12 Tactics That Take Webinars From Good to Great, According to HubSpot Marketers


In 2020, with conferences and occasions going digital, quite a few manufacturers world wide have closely embraced webinars. 

Together with permitting entrepreneurs to teach audiences about matters associated to their model, webinars may also supply main lead technology advantages.

However, whereas quite a few profitable advertising and marketing professionals make creating webinars look straightforward, there’s really a hefty quantity of labor that wants to enter planning them with a purpose to see strong engagement.

The lead-up to a webinar requires different sides of inbound to come back into play — all the things from getting a speaker to hitch the webinar, to planning weblog and social posts to advertise, to growing the precise matters and focus for the occasion.

At this level, you is perhaps asking your self if there is a guidelines that may help you in your webinar planning.

Properly, look no additional. Beneath, I’ve outlined 12 techniques you must concentrate on to make sure you and your group are absolutely ready to placed on a high-quality, profitable webinar.

Learn how to Put together for an Participating Webinar

1. Work together along with your viewers by promotions earlier than the webinar.

In case your viewers would not learn about your webinar or is not excited in regards to the subject, they will not join. 

Remember to tweet in regards to the occasion, write weblog posts selling it, and provide you with different artistic methods to share it on-line. To interact attendees — even earlier than your occasion, your promotional messages, similar to social posts or emails, can ask for folks to submit their questions or feedback beforehand.

Additionally, when you have some kind of webinar giveaway or particular function in the course of the webinar, flow into that data to additional differentiate your webinar from related occasions held by opponents.

For instance, we as soon as gave out tickets to INBOUND, our inbound advertising and marketing convention, to an individual who tweeted our webinar’s hashtag earlier than, throughout, and after the webinar. This helped us get audiences to take part in promotions on high of our different advertising and marketing efforts. 

For extra on selling webinars and different digital occasions, try the following pointers from HubSpot specialists.

2. Create an eye-popping slide deck.

To maintain an viewers engaged for 30 minutes to an hour, you will want to provide them one thing good to have a look at. So, make your slide deck is visually interesting.

Create image-heavy slides that relate to the subject you might be discussing. Utilizing copy on slides is okay — if performed appropriately. Do not merely write a paragraph on a slide in black and white. As a substitute, ensure that the copy provides to the presentation. Stick to 1 coloration palette all through the webinar deck, and take a look at to not make it too busy. 

Have a look right here to see what a blase, paragraph-only slide seems like (on the left) and what one with coloration and pictures (in different phrases, one which’s received some life to it) seems like (on the correct):

engaging webinar slide deck with images

3. Dedicate a hashtag to your webinar.

As talked about within the first part, you may think about using a hashtag by the webinar advertising and marketing course of that’s distinctive to your digital occasion. Utilizing a lesser-known hashtag or making a model new one will assist guarantee all tweets with the hashtag are about your webinar.

For instance, we used #TwitterQA for a previous webinar that featured a Q&A with an Twitter government. In eventualities like this, we use a webinar hashtag effectively earlier than the webinar to create a neighborhood of individuals with one thing in frequent. Throughout the webinar, we use the hashtag to work together with the viewers, reply technical questions, and collect questions for the Q&A portion.

Lastly, after the webinar, we use the hashtag to comply with up on any unanswered questions and ship extra data. 

4. Search a number of thought leaders or specialists to current.

Nothing is worse on a webinar than a monotone speaker who places the viewers half asleep. Choose a webinar host who’s personable, energetic, and an professional within the subject you propose on discussing.

Moreover, when you have a couple of speaker, have them play off of one another, making the webinar a dialogue as an alternative of two completely different monologues.

If you’ll be able to entry specialists in your trade, or thought leaders with larger followings on platforms like LinkedIn, you must also take into account together with them in your webinar.

Leveraging specialists will make your occasion extra attention-grabbing to your viewers and will additionally pull in listeners which have adopted that specialists work. You may moreover leverage these folks for on-line co-marketing techniques earlier than, throughout, and after the occasion. 

5. Meet with all of the audio system beforehand.

For an additional easy webinar, take into account internet hosting a fast assembly that may permit you and different webinar panelists to stroll by the webinar subject and get to know eachother. 

Juliana Nicholson, a HubSpot Program Supervisor who’s been concerned with quite a few webinars together with our Adapt collection, strongly encourages a get collectively like this earlier than you launch the occasion.

“Haven’t got the primary time your host and panelists meet be the day of your webinar,” says Juliana Nicholson, a HubSpot Program Supervisor. “Arrange a while forward of the occasion for the host and audio system to get to know one another, and run by day-of particulars.”

Nicholson, who most not too long ago deliberate webinar content material for our Adapt 2020 collection, explains, “Every thing from announcing folks’s names to figuring out who to name of first for every query will really feel much more easy day of, for those who observe beforehand.”

6. Leverage speaker and firm social media handles in your promotions.

Whereas the webinar is being run by you and your group, you will nonetheless need to permit your viewers to work together with the speaker(s) as effectively, so you should definitely make their Twitter deal with(s) recognized, each in your promotions, in addition to all through the webinar presentation.

Not solely does it give a private contact to your webinars, but additionally consider all the brand new followers you might get!

7. Have no less than one host or moderator.

Getting a number of audio system to hitch your webinar can actually liven the dialog, however that convo can lose monitor fairly shortly if nobody is assigned to average the dialogue.

Merely put, a webinar host might help with the stream of the presentation. This particular person introduces the audio system, asks any questions that come up in the course of the webinar or Q&A, and concludes the occasion. If any issues come up, this particular person can tackle them simply, with out inflicting the audio system to get off-topic. 

8. Leverage various kinds of media in your webinar.

To maintain audiences engaged in the course of the occasion, you must think about using a wide range of media varieties to your webinar.

Do you’ve gotten a brief video or animation that may assist your show your level? Does sharing your display screen briefly assist get a degree throughout? Would a downloadable guidelines assist your viewers comply with alongside along with your dialogue? Take into consideration how one can complement your webinar with different types of media, both throughout or after the webinar.

Lately, we hosted a webinar with Man Kawasaki that was 100% screen-sharing. Man walked us by his day by day social media actions, all the way down to how he takes screenshots and posts them on Twitter! Speak about a extremely interactive webinar. 

9. Take into account different viewers engagement methods. 

With webinar platforms increasing their options day by day, there are actually many extra methods to have interaction your audiences than there have been up to now. For instance, many platforms let audiences remark with questions, vote in polls, or take quizzes in the course of the webinar. 

As a moderator or webinar planner, get artistic and take into account methods to leverage these components so your viewers would not really feel like they’re passively listening to audio system quite than participating with them. 

“Do not let viewers engagement be an afterthought. Know the way and if you need to interact the viewers,” Nicholson advises. “Will you’ve gotten formal Q+A? How will folks submit questions? When will you reply these questions? All this must be pre-determined and clearly communicated to set your attendees up for a superb expertise.”

10. Carry out thorough audio and video checks.

Even in at this time’s world, technical issues occur with software program. Do your finest to keep away from them when on the air reside by testing your webinar platform forward of time.

For instance, you may not understand it, however your pc’s sound could possibly be muffled, or your headphones may forestall folks from listening to sounds performed in your display screen. That is why you will need to do no less than one sound examine earlier than you current.

Equally, you will additionally need to be sure you choose a workspace with good lighting.

“It is higher to have attendees be entrance lit (assume a desk lamp) than again lit (assume sitting in entrance of a window) to keep away from shadowy faces and glare-y viewing experiences,” says Nicholson.

Moreover, you must also troubleshoot for extra sudden technical slip ups. For instance, if you are going to be sharing your display screen or switching controls, have a pre-webinar dry run the place audio system can observe earlier than doing it reside.

In the end, it is all the time finest to search out out the place errors may happen earlier than the precise webinar so you do not waste your time or that of your visitor speaker(s).

11. Take time zones into consideration when scheduling your occasion.

When selecting a time to host your reside occasion, remember that not everybody will likely be in your time zone. HubSpot is situated in Japanese Commonplace Time, so we attempt to host webinars at a time that works for different areas across the nation and throughout the globe.

For instance, although 1 p.m. to three p.m. EST usually works for us, it might not go well with our European viewers effectively, so we’ll must discover a time that works for each of us.

Nicholson additionally means that entrepreneurs ought to “make it clear in case your webinar will likely be recorded and that by signing up somebody will get that recording. You may enhance conversions even when somebody cant attend reside.”

12. Host your webinar in a quiet, non-distracting workspace. 

Do not underestimate the significance of the bodily location of your webinar. I sit subsequent to a gross sales group who’re on the telephone all day. If I attempted to host a webinar from my desk, the viewers would hardly be capable to hear me! Thus, I ensure that to discover a quiet (sound proof is even higher) room elsewhere within the workplace.

When you have a number of folks talking in the identical room, ensure that to have a high-quality speakerphone. To keep away from any technical issues, I keep away from utilizing the wi-fi web when in any respect potential and take a look at all the things beforehand.

Planning the Excellent Webinar

Sure, it takes a lot of time to plan a webinar, however the advantages may simply be price it. As you propose, remember that many of the tips about this checklist intention to spice up viewers engagement.

Whereas an informative webinar is a superb begin, sharing a primary lecture along with your attendees may not minimize it. Your viewers will pay attention extra actively, benefit from the content material extra, and proceed signing up for webinars in the event that they really feel engaged all through the occasion.

For extra webinar ideas, try this final information. In the event you already assume you are planning nice webinars, however do not know the place to start out with selling them, try this submit with ideas from HubSpot advertising and marketing specialists

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