Content marketing only works when you have an understanding of your audience, and webinars are no exception. When you’re designing a presentation for delivery over the web, you’re doing so with a formal or informal audience persona in mind. Who are they? How much do they already know? What are they looking for? However, most webinars stumble on one crucial point: helping that audience identify themselves as members of the targeted group.
What do I mean by this? Let’s consider an example. Your fictional webinar could be titled “Link Building: How to use it to improve your search rankings.” Maybe you created it with a beginner SEO audience in mind, to attract new clients who will realize they need your services to help them with link building. In that case, the content you’ve created will have digital marketing professionals falling asleep in their office chairs, because they already know it. The opposite could be true: maybe you’ve designed a link-building master class, and the beginners’ heads are spinning the whole time. Consequently, they get no value out of the hour they spent with you and your brand.
There’s a simple fix. Tell people who your webinar is for before they sign up. Consistently and clearly.
Here’s the plan. When designing the landing page for your webinar, the page you’ve designed specifically to get people to sign up, include information about who it’s for. Are you looking for people with a moderate level of knowledge about your subject? Are you targeting a specific field or industry? Provide some kind of written content about this, whether it’s bullet points or paragraphs. This information helps your target audience recognize themselves, have the “That’s me!” moment and be more willing to sign up.
Won’t this dissuade people who don’t “fit” from signing up? Yes, and that’s exactly the point. What value do you or I get if I’m sleeping through your webinar, or tearing my hair out because I don’t understand it? None. Your time is best spent with five great audience members who are the best fit for your content and are quality leads, as opposed to hundreds who will leave your webinar with no valuable takeaways and no positive associations with your brand. Those hundreds are a waste of your time, money and resources.
So when you’re working on your next webinar, be very clear about who it’s for, and do everything you can to help those people identify themselves. They’re the ones who are ready to pick up what you’re laying down, and you’re saving the rest of the Internet a lot of time and eye-rolling.
Need help building out an audience profile? Our user experience designers and eMarketers can help you make sure you know who your content knows who it’s for, webinar or otherwise.
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