Do’s and Don’ts of Webinars.

Webinars are inexpensive compared to face-to-face meetings. But like email and other low cost electronic options, easy entry often lures ill-prepared companies into the arena. Use these tips to create and present webinars that will meet your audience’s highest expectations.

Do

  • Select your topics and presenters carefully.
  • Evaluate your internal capabilities objectively—outsource when needed.
  • Keep your presentation to one hour or less—including Q&A.
  • Start and end the webinar on time.
  • Seed questions to ensure covering important points and to encourage participation.
  • Learn to take advantage of the technology options—drawing tools, polling surveys, etc.
  • Promote your webinar beyond a homepage blurb—use email, direct mail, banner ads, social media, etc.
  • Be wary of using a wireless connection by a presenter.
  • Consider having a few friendly faces in the presentation room—presenters benefit from seeing reactions and playing off the “audience.”
  • Use professionally created slides—be sure to review outside presenter’s slides and be prepared to offer assistance.
  • Develop a lead follow-up plan— demand accountability from the sales team.
  • Record and archive your webinar—many executives appreciate and use the on-demand option.
  • Explore opportunities to generate passive income—selling a recorded series as a set, for example.
  • Rehearse and then rehearse again.

Don’t

  • Use inexperienced presenters as featured speakers—give them a smaller role until they get a few webinars under their belts.
  • Underestimate the investment of time to pull off a professional presentation.
  • Use webinars for target audiences that may not be tech savvy.
  • Dismiss the value of a good moderator to the webinar’s success.
  • Think that webinars will completely replace the need for face-to-face contact.
  • Assume that webinar leads are conversion ready—they are more likely in the exploratory stage and will require further nurturing.
  • Fail to add qualified attendees to your marketing database.
  • Forget to invite your customers to webinars.
  • Use an unproven webinar delivery platform provider—they are not all created equal.
  • Overburden the moderator with the technology requirements—consider a person for each role.
  • Fail to follow up with registrants who don’t attend the webinar.
  • Overlook the value of a webinar as a training tool for your own people.
  • Forget to continue promoting your recorded webinar.
  • Neglect to collect some qualifying information at registration—use checklists and limit the number of questions to three or four.

Join the Print Strategist Group on LinkedIn. Print Strategist on LinkedIn is a group of professionals who value the power of print communications and share a common interest in advancing print’s effective use. Professionals involved in all aspects of print—marketing, design, production, manufacturing, distribution and related areas—are welcome. The only requirement is a desire to learn and share in a truly collaborative environment.

By Larry Bauer

Explore posts in the same categories: eMarketing, Marketing

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