Planning is crucial in almost every human activity, including virtual events. No matter whether it is a webcast, a webinar or whatever else; without a careful preparation, you are going to lose the many benefits that these new media potentially offer.
Companies have become increasingly aware of the huge potentiality of virtual events to generate leads: today, over 62% of B2B marketers use webinars and webcasts for content marketing, and 77% of businesses use them specifically to generate leads. Behind this success there is the fact that this new medium is highly interactive. Data speak themselves: 85% offer a Q&A session, 38% use social sharing, 22% offer polls, and 4% let participants chat.
But without a careful planning, all these benefits will remain only potential. For this reason we are giving our readers 5 tips on how to prepare any kind of virtual event.
- Does your webinar answer a real need?
First, ask if your webcast does answer a real need of the targeted audience. Doing a webcast for the sake of doing a webcast does not mean answering people’s needs; on the contrary, answering common customers’ questions does. Remember, a webcast is the medium, not the message.
So, the first step is putting yourself into your customers’ shoes, and ask: “What value does this webcast bring to them?” If you can’t answer – or, even worse, if you are not able to imagine what are your customers’ needs – it’s better to rethink your project from scratch.
- Does the title of the event convey the right tone and transmit the right information?
Titles convey also a tone, not only some contents. So, think carefully about your headlines. The tone, contents and register must be consistent in order to have an effective title. Check also SEO aspects and create an informative and well-designed landing page.
- Timing is important
Webinar contents can be evergreen or time sensitive. If your webinar is one of the latter, try to understand what is the best time to launch it and send the invitations to the potential participants consequently. Statistically speaking, the best day for running a webinar is a Wednesday or Thursday.
- Organize your materials in coherent and well-structured way
In order to be effective, a webinar should be structured around three main parts, like a story.
In the introduction or set-up we give a definition of the problem we wish to solve and say who are the stakeholders that are involved and why.
The highlight is the most important point you want your audience to remember. So, you must have it well clear in your mind from the beginning.
They are case studies, statistics, testimonials, reviews and other materials that create authority by supporting what you state with evidence. They are also very useful to turn a webinar into a vivid narrative.
- Encourage participants to get involved
Participants’ involvement is what makes the difference between virtual and traditional events. So, you must take care of this crucial aspect by including polls, questions, links to click, sidebar facts and Q&A opportunities. And if you’re offering your webcast as a download that your audience can view again as they please, make sure they can step-through to the areas that interest them most.
To cut it short, think your webinar as a two-way dialogue between you and your audience. Avoid carefully long and boring monologues, as in that case you are not only losing the attention of the participants, but also some potential customers.
- First, set your goals and purposes
- Think of a good webinar title
- Choose the right moment to launch time-sensitive webinars
- Organize the materials for the webinar in a highly structured way
- Design webinars in a way to allow audience participation
Interested in more information about webcasts and webinars? Visit R-HUB website at http://www.rhubcom.com