How To Run Your First Webinar

By Sara Drury

You have heard that running an online event, such as a webinar, can produce amazing results. So, you’ve decided you will give it a go, and see if it will work for your team.

Whether you are planning a pre-recorded webinar to show later, or a live webinar you will stream as a webcast, there are key things you need to be aware of if you want it to be a success.

These are the 3 areas you need to get right when running your first webinar:

Goal Setting and Planning

It’s is important that you decide what your primary goal is for running the webinar. Are you trying to generate leads? Are you aiming to just engage your audience for educational purposes? Are you sharing an update you need to be received and understood?

Once you have decided your main purpose, you can also set some secondary goals:

  • Lead Generation – Number of leads? Number of sales?
  • Engagement – New registrations? New followers? New subscribers?
  • Education and Awareness – New registrations? Actions taken?

Knowing exactly what you want your webinar to achieve is the first step.

You also need to create a plan, to ensure you cover everything and stay on track. If you would like to download our free Webinar Planning Checklist to help you, please click here.

Engaging Content

The substance and body of your webinar is the next thing to get right. If all you do is talk about yourself or your products and services, this can be a huge turn-off for your attendees. Especially if you have given the impression that they will be learning something that will help them.

This is where it is a good idea to use slides during your webinar, as the transition keeps people engaged, as well as gives some good content to talk to.

Early on, you should be brainstorming for content that your target audience will love:

  • Examine a niche topic from a fresh angle
  • Give a thorough, example-driven “how-to” tutorial
  • Interview an industry thought leader
  • Host a panel discussion of a timely issue in your industry
  • Adapt a presentation from a conference speaking engagement
  • Share data from a recent research report

Having the right high-quality content should help sell the webinar for you.

Promotion and Advertising

Lastly, when you are running your first webinar, you will really need to double-down on the promotion and advertising, so that your audience knows you are engaging with this channel and providing value to them.

Free advertising is getting harder and harder to come by. If you don’t have a substantial email list to promote to, or a partner or presenter who can also promote the webinar, then you will need to advertise to get traction.

The more channels you use and test, the greater the chance of getting plenty of registrations:

  • Email marketing
  • Social media post and ads
  • Website popup banners
  • Your partners and networks
  • Google ads
  • Paid 3rd party email (via an industry or media website)

Good luck with running your first webinar.

If you would like to learn more about webinar advertising and promotion you can download our Complete Guide to Webinar Marketing.

We also ran a Redback Webinar that discussed this topic and giving some customer examples. You can watch the webinar if you sign in here.

TAG: webcast, webcast marketing, webinar, webinar engagement, webinar marketing,