Webinars are the juice for engaging prospects - but how can marketers stand out? This SlideShare outlines some methods. Many executives worry about the wrong things when creating webinars. They’ll obsess over the whether their backgrounds are the right colour. Whether they’ll fit their speech into the time available. Or whether they’ve covered the 150 points raised at the last quarterly meeting. Note what unites these worries? They’re all internally focussed. Successful webinars don’t need bigger budgets or or deeper expertise, either. (Although bigger budgets and deeper expertise are always nice to have.) Nor do they rely entirely on standard marketing metrics like registrations, leads, and conversions. What matters most - what gives your webinar evergreen status and usefulness over a long life - is audience appeal. Getting there involves a change of perspective. Because the metrics of an engaged audience are very different from your monthly report. They ask: was it educational? Did it address my pain points? Can I use the information in it, right here, right now? This SlideShare looks at improving webinars from the audience’s perspective. With no-nonsense instructions for creating a webinar presentation, step by step, in a way that puts your audience first.

1. How to build a killer
webinar presentation

2. ...by appealing to your
audience and making this
appeal your key metric

3. Traditional presentation advice is,
Tell ‘em what
you’re going
to tell ‘em
Tell ‘em Tell ‘em what
you told ‘em

4. Trouble is, it more often seems like:
Tell ‘em how
you’re going
to bore ‘em
Bore ‘em Tell ‘em how
you bored
them!

5. To create content
that endures, rather
than content your
audience endures.
Ask yourself these questions first.

6. QUESTION 1:
Who is the target
audience for this event?

7. Can’t answer?
Then you’re building a webinar for
yourself. Not your audience.

8. Start by listing what you understand your audience needs.
It doesn’t always take long.
What are your
audience’s
learning needs?
What are their
business pain
points?
What
information do
they need right
now?

9. QUESTION 2:
What do they
need first?

10. Make sure you know where
your audience is on the
purchasing path before
building your webinar.

11. Tailor your webinar to their needs at the moment.
Are they seeking
initial information?
Are they ready for a
shake-up?
Do they know what
pain you solve?
Are they aware of
best practice?
Are they open to
new ideas?

12. QUESTION 3:
Is your title compelling?

13. Your headline must:
Catch them in
the first second
Answer the need
you identified
Summarise
the benefit
they’ll get from
attending

14. List-style titles (“9 ways to
X, 10 reasons to Y”) work
well, as do action words like
“Build” and “Create”.
*Oddly, starting list-style titles with an odd number works!

15. “11 Common Mistakes… and How to Avoid Them”
“7 Keys to Success”
“5 Best Practices for Product Launches”
“Build your Social Media Footprint”
“How to Optimize Content Delivery”
“How to Drive Webinar Registration”
And “How to”.

16. QUESTION 4:
Does your content tell
a story?

17. The test of any webinar is
whether you can sum it up
in a single sentence that
demonstrates the change
it delivers.

18. If you can’t…
Then it doesn’t.

19. Can you say “confused”, “unfocussed”, and “uninformed”?
Narrative themes include:
Addressing a
specific pain-point
Comparing two (or
more) methods,
strategies, or solutions
Solving a common
problem
Highlighting best
practices for a
specific topic
Introducing new
concept

20. QUESTION 5:
Is your presentation
structured?

21. Like any story, good webinars have a
beginning, middle, and end.
Set the stage by stating
your premise and the
issue you’ll address
Deliver the message by
going through points
one by one
Summarize the content
and tie everything back
to the initial promise
ACT
THREE
ACT
TWO
ACT
ONE

22. A good rule of thumb is devote
Just like most thriller novels!
20%of time to Act 1,
70%to Act 2
10%to Act 3.

23. QUESTION 6:
Have you made
an outline?

24. No, you can’t skip
this part.
No novelist, screenwriter, poet,
or musician ever misses the
planning bit.

25. Create your
empty slide deck
and title frame
Add your titles
and subtitles at
intervals
Then start
drafting content
“within the
walls”
And if your content doesn’t fit… that’s the
point of making an outline.

26. QUESTION 7:
Are you creating
according to a structure?

27. Think in bullet points.
The biggest bullets are your
big ideas
Within each big idea, break it down into
other bullets
Within those bullets, add supporting content

28. Consider interviews, panel discussions, live demos, video, Q&A
As long as you have a solid outline, you
can mix up the webinar format and tell a
good story.

29. QUESTION 8:
Are you being social?

30. Choose their
own path
through your
presentation
Share info
during the
presentation
Take part
in Question
& Answer
sessions
Go through it
at their own
speed and
in their own
time
Audiences expect to:

31. of webinar audiences
respond to polls
21%

32. download resources from
a list
12%

33. ask questions
5%

34. QUESTION 9:
Is it interactive?

35. 85% of webinars use Q&A tools
22% offer polls
4% collaborate online
38% use social sharing
10% offer surveys
4% engage in chat

36. QUESTION 10:
Does it look good?

37. Now comes the
fun part.
Making it look professional and
sound compelling.

38. Instead of billions of bullets, give your
audience an evocative image
A picture is worth 1,000 words

39. Leave arrows, bullseyes, smiley faces with their
thumbs up where they belong: the 90s.
Avoid cheesy clip art

40. Pick images that feel natural, unique.
Be choosey about stock photos

41. A grainy, pixelated product shot makes you
look unprofessional.
Use only high-resolution images

42. A single image and a few bullets are
all you need on any slide.
Don’t pack your slides with clutter

43. Choose colours that are easy-
on-the-eye
Use language that focusses on
you and we, not I and me
Kill off abstract nouns and
passive verbs
Write as you’d speak!
And don’t just make the slides your speech as text.
It’s annoying.

44. QUESTION 11:
Have you looked at it
with fresh eyes?

45. Does the
premise come
across clearly?
Does it tell a
good story?
Does it look
clean and
professional?

46. Make sure you’ve delivered not
just on your laundry list of points,
But on how you’ve
answered audience
expectations.

47. QUESTION 12:
Have you tested it
on someone?

48. Of your entire presentation.
Don’t worry if he doesn’t tell you
where it’s flowing badly...you’ll
feel it.
Always, always pull a
colleague aside and
deliver a rehearsal.

49. Never present for the
first time in front of
your audience.

50. Would you come away
from this webinar with
the sense you’d learnt
something useful?
If so, congratulations! You’ve just created
your first killer webinar.

51. Discover more key ways you can
communicate with your audience, download:
Collaboration Tools
in 2016: An In-Depth
Guide For Marketers
Download now
Collaboration Tools
in 2016: An In-Depth
Guide For Marketers
Explore
Develop
Transform
Collaboration Tools
in 2016: An In-Depth
Guide For Marketers
Explore
Develop
Transform

52. Collaboration is leadership.
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Collaboration Services.