What is a Webinar and How to Do it Right?

A webinar is a virtual event that is usually given by organisations to share information with their clients, employees, and industry bodies. 

Webinars have been around for years, but improvements in technology, increased remote working, and more recently, restrictions on in-person events have contributed to the rising popularity of online events, with more and more businesses choosing to host webinars than conferences and seminars. 

What is a Webinar?

“Webinar” is short for web seminar. Also known as an online seminar, it’s simply a “meeting for giving and discussing information.”

Many businesses use regular webinars as an opportunity to share knowledge, discuss current topics and trends, and present findings from recent projects or case studies. 

Usually, they are in the form of a presentation given by one person or party, but they can also include workshops, training sessions, panels, and lectures. Webinars can also be used for internal communications, for example, state-of-business updates, employee training, and open meetings.

How Do Webinars Work?

The key difference between webinars and other types of conferences is that webinars can be presented or attended remotely – all you need is an internet connection! 

Many businesses use a digital ticketing system to invite guests, asking them to register before the event begins. This is beneficial for reminding those who signed up about the event, and for tracking attendance. Businesses can use these details as qualified leads to speak to those who expressed interest in the topics, and employers can use registration and attendance data to monitor compliance with compulsory training modules. 

Webinars are usually in the format of a presentation, however, they may also include interactive elements such as polls, discussions, or Q&As where attendees are invited to ask questions or give feedback. 

Types of Webinars

Webinars can be either live or pre-recorded, and the way that they are used may vary depending on the industry, business, or group. The most common forms of webinars used by businesses are as follows:

Discussion Webinars

Businesses, non-profits, and other groups may organise webinars as an opportunity to discuss current trends or new research in their industry. This is a great way for companies to share their expertise, showcase their solutions, and establish themselves as thought leaders in the sector. 

Educational Webinars

Webinars can be presented by a business to employees, potential clients, or other groups within the industry. Educational webinars focus on sharing knowledge to participants, whether it’s speaking about personal development, or sharing case studies of successful projects.

Training Webinars

Webinars are a great way for businesses to manage their staff training. Webinars can be used to deliver training to newly recruited employees or introduce new policies or processes to existing staff. 

Webinars can be recorded in advance and accessed online at any time, so they are useful for those who must undergo regular training. Webinar registration and completion tracking allow managers to monitor compliance and ensure their team is up-to-date on mandatory training modules. 

Lead Generation Webinars

Webinars are an excellent way for businesses to build customer lists and generate leads. Presenters can provide detailed information on topics of their expertise, introduce new products or services, and answer common questions. Attendees are incentivised to watch the webinar to gain information. When a person submits contact information and participates, it becomes a qualified lead. 

Benefits of Webinars for Your Business

Businesses in all industries and sectors use webinars as a platform to promote their brands. In addition to training, education, and discussion of current topics, webinars are a key way for modern businesses to:

Engage with clients 

Webinars are a great opportunity to share knowledge and answer questions directly from your audience. As an interactive format, they can be used to build rapport with clients, and are often more useful to the viewer than standard sales presentations.

Improve brand authority 

Hosting regular, high-quality webinars will show clients that your business is a leader in the industry, and ensures that your brand is front of mind when the user is in-market for your products or services.

Generate leads

Those that attend your webinar have demonstrated interest in your topic, and if they signed up to receive the content, they can be considered qualified leads. 

Additionally, webinars are a great alternative to seminars and have many advantages over in-person events, including the following:

Lower cost 

With webinars, there’s no need to hire an expensive venue or equipment. In fact, many webinars can be created remotely, saving time and cost of travel for both presenters and participants.

Ability to accommodate larger groups 

Hosting an event online means there is a capacity for attendees. Webinars often have better participation rates than in-person events, as they require less time and effort to attend during the workday.

Repeat viewing

As a digital format, webinars can be recorded and shared online to be viewed at a later date, again allowing more people to access the information, and reducing the cost of repeated training sessions.

Equipment to Use for Your Webinar

Not sure how to host your webinar? Luckily for you, there are lots of options for every budget level.

Facebook, YouTube, and other social media channels offer live streaming services, often for free, but the quality of video and audio can be unpredictable. Poor connection and low-quality production are some of the main issues that can cause participants to drop off, so it’s best to avoid this whenever possible.

Other communication programs like Zoom, Google Meet, or Microsoft Teams are a good entry point for those looking to get started with webinars, but again the quality can be less than reliable, especially when presenting to large groups. 

If you want more peace of mind when hosting a large webinar or online event, use dedicated webinar software like WebinarNinja or LiveStorm. Additional features such as registration pages, multiple presenters, and automatic reminders and follow-ups make it easier to set up, and interactive elements such as polls, Q&A upvotes, and handout downloads encourage attendees to participate. 

Whichever software you choose, make sure you have strong internet connectivity and a good microphone! 

How to Create Webinars

Step 1: Choose your topic

58% of B2B marketers use webinars as part of their content marketing strategy, so the first step in creating a successful webinar is to choose an intriguing topic to help you stand out. To narrow down your ideas, focus on the newest information and don’t fall into the trap of talking about the most popular subjects! 

For the ultimate webinar, follow the three Us – Unique, Useful, and Up-to-date.

Step 2: Create your content

Once you’ve decided on your webinar content, it’s time to make it come to life! Use a mixture of slides, videos, and interactive sections to help keep your audience engaged throughout the presentation.

Most webinars only run for around 45 minutes to an hour, so remember to keep it short and only include the most relevant information.

Step 3: Find your audience

Next, you need to find your ideal viewer and promote your webinar! Most webinar marketing is done by email, but you can also use platforms like LinkedIn and industry websites to let people know about the event.

If you want to keep track of attendees’ details for lead nurturing, it might be worth using a digital ticketing system like Ticketebo or Eventbrite or creating a dedicated landing page for registration.

How to Record a Good Webinar

Professionally produced webinars can be useful for both businesses and clients, but low-quality, rushed, or disorganised webinars can do more harm to your reputation than good. So, before you start, make sure to do the following:

Test your equipment 

For live webinars, test everything you’ll be using before you begin. Check your internet connectivity and make sure that everything works properly whilst screen sharing. Technical difficulties do sometimes happen, but being prepared means you’ll minimise the risk of a delayed start.

Record your webinar

Most webinar platforms have a record button that will save the webinar once it’s finished, so it can be reviewed, shared again with the audience, or downloaded to watch at a later date. Remember to inform your audience if your webinar will be recorded and shared elsewhere!

Be open to questions

One of the most useful aspects of a webinar is real-time interactivity. 92% of webinar attendees want a Q&A session, so don’t forget to include Q&A time at the end!

Follow up

When it’s over, send an email to thank your participants for attending. You can share the recording or other material, send a survey to get feedback or remind people about other upcoming events.

Tips for creating a successful webinar

54% of B2B professionals say that they attend one webinar per week, and most enjoy the video more than other forms of content. The key to a successful webinar is using the highest quality production available to make your content memorable and engaging for your audience. 

Make sure your webinar offers something of value to the client. Focus on your areas of expertise, share insights your viewers want to hear, and use incentives such as expert advice or a free download to encourage people to sign up.

When you put the work into creating high-quality content that’s relevant and valuable to your audience, you’ll reap the rewards for years to come. 

Hire a Professional Video Production Company

Whether you want to impress clients and investors with incredible case studies, establish your brand as a thought leader by sharing the latest industry knowledge, or ensure your team is on top of training, it’s worth considering hiring a professional video production company to ensure that your webinar content is of the highest quality. 

At Inspireworks, we specialise in creating corporate video and webinar content that builds brand awareness and drives growth. With over 21 years experience working with Australia’s leading consulting, construction, and technology brands, we know how to create webinars that make your business stand out. 

Ready to start making polished, professional webinars for your colleagues, staff, or clients? Get in touch with the team at Inspireworks to see how we can help. 

Please call us today at Inspireworks on 1300 885 968 or send us a message for more information.