Creating a Webinar with Limited Resources

Webinars have historically been an effective way to connect with an industrial audience. During the pandemic, interest in webinars has soared to new heights due to the cancellation of most in-person events and engineers spending more time at their desks. Marketers have taken note.

Webinars can be flashy and expensive to produce, with high-end graphics, video, animations, interactive features, brand-name presenters, and more. But there’s no reason a webinar has to break your budget. Even simple webinars produced with limited resources can meet the quality test and be effective in helping you achieve your goals.

Follow these tips for creating a webinar with limited resources:

Research Webinar Platforms

If you don’t already have a webinar platform, you’ll want to research before choosing one. There are low-budget, no-frills platforms, and there are high-end webinar platforms. Even some of the budget ones offer robust feature sets. You can also take advantage of free trials that some webinar platform providers offer.

Focus on the Needs of Your Audience

Engineers attend webinars to learn and discover information to help them do their jobs better, not to be wowed by production values. If you keep your focus on your audience‘s needs and produce a webinar designed to meet those needs, you will save time and money as well as better serve your customers and prospects.

Repurpose content

You may not need to spend a lot of time or resources developing content if you have existing content you can repurpose it for a webinar. Educational presentations, keynote speeches, technical how-to’s, product briefings, and white papers can all serve as foundational content for webinars.

Another way to create content on a budget is to look in product support forums and Q&As where you will often find topics that are top of mind among your customers. You can design a webinar that answers some of the most common or pressing product or support issues, and also use a chunk of webinar time to conduct a live Q&A.

Call on Internal Experts

A webinar doesn’t require a paid external speaker to be effective. Internal technical experts can be a source of content ideas and can also serve as presenters on technical topics of interest to your audience. Not every internal expert will be comfortable as a speaker, but there are likely some who would shine in this role. It’s also likely easier to recruit a colleague to participate than it is an outsider.

Partner Up to Defray Costs

You can work with a partner to co-host a webinar on a relevant topic. Partnering has the double advantage of expanding your audience reach to your partner’s database and sharing the costs of marketing and producing the event.

Co-hosted webinars typically include multiple speakers and help add variety to the content, which can be appealing and engaging to your audience. The key is to find a complementary partner whose message neatly integrates with yours.

Use Templates for Landing Pages and Registration

Reusable templates help you save time and money when creating event landing pages and registration forms. There’s no reason to start from scratch each time. Templates also give you an easy way to maintain a consistent brand look and feel to your pages and forms.

Work with a Media Company

Sometimes the best approach, when faced with limited resources, is to work with a media company to produce and host a webinar. If resolving technical glitches, handling registrations, conducting pre-and post-event marketing, and meeting production values is too much of a resource strain for you right now, consider working with a third party for your webinars. You’ll also be able to free up some of your internal resources to focus on other pressing marketing matters. Read more about outsourcing webinars here.

Marketing, General Webinars

It’s Time to Up Your Webinar Game

With many in-person events canceled or postponed due to COVID-19, marketers are putting more resources into exhibiting at virtual tradeshows and hosting webinars.

While virtual tradeshows are a relatively recent phenomenon, webinars have been part of the manufacturing marketing portfolio for years. What’s the difference between the two programs? Think of virtual tradeshows as novels and webinars as short stories.

Virtual tradeshows can go on for days and have multiple tracks, just as a novel might have multiple plotlines. Webinars are still short—rarely more than an hour—and typically focus on one key theme, such as an emerging technology or a novel manufacturing process.

With marketers everywhere suddenly turning their attention to webinars, and engineers seeking out webinars as an educational and informational resource, you need to up your game to stand out, keep your audience engaged, and show your company and brand in a positive light. How do you do it?

Webinar software

If you’ve been hosting any webinars, you likely already have a webinar platform. If not, the market is flooded with new entries, and you’ll need to vet your possibilities. If you’re working with a partner, you’ll want to learn about what their platform of choice offers.

Compare the features, benefits, support, and policies of the various platforms. Whether you have an existing webinar solution or are searching for one, the most important aspects are that you use a webinar platform that enables you to:

  • Deliver the type of content and user experience that aligns with your marketing goal
  • Includes interactive features to engage your audience
  • Gives the host robust command of the event
  • Is easy to use and offers tracking and support

Engagement is a must

In many ways, webinars offer advantages over in-person events. There is no travel time or travel expense. There are no crowded rooms with screens or speakers that are difficult to see from the back. With a webinar, the presenter can easily and quickly switch what appears on the screen.

While you can’t replicate an in-person experience, you can take advantage of webinar features that help engage your audience and deliver a more personalized experience.

  • Use live polls offering the ability to publish results in real-time. It’s a great way to interact with your audience and gain intelligence by asking them questions.
  • Combine traditional slides with video. The video can be the speaker, a product demonstration, a process animation, or other content of interest.
  • Try a live roundtable discussion on an important topic in your industry, using video to virtually place the panelists in the same room—on your audience’s screen.
  • Implement a chat window for the audience to interact with each other during the webinar or to contact the host.
  • Have a button for the audience to submit questions. The moderator or host can screen the questions so that they are focused, relevant, and clear.
  • Some webinar platforms offer virtual breakout rooms, which allow people to leave the webinar to then attend smaller group chats. This is useful for a webinar that might attract different audiences with varying interests.

Get Ready for Your Closeup

Everyone and everything looks different on camera than in person. If your webinar includes video of people speaking, pay attention to:

  • Lighting and camera angle. Make sure the speaker’s face is clearly lit, but not washed out, and is at a natural distance and angle from the camera—neither a pinhead nor a looming blob. Speakers should look directly at the camera.
  • Background. A lot of people have been putting up custom backgrounds when attending a virtual video meeting. Use a background that is clean, tidy, and neutral.
  • Visuals. Don’t crowd the screen with too many windows. Don’t crowd slides with too much content. Engagement isn’t a function of the quantity of information, but rather a function of relevance and quality.
  • Post-webinar activities. After you master the technology, prepare the event, practice your presentations, and finally deliver the show, you can sometimes forget you’re hosting the webinar to build relationships with your audience. Deploy your marketing expertise to follow-up with attendees and use the webinar metrics to shape your response.

Don’t Forget Partnerships

Not every manufacturer has the time and resources to develop and host a webinar program. And yet, webinars are such an important tactic right now.

Many manufacturers are partnering with GlobalSpec to jointly host a webinar. We provide the qualified attendees and manage the entire program for you, including:

  • Promotion of your webinar
  • Audience registration and attendee tracking
  • Webinar registrant and attendee reporting, both for the live day event and 90 days on-demand
  • Live day rehearsal and review of webinar platform functionality
  • Electronic files of final presentation for use on corporate website, YouTube, etc.

Working with GlobalSpec on webinars, you can extend your reach to a broader, yet still targeted audience, as well as leave the technology and tracking to us. It’s a great way to showcase new products and emerging technologies, demonstrate manufacturing processes, train and educate your audience, and more.

Check out our live and on-demand webinars here.


8 Tips for Creating a Successful Webinar

woman learning attending webinar

In an era where engineering technical and industrial professionals are being bombarded with information, they continue to seek out webinars for valuable and timely educational information. Webinars are even more important in a time where digital encounters are our only option. Because an online event may be the only first impression a prospect gets of your company, it’s more important than ever to modernize your webinar experience and drive deeper engagement. Here are some tips for creating a successful webinar.

1. Coordinate an ideal promotion schedule.
A successful webinar is not built in a day. You should begin plans for your content at least eight weeks in advance, including thinking about audience, topic, and materials. Your promotion should include your initial invitation, a reminder, and emails when your webinar is available on demand. In addition, you should encourage your sales team to share the webinar in their email signature and with customers in conversations. Add information about the webinar to your social media channels, website, and any other customer communications.

2. Don’t try to be everything to everyone.
Your topic should focus on solving a prominent problem for your audience. Before diving into content, make sure to define your goal. What message is right for this stage of the customer journey? Align your subject matter to your customers’ interests and pain points.

3. Strike a balance between education and product pitch.
Engineers can spot a sales pitch a mile away. Your webinar should provide value and education that engineers cannot find anywhere else. Tap into the unique information that only your organization can provide. Coordinate with subject matter experts internally, or consider asking an analyst in your field to contribute.

4. Get on board with training.
Engineers are most interested in training and upskilling, followed by insight and industry trends.* Think about what you can teach engineers, or what industry insight you are uniquely positioned to provide.

5. Success starts with the title.
List titles attract more registrants than non-list titles. Try to choose a title that includes “How To,” “101,” “A New Way to,” or “Trends in.”

6. Include visual interest.
Webinars today don’t need to be limited to just slides. Keep your audience’s interest with video clips when possible.

7. Experiment with interactive tools.
Another way to hold your audience’s attention is to get them involved. Make sure to solicit questions before the webinar, as well as during the presentation, if possible. If the poll option is available to you, it can offer valuable insight into your audience and even help you tailor your content.

8. Use webinar questions as ideas for future content offerings.
A successful webinar is not only measured in attendance and leads. Monitor the questions you receive, even if you don’t answer them during the live broadcast, to gain insight into your audience’s areas of interest. The polling tool can also help you meet your audience where they are in terms of sophistication.

*2019 Benchmarks, BrightTALK

Marketing, General Webinars

On-Demand Webinars: Tips for Success

Webinars are one of those marketing tactics that can keep on giving. You host the live event, and afterward you can offer a packaged version of the webinar for on-demand viewing.

Data gleaned from GlobalSpec’s webinars are consistent with industry standards, which report that 84 percent of B2B audiences opt for replays over live webinars. That’s a huge percentage. The reasons are primarily two-fold:

  • Only a small percentage of your potential audience will be available on the exact date and time of your live webinar.
  • Engineers and technical professionals—much like other professionals—prefer to consume content on their own terms.

On-demand webinars offer several advantages to the marketer:

  • Any technical difficulties that sometimes happen during live presentations are eliminated during on-demand viewing.
  • Most of your webinar costs have already been sunk into the live event. The costs to provide on-demand viewing are much lower.
  • The webinar can add value to your marketing portfolio for months to come.

However, you should also be aware of several caveats regarding on-demand webinars:

  • Interaction in an on-demand webinar is limited. You can’t have real-time Q&A, live polls, or other interactive features.
  • Promotion efforts rarely match the level of the live event, so some of your target audience may not know about the availability of the on-demand version.

With careful planning and targeted outreach, you can incorporate on-demand webinars into a successful, integrated marketing program that helps you attract a motivated audience and generate more demand for your products and services.

Create a “webinar hub.”

Make sure your on-demand webinars are easy to find by creating a webinar hub where you post your content. Whether you have a few webinars or dozens, make the webinar hub an important part of your website by adding it to navigation schemas and site indexes, and using house ads to promote it.

Be sure to curate the content on your hub. Classify the webinars under appropriate headings. Delete out-of-date webinars. Rearrange as needed for emphasis.

GlobalSpec’s webinar hub is a single, comprehensive destination that offers engineers the opportunity to view on-demand webinars and to participate in live events. Click here to view.

Build a registration form.

Click on any on-demand webinar link on GlobalSpec and you’ll be taken to a page with a thorough description of the content and key takeaways, along with a registration form.

The whole purpose of the on-demand webinar is to begin a conversation with a potential prospect, so you’ll need to ask them for some information by setting up a registration form. Name, email address, and company are likely enough to get the conversation going. You can fill in more information later as your relationship deepens.

Make content changes.

You’ll want to tweak your webinar for the on-demand version. First, remove the date, which often appears on the first slide. This way, the webinar will never feel dated to your audience.

You’ll also likely need to strip out live polls, but you can keep the results of polls from the live event. As for Q&A, while it isn’t feasible to have a live session, you can provide a prompt for your audience to submit questions you can answer asynchronously via email. It’s a great way to open the lines of communication and learn more about what your audience is thinking.

Promote the on-demand version.

As soon as you’ve posted the on-demand webinar, you should begin promoting it. Here are some ideas:

  • Contact everyone who signed up for the live event but didn’t attend. This might be up to half of your registrants. The registered-but-didn’t-attend group is your most qualified (other than live attendees) because they’ve already expressed interest. Invite them to view the on-demand webinar and remind them of what they missed.
  • Promote the on-demand webinar using house email lists, social media, e-newsletter advertisements, banner ads on your website or on an ad network—use any channel that you used for the live event.
  • Mix things up and promote the webinar from different angles: highlight the speaker, or the technology, or the problem being solved. This gives your content a fresh feel.
  • Divide the webinar into shorter snippets that are easier for your audience to consume. Instead of requiring 45-minutes of their time, for example, you’re asking for seven minutes. This technique can work well as long as you plan from the beginning to build a webinar that can be chunked into logical standalone sections.
Marketing, General Webinars

How Webinars Will Change in 2020

Historically, webinars have provided strong demand opportunities, brand building, and the ability to engage your target audience and establish thought leadership in the industry.

Seventy-three percent of B2B marketers and sales leaders say webinars are the best way to generate high-quality leads, and 57 percent of marketers say they will create more webinars next year, according to GoToWebinar. Engineers and technical professionals find great value in webinars.

In the most recent GlobalSpec “Pulse of Engineering Survey,” engineers ranked webinars near the top of the list of ways to maintain, educate, and advance their professional skills. According to the “2019 Smart Marketing for Engineers” survey conducted by GlobalSpec and TREW Marketing, 84 percent of engineers said webinars were valuable for researching the latest engineering technologies, industry trends, and products and services.

Webinars remain one of the most important marketing tactics in the manufacturing sector, and your target audience has high expectations for such events. In 2020, you will need to up your game in the following ways to create an effective and memorable audience experience and to continue driving results.

1. Align content with audience needs

Although engineers believe in webinars, they are extremely selective in what type of webinars they attend. Fluffy sales pitches will attract no one; however, training and education will draw them in.

Webinar attendees indicate that they value training and improving their skills above all else, followed closely by insight and industry trends, how-to explanations, and case studies, according to 2019 Benchmarks, BrightTALK.

When planning webinars for next year, make sure you take these audience preferences into account. Design content to educate and train your audience on what matters to them, and you will likely attract more attendees.

2. Pick a day, any day

One trend we’ve noticed is the rising popularity of Friday webinars. It has been a long-held marketing belief that webinars should be scheduled only for the middle of the week, but registration data shows that almost any day works for drawing in live audiences. Don’t be hesitant to schedule webinars on Fridays or Mondays as well as the other days of the week.

3. Webinars must be available on demand

Everyone who has ever produced, marketed, and hosted a webinar knows that not everyone who registers for a webinar shows up for the live event. It’s not unusual for only 50 percent of registrants to attend the live webinar. Last-minute meetings come up. Pressing deadlines take precedent.

It’s also true that many people might be interested in the webinar content but are not available for when the webinar is scheduled or didn’t know about the webinar. GlobalSpec webinar data is consistent with industry standards, which report that 84 percent of B2B audiences opt for replays over live webinars.

For these reasons, it’s essential that you make webinars available to audiences on demand following the live event. This way, you will be able to capture many more viewers, generate more demand opportunities, and increase the visibility of your brand.

You also shouldn’t measure the success of your webinars based only on live day attendance. With many engineers opting for on demand viewing after the event, you shouldn’t measure the success of a webinar until 90 days after the event, when the number of attendees is expected to level off.

4. Variety and interactivity will increase

It’s no longer enough to spend 45 minutes or an hour displaying and talking over static slides for a webinar. To drive deeper and meaningful engagement, you must interact more with your audience. Today’s webinar platforms offer a number of interactive features. Consider adding the following to your webinars:

  • Live polls: Asking your audience polling questions offers a number of benefits. First, you are able to solicit your viewers’ opinions to understand how they are thinking. Second, when you display results, your audience can see how their answers compare to their peers. Finally, the results of poll questions can be used to help tailor your content and to shape future webinars or other marketing content.
  • Interactive Q&A: This is a great way to get your audience involved and to find out exactly what’s on their minds. The Q&A isn’t exclusively a tack-on to the end of a webinar. If you’re covering several topics, after each section you can solicit a question or two from the audience. As with polls, Q&As can help shape future content. If you’re not comfortable with spontaneous Q&A, you can solicit questions ahead of time, such as during registration or on social media, and answer them during the event.
  • Video and animation: Webinar platforms and ubiquitous broadband connections give you the option to add video and animation that can help increase engagement. You could include an animated sequence showing how something works or how to do something. Or include a snippet of an interview video or an industry presentation.
  • Have more than one speaker: Pass the speaking duties back and forth based on each speaker’s area of expertise or segments of the webinar. Or include a brief interview with an expert as part of the webinar. If you can have both male and female speakers, the differences in their voices can add a measure of variety to the presentation.

5. Work with partners

Many industrial marketers are choosing to work with a media partner such as GlobalSpec to add webinars to their marketing mix. Whatever your marketing objectives, we have a webinar package to meet your needs, from providing industry speakers and additional target audience to handling all aspects of event production and marketing, freeing you to focus on other marketing responsibilities. Learn more about GlobalSpec webinar solutions here.

Marketing, General Webinars

Five Best Practices for Successful Webinars


Historically, webinars have provided strong demand opportunities and the ability to build brand awareness, engage your target audience and establish thought leadership in the industry. What’s more, engineers and technical professionals find great value in viewing webinars—67 percent attended at least one webinar or online event in the past year; 31 percent attended four or more (2017 Digital Media Use in the Industrial Sector).

However, your target audience has high expectations. They want a robust, interactive and compelling learning experience. Your job is to give it to them. Here are five best practices to help ensure that your webinars are effective and memorable.

1. Put Audience and Purpose First

Are you trying to connect with financially-focused executives, tactical technical managers or hardcore engineers? Where in your audience’s buy cycle are you trying to connect with them? An early-stage webinar might focus on awareness and thought leadership, mid-stage buy cycle is ripe for presenting problems and solutions, and later-stage is the time to drive home benefits and purchase opportunities.

By answering purpose and audience questions up front, you will find it much easier to create focused, compelling content for your target audience. One thing you don’t want to attempt is to create a webinar that is everything to everybody. It will end up so general and watered down that no one’s needs will be met.

2. Create a Highly Visual and Interactive Experience

Webinars are not meant to be read by your audience and blocks of text on slides are boring, so keep your text to a minimum. Instead, make your slides visually interesting. Use screenshots, product photos, and data charts and graphs—all of which can be quickly absorbed and retained by your audience.

You can also use short video and audio clips in the webinar to deliver a multimedia experience. Go one step further and engage your audience by adding interactivity. Real-time polls give your audience an opportunity to participate and also provide you with valuable data. Q&A sessions allow you to hear directly from the audience, discover what’s on their minds and perhaps even generate ideas for your next webinar.

Another way to boost interest is by having more than one speaker. Pass the speaking duties back and forth based on each speaker’s area of expertise or segments of the webinar. Or include a brief interview with an expert as part of the webinar. If you can utilize both male and female speakers, their different voice qualities can add a measure of variety to the presentation.

3. Practice, Practice, Practice

Your audience will know if you’re not prepared and are just casually winging your presentation. They will also know if you are reading straight from a script. Both of these are audience turnoffs.

It’s important to create a comprehensive content outline to guide the flow of the webinar and it’s essential that you practice at least one complete dry run of the webinar, including testing your technology and settings.

Probably everyone has attended a webinar where something has gone wrong: the slides don’t display properly, the video won’t play, there’s background noise or the speaker isn’t clear or wanders off topic. There are many variables to account for when creating a webinar, but you can minimize anything going awry if you practice and prepare.

4. Market Your Webinar—Pre- and Post-event

To drive attendance to your webinar, make use of every marketing vehicle you have to reach your target audience. Promote the webinar prominently on your website, send invites through email and announce the event on all your social media platforms. Salespeople can even add a temporary email signature that promotes the event, and you can use online display advertising to build awareness and drive event registrations.

Make sure you record the webinar and post it for on-demand viewing following the live event. Many people may not be able to attend the webinar live, yet are still interested in your content and message. Just as you promoted the live event, promote the on-demand version as well. Attendance of on-demand webinars is on the rise, and can often result in a large chunk of additional viewers.

Also, if you plan ahead, you can build your webinar in discrete modules and split them into chunks for later on-demand viewing. This allows your audience to pick and choose what content interests them the most and gives you more fuel for your content marketing efforts.

5. Make Sure You Have a Trusted Platform or Partner

You’ll need a reliable webinar platform in order to market and host a compelling, interactive event that’s free of technology glitches. There are many providers to choose from, including GoToWebinar, Webex, On24, Adobe Connect and more. Make sure the platform you choose has all the features, capabilities and support you need.

Another way to add webinars to your marketing mix is to work with a media partner such as GlobalSpec. Whatever your marketing objectives, we have a webinar package to meet your needs — from providing industry speakers and additional target audience to handling all aspects of event production and marketing, freeing you to focus on other marketing responsibilities. Learn more about GlobalSpec webinar solutions here.

Marketing, General Webinars

Five Marketing Myths Debunked

We’ve all heard “facts” about B2B marketing that are based on misconceptions or assumptions. You might have read or heard that something is true when in fact research data or your own analysis can prove that it’s not.

Basing your marketing decisions on myths can lead to subpar results. To help you improve your marketing effectiveness, here are five common marketing myths, debunked.

Myth #1: People don’t attend webinars on Mondays or Fridays

Research conducted by HubSpot found that Tuesday, Wednesday and Thursday at 1 or 2 pm EST are the best times to host webinars, but the best time can vary widely based on your time zone, your audience’s time zone, their schedule, and more.

ClickDimensions Marketing, after experimenting with different times to hold webinars, offers this advice: “If you can offer a variety of times, you will get a great turn out and appeal to viewers in other countries for having made the effort. If you think about the average webinar, the majority of the effort goes into promoting it and assembling the content. Thus, if you’re going to go to all the effort, why not run the live webinar a few times during the day?”

Another issue with following the midweek trend for webinars is that you face more competition for your audience’s attention. Other companies are also hosting webinars on those days. It’s worth experimenting with a Monday or Friday webinar to find out what your draw is like.

Again, testing different times and days of the week is your best approach. Every business is unique—as is your audience—and what works for one company may not for another.

Myth #2: Tuesday through Thursday mornings are the best times to send email

It’s been common knowledge throughout the industry that people tend to open their email in the mornings and that Mondays and Fridays are days to avoid sending email. But as customers are becoming more and more mobile, email opens occur at all hours, on all days, and on all devices.

According to Entrepreneur, for B2B emails aimed at entrepreneurs and workaholics, the weekend is the best time to send emails. Saturdays yield the highest open and click-through rates. For those who work regular hours and don’t check email outside of work, the most opens and clicks occur Tuesday through Thursday.

Even though the weekend was not the most popular time to send emails, those who opened were much more likely to engage with the emails they received, and click through or purchase.

Again, experiment with different sending times and days, and track results to see what works best. Perform an A/B test using only the day or time as the variable to provide some insight.

Myth #3: When it comes to content, more is always better

Though it feels like the general advice about content marketing is “create as much content as possible,” the truth is that it’s better to have targeted, relevant content than simply more of it. The Content Marketing Institute reported that although the majority (88 percent) of B2B marketers use content marketing as a strategy, the median time people spend on an article is 37 seconds. That means your 3,000-word article is skimmed for a few seconds and then dismissed.

The solution is to focus on content quality that will keep your readers engaged.  Understand your audience’s information needs and content consumption habits, and create content that fits those needs. That way, your content efforts won’t be wasted.

Myth #4: Engineers don’t make B2B purchasing decisions

Not true. The 2016 Industrial Buy Cycle survey conducted by GlobalSpec Media Solutions found that purchasing is a collaborative effort, with staff engineers and engineering managers having the majority of influence. Budget authority resides throughout the organization—not just with senior managers.

For marketers, this means you must communicate with the entire engineering team, including operations, corporate management, and purchasing. In addition to your overall marketing message, develop a strategy to communicate with each of these different personas, make a connection with them, and address their key concerns.

Myth #5: Social media results aren’t measurable

Like most things digital, social media is immensely measurable. Social media analytics and marketing automation platforms can surface meaningful numbers and benchmarks to guide your practice.

The key is to align your B2B objectives with your social metrics. Most industrial marketers use social media to increase brand awareness and distribute content. Shares, mentions, comments and likes can all provide brand awareness measurement. Clicks and download of content can demonstrate the effectiveness of content marketing. But if you’re expecting to measure new customers gained exclusively through social media outreach, you will be disappointed. Social media is only one of multiple tactics and touches that must work within an integrated plan designed to win new business.

That’s it for this edition of marketing myth busting. What other fallacies have you uncovered through your own data and analysis? Let us know!

Content Marketing E-Mail Marketing Social Media Webinars

Ten Tips to Put the “Wow” in Your Webinars

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.


Why Webinars Have an Important Role in Your Marketing Mix

 Webinars provide strong demand generation opportunities, and the ability to build brand awareness, engage with your target audience, and establish thought leadership.

One of the key reasons why webinars are an effective marketing tactic is that your attending audience is motivated and interested. They are committing an hour or so of their busy day to listen to your message and interact with your presenters. That takes a lot more effort on their part than, for instance, scanning an email or reading a web page. Additionally, webinars require less time, effort, and especially cost to attend than an in-person event, which helps increase their popularity.

As in-person tradeshows continue to experience decline in this digital era, webinars have filled the void for interaction between technical professionals and vendors.

Seventy percent of technical professionals attended at least one webinar or online event in the past year, and 32% attended four or more (IHS Enginering360 “Digital Media Use in the Industrial Sector” survey).

Industrial marketers realize that webinars have an important role in their marketing mix. Thirty-six percent now use webinars as a marketing tactic, and 40% are increasing spending on webinars (IHS Engineering360 “Industrial Marketing Trends” survey).

A variety of webinar options
Webinars can require a lot of work to be successful – from choosing a topic; to creating the presentation and script; to promoting your event; to registering and reminding your audience; to having a platform to host the webinar; to following up with opportunities post-event; to archiving the event on your website for future on-demand viewing and lead generation.

Doing all of this on your own requires resources, technology, and expertise. You also must attract a targeted audience on your own. If you’ve successfully been producing and hosting webinars, and generating engagement opportunities, you deserve credit for a job well done. If you’re just getting started, don’t be intimidated by the work involved. There are other options available.

Whether or not you have experience with webinars, working with a media partner for webinar marketing offers a number of advantages:

• A broad, yet still targeted audience. The right media partner will have access to a motivated and targeted audience you may not be able to reach on your own, and will develop and manage a multi-channel marketing plan to target the specific audience you want to attract and to promote your webinar.

• Comprehensive project management. Partners offer easy registration capabilities, email reminders, post-webinar follow-ups, and other features to help increase registration, attendance, and audience satisfaction. They can also handle all the technical aspects of webinar production and delivery. These services free you up to focus on webinar content and integrating the event into your overall marketing mix.

• Additional webinar options. Media partners that have webinar expertise can offer you a broad array of options. For example, you may want to create and deliver the webinar presentation, and have your partner handle the audience and production aspects. This is the more traditional route. But forward-thinking media companies offer other options for industrial marketers. For instance, your company could sponsor and brand a pre-determined webinar comprised of a panel discussion with industry experts. This option is a great way to build credibility and thought leadership around key topics that are important to your company. Another option is a more hybrid approach, with your media partner providing experts to collaborate with you and co-present on a mutually agreed upon topic.

Webinars are expected to show increased growth in the industrial sector. The main reason: they are effective. And more and more industrial marketers are working with media partners to strengthen their webinars and increase the return on their investment. For more information on custom webinar services from IHS Engineering360 Media Solutions, click here.

Demand Generation Marketing Trends Marketing, General Webinars

Five Compelling Reasons Webinars Belong in Your Marketing Mix

 In this digital era, there’s no shortage of online channels and tactics for industrial marketers to connect with their target audience of technical professionals. But one tactic that’s been effectively used almost from the dawn of digital marketing is webinars—and webinars are still going strong. Here are five compelling reasons why webinars should be an important part of your marketing mix.

1. Statistics Support the Appeal of Webinars
According to the Content Marketing Institute, 61% of B2B marketers are using webinars/webcasts for marketing in 2015 and survey respondents report that webinars are the second most effective B2B marketing tactic. In addition, the research and advisory firm Outsell in its “Annual Advertising and Marketing Study 2015: B2B Advertising” reported that webinars have increased by 10.4% in the overall B2B marketing mix in the last year and that marketers are increasing their investments in webinars by 19%.

The increased investments in webinars align with the behavior of technical professionals who find value in attending webinars and other online events. Such events are convenient to attend for engineers who prefer to be in their office and at their desks and who may not have the budget or time to attend in-person events. According to the IHS Engineering360 “Digital Media Use in the Industrial Sector” research report, seven out of ten technical professionals attended at least one webinar or online event in the past year. Thirty-two percent said they went to four or more.

2. Webinars Can Help Achieve Many Objectives
You can achieve many objectives with webinars. For example: showcase new products and emerging technologies; provide education and training; share product demonstrations on manufacturing processes; strengthen your thought leadership positioning; promote successful case studies; and more.

In addition, webinars can be more robust, interactive, and compelling than ever before, thanks to advances in technology and near ubiquitous broadband networks. You can collect valuable data from attendees by asking poll questions during the webinar, then display and discuss the poll results in real-time. You can also have an interactive question and answer period at the end of your presentation—or at any time during the event. You can embed video in the webinar. All of these capabilities help you to capture and hold the attention of your audience.

Webinar platforms and partners also offer easy registration capabilities, email reminders, post-webinar follow-ups, and other features to help increase registration, attendance, and audience satisfaction.

3. Webinars Offer Exceptional Engagement Opportunities
Technical professionals who take time out of their busy work schedules to attend your webinar are motivated. They have a special interest in the topic you are presenting. They have questions they want answered. Webinars allow you to control the message, yet still interact with your audience in ways that are helpful to them.

Plus, attendees can be anywhere—there are no geographical boundaries or limitations with webinars, helping you extend your market reach. And you have contact information of attendees from when they registered. This gives you an excellent opportunity to engage a motivated audience and to follow up with them afterwards to build a mutually beneficial business relationship.

4. Webinars Keep on Giving
The real-time, interactive nature of webinars offers a number of benefits, yet webinars continue to provide benefits after the live event is past. You can post archived webinars on your website to be viewed by those who missed the event or may not have known about it. Again, you can collect contact information. You can also post webinars on YouTube or other video-sharing sites. Or repurpose webinar content into articles, white papers, blog posts, or other content formats.

5. You Can Partner with Experts for Custom Webinars
No one denies that webinars require a lot of work to be successful —from choosing a topic, to creating the presentation and script, to promoting your event, to registering and reminding your audience, to having capabilities to host the webinar, to following up with opportunities post-event.

Many industrial marketers are now working with partners such as IHS Engineering360 Media Solutions on webinar programs. You can maintain a strong brand presence while getting help with content creation, promotion, reaching a broader audience beyond your own list, attendee registration and tracking, platform capabilities, reporting, archiving, and more. The result will be a polished, professional, and relevant webinar, while also giving you more time to focus on integrating webinars into your overall marketing strategy and efforts. For more information on custom webinar services from IHS Engineering360 Media Solutions, click here.