How to Develop & Host a Webinar

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How to Develop & Host a Webinar | …

How to Develop & Host a Webinar |
A 30 Day plan to create webinars that Engage, Entertain, Educate and motivate the attendees to act.

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  • 1. How to Develop & Host a Webinar
    30 Day plan to webinars that Engage, Entertain, Educate and motivate the attendees to act.
    Heidi Tobias
    Sr. Manager of Distance Learning
    Constant Contact
    htobias@constantcontact
    Twitter: @htoby
  • 2. Agenda
    Day 1 to 5
    Is a webinar the right tool for your message?
    Do you have an audience that will attend?
    Day 5 to 10
    Logistics and Tools
    Day 10 to 15
    Promotion of your Webinar
    Day 15 to 22
    Size up registrants profile
    Size up registrants interest
    Day 23 & 24
    Mission ready check list
    Day 25
    Broadcast day
    Day 26
    Reporting and follow up starts
    Day 27 to 30
    Complete follow up
    Plant seeds for future engagement
  • 3. Day 1-5: Is a Webinar the right tool?
    Is the topic right for a 45 minute webinar format?
    Concepts & Higher Thinking-yes
    Specific individual techniques- yes
    Extremely detail and heavy data-No
    Remember: This is not about you but about what you know and how the attendee can walk away with something tangible to apply today.
    Be specific about the topic/content
    Set realistic expectations for success
    # of attendees
    Satisfaction with webinar
    Engagement after webinar
    Typical this is a lead nurture and not a direct sales tool
  • 4. Day 1-5: Is there an audience who will attend?
    Who do you want to attend?
    Stage of sales cycle
    Model of current successful customers
    Size does not always equal success
    Are they willing to attend?
    Why would that desired audience attend?
    Hot topic
    Pain point/need to fix something
    Research
    Easy way to get information
    Make your webinar objective match the audience motivation.
    “Value is in the eye of the attendee.”
  • 5. Day 5-10: Logistics of the webinar
    Time and Date
    What is good for the audience, not you
    No-Monday Mornings and Friday afternoons
    How many time zones are you reaching? (US only)
    #1: 2PM and 11AM Eastern
    #2: 3PM or 4PM
    Cost per attendee
    Often as low as $.25 an attendee
    Varies depending on data and audio choices
    Audio- Phone, VoIP, or both
    Connection speed
    Comfort with technology
    Registration or no registration
    To charge or not to charge?
  • 6. Day 5-10: Picking the right tool
    How large is your audience?
    Cost per attendee/budget?
    Do you need a wait list option?
    Audio options-Flexibility
    Audience technology
    What functions do you need to keep the audience engaged?
    Polls
    Q & A
    Share slides/documents
    Application/desktop
    Video
    Audience interaction
    Audience Control
    Lots of choices, no right tool for everyone.
  • 7. Day 10 to 15: Promoting your webinar
    If you build it they will come.
    Not with webinars, you must promote and motivate your advocates to promote for you.
  • 8. Day 10 to 15: Promoting your webinar
    Promotion starts with the right title and description
    Be clear what the end result will be
    Use power word
    Use bullets or short text areas
    Bold to attract attention
    Optimize for SEO terms
    Examples of Power Words:
    Learn, develop, hands on, real world, market proven, secret (little known) system, new, power, immediate, insider you , results discover
  • 9. Day 10 to 15: Promoting your webinar
    Foundation is your email readers- let them start the buzz!
    Segment on those open to the message
    Batch and blast does not work
    Often will be more than one group
    Design your invite for impact
    Less is more
    Basics of webinar
    Why I should care
    Clear call to action
    Stage your sent in smart segments
    Most desirable attendees
    People who will talk about it
    Control your attendee volume
  • 10. Day 10 to 15: Promoting your webinar
    Design the invite for sharing
    Ask the reader to share
    Saying Please does work: “Please retweet”
    Forward to a Friend
    Facebook Like
    Tweet an email
    Communities
    Social Bookmarks
    Do not forget to share in your own social media networks!
  • 11. Day 15 to 22: Registration Results & Interest
    Everyone who registered will not attend
    Expect 30% to 50% attrition
    Varies:
    Time of year
    Day of week
    Free or Pay webinar
    Registrations not where you want?-
    Look at those who did not open invite, try again with different subject line
  • 12. Day 15 to 22: Registration Results & Interest
    Did you ask questions at registration?
    Adjust content to meet audience expectations
    Research trends from registration results and topics recently published on the content
    RSS feed on Twitter
    Similar topic webinars
    Note:
    Day 20 send out first reminder webinar is a week away.
  • 13. Day 23 & 24: Mission ready check list
    Do you have a quiet location to broadcast from?
    Have you tested your internet connection and the computer you are going to broadcast with
    What is your audio choice? Do you have a back up?
    Do you have all of your presentation material ready to go?
    If you are showcasing a product, do you have public facing data ready to go in the tool?
    Ensure that you have the conferencing tool help numbers available for yourself and as well as attendees
    If you have a waiting list and cancelations, let those on the waiting list that you have room.
    Prep any polls or interaction tools that are to be used
    Pick the end URL for the webinar. –Survey? Sign Up action?
    Strong closing call to action
    Day 24 send out remind on day before.
  • 14. Day 25: Webinar
    Send reminder one hour before webinar.
    Plan on starting up the meeting 15 minutes before start time.
    Export attendee list and ID the important individuals to call out as they enter the webinar.
    Start the meeting and load the resources.
    Start as close to on time as possible.
    Start recording if possible.
    Follow your outline but leave flexibility to address needs of audience
    As for interaction and live questions.
    Have a strong closing call to action
    End recording and end meeting.
  • 15. Day 26: Reporting & start follow up
    Most tools take 24 hours to provide reporting
    Send email follow up to both attendees and non attendees
    Attendees-links to resources, feedback survey, and next logic step in relationship
    Non Attendees- provide recording or slides, links to next webinar and other ways to engage.
    Have a real person to contact with questions
    Provide a link to join list for future webinars
  • 16. Day 27 to 30: Learn and Engage
    Close the loop with attendees and non attendees
    -People forget if you wait too long
    Call attendees with highest value
    Attendees with lots of questions
    Attendees in the later stages of the sales cycle
    Attendees who said they are ready to convert
    Guideline: If they did not attend, calling is generally not a good idea. Unless it was a pay for webinar.
  • 17. Day 27 to 30: Learn and Engage
    Review feedback from the webinar.
    Survey
    Email reply
    Chat
    Twitter
    Understand:
    What did they like and not like
    What do they want more of
    Did it feel like it was worth their time
  • 18. Day 27 to 30: Learn and Engage
    Understand you typical conversion behavior.
    Did the attendees over time convert at a higher rate?
    Yes: plan the next webinar
    No: Look at feedback, learn and try again or try on-demand resources
    “Do not fall in love with hammer”-
    Webinars are just a tool you can use to grow your business. For some of you it is the right tool and others it is not. Test it, watch the results, learn, try again or try another tool.
  • 19. Want to learn more?
    Attend a Constant Contact Distance Learning Webinar
    Watch how the presenter works the crowd
    Tips to share with your own customers
    Send your prospects to learn more and experience higher conversions