What is a webinar? Your quick and easy guide


What is a webinar?

If you want to find out more about what is a webinar and how you can use it you are in the right place.

A webinar is an online seminar that helps you engage with a targeted audience. Webinars are a powerful tool for both B2B and B2C marketers.

They have two advantages over traditional forms of advertising:

1. They’re cost effective
2. They help businesses gain better data about their audiences.

In a nutshell, your webinar programme can help you achieve the following business benefits:

• Improve awareness of your products
• Build relationships with old and new customers and deliver professional development to employees
• Capture better quality leads
• Save time and money on events and seminars

Now that you know what is a webinar it’s time to find out how you can use in the best way.


1. Define your target audience

When developing the content, marketing the webinar and sending out invites, you must have your ideal customer in mind. These are a few of the common questions you should be able to answer to:
• What is their job title?
• What tools do they need to get their job done?
• What industry do they work in and do they know what is a webinar?
• What are their personal goals?
• How active are they on social media?

Also you should make sure you know the following housekeeping points about your audience:
• How much time do they have to listen to your messages?
• Which time zones are they in and what languages do they speak?
• Where will they be watching the webinar, in a busy office or at home?
• Which device will they use to watch your webinar – desktop PC, tablet or mobile?


2. Determine your objectives

You now know what is a webinar, who you’re talking to, and how you can address their concerns. Let’s think about your own goals.
You should set your goal first and make a prediction on the outcomes you’d like to achieve. For example, this could be more qualified leads for your sales team. With a webinar, this is extremely easy.


3. Decide on your budget

The amount you’ll need to invest in your webinar will depend on three factors:

• Design and build of online elements (you’ll either need a new template to be designed and built or you can use an existing template, once you find out more on what is a webinar you can make an informed decision about your template.)
• Onsite production
• Bandwith and storage.


4. Streaming live, on-demand (or both?)

The best webinaring approach is a blend of live and on-demand. You can present an engaging live webinar to your audience with chat functionality, and then hold your content on the microsite for latecomers.

We advise clients to not rely on pre-recorded webinars. Your audience are discerning, and they’re likely to switch off if they feel this event is one of many, a pre-recorded broadcast without tailoring or specific information.


5. Choosing the right venue

If the event is for a purely online audience, then we can set up a specialist studio for you and run the webinar live out of your studio.
This is easy to set up, and extremely cost efficient. It gives you access to broadcast quality production on a tight budget.

If you’ve already got a venue in mind (for example, if you’re webinaring a live event with delegates onsite), then there are a number of things you need to look out for.
It is essential to make sure there is good internet connectivity at the venue, appropriate onsite facilities and that your venue doesn’t suffer from excessive echo or external noises as having a good audio quality is very important.


6. Picking the right speaker

Choose engaging speakers who know what is a webinar and can hold a crowd’s attention. Even if you’re not casting in front of live delegates, make sure that your speaker can deliver their points in a clear, logical manner.


7. Slides and interactive features

Our platform allows you to add PowerPoint slides and PDFs. These can be synchronised alongside the webinar stream. Your audience can refer to them for high quality graphics which summarise or elucidate your speakers’ points.


8. Marketing and registration

There are four ways you can market your webinar and drive traffic to your webinar:

• Your website
• Social media
• Search engine marketing
• Value building reminder emails


9. Reporting on success

For most marketers, this is the real meat for webinars. Following each webinar, you can see:

• Who attended the webinar

This metric will give you the ROI of your webinar programme. It will also be the key indicator of your marketing strategy.

• Who participate in webinars

Chances are, the audience members who were active during the webinar will be a strong lead for your sales team to follow up on.

Now you know what is a webinar and all the points you need to think about when deciding to use it as a tool to engage your customers.