There's nothing worse than thinking you're getting one thing only to end up with something different. This is especially true for webinars.
Be sure to use the invitation as your framework for the webinar presentation. This will help you to make sure your content and flow aligns with what you promised to deliver. For each slide, ask yourself "Is this a must have or a nice to have?" Give yourself at least four weeks to create and shape the content, as well as practice with your ensemble several times until everyone feels confident and relaxed.
A webinar is not about selling
There are two types of webinars: Informational (educational) and Sales Pitch (product features and benefits). What’s the difference? A high-impact, high performing webinar is not about selling. It’s about stimulating someone’s intellectual curiosity, teaching them something, and inspiring them to want to have a conversation. Then, you can determine how you can help them, and convert them from a prospect into a customer.
The test for high impact – high performing informational webinars:
- Does it deliver relevant, timely, and must have business or personal value?
- Does it tell a story, present an authentic case study, tutorial, or a new way of thinking?
- Does it focus on solutions, rather than specific products, features and benefits?
- Will this information stimulate the intellectual curiosity of your audience to want to learn more from you after the webinar?
Where do you find great content for a webinar?
People are eager to hear about best practices, lessons learned, tips and techniques, and new processes to help them solve real world challenges. Look to your industry analysts, authors, subject matter experts, tutorials (for example, teach people a way to improve a business process or reduce costs), and case studies (a case study with the following talking points):
- What was the business or technology problem?
- How did you solve it?
- What were the results / ROI?
- What were the lessons learned?
Where do you look?
Authors – Industry Analysts – Subject Matter Experts – Customers and Case Studies – Partners – Market Research – White Papers – Blog posts – FAQs – Polling & Surveys
Want to see some examples of how webinar content has lived up to the invites? View our on demand webinar recording archive.