion.
Webinar best practices that you do after your webinar?
The event is not the end of the engagement. Now you want to communicate with visitors on a personal level, encouraging them to express what they enjoyed and guiding them toward becoming brand ambassadors. This involves creating follow-up emails and sending the video to everyone who signed up.
15. Send follow-up emails to webinar participants
Send follow-up emails with important takeaways, registration links, promotional offers, poll results from the webinar, or webinar recordings to keep your brand and webinar top-of-mind. To enhance engagement and conversion, you can use Livestorm to design and automate emails that reach your audience at key times before or after a webinar.
16. After the webinar, provide the recording.
To generate interest, send the replay to registrants who were unable to attend the event. Then, leverage the recording to keep your pipeline going by making on-demand videos of your webinar so visitors can discover it on their own time, allowing you to create targeted leads even after the event has concluded.
17. Track your webinar statistics
Finally, you need to evaluate how successful your webinar was once it has ended. Visit your analytics dashboard to find out who saw the replay and attended. The poll's findings could be of interest to you as well. You may use this information to improve your webinar; for instance, if you see a dip in attendance at a certain point in the webinar, you might skip addressing that subject in a subsequent presentation.
Frequently Asked Questions Regarding Best Practices for Webinars
How should a webinar be set up?
The following components are included in an effective webinar structure:
- A welcoming and compelling opening
- The primary subjects or issues that will be covered
- Unknown speaker (s)
- Query and response
- a potent conclusion
- An instruction
- How can I increase participation in my webinars?
Test out the following advice to increase webinar engagement:
- Identify your target market.
- Choose a subject that will interest your audience.
- invite exceptional guest speakers
- Utilize the top end-to-end platform for marketing and registration for webinars.
- Engage the audience with entertaining features
- Be aware of your body language and use humor.
- launch surveys and polls
- Publish media
- Place call-to-action buttons there.
- Follow-up with emails
- Send the event recording.
What to Do and What Not to Do for the Best Webinars and Webcasts
Best practices for webinars simply prevent errors on your team's part. When hosting a webinar, there are a few good ways and many bad ways to do it. Let's examine both of them.
Exercise – We may believe we are prepared for our webinar since we are familiar with the software, but there are various pitfalls you can easily avoid if you do not perform a practice run.
Examine the speakers — It's easy to believe that someone will be an excellent webinar presenter just because they are an excellent communicator or presenter in person. That is sometimes correct, but not always. Make sure everyone is comfortable in front of the camera and has the essential presenting skills.
Interact with the audience to engage them; Q&As are a great way to do this, but there are many more methods to make a webinar engaging. Use every chat tool, breakout, two-way video, and digital interface to attract attention.
Use excessive text - The majority of people who attend a webinar are there to see. Most people consider this to be a largely passive pastime, so don't demand too much from your participants or make too many assumptions about their reading speed or comprehension skills. Decide on visuals and white space.
Don't underestimate technology - A live event has numerous moving elements, and a recorded webinar requires a similar amount of moving parts (although maybe with less pressure). Learn as much as you can and, if at all feasible, use a digital event management solution.