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Fast becoming the next step of video marketing, any business who isn’t hosting a webinar will be missing out on a vital marketing trick.

Every industry has information that is valuable to others, and blogging is a great way to share that content. However, there’s a new format for sharing content and it is miles better than the measly blog post.

Enter the webinar. You may have thought seminars were reserved for university students and conference goers. The web-based seminar is actually perfect for companies who want to build a readership on a specialism that the general public may not know much information about.

The structure of a webinar may vary depending on topic and industry, but you will need the same method of approach in order to present a structured and clear presentation.


Picking a topic isn’t as easy as you might have thought. ‘Cats in hats’ might sound like a great topic for a webinar to you, but for your audience, it probably won’t.

Consider search potential when you come up with ideas for your webinar, and particularly when you’re coming up with a headline. Some titles will be much more compelling to read than other, and just like with a blog post – the heading is everything.

Recruit Speakers

Once you’ve chosen a topic and decided which provider you want to go with to host your webinar, you should think about who you want to speak about the topic. There are pros and cons to having multiple people speak, and it is very specific to the topic; so you may have to decide this one for yourselves.

The pros to having one speaker is that there are fewer people to coordinate and train on the webinar tool. The cons are that one person speaking may make an audience less likely to participate as it is more of a presentation style.

Introductory Video

Before you have the webinar you should create a short introductory video of the speakers and a brief description of what the topic will be on. You should publish this about a week or two before the webinar date and distribute it via your social channels.

The video should only be about a minute long as it only needs to briefly introduce speakers, the company and the webinar subject. The visual aspect of seeing the layout of the webinar and what’s to expect will fare better than simply writing a blog post.

Shout About It

Once you’ve made the introductory video and set up the webinar, make sure to let everyone know what you’re doing.

A month before you host the webinar send out information about the webinar in a newsletter. It’s important to advertise it on the front page of your website too so all your customers are aware.

In the run up to the webinar, advertise the video on your social media sites. Give your audience samples of what will be included by asking a question that will only be answered in the webinar. It’s a great way of grabbing people’s interest and getting them to sign up.


Press play!

You should be ready to get the webinar underway and start exploring the topic with your audience. Don’t feel too disheartened if not many people turn up to the first one – roughly 50 percent of those who signed up won’t attend the webinar are.

The likelihood is that they’ll be assuming you will record the webinar, so remember to for your own sake! Send out reminder emails after the webinar asking people who missed it if they need a copy – that way it will live on after you’ve finished.

Are you thinking about hosting a webinar for your business? Or do you have tips and tricks for newbies? Leave your comments in the section below!

About The Author

Karl Bilby

We work very closely with our expert accountants to bring you the latest factually correct tax and accounting news. We also enjoy writing about small business news that we hope you find useful!

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