Webinars: 7 Ways to Keep Your Audience Engaged

Chances are that you have either watched or been invited to a webinar this week. It’s more likely that you’ve been invited to many webinars.

This is no surprise since webinars rank in the top 5 of most effective marketing tactics, and according to the Content Marketing Institute, 62% use webinars to deliver B2B content marketing.

The surprise (for me) was in hearing how many people hate them.

“Over them! Most have little value, are way too salesy and completely bombard you with email after email once you’ve signed up. That said there are a select few I will always watch.”

–Lorraine

“I’ll watch a replay every now and then. The problem is that so few ‘free’ webinars have content worth the time. They also follow the same silly (I might also say stupid) pattern of ‘let me tell you my life story… then let me pepper you with ‘yes’ questions.”

–Chris

“I turn them off when the people doing them spend 20+ minutes building their “credibility” with all they’ve accomplished how much they make, etc., only to lead you to a sales pitch 🙂 I have found some I really like though! I can usually tell the intent within the first 10-15 minutes.”

–Libby

“Signing up but never attend. With everybody offering the one thing that will revolutionize my career, I’m fed up. The way things are being marketed overall is too overwhelming. So over it. ”

–N.C.

This is not to say that webinars have no value.

“I know someone who just sold $1 million in the past 6 months or so with them. So someone is watching. Lol.”

–Marion

Here are 7 things you can do so your webinars continue to have life in them:

1. Know your audience— Be as specific as possible. Every single entrepreneur on the planet does not need to know what you’re teaching.
2. Narrow your topic — Focus on one specific thing. “How to plan your next launch is much more bite-size than “Product launch from A to Z”.
3. Lose the format–People are on to the standard webinar format (Who am I, how did I strike it rich, and how I can help you do the same.) and they are over it. Don’t be afraid to be original. People remember that.
4. Be engaging — Go beyond the boring Powerpoint presentation and incorporate live streaming video in your webinars. Let people see you! Alot of meeting platforms have a chat feature, so if you ask a question, your audience can answer you right away. It’s a great way to be able to get feedback and gauge reaction.
5. Offer value, not a sales pitch– There is nothing suckier (is that a word?) than to register for a webinar that sounds perfect for you, block out the time, and find out that the “great” content was just good promotion, and really a lead in to a big, fat sales pitch. No one (and I mean no one) wants to be sold to.
6. Keep them wanting more — Please, no more 60-90 minute webinars (unless they’re part of a paid course and people are expecting that.) Keep yours to 30 minutes tops (including the pitch).
7. Offer a replay — People are busy. They live in different time zones. They work weird hours. They are not available when you are, so always say that it will be recorded in your promotions and then send the link out right after the webinar is over.

Remember that webinars are a marketing tool for your business and the impression people get is going to factor into their decision whether they want to work with you.

Webinars are a little like Field of Dreams. If  you build it (right), they really will come. Except for Kevin Costner.

If you found this of value, please feel free to share it on your social networks.

Thank you for sharing this space with me.

Robin Taney, (aka the “Get R.E.A.L Girl”) is the owner and founder of Studio 4 PR.  She works with creative, independent, and “kitchen table” entrepreneurs who are highly motivated to be found by their perfect client. You can connect with her on Facebook, Twitter, LinkedIn, and Pinterest, and sign up for her mailing list  You are welcome to use this post on your blog, provided you do not alter it in any way and include a link to her website.

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