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Webinars are a powerful tool for many business owners. The internet is full of information: flashing pictures, bright graphics, and pop up images that can easily overwhelm those who browse the internet. We know that videos grab the undivided attention of a viewer for at least a few continuous minutes. While a few minutes may not seem like a very long time, it can be enough to help them know if they’re interested in learning more or not.
Webinars and Meaning of Evergreen
A webinar is a form of video. Typically, a webinar is a lengthy and more in-depth look at a particular topic. They can last as long as you need them to, or be quick and concise.
We have discussed more in-depth about what a webinar is and how to adopt it in your business in a separate article.
There are two types of webinar: Live and Evergreen. As the name suggests, a live webinar is filmed and broadcast as it happens. An evergreen webinar, however, is pre-recorded, and is saved for future or repeated use.
But, why would you choose an evergreen webinar over a live session? What are the benefits? What are some things to consider before you launch your evergreen webinar?
In this article, we’ll take a closer look at evergreen webinars.
A Brief Introduction to Webinars
Webinars were designed to provide greater flexibility in holding and attending seminars. Instead of packing your bags, booking a flight and a hotel room, and traveling to a far off location, which burns through time and money quickly, a webinar can be attended from anywhere you have a strong WiFi connection. You can continue to monitor your current projects, and you save hundreds (if not thousands) of dollars on travel expenses.
For this reason, webinars were originally designed to be only broadcast live. Individuals would sign up for a specific session, pay to reserve their spot, and log on to the broadcast page at the time of the event.
Live webinars are highly interactive, often with question and answer sessions between the audience and presenter, or a chat feature so participants can discuss topics amongst themselves throughout the presentation.
Downsides of Live Webinars and Advantages of Going Evergreen
The downside to this format is that once the presentation is over, it’s over. Live events happen only once. Occasionally, presenters will choose to offer multiple sessions of a webinar.
Despite working with the same material or script, each session will be different, since each session’s audience members will rarely have the same questions, and group discussions may lead in a completely different direction.
Evergreen webinars are recorded and released on demand. They may be placed behind a paywall, so subscribers can access them as they’re released. They may also be offered on a pay-per-view basis in complement to your interactive content strategy.
Some business owners use evergreen webinars as an incentive for signing up for their mailing list. Evergreen webinars, or access to a bank of webinars, is a fantastic way to gain subscribers and generate leads.
Read also: Understanding Growth Hacking
The Power of Evergreen Webinars
There are many advantages to choosing an evergreen webinar, but first, you must be sure your webinar is truly “evergreen”.
You’re likely familiar with the term “evergreen” as it applies to content creation. This is content that will be relevant for a long period of time, or can be easily updated or corrected in the event of minor changes.
This is true of evergreen webinars, as well. Because it’s not a live presentation, you can always go back and add notes or edit in a correction.
In fact, editing is one of the most attractive draws of the evergreen webinar. You can record several takes of your presentation to ensure you get it just right, then run it through editing programs to ensure the audio and visual quality is perfect. You can also edit in text slides, infographics, or pictures to help demonstrate your point.
Additionally, you can share a recorded webinar over and over. While a live webinar is a once-in-a-lifetime event, an evergreen webinar can await paying subscribers for years to come, as long as the information in it remains true.
How To Make an Evergreen Webinar Even Stronger?
There are a few things you need to keep in mind when creating an evergreen webinar.
It may go without saying, but be certain the content is, in fact, evergreen. Changes in your logo, product design, process, or business structure are good reasons to re-record your webinar, or make some serious edits.
Additionally, make sure the content is entertaining and informational. Since your audience won’t have the advantage of interaction, you’ll need to include content that will keep them focused and interested.
Consider adding case studies or testimonials to your webinar, or demonstration videos. Don’t just make it a continuous stream of text, pictures, and you speaking. Add a call to action to check out your sales page, or to contact you directly for a special one-on-one discussion.
If you ask them to remain engaged even after the video ends, they may be compelled to continue learning and establishing a relationship with your brand.
It’s also essential that you keep your webinar well-organized. Make sure the content is strong, but it’s just as important that your topics flow intuitively, and that your visuals are relevant and add to the informational content.
Choose whether you’re going to give a lecture as a trusted expert in your field, explain a product or service, or create a tutorial for your business’s existing clients, and stick with that format for the duration of the webinar.
Try not to jump around or go on a stream-of-consciousness tangent your audience may not follow. If you want to learn how to organize your content to think more clearly and persuade more audience members with your words, have a look at this article.
Thoughts
Evergreen webinars can be a powerful resource for many business owners. As recorded videos, there are many advantages to this format, including the ability to charge audiences to watch them on demand, time and time again, as well as the ability to fine-tune your presentation through editing and practice.
Still, it’s important that your evergreen webinar be as strong as your live “performances” to keep the attention of your audience and to ensure they feel they’ve gotten their money’s worth.
Allowing your audience to connect with you, your brand, and your products or services through a webinar is a great way to establish an informational and emotional bond. This can lead to future conversions and even life-long brand loyalty. Choosing an evergreen webinar can provide this connection for many years to come.
