August 21, 2018 Michael Mayday
Building buzz around webinars is a process. It takes time, perseverance and a lot of internal collaboration. It also takes a bit of know-how to pull off — the secret knowledge, if you will. In this edition of our Summer Series Reading List, which runs adjacent to our Sumer Series Playlist, we take a quick look at the secrets behind buzzworthy webinars.
So what are the secrets to building buzzworthy webinars? There are a few, but first, you need to have the right webinar platform in place. You’ll need a platform that can scale, provide analytics and reporting, can issue certifications, provides attendees with downloadable resources and provide easy-to-promote materials.
1. Build Your Scale
First, you’ll need to plot out how you’ll scale your webinars to address your audiences. Included strategies should target multiple buyer personas and hyper-target vital aspects of your field such as certification, continuing education, and industry-relevant deep-dives.
For example, Paycom, a payroll, and human resource provider use some of its webinars for certification across its clientele’s different demographics. At almost any time, the company can issue certificates from HRCI, SHRM or NASBA to qualifying attendees. For Paycom, putting in the extra work to become an industry resource is a great investment. It creates advocates, increases attendance — by roughly 155 percent — and boosts their marketing efforts.
2. Engage Thought Leaders
Every industry, every vertical, every team has their celebrities. Seek these audience-pulling names out and bring them into your webinars. Good thought leaders provide with more than just a name — they provide your program with topics, co-marketing opportunities, and content.
Potential thought leaders can include your co-workers and internal experts. Product team members, internal speakers at company meetings and even department leaders — all are viable webinar presenters that can drive audience attendance and contribute to your program. Sit down with them, plan your event and practice, practice, practice.
3. Be Relevant
General topics are great and perform well over the long-run, but timely and relevant webinars catch attention and bring your expertise to the forefront. Keep an eye on any industry-related news — or even general news — and use those developments to inspire and inform your events.
For example, if your audience is affected by significant policy moves, like the General Data Privacy Regulation or The Affordable Care Act, then producing a newsworthy event explaining the policy’s impact will likely bring your audience in. Remember to coordinate with your PR and legal teams to make sure your messaging is on-point, accurate and objective. Nine times out of ten, you’re helping your audience understand an aspect of their industry — not selling.
And that’s it. Three quick-and-dirty tips on buzz-worthy webinars and how you can start building the buzzing foundations for your own program.
What else can you do to make your webinars pop? You can check out our entire Webinerd Summer Playlist right here. You can also check out our summer reading list for this track: