As you increase the relevance of webinars in your marketing arsenal, it is important to keep in mind some dos and don’ts to maximize the outcome for your marketing efforts.
When it comes to producing a webinar, there should be only two critical focus areas i.e. audience and content
While delivering the webinar, if you are not focussing on any one of them, there is something wrong.
Here are 4 of the biggest mistakes that you should avoid during the webinar:
1. Talking about yourself first
While it might seem lucrative to share who you are and what have been your company’s achievements, you have to realize that the audience is attending your webinar only for the content you are sharing. They can easily find information about you and your company over the web.
A good practice is to add a LinkedIn URL in your presentation so that they can look for your company later after the webinar.
As already discussed, your only focus should be on the content and audience.
The last thing you want to do is squander an opportunity of delivering the message to them when you have worked so hard to have them attending your webinar.
2. Sharing the screen
Screen share is the most commonly followed practice and is something which stands totally opposite from our philosophy of focussing on the audience and content.
Sharing the screen means that your audience is subjected to a messy desktop, email notification pop-ups or instant messages on Skype.
This results in a poor delivery experience thereby annoying your audience.
As the webinar technology is evolving, there are so many other interesting things you can do nowadays. Sharing the screen is the last thing you want to do.
3. Relying solely on PowerPoint
The idea behind conducting a webinar is to deliver an immersive experience over the web. The more you engage the audience, the more memorable the experience would be for them.
Hence, along with your PowerPoint presentation, you should consider adding some audio files, polls, short video clip, a picture etc.
Webinar technologies have evolved to provide a platform for 2-way communication over the web. You should harness it to create an engaging experience for your audience.
4. Allowing more than 3 seconds of silence
The only thing your audience interacts with within the webinar is the speaker’s voice. There are no facial expressions or body language to communicate the point.
Sound connects the audience to the point
This is especially true if you haven’t planned any other modes of engagement like live polls, video clips etc.
Any more than 3 seconds of silence means that your audience starts thinking that either theirs or your internet connection went down or that someone is facing technical challenges thereby leading to drop-offs.
As discussed, webinars are quickly becoming an engaging and cost-effective tool for lead generation over the web.
As you start adopting this tactic and using it on a regular basis to engage with your audience, you need to follow some proven best practices to maximize the impact of your campaign.
Have you been committing these mistakes? Please comment below