Sometimes, "how to host a webinar" is not enough. When you already have several channels to monitor and maintain, webinars are not the easiest to squeeze in.
One of the main reasons we get for not doing webinars is that they demand a lot of resources and commitment.
In this post, I will counter that argument by showing you how to host simpler yet efficient webinars.
Now, I can understand that if you go into the details, if you do things the hard way, webinars can take a while to set up.
But even that, I'm not entirely sure. If you spend 2h on a blog post + 1h promoting it + 1h doing fixes, answering to comments, etc., you have already spent over 3h on a piece of content.
And I'm pretty sure it never took me more than 3h to set up a webinar.
Anyway, let's look at the elements that could be time-consuming when you host a webinar:
All in all, it should take around 3-4h of your time for each webinar. If you do 4 webinars a month that's 12h/month.
Note that if you have around 30 attendees in average, you will spend 12h for 120 potential leads (with different levels of qualification of course). That's 10 leads per hour of work, or one lead for every 6 minutes.
Now, if you can achieve the same result (30 attendees in average) for less then you will dramatically increase your productivity and lower your CAC.
Your marketing strategy is like a Jenga. There are pieces you can remove and replace, others that are so fundamentals that if you remove those you lose the game.
So you have two options:
But in both cases, you should optimize your time and effort so it does take either the same time or add just a little bit more.
Let's say you're interested in doing webinars to acquire new leads, how much time do you already spend on this marketing goal?
Do the breakdown per existing channel. This way you will have a better idea on how to allocate time.
How much time do you have during the week to allocate to this goal? What channel can be replaced to test another one with the same amount of time?
Enough with theory, let's get to practice. We are going to take all the aspects of your webinars and compress those to do more with less.
Don't involve anyone but you.
I know I don't usually recommend that. You will be the only one managing the webinar, this way you don't involve someone else's time, which translates in: lower CAC, higher agility.
Instead of shooting multiple email campaigns, or, worse, paid campaigns, build a passive attendees generation machine using your website.
On your website
Highlight your next webinar on your homepage, blog or/and a dedicated page that list your upcoming webinars.
In your newsletter(s)
Also, add a fixed section on every newsletter with a link pointing to that page.
Create automated email / chat messages campaigns that will link to the same page, or the link to your next webinar if you can include it dynamically.
If you have enough volume you will probably get a significant amount of registrations every week or every two weeks without lifting a finger.
The less tools you have to manage reminders, replay, logistic, the more time you spend on what matter the most eventually: your content. Pick a webinar software that does the heavy lifting for you.
We can manage your emails, registration analytics, automation, and replay for you.
Last but not least, the presentation itself. Presenting is a stressful time and it takes time.
Plus, if you change topic every time you have to redo the whole preparation over and over again.
Hence my suggestions:
Let's take the demo use case. You could turn this into a no-brainer by:
Do short sessions
The longer the webinar, the longer the preparation. The longer the preparation, the longer the script. And so on.
Make it short, sweet and impactful. Keep the timing tight: 15-30min sessions.
Some other pros: better attention rate and most probably a better attendance rate (it's easier to fully attend a 15min webinar than 45min).
How to host webinars when you already have a busy schedule is a matter of priorities and getting to the essential. Do less with more. Less presentation time, less preparation, less promotion and more automation.
The more you do with less, the higher the margins.