Here’s a sample webinar series management process that applies in many situations. Remember, even if your audience is an internal or captive audience, such as employees, many of these marketing strategies can be applied to get their attention and increase attendance at your training series.
- Design the Webinar Series on Paper – the more thought put into the design of the webinar series before you start, the greater likelihood you will identify successful criteria, winning elements and key risks. This extra planning should pay off many times over as your series becomes a reality
- Promote and Run Your Pilot Webinar – a webinar series that works will typically have great success early on, so put your best foot forward early.
- Use Results of the Pilot Program to Refine Programs –your first webinar may fall short of expectations in many areas but still launch a series that can achieve your objectives. The key is to identify and begin fixing weaknesses in time for the next webinar.
- Create the Rest of Your Webinar Calendar – create a list of webinar topics and dates – also known as the webinar calendar – for the initial three to six months of the series. While many of the details of each event may change, you will at least have a roadmap the help manage and promote your future webinars.
- Market Your Events – the specific marketing plan you use for both promotion and conversion of registration can have up to a 500% greater impact on attendance. And yes, the actual invitation words do matter, including your course titles benefits of attending.
- Execute Events on the Series – take pains that the webinar is well-managed and what is outlined on paper is well executed. The best webinar producers know they are “only as good as their last event.” Remember to record the webinars and market them as part of your series plan. Track the combined number of attendees and recording viewers, which should trend toward your total number of total registrations for the live webinar.
- Adjust Major Series Elements after Each Webinar – watch how the webinars are trending and compare events in the series against each other. Analyze key components of the webinars like lists and media used, popularity of speakers and topics with a given audience, open rates of email invitations, the number of registrants and attendees and follow-up actions taken by registrants.
- Execute Follow-up and Monitor Metrics – the further away you move from a webinar, the more the true picture comes into focus. Many average webinar series just lack a basic attendee follow-up plan to make them above average.
- Periodically Check-In with Series Objectives, Adjust as Needed – don’t forget to check periodically to see how the series is doing against both public and internal objectives. Make any adjustments to ensure overall success for the series with both of these objectives.