Webinars are an excellent marketing tool, however as competition for viewer numbers and hours increases, it’s important to stay one step ahead of your competitors.
That’s why live video streaming inside your webinar can have a huge impact on audience engagement. On average live video webcasts (as they’re more correctly termed) have over 50% more viewer hours than presentation based webinars.
With those numbers it’s a wonder that more marketers are not using them to communicate with their leads and customers. Here we look at why these types of online events are more successful and provide some useful tips on what to include and how to make the most of live video.
Your live video webcast is just like a TV programme, so treat it like one. You’d happily watch an engaging TV programme for an hour and the same type of techniques can be used to make your webcast just as engaging.
1. Always have a Plan
Firstly, it’s important to have a detailed plan for your event. Think of your one-hour webcast in 4 or 5 segments (just like an edition of a chat show). You can include one to one interviews, panel chats and debates and presentational content within each segment. But how do you split up the segments?
We’d recommend using pre-recorded trailers or video to break up the content and re-engage viewers. Much like commercials break up most TV programmes.
Rehearsals, choosing the right presenter and keeping the content pacey and interactive all lead to higher viewing hours and greater engagement.
It’s great having an audience log in to view your event, however it’s even better getting them involved. This is key to keeping the attention of your attendees, if I feel actively involved in something my focus will always be on that. However, if I’m just watching and listening my attention can easily be grabbed by something else.
Having a Call to Action is a great way to keep the audience involved. These can include Polls, live chats with product experts, and the option to ask questions followed by an engaging Q&A session. Additionally, having physical presenters is always more engaging than having simple slides with audio.
3. Choose the right Presenters
If you want attendees to truly be invested in the content they are listening to or watching, it is important to have the content delivered by the correct people. If you are running an industry specific event, ensure that your presenters are well respected and known within the industry. If my neighbour tells me I’m going to be swallowed by a black hole I’d barely flinch, but if Stephen Hawking told me the same thing I’d likely put more stock in it.
Additionally, your presenters need to keep the audience engaged, again a video webcast is like TV and presenters need to think of it this way. We all have preferred TV presenters, those that we love to watch and we also have those that we can’t watch, so choose presenters wisely.
Marrying the two is not always easy, however this can be remedied by using a Moderator. If your presenter is not as interactive as you like but is a leading expert pair him with an engaging Moderator.
4. Let your reporting be your guide
There isn’t a blue print of the perfect video webcast. Different audiences expect and enjoy different things. Earlier we discussed having sections within your webcast such as interviews or polls. The reporting you gain from your webcast will tell you where audiences were most engaged, and you can use this to plan in future.
If audiences are particularly engaged after a poll you can use more polls, or essentially more of whatever works best. If engagement is high for a particular speaker invite them back. You will also be able to identify “Hot Topics”.
In addition to the actual formation of the content you can use the reporting to assist in deciding when to host the webcast. We find Monday’s and Fridays are best avoided but your reporting should give you a very good idea of when you will have the biggest audience.
5. Look ahead
Before you actual broadcast your webcast start thinking about the next topic and try to have at least one crossover topic with the broadcast you are promoting now. That way you can kick start your promotion of the next event by mentioning it as you close the first event.
If you can why not redirect attendees to the registration page of your next event? Ultimately if you think far enough ahead you can create a series of webcasts that will essentially promote each other as each one draws to a close.
If the webcast has been engaging and enjoyable your attendees are ripe at that point and feeding off their enjoyment they are more likely to register for the next event.
Want to discuss how you could get the most out of your event? Get in touch