{"id":7748,"date":"2020-04-17T13:52:36","date_gmt":"2020-04-17T17:52:36","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=7748"},"modified":"2022-02-25T13:04:00","modified_gmt":"2022-02-25T18:04:00","slug":"webinars-creative-engaging","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/webinars-creative-engaging\/","title":{"rendered":"How to Create More Engaging, Interactive Webinars"},"content":{"rendered":"Reading Time: <\/span> 5<\/span> minutes<\/span><\/span>\n

Webinars are content marketing\u2019s version of a late-night talk show. They\u2019re not only captivating and informative, but when they\u2019re done right, they can also be effective, carrying customers all the way through the marketing funnel from interested prospect to loyal consumer. And right now, with shelter-in-place mandates in effect across the country, the value of remote experiences is only increasing. <\/p>\n\n\n\n

As your marketing team grapples with how to generate new leads through engaging digital experiences, it\u2019s an excellent time to reevaluate your webinar strategy. Webinars come in all shapes and sizes, each one individually tailored to your company\u2019s goals and whatever insights it wants to share. But all good webinars have one thing in common: an unique, intriguing topic that\u2019s delivered well. And in some ways, good delivery\u2014that elusive marker of success\u2014is really what\u2019s it\u2019s all about. A good webinar isn\u2019t just about being informative, it\u2019s about being engaging, too.<\/p>\n\n\n\n

Here are some strategies for giving your webinars a creative boost.<\/p>\n\n\n\n

Pick the right host(s)<\/h2>\n\n\n\n

According to GoToWebinar<\/a>, an attendee\u2019s average viewing time for a webinar is 61 minutes. That may sound like a long time to hold an audience\u2019s attention, but the truth is, people love long webinars. Hour-long webinars attract twice as many registrations as 30-minute webinars\u2014and 90-minute webinars attract over four times as many. In part, this is because long webinars generally have extensive insights\u2014people love a good, informative deep dive.  <\/p>\n\n\n\n

If you want to make sure that your audience stays engaged throughout your presentation, you better have the right person delivering it. Here are some things to consider as you pick the best possible presenter. <\/p>\n\n\n\n

  • Have more than one host: <\/strong>Webinars are almost never delivered by just one person\u2014it\u2019s a team effort, with a group of behind-the-scenes organizers making sure that everything runs smoothly. So why not make that true on screen, too? It\u2019s so much easier to keep the energy up, and to keep the conversation going when you have more than one host. Plus, it\u2019s more engaging to watch. <\/li><\/ul>\n\n\n\n
    • Keep it conversational:<\/strong> Scripts are important, but so is charisma. It\u2019s time to let the old solo-speaker-with-slides model go. Don\u2019t be afraid to break the script a little\u2014it\u2019s important to have fun with your co-organizers and your audience. The sense of immediacy and intimacy you\u2019ll create by improvising will go a long way to getting your messaging across. (And this is where having more than one host comes in handy.)<\/li><\/ul>\n\n\n\n
      • Turn on your webcam: <\/strong>This might seem like a no-brainer, but it bears repeating: Don\u2019t rely on your slide deck and visuals to do all the work. If you want your audience to engage with you, then make yourself available. Keeping your video on also gives you additional opportunities for levity\u2014a sight gag, a backdrop, a prop, and so on. So turn on your webcam and encourage others to do so, but first, make sure there aren\u2019t any lunch stains on your shirt. <\/li><\/ul>\n\n\n\n

        Lively up the chat<\/h2>\n\n\n\n

        No matter what the topic or format, the best way to keep a webinar audience engaged is to keep them talking in the chat. According to the webinar platform ClickMeeting, over 53% of webinar attendees respond to group chats. Still, few webinar hosts use it. According to digital marketing company Deck 7, only 12% of 5,619 webinars they studied utilized chat<\/a>. So many brands are missing an opportunity. Not only can the chat give you live feedback on the topics you\u2019re covering, but it can also provide presenters with ideas of how to tailor the information they\u2019re sharing to better meet the needs of the audience. <\/p>\n\n\n\n

        There are also many benefits to an open chat that extend beyond the chat itself. For example, it can help you prepare for a live Q&A session at the end of your presentation. If you use it to generate questions in preparation for the Q&A over the course of the webinar, organizers can compile the best questions in advance, streamlining the whole experience.<\/p>\n\n\n\n

        Here\u2019s a tip: Make one of your co-organizers responsible for monitoring the ongoing conversation during the live presentation, and keep it off the presenter\u2019s plate.<\/p>\n\n\n\n