Guide to webinar creation: these success factors ensure a successful presentation
Webinars are trending. They are convenient for both the audience and presenters and offer numerous possibilities. Whether it's about online marketing, lead generation, brand building, or content delivery, the webinar is a useful tool and perfectly in line with current trends. However, webinars are still a relatively new medium, and planning and execution can still be a headache for many. Therefore, you will find helpful information here about the unique aspects of webinars and the success factors you should consider when creating one:
What exactly is a webinar and what makes it special?
A webinar is a presentation delivered over the internet. Unlike a video uploaded to a website, a webinar takes place in real time and involves a direct connection with the participants. These participants are often integrated into the webinar presentation through various interactive elements, such as short surveys, quizzes, or opportunities to speak. Webinars can serve various purposes. Most commonly, they focus on conveying content, but this is frequently linked to another objective, such as marketing.
How does the webinar work?
A webinar is based on suitable software, such as Zoom, Skype, or Microsoft Teams. Using PowerPoint for webinars is also a very good option.
Appropriate software allows you to share media content, such as documents or videos, with the audience. Using a camera so that the presenter is visible to the audience is recommended, but not mandatory.
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The webinar presentation: a presentation like any other?
So, a webinar presentation is basically not that different from a regular presentation, right? Yes and no. Many elements are indeed similar, but the situation is different because the virtual space offers some unique features. You should be aware of these factors if you want your webinar to be a success. So, here are the key differences between presenting in a real and a virtual space:
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Limited communication channels
This factor should not be underestimated. In real-world presentations, communication extends far beyond what is said. Audience and speaker are directly facing each other and can see one another. Facial expressions, gestures, and eye contact are crucial tools in this process. Even with extensive use of video technology, it cannot adequately replace direct interaction.
For you, this means that the content and its presentation become even more important. At the same time, the voice gains in significance. Monotonous speech should therefore be avoided, and careful attention should be paid to intonation. -
Non-committal environment:
In a face-to-face presentation, there's a certain social obligation, and distractions are usually limited. Doing something else during a presentation would be perceived as rude and disruptive. It's a different story at home or alone in the office. If a webinar isn't very engaging, the temptation is strong to quickly glance at the notes or send an email on the side. It's therefore harder to keep the audience engaged, making it all the more important to communicate why watching the webinar is worthwhile and to design it accordingly.
Presenting in a webinar: different, but not more difficult
Keep in mind that these differences are not necessarily advantages or disadvantages, but can very well be both. For example, if you don't notice that your audience is losing control, you can't counteract it, but it also won't throw you off track.
The webinar situation doesn't need to make you overly nervous. However, keeping this in mind is very helpful in preventing problems and weaknesses while creating your webinar presentation. Here are some useful tips:
Creating a webinar presentation: Success factors and tips
Success factor 1: Careful preparation and planning
As previously explained, communication channels are limited in webinars. This also means that spontaneous changes to the webinar presentation are difficult. While you can certainly add something verbally, the corresponding visual information is missing. The possibility of writing or sketching something – as in a real presentation on a whiteboard or flipchart – isn't impossible with the right technology, but it's not always practical.
Choose a topic skillfully and promote it.
You face the challenge of attracting an audience and then holding their attention. Therefore, you need to plan very carefully what you want to convey and how you want to do it. This starts with the topic itself. Consider what appeals to your audience and how they can benefit from it. Remember to promote your webinar early and extensively (four weeks in advance is perfectly reasonable!). Email invitations are generally particularly effective. Don't forget to send reminders several times later.
Time management is key.
Equally important: precise time management. A webinar presentation is usually precisely defined in terms of time and duration (typically 60-90 minutes), and deviations are difficult and frustrating for listeners who have set aside extra time to follow your webinar. Therefore, it's best to create a kind of script, specifying how many minutes you will dedicate to each part of the presentation.
By the way: There's no single perfect time for a webinar. The target audience and the intention are the decisive factors. Employees usually have time in the evening, while freelancers are often available in the morning.
Success factor 2: Choosing and presenting content skillfully
There's not much to say here, really, because it's your webinar and you should be the expert on this. Normally, you'll have some kind of goal or objective for your webinar. But first, you need to get people to actually attend it.
Demand decides.
The basic principle is: Identify your audience and try to put yourself in their shoes. Who do you want to reach? What will interest them? What will offer added value? No one will attend a webinar to learn that the circle is round. But it shouldn't be too specialized or complicated either. Focus on the skills and expertise of your target audience.
You need a skillful combination of your intention and the target audience's interests, and then you have to market it appropriately. Find the intersection between what you have to say and what people want to know!
Success factor 3: Mastering the technology
The success of a webinar depends far more on the technology than on other presentations. Anything that causes difficulties or even fails can be difficult or impossible to compensate for. Conversely, you can certainly score points in a webinar with skillful use of technology and media. This is reason enough to pay close attention to the equipment and its implementation.
The appropriate software
There are now various software solutions available that can be used for webinars or have been specifically developed for this purpose. Choose one that suits your design requirements and that you find easy to use. PowerPoint presentation webinars are popular with many users, as the program is already well-known from in-person presentations and is installed on numerous devices. Therefore, using PowerPoint for a webinar is often an obvious choice.
Be seen well
When working with camera equipment, pay attention to proper alignment and positioning. The camera should be pointed directly at your face and illuminated from the front. If using a laptop camera, a laptop stand is helpful to achieve a better angle. Incidentally, artificial light usually looks better in video than natural light. Light sources in the background (such as windows) or mirrors are distracting.
"Come across well"
When using a camera, consider the surroundings. Depending on the webinar's purpose, you can choose a neutral or supportive background (e.g., bookshelves). Also, think about small details that you might not want to be seen. An erotic photo of your partner might be visually appealing, but perhaps not suitable as a webinar background. Those who want to work like true professionals can invest in a green screen.
During your presentation, make sure you actually look into the camera and pay attention to your posture.
Be heard well
There are also a few points to consider regarding the sound.
Here too, make sure the settings are correct and minimize background noise where possible. Close the windows and turn off or mute devices (phone, smartphone, PC notifications, etc.). If necessary, ask people in the next room or house to be quiet.
One factor that is often overlooked is that using the internal microphone and speakers simultaneously can lead to feedback and distortion. Therefore, an external microphone, headphones, or a headset can be useful.
If you use a lot of technology, a checklist can help you keep track of all the necessary steps and settings.
For every technique: Familiarize yourself sufficiently with it before using it in practice!
Success factor 4: Clear, well-organized structure!
The entry before the entry
Webinars often begin with a "pre-introduction." You can create a short video clip (around five minutes) while participants gather in the webinar. Alternatively, you can join the session yourself and chat briefly with the first participants, just like you would during a presentation in a physical room. (Have some small talk topics ready!) This relaxes the atmosphere and helps ease your own nervousness.
The actual entry point
Check the technical functions and welcome your audience. Provide any necessary technical instructions and information about the presentation's flow. Then begin with a brief, concise overview of your content. This can be supported by a slide, but it doesn't have to be.
Right at the beginning, you also have the best opportunity to capture the audience's attention by clarifying why listening is worthwhile and what added value people can gain from the webinar.
The main part
In the main body, you should ensure a clear and logical structure. A consistent theme should be evident. You will find more tips for this section in the following paragraphs.
The conclusion
Finally, summarize your content and key messages once more and/or include your call to action, if applicable. If sales and distribution are the focus, this is the ideal place to present offers. Don't forget to ask your participants for feedback. A final short survey is also a good way to do this.
Success factor 5: Clear, yet varied slide layout
The ideal number of slides and their precise design always depend on the specific presentation and its content. Here, you'll need to rely to some extent on your own expertise. However, you should keep the following tips in mind:
Less is more
Be neither too wasteful nor too stingy with slides. Although a precise number is difficult to define, a rule of thumb is to use approximately 10-15 content slides and 5-7 other slides (instructions, interactive elements, etc.).
Don't overload your slides. They should contain only the essential information and be clearly laid out. Limit yourself to one aspect per slide. A few concise words are more memorable and memorable than a lot of convoluted text. The content of your slides can be varied. Supplement the text with tables, images, diagrams, and other media to capture the audience's attention.
Appropriate layout
The layout should be identical across all slides and, if necessary, follow the corporate design guidelines. Master slides can be very helpful in this regard.
Make sure the font size is large enough. Not all viewers are sitting in front of a large screen.
Keep your slides simple and use colors and effects sparingly. Otherwise, these will distract from the content and can also cause display errors and problems in some programs. Highlighting important content is, of course, still important and appropriate.
Success factor 6: test, check, secure
A test run is mandatory
Even with meticulous preparation, you must assume that errors and problems might still creep in. Therefore, a trial run is always recommended to uncover any weaknesses. This will also give you practice and confidence. So, run through the process a few days beforehand – perhaps with a friend or colleague as your "test audience." This way, you'll get valuable feedback.
Constructive self-criticism
If you want to rehearse alone or can't find anyone to practice with, you can record yourself. Those unaccustomed to this often find such recordings strange. However, they can be very useful for self-reflection. Don't be too hard on yourself, though. We are usually our own worst critic!
Check processes and technology
If you are not organizing the webinar alone, please coordinate with the other participants about procedures and content in good time.
Please ensure that the necessary equipment is available and functioning on the day of the webinar (laptop, software, camera, sound, internet connection,...).
When it starts:
Prepare for the webinar well in advance and double-check the technology. It's always possible that something might go wrong at the last minute. Have alternative devices and solutions ready, if possible.
Further tips and advice:
- If possible, choose numerous suitable tools (chat, surveys, quizzes, etc.) to make the webinar interactive and varied. Participants who feel involved are always more engaged than passive listeners!
- Consider how interaction with the participants should be regulated. How and when, for example, can questions be asked (comment section, speaking up, etc.)? Explain these rules to the audience right at the beginning (and again if necessary during the event).
- Preparing a script or at least notes is recommended. Even if you are a true expert in the field, you might occasionally "lose your train of thought." Furthermore, a script is very useful for time management.
- The webinar situation is likely unfamiliar to many participants and can cause uncertainty. Prevent this by clearly communicating the procedures. Also, try to create a relaxed atmosphere and behave as you would in a regular meeting or presentation.
- A seemingly small thing that you might be very glad you did: Have a glass of water ready. It can be invaluable during longer presentations.
- The average person's attention span is about seven minutes. It should therefore be re-engaged regularly – which can be a challenge, especially with a dry topic. Try acting as an entertainer and sprinkle in short anecdotes or similar stories. This generates attention, conveys personality, and lightens the mood. But above all, remain natural.
- A successful webinar ideally leaves participants with lasting memories of you and your content. You can encourage this by providing a reminder. Create a summary or recording of the webinar and send the material to participants afterward. This kind of service is generally well-received.
- Many webinars are held while seated at a desk. If you feel comfortable doing so, that's perfectly fine. However, you can achieve a better impact in terms of voice and posture while standing.
- If you're using PowerPoint for your webinar, don't be tempted to simply "recycle" existing in-person presentations. As mentioned, the webinar situation is unique and requires special attention.
- Certain organizational questions arise in almost every webinar. People usually want to know if the webinar will be recorded and whether such a recording or relevant informational materials will be available to them. It's best to clarify these points right at the beginning. If you plan to hold webinars frequently, you can create a corresponding information slide and reuse it.
- Once created, there's nothing wrong with holding a webinar multiple times if there's sufficient demand. Why go to all that trouble for a one-time use?
To claim that all these tips and suggestions will guarantee success would be a blatant lie. As with everything in life, there are no guarantees. However, this compilation provides a solid foundation for successful webinars and will hopefully prove useful to you.