Now that you have completed the basic preparations needed to host a webinar, you need to find your audience. Start by asking yourself, “Who wants to hear what I have to say?” or “who wants to buy the product I’m selling or the service I’m pitching?” This seems simple enough, but it can be tricky. Begin by taking a close look at your purpose for hosting a webinar. Are you looking to increase your client base? Increase membership? Launch a new product? Rolling out a new service to existing customer? Offering continuing education to your members? Knowing why you are hosting the webinar in the first place is key.
Next, think about the types of people who might be interested in learning more about what you have to say. Are you a member-based organization looking to offer classes to its’ membership? An attorney or real estate agent looking for new clients?
Finally, think about where you might find this ideal audience. They could be from your existing database, another association list, a partner, etc. The majority of registrants will most likely come from email invitations. Plan on receiving one registration for every 500 emails you send. Of those total registrants, more than likely only 30-40% will actually attend. This is why your email campaign is so critical.
The key to getting your prospects to register is a clear, concise and eye-catching invitation. Don’t plan on sending the invitation more than two or three times – you don’t want to seem like your spamming potential attendees. Your invitation needs to communicate the key benefits and highlight the reasons your prospects should attend. Don’t forget to send a reminder email. It’s easy to lose track of time and even though your prospect might have signed up, a simple reminder is always helpful and usually helps increase attendance.
By thoroughly thinking through the reasons for hosting your webinar and clearly defining your audience, your chances for success are much greater.