Well-presented: Running Online Courses & Webinars in Beauty

In the beauty industry, running educational courses and workshops online can be a great way to extend your business offerings or to share your expertise and build credibility as a trusted professional. If this is a new skill for you, the prospect of organising and running a workshop or webinar can feel daunting, but it doesn’t have to be - read on for our practical advice to help your next online presentation run smoothly. 

Consider the Content

To run a successful webinar you need great content, so start by getting clear on what it is you want to present. Figuring out your intended outcomes, both for the attendees and for yourself, is also key. For example, an intended outcome for the attendees of a free webinar could be to educate them on the benefits of a treatment you offer; the outcome of this same webinar for yourself could be to encourage existing and potential customers to book that treatment.

Once you’ve established the purpose of the webinar, you can then work on the structure and what you’re going to include. Remember to establish yourself as an expert in your field by emphasising your credentials and experience, acknowledging your recipients’ pain points and offering tips, insights and demos to make it a valuable and interactive experience. 

Well-designed slides, good photography and strong calls to action can also really help to lift your presentation off the “page”, so make sure you take the time to make it visually engaging and cohesive with your branding too.

Choose the Right Platform

Pre-recording a webinar certainly has its advantages, particularly if you’re nervous about potential technical issues or presenting live to an audience. On the other hand, running a live webinar gives you greater opportunity to interact directly with your audience, encouraging questions and feedback in real time for a more personal experience.  

Whichever option you decide to go for, take the time to figure out which platform is right for you to help you make the most of your presentation. Consider the functions you’ll need, such as screen sharing or app integrations (e.g. word/ powerpoint), as well as screen recording and chat for live presentations. You may also wish to consider your budget, as well as the audience size allowed and any time restrictions if you are using a “free” version of a platform.

Practising your presentation with a trusted friend or colleague ahead of time will also give you an opportunity to work out any technical issues, check that it runs to time and also help you feel more prepared and confident.

Market Your Webinar

Now that you’re good to go with your webinar’s content and presentation, the next step is to tell your target audience when it’s happening and invite them to attend. Ensure you start marketing your webinar with plenty of time, giving at least two weeks notice before it commences, so that you can generate as much interest as possible.

To market your webinar, you could create an email campaign for existing clients on your mailing list, as well as publicising the event online with a social media campaign and in-store with printed materials. If it’s a paid event, offering incentives such as early-bird discounts can also help to boost initial ticket sales. Make it as easy as possible for attendees to sign up or buy tickets by setting up a designated landing page for the event, clearly linked in your marketing campaign; this could be on your website or on a separate ticket site.

Once your workshop or webinar has taken place, following up with an email to thank your guests for attending is a nice touch. You can also use this email to reiterate any calls to action or offer discounts on any treatments you are promoting. A little goes a long way in making sure your attendees feel valued, helping to convert them to customers for your business.

Have you got a great idea for a webinar, but feel stuck with the design? Klaar offers a range of customisable, pre-designed Presentation Templates to suit your needs - check out our relevant products and resources below to get started!