Are you looking to plan next year’s webinars but don’t know where to begin? Xtalks aims to guide you through the process of using your very own webinar planning template to get the year off to a great start. Using a template can help with the brainstorming process, content organization and can assist with the overall direction of your 2022 webinars. Get started by downloading the webinar planning template below and read on to get a thorough understanding on how to begin the process.
Goals and Objectives for the Webinar Planning Template
Every webinar has a goal or objective laid out before its execution. Thus, when using the webinar planning template, you should start off by defining what your business aims to gain through hosting webinars. Note down a few possible goals you are trying to achieve through your webinar marketing initiatives for 2022 in the beginning of the template. Ask yourself these questions before building your own template or filling out our sample template:
- How can webinar marketing help my 2022 business goals?
- How will running webinars in 2022 develop my brand’s unique value in the market?
- Do I have enough content to utilize when running these webinars?
- How many webinars am I aiming to run for the year?
- How much budget will I be allocating for the webinars?
In the new year ahead, learn how to generate or nurture more inbound leads for your business with webinars. Educate your audience on a topic that you are an expert in or even display a product demo for customers as well. Read more on why webinars are an important tool for brand development here. Initially, this webinar planning template will help you start with brainstorming big picture ideas and categorize the content for the entire year.
Describe the Audience Persona
Make sure to identify your audience persona within the webinar planning template in order to effectively target the right customers. Below are a few questions you could start asking yourself before you declare your target audience.
- What type of company industry does my webinar aim to bring value for?
- Will my webinar content be valuable for c-suite executives or mid level managers?
- Who are some specific professionals that will benefit from the webinar content?
- Which stage of the sales cycle does my webinar fall under? Recognition, exploration or evaluation?
Defining the audience persona may also help you decide what type of webinar speakers to feature in your presentation. Who do you think your audience would want to hear from as a trusted expert in the field? For example, if you are holding a webinar on the pediatrics assenting process then you may choose to feature regulatory affairs professionals working within the pediatrics field with sufficient years of experience.
Our sample webinar planning template has a column for audience persona. But keep in mind this can be a much larger subject matter that might need its very own template. Once you’ve outlined a general idea of who your audience is on the webinar planning template, you can also read more here on constructing a detailed buyer persona for each webinar you have for the year. Essentially, you will be fitting all your webinar planning content around the constructed buyer personas.
Confirm Topic, Title and Overall Content Direction
The content planning section is where you organize the core material for all the webinars. The webinar topic, title and content direction planning will be the most important part of your webinar planning template. The results of your webinar performance will have a lot to do with how well you articulate your webinar topics, titles and content. Moreover, how this content resonates with the intended audience.
All three aspects must be easily communicated in a captivating yet simple way. Hence create a separate column for topic, title and content direction for all your webinars in the template to better conceptualize for the year.
Keep the topic sentence short and straightforward. The topic will most likely stay the same, but titles are prone to change since you can come up with a few exemplar titles that relate to the topic and go with the best one once you start promoting your webinar. Lastly, you can have a column for specific keywords or a general webinar summary for each webinar as well.
Here is an example of a webinar Xtalks hosted with partner ICON plc which outlines their topic, title and content direction.
Topic: A discussion and overview on the advancements and ethical concerns of pediatric clinical development for World Children’s Day
Content Direction: How clinical development, the pediatric assenting process and the regulatory environment can be improved for children and their families.
Main Points (Summary)
- Discuss the improvement of clinical development for children and their families
- Discuss the regulatory environment for developing medicines for children
- How to leverage the experiences we have gained during the COVID-19 pandemic to address the need for accelerating pediatric medicines and vaccines development
- Explore the ethical concerns of the assenting process and the challenges it poses to a child’s true agreement to participate
Keywords: World Children’s Day, Pediatric Clinical Trials, Pediatric Health
Pre-Webinar Marketing Initiatives
The promotion of your webinars can be done through various different marketing channels. This section is just a matter of picking which tactics might work best. You can also add the dates that you will be sending your emails, press releases or social media posts for better long-term planning. Partnering with a webinar hosting and marketing provider such as Xtalks can help boost marketing efforts to capture a wider audience in addition to your own marketing strategies.
Post-Webinar Marketing Plan: Follow-Up Procedures
How do you plan to follow-up with your attendees after the webinar is over? It is important to decide which follow up methods you should use to make sure attendees convert.
Following up with a personalized email is an obvious approach. However, with certain types of evergreen webinars you may want to repurpose the webinar content. Recreate webinar content into blogs, social media posts, video clips, infographics, ebooks or other forms of post-webinar content.
Find ways to drive your post-webinar content across prospects that didn’t get a chance to attend. Specifically those who may find the content useful for educative or business purposes. When following up with your attendees, you can send a follow-up survey for feedback. Ask questions such as: What can be improved? What was the most informative part of the webinar?
Download our free B2B Webinar Planning Template to get started on your 2022 webinar marketing strategy by filling out the form below and subscribing to our Webinar Production Tips Blog! (We’ll send you an email to confirm your subscription).
Organization is the absolute key when it comes to webinar hosting, so it is essential to stay prepared with all organizational tools beforehand. Use our template and build on it with any other strategies that your company deems important. We hope you find the template helpful when preparing or even finalizing your yearly webinar content.
Xtalks is an expert in producing and marketing B2B webinars for the life science, medical device and food industries. If you have any questions about your next webinar marketing initiatives, please contact us for more information.