Make no mistake - the success of your webinar is directly linked to the strength of its positioning.
With so much webinar content out there competing for your audience’s attention, you need to give them a damn compelling reason to commit even a minute of their lives to your webinar. So how do you make your webinar stand out from the buffet of virtual events out there?
Position your content so that it’s so thoroughly exciting, engaging and relevant to your audience that they’ll never doubt their decision to choose your webinar over others.
If this sounds like an overwhelming task, we’ll make it simple with 2 clear positioning techniques (get your mind out of the gutter 😉 ) and how you can implement them for your next webinar👇
Finding the right positioning for your audience
1) Know exactly who you’re speaking to
You don’t need to be a psychologist or detective to really know who you’re speaking to.
There are easier and faster solutions, like crafting your webinar personas (i.e. an ideal picture of who you’d like to work with, now or in the future) by tapping into their psyche and understanding their goals, desires, fears and challenges. To achieve this, you need to be able to answer these questions about your audience:
- What are their current goals and desires?
- What problems are they currently facing in their role?
- What are their current fears?
- What are their current pain points?
- What would excite and motivate them?
Two of the most effective ways to draw out the answers to these questions is to
Ask them yourself
To get the raw data from your target audience, you can start by asking them directly. Now, you can’t just ask them straight out the gate what their deepest fears are, so choose a few smartly worded questions that’ll get you the answers you need without putting people off. Remember, they don’t know they’re being profiled, they just think they’re being helpful.
Once you’ve polished your questions nice and gently, it’s time to decide on the channels that are most likely to reach your audience. This could mean publishing your survey on social media, posting it in groups where your target audience is likely to be a member, sending out an email to your existing audience, and so on. It all depends on the best fit for your particular audience.
Consult the Sales Experts
Get curious with your sales team like you’re Oprah: frame questions well enough to gain insight into what really moves your persona to action. For example:
- What type of language and tone do they use when talking to you?
- What are they trying to achieve, and what’s holding them back from achieving this?
Another method, requiring less effort from your sales team, is to record sales calls and collect the information straight from the prospect or client, allowing you to make your own interpretation of their needs and challenges.
2) Map out your Message
Once you understand your persona to their core, it’s so much easier to craft ads and messages that feel authentic to them and stand out amongst similar webinar offers. You can sculpt your words and questions to meet their needs or solve one of their heaviest challenges. By answering your persona questions, you’ve created a solid foundation for answering your webinar positioning questions. The answers to this next set of questions will clarify the value that your audience will gain from your webinar.
However, if you want your webinar to attract more than one persona, be aware that even the strongest positioning won’t resonate with all of them. The trick is to tailor your positioning to each of your personas without veering too far from your core positioning. That way, their unique reason for attending is front and centre.
Including a page on your website for “who should attend” is no longer good enough. If your audience needs to search for a reason to attend your webinar, then they’ll simply scroll past it and sign up to a webinar that’s tailored to them.
For example, you may have 2 distinct personas - one being end users who actually use your product, and the other being C-suite executives who are far more interested in how your offer can save their business time and money. A solid solution would be to create 2 versions of a webinar landing page with distinct messaging that speaks to each persona on a deeply personal level. Any ads, social media posts, or other content related to your webinar should follow the same process of speaking specifically to each persona to keep the messaging consistent.
The Key to Webinar Positioning is Finding Out What Matters to your Audience.
Positioning your webinar requires time and effort because your audience is quick to pick up when you’re using your webinar to sell something to them. It’s about them, not you, which means it’s crucial that you get a firm grip on what they want and then give it to them in spades.