Digital Marketing
May. 06, 2014

How to Host a Webinar 103

Need a refresher course on How to Host a Webinar 101 and 102? Jump back and read the first two posts before diving into 103. 

Now that your webinar is over, it’s time to bring closure to the event. In order to optimize every aspect of your newly completed webinar, there are a few things to get done before you start planning the next one. The five steps to take upon the conclusion of your webinar include:

1.     Create a landing page
2.     Prepare your recording
3.     Create a survey
4.     Send a thank you email
5.     Examine your webinar analytics

1. Create a landing page

When your webinar has concluded, the first thing you should do is delete your event page and then create a landing page dedicated to your webinar recording and feedback survey. This page will serve as the central hub on which all of your post-webinar activities will be anchored. As with all landing pages, your webinar landing page should be appropriately titled, contain relevant keywords, and at least one call-to-action. 

2. Prepare your recording

One of the (many) best assets of hosting a webinar is the content opportunity it provides. Besides the event itself, webinars allow for content generation opportunities before and after the occasion. Most webinar hosting platforms offer the option to record your event, providing you with content that you can publish on your website for future viewing.

Some things to amend in your recording include volume levels, long pauses, and any areas in which you may have experienced technological difficulty during the webinar. Another great thing you can do to enhance it is add text captions with additional information periodically throughout the recording. This can include referenced website URLs, contact information or even a call-to-action when relevant.   

Once you’ve edited your recording, upload it to your newly created landing page. Check to be sure that there are no technological glitches by playing it on various different computers and browsers.

3. Create a survey

survey exampleObtaining feedback from those who attended and viewed your webinar is an important way to find opportunity for improvement. Getting this first-hand insight from your buyer personas is key to creating and maintaining lasting relationships with them. Sending a survey also demonstrates to attendees that their voice is heard and their opinions are valued.

Surveys should be short and between 5-7 questions long, each designed to achieve the goal of gauging your consumers’ reactions. Be sure to include a link to the survey on your webinar landing page so that you are receiving feedback of those who missed the event but have watched the recording. 

4. Send a thank you email

follow up email exampleOnce you have finished establishing your landing page, editing your recording and creating your survey, send out a email thanking your webinar attendees for coming to the event. The email should include a link to the survey as well as to the landing page. Be sure to send it out within 24 hours of the actual webinar itself to maintain relevancy and get the best feedback possible. 

5. Examine your webinar analytics

Coupled with survey results, your webinar analytics provide great insight into how successful your webinar was and ways in which you can improve in the future. Aside from your survey, some statistics to take note of include: attendee ratio (how many people signed up versus were actually there), online polls (demonstrate audience engagement and interest level) and retention rate (how many people stayed through the entirety of the event).

Argon reports that an excellent attendee ratio is more than 50%, while an underperforming webinar has a ratio of less than 30%. Should your webinar result in low statistics, examine your survey feedback and look for weakness. Was your subject matter valuable? Were your presenters engaging and interesting? Ask yourself these questions to make sure that you are hosting an event that demands attention. 

The webinar wrap-up process should in its entirety only take a few days at most. Following these five steps ensures that your attendees are left feeling both as though they received something valuable from you and that you value them. Webinars are a great way to foster relationships with your buyer personas, so now that you’ve finished this one it’s time to start the next. 

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