What is your overall goal?

Awareness? Consideration? Conversion? Where does your webinar fall in the mind of your audience. Are you trying to make them generally aware of a new concept? Are you trying to make them consider another approach to solving a problem? Are you trying to get them to take action and try that new thing? 

Make sure you know the goal of your webinar from the outset. Then use that goal to guide decision making moving forward. 

Here is the formula for getting the audience goal of a webinar down. 

What is the audience’s current status? 

What is the audience’s desired status?

How can what you’re telling help them do this? 

For example, consider the situation of a financial advisor.  This advisor was frustrated with the poor returns he was getting from bond funds. So, he studied the development of bonds, and developed a simple method of crafting bond funds himself. Now, he wants to build business by recruiting advisors. The most effective way to do this is by sharing his knowledge with other advisors, and convincing them to work with him. 

What is the audience’s status? Financial Advisors who buy bond funds, but don’t get the returns they’re looking for. 

What do they desire? They want to be getting better returns from their bond funds. 

How can what you’re telling them help them do this? We can teach them to create bond funds themselves, so they don’t have to settle for poor returns of bond funds. 

GOAL OF THE WEBINAR: Teach advisors how to buy bond funds themselves, and follow-up after the webinar to create relationships. 

In another example, consider a real estate agent. They want to build up a list of homeowners who might want to sell their house in the future. Homeowners might not want to move because rates are high, but when they do want to move, they will.

What is the audience’s status? Homeowners who own townhouses in Morris County, NJ. 

What is the audience’s desire? They want to know someone who can sell their house. 

How can what you’re telling them help them do this? We can stay in front of them consistently and offer good information on the housing market. When they’re ready to sell, they will reach out. 

GOAL OF THE WEBINAR: Consistently host webinars to provide house market information, and include contact info for them to reach out. 

One thing to call out in both these examples is that the goal of the webinar is always two-fold, and the 2nd item is one that is often ignored. 

Yes, hosting the webinar is an obvious goal of the webinar. But the true goal must include follow-up.