Workshop ARRtist Berlin: a recap on how to organize a successful webinar

WebinarGeek was proud sponsor of the ARRtist Summit this year in Berlin.

We were invited to host a Workshop about "How to host a successful Webinar that people sign up for." The workshop was fully booked, showing how important this topic is.

The goal for the workshop was simple: not just talking about webinars, but really diving into what makes them work. Webinars shouldn’t be boring lectures; they should be interactive, engaging moments. So we started by exploring together, asking, “What makes a great webinar? How can it be something people don’t want to miss?”

First, we warmed up with questions: “Who has attended a webinar? Who’s hosted one? What’s been your biggest success?” As people raised their hands, they shared wins and challenges. Hearing real stories from the room always adds something deeper to the conversation. Sure, best practices are useful, but it’s these real experiences that make them meaningful.

Three stages of a successful webinar: before, during, and after

We looked at webinars in three parts: the pre-webinar, the live event, and the follow-up. Each stage is an opportunity to make an impact, and every part needs to be well-planned and seamless.

Pre-webinar: first impressions matter

The pre-webinar phase is like a handshake—it sets the tone. The registration process should be easy, not full of long forms or unnecessary steps. A catchy invite is key. Something that hints at what’s coming and builds interest. One invite isn’t enough either. We found that three reminders work best: one three weeks before, another a week after, and a final reminder three days ahead.

Speakers can also make or break a webinar. An engaging speaker, one who’s lively and connects with the camera, makes a huge difference. They shouldn’t just read slides but should move around and look professional. Choosing the right speaker—whether someone from within or outside the company—can be crucial.

Then there’s the topic itself. Ideally, a webinar should address real problems that matter to the audience. Using storytelling here keeps things fresh. Just like movies use familiar themes with new twists, webinars can cover recurring topics in new, interesting ways to keep people engaged.

During the webinar: keeping everyone engaged

Once the webinar starts, the real work begins: holding people’s attention. Slides alone aren’t enough—it’s about making it an experience. Visuals, AI-generated images, and interactive tools help keep the audience focused. Regular engagement like polls, live Q&As, or quick quizzes also makes a big difference, pulling people back every few minutes.

The layout is important too—text should be clear, and visuals balanced. Even a small detail like the presenter’s panel size can matter. And don’t forget the dry run! Doing a test a few days before helps catch any technical issues, making everything smoother on the day so presenters can fully focus on the story. 

Post-webinar: following up to build connections

After the webinar, following up is essential. A good follow-up within 24-48 hours keeps the topic fresh and builds on the interest created. Ideally, this isn’t just an email—calling the most engaged participants to ask for their feedback often leads to deeper conversations and even future opportunities.

We also discussed holding two team check-ins: one a week after the event and another a month later. These help review feedback, track follow-ups, and check if leads turned into opportunities. It’s about refining the process to make the next webinar even better.

Planning for success: setting up a long-term strategy

Thinking long-term can make things easier too. Mapping out a year’s worth of webinar topics focused on what the audience cares about helps ensure a steady program. Kicking off as a team beforehand, setting expectations, and assigning roles keeps everyone aligned. A final status check a week before the webinar and a dry run a few days before the event help prevent last-minute surprises.

Content planning can be tough, especially if the team isn’t directly in touch with customers. Tools like ChatGPT can help with brainstorming ideas, which can then be fine-tuned with team insights. One example that sparked some creativity: imagining a scenario where we solve a customer’s problem—as if it’s set in the Star Wars universe! It might seem playful, but it can get the ideas flowing.

Measuring success: focusing on the attendee experience

Ultimately, success isn’t just about sign-ups or conversions. Success means that attendees leave feeling like it was worth their time. If they feel valued and engaged from registration to follow-up, that’s where trust and loyalty come in. And that’s how people start wanting to come back.

By the end of the workshop, the group was ready to rethink webinars—not as one-off events but as carefully crafted experiences that engage, educate, and ultimately, convert. That’s the real power of a great webinar.

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