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How To Compete For Audience Attention In a Noisy Digital World

PLAYBOOK OVERVIEW

Netflix’s business model was simple: let users consume the content they want when they want to consume it. This model is so simple and so effective that streaming today often blurs the line between entertainment and addiction.

To stand out and succeed in today’s busy digital world, marketers must compete. This playbook provides you with an outline on how to produce compelling webinars that your audience will want to constantly consume. In this document, you’ll learn how to think like a producer and understand how you can keep your audience engaged from start to finish.

WHY SHOULD YOU USE THIS PLAY

To Ensure Repeat Visitors

Fostering ongoing content journeys will help you create a binge-worthy effect for your audience. 

To Create More Interactivity

Learn why and how to bake as many engagement opportunities into your events as possible.  

To Build Consistency And Rapport

Make your audience fall in love with your brand by developing and delivering a consistent brand design. If the experience feels familiar, they’re bound to come back for more.

WHEN SHOULD YOU USE THIS PLAY?

Use this playbook if you already have a webinar program but are struggling to continue the conversation with your audience beyond a single touchpoint.

STAKEHOLDERS AND ROLES

  • Design Team – Responsible for incorporating company branding into your digital experiences, and building your “set.”
  • Webinar Manager/Producer — Recruits your cast of speakers and manages the content being delivered during the webinar
  • Marketing Team – Determines the best use of your CTAs and post-webinar engagement opportunities, and links these to your webinar

TIPS FOR CAPTURING AUDIENCE ATTENTION

You’ll have to think two steps ahead if you are to compete for digital attention. Approach your webinar production as if it’s the next hot series release. Here’s how:

    • Determine Your Cast – Think of your webinar presenters as the cast of a movie. Wow viewers by considering the following:
    • Know your audience – Choose your presenters based on who your audience will connect with most. 
    • Recruit a full cast — Expand your webinar beyond the solo presenter to create a more dynamic experience. Bring together multiple presenters and a panel of subject-matter experts, set up an interview-style session or host a fireside chat. This will provide your audience with more insight and knowledge on your topic of choice, not to mention, a well-rounded group of presenters will create a more dynamic and engaging experience.
  • Design Your Set
    • Engagement Hub Basics — ON24 makes it easy for you to design your Engagement Hubs. A solid, cohesive design will make your brand identity standout and create a more immersive experience for your viewers. With the Engagement Hub, you can also customize the entire visual experience including backgrounds, banners, thumbnails, logos, brand colors and more. 
    • It’s All In The Details — Look for ways to fine tune and customize each individual experience beyond adding your logo and brand colors. Get more specific with every single design detail, particularly when it comes to assets like backgrounds, images and icons. 
      • With ON24, you aren’t stuck with mundane, homogeneous icons. You have the functionality you need to customize based on the experience you want to give your audiences. What can you do? 
        • Choose and customize your engagement tool windows 
        • Expand the radius of your icons
        • Customize your background with colors, gradients and patterns 
        • Add transparency to buttons, icons or backgrounds
        • Use videos or animations within your icons
    • Create A Series – Have a theme or design in mind that you know audiences will love? Templatize it by leveraging ON24 templates to scale your webinar program beyond a single episode without redesigning the entire set.

ON24 has more than 20 engagement tools to increase interaction with your audience:

    • Polls and Surveys Collect feedback from your audience members in real-time. As polls and surveys are presented throughout your webinar, viewers are forced to interact. 
    • Group Chat Tool This tool allows participants to talk to each other during the webinar, simulating an in-person experience. Like a physical event, this gives participants the chance to meet new people, foster networking conversations and discuss the topic at hand, all while simultaneously listening to the speaker. 

You’ll have to think two steps ahead if you are to compete for digital attention. Approach your webinar production as if it’s the next hot series release. Here’s how:

    • Determine Your Cast – Think of your webinar presenters as the cast of a movie. Wow viewers by considering the following:
    • Know your audience – Choose your presenters based on who your audience will connect with most. 
    • Recruit a full cast — Expand your webinar beyond the solo presenter to create a more dynamic experience. Bring together multiple presenters and a panel of subject-matter experts, set up an interview-style session or host a fireside chat. This will provide your audience with more insight and knowledge on your topic of choice, not to mention, a well-rounded group of presenters will create a more dynamic and engaging experience.
  • Design Your Set
    • Engagement Hub Basics — ON24 makes it easy for you to design your Engagement Hubs. A solid, cohesive design will make your brand identity standout and create a more immersive experience for your viewers. With the Engagement Hub, you can also customize the entire visual experience including backgrounds, banners, thumbnails, logos, brand colors and more. 
    • It’s All In The Details — Look for ways to fine tune and customize each individual experience beyond adding your logo and brand colors. Get more specific with every single design detail, particularly when it comes to assets like backgrounds, images and icons. 
      • With ON24, you aren’t stuck with mundane, homogeneous icons. You have the functionality you need to customize based on the experience you want to give your audiences. What can you do? 
        • Choose and customize your engagement tool windows 
        • Expand the radius of your icons
        • Customize your background with colors, gradients and patterns 
        • Add transparency to buttons, icons or backgrounds
        • Use videos or animations within your icons
    • Create A Series – Have a theme or design in mind that you know audiences will love? Templatize it by leveraging ON24 templates to scale your webinar program beyond a single episode without redesigning the entire set.

ON24 has more than 20 engagement tools to increase interaction with your audience:

    • Polls and Surveys Collect feedback from your audience members in real-time. As polls and surveys are presented throughout your webinar, viewers are forced to interact. 
    • Group Chat Tool This tool allows participants to talk to each other during the webinar, simulating an in-person experience. Like a physical event, this gives participants the chance to meet new people, foster networking conversations and discuss the topic at hand, all while simultaneously listening to the speaker. 
    • Video – If you’re competing for attention, using video is probably the best decision you can make. How can you leverage video? 
      • Ensure your webcam is on and the audience can see all speakers
      • Plug individual videos into separate parts of your webinar presentation. Think of these as your guest appearances. This strategy helps break up longer webinars into bite-sized viewing options. However, if you go this route, make sure each experience has continuity and that your viewers return to the same setting after your “guest star” exits the screen.
    • CTA Tool — Use CTAs (calls to action) to promote your next webinar, share additional content and collect contact information. No matter what action you are asking your audience to take, there are three easy ways to use the CTA tool: 
      • Let it live within the webinar console during the entirety of your event
      • Prompt the CTA as your webinar concludes
      • Add a fun and engaging GIF to your CTA to boost your click through rate

 

  • Make Your Content Binge Worthy —  Streaming services constantly recommend relevant content based on your viewing habits. You finish one movie or series and another one is immediately suggested to you, often on auto-play. ON24 offers many capabilities to help you create your own recommendation engine for your audience. 

 

    • Registration and Landing Pages: 
      • Start introducing related content during your first point of contact with your audience. This ensures that even if they don’t register for the event, they’ll still have access to other content that may be of interest, thus continuing the customer journey. 
    • CTAs (again)
      • CTAs are best used to further the conversation with your audience post-webinar. Prompting your CTA to pop up at the end of each webinar creates that post-credit teaser effect that hooks viewers in for more. Your CTA can link audiences to more content in your Engagement Hub, guide them to a new landing page or prompt them to contact a member of your sales team. 

WEBINERD INSPO