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In an increasingly competitive market where consumers get hit with content from all sides, webinars allow you to offer them more value than other, more traditional forms of online content (blog posts, infographics, etc.).
According to research from the Content Marketing Institute, 43% of B2B marketers use webinar platforms and 55% use webinars as a key content distribution vehicle.
Ascend2, meanwhile, has found that webinars are the second most effective type of gated content resource for lead capture purposes, trumped only by download offers and Demand Gen Report has found that along with research reports and emails, webinars are the most effective tactics for lead nurture.
If you’re looking to get started with this powerful content format, read on for a comprehensive guide to creating webinars:
Before planning or creating a webinar, think of what exactly you want to achieve with it. For example, webinars can be used to:
Most marketers use webinars particularly to generate more leads. That’s because, as I mentioned earlier, people are likelier to give away their contact details in exchange for a webinar as they provide more value than most other forms of content. In fact, on24's Webinar Benchmark's Report found that 29% of marketing webinar attendees convert.
What’s more, most marketers put a big emphasis on the quality of the leads generated – and that is exactly where webinars shine.
Once you know what you want to achieve, you’ll be able to determine what type of webinar you need to create in order to reach that goal. So, for example, if you were a business consultant looking to generate more quality leads for your business, you might hold a webinar that not only shows off your knowledge but also helps solve one of the big pain-points of your target audience.
Beyond that, though, you should also set clear, measurable objectives for each webinar. For example:
Goal benchmarking is important, as it allows you to optimize future webinars. Don’t worry if you don’t get it right from the first try; by analyzing your results carefully, you’ll learn what you can do to improve results on your next webinar, and so on and so forth – until you become a master of organizing holding quality webinars.
As I mentioned earlier, your end goal will help you figure out what kind of content you should provide in order to achieve that goal.
Beyond that though, all you have to do is a little research:
Once you’ve figured out what your webinar will be about, start planning:
In terms of preparing your webinar, you need to be as ready as possible; not only have all your hand-outs ready (any PDFs, checklists, tests, and so on), but you need to be very confident about the subject you’re going to speak about.
Plus, practice some common questions and how you would answer them; at the end of the webinar, a few minutes are left specifically for a Q&A.
Next, you need to get people to join your webinar; meaning, it’s time to start promoting it:
It’s extremely important that you promote your webinars heavily and over an extended period of time. Research from on24 found that 21% of attendees register over 15 days in advance, 37% in the last 7 days before a webinar, and as many as 26% register on the day of the webinar.
Once the webinar is finished, don’t forget to measure your results, so that you can make better webinars in the future.
Here’s a rundown of some of the best webinar tools:
ClickMeeting is an all-in-one webinar tool that helps you through every stage of the process, before, during, and after the webinar.
You can use it to create a webinar room with your own branding and:
What I love about ClickMeeting is that it offers the full suite of tools needed to create, promote, hold, and measure your webinars’ performance, making it a perfect solution for those who want to integrate webinars into their content marketing strategy – something that you won’t find with many other major webinar tools.
AnyMeeting is a webinar and video conferencing tool; when it comes to webinars, you can use the tool to:
GoToWebinar is a tool designed to help businesses of any size and shape, create and hold a webinar:
Webinars, as I mentioned earlier, can provide a wealth of benefits:
Have you created any webinars yet?
By Lilach Bullock
Lilach Bullock is highly regarded on the world speaker circuit, Lilach has graced Forbes and Number 10 Downing Street. She’s a hugely connected and highly influential entrepreneur. Listed in Forbes as one of the top 20 women social media power influencers and was crowned the Social Influencer of Europe by Oracle. She is listed as the number one Influencer in the UK by Career Experts and is a recipient of a Global Women Champions Award for her outstanding contribution and leadership in business. Check out her site Lilach Bullock or connect with her on LinkedIn
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