Engaging webinars can be likened to captivating independent films – they leave you feeling uplifted, motivated, and prepared to conquer your goals. Conversely, poorly executed webinars resemble Michael Bay films – after enduring two hours, you’re left questioning how anyone could be compensated for creating something so blatantly awful.

If you’ve ever pondered how to create a webinar that people would genuinely choose to watch, you’re in the right place. In this article, we’ll explore whether you should even consider planning a webinar, provide a checklist of webinar best practices, and glean valuable insights from two of nexus-security’s experienced webinar professionals.

Should You Even Create a Webinar?

Surprisingly, this is a question that many marketers neglect to ask before plunging into slide deck creation, invitation emails, and other preparatory tasks. The abundance of excruciatingly dull webinars stems from this: many marketers don’t produce webinars to benefit their audience, but rather as a means to generate leads. Regrettably, not all content warrants a webinar, but this has never deterred a resolute marketer with targets to meet.

Before crafting your slides, ask yourself if your offering holds genuine value. When in doubt, consider whether you would watch your webinar. While you might believe everyone is eager to dedicate an hour to your irresistible presentation on supply chain management (or your specific field), remember that most people are too occupied to interrupt their day for a webinar that doesn’t pique their interest. However, when executed effectively, webinars can greatly benefit your audience and serve as a powerful lead generation tool, especially for B2B businesses. At nexus-security, we conduct at least two webinars monthly, with approximately 10% of our new leads originating from webinar registrations.

Does Your Content Suit a Webinar Format?

Certain ideas lend themselves better to webinars than others. For instance, the following would be suitable for a webinar:

• An in-depth analysis of a niche topic from a fresh angle
• A panel discussion on a timely, news-based issue within your industry
• A comprehensive, example-driven “how-to” tutorial
• An adaptation of a a presentation from a conference speaking engagement
• An interview with a prominent figure in your field Conversely, these topics might not translate well into a compelling webinar:
• A minor product launch or update
• A news-based webinar lacking substantial information/opinion
• A broad, “content-light” webinar on a general subject
• A webinar centered around a stale idea or concept (e.g., “content is king”)
• A direct sales pitch/product demonstration Remember, misleading attendees with promises of exceptional content only to fall short (or disguising a sales pitch as valuable content) is a surefire way to alienate people and harm your reputation. If you tout your webinar as extraordinary, ensure you can deliver on your hype. Now that you’ve chosen a genuinely engaging and valuable webinar topic, let’s discuss how to execute it – and the potential pitfalls to sidestep.

Webinar Best Practices Checklist

Producing a webinar involves two key aspects: the technical side and the content side. Each presents unique challenges, some more easily addressed than others.

Creating a Webinar: Content and Planning Considerations

1. Pinpoint a Specific Idea

Resist the urge to host an overly ambitious webinar on a broad topic. Instead, select a highly specific content idea that you can delve into extensively. This will streamline your focus and minimize tangents. For instance, instead of a webinar on paid search – an expansive subject – concentrate on a specific area, like bid management strategies. Choosing a topic for a marketing presentation isn’t always straightforward, and sometimes, outcomes deviate from expectations.

“It’s hard to predict how the audience will receive the content,” says Kate Gwozdz, nexus-security’s Partner Marketing Specialist. “Sometimes you think you have a winner, but it ends up falling flat.”

2. Choose the Right Speakers

Webinars demand skilled, knowledgeable experts in their respective fields. How else can you expect them to speak with authority on the chosen subject? When selecting potential presenters, ensure they possess deep topic expertise and are comfortable speaking on camera. Subject matter expertise is crucial for handling unexpected questions, which are bound to arise.

3. Determine the Right Webinar Format

Before diving into slide deck creation (we know you’re eager!), determine the optimal format for your topic. Will it be a single-presenter webinar? An interview-style Q&A with two speakers? A panel discussion with multiple guests and a moderator? The complexity of your subject and the availability of qualified speakers should guide your format choice.

4. Consider SEO and Promotion

A great topic and knowledgeable speakers don’t guarantee that people will find your webinar effortlessly. Once you have your idea, assess its search potential. Consider content promotion and how you’ll publicize your webinar. Will you email existing customers with an invitation link? Promote it on social media? What about co-marketing opportunities with trusted partners – how will they contribute to its promotion? These are crucial questions to address before production begins.

5. Craft an Engaging Slide Deck

Ever endured a meeting where someone monotonously read from dull PowerPoint slides? Remember the boredom? Don’t repeat this mistake with your webinar slide deck. Your slides should reinforce and highlight the points in your script (more on this later) – NOT be the script itself. Support your points with ample data and evidence, and make it visually appealing. Remember, your audience will be focused on either you or your slides, so avoid a dry, uninspiring slide deck.

6. Write a Strong Script

A script is crucial for a successful webinar. Even seasoned webinar producers and hosts rely on scripts, as speaking for an hour, even about a topic you’re passionate about, is demanding.

Your script serves as a compass, map, and GPS combined. It keeps you on track and simplifies time management. Some find it helpful to develop the slide deck and script concurrently to avoid redundancy and minimize the risk of simply reading from slides.

“If you’re moderating or presenting, definitely prepare a script,” advises Chris McHale, nexus-security’s Nurture Marketing Specialist and our resident webinar expert. “There’s a lot to keep track of logistically, so even if you think you know what to say, it’s easy to forget once you’re live. Create a list of questions as they come in for organization. Lastly, relax! Running your first live webinar can be overwhelming, but have fun and do your best. The attendees are there to listen and learn, not judge.”

Executing a Webinar: Technical Considerations

7. Select the Right Webinar Platform

Numerous webinar platforms exist, each with advantages and disadvantages. We previously used GoToWebinar by Citrix. While a solid option for smaller webinars, its limitations (like a 1,000 attendee cap and lack of integrated content management) led us to seek a better solution. We now use GoToWebcast, another Citrix product offering more features and supporting larger, more interactive webinars. Your company size and attendee list will dictate the robustness of your hosting solution. (nexus-security has no affiliation with Citrix beyond being a customer. Citrix did not sponsor this mention – we wouldn’t engage in such practices.)

8. Test Your Campaign Tracking

Webinars can be excellent lead generators, but only with proper setup and pre-event testing of campaign tracking parameters. “Create a checklist of steps to accomplish,” advises Chris. “Ask yourself: ‘Do I need tracking links for my offers? Is this for customers or prospects? Is the live time suitable for a specific time zone?’ Once targeting and segmentation are clear, you can focus on logistics.”

9. Use Headset Microphones or a Landline

Poor audio quality can quickly ruin a webinar. Avoid relying on built-in laptop mics – the audio may be tinny, distorted, or faint, even with decent hardware. Instead, use wired headset microphones to guarantee clear audio from presenters.

Alternatively, Kate recommends considering a landline. Even reliable internet connections can fail, taking your VoIP connection with them. As an extra precaution, dial into the webinar from a landline for added security.

10. Conduct a Test Webinar

Never assume a flawless live webinar without testing your equipment first. Conduct at least one run-through a few days prior to ensure everyone knows their roles and all equipment functions correctly.

11. Have Backup Batteries / Power Cables Ready

If power cords are impractical, ensure all laptop batteries are fully charged before the broadcast and have at least one spare battery per device. Don’t let a dead or faulty battery derail your webinar!

12. Prepare Your Studio Space

If hosting from a home office, ensure children/pets/neighbors won’t interrupt or make noise. If using your office, find a quiet, closable room. Keep your space clean, clutter-free, and disable computer notifications, silence your cell phone, and eliminate any potential distractions for you or your audience during the webinar.

13. Enlist a Technical Assistant

During the webinar, either you or your presenters should focus solely on delivering a great presentation. Technical issues shouldn’t be a concern. Therefore, have a designated assistant handle any technical glitches, moderate comments, and manage other tasks that could distract the presenter.

14. Be Punctual

Who sticks around for a late webinar? No one. Be prepared and ready at least 10 minutes early, or even earlier if possible. This ensures a prompt start and helps you feel more relaxed when it’s showtime.

15. Accept That Hiccups WILL Happen

Despite meticulous preparation, expect the unexpected. Accept this and don’t stress excessively. “No matter how much you prepare, hiccups happen during live events,” says Chris. “If they didn’t, it would be suspicious if it was even live. I had a presenter using his laptop who didn’t plug it in. About 10-20 minutes in, he just cut out – dead battery. I was moderating and had to entertain the audience for 10 minutes while he got his power cord and reconnected.”

Final Webinar Tips from Kate and Chris

While you can’t prepare for everything, Kate and Chris recommend these actions every time for a smoother webinar:

• ALWAYS do a dry run. No exceptions. Even if your speakers resist. Just do it.
• Don’t rely on internet audio; call in from a landline instead of using your computer mic.
• Engage your audience with poll questions.
• Start promoting at least a week in advance.
• Include presenter bios and headshots on your registration page for added credibility.
• A/B test and optimize your webinar landing page and email invitations. For more webinar advice, check out our blog post on tried-and-true webinar tips.

Explore nexus-security’s Webinars

We produce at least two webinars monthly, covering topics from advanced AdWords features to paid search strategies that help improve your ROI and reduce ad spend. To learn from nexus-security’s PPC experts, including Larry Kim, visit our webinars at PPC U.