Webinars play an integral role in your marketing strategy and learning how to harness the power of an evergreen webinar can be even more important.
These webinars allow you to market on auto-pilot and they can generate a huge number of sales and followers, so they’re a useful tool to have.
What is an evergreen webinar? An evergreen webinar is one that’s been pre-recorded and can be viewed on-demand by your audience.
The content within these webinars is called ‘evergreen’ because of its association with the tree, which means the information is always relevant.
It’s possible to learn how to make an evergreen webinar in less than an hour, but you’ll need to be prepared.
This guide will walk you through the steps required, what makes a webinar evergreen, and share some simple tips that’ll ensure the content you’re creating is worthwhile.
What Makes a Webinar Evergreen?
An evergreen webinar was named as such because its information stays fresh and relevant, much like the leaves of an evergreen tree.
The basis of these webinars is that the content within them shouldn’t change over time and it should contain foundational information that will be relevant for long periods.
Evergreen webinars can be about a range of topics, including company information, the basics of a specific subject, training or educational information, tutorials, expert advice, frequently asked questions, and more.
As long as the content within them will be relevant for a long time and without needing to be updated, it can be classed as evergreen.
There are lots of benefits to creating evergreen content, with the biggest being that it’s not as time-consuming as constantly recording new webinars.
They also help you establish yourself as an authority, increase the chance of social sharing, and earn you passive income.
The best marketing approach for most brands is to have a healthy mix of evergreen content and new content, giving their audience a bit of both.
Depending on what your marketing plan entails, it’s worth finding a few subjects that would be ideal for creating an evergreen webinar about and then starting the planning.
The Many Types of Webinars
A webinar is a general term for a web-based seminar, consisting of a video presentation and other multimedia materials.
Within this realm, there are many different types of webinars you can create, depending on what the purpose of the messaging is.
Here are a few options you might want to consider when creating an evergreen webinar:
An educational webinar is an opportunity to educate people on a certain subject, which can be as general or specific as you want.
If you want to create an evergreen educational webinar, you must ensure that the subject matter is going to be relevant long term and not just a recent development.
Common themes are company history, case studies, best practices, and frequently asked questions.
Step by step guides/tutorials
A step-by-step guide or tutorial is a great way to teach someone the steps required to complete something without doing so in person.
As most businesses will have a specific method they use, the content in one of these webinars would be evergreen, as it’s not likely to change any time soon. Examples of these include sales methods and how to use certain products.
Many businesses and educational institutions offer some sort of training for new employees and students, and to save time from conducting these in person, you might want to turn the tutorial into a webinar.
An evergreen webinar can run through everything required for their onboard training in a way that’s more interactive and engaging than simply reading the information.
The Importance of Choosing the Right Topic
To ensure your evergreen content is worthwhile and the webinar is utilized, you need to cover the right topics.
Consider what questions come up most when you’re talking to your audience, what topics are most clicked on in your emails and newsletters, and what your most popular blog posts are, to give you an idea of what people like about your brand.
It’s important to look outside of your own brand when researching evergreen content, including what your competitors are doing successfully.
A quick YouTube or Google search for terms used within your industry or videos that other market leaders are creating is the easiest place to find these, but it’s important never to plagiarize another webinar and use them for inspiration only.
SEO research is another great way to find evergreen webinar content, specifically by doing keyword research that’s relevant to your industry and the products you offer.
You can get an idea of what your target audience is looking for and create some evergreen content that answers their questions while incorporating the uniqueness of your brand into it as well.
The Steps of Creating Your Webinar
Creating a webinar doesn’t have to be hard work, as long as you’re prepared and have the key stages of creation in mind.
Here are the steps needed to make a quality evergreen webinar without working too hard.
The most important stage of any webinar is the research and planning, but especially when creating evergreen content.
As you’re not delivering a live presentation and there’s no engagement with the audience, the information you present must be detailed and answer any questions they could potentially have.
Flesh out the entire presentation and what will be covered in each section, then practice it in front of others to get feedback.
Consider what visual content could be used within your presentation to boost engagement. Most people will find that having some sort of multimedia alongside the presentation best with webinars, otherwise your audience can lose interest.
Possibilities include graphs, charts, and infographics to highlight data, videos, and animated gifs that lighten up the presentation, and different fonts and colors that are more visually appealing.
As long as the visual content is relevant to the presentation and not overwhelming or busy, it’ll be a good fit.
With a trusted webinar platform, you can easily record your evergreen presentation. Only do this once you’ve polished the presentation and practiced it in front of a test audience.
Choose a space that’s quiet and well-lit, and try to present it naturally as if you were speaking to someone in the room. Avoid making it appear as though the presentation is live though, as this only breeds mistrust.
Depending on the content and style of your webinar, you may need a little or a lot when it comes to editing. The editing stage should be used to shorten certain topics, delete mistakes, record voiceovers, or inset the visual content that you plan on using.
Most webinar platforms have in-built editing tools that let you do this and a whole lot more, so it’s worth investing in one you can trust.
Determine where you’ll be placing the evergreen webinar and consider how well it will serve you and your audience if you put it there.
The webinar could be posted on a landing page or sales page, linked to your social media channels, or even contained within a newsletter or email.
You should include some form of added value with tools and products like checklists, guides, email scripts, and templates that people can use once they’ve finished the webinar, and make this accessible wherever it’s published.
Tips for Quality Evergreen Webinars
Evergreen webinars are a great marketing tool but they require some practice to get them right.
If you’re looking to create a webinar in less than an hour, you can rely on these expert tips to ensure you get it right the first time.
An evergreen webinar still needs to be promoted, even if it’s not a live event. Think about social sharing, using marketing tools, and whether it makes sense to launch it as a live webinar at first.
Some people find that recording a live webinar and turning it into evergreen content gives a more natural feel than something that was recorded alone.
Make a funnel
Create a webinar funnel that details how you’ll use the leads that are created and how you can turn them into sales.
These funnels contain plans for turning leads into customers, including steps like email follow-ups and added value tools like guides and templates.
Don’t be dated
Be careful with the content you’re using for your webinar and avoid anything that can look dated.
You should never mention specific dates, reference any recent events, or use recent statistics that will likely become dated soon.
If you do want to reference an external resource, use one of your own blog posts that you can keep updated with recent information.
Live or evergreen
Think about what you’re trying to achieve and if this is tied to a time limit to help you decide whether evergreen or live webinars are best.
An evergreen webinar should only be used for presentations on subjects that will be relevant for the foreseeable future, otherwise, a live event is preferred.
You should never pretend that an evergreen or pre-recorded webinar is streamed live, as it will be immediately obvious to the audience.
If they feel you’re trying to deceive them, they’ll have an instant distrust in your brand and the quality of your content will be wasted.
Use call to actions
If you’re creating a webinar to increase conversions, using a timed call to action is a great approach. This allows you to create a sense of urgency for the viewer and pushes them to take up offers for bonuses by a certain time, even though it’s been pre-recorded.
If you’re using this approach though, you need to make sure the bonus you’re offering is always the same, otherwise, the evergreen webinar will become dated and unusable.
Evergreen For Your Brand
The ability to create a passive income or earn followers while running on autopilot is something that every business should harness, and it’s achievable with an evergreen webinar.
It’s easy enough to create a quality evergreen webinar in a short amount of time, so get started planning this important marketing tool.
Webinars are a great way to attract followers and boost sales, whether you stream them live or create pre-recorded ones to use as evergreen content.
To get a better grasp on what the modern webinar is all about and how to harness them, we’ve answered a few FAQs that’ll give the basics.
How Long Should a Webinar Be?
A webinar should be no longer than 60 minutes, otherwise, you risk losing the interest of your audience.
Sticking with this general 60-minute guide, you can divide the webinar up into three main sections being the welcome and introductions, body, and finishing thoughts, making sure you cover the most important topics.
How Do I Stream a Webinar?
To stream a webinar live rather than pre-record it, you’ll need a webinar hosting platform.
There are lots of great tools available today that allow you to set up a webinar room, invite attendees, and then host the webinar live, giving the audience a chance to engage with you and others while they watch.
What Is a Webinar Funnel?
As with a regular sales funnel, a webinar funnel is where you use the webinar as the lead magnet to attract sales.
The goal is to direct traffic to the webinar landing page, usually a pre-recorded or evergreen webinar, which then works to convert leads into sales or collect the contact details of potential customers.