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How to organize a successful webinar

The pandemic brought the need to transition physical events to digital formats. Whether you work in entrepreneurship, marketing, education, communication, or any other line of business, you need tools and technologies that help you reach an audience and interact with it. If webinars were necessary before the pandemic crisis, with the current restrictions it is even more important.


Close-up of the hands of two people next to a laptop

Webinars are a good solution to communicate with your target and convey your message more effectively, as they offer a real conversation and interaction, in real-time. At a time when we are bombarded with information, gaining the attention of the target is increasingly difficult. Depending on your goal, a good webinar can be the solution. If you follow our work and our social media, you must have realized that we have done all of our events online. The online adaptation was unexpected and involuntary, but after several months we have developed a lot of experience in this domain. In fact, our next webinar is on November 5th, where we will officially present the 2020 edition of Portugal Startup Outlook Report.


Today, we will give some tips on how to have the best webinars to communicate with your customers and stakeholders.


1. What is a webinar?


A webinar is an abbreviation of "web-based seminar". It is an online conference or videoconference, usually for educational or informational purposes, which has one way (speaker-audience), but can have interaction through chat or even verbal. A webinar can be done through installed applications or through specific web platforms. It is currently considered an efficient content format, widely used for generating and qualifying Leads.


2. Why organize a webinar?


There is no right answer to this question. There are several reasons to conduct a webinar. Everything will depend on the organizer's goal. We can organize a webinar:

  • On a broader topic, to attract and generate Leads;

  • On a more advanced topic, to advance Leads in the sales funnel;

  • To present or demonstrate live a product or service (live demo);

  • To do Relationship Marketing and ensure customer retention or loyalty.

These are just some examples.


3. How to organize a webinar?


When planning an online seminar, there are always 4 phases that cannot be missed. If you saw our Instagram post yesterday, you already know the 4 P's of a successful webinar: Preparation, Promotion, Pitch and Post-Webinar. But in each of these steps there is relevant information to take into account. ON24's 2020 report is based on a series of benchmarks conducted at 6,520 webinars. In it, we can see some of the trends that will help us to make the best decisions when planning a webinar. Hopefully, this data will help you as much as it helps us.


3.1. Preparation



In the preparation phase, you must define your goal: what do I want to achieve with this webinar? What am I going to gain from this, and my audience too? Once you have a well-structured goal in mind, it becomes much easier to define the name of your webinar, the audience and the format of the event. Defining the format is very important. There are several types:

  • Presentation/Demonstration of a product, “unboxing” style. In this format, the product features, advantages, complementary solutions to the offer are explained. The audience must be able to ask questions;

  • Interview webinar, where a special guest is interviewed;