There are few tools as powerful or poorly used as webinars.
Broadcasting a live video feed to customers, potential customers, journalists and stakeholders is a challenging task. How do you create content that engages everyone? How do you know if anyone actually watched? How do you leverage the broadcast to do more than check a marketing box and actually achieve a return on investment?
Here are four things companies can and should do to improve their webinars:
1. Stop doing old-fashioned webinars.
A traditional webinar typically, cynically includes an expert sitting too close to a camera in a room with terrible lighting and using a microphone with poor audio quality.
We have all seen them. If that is what your company is doing, stop and reimagine the whole thing.
Without buying any new technology or gear, you can increase the production value of your webinar just by planning it out. Consider changing the format to an interview between two people, creatively including slides and videos, incorporating polls or other forms of audience feedback, offering discounts during the broadcast or literally anything other than talking at a camera in monotone.
Carole Snitzer, content marketing manager of ON24, writes, “Sure, you could just let your audience stare at slides for an hour. But where’s the fun in that? Instead, you should think about every webinar as an opportunity to craft an immersive, engaging multimedia experience.”
2. Look for engagement.
How can you tell how effective your webinar is? Most webinar platforms give you one metric to look at and gauge the success of your broadcast: attendance. But,…