May
1, 2019 | By Amber Tiffany
What’s the worst thing you can do on a
webinar? Make it all about yourself.
Professionals say that overly promotional content is
their number one turn off. In their eyes, being too promotional is worse than
content that isn’t actionable or doesn’t deliver on its promise.
It’s great to align webinars with your own
goals, but the most successful webinars start with the audience and their needs.
Otherwise, no one will want to attend your webinar, and those who do will be
disappointed and your reputation will suffer.
So whether you’re driving new leads or
onboarding customers, here’s how to make your webinar all about your audience.
1. Take questions
before the webinar
On your webinar registration page,
confirmation page or email, give registrants the opportunity to submit
questions or topics they want to learn more about. This tactic has two big
benefits:
1. It adds a level of audience involvement making
registrants more likely to attend the webinar.
2. It helps you tailor your content around the
topics your audience cares most about.
2. Poll attendees and
use their feedback in real-time
Avoid treating a webinar like a stage, where
all the communication flows one way – boring! Instead, take advantage of the
interactive nature of a webinar and engage your audience with polls and other
interactive features like hand raising.
Ask your audience questions about their pain
points, challenges, goals, and expertise or experience with a given subject.
Try asking fun questions just to break the ice and establish rapport.
Daniel Waas, GoToWebinar’s Director of Product
Marketing, and our resident webinar pro, explains:
“Anytime you give someone on the the webinar
an opportunity to lean in, it increases their engagement, it makes them stay
longer, and it makes them more attentive and receptive to what you’re saying.
We encourage simpe things like hand-raising, or I’ll ask people to just respond
with a quick yay or nay. Sometimes I’ll start with a poll to understand where
they’re at.”
Then use attendees’ responses to tailor the
content to the audience. This will make the webinar feel like a two-way
conversation and your audience will appreciate the personalized content.
3. Make it
mobile-friendly
Audience-centric webinars mean providing easy
access for your participants no matter where or how they are joining the
webinar. Nearly 10% of GoToWebinar webinar attendees come from mobile devices.
What does that mean for you? Make sure the
webinar solution you’re using is optimized for mobile attendees and that it’s
simple to join the webinar and participate from their mobile device.
If you’re using GoToWebinar, use webcast mode
which enables all attendees – mobile and desktop users – to conveniently join
from their browser with a link. GoToWebinar also has a convenient mobile app,
which makes joining any webinar super simple.
4. Encourage questions
According to The Big Book of Webinar Stats, 78%
of marketing webinars and 82% of training webinars use Q&A, and for good
reason – audiences love it.
During the webinar, encourage attendees to
submit their questions. Respond to questions by having another webinar
organizer (not the presenter) send the answers directly to attendees or answer
questions live on the webinar. We recommend you do both.
When answering questions live on the webinar,
select common or interesting questions.
Make sure you respond to all questions either
during the webinar or in a follow-up after the webinar.
5. Keep the
conversation going
Follow-up with your customers immediately
after the webinar with a recording, the webinar slides, and any other relevant
materials. Thank them for participating and invite ideas for future webinars.
Log complaints, if any, and act on solutions.
Finally, let them know how to keep the
conversation going. Should they follow you on social? Can they engage with a
specific hashtag? Where can they go to learn more?
For marketing webinars, use all the great
insight from the webinar – poll responses and questions – to segment your
audience and nurture them with
targeted messages.
Next time you’re planning a webinar, just
follow these tips and put yourself in your audience’s shoes.
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