Just like any other project, if you don’t have clear objectives at the beginning of your webinar planning process, how will you know if it’s been successful once it’s concluded?
That’s why it always pays to start with the end — your objectives — in mind.
Think about who you’re targeting, and how far along the customer journey — or sales funnel — they are.
A few questions to keep in mind are:
- Who is your target persona?
- Do they already know your brand or product?
- Or do you need to bring them on the journey with you?
- What are the key learnings you want your audience to take away?
- What do you want to achieve?
Then tailor your webinar content to your desired outcome.
If your webinar aims to generate leads by offering thought leadership, go for broadly interesting but relevant, top-of-funnel content that inspires and informs.
If you’re looking to convert existing leads who already know what you do, share a customer success story or include a product demonstration.
For training and customer retention, ensure your events are available live and on-demand.
Webinars are often seen as a lead-generation tool, but their engagement qualities make them appealing to a broad range of organisations. Our own clients come from more than 20 different industries, and they hold webinars for a number of reasons, including to:
- Generate leads
- Increase brand awareness
- Nurture existing customers
- Educate members
- Increase conversion
- Improve brand authority
- Train and educate
- Communicate internally
- Update investors and stakeholders
- Reach international markets.
Whatever your reasons for holding webinars, the key is to establish your goals, which will then help you work out what type of webinar to hold. For example: should it be live or pre-recorded? Free or paid?
That will also help you identify the presenters you’ll need, and who to invite.
If you are holding an educational event, think of the learning outcomes you want to produce.
If you’re looking to increase revenue or generate leads, what figure do you have in mind?
Are you trying to build team cohesion? How will you measure success?
Asking yourself questions like this will not only make it much easier to pitch your event effectively from the outset, it will also enable you to evaluate the success of your webinar and assess the return on your investment once it’s complete.
Because everything takes place online, measuring the success of a webinar is a lot easier than measuring a traditional face-to-face event.
You can measure traffic to your landing page, click-through rates, and the number of registrations – which you can also track through the sales cycle to see if they convert.
You can also measure the proportion of registrants who attended your webinar, how many marketing-qualified leads it generated, and the length of time attendees spent viewing your webinar.
And you can use online polls, surveys, Q&A sessions, and chat interactions to measure engagement.
Just as your event is about to conclude — when your attendees are still sitting at their computer and your webinar is fresh in their minds — is a great time to ask your audience for feedback. Ask them to rate their experience, your content and your brand.
While it takes time to plan and manage a webinar, source presenters, build registrations and create resources, they’re relatively inexpensive to run compared with traditional face-to-face events, activations, advertising and other forms of marketing.
When it comes to the return on your investment, track your costs, then divide it by your most important measure of results, whether it be attendance, leads, conversions, brand awareness or some other objective.
That should not only give you a good understanding of whether you achieved your goals, but the value your webinar returned for the investment you put in.
For more tips and tricks when it comes to planning your webinar program, check out the first episode of our new Webinars and Wine series: Planning Perfection — 10 Steps to the Perfect Webinar.