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Franco: A Comprehensive Guide to Planning and Promoting a Successful Webinar

With fewer opportunities to engage audiences at events and a growing work-from-home culture normalizing virtual meetings, webinars offer a logical shift in event marketing plans – and a massive opportunity to reach and engage new leads.

At Franco, we’ve hosted and prepared numerous webinars for a wide variety of clients. Whether you’re interested in discussing macro trends or specific content, we’re well-versed on how to maximize the impact of your virtual event.

Here’s a simple process to plan and promote your next webinar:

1. Plot Your Approach

First, ask yourself, “What am I hoping to gain from this webinar?” and second, “Is a webinar the best way to achieve this goal?” If you’re able to clearly answer those questions with specific and quantifiable answers, you’re ready to proceed.

Compile a list of additional considerations such as:

  • Who is the audience?
  • What do we want them to learn?
  • How will we promote the webinar?
  • Where will this webinar live?
  • How much time do we need to develop it?

2. Identify Your Subject Matter Experts

Next, it’s time to determine who is best suited to speak to the topic. When choosing speakers, consider a person’s expertise and current bandwidth, paying particular attention to:

  • Previous experience and expertise
  • Workstyle and ability to collaborate
  • Bandwidth and availability
  • Public speaking skills
  • Skill in conveying passion and energy via video
  • Ability to adapt and improvise

3. Create Captivating Content

Work with your SME to develop an outline that speaks to their strengths and includes an agenda of clearly defined audience takeaways. Be sure your outline covers the basics, including:

  • Speaker introduction: Who they are and what makes them qualified to present the topic.
  • Setting the scene: Information or stats that give context or demonstrate the importance of the topic.
  • Key takeaways: Clear and concise lessons that audiences will learn during the webinar.
  • Q&A: Don’t forget to ask for audience feedback. Consider drafting “planted” questions that can be asked by another member of your organization to get the conversation rolling.
  • Consider inserting strong images, infographics or short videos throughout the presentation to keep audiences engaged.

4. Attract Attendees

A webinar’s success is dependent on getting the right people in attendance. With a plethora of webinars increasingly available, yours needs to stand out to get audiences to register and attend. When setting up your registration page, ensure your content includes:

  • A thought-provoking headline
  • Key details including date, time and session length
  • Speaker details and headshot
  • A bulleted list of webinar takeaways
  • A strong CTA to register and attend

Ensure your confirmation page includes an option for registrants to share the session on social networks like LinkedIn to expand your reach. Further promote registration across your social media channels, email lists and website.

5. Set Yourself Up for Success

Ensure your presenter is prepared to speak to the deck – and ready to adapt to any curve balls. Run through the webinar deck in its entirety (more than once!). During your dry-run, ensure your presenter is comfortable and well-versed on content and technology components. Test any video or animations and practice how to adapt if something goes wrong.

6. Don’t Forget to Follow Up

Ride the momentum of a successful webinar and seal the deal with strong follow-up communications. Send both attendees and no-shows a recording of the webinar and slides with messaging that encourages them to take another step in engaging with your organization. Consider creating supplemental materials such as downloadable guides or case studies to share more great content related to what you discussed during the webinar in hopes of converting attendees to leads. Finally, don’t forget to collect audience feedback via surveys – and apply that feedback to improve future webinars.