Keys To A Successful Webinar That Drives Leads For Brands

Keys To A Successful Webinar That Drives Leads For Brands

So, you’ve decided to host a webinar.

After all, you’ve heard it’s a great means of thought leadership, communicating directly with your ideal audience and providing your expert insights in an exclusive and uninterrupted way.

But then, the anxiety sets in. Where do I start? How do I go from a simple idea, or even just an educated background in my topic, to presenting in front of potentially thousands of audience members?

It requires a careful approach to be sure, but it doesn’t have to feel overwhelming.

If you’ve decided to do a webinar, chances are you’re already most of the way there. You have the knowledge. You have the expertise. Now, you just have to put it together into a compelling presentation.

In my time at Search Engine Journal, I’ve been a part of over 75 webinars.

From the initial ideation phase to executing promotional campaigns and handling the technical side on the day of the presentation, I’ve seen success from many different brands in many different formats.

But despite their differences, there are some key factors that you must use to craft a successful webinar, and they’re universal to all potential webinar hosts.

Using these keys, I want to demystify the art of the webinar – and walk you through the process step-by-step – to make the process a little less daunting.

Let’s get started.

1. Develop A Clear Goal Before Ideating

Before diving into the details of your webinar, take a step back and think, “What is my ultimate goal for this presentation?”

Are you building brand awareness, generating leads, or educating your audience? Maybe, all of the above?

But this is only half the formula. You’ll also need to define your ideal audience – who you’re trying to reach, what level they’re at, and what you have to offer them.

Remember, a webinar shouldn’t be the end result of a funnel. It’s a way of introducing yourself and enticing potential clients to choose you.

Once you have your goals and your audience nailed down, it’s time to move on to the next step.

2. Develop Your Content With Your Audience In Mind

As marketers, it’s easy (and tempting) to treat a webinar like an infodump, sharing all that we know in one hour because we know what the people need, right?

Not exactly.

It’s important to thread the needle between sharing your expertise and reaching the audience you’re looking to gain.

Too high-level and technical? You might alienate the beginner SEO.

Too broad and simplistic? Well, the expert marketer will check out almost immediately.

To put it simply, if you want to cast a wide net, go general. If you want highly specialized leads, then turn your webinar into a technical presentation.

But don’t take a one-size-fits-all mentality when it comes to your presentation, and make sure you’re firm on who you want to attract before crafting your content.

3. Choose The Right Webinar Format

So, you have the content (or at least an idea) solidified, but how do you present it?

Webinars come in all forms these days, and it’s up to you to decide the best format that services the content within.

Some of these formats could include:

Slideshow Presentations

Want to position yourself as a thought leader in your field?

Put together a slide deck full of graphics, videos, and anything else visual to create a compelling show for your audience – all accompanied by your narration.

Panel Discussions

Have an expert team with certain specialties you want to highlight? Collaborate in an open forum environment and share insights as a group in a more relaxed way, fostering a communal feeling amongst attendees.

This format is good for high-level discussions or exploratory deep-dives into a topic, and enables presenters to actively engage with attendees throughout.

Case Studies

Want to go in-depth about your service and its effectiveness? Conduct a detailed walkthrough of case studies, using your brand as an example, to showcase how your service or product impacts marketers.

Guided Presentations

Want to position yourself as a thought leader, but do so in a more interactive format? Consider having another expert as a moderator for your webinar.

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