How to Develop a Webinar? – Step 1: Analysis and Design

Business people in video meeting

How to Develop a Webinar – Step 1: Analysis and Design

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.

1TopicShould encapsulate a burning problem or a best practice of a product or procedure
2Brief Description of AudienceTheir titles, job descriptions and how they fit into buying or using our products.
3Name and Title of SpeakerInformation provided should establish him/her as an expert in the subject.
5Key BenefitsOne or two key benefits of each product that will appeal to the target audience.
6Educational ObjectivesDescribe briefly in three to four bullet points what you intend ‘teaching’ the audience.
7Marketing/Sales ObjectivesThe way you like your audience to respond in terms of asking for additional information, requesting for product demos and the like.
8Key MessagesThree to four bottom-line messages that you wish to communicate to the audience regarding the subject.
9Agenda/TopicsFive to six comprehensive topics that you wish to cover in the webinar.
10Graphic TreatmentAny ideas of presentation in terms of animations, etc.
11Freebees/Resources OfferedInformation and links of any freebees that may be offered at the end of the webinar.
12Number of Slides (approx.)Minimum: 15; Maximum: 100; Average: 35-40
13Duration in Minutes (approx.)Minimum: 20; Maximum: 60; Average: 30
14Reference Material/Raw Inputs
  • Product photographs/graphics/video clips
  • White papers
  • Research publications
  • Product brochures
  • Sales manuals
  • Service manuals
  • Advertising material
  • Webinars already done on similar topics.
15Any Other InformationAny 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”.

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