1. Plan calendar and programme of webinars
Figure out your capacity and how much content you'll be able to offer on a specific topic or theme.
Start small and build up over time as your audience grows. It's a good idea to under-promise and over-deliver.
Align your webinars with the rest of your marketing calendar's themes, campaigns, and events wherever possible.
2. Find the right topics
What subjects and topics would be the best fit for your audience? Do what you can to learn more about your audience and what interests them. You can do this through social media, analysing engagement with your own content, or conducting a survey.
3. Decide on a platform
What platform would suit your specific audience?
Think about aspects such as the number of participants, interactivity, accessibility, the webinar experience on the devices your audience is likely to use, their digital skill level, and if you want to track attendee data.
4. Identify speakers and define roles
Assign roles and responsibilities.
Make sure someone knows how to cover your role on the day, should you be absent for any reason, and make sure there's always someone who knows how the equipment works.
5. Start promotion
Launch promotion four weeks prior to the webinar and increasing frequency as the webinar gets closer.
Advertise on your own website, on social media, and via automated emails.
6. Build a landing page
Build a registration webpage that will be used for your sign-up form.
Optimise your landing page to drive registrations.
7. Check in with speakers
Check-in with speakers to make sure they have everything they need, review their materials and ensure they are familiar with the format. This is especially important when working remotely as they won't be with us to flag concerns.
Practise the webinar. Make sure speakers know how the tech works and can get online.
8. Ensure things run smoothly on the day
Always log on earlier than attendees and do a practice run. Check slides, audio and speakers, Wi-Fi and other communications channels, and all the tech you are using.
During the webinar, set up a direct chat on another platform such as WhatsApp, Slack, or Microsoft Teams. This is especially important between the producer and host working remotely so that any problems can be fixed.
9. Gather feedback and make changes
Learn more about what has worked and what hasn't, and adjust your content accordingly (for both audience and speakers).
Sometimes speakers can get a bit of an adrenaline crash when working remotely and feel as though they weren't happy with their delivery or the audience's engagement. Make sure to check in with them and debrief. Chat through any negative comments and offer support.
Many thanks to Charity Digital for contributing this recipe.
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