Webinar Preparation and Measuring ROI
Developing a webinar promotion strategy requires an understanding of your audience. The best way to generate high attendance is not to sell the audience on your product – you do not want to do an explicit sales pitch – instead, you want to educate the audience on an industry problem, trends and forecasts, and how problems can be solved. Identify what is most relevant and craft webinar content based on that.
Before you begin planning you have to establish KPI’s you will measure and track, KPI’s are important indicators of success and will enable you to track success and improve future webinars.
In the planning stage, there are many considerations to make. Some considerations are:
- Topic – is your topic relevant and timely? Will your audience engage with the topic?
- Logistics – what is the best time and date for your webinar? What platform are you using?
- Promotion – how will you promote your webinar and what channels will you use? Ensure your email, landing page, website and third-parties employ best practices for the most effective promotion.
- Following the webinar you will need to evaluate the campaign. Three considerations to include are:
- Re-Evaluate Objectives – did you meet, exceed or fall short of your objectives? Was the topic and speaker relevant?
- Did you inform/educate your audience?
- Metrics – Analyze the metrics you identified were most important. This information should be used to improve future webinars.
- Follow-up – perhaps the most important step post-webinar. An effective follow-up strategy included clear call to action, audience takeaways, and following up 24-48 hours after the conclusion of the webinar. Additionally, leads will come to watch a recorded webinar (on-demand), so making your webinar available on-demand is essential.
Brands need to focus on being a thought-leader by delivering the right content to consumers. Building trust is the best way to retain loyal customers.