Webinars are a staple for businesses to educate, engage, and convert B2B audiences in a digital age. In fact, a whopping 91 percent of B2B professionals rank webinars as their favorite content format, and more than 54 percent take part in webinars at least once a week. Attendees and sponsors alike appreciate webinars for their specialized nature, interactivity and accessibility to industry experts. When executed well, webinars are a powerful tool for building brand authority, lead generation and fostering customer loyalty.
Tips for Success
There’s no question about it: webinars are a powerful marketing tool. They provide an effective platform for showcasing thought leadership and industry expertise. Additionally, they connect companies directly with audiences that are most interested in their products and services—providing powerful insights into their most pressing concerns. Webinars also provide valuable content for search engine optimization.
While the benefits are clear, planning and hosting a successful webinar requires careful consideration and attention to detail. Here are ten tips that marketing professionals follow:
1. Define your objectives.
Clearly define your purpose and the outcomes you hope to achieve. Some common objectives include educating participants, generating leads, introducing a new product or service or reinforcing your value to your audience. Once goals are defined, determine what content and format are most appropriate for achieving the stated objectives. For example, if lead generation is the key intent, create a sales-oriented presentation that highlights the benefits of your product or service, includes real-world case studies and features a clear call to action for attendees. On the other hand, if education is the primary objective, structure the webinar as an interactive workshop where attendees can build new skills and gain knowledge about a specific subject.
2. Choose your topic carefully.
Your theme is the cornerstone of your webinar’s success. The most effective and high-converting webinars address a problem or challenge that directly relates to the experiences of your defined target market. Consider timely issues, industry trends, new research or subjects that tackle common pain points faced by your target audiences. The more specific to participants’ experiences, the more relevant and credible you appear. Selecting the right topic also guarantees that your webinar content will contain relevant information that stimulates conversation and offers long-standing, actionable insights after the event.
3. Invite relevant panelists, guests and attendees.
It’s possible to conduct a webinar with only one individual at the helm who interacts and shares their expertise with attendees. A similar effect, however, can be achieved through a targeted explainer video, article or blog. On the other hand, webinars are all about interaction and engagement. It’s important to leverage the opportunity for real-time conversation to take full advantage of the webinar format. Make sure that your format and delivery invite conversation with co-hosts, panelists and attendees. Webinars can include several thought leaders within an organization as well as external experts who are well-known and well-respected in the field.
4. Consider working with a partner or outsourcing to webinar experts.
Some companies falsely assume that if they don’t have the knowledge or technology necessary to implement a webinar on their own, it’s not a viable marketing initiative. This simply isn’t true. Keep in mind that 51 percent of webinars use a basic webcam to record video, so an investment in extra technology often isn’t necessary. That said, there are several options for organizations that seek to leverage webinars without overextending the limitations of their teams or budget. If producing your own webinar isn’t an option, consider participating as a co-host, panelist or guest in a webinar hosted by a trade publication, association or other industry organization.
5. The title matters.
Titles serve as a first impression, a compelling headline, a call to action and a value proposition all in one. When balancing these many needs, nailing the title is critical. Make it compelling and concise to convey the value and relevance of the content to be presented. A captivating title can pique curiosity and build audience participation. Use tools like Coschedule’s Headline Studio to maximize your webinar title for greater SEO potential.
6. Pay attention to scheduling.
Much like a title, timing is a small but mighty factor when it comes to webinar attendance and conversions. According to Eventify, which surveyed professionals around the world about their availability for a 60-minute webinar session, the best time for webinars is universally considered to be between 10:00 a.m. and 12:00 p.m. Consider factors such as regionality, typical work and commute schedules, as well as the preferences of the thought leaders sharing their time and expertise.
7. Plan and practice.
Just like weddings, concerts, plays or other live events require planning and practice, so too do webinars. To set yourself apart from the 58 percent of B2B marketers who use webinars in their content marketing programs, develop and follow a checklist, rehearse, and make sure to work out all the kinks well ahead of time. To make your presentation as effective as possible, incorporate interactive elements such as polls and quizzes, include current and compelling statistics, and create attractive visuals. Be sure to allow plenty of time for an audience Q&A. Once your presentation is designed, share it with colleagues and ask for feedback.
8. Squeeze every ounce of knowledge out of your analytics.
Analytics provide a roadmap to improvement. It’s important to gather audience data through registration via a landing page, information capture form or other format. In fact, a webinar’s landing page often increases leads, with a conversion rate as high as 51 percent. Track attendance, engagement, click-throughs and additional sign-ups for product or service offerings such as your newsletter or a specific promotion. Analyze the data to identify genuine interest and leads from participants and to determine what worked and what needs improvement. Use these insights to refine future webinars for better results.
9. Commit to conversion rate optimization (CRO).
CRO is commonly discussed in relation to websites, but a webinar can be similarly leveraged for converting customers. In fact, the average conversion rate for webinar attendance is around 40 percent. If audiences are attending your webinar, they’re already interested in one of your solutions. This means all you have to do is guide them toward it. “In the simplest form, a conversion is an action taken by your website visitor in response to one or many calls to action (CTA),” writes Melih Oztalay of SmartFinds Marketing. “Test, test and test new ideas and options by using the tools that you have available and make the best-educated decision. If one thing doesn’t work, that is ok. Don’t get frustrated. Try again. You will find small results heading in the right direction will cost you less than trying to bring more traffic to the website.”
Conversion rate optimization isn’t just about what happens during the webinar. For example, prospects are 60 times more likely to convert if a webinar includes marketing materials afterward and webinars under 200 attendees have the highest audience conversion rate.
10. Distribute, repurpose and recycle.
Webinars are not a “one and done” event, and your live audience is only one part of the bigger picture. First, ensure you’re sharing a recording of your webinar after the event. Research shows that 47 percent of webinar views come within 10 days after the actual webinar, and 24 percent occur 20 days after the event. Be sure you share a recording with anyone who registered but didn’t attend and don’t forget to provide any materials that were provided during the program. Also, repurpose content from the webinar in articles, blogs, videos, social media posts and podcasts, leveraging the most valuable quotes from thought leaders to maximize their impact.
A Successful Webinar Event Keeps Giving
Hosting a successful webinar goes beyond simply presenting information. It’s about creating an engaging, valuable and memorable experience for your audience. By focusing on these tips for success, you can elevate your webinar game, build stronger connections with your audiences, and drive conversions that lead to business growth. Remember, a successful webinar isn’t just a one-time event; it’s a stepping stone toward heightened credibility, visibility and long-term success.
