Last week, ReadyTalk hosted a BMA roundtable; Best Practices for Webinar Planning, Execution and Effective Follow Up. Our senior demand generation manager, Mike McKinnon led the discussion and we had a full house ready to share their insights and learn more about webinar best practices. Participants received the whitepaper: Best Practices for Webinar Planning and Execution.
The thought of putting on a webinar can be a daunting task; so Mike broke it into manageable segments of information. Whether an advanced or new webinar user, the audience got pointers and new ideas from each topic.
The agenda covered:
- Trends in system integrations
- Conducting engaging webinars
- Repurposing content
The integration discussion pointed out that data silos are everywhere in business and the fact that a simple integration via an API can make sharing data across systems (such as your CRM, marketing automation system and your webinar platform) happen on the fly. Integrations keep data clean, lead to better segmentation and create seamless experiences for customers and prospects. While the experience is improved from the customer stand point, the marketer enjoys a holistic view of campaigns.
Engaging webinars – it’s not just about the content; the speaker and type of session also counts. Engagement is now measurable so make sure you are using all of the interactivity tools available to you. When it comes to metrics; track average duration of attendee, number of polling questions answered, chat and social media activity. If you are not using social media tools during your webinar, you should try it out – it’s a great way to continue the conversation online. Just be sure to put the hashtag on every slide so the audience participates.
Other things to consider:
- The speaker can make or break your presentation, chose one that is used to the virtual environment and is well trained on the webinar platform
- Consider using more than one speaker and have a dialog on the topic
- Always have a moderator
- Use chat and social media to change the presentation on the fly – best to have someone other than the speaker doing social media engagement throughout the event
- Know your audience – simple things like the title and abstract will attract the audience so make sure you define who you want to attract first
Trends in Content – this is a hot topic lately and certainly bears repeating. Webinars are content creation vehicles for numerous channels you already have in place; blogs, use cases, Q&A, training videos, whitepapers, case studies, and testimonials. I frequently have audience members chat in questions throughout an event but don’t always get the chance to answer all of them during the session. But we do respond to them on a follow up blog post. These questions can also identify key areas you might be able to build more content around. Be open to feedback, you never know what juicy nugget someone might offer.
And if I could tell you one more thing – record your webinar and you will increase your ROI, build new content and have more conversations.
Have other webinar ideas not mentioned here? Drop us a comment and continue the conversation.