webinar platform<\/a><\/strong>. They can cost anywhere from a peanut to an arm and offer just as wide a set of features. The features you need today and will need in the very near future should influence your choice.
<\/p>\n\n\n\nEnsure the platform supports mobile devices. Over 25% of your attendees will be joining from phone.<\/strong>![\"\"](\"https:\/\/ctc-digital.com\/ctc2022\/wp-content\/uploads\/2020\/08\/1logo.png\")
<\/p>\n\n\n\n10. Standardize brand guidelines<\/strong>. Colours, fonts, background, logo placement, brand introduction etc. As the line between office and working nooks at home blurs, these become hugely important.
<\/p>\n\n\n\nIf designing the background at home, keep your back towards the wall & face the room. That way, you only need to stage manage the wall instead of an entire room. Keep your light source and camera up and in front to paint a flattering little picture of yourself.<\/strong><\/p>\n\n\n\n11. Create essential roles<\/strong> for Project Webinar. You don\u2019t need a buzzing team at your disposal. Find just one additional human to share these responsibilities with.
– Marketing & promotion<\/strong> – responsible for launching promotions on time or to liaise with your digital marketing team to get this done
– Audience engagement<\/strong> – before and after the webinar
– Back end support<\/strong> – responsible to launch polls, respond to chats, liaise with live audience; especially needed during the webinar if your format is Q&A or panel discussion
– Content developer<\/strong> \u2013 for your webinar presentation plus promotions and after event engagement will need dedicated time and focus from you or another expert
– Host\/s or Speaker\/s<\/strong> – may be the same person or different people<\/p>\n\n\n\nSharing the load of presenting your webinar with a co-host creates scope for conversation, banter, and fun. All in all, two engaging hosts are better than one engaging host.<\/strong><\/p>\n\n\n\nStep 3 \u2013 DEVELOP the content<\/strong><\/span>
In spite of all the professionalism you will exude after nailing items in DESIGN phase, your audience is not likely to come back if the content of that 1-hour webinar has them OD-ing on caffeine – or thoughts of caffeine. Be sure to put in your most creative, your most strategic head here. <\/p>\n\n\n\n1. Give your webinar title<\/strong> a thought. It drives your registrations after all.
<\/p>\n\n\n\n \u201c\u2026 for new businesses\u201d; \u201cQuality Tools for modern shop floors\u201d \u2013 titles referring to profession, goals, interest, hobbies of your target group have proven to be effective to hook attention.<\/strong><\/p>\n\n\n\n2. Structure<\/strong> the content. Like a Table of Content or Index. It will help you build a smooth and logical flow, and allow your audience to navigate better as you speak.<\/p>\n\n\n\n3. Use this structure to design a compelling landing page<\/strong> for your registrations.<\/p>\n\n\n\n4. Go through your registration responses<\/strong>. Note their workplaces, cities, interests, problems they want to solve. Weave them into your content. And into your script. Address them before the Q&A section.<\/p>\n\n\n\n5. You don\u2019t want to sound like a cloyingly polite sales rep with a hidden agenda. So, keep your main points, the tips & tools you\u2019re teaching absolutely distinct from the selling pitch. Handle that as a separate \u201ccall for action<\/strong>\u201d section after.<\/p>\n\n\n\n6. Ensure your slide deck<\/strong> is clean and contemporary. It conveys your ideas well and is predominantly visual. Document design for marketing and sales is a skill. If that\u2019s not your area of expertise, you\u2019re better off engaging with an expert.
<\/p>\n\n\n\nA quick search on \u201cPresentation Templates\u201d will give you bazillion choices of free or paid versions. Some with rather neat designs you can customize to your brand
guidelines.<\/strong><\/p>\n\n\n\nStep 4 \u2013 IMPLEMENT the Webinar<\/strong><\/span>
Now, is the time when you serve the dish you\u2019ve so laboriously created in your little Michelin Star kitchen. <\/p>\n\n\n\nBefore the D-day, ensure that you:
– Practice. A lot of webinar platforms allow you to launch a practice instance. Utilize that to nail your script. Do this especially thoroughly if the webinar has more than 1 speaker
– Practice launching of polls, typing in timely responses to the chats etc with your backend support buddy
– Check visuals, lighting, background, audio, internet speed<\/p>\n\n\n\n
Aim for internet upload speed of over 5Mbps to host a smooth webinar. You can test your upload speed at SpeedTest.net.<\/strong><\/p>\n\n\n\nOn the D-day, ensure:
– You and your team launch the webinar at least 30 minutes in advance
– You get the fundamentals right – start and end on time; look professional and relatable; smile; mind your Ps and Qs
<\/p>\n\n\n\n
Once the event is over, send a Thank You note within 24 hours. In this, consider including:
– Highlights of the webinar
– Short (not more 3 questions preferably) feedback questionnaire
– Questions to seek opinions on what they\u2019d want to know more about, and what would encourage them to be a part of the next one<\/p>\n\n\n\n
Step 5 \u2013 EVALUATE Results<\/strong><\/span>
The feedback forms \u2013 if your audience does respond, will give you food for thought. And if you\u2019re lucky, a clear direction towards your \u201cwhat next?\u201d. But effective measurement of ROI is a different league. And, nope, it\u2019s not for the weak hearted. Especially if your webinar is about customer-education. Or product-demos near the bottom of the funnel but not quite the last touch in your buyer\u2019s journey. Even when sales is the ultimate goal, there are several ways to handle webinar ROI.<\/p>\n\n\n\n–<\/span> Number of registrants <\/strong>– use this metric monitor growth of your webinar audience and topics that attract the most attendees
–<\/span> Attendance rate <\/strong>– how many registrants actually attend the webinar
–<\/span> Engagement\/interest rate<\/strong> – hidden behind proprietary algorithms of webinar software, it\u2019s an indicator of how engaged your audience is. A high engagement rate could potentially mean high leads
–<\/span> <\/strong>Number of generated leads<\/strong> – knowing how many leads can be attributed to the webinar (or any marketing channel) is powerful \u2013 a good CRM can help you that; for small to medium businesses \u2013 a quick post sales survey can help too
–<\/span> Revenue per lead<\/strong> – understanding value of a lead helps measure ROI of that channel. If a lead is worth $500, the webinar production cost is $250, and it generates two leads – you have a return of $750 for your investment in the webinar.<\/p>\n\n\n\nDecide which metric is most relevant for you at the beginning – during the ANALYZE stage and make it known to your team. This ensures everybody puts in concentrated efforts towards a common goal.<\/strong><\/p>\n\n\n\nIn conclusion<\/strong><\/span>
The ability to craft a great webinar and take it to the right audience can be life-changing – for you and your business. Nail the planning and give yourself a 30-day period to launch your first one. Download this checklist + scheduler + ROI calculator<\/em> designed by the marketing nerds at CTC to help you stay you on track.<\/p>\n\n\n\n\n
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