Hosting webinars to communicate your organization’s offerings, troubleshoot common challenges, or share valuable content is a popular way to have a non-pressured conversation with prospects or solidify customer relationships.
Depending on your webinar’s structure and which platform you use (we love GoToWebinar), your attendees can ask live questions, and you can gauge their engagement throughout the webinar.
Unfortunately, it’s possible to alienate and disengage your attendees. Here are four ways your webinars will miss the mark.
You Aren’t Honest with Yourself
Webinars aren’t for everyone. Ever heard the phrase, “they have a face for radio”? Well, not everyone has the voice for webinars – and that’s ok! If you’re monotone, for example, or unenthusiastic, chances are your registrants will disengage. When people listen to webinars, it’s likely they’re doing something else and listening in the background. If you strike a chord and they feel like they’re missing something by not watching, you’ll keep their attention. If you don’t strike a chord, they’ll close out your webinar and go on with their day.
If you don’t feel like you have the right speaking voice or personality to host webinars, ask a coworker to help. You can create the content, answer the questions, etc. while commanding the audience’s attention with a vibrant voice and personality.
You Don’t Send Out the Recording
Although prospects intend to watch your webinar, life happens – and extra business activities, like webinars, are the first to go when it comes to a calendar conflict.
Providing the webinar on demand (i.e., offering a recording of the live version as a video link or file) allows prospects who missed it to watch it at their leisure – or maybe some prospects liked it so much they want to watch it again or share it with coworkers.
If you don’t send out the webinar, you fail to close the loop, missing opportunities to get feedback and the chance to check in with prospects to begin fostering relationships.
You Don’t Create a Webinar That Truly Matters
Some companies do webinars just to produce content and seek prospects, which works about 0.01% of the time. My team at Leading Results and I are evangelists for creating content that’s meaningful. Why waste time, money, and resources in your marketing – including on creating useless webinars?
Make sure your webinar topic is relevant, timely, and meaningful; your prospects can smell forced content from a mile away.
To find a webinar topic, ask your customers and prospects what they’d like to learn about. Or take some of your FAQs and create a webinar that addresses those challenges and provides solutions. Depending on your organization’s vertical, you could also create a webinar that hits on current topics and trends that are relevant to your market.
You Don’t Pay Attention to Grammar, Spelling, and Design
The quickest way to lose me in a webinar is spelling, punctuation, and grammatical errors in your presentation decks. If a company can’t make time to edit their content before the webinar, I can’t trust their product and how they carry themselves. Severe reaction? Maybe, but I know I’m not alone.
Engaged registrants – the kind you want – are looking at the presentation deck and reading the slides. We can’t move forward or backward, so we have no option but to examine the content, making it nearly impossible to miss simple errors. We know it’s difficult to edit your own work, so to take webinars seriously, have someone else edit your content.
Also, be mindful of design. Keep your slides clean with justified pictures and ample whitespace. Don’t pack your slides with everything you’re going to say; use bullet points to give your audience a taste of what’s to come. Too many words may suggest there’s a lot of difficult content coming.
Don’t be intimidated by webinars, though – done right, they’re highly effective and a solid vehicle for sharing content. Make sure your webinar voice has a good delivery and tone for the content, that you’re sharing relevant, meaty content from aesthetically pleasing presentation decks, and that everything is spelled and punctuated correctly and without grammatical errors. And don’t forget to deliver the webinar on demand to ALL registrants after you’ve hosted it live.
Have additional points to share? Have questions? Contact me – I’m always willing to chat about webinar and marketing best practices.