Not just another webinar…

A client commented this week that it is: “easy to spend most of my isolation working day attending webinars – the difficulty is going to one where I actually learn something”.

She had a point. As the go-to solution for group communication, webinars are both a blessing and a curse for marketers in today’s “crazy marketing times”. 

3Fox thought it might be helpful to assess webinars, and maybe in time other aspects of marketing, and share our learning. Here’s the first part:

Webinars, week one: before you start.

Is a webinar right for us and our brand?
Unfortunately, this is a question that many organisations fail to ask before they plough headlong into creating an online event. Great webinars are built around great content. Delivering content that will matter, and actually be interesting, is the only place to start. The truth is that not every brand has the right content to inspire and engage. They focus on webinars as a way to generate leads. That is how bad webinars are made. If you don’t have, or can’t create, relevant and (dare we say) interesting content, you really should be questioning if it is the right channel.

There is a real risk to your brand from a webinar that your audience thinks was simply a way of selling what you do. In today’s sensitive marketing times, that perception will stick! People are going to remember what you did during the crisis.

Of course that leaves the difficulty of deciding “what is great content?”. We believe there are six key aspects to consider:

  1. Understand what’s on the mind of your audience. Do you know what’s keeping them up at night worrying, professionally? Do you have the content to help them sleep? (Not while they’re watching!)
  2. Create debate and challenge the audience. Can you deliver content that challenges? Will your audience leave the webinar feeling they had to think, and were part of a debate rather than a lecture?
  3. Have an angle. Do you have a unique point of view and are you expressing it in your content? Or are you simply jumping on a brandwagon? 
  4. Generate knowledge. Are you presenting information that your audience doesn’t already know, so that they leave your webinar with a professional advantage? 
  5. Make it two-way. Will your content and format actively engage your audience and require them to have or form an opinion, so the conversation can continue after the webinar? 
  6. Ensure it’s right for now. Is your webinar not just relevant, but appropriate? Can it be delivered with empathy in current circumstances? 

If you can provide positive responses to these, and your motivations aren’t simply about creating leads because your MD is pushing the sales agenda, then you’re on the right track to make a webinar work. 

Next week we’ll talk about how integrated thinking drives numbers to your webinar. 

Tim Lewis
Lead consultant
3Fox brand and marketing

Tim has worked for 25 years in various top flight brands and creative agencies and has broad experience of the property sector, place and destination branding, cultural and heritage, professional services and not-for-profit. His job at 3Fox is to create brand and marketing strategies for our network of clients.