With the ability to reach a global audience but still have the interaction of a traditional seminar, webinars have become a much loved part of B2B marketing. That as many as 62% of B2B marketers use webinars as part of their campaigns is testament to how important they can be to a marketing strategy.
The seven Ps
Whether you’re an experienced webinar veteran or completely new to the concept of a webinar, there’s nothing stopping you from using webinar marketing. A successful webinar marketing plan follows the seven Ps: plan, prepare, produce, promote, present, perform and progress. While you can find the full details of the seven Ps in our webinar, now is a great time to start thinking about the first P – plan.
Planning a webinar
Planning your webinar should be where you choose your theme, figure out your target audience, and think about what added value your webinar will bring to that audience. It is also a time to consider your existing marketing content and how it can be adapted or built upon to become the basis for your webinar marketing.
The planning stage will take weeks or even months, though in most cases a five week schedule gives you just the right amount of time to get things done. This step will be the foundation for everything else you do for your webinar, so it’s not a good idea to rush too much. After all, it can define who you want to reach, how you’re going to reach them, and how you’re going to measure your success.
The process of webinar planning should include clear cut goals. What do you want people to do at the end of your webinar? Sign up for the next one? Download a white paper? Sign up to your marketing list? Having clear, achievable goals can help you with all of your planning, including an assessment after the big day has come and gone.
As part of your planning, you should also think about who will be involved in your webinar. This can include a presenter, moderator, designer, and content manager. Each role is important in having a webinar that looks professional, runs smoothly, has the right amount of audience interaction, and presents the content that will help with your overall marketing goals.
You can also look at planning as a research period for your webinar. Reviewing your existing marketing content can help you determine what can be adapted for the webinar. Research into what your existing marketing content is missing can help you find a niche for a webinar, whether it’s the one you are working on or a follow-up webinar for those wanting to find out more.
Webinars can be a valuable addition to your marketing plans. Find out more about it and watch our webinar recording here.