As we outlined in our guide to the TREC method, it is very important to choose a webinar topic relevant to your chosen audience’s interests and passions.
While this is undoubtedly true, we should also mention that actually gaining that precise target audience (meaning getting them to listen to your talks) is not as easy as choosing a topic they like.
It’s a good starting point, sure (and a necessary one), but there’s more to it than that. Here are 4 additional tips to gaining and maintaining the audience you are looking for:
Choose Your Advertising Methods Carefully
The ways you market your webinar, and attempt to increase its visibility, are some of the most significant factors in determining what audience you will attract back to your landing page.
Therefore, always consider who you are building your ads for before running them (and spending money).
For example, it is very likely that a short video ad on YouTube or embedded into Facebook walls will be more easily receivable by young adults and professionals, while static ads on search (such as Google AdWords) are more tailored for older demographics- young people tend to skip right over sponsored links.
Choose What To Say In Your Ad Carefully
Aside from the form of your ad, the content publicized in it is also very important in deciding who will follow through by clicking on your link.
Think about vocabulary, the tradeoff between persuasiveness and informative words, the amount of pictures and colors on your ad, etc.
Obtaining the right demographic is fundamental for your webinar team’s continued success, since a good fit between the topics you present and the audience listening to it will translate into many more repeat viewings in future presentations, while the wrong demographic will likely grow bored by the topic and won’t return in the future.
Make sure you specifically tell your audience what they will be in for after signing up. Interested people will appreciate your honesty, and those not interested wouldn’t have lasted long anyway.
Choose Your Advertising Destinations Carefully
A final consideration about your webinar’s marketing should concern the location where you advertise for your event. At first, covering as much ground as possible would seem like a good idea, but keep in mind that all advertising on third party sites will cost you.
A more precise, targeted approach will help you gain almost as many audience members for a fraction of the price.
Your main though process should be this: What does my target demographic usually do online? Is your target audience made up by young adults congregating on Facebook and Instagram, or product aficionados preferring Pinterest?
Choosing where to display your ads will ensure you get the most out of locations of interest for your audience, while minimizing the risk of potentially uninterested viewers seeing your ad and ending up on your landing page.
Structure Your Presentation With The Audience In Mind
Once you gained your attendees, your main job will be to maintain their presence throughout your webinar, ensuring they don’t leave early and that they will show up in future events.
There could be entire guides written on this point alone (and guess what- here’s one of them!) but the general rule should be to structure your webinar with your target always in mind.
This means choosing the length of your presentation (depending on your audience’s attention span), but also selecting the density of text vs images on your slideshow and the amount of direct interaction your talk will feature, as well as many other considerations.