In my last blog, I shared what a webinar is and the main objectives of developing a webinar. The terminal objective of conducting a webinar is to generate sales for an organization, not directly but indirectly by educating customers and prospects. In today’s complex buying situations, using webinars is one of the most cost-effective ways to promote a company’s products and image.
Let us look at a logically designed webinar development process that helps develop a webinar, which will meet the terminal objective. It starts with Analysis and Design, Development and Presentation, and finally Hosting.
Let us look at Step 1 – Analysis and Design
Designing a webinar starts with identifying the right product and market that needs to be addressed and that fits into an organization’s overall marketing plan. Then, it is time to identify Subject Mater Experts (SMEs) who will develop presentations and present them live to the clients and prospects.
The table given here provides the checklist to be followed to design webinars. Although it is not mandatory to meet all the criteria mentioned, it is advisable to meet as many as possible because it helps identify the most important topic and audience which/ who can generate business to the organization.
|1||Topic||Should encapsulate a burning problem or a best practice of a product or procedure|
|2||Brief Description of Audience||Their titles, job descriptions and how they fit into buying or using our products.|
|3||Name and Title of Speaker||Information provided should establish him/her as an expert in the subject.|
|5||Key Benefits||One or two key benefits of each product that will appeal to the target audience.|
|6||Educational Objectives||Describe briefly in three to four bullet points what you intend ‘teaching’ the audience.|
|7||Marketing/Sales Objectives||The way you like your audience to respond in terms of asking for additional information, requesting for product demos and the like.|
|8||Key Messages||Three to four bottom-line messages that you wish to communicate to the audience regarding the subject.|
|9||Agenda/Topics||Five to six comprehensive topics that you wish to cover in the webinar.|
|10||Graphic Treatment||Any ideas of presentation in terms of animations, etc.|
|11||Freebees/Resources Offered||Information and links of any freebees that may be offered at the end of the webinar.|
|12||Number of Slides (approx.)||Minimum: 15; Maximum: 100; Average: 35-40|
|13||Duration in Minutes (approx.)||Minimum: 20; Maximum: 60; Average: 30|
|14||Reference Material/Raw Inputs||
|15||Any Other Information||Any other additional information you wish to share.|
Once the information is gathered as per the checklist, the SME should start working on developing the webinar on-screen text and narration script.
In my next blog, I will share the second step “Development and Presentation”.