7 Steps to a Successful Webinar
Today I want to cover the critical seven steps to a successful webinar. Seems a number of leaders want to use this form of information transfer or presentation, yet they are not sure how to go forward with a webinar.
So follow along as I share the seven critical steps to a successful webinar. By the way, my focus is for the professional, small business executive, sales team leader, marketing executives and anyone else wanting to use a webinar for fun or profit – or both. Here you go…
- Clearly Define Your Goals and Objectives – What reason do you have to give a webinar presentation. You need to be clear on this topic. Think about who your participants should be and what is in it for them? This point is the key point for marketing or positioning your webinar.
- Choose A Provider – This part gets a little tricky unless you are some multinational company that has servers and bandwidth to handle a gathering of individuals with streaming downloads. You want to have a provider that can provide dependable service, reliable service and some scalability regarding the numbers, ease of use (which platforms does it run on – be sure Macs can play) and finally the source is affordable. I am experiencing good things with GoToWebinar and GoToMeeting – which are offered by the same company. Look back at your first step to help decide which one works best for you.
- Present a Title with Curiosity – This is the number one attention getting point that will heavily influence the success or failure of the webinar. If the title is compelling it will drive the question – what is it? How do they do that? or a statement – I got to watch this one, they may have the answer to my problem. Capture their attention with a solution or a problem with an answer that is a current issue in their industry.
- Ease of Registration – Make it easy for a participant to joint the webinar. To often I see good webinars go unwatched due to how hard it is to register. An online system is best that is connected to an email system for confirmations and follow-up. Have as few number of clicks as possible – one click is best. Internet marketers know the importance of landing and squeeze pages that have one purpose – to get you signed up for the webinar.
- Get Your Attendance Up – The best method is to plan out your webinar schedules and begin a “drip marketing campaign” well in advance of the actual date. Start two to three months ahead of time. The reason for the early start is people have no extra time – so they need to schedule your webinar like an appointment. I’ve had emails with the Outlook calendar trigger – which places the event on my calendar for me. Oh, and if your offer is not exciting enough – offer a valuable bonus for signing up. Most people cannot pass up a deal.
- Give Exciting Presentations – Too often I see presentations that are detail heavy with no connecting the dots for application of concepts or theory or data. Make the time interesting and exciting – use techiques from neuromarketing. Include stories and drama in your presentations so people can see themselves in the story. That alone will increase your trust levels and rapport – and closing rates.
- Have a Complete Follow-up System – This is the most important and most overlooked step in the group. To often after the webinar there are no touches with the participants. Thank you notes (hand written), emails with added information or offers, phone calls for both follow-up to questions and scheduling sales appointments. It is time to be aggressive and assertive – proactive is also a good thing in follow-up arena. Make it count and create a win-win situation for everyone.
There you have the seven step process. By the way, one extra thing for getting more people to register for a paid webinar is to offer a video or audio after the webinar. Check with the provider since they have the systems to record both video and audio for you. These are then downloaded to you and you can set up a special download page or offer a link to the providers download page. The key point is this offer removes the barrier of “I may have to do a more important task on that date.” This eliminates or minimizes the negative impact of work schedules since it would be available – if they signed up for it. Again, more value and the offer lowers the fear factor of missing it.
In summary, follow the seven steps and deliver the webinar you have wanting to do -but didn’t know how. Just do it. The act of doing it gives you experience and the next one will be easier. I’m not a doctor yet you can trust me!
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Voss Graham is an Organizational Architect with 30+ years of experience designing sustainable business growth for organizations of all sizes.
Creating the Strategic Focus with the Executive Leadership Teams, he uses Systems & Process to ensure the Drivers for Business Growth are Executed at the Highest Levels. Voss is available as a Speaker for your conferences or company meetings – contact him at 901-757-4434 or use the LinkedIn or Facebook direct messages.