Webinars and conference calls can be a great way to reach more consumers and make connections for sales. More and more it's becoming a viable strategy to educational institutions and companies and before we start to talk about deciding how much to charge, there’s another question you have to answer first.
Should You Charge For Your Webinar?
Deciding to charge comes down to what kind of content you'll be presenting. Not all webinars are created equally and fall within one of two categories: premium or marketing content. Marketing content tends to be the kind that is designed for gaining exposure to a product or brand. Premium content is information that you can’t get anywhere else.
Let me give you an example – we have a customer in the banking industry that offers webinars on recent changes, updates, or new regulations in that field. The information is not available anywhere else and it's education in nature, which makes it acceptable to expect a small payment for attendance.
Now that you've decided if you want to charge for your webinar, you should do a bit of research before you choose an amount.
Start With a Google Search
The truth is that a webinar is online content and a lot of people have the expectation that it should be free. Start with a Google search in reference to the topic that you want to host a webinar about. Even if your webinar is "premium" content, if you see a lot of free content already out there it might not be the best idea to charge.
Ask Yourself What Makes Yours Exclusive
If you decide you still want to charge for your webinar, you need to determine what makes yours exclusive and special. Is there a very popular speaker on the conference? Are you getting insider information that participants usually can’t get unless they attend a conference or pay a membership fee? If you’re going to ask people to pay to attend something make sure that they are paying for something worthwhile. Before people choose to spend money on something they are going to want to decide what's in it for them – so make sure you have the answer to that question ready.
Check the Industry Cost
Do a quick search and see how much it would cost to attend a class at a local university for this information and include any potential travel costs like airfare or hotel. Beating that cost should be easy considering everything you need is online, including materials. Now, find out if your competitors are providing any webinar content like this? Can you beat their costs? Starts there and then adjust your cost as needed to cover any expenses.
The truth is that when it comes to 'what to charge for your webinar' there isn't a perfect answer. There may be times when you feel that charging wouldn’t be the best idea so I say you should always go with your gut. Just remember that your webinar attendance cost should come down to the value and not the money you want to make.
Leading a successful conference call isn’t just about getting a reliable conferencing service and calling into the conference. There are things that you have to do before it’s ever time to call into your conference to ensure that it will be successful. As a leader, it’s important that you do three things well before your next conference: pick a good date and time, get people to attend, and present compelling and thought provoking information.
Here are some tips from our e-book How to Plan, Setup, and Execute a Successful Webinar.
Pick the Right Date and Time
You’ll never be able to pick the perfect time for everyone but what we suggest is picking a time that is good for most of your participants. We’ve found that the most popular times are right before or after lunch (10 AM and 1 PM in respective timezones) and meetings held on Tuesdays or Thursdays get the best turnouts. Avoid Monday meetings unless you need to get everyone ready for the week.
Send a Better Email Invite
The easiest and most common method to achieve getting the word out about your meeting is to send an email blast or calendar item directly to participants. The problem with this is that your emails will often get buried in other requests and notifications. Make your subject lines quick and focus on the who, what, and when. A good example: Marketing Webinar Featuring Bob - The Greatest Marketer Ever.
Bonus: Use registration pages and know who is going to attend your event. You can also use the system to send out reminders so that people remember to attend your event.
Create Great Presentations
You can pick the most popular time of day and send out the greatest invitation known to the invite world but if you aren’t presenting something of worth then you won’t get people to stick around for very long. Content is what your participants came to the presentation for, but there’s a fine line between too much and not enough information on your slides. Keep the text to display to a minimum and use visuals to make your points. Remember the 10 / 20 / 30 rule from Guy Kawasaki - no more than ten total slides, twenty minutes of presenting, and thirty point font for your slides(to keep you from cramming too much information on a slide.)
Leading a conference call is more than just using the mute button when you should and sticking to your agenda. It’s about what you do to plan the call, how you get people to participate, and presenting information your audience wants to hear.
You can get more great webinar tips by downloading and reading our ebook.
Participants have a lot of distractions in front of them when they try to sit down and attend a meeting or web conference. As a speaker, you’re suddenly up against unseen foes of Facebook, Twitter, and email. Most participants will tune in completely to your webinar for the first couple of minutes, but after that, if you do not hold their attention, they will start to drift.
If you don’t want to lose your participants to the weeds of the Internet and other distractions, there are a couple of things you can do during your call to make sure you’re doing what you can to keep their attention.
When you're speaking and presenting on a webinar, you are up against the clock. When presenters are up against the clock one of two things usually happens – they either go through the information entirely too fast, or they get lost in the minutia of their information. Practicing before the event in your allotted time will help you get the right pacing down and make any last minute changes.
Interact with Participants.
During the call, use polls and visuals to keep them engaged. Offer a prize for the best question to the speaker or set up a Twitter hash tag for participants to submit comments and questions about your presentation. If you decide to use Twitter during the conference make sure you have someone manning the account that can respond promptly. You can always go back later and personally respond to your messages, but don’t try to do that while you’re presenting.
Remember the Golden Rule.
Never read directly from your slides or handouts. I’m honestly surprised at how so many speakers continue to make this single mistake when it comes to trying to keep their audience involved in their conferences. Reading word for word from slides is the most direct way to get participants to "check out" of your conference. Why would they need to listen to you when they can just refer back to the copy of the slides? They should be used as a guide and not serve as a script.
Web conferencing technology is here to stay and will no doubt become even more prevalent in your day to day business operations. It’s a good idea to start making these changes to your presentation techniques now so that you’re not behind the curve later.
How do you connect with participants on webinars?