September 05, 2017 Mark Bornstein
What makes webinars one of the most valuable marketing tools we have today is the ability to directly engage an audience in ways that most marketing tools simply can’t. But most webinars today still fall into the “we present and you listen” model. At this point, you are probably saying to yourself, “Not us! We do Q&A at the end of every webinar.” Well, that’s great, but it’s not enough.
According to the 2017 ON24 Webinar Benchmarks Report, 82% of webinars have Q&A during the webinar, most of the time at the very end of the presentation. The problem is that if you save Q&A for the end of your presentations, your audience is in passive listen-only mode for a majority of the webinar. But this is easy to change.
There are many interactive tools available, including Q&A, to make your webinars more engaging. And how you use these tools is just as important as using them in the first place. Here are some ideas to quickly add energy and engagement to your webinars:
Polling is one of my favorite engagement tools. I love to add at least 2–3 polls to every webinar. They keep the audience active and involved, and they get to have a voice in the conversation. Polls are great because the force the listener to take an action, which keeps them mentally dialed-in to the presentation. I usually start every webinar with a poll, just to get the interact
Group chat can be a fun way of keeping your audience connected to the content and the webinar. Your audience has an opinion and would love the chance to comment on what is happening in the webinar. The key is to make sure that you have someone (not the presenter) managing the discussion to keep the discussion positive and on track.
Getting your audience engaged socially is another great way to connect and interact with your audience. Twitter can be a really effective way of extending the conversation beyond the webinar. With a pre-set hashtag, your audience can comment on your content and highlight what they think are the most important parts. After the webinar is over, you can favorite and retweet those comments to continue the conversation.
Why not have some fun with your audience? Use polls or the Q&A feature to quiz your audience or do raffles or give-aways. It’s another way to let the audience get involved and feel more connected to the webinar. Also, when they know there is going to be a give-away, they will pay more attention.
But even if you are just doing Q&A, why not consider taking questions throughout the webinar instead of just at the end? If your presentation is broken into a few different topic areas, pause after each section to take a few questions. It’s a great way to keep your audience engaged.
The modern webinar is much more of a conversation than a presentation. Don’t talk at your audience, talk with them. Increased interactivity and engagement will lead to longer attendance times, more content retention, and ultimately, better leads. So don’t make your audience wait for their chance to speak, get interactive right from the start.