How to Effectively Use Storytelling in Your Webinars

The death of webinars has been greatly exaggerated.

Every once in a while, someone declares webinars “over” as a viable lead generation and nurturing format.

But how can they be when nine out of 10 B2B professionals say that webinars are their preferred content type? So maybe it’s not webinars that don’t work. It’s a tendency toward broad, boring, and overlong webinars that turns people off. What’s going to get that 90 percent of people to show up and stay engaged with your webinar? Yup, storytelling.

Here’s how to use it:

5 ways to set up your webinar for storytelling success

1. Pick a hero. Choose one ICP to target with your webinar. It may seem more efficient to hold 1 webinar that appeals to multiple target audiences but by trying to appeal to many you end up pleasing no one.

2. Pick a niche. Now that you have the hero, focus your webinar content on one pain point your hero is interested in using or solving. Ideally, it’s one you offer.

3. Pick a point of view. Stories have conflict. So if you’re just showcasing how your product works, that’s a demo, not a webinar. Take an interesting stance. Go against an industry norm. Ask a polarizing question.

4. Pick some ‘action points’. Like a page-turning book, your webinar needs cliff-hangers and foreshadowing. Ask questions you don’t answer for a slide or two. Introduce a startling statistic or attention-grabbing graph. Tease some info that you’re gonna touch on later.

5. Pick a format. How you present your webinar is going to inform how you tell your story. Single-presenter webinars are the most common and the easiest way to control how you tell the story with a detailed script. But if you opt for multiple presenters, it’s still possible to keep your story flowing. Structure your webinar with a clear beginning-middle-end

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