There are many moving pieces in running a webinar but they are a great way to generate demand when done right. Generally it's not for the top of the funnel but better suited for the mid section as there is time commitment vs just a video they can consume on demand. It has many of the benefits of an in-person event but available to a wider audience as a lower cost. It let's you showcase your expertise through presentations and Q&A.
Here's a list you can start with to customize for your needs so you don't miss anything. Sometimes getting some tactical detail really help flesh out what needs to be done in practice.
1. Plan Webinar
When organizing a webinar, it’s essential to have a clear vision of your objectives. Consider what you want to achieve—whether it’s boosting brand awareness, generating demand for your sales funnel, or achieving other specific goals. Next, set measurable targets, such as the desired registration count and marketing-qualified leads (MQLs), while also allocating an appropriate advertising budget.
Understanding your target audience is crucial. Identify their industry, roles, and geographical locations. Delve into their pain points and challenges—what resonates with them? Show how your organization provides practical solutions that address these issues.
Selecting a compelling topic is pivotal. It should align with your audience’s interests and needs. Additionally, consider inviting guest speakers who can enhance the content, engage participants and add credibility.
Lastly, choose a suitable date and time. Factor in your audience’s availability and preferences. Finding a time slot that accommodates their schedules ensures maximum participation and impact.
Remember, a well-planned webinar can drive engagement, foster connections, and deliver valuable insights to your audience
2. Content Creation
It's important to stay organized to be able to find your source materials in the future or for collaboration. Begin by creating a central repository for all materials related to your webinar. This includes resources not only for the current webinar but also for future ones.
Develop a robust webinar content framework. Whether it’s a detailed script or a concise list of key points, prioritize this step early in the creative process. Too often, organizations focus on titles and descriptions first, which can hinder the content’s evolution. Remember that content is dynamic and should evolve until it’s finalized.
Leverage AI writers like copy.ai to assist in creating content for supporting slides or scripts for video segments, etc. Ensure that the content is informative, practical, and tailored to your specific audience and webinar format.
Fully Recorded Webinars: These webinars are pre-recorded and can be easily scaled. While they lack the spontaneity of live sessions, they provide a consistent experience. However, be mindful that they may feel less authentic.
Live Webinars: Live webinars are what most participants expect. They offer real-time interaction and engagement. However, hosting live sessions requires practice for smooth delivery. Be prepared for audience questions and potential rabbit holes.
Hybrid Webinars: In hybrid webinars, the main content is pre-recorded, but you also include a live Q&A session at the end. This format balances professionalism with audience value. It allows for deeper dives into details or related topics.
Don’t overlook the post webinar CTA (Get more info, schedule a meeting/demo, etc) slide within your webinar presentation. Include a QR code that directs participants to follow-up actions. Make it easy for them.
3. Schedule Outline
When planning a webinar, it’s crucial to organize the flow of content effectively. Here’s how you can create a high-level schedule that ensures a seamless and engaging experience for both speakers and attendees. Break down the webinar into time segments. Identify key components of the show, including introductions, featured presentations, panel discussions, calls to action (CTAs), and live audience interactions.
Clearly assign responsibilities. For instance:
Introduction (5 minutes): The host welcomes participants and sets the context.
Featured Speaker Presentation (20 minutes): Dive into the core content—the “Meat and Potatoes.”
Panel Discussion Interview (20 minutes): Engage panelists in dynamic conversation.
CTA (5 minutes): The host provides additional information, summarizes key points, and directs attendees to relevant resources.
Live Audience Q&A (10 minutes): Utilize the webinar chat feature for real-time interaction.
Tip: Include Essential Details:
Make this rundown shareable with all guest speakers. They should be aware of their allocated time slots and roles. Always include the date and time of the webinar. Additionally, prominently share the registration link for easy reference so they can share with their teams and contacts.
If your webinar includes a panel discussion, write out interview questions ahead of time. Share these with panelists to ensure a cohesive and engaging conversation.
4. Bill of Materials (Promotion BOM)
When preparing for a webinar, it’s essential to compile a well-organized “Bill of Materials” that encompasses all promotional elements as you want to "get the word out" across as many channels as possible with minimal effort. Here’s how you can create an effective BOM:
Branding and Headline:
Begin by considering branding elements. If your webinar has its own branding or involves co-branding, ensure consistency across all materials.
Craft a compelling webinar title that grabs attention and sparks curiosity. A well-crafted title acts as the subject line of an email, enticing participants to learn more.
Webinar Description:
Create a document where you outline everything related to the webinar. Include:
Headline: A concise and impactful introduction.
Tag Sentence: For easy social sharing.
Compelling Paragraphs: Set the stage by explaining why the topic is relevant. Highlight what participants will gain (value) and introduce the credible speakers.
Bullet List of Takeaways: Clearly outline the practical tips and key insights attendees can expect.
Keep the language short, snappy, and scannable for maximum impact.
Call to Action (CTA):
Consider how participants will register. Provide registration details and emphasize whether the webinar will be recorded for those unable to attend live.
Attendee Benefits:
In your attention-grabbing webinar description, clearly communicate the value and benefits of attending. Think of this as the content of an email before the actual CTA.
Highlight the key takeaways and the transformation participants can experience. Practical tips and actionable insights are essential.
5. Webinar Session Setup (Technical Requirements)
When preparing for a webinar, ensure a seamless experience by addressing the following technical aspects: Session Setup:
Depending on your chosen delivery format and hosting platform, create the webinar session. Set up the virtual space where your content will be presented.
Webinar Presenters and Access Rights:
Identify your presenters and grant them the necessary access rights. Ensure they have the permissions to manage the session effectively.
Webinar Sign-Up and Supporting Pages:
Develop a compelling sign-up page for participants. Include speaker profiles, relevant information, and a clear call to action (CTA) for registration. Consider creating supporting pages that provide additional context, such as the importance of the topic and what attendees can expect.
Webinar Calendar Item (for Other Platforms):
If your platform supports it, create a calendar item for the webinar. This helps participants remember the event and plan accordingly.
Webinar Automation and Emails:
Set up automation for various email communications:
Invitations: Send out invites to registered participants.
Auto Responders: Acknowledge registrations and provide essential details.
Presenter Questions: You could have included a form in the registrant reminder emails for questions for the presenters. This helps avoid surprises during the live session.
Reminders: Send timely reminders leading up to the webinar.
LinkedIn Event Creation:
Leverage LinkedIn by creating an event for your webinar. Invite up to 1,000 targeted connections for free. This expands your reach and encourages engagement.
Automated Recording Setup:
To avoid forgetting, set up automatic recording for your webinar. This ensures that valuable content is captured even if you get caught up in the live session.
6. Dry run (day before)
Do a test run of audio and visual quality and interactions the day before with presenters so they also get familiar with the order of operations and to help them become at ease. Go over the Schedule Overview in step 3. This is also a good time to share any question collected from Registrants.
7. Promote
Now that you have everything setup and ready for registrations, it's time to promote your webinar. Read the post on "How to Create a Comprehensive Checklist to Maximize Reach in Content Marketing". Here are some tips on maximizing your reach through other mediums:
Extend your webinar's reach by utilizing blogging platforms to write engaging articles related to your webinar topic. These articles can serve as teasers, providing valuable insights that leave readers hungry for more. Don't forget to include links to your registration page, encouraging readers to sign up for the full webinar experience.
Visual content is powerful when it comes to capturing attention. Create visually appealing graphics or videos to share on platforms like Instagram or YouTube, promoting your webinar. Infographics, short clips, or sneak peeks can generate excitement and intrigue potential attendees.
8. Final Prep
As you approach the webinar date, focus on these critical steps to ensure a smooth and impactful session:
Minimum Registration Count:
Determine if there’s a minimum registration count required for the event to proceed. Be prepared to make an informed decision—whether to proceed or consider rescheduling.
Content Finalization:
Review and finalize all content elements:
Slides: Ensure your presentation slides are polished and aligned with your message.
Videos and Audio: Check that any multimedia components are working seamlessly.
Apps or Tools: If you’re using specific applications, verify their functionality.
Rundown and Interview Questions:
Refine your webinar rundown as needed. Confirm the order of segments, transitions, and timing. Prepare thoughtful interview questions if you have guest speakers or panelists. These questions will guide engaging discussions.
Branded Presentation Deck:
If your webinar includes slides, work from a branded Google Slides, PowerPoint, or Prezi deck. Consistency in design reinforces your brand identity.
Tip: Q&A Preparation:
Anticipate audience questions by preparing a few Q&A prompts ahead of time. Use these to kickstart the chat during the webinar. It creates an interactive atmosphere and encourages participation.
9. Run the Webinar
On the day of the webinar start things up early to see if everything is in order. Preparation give you the ability to deal with the unforseen. Login Early
Log in early to your chosen webinar platform. Enable waiting rooms and ensure you have the attendee list ready. This way, if any issues arise, you can promptly address them and even send emergency emails if necessary.
Webinar Execution
Run the webinar on your selected platform. Remember to record it for future reference or distribution (if you couldn't setup to auto-record).
Interactive Webinars:
If your webinar is interactive, consider requesting questions to be submitted ahead of time. You could have included a form in the registrant reminder emails. This helps avoid surprises during the live session.
During the event, create a forum for additional questions. Be prepared for unexpected rabbit holes—you might delve into fascinating discussions.
Incorporate polls during the live show. These allow you to instantly gauge audience sentiment and even convert some marketing-qualified leads (MQLs) for follow-up as engaged participants are a big part of being a good prospect.
Engage with your audience from the start, just like a streamer. Encourage chat participation, answer questions, and build rapport. By the time you reach the Q&A segment, you’ll have a lively audience eager to ask more questions.
Skip planted questions if you prefer. Instead, rely on the authentic engagement you’ve fostered throughout the webinar. And if there are queries you’d rather avoid, a friendly “we ran out of time” at the end works wonders—invite attendees to continue the discussion afterward!
10. Post webinar
“Thank You for Attending” Emails:
Send personalized emails to attendees expressing gratitude for their participation. Include a call to action—whether it’s encouraging them to purchase a service, sign up for newsletters, or explore related content.
“Sorry We Missed You” Emails:
For those who couldn’t attend, send regret emails. Provide a link to the recorded webinar (if available) and invite them to the next event. Ask if they’d like to continue receiving emails on similar topics. Consider setting up a drip email program for ongoing communication.
Repurpose Content:
Take the webinar recording and create a comprehensive “show notes” article for your blog and newsletter. Embed the video recording near the top of the article. Email this article to everyone who registered, as many participants like to rewatch or share it with colleagues and friends.
Leverage Social Media and Email:
Share the blog post on social media platforms and via email. Repurposing content in this way ensures more eyeballs on a single piece of valuable material. Even if you’re conducting a similar webinar in a few weeks, having different guest speakers each time keeps the content fresh. This approach feeds the content marketing cycle with minimal effort.
List Management:
Export registration, attendance, and poll reports. Upload this data into your Customer Relationship Management (CRM) system (see Capture and Processing of marketing responses). Use your CRM to track performance, integrate webinars into your sales funnel, and continue nurturing leads. It’s a powerful tool for warming up prospects and closing deals.
