how to plan a webinar strategy

How to Plan an Impactful Webinar Strategy in 2023 and Beyond

Your webinar strategy plays a vital role in the overall event's success. Read on to learn how to plan, target and optimize an impactful webinar strategy to attract, engage and convert.
Nainika Sharma
Content Marketer
March 23, 2023

Webinar Planning for Maximum Digital Engagement

In today's digital landscape, webinars have become an increasingly popular tool for businesses and experts to connect with their audiences, educate them on relevant topics, and ultimately drive revenue. According to a recent survey, webinars are the second most popular type of content for marketers, right behind blog posts. Indeed, more brands are investing in webinars to support their marketing efforts. Another report by BrightTALK found that webinars were the second most popular content format for B2B marketers, with 79% of survey respondents saying they use webinars as a marketing tactic. As the competition increases, so does the challenge to stand out. However, having the right strategy can help you solve this and ensure you leave a lasting impression. 

Here we're exploring how to plan an impactful webinar strategy in 2023 and beyond. Get scrolling to take notes.

how to plan an impactful webinar strategy in 5 steps

1. Identify your target audience and customers' questions

Your buyers are unique "individuals." It's not just about webinar planning; it's about connecting on a human level. To engage audiences effectively, understand who your ideal attendee is and the products or services they might be interested in. By understanding their demographics and pain points, you can tailor your presentation and marketing efforts. Digital engagement begins when you see your audience as real people, not just statistics.

This involves understanding who your ideal attendee is and what their needs and interests are. By determining your target audience's demographics, pain points, and preferred communication channels, you can tailor your content and marketing efforts to resonate with them. This targeted approach helps increase engagement and conversion rates, ensuring your webinar succeeds. Ultimately, identifying your target audience is a crucial step in developing an effective webinar strategy that meets your business goals and provides value to your attendees.

2. Choosing the topic of discussion and selecting the right speakers

It's a no-brainer: your buyers have a problem, and they're reaching out to you for a solution. Ensure you show gratitude for the same by talking on topics that mean the most to them. Choose a relevant and engaging topic for your webinar. Consider issues that are relevant to your audience's pain points or interests. Determine the best format for your webinar based on your audience's preferences, whether that be a live webinar, a pre-recorded webinar, or a hybrid of both. According to a survey by Demand Gen Report, 76% of B2B buyers said they would attend a live webinar.

Your customers have questions, and they look up to your speakers to answer them. Your speakers should be knowledgeable about the products or services you offer and be skilled in addressing the most pressing questions of your audience. This makes the content more relatable and drives sales. Incorporate polls and Q&A sessions to further engage audiences, and track progress through real-time interactions.

webinar conversion rate survey report

3. Promote your webinar with marketing automation

Promotion is the heart of webinar planning. Utilize tools like HubSpot for marketing automation. This way, you're not just spreading the word; you're ensuring that your upcoming webinars get maximum visibility. Promote them weeks prior, so you have ample time to engage potential attendees. Look into company reviews to understand what people are saying about your webinars and use this feedback for promotion.

Developing a promotion strategy to drive attendance and engagement is critical in planning an impactful webinar strategy. And the task is as simple as pressing: reach them where they are. Start by creating a landing page to provide all relevant information about your webinar, including the date, time, topic, and speakers. Utilize social media, email marketing, and other digital channels to promote your webinar to your audience. Put your social listening tools and skills into action to know where the audience is discussing similar topics. That’s why you’ll find people with similar interests and who would be interested in joining your webinar. You can also consider partnering with influencers or other industry leaders to increase your reach and drive attendance.

Download our free white paper and discover the Power of Experiential Webinars for Immersive Experiences

4. Preparing your presentation and leveraging the best webinar platforms

When you plan your presentation, consider the virtual experiences your attendees expect. With a myriad of webinar platforms available, choose a platform virtual in nature that offers robust features to make your work easier. Platforms like Webinar+ help manage the webinar process, track progress in real-time, and ensure your presentation is glitch-free. Pre-recorded sections can be handy, and engaging with sales teams can provide insights into what works best for the audience.

It's time to get the creative juices flowing: combine your ideas and add fun to your webinar message. Focus on something other than what works best for you as a presenter. Strike the right balance between your comfort zone and what entices your audience. Develop a comprehensive plan for your webinar, including a script, presentation, and webinar event tech. Ensure that your webinar platform is optimized for smooth delivery. Practice your presentation and delivery to ensure confidence and engagement with your audience.

5. Follow-up, Evaluation, and Management

Post-webinar management is crucial. Send out free resources and templates to help attendees further. If you're using a tool like Webinar+, you can easily track the engagement metrics and get insights. Track how your sales teams are using these webinars as tools for conversion. And always, always solicit feedback. Company reviews will provide more in-depth insights into how your webinars are perceived.

Following up with your attendees after the webinar is essential in building relationships and driving future engagement. Thank them for attending, providing additional resources, and soliciting feedback to improve future webinars. This also helps them connect with your webinar and brand better, ensuring you leverage this popularity even the webinar. Evaluate the success of your webinar based on attendance, engagement, and feedback. Incorporating feedback and lessons learned into future webinar strategies can help ensure continued success and growth.

Frequently asked questions about planning impactful webinar strategy

1. What is a webinar strategy, and why is it important?

A webinar strategy is a comprehensive plan outlining the goals, target audience, content, promotion, and execution of webinars. It's crucial for achieving your desired outcomes, whether it's lead generation, brand awareness, or education.

2. How do I determine the right goals for my webinar strategy?

Your goals should align with your overall business objectives. Common goals for webinars include lead generation, customer education, product launches, and thought leadership.

3. How can I identify my target audience for webinars?

Analyze your existing customer base, conduct market research, and create buyer personas to understand your ideal webinar attendees better.

4. What are the key elements of a successful webinar strategy?

A successful webinar strategy includes goal setting, audience targeting, content planning, promotion, technology selection, engagement tactics, and post-webinar follow-up.

5. How can I select the right webinar topic for my strategy?

Choose topics that align with your audience's needs and interests, address pain points, and showcase your expertise. Use keyword research to identify trending topics.

6. Is it necessary to have a content calendar for webinars in my strategy?

Yes, a content calendar helps you plan, organize, and schedule your webinars strategically, ensuring a consistent and well-paced webinar program.

7. What role does engagement play in a webinar strategy?

Engagement is crucial for keeping attendees interested and involved. Plan interactive elements like Q&A sessions, polls, and chat to foster engagement.

8. How do I select the right webinar platform for my strategy?

Consider factors such as audience size, technical requirements, budget, and integration capabilities when choosing a webinar platform.

9. Should I include post-webinar activities in my strategy?

Yes, post-webinar activities like follow-ups, content repurposing, and analysis of key metrics are vital for maximizing the impact of your webinars.

Download Forrester Consulting and Hubilo's research about Using Engaging Webinars to Elevate the Sales Pipeline

Managing Digital Engagement with Webinar+

Are you looking to host a webinar that captivates? With features tailored for maximum digital engagement, Webinar+ acts as the hub of your webinar planning. From sending out invites weeks prior to the actual event to giving you a template for your presentation, we ensure that every aspect of planning webinars is covered.

Not just that, our platform is designed to engage audiences in real-time, allowing you to act on insights as they come. SEO features help your webinars get the visibility they deserve. The single-click registration means lesser work for your prospects, and the audio quality ensures your presenters are heard loud and clear.

Planning an impactful webinar strategy in 2023 and beyond requires a lot. As webinars grow in popularity, businesses and experts prioritizing an effective webinar strategy will be better positioned to connect with their audiences, educate them on relevant topics, and drive revenue. As you plan on engaging your audience, we have the right tool that you need: Webinar+, an event tech platform, that’s tailored to your business demands. 

Besides custom-built landing pages using templates that communicate your brand identity, we offer solutions that help you take each step of your strategy to the next level. Send personalized invite emails and reminders, allowing visitors to register for your webinar with a single click easily. With customized messaging and reminders to drive registrations, you can build up excitement and ensure a high attendance rate. Book yourself a demo today and get started.

Nainika Sharma

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