Most of us never thought we would be responsible for the format and design of a webinar. Nor did we expect we would be spending entire mornings in digital meetings with colleagues we use to share a cubicle with.

Historically, webinars have been embraced as lead generation tools. As a result of the pandemic, webinars and Zoom meetings have become the solutions for all forms of business communication. Today many customers have gone beyond merely attending Zoom and GoToMeeting events to now creating their own webinars. To help in this effort we have put together an outline of things to consider as you create webinars and online meetings.

We will touch on:

1. Determining the objective for the webinar
2. Create a webinar format and plan
3. Establish deadlines
4. Developing webinar content
5. Pre-Webinar marketing and advertising to gain attendees
6. Post-webinar follow up
7. What to do on the day of the webinar
8. Creating a webinar registration page on your website or email
9. Following an outline for webinar creation.

Your first step is setting clear webinar objectives. How will you know if the webinar was successful if you have not defined the objectives beforehand?

#1. Determining the objective for the webinar

• Are you introducing a new product?
• Do you want attendees to purchase a product or service at the end?
• Are you seeking input on new features or training attendees on the use of a product?
• Do you hope attendees will view you as an expert in your industry by attending your webinar?

Determining the objective for the webinar will help define what content to include, what format the content should take, how you market to prospective attendees, and the results you hope to receive.

#2. Format and Design of a Webinar with a plan and deadlines

Determining the format and design of a webinar comes next. Will the webinar consist of one person going through Powerpoint or pdf slides? Will you have a panel of experts in various departments or companies sharing insights or extolling the benefits of working with you? Will people need to access it live for the best results? Will recordings be available?

Once the format and design of a webinar is determined it’s time to recruit speakers. If you are the presenter or will serve as the facilitator, you can begin to organize content or questions for panelists.

#3. Establish Deadlines for each Phase of Webinar Development

Once guest speakers are secured determine a date and time for optimal attendance. Make sure you avoid holidays, popular industry events, etc. Then work backward from the presentation date to set deadlines for marketing your webinar and completing content.

Consider the following when establishing deadlines:

• Consider time zones for your prospects
• If you are delivering a series of webinars can you set them to be consistent with the time of day and day of the week?
• If guests will have slides, set a date to receive them in advance to avoid any concerns on the day of the webinar
• Choose dates when announcements will be ready to send out for registration
• When will registration and website support pages be ready to launch?
• Determine the last date to enroll

#4. Finally, we get into the Webinar Content

Whether you’re developing webinar content for a software product, professional service, publishing, manufacturing or packaged goods your actual content will vary. Do some research on the content that is getting the best results in your industry.

• Can you offer a full demonstration of your product?
• Are there popular highlights of your product or services that all attendees will benefit from learning?
• Will you let your attendees guide which aspects you will cover through their questions?
• Should your content be adjusted depending on the audience/demographic, etc?
•  Do you have a clear niche or unique offering to share that will set you apart from the completion?
• Will you be explaining your pricing model?
•  How do you want attendees to interact with you? Can you create leading questions to increase involvement through chat?

5. Creating a webinar registration page on your website

Before you begin marketing your webinar create the supporting pages and links. Create a landing page on your website that all webinar promotions will lead the prospects to. Consider the format and design of the webinar when you create the supporting promotions.  You also do not want to put a webinar/meeting login information on this page. That will be shared in a follow-up email once the attendee registers.

This page should include:

•  title of the webinar,
•  brief description of the webinar content
•  benefits of attending (special offers/discounts to attendees?)
•  date and time
•  speaker information
• simple registration form (Least requirement is name and email. You may want to include company name, role in the company, and other fields depending on your objective.)

Be sure to copy this page URL to include in pre-webinar marketing and advertising.

6. Pre-Webinar marketing and advertising campaigns to attract attendees

To increase webinar registrations you can use a drip campaign to lead visitors to your website through a funnel.

• Email announcement to current contacts about the upcoming webinar
• Social media posts with messaging about the webinar and a link to the registration page
•  Website messaging including banners, pop-ups, buttons, graphics and website sections that link to the registration

Be consistent with your messaging and be clear on what attendees will receive when they register. Consider offering a value-added incentive to attend or to register by a specific date. A discount on a purchase or the opportunity to have questions answered personally, a giveaway to the first 20 enrolled, etc.

If you are just beginning to build your contact list or if you are seeking a large number of attendees right away, consider paying to advertise your webinar. If you choose to purchase pay per click (PPC) advertising on social media, search engines, or targeted websites double-check that links are included for registration. If you are implementing traditional media including tv, print publication, direct mail, etc. double-check that the steps to register are accurate and functioning prior to running any ads. Always ensure your messaging is consistent.

7. What to do the day of your webinar

You can choose to send login information when people first register or you can hold off until a few days before the webinar. It is also advised to send a reminder email on the day of the webinar. Include a contact phone number and or email for troubleshooting issues.

• Check your system to make sure everything is functioning as expected.
• Check-in with speakers, you have lined up to remind them of timing and log in contact.
• Do a test-run with all presenters. Have them share their screen and their presentation.
• You may also want to share an agenda with everyone in advance so that they know what to expect.

We recommend to skip updates of webinar or meeting software within 24 hours of your scheduled webinars. Functions and features can change and software incompatibilities can arise. Rather than becoming flustered and appearing unprofessional hold off on any updates if you can.

8. Post-webinar follow up

One of the greatest benefits of webinars is the ability to capture the contact information of each attendee. Be sure to request attendees to opt-into future correspondence. This will allow you to reach out to them in response to this webinar and long into the future for other opportunities.

Determine what information or call to action you would like from attendees when you set up your follow up plan.

• Do you want to survey attendees about specific elements of the webinar?
• Will you have a drip campaign created that is in line with the webinar topic to continue to keep attendees engaged and interested?
• Will you offer a limited-time or exclusive discount for purchase or enrollment for attendees?
• Can you provide a value-added download or membership that is aligned with the webinar topic?

If the survey is most important send that follow up first. Then remember to pace your correspondence. If attendees become overwhelmed with communications from you they may choose to opt-out and you will lose the lead entirely.

We hope this content is helpful to you. Please let us know if we can help you create registration landing pages or format and design of a webinar presentation and slides.  Webinars and online meetings have been forced upon all us in response to the pandemic stay-at-home-orders. Although it may not be the preferred format there is value in adopting digital communication. Companies and organizations, large and small, are seeing cost savings with reduced meeting travel and in-person training begin with addressing the format and design of a webinar. Getting comfortable with the ‘new normal’ of digital meetings will help you stay connected now and in the future.