Things to Consider When Selecting a Webinar Topic.
By Ayandola Ayanleke
One of the ways to increase traffic to your website and increase sales and conversion is through webinars. However, if not done properly, it can be counterproductive. Your webinars can either establish or destroy your brand’s credibility, so while webinars are effective, they can also be quite tricky, especially if you pick the wrong webinar topic. Don’t be scared though; choosing the right webinar topics is doable and that’s what we will be addressing in this article; the things to consider when selecting a webinar topic.
The End Goal of the Webinar
According to the legendary Myles Munroe, “when the purpose is not known, abuse is inevitable.” You should have a goal you are trying to achieve with your webinar. Are you trying to sell a product or service or are you trying to establish yourself or business as an industry leader? The end goal will determine the topic you settle for because the topic will order the content of the webinar and the content of the webinar should achieve your goal.
You might want to have a chat with your sales team for this. You can get a lot of insight from the challenges they face in scoring new leads. These roadblocks can inspire the webinar topics to get more sales or make their job easier in scoring new clients. Also, they are usually in direct contact with the customers and so, they are familiar with the challenges of the customers. The recurring concern from them can form the idea for a webinar topic.
Current Industry Trends
You can use industry trends in two ways; it is either you get inspiration for topics from what is going on in your industry or you get the industry trends to expand on it or to find a gap that you can fill. In the first instance, there is really nothing new anymore per se; most things are considered new not because they never existed but because they are done differently. So, you can use what your competitors are teaching, what others are saying in your industry to form your topics. You just have to do it tastefully and creatively. Now, we are not saying copy and paste what has been done; we are saying get ideas but address it in your own way.
On the other hand, you can do some industry research and fill up an existing gap in your industry. You might not even know or acknowledge the lacuna before your research. But when you see a recurring theme and an area that is important but neglected, you can decide to focus on that for your webinar.
Past Webinar Topics
Very similar to the above, but in this case, you are working on what you have done before. You can go back to your archive for popular webinar topics; popular in the sense of customer favourites. And update on what you have previously done. Besides that, you can use popular blogposts or ebooks to create webinar topics.
Ask your customer service team as well as the sales team for some recurring questions from customers across all platforms. If it is recurring, it shows it is something you need to address, and this can form the basis of a webinar. Customers will appreciate contents that address their concerns more.
If you don’t know what you are talking about, why should you be trusted to provide quality goods or services? While nobody is expecting you to be an expert in all aspects of your industry, it is expected that you choose a webinar topic where you have expertise. Remember what we said about credibility; knowing what you are talking about determines it. While you will do further research when preparing for the webinar, you should choose topics that you can normally teach if you were still unprepared.
In conclusion, choosing a webinar topic is sensitive and if you want to establish and keep your credibility, you need to pay better attention to the topics you select for your webinars.