You want to know how good your webinar was. After all, an audience that your company wants to impress just saw it. While the dozens or hundreds of attendees couldn’t see how well the speaker was dressed, they were definitely evaluating certain aspects of your live event.
From the audience’s perspective: How engaging was the content? Was there superior audio quality? Did the visuals complement the presentation? From an internal perspective: How well did you market the webinar? Is your firm ready to follow up with each registrant?
These sorts of questions fall nicely into five categories. Answer the questions in each of the categories below for a sense of where your events sparkle and where they need some shine.
Your event impressed guests one way or the other before it ever started. How the webinar invitations looked, what they said, and when they were sent gave invited guests the material they needed to judge whether your event was relevant, professional, and, ultimately, deserving of their time.
What kind of judgment did guests pass on your event’s marketing? Ask yourself:
Your answers to these questions will help you determine whether your webinar marketing could improve its appearance, message, timeliness, and helpfulness.
Most of us have cringed when a microphone blared with feedback during a graduation or have sat through a school play where the kids hadn’t really rehearsed their lines. Your webinar event is live just like those and it’s just as capable of having audio problems or appearing unready—except your audience has no family in the show and has no qualm about leaving early.
How professionally produced was your event? Ask yourself:
Bottom line: You want to take every measure you can so your audience has a high-quality experience.
Generally speaking, from the attendees’ perspective, the best webinars leave them better able to perform their jobs. Within the genre of educational presentations—sorry, leave out the slapstick and melodrama—you can have dull, scattershot, impractical, irrelevant content or insightful, topical, timely, engaging content. While your presentation may be a mix, it will ideally fall entirely into the second category.
Ask yourself these questions to see how yours faired:
All of these questions will help you assess the quality of the presentation from the viewers’ standpoint—the one that matters most.
Every webinar has the obligatory PowerPoint slides, which many presenters seemingly create with the enthusiasm and care of a teenager stuck washing the dishes. These slides matter. Exemplary slides complement an oral presentation with a visual dimension. They go beyond typing out the script and illustrate key points with graphs, charts, cartoons, pictures, news clippings, screenshots, quotations, art, animations, and more.
With all that in mind, assess your slide deck by asking:
Too many slide presentations repel the eye. Remember the audience will be looking at your slides for 30-60 minutes. If they have the visual appeal of a tax form, your attendees may choose to just listen and go shoe shopping online.
Webinars cost your company money and take up marketing’s time. Don’t let your attendees waltz in and leave without providing you with anything in return. Specifically, your webinar marketing and live event team can gather certain guest information to position your salespeople for a successful follow-up campaign.
Webinars do give away expert advice, but they are no charity event. Make sure your team has taken the requisite steps so your sales team can do its job well.
Many people want an assessment grade. “Give it to me straight, Doc.” Some questions have right answers: Was your audio quality good? Did you send at least one event reminder? Most of the questions have no right answer. Every company has different goals and different audiences.
If you aren’t satisfied with your answers, brainstorm ways or seek out advice on how to get the answers you want. If you are happy with how you did, consider experimenting or conducting A/B tests to see how you might improve.
In the end, the questions serve as a guide. You have to respond to the questions and decide whether you are happy with the results or want better.