Webinar: What It Is and How to Make One That Gives Out Amazing Results

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Webinar is an online seminar on video, recorded or live, and usually allows the interaction of the audience via chat. The main Webinar platforms are Youtube Live (Google Hangouts), WebinarJam and GoToWebinar. Considered an effective content format is widely used for generation and Lead qualification.


Possibly you have heard (and even participated) in a webinar.

A webinar is nothing more than an online seminar, usually broadcast live, on a specific topic.

Webinar is also a great format for content generation Leads .

Compared to an eBook , for example, is a relatively inexpensive format to be done.

In the case of live webinar, the advantage only increases: it is a content that hardly suffer delays, since undertaken to present it, it will happen one way or another.

In particular, we like to webinars by two implicit reasons:

  • It’s a great way to engage directors and other company experts that are unable to allocate time to write in the company blog or produce other content;
  • It is a content that can be repurposed to give other formats: eBooks, blog posts, infographics , presentations on SlideShare, podcasts etc.

The word “live broadcast” might scare some some people, but we guarantee that by following a few steps your company can dare and have a very interesting return for that channel.

I wrote a post on How to prepare a broadcast on YouTube Live . It is quite simple and you do not need a super professional studio for this. To start, you simply, a computer and a goal.

Webinars can be used for many different purposes:

  • It can be a webinar on a broad topic to attract and generate Leads;
  • A webinar on a more advanced topic to advance their Leads the sales funnel ;
  • A live demonstration of your product (live demo) to convert advanced Leads customers;
  • Or even a webinar focused for their customers, with relationship goal and their retention.

Are the needs of your company and your creativity that will determine the topic being addressed. And to ensure success, we will go through all the steps of creating a webinar:

In addition to this post, also download this free full checklist with all the points needed to make a good transmission webinars , without forgetting anything.

Step by step to create successful webinars

For convenience, we divide the main activities that include creating live webinars.

Separate dates by which usually follow here on Digital results, but you can be free to necessary adaptations.

3 weeks before

Set the theme: obviously the first step is to define on what will be the webinar. Write a review of your business needs, consider which theme would be interesting to be addressed and it would bring important results.

Invite speakers: if you want to participate in some other person (who may even be from another company), invite her in advance so she can reserve space on the agenda.

Choose the date: it is always important to consider details such as the proximity to a holiday (people can be programmed to travel at the time of transmission), if there are any important event that day that can compete with your webinar and the best time for your audience be online.

2 weeks prior

Create the event on YouTube Live: with this tool you can mount the transmission link page well in advance. Here ‘s how to prepare a live broadcast on YouTube .

Mounting the Landing Page: so people can register for the event you need a registration page where they put at least your email address to receive the next communications on the webinar. This is an excellent option to turn your website visitors into Leads. Do not forget to put on this page all the important information about the webinar. theme, time, day, etc. And it is quite seller: if the offer must not look, there will be no conversion.

Send a promotional email: if you already have a Leads base , prepare an e-mail invitation to the webinar with all the details of the event and link to the Landing Page.

Disclose in social media: prepare calls on social media inviting the public to the event and directing for your Landing Page.

Preparing ads on paid media: if you have money available for paid advertisements, a good option is to create ads on services like Google Adwords and Facebook Ads .

Put call to action on the site: alternative is to create CTAs on the company website, either banner or calls with links in blog posts, for example.

7 days before

Track registration: monitor how many Leads already converted and consider whether there is need to strengthen some of the communication channels.

Prepare the presentation: if you find it necessary, it is legal to ride a road map to what will be presented. It can be in posts, only to guide his lines and leave no important point out.

Up the presentation on SlideShare: if you use some collateral as a PDF, you can go up this file to be readily available at the time of presentation.

Email Leads for: a good practice to keep the webinar in the minds of subscribers and ensure their participation is to send an email “reminder” reinforcing the date and time of transmission. Take the message to send some material on the subject to go warming up the audience, like a blog post.

1 day before

Arrange the room: be careful with the background and the context of transmission. Try to arrange the room where will present the event and ensure that all the necessary elements (pen to write in a frame, dowel slides, etc.) are to hand.

Check lighting and audio: Also, be careful with the lighting of the site. Protect the environment too dark or the speaker’s face is over-lighting. The same goes for the audio test the microphone before to see if the sound is coming out ok, without echoes or reverberations.

On the webinar

Test the internet: you do not want to risk having their disrupted and harmed webinar because of problems with the connection, right? So rather test your network before transmission.

Email for Leads: on the day of transmission send an email with the link to the webinar. Look for sending at least one hour before the start so that everyone can view the message and access the broadcast page.

Lights, camera and action: on time, start the webinar!

Interact with participants : search interact with participants through comments on the page and answer the questions submitted live. It is recommended to have at least one person to mediate the conversation and monitor what is being said.

Thank those present: the end of the presentation, thank publicly all those who participated and give the final messages, as if the slides will be available via email, for example.

Answer the outstanding questions: answer the comments left on the broadcast page so that all participants have answer.

After transmission

Email for participants: send an email with a permanent link to the video on YouTube and the link to the presentation slides (if any).

Do a search: to know what the public think of the webinar, you can create a free search form and send to the Leads respond. So you can make adjustments indicated by them.

Update texts that talk about the date of transmission: you can continue to generate Leads with your webinar. Just make it available on a Landing Page on your website (or update the old, making the speech “live”). Do not forget to also update the text of thank you emails.

Finally, it is important to always keep improving the process. Surely some stage more will enter or leave this step by step, but the key is to do everything in a planned way to offer webinars increasingly amazing for your audience.

Going beyond: how to prepare amazing webinars and increase results

Above we talked about a beginning. It turns out that not only mark the webinar, throw to the base, prepare a presentation and on the day, submit it.

You also need to think about the experience of their Leads, specifically in the online environment where your Lead will watch the broadcast.

In this topic, we will share a strategy that we apply in the Digital webinars results in mid-2015 and which allowed us to generate many business opportunities and increase the engagement of our broadcasts since.

Why bother with the environment where the webinar will be assisted

As we said, the webinars have always been part of our strategy – both webinars recorded as the live.

In the case of our live webinars, the tool we use at the start to pass them is Hangouts on Air Google.

For these events, we followed our standard launch of a new webinar process . Already we mentioned earlier in this post, but punctuated here briefly:

  • Create a Landing Page for registration;
  • Promote the Landing Page by email and social media;
  • On the day, create the event in Hangouts on Air;
  • Email the event link for those who signed up.

In this case, the default setting where the Lead watching the webinar was a page in Google+:

Broadcast live webinar

More recently, with the change of Hangouts on Air to YouTube Live , the default interface to transmit a webinar turned the Youtube itself.

In comes the fight for attention

Whatever tool you use to convey your webinar, the important thing is the environment where you will distribute this video.

I say this because, in a webinar, it is interesting that you keep the attention of your Lead for much of the transmission, preferably by the end.

And speaking of attention, it is especially hard to keep it when, on a site like YouTube, you have several other videos vying for the attention and taking advantage of the traffic to your webinar:

Broadcast live webinar

Bad, does not it?

What to do to get around

With this problem in hand, we decided to make the following test: embedar (incorporate) the live video on a page of our website.

The premise was that we would have greater control over page content and, instead of taking the Lead to an external environment, it would be taken to our own environment, where we would have control over what he sees.

We made then a page for transmission using the creator of Landing Pages of our software, the RD Station Marketing . It is important to mention here that if you use another tool, or have a programmer to do “the nail”, the logic is the same.

The first version of our broadcast page contained, in addition to the embedded video, a space for comments and a form with a related offer the webinar:

webinar digital results

For comments, we use Disqus , same tool we use here on the blog and enables live commentary, which are loaded without the need to reload the page.

The test was good and the fact that we can easily duplicate these pages, we adopt this format as a standard for our transmissions.

After this model, we have also had some variations, all with the same focus: to increase engagement and results from the webinar.

For example, another page variation that we use for the webinars was this, with a Call-to-Action replacing the form:

webinar digital results - ricotta

This, with related offers of the three companies involved in the transmission of the event:

webinar digital results comarketing

And this, the seller of Papo , whose related offer is a video with a case study of Inbound Marketing and a dedicated offer for the bottom of the funnel:

webinar digital results offer Bofu

Other advantages of using the environment itself

Besides getting manipulate the page to display only the information you want, this strategy also allows things like:

  • Using remarketing code like Facebook Ads and Google AdWords to display ads to those who attended the webinar;
  • Using tools like of marketing automation ;
  • Even with Lead Tracking, if a qualified Lead watch the video, tell the seller that the Lead is consuming content at the time, increasing the chances of success in addressing and sale.

And many others. Just think of what you can do with the YouTube API and a developer.

What to expect with this strategy?

This engagement difference with the video becomes clear when we compare the average rate of the video display incorporated into the Landing Page and video displayed on YouTube itself:

Broadcast live webinar

The average duration of viewing nearly doubled!

And not just engagement with the video increased, but also, in the case of form pages were generated many business opportunities:

Broadcast live webinar

In the above case, the related offer was another material, but, as we show in the post, has also used conversion funnel fund, such as conversion rates and brought qualified leads – and customers – to the sales team.

Your company has done or does live webinars? Tell us how was the experience in the comments.🙂

Post written by Nayara D’Alama and Ricardo Palma , the Digital results.