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How to Create a Successful Webinar? Start by Asking These 7 Questions


You don’t have to create an entire curriculum or online college to get in this game. If you’re already creating blog content or white papers, you can turn those into a successful webinar.

What is a webinar?

First of all, let’s establish what we are talking about. I’m not referring to any kind of video content here, but specifically webinars. “Webinar” is a portmanteau word – a mash up of “web” and “seminar.” In its simplest form, a webinar is a live or recorded seminar – delivered via web-hosted video conferencing software – that teaches the viewer something.

What makes a webinar different?

Compared with other mediums, the most obvious difference is that a webinar is guided by a host or ‘teacher.’ It may also include extras like demos, real-time chats, or workshop lessons.

It’s true that webinars require some technical prowess to create and stream. But if you have an eBook or white paper or blog post, you’ve already got your curriculum (or the basis for it). Now you just need someone to deliver that content in web conferencing format.

Here’s a questions that can help you discover if webinars are a channel for you to add to your marketing mix.

1. Do you have the tools you need?

The tools you need will vary a bit depending on the finished product you want.

2. Who’s your talent?

Consider your resources. Who will be the “face” or “voice” of the webinar? In Hollywood, that’s called the “talent.” Have a look around and determine who is the best person to be on-camera. I don’t mean the best-looking. I mean the most confident speaker who has the authority to speak to the topic at hand. Look around the office and trial a few people to make sure they don’t go cold when the “recording” red light switches on. Make sure they have a pleasant voice and articulate well.

3. What’s your platform?

You may have attended a webinar on common platforms like GoToWebinar, Skype, or WebEx. Depending on your content style, you may also try Periscope or Facebook’s Live function. You can host your recorded content on your own site, but you can also use Google Hangouts, YouTube or Vimeo among others.

4. What are you going to teach?

Now that you’ve got the technicalities out of the way, consider your curriculum. What is the focus of this webinar or series?

5. How many webinars will you host?

Now that you have the framework, think about your cadence. Will this be a one-off? (And if so, is it worth all the effort?) Or, will you host webinars quarterly? Maybe even monthly? You could try weekly, though that’s a pretty big commitment for your audience (and you!). You could try a weekly cadence for a short, set amount of time – like four to six weeks.

6. What’s the style?

Do you want a lecture – like a talking head in front of a camera? Or is it best to use an interview format, with a panel of speakers? Do you wish to have a demonstration or some kind of behind-the-scenes footage? Will this be interactive, with exercises for your audience to do? And if so, will they share the answers with you? Think about the character of your brand, and what style your regular customers might expect to see. 

7. What’s the ROI?

Webinars can be inexpensive – especially if you film them from your desk using your built-in camera and yourself as the speaker. But if you want something more polished and robust, you’re probably going to need to spring for some equipment. ReadyTalk cites the cost as $100 – $3000.



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