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An online session in which the presenter uses electronic means to share a presentation with attendees, typically for educational purposes. It is broadcast live, although it can be recorded and distributed later, and attendees can participate by asking questions as if they were in a class.

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Benefits of organising a webinar

Organizing in-person training can incur high costs, especially due to venue rental and the travel expenses of speakers and attendees. This cost factor is eliminated in a webinar, and while there is still a budget for promotion, the savings are considerable because it can be recorded from any location. This makes webinars accessible to businesses of all sizes, not just those with budgets for large conferences.

On one hand, open webinars, without prior registration, target end-users and achieve greater reach by capitalizing on the fact that attendees don't need to travel. The goal is to position oneself as an expert in the field and gain visibility, so they are often used at the top of the conversion funnel.

On the other hand, webinars aimed at B2B businesses often have limited but highly specialized attendance. Therefore, they are used to generate leads, i.e., asking attendees to register, download additional materials, or watch it on demand for a limited time. They are also very useful for delivering more personalized presentations, such as industry-specific demonstrations designed to overcome purchase barriers.

How to host a webinar

The first step is to find the right topic to attract the audience. Talks of different levels and durations can be established, tailored to the intended audience. This allows for the preparation of an agenda, communicated in advance to generate interest and potential registrations.

Next, it is necessary to create a landing page displaying basic information such as the topic, speaker, and date, and collect attendee information. This information will be useful for sending them the access link, reminders of the schedule, or for follow-up after it concludes to recommend the next steps.

The advantage of a webinar is that it can be done with any computer that has a good internet connection, camera, and microphone. Only specific software, such as Zoom or GoToWebinar, is needed to share the screen with attendees, manage access, or open a chat. The functionalities can be much more advanced when organizing an online course, allowing for features like a whiteboard, exercise rooms, and more options for interaction between the instructor and students.