Four Tips to Make Your Next Webinar a Success

Webinars have replaced introductory sales meetings. More and more business people are “getting to know” companies by first attending one or more of their webinars before they respond to a telephone call from an eager-beaver sales representative or shake that rep’s hand for the first time. Given these facts it is becoming increasingly more important to know how to design and run a solid webinar that hits the touch points a prospective customer is interested in learning about.

Here are four tips to get you started:

1. Relevance

Make sure what you are presenting is of absolute value to participants. While providing information about your company, services and processes is important, it’s unlikely that will hold their interest. Most people are more interested in learning how your particular brand or specialty can be put to good use at their organizations. The ability to show how they can immediately find benefit and value using your products and services will drive a greater relevancy score that will increase the likelihood of an in-person meeting.

2. Experience

The digital world presents an interesting contrast between new and experience, particularly to those specializing in technology. On the one hand, prospective organizations are interested in learning new ways to improve their strategies, campaigns and sales programs; while on the other hand, they prefer to work with experienced individuals and/or firms with successful track records in their specialty. So be prepared to present a solid front with solid examples because the stronger they are, the more likely it is you will be considered for a prospect’s next project.

3. Roadmap

Know what you are going to cover by using a big-thought storyboard to plan your webinar and then fill in the areas with visuals and a detailed script. Some of the best presenters actually read from written scripts, but you would never know it because they present the material as casual thoughts. Whatever works best for you is fine.

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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