Although I’m a huge fan of webinars, and have had some amazing success with them in the past, I want to be clear about one thing…
You shouldn’t just create and host webinars out of the blue. They take a considerable amount of time, effort, planning, promotion, and content creation to pull off.
Don’t get me wrong. Webinars can be a valuable asset when it comes to boosting audience engagement, generating qualified leads, and closing sales.
However, there’s a time and place for everything. Before you decide when to host a webinar, you need to think about where your business is at the moment and what goal you want to accomplish with the webinar.
If the topic you want to cover on the webinar aligns with your current business goals, then go for it! If not, it might be better to concentrate your efforts on other content types, such as writing new blog posts or creating a lead magnet.
So, when is the best time to host a webinar? Let’s take a look…
When You Should Definitely Host A Webinar
You Want To Engage Your Audience
Live webinars are great because they allow your target audience to actively participate in the conversation.
They allow you to directly connect with your audience, and give them an opportunity to voice their opinions, get clarification, and immediately get answers to their questions.
You’re also getting valuable insights on their biggest challenges & pain points, which will inevitably prove useful for creating content and advertising campaigns in the future, or even structuring new offers.
By hosting a webinar on a specific topic and encouraging interaction, you’ll create a buzz around that topic and get people talking about your solution (product or service) a particular problem your audience is facing.
Furthermore, webinars can help you form a stronger relationship with your prospects, position yourself as an expert and a leader in their eyes, and gain their trust.
That’s why webinars are a great way to introduce people to your business, raise brand awareness, and build credibility.
You Can Hold A Meaningful Q&A Session
Are you getting a lot of questions from your target audience regarding a certain topic?
Instead of replying to each of them individually or simply directing them to the Q&A section of your website, you can host a webinar and provide the answers through a live Q&A session.
If you’re planning on covering a complex topic on the webinar, your audience will greatly appreciate the fact that they are able to ask questions throughout the presentation, and get immediate answers.
The Audience Requires A Detailed Explanation
Sometimes, your audience might find one of your products or services slightly confusing, after they read about it on one of your website pages.
While you can go out of your way to create a detailed step-by-step guide that explains how the audience can solve a particular problem using your solution, you’ll have a much higher impact explaining it directly to them on a short webinar.
That way, you don’t have to blindly guess what it is they find confusing, but can ask your audience directly, provide answers to their questions, clear the confusion, and clearly convey the benefits of your product or service.
You Have An Expert At Your Disposal
If you can reach out and convince a renowned expert to invest an hour of their time and join you on the presentation and address your audience, definitely go for it.
Your webinar, just like any other piece of content, needs to provide massive value to your target audience. Rest assured that your audience will recognize and appreciate the effort needed to get an expert onboard, and provide them with the valuable information first-hand.
However, one thing to keep in mind is that, you and your team will have to do most of the heavy lifting, in order for this partnership to be a success.
You’ll need to have a presentation, slides, and script ready, and only ask the expert to share their thoughts and experiences on the topic you’re covering on the webinar.
When You Shouldn’t Host A Webinar
Like I mentioned at the beginning of the post, depending on the topic you want to cover, webinars might not be the go-to type of content for.
Certain topics justify taking an hour or two of your schedule to attend a webinar, while others can be sufficiently explained through a simple blog post you can read in 5 minutes.
Let’s put things into perspective. Imagine if I covered this exact same topic on an hour-long webinar. Would you sit through the entire presentation to learn when you should host a webinar? My guess is – probably not.
What I’m saying is that if a certain topic doesn’t require an hour to explain, it’s better to rely on a different type of content, which requires less time and effort to create (like a blog post, Infographic, free PDf, etc.), but still gets your message across.
Your Content Isn’t Interactive
A webinar’s strong suit is the ability to have the audience interact with you and the content you’re presenting.
If, however, your content amounts to huge chunks of texts on the slides or a heavy educational piece, you might want to reconsider delivering it through a webinar.Your audience needs to be engaged and attentive throughout the entire presentation, and boring content simply won’t do the trick.
Image source: The Language Lab
It might still hold a ton of useful information, in which case you’re better off presenting it as a written piece people can go through at their own pace.
You’re Targeting A Global Audience
Webinars require people to tune in at the exact time and date, in order to join the presentation.
Unless you’re running automated webinars, it’s next-to-impossible to figure out a time that would work for people in all the different time zones.
If the majority of your target audience is in the U.S. for example, then you’ll have no trouble determining the most convenient time for them.
For the audience at different geographic locations, that couldn’t attend the webinar due to the time difference, you can host a webinar replay which they can watch whenever they have an hour or two to spare.
Or, you can even repurpose the webinar content and turn it into a resource that your audience can download and consume at any given point in time.
To Sum It All Up…
There are a few questions you can ask yourself to determine whether it’s a good idea to host a webinar on a specific topic.
First, you need to take a closer look at the topic itself, and see if it justifies spending the time and resources necessary to create a webinar around it.
Then, try and look at the topic and the content you’re planning on creating through your audience’s eyes. Can they interact with it?
Will they find it valuable and entertaining?
Is there enough content to keep them occupied for an entire hour?
Finally, think about the goal you want to accomplish and where your business is at the moment.
Sometimes, it pays off to invest your marketing efforts elsewhere and hold off on hosting the webinar, until the right opportunity presents itself.
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About The Author: Shaqir Hussyin
Shaqir Hussyin is the founder and CEO of WealthAcademy.com & Funnels.com. Nicknamed the “Backpack Millionaire”, he’s invested $350,000 into his own education and training. Whilst traveling to 100+ countries, Shaqir has built over 10+ million dollar brands and attracted over 500,000+ subscribers. His signature program is now available: Max Income System; 14 Simple Steps To Making Your First $120K
Shaqir is also a highly sought-after speaker and direct response “Sales Funnels” global leader whose work has impacted over 100,000 businesses in 65 different countries. Connect with Shaqir on Instagram, Twitter, YouTube, Snapchat, LinkedIn & FB Group.