3 lessons for a world-class webinar

Webinars have become ubiquitous in communications: 54% of B2B professionals engage with one on a weekly basis. But they’ve also become notorious – you are balancing the challenge of commanding attention on a small screen with big audiences, bringing different expectations.

Drop-off rates are high, with the risk of expending a lot of time and money only to serve up a dud.

We’ve produced and hosted numerous webinars for our clients, and attended plenty ourselves.

When done right, a webinar can be the crown jewel of your communications strategy, particularly if you’re seeking to launch a new product or service, showcase a demo, or educate your audience.

Here’s what we’ve learnt:

1. Make it exclusive

You need to treat your audience like journalists being offered an exclusive briefing. What can you tell them that they can’t find out elsewhere? Answering this will guide decisions about the speakers you select, what you want them to say and the structure.

2. Plan extensively

Webinars need to follow their own dramatic arc: a compelling hook, a middle that builds engagement and strong finish that leaves attendees with clear takeaways and a call to action.

Brief your speakers around this, but also invite them into the process. Insights from preplanning can change the structure and focus and deliver something more polished and insightful.

3. Be ambitious

We’ve partnered with senior government officials, broadcast journalists and leading experts in their field. It requires getting them to buy into the concept – but it can transform your webinar from a mere hour in the calendar into something unmissable.

If the budget stretches, hiring a well-known journalist or presenter to chair the event is even better. Vivienne Parry, former Panorama and Tomorrow’s World presenter, added extra flair to our webinar with BPR Medical.