Hosting A Webinar: The What

So we’ve talked about the mechanics of hosting a webinar but there is an even bigger question: What will your webinar be about?

Webinars I have seen go by:

As you can see, they range from general to specific, from regular on-demand offerings (ex: every Thursday) to one-time events.

But they all have some things in common: Most webinars are free, interactive, and offer participants a way to learn about something they care about. 

Most people have initial questions about the technology of webinars, which can feel intimidating. But once they realize the setup is doable, most people suffer another round of paralysis.

“What am I going to talk about for 30 to 90 minutes?”

We wanted to give you a couple places to start and a sample outline to frame your thinking.



Answer a question people ask you ALL the time

An example for us may be, “How do I get more people to like my Facebook business page?”

Maybe as I brainstorm, I can think of ten helpful ideas, each with a real life example illustrating the point. Add an introduction and a call to action at the end and that is easily 30 minutes of content!

Feel free to give a disclaimer. For example, you are a lawyer giving an informational session about business structures but can’t advise any individuals in the webinar with what they should do, but you still know enough to be valuable in a general sense.

Bonus is when you have a prospective customer or friend ask you this question in the future, you have a response ready to send them.



Information they can’t get anywhere else

Let’s pretend you’re getting married on an island in Maine. Can you rent portapotties there? Can the church hold 100 people? What is parking like? These questions will involve at least half a day of phone calls… unless you are an area wedding planner or caterer.

If you have informal but useful knowledge, introducing it to people in a webinar is a great ‘social proof’ that can give people the confidence to book your planning service.

Worried about giving away the milk for free? Think of narrowing this down: “Choosing Your Wedding Venue On Mount Desert Island” could not only be well attended virtually but valuable to those attending in and of itself, leaving you plenty of room to still get hired and help them with other things.



A group consulting session

If you feel brave, holding a live Q and A (maybe a brief presentation at the beginning to make sure everyone is starting with the same basic understanding of what you are talking about) can be a great format. You can have people submit questions while registering to get a little prepared but being off the cuff knowledgeable can help your webinar participants with their specific questions while showing you are intimate with your subject matter.

Note: Most people in webinars lurk rather than participate so you’ll really need to encourage people and groom them to send questions in many cases.

Much like structuring a blog post, you want your webinar subject to be specific enough to attract customers but give you enough breathing room to benefit a large group of people. 

If you have a couple ideas, take a quick Facebook or email poll of your customers about which they’d prefer to learn about. Or ask us, we are always happy to give an opinion!

In short, you know something that’s webinar worthy. Now go figure out what it is!



Nicole Ouellette
Nicole runs Breaking Even Communications, an internet marketing company in Bar Harbor Maine. When she's not online, she enjoys walking her short dog, cooking with bacon, and trying to be outdoorsy in Acadia National Park.

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