by Bruce Newman
(This topic was discussed in a recent webinar by Bruce Newman before almost 200 registrants. A live encore presentation of the webinar is tentatively scheduled for mid-April.)
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It is important to remember that a webinar is not a one-time static presentation but rather, a part of a series of steps. Each step must be carefully planned and as part of a top-down design, “flow” from one step down to the next one. The number of steps is not particularly important (provided there aren’t too many) but the flow between them is critical.
My roadmap extends from the top level of goals and objectives to follow-up and the use of different follow-up strategies. As you can see from the adjacent figure, it contains six important steps. I could have included additional steps such as a call to action or assessment, for example, but I prefer to keep it simple and concentrate on the flow itself.
Starting from the top of this top-down approach, being able to clearly define the topic and goals of the webinar is critical and must be done first. Many webinars fail because of poorly defined goals which unfortunately, almost always results in a muddled presentation.
Once the goals and objectives are defined, identifying the target audience who will be receptive to them must be addressed. Determining this target audience depends on researching numerous characteristics including how receptive they are to webinars.
Your research will also illuminate what to promote to your target audience. This includes an understanding or their pain points and what will drive them to sign up for your presentation. These key issues should also be prominently listed on your signup or landing page.
The content of your webinar is the main determiner of the success or failure of a webinar. It’s also why your audience signed up to attend your webinar in the first place. Much of the content your webinar provides will be directed towards addressing the issues listed in the promotion. It should also include a clear and concise call to action.
Once the webinar is completed, assessment and implementation of a follow-up strategy is critical. It is important to determine what specifically motivated people to attend. This will help you stay in front of them and achieve both your short and long term goals. The follow-up strategy should utilize social media, articles, additional webinars or any number of consistent actions.
Based on the assessments and follow-up activities, you can now create new or refined webinars with a better understanding of your target audience. With updated and better targeted promotions, your webinars can now attract more people and be more productive.
By employing a roadmap, you can repeatedly reach your target market and present a highly effective webinar presentation that addresses those key aspects that motivates them to take action. It will also allow you to take full advantage of the power of a well-done webinar and achieve and surpass your goals.
Bruce Newman is the president at wwWebevents.com and an expert on webevents (webinars and virtual events) and social media marketing. wwWebevents.com offers a free (and premium) listing, search and customized notification service for any webevent as well as webinar and 3MinfoVideo development and promotion services. Make sure to sign up for Bruce’s upcoming webinars. Bruce can be reached at bnewman@wwWebevents.com.
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