subject: Fatal Webinar Mistakes That Cost You Money [print this page] Many companies use webinars to promote their products and services and to generate new sales leads. In the last year, I have delivered many webinars, plus I have attended many others. However, I have noticed that many companies make some fatal mistakes that reduces the effectiveness of their program.
1. Requiring too much information. I don't mind giving my name, email address, and company name when registering for a webinar. However, I don't like giving my address, telephone number, and five other details. I know that you want to collect data but the more information you ask for, the less likely I will register for your program.
2. Ask mandatory questions. Most technology allows the person hosting the webinar to ask registrants several questions when they register. However, making these questions mandatory can work against you, especially if the question is irrelevant. Many people will refuse to answer these questions and will chose NOT to register for the webinar. Carefully consider which questions should be mandatory.
3. Unfamiliar with the technology. A common blunder many people make is to fail to familiarize themselves with the webinar technology BEFORE before the actual webinar. I admit to that I've made this mistake. A few years ago I agreed to deliver a series of webinars for a client and unfortunately, both my contact person and I were unfamiliar with the technology. We encountered several glitches that affected the overall effectiveness of the program.
4. Using a speaker phone. I recently attended a webinar and it appeared that one of the panelists spoke from a speaker phone or computer microphone. This created a vacant echo which became distracting whenever she spoke. It is critical that you have a good connection to the call and many companies suggest that you use a landline to ensure that you have a good connection with minimal interference.
5. Poor PowerPoint slides. Death by PowerPoint! My belief is that webinar slides should reinforce your key points, not make them. Avoid using too many bullet points or trying to cram too much information on a single slide. It is much more effective to use a large graphic and make one point on each slide.
6. Taking too long to get into the program. I have attended countless webinars where the first five to seven minutes is absorbed by self-promotion, introduction of the presenter or guest expert, or information that was irrelevant to participants. Although sponsoring companies want adequate airtime, it is essential that you manage their expectations and keep the introduction brief and concise.
7. Too much promotion. Many of the webinars I have attended have been a thinly-disguised attempt advertisment for a product or service. I know the importance of generating sales but if you spend too much time talking about your product instead of showing me how I'm going to benefit, I'm going to disconnect.
8. Failure to deliver high-quality content. A webinar should deliver value for attendees. Unfortunately, too many programs give "here's what you need to do" information without explaining how to actually apply the concepts. It is better to delve deep into a topic than offer three dozen ways to improve without providing substance.
9. Failure to deliver value. This ties in with the previous point. A successful webinar provides high value to the participants, regardless of the price point. Enough said.
10. The webinar is too long/short. The length of webinar is irrelevant. What's important is the value that is delivered during the program. You can't stretch a short program into a long one and an intense, lengthy session cannot be condensed into a short webinar. Whether you are the host, organizer, or guest expert, make sure that you allot the appropriate amount of time for your particular program.
11. Not allowing questions. I made this mistake during my first few webinars. Participants have questions and they want to have the opportunity to ask them. Increase the value of your webinar by giving people ample time to ask questions and allot time for these questions so that you are not racing through the final six or seven minutes of your presentation.
Webinars can be an effective marketing vehicle and a great way to generate sales leads. Improve your results by avoiding these common webinar mistakes
by: Kelley Robertson
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