Best Practices for Your Association Webinars

Webinars are an excellent marketing tool to help inform and persuade your current and prospective members in an efficient and cost-effective way. However, they must be carefully carried out in a way that will capture the interest and engagement of both audiences.


The content and execution are the most important pieces to arranging a successful webinar. You must ensure that you are providing information that is aligned with current and prospective members’ needs and that you relay the information in a captivating manner. You also need to find a way to pique your audience’s interest to draw them in and show them that you have valuable insight to share with them.


Before planning your next webinar, read through these best practices and implement them into your program to help increase the knowledge of current and prospective members. The way that you present your webinar and invite attendees is a crucial component.


When inviting attendees, it is common to send a formal email to relay the value of attending your event in a way that prospects will instantly be inclined to attend. You can start this process with the following tips:


1. Craft a one sentence summary about the value of your event


Before you draft up any content for the email, it is important to have a strong central idea for your webinar. Then, you can use this sentence to help guide the subject line, content of the email, and ultimately guide the expectations of attendees.


2. Create a captivating subject line


The subject line is what will drive your attendance. You want to create a subject line that demonstrates all the tools, skills and benefits that attendees will gain from attending. It is also important to include the word “webinar” in your subject line.


3. Provide a short description of your webinar


Once you have gotten the attention of your reader, you want to give them a brief insight into the specifics of your event. Keep in mind the one sentence that you created prior and center your description around it. This is a great place to utilize bullet points to clearly list out what your attendees will walk away with. You want to address the attendee directly and show them, not just tell them, the benefits they are receiving by attending this webinar.


4. Close with a call-to-action


At this point, you have already captured the attendee’s attention and informed them about all of the valuable skills that they will learn. Now is the time to seal the deal and prompt them with a call-to-action button to invite them to claim their spot by registering for your event today. With a clear call out, attendees will feel more inclined to follow through and register for your event.


Now that you have crafted the perfect invitation, it is time to consider how you will carry out your event. Here are some tips to follow to help create an engaging webinar:


· Keep it concise – It is important to be conscious of time while carrying out your webinar. You don’t want to lose the interest of your audience by talking on and on. Make sure to be concise with your words and only include the most important information.

· Foster participation – Discussion is the key to keeping attendees engaged. It is important that the audience can interact with one another to talk through ideas and work through thoughts they may have about the topic.

· End with a call to action – Much like the email, it is important to close your webinar with a call to action. This is a great opportunity to demonstrate all the valuable information that your association has to offer. This also serves as an important reminder for attendees to seek out your help to access more information.


By implementing these tips and best practices while preparing your webinar you will keep current and prospective members educated and drive an increase in your membership