What is a Webinar and How Can I Put One On?

Web conferencing is a service that allows meetings and events to be shared by users in remote locations.  Referred to as on-line workshops or webinars, these events can be used for:

• Meetings
• Training events
• Lectures
• Sharing information on new products and services
• Promoting your business

This dynamic and engaging platform helps you build an audience that will regard you as an expert in your field, as well as keeping your education and travel budgets down.  With a little bit of planning, you can integrate this tool in to your marketing plan.

Determine your format
There are several available formats for running a successful webinar.  Take a look at this table for tips on how to choose the right one for your presentation:

	Description	Pros	Cons
One Speaker	A single presenter speaks, demonstrates, and answers questions from the audience.	Fewer people to coordinate and train on the webinar tool.	Lone presenter is more likely to become authority at the “front of the room” which may create reluctance to ask questions.
Interview Style	Interviewer asks a set of predetermined questions.	·         More engaging to hear multiple voices. ·         Interviewer asking questions often encourages audience to do the same.	·         More people to train and coordinate. ·         Scheduling run-through and webinar may be more difficult.
Moderated Panel Discussion	Multiple people on the line at the same time, with a moderator facilitating the discussion.	Offers variety of voices and perspectives.	Can be challenging to keep panelists from only talking among themselves.
Interactive	Audience members participate fully via instructor-led exercises and facilitated discussions.	Participants receive deeper understanding of topic because they’re fully engaged in dialogue and exercises.	·         Can only accommodate a small group. ·         Requires experienced teacher/facilitator.

Fill Roles

Once you have determined the style, then you'll need to fill the appropriate support roles for the webinar.  Basic roles are:

• Organizer/facilitator - this will be the person who schedules the session, creates the visuals, invites the attendees, tracks the participants, and follows-up afterwards.  You can take this role on yourself, or delegate it out to your Virtual Administrative Assistant so you can concentrate on being the expert.
• Presenter/subject matter expert - you will generally be filling this role, but you can draw on others in your field for the interview or panel discussion style of webinar.
• Assistant - during the actual webinar, you need to have an assistant that will help it run smoothly.  That person will be answering technical/logistics questions, running the slide show, and gathering other information that the presenter will need.  Again, this is a perfect role for your Virtual Administrative Assistant.

Plan Your Visuals

Webinars are a platform that relies on audio and visual content to get your message across.  Instead of having text heavy slides, use interesting visuals that illustrate your topic.  Have an intro slide that shows log-in information as well as logistic information like how to ask questions.  If your are using one of the multi-presenter formats, have a slide that introduces all parties with pictures if available.  Include a brief overview of the agenda and topics that will be covered.  When you are going to be referencing web sites or tools, try to include live versions or screen shots of those things.  Use interactive exercises like polls and Q&A sessions to keep the audience engaged.  Remember, your audience will probably lose attention if your presentation is longer than 30-60 minutes so build your presentation accordingly.

Pick a Provider

There are many providers (and growing) for putting on webinars.  You can use services such as DimDim.com, Yugma.com, GoToWebinar.com, or any provider that you are comfortable with.  Things to keep in mind when deciding are:

• How many people will be accommodated
• Cost of the service
• Does it have the features you need
• How is the audio portion handled
• Can you record the session for future viewing

Once the provider is set, don't forget to practice at least once with all the presenters and your assistant to make sure you're familiar with the tool.  Don't make the actual webinar the first time you log-on and try it out.  You want to be seen as the professional and expert to your customers.

Schedule & Invite

Now you're ready to schedule the session and invite your attendees.  The most effective days for webinars is Tuesday, Wednesday, and Thursday during the afternoon.  Set yourself a goal for invitees and attendees remembering that most webinars achieve a 30% attendance rate.  Your invitation should be targeted, somewhat personal, and sent at least 3 times to be effective.  Promote your webinar through your website, social media outlets, and blog to reach the widest possible audience.  Have your autoresponder send a thank you email and registration confirmation to each participant that signs up.

Follow-up

Everyone that took the time to participate in your webinar trusted your advice on and was excited by the topic that you chose to speak about, don't let that opportunity pass you by.  Follow-up the webinar with some value added contact that will cement your name and business in the customer's mind.  You can send each participant a copy of your presentation with additional text and exercises, you can give them a free service such as a short consultation, or you can add them to an exclusive newsletter or website access list.  This is a great chore to outsource to your Virtual Administrative Assistant.

The marketplace is quickly changing and customers are always seeking a more personal connection with the businesses they frequent.  Webinars are an excellent way to build your following and your reputation as an expert in your field.  Take the opportunity to differentiate yourself from your competition and dive in to the wonderful world of webinars.