The Dos And Dont’s Of Webinar Marketing

by Shahil Shah

So, you want to crush it with webinar marketing, huh? Webinars can be an incredibly effective tool for generating leads, building brand awareness, and establishing yourself as an expert in your industry. In this blog post, we’ll dive into the world of webinar marketing. We will discuss some dos and don’ts of webinar marketing. So, grab a cup of coffee, get comfy, and let’s get started on your journey to webinar success!


 Top 7 Dos of Webinar Marketing


1. Define Clear Objectives

When you’re planning a webinar, it’s crucial to know what you want to achieve. Are you aiming to educate your audience? Build brand awareness? Generate leads? Or perhaps launch a new product or service?

Clear objectives are like benchmarks that allow you to measure the success of your webinar accurately. Whether it’s tracking attendance, engagement, or post-webinar conversions, you can measure it all accurately. Additionally,  according to reports, 73% of B2B marketers and 70% of B2C marketers include content marketing in their overall marketing plans. Moreover, here’s how you can define a clear strategy too-

1. Firstly, start with a clear “why”: Understand your main purpose for hosting the webinar.

2. Secondly, be specific and measurable: Set precise goals that you can track and evaluate.

3. Thirdly, prioritize objectives: Focus on your primary goal while considering secondary ones.

4. Fourthly, align with business goals: Ensure your webinar objectives contribute to broader business objectives.

5. Fifthly, set measurable metrics: Define key performance indicators (KPIs) to gauge success.

6. Additionally, communicate objectives: Ensure everyone involved understands the webinar’s goals.

7. Lastly, evaluate and adapt: After the webinar, assess your achievements and refine objectives for future events.


2. Work Towards an Engaging Content

Nobody wants to sit through a monotonous lecture, isn’t it? This is why, engaging content is the key to keeping your audience interested. Additionally, when content is captivating and relatable, attendees are more likely to absorb and retain information. Not this, Engaging content is more likely to be shared by attendees.

Also,  nearly half of marketers, about 49%, find it challenging to grab and hold their audience’s attention when hosting an event successfully.

So, how do you make your content more interesting? Let’s say you’re hosting a webinar on “Effective Time Management for Busy Professionals.”, here’s how you can make it more interesting-

1.  Firstly, use a visually appealing infographic to showcase the impact of effective time management with before-and-after statistics.

2. Secondly, share a success story of a professional who improved work-life balance through time management techniques.

3.  Thirdly, conduct live polls asking attendees about their top time management challenges and discuss solutions in real-time.

4. Fourthly, sprinkle in a relatable and lighthearted anecdote about a common time management struggle.

5.  Lastly, include short audio clips of professionals sharing their tips on time management. This adds an auditory element to your presentation.


3. Choose The Right Time

Scheduling is critical. Therefore, you must consider your target audience’s time zones and work hours to pick a time that suits them best. So, research any industry-specific or major events that might conflict with your chosen time.  Additionally, you wouldn’t want your webinar to clash with a significant conference or holiday!

Moreover, as per the studies, the most favorable time to conduct a webinar is at 10 a.m. It attracts 29% of registrants for attendance. Here is data to help you choose your webinar timing-

NOTE: Selecting the right time for your webinar involves a thoughtful consideration of your target audience’s time zones, work hours, and daily routines.


4. Promote Early and Often

Are you leaving webinar promotions to the last minute? That’s a big no-no!

To really boost your attendance, you should kick off your promotional efforts well in advance. Building anticipation can significantly impact your attendance! Additionally, when people know about your webinar ahead of time, they can plan to attend, and that can make a big difference in your turnout. 

If you’ve been putting in effort to attract attendees but haven’t been successful. Don’t worry! Here’s some valuable data that will tell you why people do not register for webinars.


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Are you making any of the above mistakes? Well, it’s time you correct those!


5. Choose Your Webinar Platform Wisely

The choice of webinar platform can make or break your event. A reliable and user-friendly platform is essential to ensure a smooth and trouble-free experience for both hosts and participants. Moreover, it sets the stage for effective content delivery, audience engagement, and interaction. 

Additionally, the platform you choose should offer not only technical dependability but also a user interface that simplifies the entire webinar process. Here are some important features to check while choosing a webinar platform-

1. Firstly, the ability to accommodate a growing number of attendees is crucial for events of all sizes, from small training sessions to large conferences.

2. Secondly, ensure that participants can join from different devices, including desktops, laptops, tablets, and smartphones.

3. Thirdly, compatibility with various operating systems (Windows, macOS, Linux) ensures accessibility for a diverse audience.

4. Fourthly, look for features like polls, surveys, chat, and Q&A sessions to engage participants and encourage interaction.

5. Additionally, this allows hosts to share presentations, documents, or their entire screen, enhancing content delivery.

6.  Lastly, the ability to record webinars and provide access to recordings afterward can extend the reach of your content.



6. Follow Up

Do you know? Just 42% of marketers reach out to webinar attendees within the first 24 hours.  Therefore, you must understand that The webinar isn’t the end of the road. After the event, reach out to attendees with a follow-up email. Thank them for taking the time for your webinars. Also, provide additional resources like slides or a recording and continue the conversation. It’s a great way to nurture leads and maintain engagement.


7. Rehearse Well

Practice makes perfect. Therefore, before going live, rehearse your presentation and run technical tests to ensure everything runs smoothly. This reduces the likelihood of unexpected hiccups during the webinar.


The Top 7 Don’t of Webinar Marketing


1. Don’t Overwhelm With Information

Overloading your audience with an excessive amount of information can be counterproductive. When you inundate them with too much data, you risk causing information fatigue. Instead, aim to keep your content focused and concise. Prioritize the most valuable and relevant information to deliver a clear and memorable message. This approach ensures that your audience retains and appreciates the key takeaways from your webinar.


2. Don’t Neglect The Technical Issues

Technical issues can disrupt the flow of your webinar and frustrate both hosts and participants. Therefore, it’s crucial not to overlook the technical aspects of your webinar.

Firstly, ensure you have a stable internet connection to avoid unexpected interruptions. Secondly, prioritize high-quality audio and video equipment to deliver a professional presentation. Thirdly, select a user-friendly webinar platform to provide a seamless experience for everyone.

By addressing these technical considerations, you set the stage for a successful and glitch-free event.


3. Don’t Ignore Feedback

The feedback received from your audience is a valuable resource for improvement. Therefore, after the webinar, it’s important to regard the feedback of your attendees. Additionally, as per reports, the response rate for post-webinar surveys hovers at approximately 25%.

So, if you haven’t gathered your attendees’ feedback then you must! Take time to carefully analyze the comments and suggestions provided. This feedback can offer insights into what worked well and what could be enhanced in the future. Lastly, when participants see that their feedback is taken seriously, it builds trust. 

NOTE: A satisfied audience is more likely to become loyal followers.



4. Don’t Make Your Webinar Hard Selling

Webinars can serve as a platform to promote your products or services. However, it’s essential not to turn your presentation into a blatant sales pitch. Instead, prioritize providing valuable insights and information. So, focus on building trust and delivering value to your audience. Additionally, incorporate soft selling techniques that gently guide participants toward understanding how your offerings can address their needs. This approach ensures that your webinar is viewed as informative rather than overly promotional. 

DO YOU KNOW? Approximately 78% of individuals refrain from signing up for webinars due to their perception that the content is overly geared towards sales and marketing.


5. Don’t Complicate The Registration Process 

One of the key principles here is to respect your audience’s time and privacy. People are generally more willing to engage when they perceive that you value their time. Also, when you don’t intrude excessively on their personal data. Complex registration forms with numerous fields to fill out can lead to frustration. Moreover, participants may leave the process altogether. It is simple- Simpler registration means more attendees. 

While making your webinar registration page consider the following-

Clear headline and compelling visuals.

  1. Firstly,  a concise description of the webinar’s value.
  2. Secondly short and simple
  3. Thirdly, the Prominent call-to-action button.
  4. Fourthly, date, time, and time zone information along with speaker credentials for credibility.  
  5.  Additionally, social proof with testimonials or logos. 
  6. Also, mobile optimization for various devices. 
  7.  Furthermore, privacy assurance and data use clarification.
  8.  Moreover, confirmation and reminder options. 
  9. Next, share buttons for social promotion.  And a thank you page with clear instructions.
  10. Lastly, branding consistency with your organization’s theme. And A/B testing for continuous optimization.

Including these elements simplifies the registration process and boosts successful registrations.


 6. Don’t Use Boring Presentation Slides

Understand, webinar participants have a limited attention span! Therefore, it’s crucial to keep them engaged throughout the presentation. Boring slides with walls of text or monotonous visuals can quickly lead to disinterest and distraction.

So, how can you create more engaging presentation slides for your webinar?

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  1. Firstly, keep slides uncluttered with minimal text. Use bullet points, concise sentences, and clear headings.
  2. Secondly, incorporate a mix of visuals, such as images, diagrams, infographics, and videos. This will break the monotony of text-heavy slides.
  3. Thirdly, maintain a consistent color scheme, font, and formatting throughout your slides. So, there is a cohesive visual identity.
  4. Fourthly, use slides to visually illustrate your narrative. Create a logical flow that guides participants through your content.
  5.  Additionally, consider adding interactive elements like clickable buttons, quizzes, or polls to engage participants directly.
  6. Lastly, rehearse your presentation with the slides to ensure a smooth and seamless delivery.



7. Don’t Over-saturate Your Audience

It’s crucial not to overwhelm your audience with too many webinar invitations. Sending too many can make people feel tired and less interested in your events. To avoid this, strike a balance in your marketing efforts. Moreover, choose quality over quantity, and make sure your webinars are relevant and spaced out well. This way, your audience remains engaged and eager to participate without feeling bombarded by constant invitations.


Bottom Line

By finding the right dos and don’t of webinar marketing, webinars can be a powerful tool for education, engagement, and building strong connections with your audience. Do you have any queries? Feel free to drop in your comments. See you in your next read!

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