The webinar is a powerful marketing tool that allows companies to create high value-added content with interactive exchange and, more broadly, to reach new prospects.
In addition, it allows for greater flexibility with regard to the organization of physical events by avoiding the problems of costs, travel and logistics. In this guide, we provide you with the essential keys to a successful webinar.
1. Upstream: establishing the webinar strategy
To make your webinar a success, you need to define a strategy that will allow you to reach your target. Begin by asking yourself about your target's expectations/needs and identify the objectives that your webinar must meet.
Let's take the example of a company that wants to present its services/products. The content delivered within the webinar will have to inform and explain the product/service by using studies with key figures, but also advise the target by delivering good practices and guides.
In short, the organization of a webinar is the result of a solid strategy to attract visitors and convince them that the service/product will address their problems.
a. Choose a format adapted to its target
Keep in mind that each webinar is tailored to the company's target audience. If the company is targeting new prospects, in this case the webinar will have to demonstrate the relevance of the product or service proposed and product demonstration will be preferred.
If the company is targeting its current customers, the webinar will aim to train customers in the proper use of the products: product training will be emphasized.
If the company is targeting influencersthe webinar will aim to make the brand visible by attracting a wider audience (the influencer's audience). In this case, the form of the interview will be favoured, for example to involve the expert/influencer.
Depending on your target and the audience concerned, you will not conduct the same type of webinar.
b. Preparing quality content
Your webinar must be of high quality both in content and form.
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Once you have identified the questions/needs of your target, deliver the answers adapted to your target. The titles of your presentation should be relevant enough to hold the attention of your audience throughout the presentation and from the time of registration. Here are a few examples of effective webinar titles: "How to write effective content for the web", "How to write effective content for the web", "How to write effective content for the web", "How to write effective content for the web". "or "Optimize your Google Ads campaigns in 3 steps", "Adapting to new CSR challenges".
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Avoid overloading your presentation slides with too much information. Insert visuals to make your presentation come alive. Throughout the webinar, address your audience directly by reading questions asked in the chat and speak directly to the person who asked the question. This way, you'll keep their attention until the end! Remember to ask your voice and speak clearly so you don't lose your audience.
c. Test the tool: example of 3 high-performance tools
A successful webinar is done on a tool you master! Below we present three powerful tools, but there are many others on the market.
This tool offers many functionalities and is accessible online without downloading. This software can accommodate up to 500 participants (depending on your subscription). On Livestorm, you will be able to co-facilitate your webinar, share your screen, pre-record it if necessary, do live polls, access the chat, connect other applications such as Google Analytics, Slack, YouTube, Salesforce, Hubspot, MailChimp, etc. The advantage of this tool is that it allows you to manage your contact databases, emails, invitations and reminders and integrates easily on a page of your website for example here.
Depending on your subscription, you can invite between 100 and 2000 participants to GoToWebinar. This tool is not free, but it's very powerful. At the end of your webinar, you will be able to consult a report to better know and understand your audience. With this software, you will be able to create a landing page, send invitations and configure all the technical aspects of the connection.
This tool allows you to accommodate between 8 and 100 people. You will be able to record your presentation to replay it for your audience who would like to see it again or for other visitors.
d. Promote the webinar on all communication channels
Once you have established your content and tested your tool, you now need to promote your webinar to let attendees know the date and time. Start by creating a landing page on your website to present the topic of your webinar and give all the essential information (speakers, date, time, software used).
The purpose of this landing page is to convince visitors to register for your webinar, so don't hesitate to make it as attractive as possible and personalize it by adding the speakers' pictures for example. Don't forget to indicate if the number of places is limited.
Finally, promote your webinar by indicating the URL of your landing page so that participants can easily register. If you invite speakers to your webinar, ask them to promote it on their own social networks as well.
2. During the webinar: engaging your audience
A successful webinar when the audience is engaged. The functionality of the chat is essential and should not be overlooked, as it is a means of facilitating exchanges with the audience and inviting them to react to the information delivered. To engage your audience, address participants directly, encourage them to ask questions in the chat, share your screen to deliver a clear and visually appealing presentation, launch a live poll or allow room for a surprise speaker or guest. Remember to take at least 10 minutes at the end of the presentation to answer questions in the chat if you did not do so during the presentation.
a. Listening to your audience
Within your audience are potential customers. During your presentation, listen to your audience in order to identify the most committed participants: note the reactions, the number of interactions, etc. You can then repeat them at the end of the webinar. If you are not comfortable analyzing your audience during the presentation, you can rely on an analysis tool that will survey the audience live for you.
b. Thank and reschedule
You have completed your web conference, congratulations! It's time to gratefully thank your audience for taking the time to listen and interact with you. Encourage your audience to come back to you by suggesting a new appointment (next conference, open house, next product release, etc.) and remind them of your contact information (social networks, email address, phone number, etc.).
At the end of the webinar, specify that you will leave the presentation accessible in replay for all those who wish to see it again or who were unable to attend.
3. After the webinar: extending the experience
During the web conference, you were able to identify the most invested participants: they are qualified prospects (therefore the closest to buying). Propose to them to extend the experience by offering them a personalised appointment in order to complete the process of convincing them to use your services/products.
For the other participants, mark your difference by offering them the "little extra" after the webinar, for example a summary of the webinar in the form of computer graphics, a video with additional content or even offer them a white paper.
Finally, don't forget all the people who registered for your webinar but did not participate... Send them an e-mail to suggest them to watch the replay.
a. Broadcast the replay of the webinar
Not everyone who registered for your web conference was able to attend on the day. Communicating the webinar replay link will enable you to satisfy participants and build loyalty, establish contact with registrants who were unable to participate, reach a new audience (those who were not registered), invite new prospects to register for future content.
b. Analyze the metrics of your webinar
Clearly, organizing a webinar is nothing without feedback. Evaluate the quality of your webinar by analyzing different metrics:
- Conduct a survey to find out if the quality of your webinar was satisfactory.
- count the number of interactions of your participants on the chat room
- assess the number of survey responses in relation to the number of participants
- identify the sources of traffic acquisition to your webinar (URL tracking, social networks, blog posts, etc.).
- measure the registration rate for your webinar and the actual participation rate
The webinar is a powerful marketing tool that allows you to establish a privileged contact with your target audience. A successful webinar knows its target's expectations and provides them with concrete answers. It is also a web conference for which the target has been sufficiently communicated in advance on all its communication networks. The chosen tool must also be carefully chosen to welcome all participants when the time comes. Finally, the webinar allows a brand to position itself as an expert on a theme, to increase its notoriety and to attract qualified contacts.