10-step Webinar Marketing Planning Guide

1

PLANNING

Define your webinar goal. Are you providing direction or instruction? Are you offering any materials like whitepapers or manuals? Do you intend to offer a specific service? Determine the experience you want your attendees to have before, during and after your live event.

2

INCENTIVIZE

Spend time brainstorming an incentive to get people to join your webinar. Plan an incentive that motivates your audience to take the desired actions as the outcome of your presentation. For instance, you cold offer a free evaluation of, or a set of templates they can use to get started.

3

BUILD YOUR CALL TO ACTION

Plan your webinar with your end goal in mind, ensuring you uphold that goal throughout your presentation. Whether you want the viewer to buy product, join a cause, take action, or simply like you on Facebook, knowing what action you want your prospects to take at the end of your webinar is key to building persuasive content.

4

LEVERAGE HIGH QUALITY ENGAGING PRESENTATIONS

Many product suppliers, vendors, and other sources offer pre-made presentation you can use. Sometimes you just need to ask. 

5

MAKE A BOLD INTRODUCTION

Don’t spend too much time talking about yourself at the beginning of your webinar. Create a personal connection with your audience by speaking about something relevant. Give them just enough background to demonstrate why you’re qualified to deliver the information. Then, map the experience so they know what to expect. “By the time this webinar has ended you’ll have
(insert their big takeaway here).”

6

WRITE OUT YOUR MARKETING MESSAGE

Now that you have a great understanding of your intent for your webinar and the content and value you’ll deliver, it’s time to create the message to get people to attend your webinar. A series of email messages to your prospect list is a great place to start. For effective marketing, you could consider blog posts, facebook posts, infographics, or paid advertising methods to drive traffic to your webinar registration page.

7

CONFIGURE YOUR WEBINAR

I highly recommend using a tool like WebinarJam to run your webinar. With 6 HD simultaneous camera displays, automatic recording, and a marketing machine built around your webinar, WebinarJam packs this all into a cost-effective annual price. Check out my article to learn more.

8

START THE LEAD GENERATION

Promote your webinars. Take a look at your marketing tech stack to determine where your promotions will come from. If you use Constant Contact, you can connect most webinar platforms and manage all of your email and social from one place.

9

PRACTICE PRACTICE PRACTICE!

The more you rehearse, the more comfortable and polished your presentation will be. Get comfortable with your content, the slides or videos that you’re using, as well as the webinar interface you’ve chosen. Quick tip: record yourself doing your presentation and review it afterwards. You are your best critic.

10

SHOW TIME!

It’s show time! You’ve prepared, and you’re ready! Now it’s time to take a deep breath and just have fun delivering your content.