How to Plan the Perfect Webinar

In part two of this webinar production guide we’re going to cover the content and promotion aspects of producing a webinar. If you need some help planning your webinar or improving the production, have a look at our webinar production services. If you’d like to really give your webinar the polished professional look you can book one of our webinar studios.

To be clear, we define a webinar as an information-sharing exercise, usually using PowerPoint slides with live video of the presenters. Firstly, they’ll usually make use of a webinar platform like Zoom or WebEx and include some kind of audience interaction – usually through Q&A and polling. Secondly, they’re often used as a lead-generation exercise and require attendees to register to access the content.

We recommend using this webinar production guide in the content planning stages.

The ‘Value Proposition’ of your webinar

Potential attendees need a reason to show up. This should be reflected in your promotion and content.

• When promoting your event state clearly what topics and information the webinar will cover.
• Make sure you clearly address these topics and provide relevant information during the webinar.
• Is bonded/backup/temporary connections available?

Make it concise, respectful and engaging

These are not ‘buzzwords’.

• Only make the content as long as it needs to be (concise). 30 to 45 mins is a good length to aim for.
• Don’t dwell on information that has no value to your audience and therefore wastes their time (respectful)
• The topic might be serious but that doesn’t mean you can’t be friendly or even fun. Q&A is essential to making sure your audience feel part of the webinar (engaging).

Promotion isn’t difficult

Tell potential attendees that the event is happening as far in advance as you can and keep reminding them.

• Almost webinar platforms have built-in email marketing and can be automated to send reminders 1 month, 1 day, 1 week and 1 hour prior to your webinar – use them.
• If  your speakers have social media channels they use regularly then they can also promote their speaking slot.
• If you have internal organisational channels (email, SharePoint, Yammer or other social media) make sure you leverage these to promote the webinar.

Develop a content structure

Sounds complicated – it isn’t. Introduction, Main Content, QA, Wrap-up & Goodbyes

• The introduction – who’s who, what you’re discussing and how long you’re going to be doing it for.
• The Main Content – cover all the information outlined in the ‘Value Proposition’.
• QA – give your audience the opportunity to submit questions and let them hear the speakers respond.
• Wrap-up & Goodbyes. Thank the audience, AOB and close the webinar.

Preparation & Delivery

Not everyone is good in front of the camera. Everyone is terrible if they’re not prepared.

• Rehearse the content as much as possible. The more familiar speakers are with the process the more polished  & professional it will feel to attendees.
• Good Communication between the speakers and the webinar producers is essential.
• Q&A sessions tend to start slow and accelerate. Have some pre-prepped questions at the start of the session while the audience are thinking out/submitting theirs.
• If your presenters are nervous you can pre-record some sections of the broadcast and play it out as part of the live broadcast.