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Webinar Best PracticesAn Activation Playbook
In these uncertain times, you may be consideringhow to adjust some business activities and stayconnected to prioritize the safety and well-being of youremployees, customers, partners and community.Many organizations have started to look for alternatives toin-person gatherings. Virtual events help keep safety at the forefrontwhile ensuring business activities can still run effectively.In a “work from home” world, webinars are anessential tool for any business to talk to customers.2 Engage customersHelp customersSupport customersStay in touch withkey customers.See how you can helpkey customers.Support key customersalong their journey.Webinar Best Practices – An Activation Playbook
Webinars arevital to yourcontent strategyBoth B2B buyers and sellers saywebinars play an importantrole in the buying process.61%ofmarketersuse webinarsas a tactic fortheir contentmarketingstrategy.276%of B2Bbuyers73%of B2Bmarketerssay a webinaris the best wayto generatehigh-qualityleads.1The 2017 Big Book of Webinar StatsB2B Content Marketing Trends – Big Book of Webinar Stats 20193Demand Gen Report 2017123 Webinar Best Practices – An Activation Playbookhave usedwebinars in thepast 12 months tomake a purchasedecision.3
Build a content strategy for your webinarYou bring the right ideas, the right content, and the right speakers.P R E- E V E N TDURING EVENTP O S T- E V E N TDRIVE REGISTRATIONSDRIVE ENGAGEMENTDrive awareness and sign-ups.Own the conversationand create hype.DRIVE THOUGHTLEADERSHIP Showcase valuebefore sign up Tease content and providewebinar snippets/insights Put your event top of mind Highlight speakers/thought leaders Drive leads4 Webinar Best Practices – An Activation Playbook Increase SOV andtopic ownership Live hashtag tracking Connect withcustomers/prospectsDrive long-term thoughtleadership and business growth. Showcase long-term value Share how soughtafter your webinar is Continue the conversationwith content recaps
Webinarbest practicesUse these helpful tipsfor your virtual events. Webinars should be 30-45 minutes long Avg. number of fields on a webinarregistration page should not exceed 5 Always have an on-demand version of thewebinar available after the event Mid-week days are the best days to host a webinar 10 a.m. or 11 a.m. are preferred times for webinars Consider hosting a LinkedIn Live webinar Have a backup plan for technical glitchesAllocate budget pre- and post-webinar to extend the value of your efforts60%PRE-EVENTof total budget5 Webinar Best Practices – An Activation Playbook0%DURING EVENTof total budget40%POST-EVENTof total budget
Webinar tipsCreate urgencyCreate videosFOMO (“Fear of missing out”) isan emotion that motivates action.Don’t be afraid to use video to promoteyour event – grab those eyeballs!Use a hashtagGive tipsHelp people find yourcontent in a very clearand linear fashion.Help your audience becomemore productive and successful.#effiesritsonseriesFormat: Sponsored VideoLocation: Australia/UK6 Webinar Best Practices – An Activation Playbook
Excellent example:Excellent example: Tap into a trending topic:Talk about key events. Highlight key speakers:Put a face to key speakers. Indicate date and time:Make sure date and time are easily visible. Use a clear CTA:Make it obvious where to register. Clearly structure the content:Include headers to introduce each new topic. Consider using multiple speakers:Multiple voices change tempo and holds attention. Leave ample time for the voice ofcustomer: Attendees will benefit fromyour answers to specific questions.Excellent example:Leverage Alumniwho have achievedsuccess after theirgraduation to showprospective studentsthe caliber of careersavailable to them.7 Webinar Best Practices – An Activation Playbook
LinkedIn is a great webinarpartner throughout the journey8 Pre-event: promoteand amplifyDuring event: driveengagementPost-event: keep theconversation going2-5 weeks before eventAt the event1-3 weeks after Company page Sponsored content LIVE streaming ofspeaking engagements Carousel ads Company page Sponsored content Sponsored InMail invitingkey target audience to viewkeynotes/speaker videos Video capturedfrom conference Lead gen forms Conversion trackingCompany pageSponsored contentSponsored InMailVideo adsText adsCarousel adsLead gen formsConversion trackingWebinar Best Practices – An Activation Playbook
Good luck with your webinar.
Webinar best practices Use these helpful tips for your virtual events. Webinars should be 30-45 minutes long Avg. number of fields on a webinar registration page should not exceed 5 Always have an on-demand version of the webinar available after the event Mid-week days are the best days to host a webinar
