So how many invitations do you receive a day to attend yet ANOTHER free webinar? Recently I conducted an “audit” of my inbox and during the week of November 15-19 I was invited to 12 different webinars. My “greater than 2 a day” average is at best … average …and my guess is that many of you are bombarded with far more invitations.
Ironically, despite all the choices out there, webinars continue to be one of the most effective marketing tactics for our clients. There are many ways to skin a cat and certainly the same holds true for planning, producing and executing a webinar. At a very high level …here are 5 Critical Things to Consider as you jump into the webinar fray.
1. content is king …. .. pick a hot topic and people will come.
2. feature the primary market
“Who do you want to attend your webinar?” Invite one or more thought leaders who fit the same profile of your desired attendees to participate as speakers or panelists.
3. panels work!
I often identify 3-4 questions around a hot topic and then recruit a panel of thought leaders from the primary market (see #2) to sit on the panel. This enables me to
a) promote a multi-perspective event
b) more easily recruit panelists as there is now no real prep work for them (i.e. no slides)
c) help our brand by sitting “up on stage” with clients or prospective clients
d) showcase our expertise without forcing our audience to sit through a capabilities presentation.
Typically, half our attendance results from our “day of event” promotion.” In other words, we generate lots of registrations 3-4 weeks out, but the folks that show up are largely driven by the ”day of” promotion. Why? Webinars are a “convenience” event for most. People are busy and there are a ton of webinars out there so even if your topic is terrific, your attendees will only attend if their calendar remains open on the day/time of the event.
5. five minutes after.
What is your plan for the first 5 minutes AFTER the webinar ends? This is often the most critical question to answer in you planning as it ties in all the objectives you attached to the event. Three must haves:
i) have a plan on how to identify the attendees you want to follow-up with
ii) have content already prepared to follow-up
iii) have a plan on how to leverage the energy /success resulting from your webinar in the weeks that follow
There are many tactics that can be discussed to embellish or expand upon the above. In addition, as I mentioned at the onset, there is more than one approach to make this all work. I would be happy to answer any additional questions. Good luck!