How to Create a Webinar

shutterstock_705606313.jpg

B2B customers and prospects tend to respond positively to webinars, so marketers often use them to explain concepts in a more engaging way. Webinars are inexpensive to produce and distribute information on a large scale, so they're a great option for sharing your company's expertise. In this walkthrough, we've outlined how to create a webinar that educates visitors and spreads the word about your product or service. 

Choosing a Topic and Webinar Format

First, your company should brainstorm various topics that are relevant to your mission. For instance, if you're a tech startup that provides secure cloud-based storage to other businesses, you might want to create a webinar about keeping data safe. The topic should excite your target audience, while also educating them about why your product stands out in the marketplace. 

Next, you'll need to choose a presentation format that makes sense for the subject matter. Here are four webinar formats that you can play around with:

Single Speaker
This is the most common format, with a single person talking directly to the audience and taking questions along the way. It's an excellent option when you want the webinar to feel more intimate and your audience isn't too large. 

Interview
This format relies on an interviewer and an expert. Throughout the webinar, the interviewer asks questions about the relevant subject matter, and the expert answers them. The interviewer may pose questions from the audience as well.

Q&A
This format bypasses the interviewer and relies solely on questions from the audience. We recommend collecting the best questions before the webinar starts, so that you can weave them together in a way that doesn't feel repetitive or boring. 

Panel Discussion
Hosted by a moderator, a panel discussion brings together several experts with knowledge about the webinar topic. This format encourages more open-ended discussion and can be quite fun to watch. 

Scheduling and Logistics 

Once you've nailed down your topic and format, it's time to start putting the webinar in motion. At a minimum, you'll need a designated organizer who can produce the webinar, find experts, and get people to sign up. You'll also need to find presenters with expert knowledge about the chosen topic. If you're hosting a large webinar, you may also want someone to help screen audience questions and deal with technical issues during the event. 

When deciding on a webinar platform, it helps to know your objectives before signing up for a particular service. For example, if you're trying to promote an upcoming product launch, you'll probably need a webinar platform that can support a large audience. However, if you're running a high-level workshop for a select group, you might want to use a different platform. Moreover, you may have budgetary limitations that keep you from spending more money on an enterprise-level service. In that case, a premium tier may be the right choice. Every webinar should be tailored to your company's specific objectives.  

Finally, the organizer should plan out the webinar logistics carefully, with a serious attention to detail. When selecting the webinar date and time, consider where most of your audience lives, so that you get as much engagement as possible. You may even wish to survey customers directly so that you get a sense of when they have free time. Ultimately, the more research you do in advance, the more successful your webinar will be. 

Building the Presentation

A quality webinar strikes a balance with useful information, compelling visuals, and the expert's carefully crafted delivery. To start, your webinar should have an intro slide that shares the presenter and expert's history. Then, you can sum up the main topics in your webinar, so that viewers know what to expect. If you rely on any websites or online tools during the presentation, you should explain what they do before diving in. We highly recommend doing a practice run for your webinar to test the platform out and make sure everything is running smoothly. 

Another consideration is whether or not a copy of the presentation will be available for attendees. Mitigate an influx of questions on this topic by acknowledging whether or not the slides will be available for download and when or where viewers can find them. You may consider waiting to share the slides until after the presentation in case there are any typos or last-minute additions you want to fix before distributing.

Presentation Day

When the big day finally arrives, you need to be prepared with adequate microphones and conferencing tools. We highly recommend using a speakerphone that's designed for conferencing, such as the YVC-200, so that you capture every guest's voice with rich detail.

Meanwhile, if you're hosting a video webinar in your office, it's easy with an all-in-one system like the CS-700. This video sound bar captures the entire room with its ultra-wide angle camera and beamforming microphone array. Your webinar will look and sound professional, without using a production crew.  

Check out our product finder to discover which unified communications technology is the best fit for your unique needs.

Questions? We’d love to help