How to host a Zoom video webinar? Explanation of benefits and usage procedures

There are various typical means of communicating with customers, such as face-to-face meetings, telephone calls, emails, and seminars. Recently, webinars have also been used to communicate with customers.

Webinar is the name of a seminar held on the Internet, and is a coined word (Web + Seminar = Webinar) that combines web and seminar.

By using webinars, organizers can convey the characteristics of products and services that are difficult to explain in catalogs and websites. For participants, unlike seminars, there is the advantage of being able to participate without time or geographical restrictions .

Recently, the usefulness of webinars in marketing has spread, and the number of tools that can hold webinars is increasing. In the case of Zoom, there are advantages such as the fact that the functions for webinars are substantial and the ease of participation.

The webinar itself can be distributed live on tools such as Twitter and Facebook, so it is not exclusive to Zoom. So why is Zoom the tool of choice for hosting webinars?
That’s because it’s never a one-way street and has a variety of features that encourage active audience participation.

The ” Zoom Video Webinar ” has functions such as voting and Q&A, allowing two-way communication with the organizer. By picking up the opinions of participants on the spot, you will be able to provide the maximum amount of information.

This time, we will explain the benefits of the Zoom video webinar and how to hold it .


Table of Contents

What is a webinar?

What is a webinar?

A “webinar” is synonymous with an online seminar or webinar.
On the other hand, in contrast to webinars, seminars that bring participants to an actual venue have come to be called “offline seminars” in recent years.

Various media such as catalogs and websites have been used as a means of communicating the features and merits of products and services. On the other hand, introducing products and services using offline seminars and webinars can convey characteristics that are difficult to express with text and images alone, such as usability of products and services.

When holding an offline seminar, it is necessary to prepare the venue and paper materials, which incurs costs. Participants also need to visit the venue, and they have to allocate a certain amount of resources. On the other hand , since the webinar is completed on the Internet, the burden on both parties, such as preparing materials and transportation costs, is reduced .


What are the benefits of Zoom video webinars for attendees?

Benefits for participants are summarized below.

First of all, as long as you have an online environment, you can easily participate from your computer or smartphone . Compared to offline seminars, there are far fewer location restrictions, and you can participate from anywhere you like, such as your home or shared office.
Also, unlike offline seminars, there is no superiority in seating. You can participate comfortably without being too far away to see the materials .

The reduction in travel time is also a big advantage for participants.
Even if it takes a long time to travel to a webinar, they are more likely to say, “Let’s take it anyway.”

4 things to keep in mind when hosting a Zoom video webinar

Please keep the following in mind when holding an event.

  1.  Pay attention to the internet environment
    If the internet environment is not good, problems such as the video being choppy may occur during the delivery of the Zoom video webinar.
    On the host side, be sure to check the internet environment in advance. If possible, it is best to use a wired LAN, and even if you use Wi-Fi, use a tool to check the communication speed.
  2. It is possible to hold a Zoom video webinar with a camera and microphone built into a computer that has equipment for distribution, but if the video and audio are rough, it will be stressful for the participants .
    It is recommended to prepare a separate microphone as well as a camera, if possible.
  3.  Unlike offline seminars where you have to be careful about losing concentration
    , in a webinar, participants can easily leave their seats. That’s why it’s important to balance the content of your webinar so that people don’t easily get distracted and leave .
  4.  Online communication that does not leave participants behind
    tends to be one-way communication, but it quickly becomes boring.
    It is necessary to make full use of the chat function to see the reactions of the participants, and to ask for opinions using the voting function, etc., so that they feel that they are participating in the seminar .


Features of the Zoom video webinar feature

So what are the features of the Zoom video webinar feature? The six most useful features are:

  1.  Up to 100 panelists can participate
    Zoom video webinar panelists (speakers) can register up to 100 people.
    Hosts can manage panelist privileges, including muting panelists’ microphones, promoting them to co-hosts, and allowing panelists to enter captions .
  2.  Participant’s speech can be controlled by the host
    Participants basically do not have speaking authority.
    You can use the raise hand function to indicate your intention to speak, and you can speak on the Zoom video webinar only if the host (organizer) allows it .

    Panelist muting can also be controlled by the host.
    A live Zoom video webinar would also recommend introducing this feature and encouraging active participation before it starts.

  3. Chat function that can be used properly according to the purpose and Q & A function
    The chat function is available in private type and group type, and can be set according to the situation.
    Q&A and voting functions are also implemented, creating an environment that facilitates communication between participants and panelists.

    For the chat function, when the host or panelist clicks “Chat” from the bottom menu, a chat window will be launched and participants can enter.

    The Q&A function allows participants to launch an input screen from the bottom menu “Q&A” and send it to the host or panelists. Hosts and panelists can only respond to the questioner via text, or they can respond verbally during the webinar.

    The Poll feature is a new feature that can only be created by the host. Select “Poll” from the bottom menu and create a single-choice or multiple-choice question. You can also set it up in advance before the webinar starts.

  4. Large number of users can join at the same time
    For Zoom video webinars, up to 10,000 people can join at the same time. You can also distribute to other channels by using the integration function of Facebook Live and YouTube.
  5. A function to convert the results of Zoom video webinars into data and compile them into a report. You
    can create a report that summarizes the content of the questions and answers during the Zoom video webinar and the engagement of the participants, so you can improve the Zoom video webinar and follow up on the participants. can be connected.
  6. Personal information can be protected
    How to protect personal information is also an important point of view for Zoom video webinars where a large number of unspecified participants gather.
    In that regard, in Zoom video webinars, only the host and panelists who are the organizers can see the names of the participants , and the participants cannot see the information among themselves.

How is it different from the meeting function?

Speaking of Zoom, the meeting function is also well known.
Zoom meetings and Zoom video webinars are similar in use, but there are significant differences in their purpose and functionality.

A Zoom meeting is an image of a meeting where multiple participants gather in a conference room and each speaks freely.
On the other hand, a Zoom video webinar is like a seminar venue, where the speaker and the participants are facing each other, and basically the speaker makes the transmission.
In a Zoom meeting, it is also possible to use the “breakout room function” to divide the meeting participants into multiple groups and have them discuss.

In terms of functionality, anyone can freely participate in conversations and chats in meetings, but with Zoom video webinars, participants are basically view-only.
See also the table below for a comparison of typical features.

What Zoom plan should I subscribe to in order to use these Zoom video webinar features?
We will explain in the next chapter.

To hold a Zoom video webinar, you need to apply for a paid plan

In order to hold a Zoom video webinar, you need to register for a Zoom paid plan and then apply for the add-on “Video Webinar” (paid service).
By the way, with the free plan, you can participate in Zoom video webinars, but you cannot host them .

There are 3 types of Zoom paid plans

Paid plans are divided into three categories:

  • Professional
  • business
  • Enterprise (Enterprise, Enterprise Plus)

The differences in the web meeting features available in each plan are as follows.
Only the meeting function is implemented by default in all plans, and as mentioned above, an add-on must be added to use the Zoom video webinar function.

Whether you subscribe to a Pro, Business, or Enterprise plan, you can apply for the Zoom video webinar feature. Prices start from 5,400 yen/month (as of May 2020).

How to host a Zoom video webinar? Explanation of the flow from preparation to after the event

How to host a Zoom video webinar?

From here, let’s check the procedure for actually holding a Zoom video webinar by dividing it into advance preparation, movement on the day, and follow-up .

As with offline seminars, it is important to decide the purpose of holding a Zoom video webinar in advance.

Preparing for a Zoom video webinar

In the preparatory stage before holding a Zoom video webinar, it is necessary to work on five things: setting the purpose, determining participant attributes, setting the date and time, planning, and attracting customers . I will explain each.

Goal Setting
First, let’s clarify the purpose of the event. For example, in the case of B2B companies, there are many cases where it is held for the following purposes.

  • Sales promotion to new customers
  • Member acquisition (lead acquisition)
  • Special offers to existing customers (increase customer satisfaction)

After sharing the purpose with the team, we will decide the participants, the date and time, and the plan (contents of the seminar).

By linking the tools provided by HubSpot with Zoom, you can use various functions using customer information.
For example, if you want to pinpoint and host a webinar to prospective customers registered in HubSpot, you can use the integration function of HubSpot and Zoom to proceed smoothly .

The link function between Zoom and HubSpot is explained in detail on the following page. Determining participant attributes

using the HubSpot-Zoom integration function Determine the attributes of the participants you want to participate in the Zoom video webinar to achieve the purpose of the event. Let’s consider various aspects such as attributes such as occupation and age group, new customers and existing customers, and selection based on the results of the previous seminar. One of the advantages of webinars is that participants are less likely to be restricted by time and place .

 Compared to offline seminars, it can be said that the hurdles to apply are low. In other words, the number of light applications will increase. There is a tendency to increase the number of cases where “I don’t know if I can participate, but I will apply for the time being”, so it is necessary to devise ways to not lower the participation rate on the day of the webinar. For example, it would be a good idea to prepare a follow-up email before the event and prepare benefits for participating. If you have Zoom and HubSpot linked, you can send follow-up emails from HubSpot.

The email itself can be sent from Zoom, but by sending email from HubSpot, it is possible to communicate with each participant individually, and to obtain information such as website visit history and participation information for Zoom video webinars. There are advantages .

Date and time setting
Depending on the participants and the plan (content) of the Zoom video webinar, there are options such as weekdays and holidays, working hours and after work. Considering the convenience of the participants (e.g. avoiding around consecutive holidays), set a date and time that makes it easy for them to participate.

If you have hosted a Zoom video webinar by linking HubSpot and Zoom in the past, you can predict the optimal date and time based on items such as average attendance time.

As with the planning
offline meeting, we will consider the plan that will interest the participants, and in many cases, create slides and materials.

At that time, it is a good idea to decide which of the Zoom video webinar functions (chat function, Q&A function, questionnaire function, whiteboard function, etc.) to use. We will also select panelists as necessary.

Once you have decided on a plan to attract audiences
and completed the slides and materials, let’s recruit participants.
To attract customers, make use of the attributes of the participants that you decided earlier. Make a list of target existing customers (or existing members), notify the list in an e-mail magazine, and reflect it in the targeting settings in web advertisements. For existing customers and prospective customers, one way is to have the sales person in charge directly guide you.

HubSpot has various functions for attracting customers, one of which is the ability to create application forms .
There are functions such as customizing items and selecting actions after application, so it is possible to create an application form that matches the content and target of the Zoom video webinar.

Host a Zoom video webinar

On the day of the Zoom video webinar, when the start time approaches, start up the equipment necessary for content delivery (camera, microphone, computer, network connection equipment, etc.) and wait for participants to join. Be sure to check the operation in advance so that there are no problems such as video or audio being interrupted at the start of the seminar.

Unlike offline seminars, it is difficult for hosts and panelists to read the “atmosphere of the venue” in webinars, so it is necessary to grasp the state of the participants while watching the reactions of the chat function.
Also, webinar presentations can make the host’s speech sound inorganic. Imagine that there are many participants in front of you, and try to speak with as much emotion as possible .

Effective use of the screen sharing feature is also important for Zoom video webinars. You can read more about Zoom’s screen sharing feature in the article below.

Follow-up after a Zoom video webinar

Follow up after the Zoom video webinar .
If possible, it’s best to send a follow-up email within one business day. If you’re asking them to complete the survey, it should be sent while their memory of the Zoom video webinar is still fresh.

For follow-up after holding a Zoom video webinar, it is essential to use a MA (marketing automation) tool that acquires and analyzes participant information.
The MA tool “Marketing Hub” provided by HubSpot has a function to link with Zoom, streamlining the series of tasks from preparation for holding a Zoom video webinar to follow-up after the holding.
Since it can be smoothly linked not only with marketing but also with tools that support sales and customer service, it is also possible to centrally manage customer information acquired through Zoom video webinars on a common platform for all teams .

Live Stream Your Zoom Video Webinar

Zoom video webinars can be held on Zoom, or live streamed on YouTube, Facebook, Twitter, and Workspace .

Using platforms such as YouTube and Facebook can help attract more attendees than organizing a webinar solely on Zoom.
Live streaming is an effective method if you want an unspecified number of users to participate in a Zoom video webinar.

As mentioned above, in order to hold a Zoom video webinar, it is necessary to apply for a Zoom paid plan and a paid add-on “Video Webinar”.

Instructions for instantly live streaming a Zoom video webinar

To instantly live stream to your YouTube channel or Facebook page, start a Zoom video webinar and click More in the menu. There are items such as “Live on Facebook” and “Live on YouTube”, so click on them.

For example, in the case of Facebook, you can select whether to distribute with your own personal account or Facebook page, fill in items such as title, and start distribution.

Procedure for live streaming after setting the URL in advance

With the above method, you can easily start live streaming distribution, but it will be a guerrilla distribution.
Use the “Custom Live Stream Delivery Service” to set the URL in advance and share it on SNS to notify many participants.

The custom live stream distribution service is a function that enables live streaming distribution by issuing a URL, etc. on YouTube or Facebook and setting it on the Zoom side. Advance notice is possible because it is delivered to the page set in advance.

For example, in the case of Facebook, go to “Live video” and “Connect” from the account you want to live stream. Make a note of the server URL and stream key displayed on that screen, as well as the URL of that page.
Next, sign in to your Zoom account page, go to “settings” and go to “in meetings (details)”, turn on “Allow live streaming” and check it.
Once you have started your Zoom video webinar, select ‘Now Live with Custom Live Streaming Service’ from the ‘Details’ menu. You will be prompted to enter the streaming URL, streaming key, and live streaming page URL, so enter each information obtained from Facebook. Finally, click “Go Live!” to stream your Zoom video webinar on Facebook Live.

Custom live stream delivery service settings can also be configured on your account page before starting your Zoom video webinar.

Webinar management that is close to the participants

Webinars are now one of the most powerful ways to communicate with your customers. Among various webinar tools, Zoom video webinars are characterized by a large number of users, a variety of compatible devices, and a simple joining procedure. While utilizing these functions, it is important to be able to plan, operate, and follow up closely with the participants.

 Again, follow-up after the event is extremely important . It is a good idea to consider everything from the preparation stage to the establishment of a follow-up system. First of all, manage the list of participants properly so that you don’t waste your contact points. Share the list with marketing, sales, and customer service, and work with each team to maintain ongoing communication and increase engagement with your company.

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