The document outlines best practices for running webinars, emphasizing their advantages over in-person meetings in terms of reach and cost-effectiveness. It discusses key components such as webinar planning, audience recruitment, content development, and team structure, along with a timeline for execution. The guide also highlights technical recommendations, presentation tips, and methods for measuring effectiveness post-webinar.

1. How to Run Webinars
Training Presentation
Presenter:
Dushyant Verma
Marketing Manager
The Digital Group Inc.

2. Introduction
Meetings have been around for almost all of recorded human history. The
only things that have changed over the years are more options on how to
meet and, of course, what we talk about.
Webinars are meetings at their most basic, but it is how they let you meet
that makes them special. Webinars shine when the meeting participants
are not in the same country, state, city, or even in the same room.
They allow you to convey information almost as good – and in some cases
better – than a face-to-face meeting.
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3. Benefits
Webinars help businesses reach customers, prospects and employees more
effectively than in-person events because there is no need to plan travel or reserve
conference space. Its cost effective
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 Share videos
 Share webpages
 Share presentations
 Share desktop/software
 Share text/voice conversation
All to generate leads and sales quickly and
easily
In an online webinar we can:

4. Here’s What We’ll Cover
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 Webinar Team Structure
 Webinar Planning
 Webinar Timeline
 Speaker Tips
 Presentation Best Practices
 Benchmark Data

5. Webinar Team Structure
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Marketing
team
To build structure,
Invite, moderate
sessions, polls,
webinar analysis
Technical
Team
Sales Team
Audience
recruitment, Mail
Campaigns, Follow -
ups
IS & Admin
Team
Technical
Subject
Matter
Experts
Webinar preparation,
slide decks, webinar
execution
Post
Webinar
Presales
Team

6. Webinar Planning
How to plan a webinar
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7. Setting the Stage
Develop objectives:
Build a shared understanding of the opportunities that we can provide to help prospect and
customers.
Kickoff meeting:
The kick-off meeting will builds trust among the group, gets them motivated, and ensures they take
ownership of their roles and responsibilities.
Schedule Webinar:
Once we have fixed the date, time, speaker, title, and content description established, we can now
schedule webinar in GoToWebinar or any similar tool.
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8. Recruiting Audience
 Industries
 Function or Job Titles
 Levels (c-level, mgr, etc.)
 Revenue/Income
 Geographies
 Other Demographics (other key
factors)
Audience Profile:
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9. Set Webinar Objectives
 Business Goal Setup
 Who is Your Audience?
 Desired Outcomes
 Success Factors
 Content Description
 Call to Action
Webinar Objectives:
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10. 9
Promoting via Email & Social Channels
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11. 11
Content Development
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Deliver a Presentation that Gives Value to Attendees and Sparks
Follow-Up Conversations.
 Pick topics that appeal to your ideal client
and correspond to your products or services.
 Create or edit presentations that
demonstrate your expertise and give value to
attendees.
 Frame and title the webinar in a way that
resonates in your marketplace.
 Provide coaching so your speakers excel in
the online presentation format.
 Create articles, white papers, case studies,
and podcasts based on the webinar
presentation.

12. 11
TIME EST SEGMENT DURATION PRESENTER NOTES
11.00 AM
Welcome Message
Introduce Speakers
3 mins Moderator
Sets audience expectations, warms up audience,
introduces speakers
11.03 AM
Starting Topic, Sample: “10 Benefits of
having Webinar for B2B marketing”
Introduce first speaker
2 mins
2 mins
Moderator
Moderator
A Poll maybe inserted here, or at another point. These
Polls can either be “Raise Your Hands”, Multiple Choice,
or “Choose One”
11.07 AM Most Common Curiosity 5 mins Speaker #1
Speaker comments on Poll #1, then talks about
curiosity , what causes curiosity
Case Study, Sample: “How a client got
benefited by webinar"
25 mins Speaker #1
Who is featured in the Case Study?
Case Study Flow: Introduce Challenges, Solutions,
Results, Lessons Learned"
11.37 AM Poll #2
2 mins Moderator
A Poll maybe inserted here.
11.39 AM
11.40 AM
Call To Action
Ask the Experts Panel Q&A"
1 mins
15-18 mins
Moderator/Sponsor
Moderator
Present to the audience how they can get additional
information or resources, etc."
11:58 AM
11.59 AM
Wrap up and final thank you
Exit survey
Go to black Debrief with ensemble"
1 mins
1 mins
Moderator
Remind the audience to take the survey, and they will
receive an email with a link to get more information
and be able to watch the on-demand
Webinar Production Script

13. 11
Webinar tools
Free - Up to 10 people
in a single video/audio
call.
This platform
allows selling
products.
Charges -
$25/month for up to
25 webinar
attendees
Free - Skype to Skype calls
Group Voice Calls (up to 25 people)
HD Video Recording, Archived Recordings
Polls & Surveys
Price: Starts at $79/month per organizer
with up to 100 attendees Display 5 panelists at a time plus
slides/data
Price: starts at $79/month (billed
annually) with up to 100 attendees
• Complete mobile
collaboration
• Rich multimedia
options
• High-quality
audio/video
• Video conferencing
integration
• Real-time collaboration
with presenters
Price: starts at $45/month
per host with up to 25
attendees

14. -6 weeks
-4
weeks
-
2week
s
-1week -1day -1hour GO
+24
hours
Plan Promote Execute Next
Timeline at a Glance
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15. 15
Plan: 6 Weeks Before the Webinar
• Choose a topic
• Choose your presenters
• Choose a date
• Schedule a kick-off call
• Select your support team to
monitor attendee questions and
technical issues

16. • Schedule your webinar and dry run
• Create your registration page
• Book a conference room
• Schedule emails:
 Invitation emails to targeted personas
 Registration confirmation
 2 Reminder emails (one week before, one hour before)
 Thanks for attending (with recording link)
 Sorry we missed you (with recording link)
Plan: 4 Weeks Before the Webinar
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17. • Send invitation emails to targeted
personas
• Promote webinar via social media
& blog
• Promote via free webinar listing
sites, including:
 Webinarlistings.com
 Webinarhero.com
 Webinarbase.com
 Eventspan.com
Promote: 2 Weeks Before the Webinar
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18. • Send reminder email
• Continue to promote via social
media and blog
• Send internal email to
encourage promotion
• Schedule a conference room
Promote: 1 Week Before the Webinar
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19. 24 hours before the webinar:
• Reminder email to registrants
• Email registrants and encourage them to have a hard
phone line, a hard internet line and to print out a copy of
the presentation in case their internet goes down (that
way, they can still promote
1 hour before the webinar:
• Remind your registrants again
• Set up webinar room: hook up computers, paste a
“webinar in session” sign on the door, etc
Execute: Day of Webinar
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20. • Measure your webinar, focusing on metrics like:
 Conversion rate
 Attendance rate (33% is industry norm)
 Leads
 Registration number
• Write a follow-up blog post including answers to the
most common questions that came up in the webinar
• Use webinar recording for future blog post CTAs
Post-Webinar to-dos
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21. Speaker Tips
Audio Best Practices
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22. • Dial in to the webinar 30 minutes prior to webinar start time
• Turn cell phones on silent
• Keep cell phones away from the call in line to prevent audible
feedback
• Join from a quiet place where you won’t be disturbed
• Use phone controls to mute your line when not speaking to
mitigate background noise
Audio Best Practices
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23. • Be sure to have your laptop plugged into a power
source
• Avoid wireless connections if possible
• Print the deck in case web connection fails
Web Best Practices
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24. Presentation Tips
Deck Design
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25. Consistency
• Just because there are multiple speakers doesn’t
mean there should be multiple templates. Keep the
design consistent throughout the deck.
Image-heavy
• Like any presentation, webinar decks should let the
images tell the story. If you don’t give attendees
something entertaining to look at, they’ll tune out.
Deck Design
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26. Benchmark Data
Measuring webinar effectiveness
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27. 14
Measuring webinar effectiveness
Click-through rate
The number of people who registered for your webinar compared with the number of those who
clicked to the registration page
Attendee ratio
The percent of people attending as a ratio of those who attended compared with those who registered.
Online polls
To find out what your attendees are most interested in about your webinar content by measuring real-
time feedback.
Exit surveys
Measure how well you met your audience’s expectations.

28. Thank You!