10 Tips for your Webinar to be a Success
Webinar, a concept that recently sounded a bit strange to us today is one of the most advisable tools to generate quality leads. We are sure that many of you will have considered carrying it out, but, where do I start? Quiet, today at Extravaganza Communication, we will give you the 10 tips to make your webinars a success.
Webinar is nothing more than a virtual conference room , which is done through the Internet. Imagine at the public level, the opportunities it offers. If we organized a face-to-face conference, the target audience would be limited to a specific location, however, a webinar has no geographical barriers. If for example you decide to do it in Spanish, you can cover all of Latin America and Spain at once.
It is precisely because of the impact they cause that they are becoming a basic tool for many companies. However, it must be recognized that attracting the public is not easy. Maybe it’s one of the most difficult parts, but it’s worth it. If not, look at this Kissmetrics example. Take a paper and pencil that we started.
10 tips to succeed in your webinar
1.- The theme of the webinar has to be interesting
It seems obvious but many times we forget it along the way. The essential thing for our webinar to succeed is to do it on an interesting topic. We recommend that when choosing it, if you already have a blog and presence in social networks etc, observe which are the areas that most concern your followers.
On the other hand, once you have the chosen area, do not forget to use some tool like the Adwords Planner Tool, to focus on something that people are really looking for and also write it in the same way that your audience is looking for it.
The key words , although increasingly less important, by the new algorithms, are still vital to have a good positioning. In this way, look at the difference of searches between putting webinars or webinars:
The difference in search volume is brutal, 4400 to 590 on average per month. So if you are going to include it as a keyword, remember to put it without the end and the chances of having more traffic to your webinar page, will be much higher.
2.- Make sure you offer a quality webinar.
This is something we all know, but it is always good to remember. It does not matter how interesting the subject of your webinar is, if the content of it does not have quality or if the connection is not good and it is choppy, or the image comes and goes.
Here comes into play the platforms we use to support the webinar. We have been analyzing several and have consulted what several gurus have to say as Neil Patel. Everyone agrees on the same, choose GoToWebinar. Besides, you can also choose some free webinar tool like ezTalks Webinar, which is easy, reliable and affordable.
Everyone agrees that it is not the most economical, nor does it offer the most attractive interface, however, it is the most reliable. In fact, for example in Kissmetric (2015), they carried out a comparative study to see the impact of different platforms on the number of registered users , incredibly, when the platform to use was Gotowebinar, the alternatives to skype for business, it was increased by approximately 20% .
In addition to the platform itself, you have to make sure that the content is exceptional and do not try to sell at all costs. Remember that although many of your assistants may be future leads, there will also be people who just want to learn from you and that benefits you, because you are contributing to developing your brand image.
An important detail, if this was not your first webinar, and in the previous ones you had problems of any kind, when you are preparing the promotional material, be sure to let your readers know that you have improved those aspects and why they should return.
3.- Which format to choose: In Stream (Direct) or On Demand (Recorded)?
Many people ask us which format is more advisable and the answer is that it depends on the case, because not all subjects are the same, however as a general rule it is recommended to do the webinar live, record it and then be available in your blog or in your RRSS, so you can continue generating traffic.
Normally, they tend to like webinars that are more in stream, because it is more real. However, as in any live broadcast, there can always be many more problems than one recorded.
If for example you are going to offer a webinar on how to work with a specific program, a good alternative is to record it — 90% of the time it will be a shared PC screen recording — and the day of the webinar to activate a live chat, in which the participants can interact.
4.- Before trying to sell, check that you are contributing something to your followers.
For several weeks, we have been talking about Inbound Marketing, which is really our philosophy. One of the essential principles of marketing today is the creation of value.
In this way, when you are designing your webinar, make sure that you are solving the problems of your audience, before starting to sell. Forget about the 100% commercial approach, that aggressive marketing, was what it was in the 90. Now, things have changed and as it is said, Adapt or die.
5.- Establish objectives regarding the number of registered people and participants.
Having a goal is basic to know if what we are doing is working or not. In this way, we recommend that you look at the statistics of your sector, to establish objectives that you can achieve.
You have to bear in mind that the number of registered people is not the same as the number of participants. Normally, only 30% of registered users finally participate in the webinar. But here’s the good news, you have a ratio of 1 in 20 of the registered ones that eventually become leads.
We advise you that once the objectives are established, use your social networks, blogs etc to reach it. Do not forget to use Google Analytics , to know what is working and what is not.
6.- Better days and hours to publish.
In regards to the days, all the statistics point to the best ones being Tuesdays, Wednesdays and Thursdays. Do not set up your webinar on a Monday — most of us are focused on organizing the week — or a Friday — acknowledge it, it also happens to you, we are thinking about the plans of the weekend. It also avoids weekends.
As for the hours, that’s where the controversy begins. Most experts recommend doing it as close as possible at lunchtime. If you are going to organize a webinar only for Spain, this is not a problem. But what happens if you plan to do it globally? This is where the time zones and habits of each country come into play.
Before choosing the time, you have two options, or you ask directly — through the registration form — to the people interested at what time is better or do a little research on those countries you are going to direct.
Your landing page is one of the keys to the success or failure of your webinar. We could write an article just on how to design a landing page to increase the chances of users registering.
We bring you the golden rules for them to work:
Text about what the long webinar is about.
Do not put bio on the speakers, only big picture and caption
Make sure the registration form is on the left
In the fields, always ask if you are interested in receiving a demo of your product
Always give something free for attendees: You can increase your leads between n 5% and 25% depending on the value of what you give. Not bad, right?
Surely, if you look at the image above, you have already identified some other element that is missing.
8.- When to start with the promotion
The minimum you need to promote a webinar is three weeks. Although we would recommend you to start even a little earlier.
We live with tight schedules, and also need time for your marketing strategy to spread its magic, however, it is necessary to make sure you are promoting correctly, as we mentioned before.
9.- Email Marketing as the center of your strategy.
According to experts, email campaigns are the best promotion tool for webinars, because it is a more direct contact.
It is considered that 4 is the magic number in email marketing. So we are going to send three emails to our users, which in case of starting to promote with more than three weeks, could become four:
First: Introducing the webinar, in general lines. Up to 3 weeks before.
Second: Giving an advance on the speakers and explaining why they should register now. A week before the webinar.
Third: The day before the webinar, remembering that the next day will take place. If it is for not registered yet, they are invited to participate and for those who have already registered, they are simply reminded and shared with something new.
Fourth: The same day of the event, the participants, three hours before or so they are reminded again that there are only hours left for this important event. Non-participants are given the last chance.
Do not forget the other tools. Promote your webinar through Social Networks, forums. In fact, use your blog to promote it and consider the possibility of doing paid promotion, whether through Google Adwords , Tweeter Ads or any of the platforms, the results are worthwhile. That if you always use it in its right measure and in the right times.
10.- Record your webinar and reuse it.
Just finish the webinar live, make sure to upload it to your blog, page and give promotion through the different social networks, it will generate a lot of traffic and as we said at the beginning, quality leads.
On the other hand, during the event, make sure that part of your team — or if you are alone leave it scheduled — tweet about it. Generate a specific hashtag, so that participants can follow the conversations you are generating on Twitter as well.
In conclusion, webinars are a tool that more and more companies are using in their marketing strategy. It does not matter the size, but the quality of it. Likewise, it is better that you make a webinar a year that is brilliant than many mediocre ones.
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