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Three secrets behind the best webinars

By Randy Mitchell


There are far too many webinars in the world right now.


In the last year alone, the use of webinars grew by 69% according to HubSpot. Chances are, you have two or three B2B webinar invitation emails in your inbox right now.


On the flip side, there are far too few excellent webinars to satisfy our content-hungry world.


We don’t need a data point to prove that one. If you recently wasted an hour enduring a bad B2B webinar, I’m afraid you will never get that time back.


Which brings us to the question marketers everywhere are asking: How can we rise above the noise and create a webinar that people will attend, enjoy and actually remember?


The three secrets behind the best webinars are ridiculously simple. In fact, they are so basic that everyone neglects them.


Secret #1: Zoom is doom  


The rules have been relaxed on presentations. People work in their pajamas and present off-the-cuff from their treadmills during Zoom meetings. Don’t fall into that trap.


If you take your topic seriously your audience will too. But if you treat this important stage like a casual get together, your audience will dwindle before you ever get the chance to win their respect.


Taking it seriously is all about projecting the right message from the moment your webinar begins. The graphics, messaging focus, production quality and even the presenters’ attire all make a statement. In short, this is your chance to show that you respect your audience’s time.


The image you project is particularly important if you have a smaller firm that wants to compete with industry leaders. Your webinar can level the playing field without breaking your advertising budget. It can even give you a decided advantage if your subject matter experts can challenge established perceptions and nudge your brand into the consideration set.


Secret #2: Practice before the lions


Practicing should never be a solo experience. To be truly effective and thoroughly prepare the entire webinar team for any eventuality, your practice should occur before “the lions.”


The lions can be can be coworkers, client contacts or even industry colleagues. Their role is to replicate the actual audience. For this reason, your practice audience should understand the basic premise of the webinar and be prepared to ask questions. Your practice audience should also be candid and alert you to anything that seems confusing or misleading in the presentation.


Once you have tamed these ornery lions in practice, your webinar will be ready for any challenges the actual audience can throw at you. In addition, your presenters will be battle-tested and their confidence will definitely show on presentation day.


Secret #3: Let your outline shine


“What outline?” you ask.


The best webinars follow a process outline. This type of document takes a webinar from project initiation all the way through the actual presentation. The outline should include the step-by-step process, important roles, a helpful checklist and insider’s tips.


“Where can we get this outline?” you ask.


Boomm B2B Marketing developed a webinar process outline to help our clients make the best impression in this critical channel. The outline worked so well that we want to share it with you. Simply download the Webinar Process Outline Guide.


No matter what your B2B webinar is about, the Guide will provide a proven structure for success.


“Why are you giving away the Guide for free?” you ask.


Consider it an investment. Someday soon, we may sign up for a webinar you are giving. If you follow the outline, we will all enjoy the hour so much more.