One of the reasons why webinars remain an effective marketing tactic is that your attending audience is motivated and interested. They are taking time out of their busy day to listen to your message and interact with your presenters. 

According to the research study “Digital Media Use in the Industrial Sector”, 70 percent of technical professionals attended at least one webinar in the past year, with 32 percent attending four or more.

Make the most of this engaged audience with these ten tips will make your webinars stronger and more successful.

1. Forget the hype, be helpful
Engineers do not want to listen to your marketing hype in a webinar. They want straightforward information to help them solve problems, learn about new technologies, or perform other work-related tasks. Choose a webinar topic that allows you to be an expert and to teach your audience something they will benefit from. It’s the best way to build credibility for your company.

2. Perform dry runs
Have you ever attended a webinar and there’s been a glitch? We all have. Whether the cause is technical difficulties, or an unprepared speaker, the result is still a loss of engagement. You can prevent these problems by thoroughly testing all technology and have speakers prepare and rehearse before the event.

3. Don’t read
Only the most experienced presenters can read from a script and sound like they aren’t reading. The rest of us can’t pull it off. You still might want to prepare a script and practice reading it, but when the time comes to present, put the script aside and use bullet points to prompt y our speaking. You’ll sound more natural and be more interesting.

4. Interact with your audience
Today’s webinar platforms offer all kinds of features that allow you to interact with your audience. Add real-time poll questions to your webinar. Polls also give you an opportunity to collect data from your audience. Use the chat function to answer questions during the webinar. You can also drive engagement by posting updates during the webinar to social media.

5. Entertain your audience
It never hurts to be entertaining, especially when the topics are serious and technical. Feel free to inject little asides and anecdotes that are related to your topic, or add a slide or two that is unexpected and memorable. When the webinar ends, your audience will be grateful that they not only learned something but also enjoyed the time they spent with you.

6. Be creative with your schedule
Although many studies shows that the most popular days to hold webinars are Tuesday, Wednesday and Thursday, try breaking out of the mold. Schedule for a Monday or Friday. There will be less competition for your audience’s attention. At IEEE GlobalSpec, we’ve seen excellent results from Monday and Friday webinars.

7. Promote everywhere
Typically less than half of registrants actually show up for a webinar. That means you need to heavily promote your event and drive registrations to get the numbers you want. Post your event prominently on your website, and promote through email, social media, banner ads, partners and any other channel you use. Be benefit-oriented and compelling in your promotional efforts.

8. Rebroadcast the webinar
Many of the people who register but don’t attend are still interested in your webinar content. Archive the presentation on your website where engineers can access it in the future.

9. Follow-up with everyone
Follow-up with attendees, as well as with those who registered but did not attend. Plan ahead how you will add them to nurturing campaigns and help move them along toward buying. Give those who attended an opportunity to ask follow-up questions and send them additional related content. Those who missed out can attend the rebroadcast.

Consider co-hosting a webinar with a business or media partner. IEEE GlobalSpec Media Solutions offers a variety of webinar options as your partner. You can develop and present the content, and we’ll invite a targeted audience that might be hard for you to reach on your own. Or you can sponsor one of our webinars presented by a team of industry experts, or have one of our subject matter experts co-present with you. There’s a webinar solution for every marketing objective. Find out more here.

2 comments

  1. I find webinars a PITA. Often a presenter is giving an opinion, disguised as a fact or the latest finding. A presenter can perhaps speak at 120 words per minute. For easy stuff, I can read at 3000 words per minute, slowing down to about 300 words per minute for difficult stuff. When I read, I can put the paper aside, but that’s very difficult if I’m logged into a live presentation. So, my preference is that papers be made available.

    Like

    1. That’s a good point – everyone digests information differently. It’s a good idea for presenters to follow up webinars with the slides or a whitepaper. It’s also important for presenters to provide useful information, not just opinions.

      Like

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