It’s every webinar marketer’s worst nightmare. You’ve painstakingly spent months organizing and preparing for an event that’s sure to be a hit—but most importantly, run smoothly—only to find disaster hits unexpectedly. What’s worse is that you were so focused on getting your presentation right that you forgot to develop a contingency plan for worst-case scenarios.

To help you prepare for potential webinar issues in the future, we look at some common mishaps, as well as how to fix them.

1. Your Guest Speaker Cancels At the Last Minute, Fails to Show, or Loses the Connection

Problem: Whether your guest speaker becomes ill, drops out for emergency reasons, or loses signal minutes into the event, the situation can cause any webinar marketer to sweat. Besides being unable to conduct your presentation, you have the embarrassing task of explaining to your audience that things have gone awry.

Fix: Don’t panic. Most people understand that things go wrong at the best of times. Simply apologize for the inconvenience and let your attendees know you’ll need to reschedule. As soon as you’ve arranged a new date and time, send out an email blast letting everyone know the details and invite them to re-register for the new session. Alternatively, you can record the webinar without an audience and then send your registrants the recording to watch in their own time.

2. Attendees Complain of Terrible Sound Quality or No Sound at All

Problem: No sooner have you started your presentation when your chat stream starts lighting up with messages from individuals who are experiencing sound problems. While some might stick around for a few minutes to see if things improve, there’s a chance that attendees will drop out and not return.

Fix: Even though you can’t fix all sound issues, especially if the problem lies with your webinar software provider or an attendee’s equipment, you still need to respond to anyone complaining about sound breakups, bad sound quality, or dead air. Besides apologizing for the interruption, you should let people know you’re doing what you can to rectify the problem, and then suggest that audience members wait for the recording. If there’s only one or two people experiencing issues, ask them to check the devices they’re using to ensure the problem isn’t on their side.

3. You Accidentally Hit the Wrong Button

Problem: If you’re moving your cursor around a lot during your presentations, there’s a possibility you may hit the incorrect button unintentionally. If you pushed a simple function like “mute,” you can likely undo what you did. However, something more serious may halt the broadcast or end the session altogether.

Fix: Depending on the webinar platform you’re using, you may be able to re-open your event as the webinar creator or host. However, there’s a chance that many attendees won’t rejoin. It’s best to send a follow-up email explaining your error and then add a link to the recording. You’re only human, so you should expect these types of mishaps to crop up from time to time.

4. You Lose Your Internet Connection, Mobile Phone Signal, or Power

Problem: Staring at a blank screen or listening to a dead line when you know there are hundreds of people waiting on the other end for you can be stressful. If it takes a while to get back online, the wait only makes it worse.

Fix: Although you can’t control outside forces, you can be prepared. Always use a landline if you’re calling in, make sure your devices are plugged in and fully charged, and choose a location that limits potential hazards. If there’s no way you can save the event when you’re able to get back online and reconnect, explain what happened in a follow-up email, and let attendees know you’ll reschedule.

The bottom line: be prepared for the unexpected. Don’t freak out in front of your live audience. Stay calm, maintain your professionalism, and be honest when things go wrong.

What’s the worst thing that’s happened during a webinar you’ve either hosted or attended? Share your embarrassing stories with us in the comment section below.

Creating and hosting a webinar isn’t easy. You’re not simply throwing together a last-minute YouTube video for your business and then posting it online. There are so many moving facets that go into the process, you need to prepare well in advance in order to create a great experience for attendees. After all, if your shoddily put together webinar scares away leads, you’re essentially wasting your time.

With that said, let’s look at 13 common—and completely avoidable—mistakes newbie webinar marketers make.

Mistake #1: Working outside the realm of a webinar marketing plan.

If you approach your webinars with a “let’s just wing it” attitude, you’re planning to fail. No marketing program in the world works that way, so you can’t expect a successful outcome for your webinar if you’re not applying the basics. Make sure you develop a project schedule that includes milestones, activities, and deliverables along with a webinar marketing plan that maximizes reach, influence, and ROI.

Mistake #2: Developing boring automated reminder emails.

There may be quite a bit of time between the moment someone signs up and the moment the webinar starts. Therefore, a series of automated reminder emails is crucial for maintaining interest and keeping your event in the minds of registrants. You don’t want to send out dull emails, though. They should be informative, they should be captivating, and they should leave people wanting more.

Mistake #3: Failing to practice.

Attendees will know right off the bat whether you know what you’re doing. Besides the flawless presentation of your materials, the transition between slides, speakers, and talking points must be smooth. That only comes with practice, so make certain you spend some time rehearsing with your team a few days beforehand.

Mistake #4: Using a webinar platform that consistently gives you problems.

If a particular webinar platform or service frequently causes technical issues, it’s time to change providers. We often hear the pros tout the benefits their favorite service, but the reality is you need to find a stable and reliable one that works for you. Test out a few webinar platforms before you make your final choice.

Mistake #5: Neglecting to consider all timing aspects of webinars.

When we talk about timing, we’re talking about everything from the date and time of the event to the length of the webinar and the time you actually begin your presentation. Besides setting a schedule that’s convenient for your core target audience, you need to ensure your webinar isn’t too long and that you begin on time. No one likes to wait around for things to start, so be professional and avoid agitating your attendees before the event even begins.

Mistake #6: Designing a complicated and lifeless registration page.

Conduct a quick search for webinar registration pages and you’ll quickly see which ones are likely to be effective and which are not. If you want people to sign up to your event, a concise, simple, and compelling landing page is definitely the way to go.

Mistake #7: Forgetting to create opportunities for interaction.

Your content alone won’t satisfy your viewing audience, especially if you’ve created it around a boring topic. Interaction is key to ensuring people remain engaged, so throw in a Q&A session, polls, or surveys when appropriate. You can even use the chat function of the webinar platform you’re using to keep the conversation going or create a dedicated hashtag for social media interactions.

Mistake #8: Failing to record the webinar.

Besides the fact that some registrants may not be able to attend your live event, there will also be those who want to listen to your presentation again. Recording your webinar and then offering it on demand will ensure you maximize your marketing mileage and boost conversions.

Mistake #9: Failing to follow-up with viewers.

Unfortunately, your job doesn’t end when you close the event. You need to establish and build relationships with attendees in order to reach your webinar and business goals. A follow-up email series is usually the best way to do that. Make certain you set up your emails to funnel people through a program that eventually gets them to take the action you want.

Mistake #10: Slacking on the promotion of your webinar.

If you think you can simply create a registration page and the Internet will take care of the rest, you’re sorely mistaken. While you don’t necessarily need to leverage every marketing channel, a comprehensive webinar marketing plan should include promotion through social media, email marketing, paid media, your website, and your blog.

Mistake #11: Creating a dull webinar slide deck.

If your slide deck looks like a novel, we’re sorry to tell you that you’re doing it wrong. A good PowerPoint presentation includes key talking points, relevant and engaging visuals, and a great design. It shouldn’t be crammed with information you simply read to your audience as you run through each slide.

Mistake #12: Failing to set up alternative options.

You can use the best equipment and software in the world, but it won’t eliminate the potential for things to go haywire. Therefore, it’s a good idea to have backups in case you run into technical challenges before or during the presentation.

Mistake #13: Recruiting an inexperienced host, moderator, speaker, or techie.

Team members who know what they’re doing within their given roles can keep your event from turning into a total disaster. Performing a dry run is a great way to figure out potential problems with certain team members so you can either fix those issues or replace the person with someone who has experience.

When all is said and done, creating and hosting a memorable webinar lies in the planning. Start by avoiding these 13 rookie mistakes and you’ll be well on your way to a successful webinar that generates results.

Are you making one or more of these webinar blunders? If you’re an experienced marketer, let us know some of the errors you made when you first started. We’d love to hear your stories, so drop us a line in the comment section below. 

Want to know how webinar marketing pros make the delivery of virtual presentations look super easy? The secret is simple: they practice. While you may believe that hosting this type of event is about knowing your content and cues, the reality is that managing a live webinar requires expert multitasking. After all, you’re dealing with technology that may just decide to abide by Murphy’s Law when you least expect it. For that reason alone, you need to schedule a run-through of your webinar a few days before the event to ensure you’re as prepared as can be.

What should you be doing during webinar dry runs?

A Webinar Dry Run Checklist

• Introduce your webinar team members and presenters to each other if they haven’t already met. If guest speakers have any questions or require assistance, they should know whom to turn to for help. This is also a great opportunity to encourage participants and generate enthusiasm around the event.

• Make certain everyone knows how the webinar software, tools, and features you’re planning to use work. You may need to pull out tutorials, user guides, and other training materials to conduct a quick recap for those who aren’t too familiar with the webinar service provider you choose.

• Conduct a review of your webinar agenda and make sure everyone knows what their action signals are. If there are any persistent issues, now is the time to work them out and finalize changes. Ideally, you want to have your presentation materials loaded before you do a run-through so that there are few interruptions during your practice session.

• Check your equipment to ensure everything is in working order. This includes an audio test, features check, and recording check. To avoid any nasty surprises, make sure everyone joins your webinar dry run from the computer they’ll be using for the live event. With the equipment check, you’ll need to test:
  • The compatibility of each person’s equipment with the web conferencing service you’re using;
  • Sound quality (use a good headset and eliminate background noises or echoes);
  • Phone-in options;
  • Plug-ins;
  • Recording abilities;
  • And features such as screen sharing, organizer or moderator controls, muting, and chat options.

If you have the resources, you might also want to consider having backup equipment in place if something malfunctions.

• Run through your presentation and record it for reviewing purposes later. What you want to pay attention to here is the time it takes you to present your content, as well as the overall flow of your slides, visuals, and other materials. Ask yourself whether your webinar talking points are captivating enough, whether interactive elements such as polls are in an optimal position, and whether transitions between speakers is smooth. Also, take note of each speaker’s tone of voice and the pace at which the individual speaks.

• Review your dry run recording and note down any problematic areas.

• Adjust your presentation if needed, work out any technical problems, and answer any unresolved questions. Once everyone is happy with the outcome, you can wrap things up and wait for the real thing.

The last thing any webinar marketer wants is to be ill prepared or encounter technical glitches at the last minute. Practicing will ensure you know your content, cues, and webinar software. Be smart and schedule a dry run to eliminate unnecessary issues and ensure all participants are comfortable in their given roles.

Do you perform dry runs for your webinars? Is there anything you’d add to this checklist? Share your suggestions with us in the comment section below.

PowerPoint decks are a great teaching tool. They’re super easy to create, and almost anyone can use the software to develop their own.

Perhaps that’s the problem.

With the wrong designer behind the keyboard, a PowerPoint presentation can be an absolute disaster. In many cases, they’re boring beyond belief. Big chunks of text, swooping bullet points, random clipart, and dissolving screens—it’s truly the stuff of nightmares.

To ensure you don’t give your audience a headache or put them to sleep, consider the following tips for developing an engaging PowerPoint Deck that gets your message across.

1. Plan Your Presentation

A little forethought about the way in which you want to present your content can go a long way to ensuring your webinar success. Map out the various elements of your presentation and then decide how you want to bring them to life.

If you’re unskilled in the area of design, consider hiring a professional freelancer or searching for great slideshow examples online. You may find a creative trick or two that would work well for the topic you’re presenting.

2. Create Enough Slides

Don’t limit yourself; this isn’t a situation where less is more. Jam-packed slides simply aren’t pleasant to look at, so don’t be afraid to create lots of slides. Just make sure you keep each one focused on a single concept or talking point. You’ll have a much easier time capturing and maintaining the attention of your audience members.

3. Add an Interesting Welcome Slide

Attendees generally arrive at different times. While some may connect a few minutes early, others will join at the scheduled time. You’ll even have a few viewers who drift in a minute or two late. Whatever the case, every one of these people should see a warm welcoming message on a branded slide that sets the tone for what they can expect during the webinar. A great presenter headshot, sleek design, title text, welcoming message, and embedded background music will ensure viewers don’t drop out before the presentation even starts.

4. Choose Your Design or Theme Wisely

A clean, simple design is definitely the way to go with PowerPoint webinar presentations. Just make sure you subtly include your brand elements on each page so you’re not only consistent in your marketing efforts, but also reminding your audience that the content, thoughts, and ideas offered are linked to your business. If you’re changing the design or theme on a particular slide for any specific reason, make certain it complements the other slides in your deck.

5. Use Relevant, Engaging Visuals

There’s almost no excuse for having lifeless PowerPoint presentations these days. From basic clipart, animations, and slide transitions to screen grabs, graphs, and other catchy visual material, you can keep your audience entertained and engaged throughout the length of your talk. As a bonus, many webinar tools and software solutions allow you to add interactive content, such as polls and surveys, at just the right moment.

As a final note, be sure to add slides that briefly introduce the presenter or guest speaker, provide a quick overview of the agenda, offer additional resources, and end off the presentation with contact info and a call-to-action. You’ll also need to proofread your content so that you don’t stumble upon embarrassing mistakes when you’re in the middle of your webinar. Line up your powerful PowerPoint deck with a great vocal presentation and you’re sure to have a winning webinar on your hands.

Are you using PowerPoint to create your presentations? Are there any other webinar presentation tools you’d recommend? We’d love to hear from you, so share your thoughts, tips, and advice with us in the comment section below. 

Sometimes what we do in marketing is based on intuition or common knowledge. Most of the time it is based on data. Having logical and accurate data helps us make the right decisions on where to focus our resources and our efforts. For inbound marketing online, collecting data helps us gauge how effective an initiative was. What metrics do you focus on, though? Is it visitors to your website? Downloads of content? Leads? Sales, followers, likes and interactions?

Define What your Inbound Marketing Results Should Be

As a business professional, I often have a lot of things running through my mind every day that I have to complete. Sometimes there are so many things that it’s easy to work myself into a frantic state that I have a lot to do. It helps to lay out clear goals for the day so that I know exactly what needs to be completed right away and what can wait.

For your inbound marketing activities, it’s hard to measure what you’ve accomplished without first defining a goal. You have to define what you want your results to be, or you will have a really hard time measuring your progress, or even knowing if you’ve accomplished anything.

For companies marketing their businesses online, there are a lot of common goals such as generating leads, making more sales and delivering good customer service. You don’t have to use a common goal or anyone else’s objectives, but you should have something you are aiming for. It may be brand awareness, engaging your target market, maintaining an active presence online or to grow a network.

Measuring Inbound Marketing Results

Once you have an objective or goal, then you can start thinking about how you can measure it. If you have an uncommon goal or something where part of your conversion takes place offline, you may have to get creative. For the sake of this blog post, we will focus on measuring a common goal related to inbound marketing: generating leads.

Measuring Lead Generation

For almost any company, the basic formula for measuring the success of a lead generation campaign is figuring out he cost per lead and eventually the ROI (return on investment) for the campaign as a whole. Running campaigns online makes the much easier to do than in the physical world.

Cost per Lead

In order to track this, you have to note your costs in building, launching and running the campaign. For example, AllState Insurance recently ran a campaign where they provided 30 minutes of free Wi-Fi on Delta planes in exchange for users’ name and address information.

In order to successfully come up with a cost-per-lead for that campaign, marketers would have had to keep track of what it cost to develop that idea, implement it and run it for a specific time period. The cost per lead is then simply the cost of the campaign divided by the number of viable leads they were able to generate. Notice it’s not all leads, just the good ones.

Measuring ROI

On the other side of that campaign, marketers would have to reconcile the leads they did generate and follow up with sales in order to come up with ROI. The basic ROI formula is ROI = (Gains – Cost)/Cost. Naturally, AllState would have gotten a lot of people (perhaps some not even of legal age to purchase insurance) taking advantage of the offer. By wading through their collected data and pulling out only those leads viable enough to produce sales, they can calculate their cost per lead.

In the end, follow up with sales (if marketers aren’t following up on their own) is an important part of the process. Only by getting the final amount of customers who actually signed up for a product that AllState offered can marketers measure the success of the campaign.

To illustrate, if it cost $22,000 to design, launch and run the campaign, and it produced 2,300 viable leads, the cost per lead is simply $22,000/2,300 = $9.57 per lead (roughly). Sales follows up on those leads and is able to convert 50 prospects. Let’s say the average policy they sold nets the company 600 dollars annually per customer for a grand total of $30,000 or a return on investment of roughly 36%.

Measuring the Offer

AllState may also want to measure the effectiveness of their process of getting people to sign up for their offer of free Wi-Fi. For this task, there are a multitude of tracking platforms available such as Google Analytics, Get Clicky and others. Google’s product is by far the most flexible and comprehensive for the money (free).

Testing is incredibly important before a campaign is launched. Marketers should design multiple versions of campaign landing pages and use methods such as A/b/n or multivariate tests to determine which version converts better. Tracking platforms like Google’s have these features built in. You can alternate traffic to be sent to different ads and collect data on which one was most effective.

There could be a lot of potential goals for your inbound marketing campaign but in general (if you are looking to make money), you should be focusing on metrics that will help you measure results that can potentially generate revenue.

How do you measure your inbound marketing results? Let us know by leaving a comment below.