Webinars are a great way for B2B organizations to build brand and product awareness.  An often-underused tactic, webinars not only give you a chance to educate your prospects on your products, they also help to humanize your brand and build awareness.  Here are four simple steps to make your next webinar a success.

Topic

The first step is to choose a topic that will resonate with your target audience.  Determine the key pain points your prospects are facing and educate them on how your products or services provide the solution.  While the aim of your webinar should be primarily to educate, there is still room to promote your products.  Helping your audience to better understand their pain points and uncovering possible solutions is a great step toward gaining customers.

Format

There are a variety of different formats that can be used to present your topic and which one you choose will largely depend upon your topic, audience and presenters.  Will you be using a panel approach, whiteboard or interactive discussion?  These are just a few popular options to choose from.  Whichever format you decide on, be sure both your presenters and audience know what to expect.

Speakers

You’ll want to have one or more guest speakers that have an expertise in the subject matter you’re presenting.  Having multiple experts will make it so your webinar has a variety of points of view and provides an in-depth perspective on your chosen topic.  It’s always a good idea to recruit well known speakers who have a vast following.  That will help to build awareness around your webinar outside of your current digital footprint.

Marketing

Much like any other type of event, your webinar will fall flat without heavy promotion.  A combination of digital and live touch tactics will be needed to acquire your desired audience.  Organic and paid social media posts, email outreach and teleprospecting are some of the best tactics to use when promoting your webinar.  Using a variety of channels to build your audience will yield a larger, more targeted audience than leaning on digital means alone.