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5 Tips for Improving the Quality and Impact of Webinars


Webinars, short for web-based seminars, offer a lot of benefits. From giving you the ability to get in direct interaction with customers to enabling attendees to participate from the comfort of their offices or homes, webinars are big business for B2B publishers. And that’s the problem – they are such big business that everybody does them.

How do you make your webinar stand apart from the pack? Here are five tips.

1. Focus on Content First, Then Leads

Keep your editorial standards high. If you are choosing the speakers, find subject matter experts who already have a following – they will draw attendees. If you can’t land a bigger fish, get feedback from your editors on sources who have interesting perspectives on the topics you are pursuing. Also, search blogs and other social media platforms such as Twitter to identify influencers in your space (you probably already know who some of them are).

If the sponsoring vendor is choosing the speaker, exert your editorial influence. Insist on an executive or subject matter expert who knows the topic well and is a polished presenter. Work together to define a topic that balances the sponsor’s messaging with the needs of your audience.

Once the speakers are identified, set objectives about the length, tone, and objective of the presentation. Assign an editor to collaborate with the vendor or the presenter on the slides to ensure they are on-topic, meet your brand’s editorial standards, and are not overly promotional.

If you develop a reputation for consistently great content, attendance will grow and vendors will be more willing to follow your editorial guidance.

2. Develop a Repeatable Formula

If you want to scale, you do not want to reinvent the wheel with each new webinar. Test different formats until you find the one that works best with your audience – then stick to it. Be consistent with the length of the webinar, the presentation format, the number of speakers, and the time left for Q&A at the end.

Be clear with your sponsors on the parameters. Otherwise, they will customize you to death. Of course, you’ll want to be flexible if it means winning a big campaign from a key sponsor. But these should be the exception, not the rule.

By Jacob Millen


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