Webinars serve as an excellent means of disseminating valuable content, including product demonstrations, in-depth FAQ videos, or engaging discussions with industry experts on thought leadership topics. Yet, the process of preparing a webinar can become daunting, especially when juggling numerous other marketing responsibilities. To alleviate this challenge, we’ve crafted the following guide to assist you in staying organized and preparing efficiently
Step 1: Content outline
Create a structured outline encompassing the essential points you want participants to gain from the webinar. Arrange the outline in a logical sequence that guides through the information you intend to convey. Keep in mind that the ultimate objective is to reach the key takeaways, so design the content with clarity and directness, leading to the desired conclusion.
Tip: Make use of existing content. Depending on the topic, consider drawing from previous materials like social or email campaigns, white papers, or case studies to repurpose relevant content.
Step 2: Prepare a deck
Ensure that you create a visually appealing and informative presentation deck (using platforms like Google Slides, for instance) that is easy to follow. Steer clear of clutter, excessive information, and a dull appearance. Since most of what you articulate will not be directly reflected on the deck, use text sparingly. Opt for a branded deck to maintain consistency in appearance with your other materials.
Tip: View your deck as a broad map for the webinar rather than an excessively detailed handbook. Additionally, consider repurposing elements from your company’s other decks, such as sales presentations, to serve as a template for your webinar and save time.
Step 3: Enlist collaborators/interviewees
Connect with individuals in your network or industry. Compile a list of precise questions or topics and distribute them among your collaborators. While it’s acceptable for a substantial part of the conversation to be spontaneous, ensure that all speakers and guests are ready to delve into pertinent ideas.
Tip: Investigate the audience and reach of your guests. Beyond just examining their numerical metrics, confirm that their followers align with potential prospects for your service offering
Step 4: Review deck
Ensure that the essential content is present on the presentation deck. Recall the key takeaways discussed earlier? They should be distinctly expressed within the content. Verify that there is a coherent storyline or narrative guiding viewers towards the takeaways. This is also the moment to scrutinize for typos and confirm that the formatting remains uniform, upholding the professional image of your organization.
Tip: Seek assistance. Having another person review both your deck and written content is the most effective way to identify and rectify typos and awkward phrases.
Step 5: Rehearse webinar
The best actors, speakers, and politicians know the importance of practicing. It’s natural to trip over your tongue or stumble over words or phrases, even ones you use every day. Rehearsing your webinar also gives you the chance to review timing and make sure you’ve got the right amount of content allotted.
Tip: Treat your rehearsal like it’s the real thing (actors call this dress rehearsal). Set up your technology, wear your outfit, put your drinking glass out of the camera’s eye, and practice speaking directly to the camera.
Step 6: Record webinar
Download a video conferencing software, like Zoom or livestorm, to video conference and record your screen. Find a quiet room with good internet and if you don’t have a professional microphone, use headphones with a mic first. Always test all of the technology before the conference call. This includes everything from the recording to your webcam to your internet connection.
Tip: record webinars so that your audience can revisit and re-watch content at their own pace. Webinars also serve as a great resource for your website’s FAQ section and blog
Step 7: Edit the video
It’s crucial that your webinar presents a positive image of your brand and organization. That being said, don’t let the pursuit of perfection hinder completion. It’s tempting to endlessly tweak video editing until it feels flawless, but the objective is to generate high-quality content swiftly for widespread sharing.
Tip: Engage your in-house design team or collaborate with a creative partner to assist in editing webinars for a polished finish
Step 8: Build a landing page
Signing up for the webinar should be a straightforward process for everyone. Develop clear and succinct sign-up forms that enable you to monitor registrants and gather contact details, facilitating pre-event communication for reminders and updates. This list can also serve for subsequent follow-ups through drip email campaigns.
Tip: Utilize the landing page to gather content ideas from the audience. Inquire about what registrants would like to learn or identify their most significant challenges, allowing you to deliver content aligned with their preferences for future initiatives.
Step 9: Promote promote promote
When you invest time and energy in creating webinar content, the attendance and active participation of the audience become paramount. Collaborate with your marketing team to effectively disseminate promotions. Additionally, leverage platforms like Gagglelamp, allowing your employees to collectively share a consistent message about the webinar on their personal social media accounts.
Tip: Ensure that the purpose and value of your webinar are explicitly communicated in all promotional materials.
