By Jack Nodding

So you’ve been asked to present a webinar?

You already know they’re a great way to generate leads and conversions, but are you familiar with the anatomy of a spectacular webinar?

webinar presentations

Are you prepared to fight for your audience’s engagement amid a saturated modern market?

Webinars are a tremendous tool for boosting business and your personal brand, but you’ll need a game plan to thrive. Let’s start with the basics.

Webinars 101

Webinars are cost-effective and accessible, meaning they’re perfect for attracting a global audience without the barrier of high commitment. Even better, webinars provide an intimate and interactive experience, allowing you to forge a genuine connection with your audience.

You’ve also got a range of visuals at your belt: live video, slideshows, video clips and graphics means you have more opportunity to engage. And of course, webinars allow you to demonstrate your authority and position yourself as a thought leader without having to leave your home

The benefits may be clear, but the growth in webinar activity has spurred new challenges. As 2020 has seen webinars move from being novel to the norm, you’ll need to cut through the noise and stand out from the crowd.

In the last few months, we’ve been inundated with webinars and web meetings, creating audience fatigue – which means you’ll need to work extra hard to capture and engage your audience.

So, whether you’re new to the webinar game or are looking to maximise your presence in today’s saturated environment, let’s take a look at how to make the most of this rewarding marketing platform.

Your Audience: The Beating Heart

Just as the human heart keeps us alive, your audience is a vital component to making your webinar a guaranteed success.

Before you even start thinking about your topic, it’s essential to flesh out your audience.

Who is your audience? What are their pain points? What are they looking for?

Remember, webinars are low commitment, but you need their full commitment. Without taking your audience into account, you run the risk of disengaging them and failing to cut through.

Your audience should always be your starting point for creating a webinar, as they’ll help you define your topic and design your presentation strategically.

So do some research. What FAQs are most common among your audience? What are they talking about on social media? Could you conduct a survey to unearth potential topics?

Figure out what your audience wants instead of searching for something you can offer. Then you can move from the heart to the brain.

Choose Wisely

Webinars are a great tool for lead generation, but this shouldn’t be the focus of the webinar itself. To create and deliver a winning webinar, you need need to be value-focused and deliver what you promised – exceeding expectations.

Instead of opting for a broad topic, think of something specific. Instead of exploring a stale strategy, open your audience to something new. Don’t be afraid to demonstrate your nuanced expertise. In fact, specificity will help you deliver a seamless presentation, which we’ll cover in the next section.

And be sure to offer value. What can they take away from your webinar? What can you teach them that they didn’t know before? How can you ensure your audience leaves feeling empowered with knowledge?

A practical, how-to approach may the answer – or perhaps you can offer value through format.

Webinars offer flexibility, which means you can get creative with how you deliver. A panel discussion or one-on-one interview can keep your webinar feeling fresh and interactive, allowing you to keep your audience’s attention.

Structure

Once you’ve decided on a topic, it’s time to start thinking about structure. First, think about how long your presentation will be. Then work backwards to determine the length of each section.

Most webinars run from 20-45 minutes, so your intro, body and conclusion will differ in length accordingly. Generally speaking, your body should comprise 50% of your presentation. But your intro and conclusion are your chance to make a first and last impression.

Introduction

Your introduction is your opportunity to set the scene. Introduce yourself. Familiarise yourself with the audience and make them feel welcome. Be sure to signpost your presentation to encourage your audience to come along on the journey. Make it clear why they should be listening to you, and what value you’ll be providing.

Body

Your body is your chance to explore your topic in depth. Remember, keep your presentation focused. Try selecting 3 key themes to explore, which will prevent you from veering off course into broader territory.

Each point should take a few minutes, and this is a great opportunity to use storytelling to engage your audience. Keep it simple, avoid jargon and remain steady.

Conclusion

The grand finale. Use your conclusion to summarise the key takeaways and affirm the value proposition. Be sure to factor in extra time for questions, and remember to include a clear call to action.

Attention to Detail

With a defined structure, now you can polish your presentation to make it shine. Here are a few simple tricks to elevate your webinar:

  • Don’t be afraid to use graphs, colours, and images. Show, don’t tell!
  • Be conscious of viewability – webinars can be viewed on a desktop or mobile device, which means you should avoid cramming large amounts of text into your slides to keep your presentation legible. Try and homogenise the experience for your audience so no one gets left behind.
  • Highlight key points with bold text or contrast colours. This will help your audience absorb the most important information.
  • Consider your visual brand. Make sure your logo is appropriately inserted throughout your presentation, and ensure your slides have a cohesively sleek design. This helps make you recognisable.

Preparation

With all the pieces in place, now you can work on perfecting your presentation and eliminating any risks. Here’s how:

  • Write a script. This isn’t to say you should rehearse every line. A splash of spontaneity and candidness will resonate well with your audience. But a script will guide your presentation and offer further protection from steering off course. A script will make sure you cover all bases.
  • Prepare your space. Turn off your phone and remove any opportunity for distractions. Test your audio and camera. Ensure you have a clock visible as you present to keep you on track. Check your lighting and ensure you have a professional background. And always have a plan B in case things go pear-shaped.
  • Most importantly, have assistance. Whether it’s tech support to help things run smoothly, or someone acting as an audience member to flag any problems privately throughout the webinar, assistance will eliminate the inevitable setbacks of running a webinar.

The Bigger Picture

Presenting your webinar is only half the story. You’ll also need to think about promotional material and a marketing strategy. What happens after the webinar? How can your audience continue to engage after your presentation?

If you’re going to put in the hard work and effort, you’ll want to see a payoff. Running a webinar on your own is a possible but daunting task, so don’t be afraid to take any help you can get.

Conqurve can help you kickstart your webinar career and make your next presentation a resounding success. If you want to learn more about how to maximise your webinar presence or marketing strategy, get in touch with us today.

About the Author


Director

Owner of Conqurve Content Marketing, ex-recruiter, sports writer and journalist.