Webinar: what is it and how to make one that really works?

In the world of digital marketing, there are several techniques to attract and convert more leads. However, hardly any of them will have a lower cost and benefit than a webinar. In addition to attracting, generating, and qualifying many leads for a base, they are cheap and easy to produce.

If you want to scale your digital business and consequently make more sales, this tool cannot be off your radar! And if you want to learn all about this live video strategy, read this article to the end, because we’re also going to introduce a tool to facilitate the hosting and dissemination of your webinar.

What is a webinar?

The term “webinar” comes from the web-based seminar, that is, it is a seminar carried out over the internet. That name, by itself, explains a lot about what a webinar is. It is an online videoconference, carried out with the intention of educating a target audience about a certain topic.

These seminars can be in live video form or recorded and made available at a scheduled time. In addition, they can have business or educational content, depending on the proposal of each institution.

Many companies and entrepreneurs use this distribution format aiming at closer contact with potential customers – the so-called leads, either in order to attract new ones or to advance existing ones in the sales funnel.

Why create a webinar?

  1. Currently, videos convert much more on social media. Instagram itself, which has grown into an image social network, has announced that it is prioritizing videos.
  2. Allows you to interact in real time with the audience, building your company’s image and positioning it as an authority in your industry.
  3. It’s versatile: it can be used either to generate leads, to advance leads in the sales funnel, or to convert leads into customers.
  4. It can also be used as a relationship marketing strategy when you interact with the audience.

But and how to put it into practice?

The steps to creating a successful webinar

Before we get down to business, it is important to warn three things:

  1. There are no cake recipes or magic formulas. The key is to test to see what works best for you.
  2. As much as I’ve called these tips “steps,” it doesn’t necessarily mean they need to be done one after another. In some cases, you will have to perform these steps in parallel;
  3. Over the next few lines, you’ll see some real-life examples that happened here at HeroSpark. It’s not because a certain strategy worked here, it’s going to work there too, ok?

Set the webinar theme

The first step is to define the persona of your business – that is, knowing who the target audience is and having a representation of them in mind. From there, you can choose the theme and time for the webinar.

As for the topic, some tips:

  • Observe the interests of the target audience and see which subjects generate engagement;
  • Keep up to date on potential doubts and curiosities about your services;
  • Use keyword planners to understand what the hot topics are within your niche.

Choose the best day and time

It depends a lot on each niche and the theme of the webinar, but the general tips are as follows:

  • Mondays and Fridays are usually bad because people are still organizing the week, or are already thinking about the weekend (the famous #sextou).
  • Avoid morning events, as many companies schedule meetings at this time, which can reduce the video’s reach.

Most importantly, the date and time are related to the theme of the webinar. For example, if it is a work-related topic, people watch it during office hours, but if the subject is outside this sphere, they prefer to watch at other times.

So, if it’s a professional matter, the hours from 13:00 to 18:00 can be interesting. When it is another theme, 12:00 or 19:00 can be used.

In addition, it’s worth taking a closer look at the intention of the webinar. For example, if it’s a live stream to sell a product, it might be more interesting to do it at the beginning of the month when people tend to have more money.

Plan the event

After these first definitions, it’s time to put on paper what the video will be like. From there, you can create the script and move on to the decisive moments.

It is important to define:

  • How long will it last;
  • What will be the format and who will be invited, if any;
  • Whether there will be any product offerings or other call to action at the end;
  • What will be the support content for dissemination;
  • How will the invitations for guests and the audience be made?

There are no rules or any kind that is better than the other. Choices depend on your goals and interests.

In addition to these topics, you also need to pre-create supporting materials – email campaigns, landing pages, YouTube webinar pages and so on.

Create the script

The script leads the conversation with guests or the audience. In fact, it’s really important that you do a monologue. It distributes speech time better and delivers the message with more quality and objectivity.

There are several types of scripts available: you can write a plain text, divide the text into columns and blocks according to the webinar format, or just write down the main topics and improvise the message.

The main function of the screenplay is to direct focus. So, write everything that’s important to say so you don’t forget to comment on any topic.

A good tip is to leave the script open behind the camera so you can read it or take a peek while you present it. Or leave a piece of paper on your desk and take a peek now and then.

Once you’ve created the script, you can also turn it into some background material, such as slideshows.

Choose a platform

The platform is where the broadcast will take place. Preferably, it should be incorporated into your website. Thus, you can reduce distractions for the audience.

Do you know when you’re on YouTube and start browsing related ones even before the video you’re watching ends? This can happen with your webinar. You don’t want someone to leave your video to see a Nutella bathtub video, do you?

A good way to do this is to use a landing page to host your broadcast.

If you want more agility, you can take the risk and host the webinar on sites like YouTube, Twitch or Instagram.

Publicize the event

Note which channels your persona is on and create actions on each of them. For example, here at HeroSpark, we know that audiences respond well to email marketing campaigns. So, when we want to publicize a webinar, this is one of our flagships.

It is important never to focus on a single channel. In our case, we also do campaigns on social networks, mainly on Instagram and YouTube. Try using short videos, cards, pictures and other media you want on social media to get as many people as possible to watch the event.

Do not forget, also, to always direct this disclosure to your landing page, so that the generation of leads intensifies in a very practical way for the viewer.

The use of CTA ( call to action ) can also be used and instructed for use by other participants and guests of the webinar. This visual or textual call should instigate the target audience to share the invitation on the networks, access the registration page, click on a link to better understand the subject that will be worked on or another means of that type.

The format can vary depending on your persona, but it’s essential that there is disclosure until the very last moments before the webinar begins.

Practical tips for your webinar

Now that you’ve gone through all the previous steps, the big day has arrived! A small checklist of what needs to be done before, during, and after:

Before the event

  • Prepare the presentations and review the script;
  • Send reminders to registrants;
  • Pay attention to lighting and especially the quality of the microphone;
  • Follow the script prepared before the webinar;
  • Have someone help you and monitor external factors such as comments or microphone issues.

During the event

  • Start at the appointed time. Avoid delays as much as possible. Also, arrive a little before the scheduled time to have time to test everything calmly;
  • Email leads on the day of the event, at least 1 hour before the webinar starts;
  • Interact with participants. Promote inquiries and chat interactions throughout the event;
  • Set aside a few minutes of the webinar just to respond to chat messages;
  • Thank participants for their attention and recall important information;
  • Take the opportunity to publicize your social networks, services, products, or any other useful information. A good tip is to do it at the beginning and at the end.

After the event

  • Send it to all your subscribers. Thus, those who could not watch it live can also follow its content;
  • Do audience surveys to understand what worked and what could be improved;
  • Transform your webinar into other content, such as blog posts, podcasts, infographics, slideshows, social media posts, and more.

Complete tool for your webinar

If you’ve read this far, you’ve noticed that creating an event like this takes work: you need to create a landing page, develop email flows, choose a platform…

But, remember that gift I mentioned at the beginning of the article?

The HeroSpark is a tool that can do it all in one place! And, above all, the user can do all these activities without having to hire programmers, designers or a marketing agency.

Furthermore, it is possible to obtain metrics and result indicators at the end of the processes. This data makes it possible to see how best to improve your results and further work on the potential of your content.

“Wow, but it must take forever to do all this…”

Through HeroSpark you create landing pages, emails and streams in less than 20 minutes. Still, having any questions? So watch this video here:

“This is too good to be true, it must cost a fortune…”

Missed again, dear reader! HeroSpark has a completely free version, 100% free, in the range, 0800, free. It is true! Just click on this link and register to help your digital business grow!

So, are you ready to create a successful webinar? Start now!