Engage audiences over time.
Research your audience and why they use your product to build a customer persona. Learn about how your customers think, their pain points and how you can help.
Once you’ve outlined your ideal customer, you can pick a theme that resonates with them. Look at:
- Demographics: Open your Google Analytics, go to Customization > Audience > Demographics, and adjust the timeline. Then analyze your customers’ average age. If you don’t have GA, reach out to your sales time to find out about the industry your target audience works in, the companies they work for, the position they hold in their company, the location of the company, and their income level.
- What are their challenges: What day-to-day challenges do they encounter? What are their pain points, and how can you solve them? Knowing how exactly your solutions solve a problem for your target audience will help you develop a webinar theme that appeals to their interests.
Then create a slide deck with each slide set aside for a persona. Add an avatar and name your persona to give your semi-fictional ideal customer life.
Consider the message or ideas you want your audience to keep thinking about long after they’ve watched or listened to your webinar series. This will help you pick a theme that sticks in their minds. For example, a marriage counselor who aims to educate couples about building a happy home may have love conquers all as their theme. All the webinars in the series will focus on the love conquers all theme. He or she may use:
- Product demonstration webinars to present their books and DVDs as the answer to marital issues. Product demos are a great way to make a good impression, set products apart in the market, and address any burning questions that keep prospects on the fence.
- Education webinars to teach engaged or married couples about communication, finances, and raising kids. Education webinars are great for displaying expertise.
- User training webinars demonstrate or teach how a product or service works. Businesses that sell software can launch a webinar series to help clients figure out how to install and use it.
Think about the common questions that your audience keeps asking. Is there something that you find yourself explaining time and time again to different customers? Do the same questions keep coming in your inbox? If yes, note down those questions and group them according to the topic. Then use the groups to identify a common theme for your webinar series. You can also identify questions asked in the past webinars and create a webinar series around them. The goal is to take all these questions and group them under one overarching theme.
Perform research in the communities and forums where your audience hang out to gain insights on hot topics and how they phrase their words.
Find free Facebook and LinkedIn groups your audience spends time in or forums that people use in your industry. Also, check other people’s comments on your and your competitors’ blog posts, as well as reviews on sites like Amazon. Pay attention to what people are posting, the most popular threads, and how people are phrasing their questions. Note down the biggest questions your prospects are asking each day. Group the questions or concerns and pick a common theme that you can address in your webinar series.
Measure metrics like engagement, sales, conversions, traffic, authority, and SEO performance for your social media pages, podcasts, YouTube channel, and blog to identify the three most popular pieces of content. Use these topics as pre-validated webinar themes.
For example, you can check your blog analytics for posts with the most shares, views, and comments. Find out how long users spend on the page to gauge if they are reading through the entire post or bouncing after the introduction. Blog posts can even help you choose a webinar format.
For example, interviews, guest posts, newsjacking posts, and controversial posts are great for a thought leadership panel webinar. Tutorials, how-to posts, and checklists are ideal for best practices or tutorial webinars. Review posts, Q&A posts, and FAQs are great for live Q&A webinars. Use case posts, product tutorials, and new products work best for product demo webinars.
Keep track of industry trends, new developments, and important information that your audience will be interested in learning more about.
What’s the buzz and hype in your niche or industry? Are there any new technologies or developments that need explaining? Is there a broader topic essential to your audience that you could turn into a webinar series? For instance, if you are a fashion college, you may create a webinar that focuses on user-driven AI fashion design that uses an algorithm to create new styles and pieces. These can be confusing, so you can help bring your students up to speed by explaining the cutting technology concepts and how they should adapt.