Thursday, August 11, 2022

The Basics of an Effective Webinar

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As digital learning and conferencing become the new normal method of sharing information, many companies and individuals turn to webinars as a means to directly communicate with their audience without risking putting people’s safety in jeopardy. 

Webinars are great because everyone gets something out of it. Attendees gain knowledge or added skills while the organizers either profit from the fees, gain new leads, or are somehow able to promote their products or services.

Needless to say, there has been a big spike in webinars since the start of the Covid-19 crisis. In an article published by the Australian business news website, Dynamic Business, Jeff Downs, CEO and Founder at Redback Connect, says, “Webinars remove geographical boundaries and are a cost-effective way to engage large, dispersed audiences over time. With social distancing the ‘new normal’ at least until the end of the year, we expect webinars to make up a large proportion of communication between organizations and their stakeholders throughout the 2021 financial year.” 

But with almost everyone jumping on the bandwagon, how do you make sure yours stand out and are able to serve its purpose? 


Set very clear objectives and specific audience


One of the things that make webinars such effective communication tools is that they are very specific–this means that, more often than not, the attendees are part of a certain community or practice the same profession. That said, these people are more easily persuaded to attend online seminars if they are offered very specific information that can be valuable to their practice or business.

And this is why it’s important to know very well what you want to get out of your webinar before anything else–because having very clear objectives serves as a good compass for you to know who you want to talk to and what you can offer to get them to attend. It will also help you set key performance goals for your webinar–allowing you to better measure its efficacy later on.


Choose an entertaining authority as a speaker


With eroding attention spans, the lack of physical presence, and potential distractions both on your attendees’ physical and web surroundings, your webinar needs to be extra hardworking if you want to keep people’s attention. Remember that whatever knowledge you’re offering them is only good if they are actually able to absorb it. This is why it is very important to secure speakers who not only bring valuable information to the table but also are able to deliver knowledge in a way that it won’t bore your audience. 

Keep in mind though, that what could be entertaining for millennial marketers may not be as entertaining for gen x doctors. Again, it really helps to understand who you want to talk to so that you can tailor everything in such a way that everyone feels like they got something out of your webinar.


Prioritize interactivity


Sometimes the best way to get a message across to someone is not by flashing graphs or reading it to them, but by having them participate in activities that allow them to somehow experience the message.

Interaction between attendees or between the speaker and the attendees is one of the most important things to consider if you’re thinking of putting together an effective webinar. Think of the best, most fun ways you can get participation without going off track. Think how often this needs to be done (because there is also such a thing as too often). Think how you can use interactivity to get further insights about your attendees–insights you can use later on to create future (and hopefully, more hard-working) webinars. 


Work with experts


No one person can build an effective webinar. Given the amount of work that needs to be put into one, it’s advisable that you work with people who specialize in the different areas that need to be covered to ensure quality output. Get a production team to handle the program and all the technical aspects. Collaborate on marketing initiatives. Have an experienced artist work on the designs. Make sure you have someone focusing on getting sign-ups, sending out reminder emails, and a different person working on securing sponsorships. 

Did you like this article? Have any suggestions or topics you’d like us to cover? Feel free to comment below or send us a message. We’d love to hear about your thoughts.

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