Recently, we posted about how you can use webinars as part of your overall content and digital marketing plan to not only boost your brand awareness and increase your customer base but also to use a webinar improve your SEO. Now, we’re going to make sure you know how to create webinars that leave your audience coming back for more. It’s just six simple steps that once you get down, you can repeat again and again to create a library of useful content for customers and prospects alike.
Start with the Content
The content, of course, is the main focus of the webinar, so it needs to be on point if you expect it to go over well with your audience. Choose a specific pain point that your attendees are dealing with and provide solutions to the problem. Keep things precise, because your audience is looking for something beyond, “visit my website for more.”
If you’re struggling to find the right angle, think about how the product or service you’re offering solves problems for your target customer. You can use webinars to build your customer base, to educate them, so you position yourself as a credible and trustworthy source, and to demonstrate how to use your product or service.
For example, if you’re selling products to dog owners, you could host a webinar with tips and tricks to help dog owners learn how to train their dogs to do specific skills or methods to breaking bad habits. You could also demonstrate your invisible fencing product or other items you have that will help them keep their dogs secure and safe.
Knowing how you will use the webinar will guide the content and the promotion strategy.
Create a Delivery Outline
If you hand three people your webinar content, those three people would each deliver it in their way. If you’re the one providing the webinar, it’s a good idea to create an outline based on whatever delivery method you’re comfortable with. The framework is recommended because if you try to deliver it without any notes, it will be easy to get lost, and if you attempt to script the entire thing, you could come off as though you’re just reading from a piece of paper. Since you want to keep things as natural as possible, it’s best to keep it from coming off as too scripted.
In this outline, make sure you have a few minutes at the start of the webinar to introduce yourself and anyone else who is delivering the content with you. Share the kind of experience you have, and be energetic. In your introduction, you should make sure the audience knows you love what you do, and you enjoy talking about it.
Make Sure You’ve Got Good Equipment
You don’t have to spend thousands of dollars on a fancy camera and microphone, but you’ll want to make sure you have something of quality. If the sound quality is poor, your resulting webinar could be poor quality, and if that’s the case, your viewers could translate your brand as poor quality, too. In addition to proper equipment, you’ll also need to make sure you have a reliable, high-speed internet connection if you’re planning to do a live webinar. If the connection isn’t stable or is too slow, you’ll run into issues with playback, which will affect the recording you can save and send to people later.
Pre-Recorded or Live
You can pre-record your webinar and have it look like a live one. This is a good option if you’re looking to automate more of your business. It’s essential to recognize that not all webinar platforms allow for this function, and those that do may or may not be in your budget.
If you do decide to pre-record your webinar, it’s a good idea to do it live and then record it, so the energy level is higher and you’ll carry the “live” feeling over to the recorded version. You can go to the live version without having any attendees – behave as if attendees are watching during your recording process.
Choose Your Platform
With everything else in place, you’ll now have to choose your platform. Options include:
These platforms vary in terms of features and pricing. Not all of them allow for webinar automation, though. Depending on the number of attendees you’re expecting, and the features you’re looking for, you should find the right provider in this list. Paid plans will come with a free trial, so you can give it a shot to make sure it fits your needs before committing to financial investment.
Promote, Promote, Promote
For maximum benefit, you’ll want to have the webinar ready to go before you host it. Plan a marketing campaign explicitly designed to drum up interest and curiosity in the webinar itself, and give yourself at least a month to promote it. Promote it on your social media channels. Use paid ads to drive traffic to a landing page where people can sign up to join your email list and be reminded of the webinar the day before, or an hour or so before it starts. Use a snippet of the webinar content to create a preview you can use to market it on video sharing platforms like Facebook and YouTube. Remind people of the value they’ll get from attending live, rather than waiting for you to release the recorded version after the air date and time. We’ll be covering webinar promotion ideas in another blog post, so keep an eye out for that soon.
Have you used webinars before? What kind of impact did it have? If not, what’s holding you back? We can help you learn to leverage them for an extra SEO boost.