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How to Choose Your Webinar Topic

How to choose a great webinar topic that will provide value to your audience.

GETTING STARTED WITH WEBINAR

The perfect webinar can drive traffic to your site, win new customers and build your reputation in your industry. The most successful webinars inform and engage audiences, generate buzz, increase signups, and provide real value to attendees.

If you're ready to host a webinar, you must first decide on your target audience. Once you’ve identified who you're teaching, choose a great webinar topic that will impart authoritative information on pain points, needs, or skills that would be of value to that target audience. These five tips can help you choose the top webinar topics that will inform and engage your audience.

 

1. Streamline the teaching of internal processes

While many people think of a webinar as a great opportunity for outreach, using webinars for training is also a popular tactic. This is especially true to facilitate training for remote employees who may not be able to gather in a single physical location easily. Training webinars save a company with remote workers not only travel costs but also save travel time and a loss of productivity. Plus, you can run the training once and have the recording on hand for future employees until updates are needed.

Identify any internal pain points that come up often and that are affecting productivity, and use your findings to create a webinar that addresses the need and provides a solution. Consider these examples:

 

  • Make a list of the most common questions and challenges faced by your employees. Determine the most pressing issue and design your topic around it. For example, if your employees struggle with your time tracking system, create a webinar to streamline that aspect of onboarding. This approach could produce a webinar series, with each episode designed to address a specific staff training need. Schedule a future webinar that will serve as a FAQ, and make it easy to access on demand.

  • Every new hire needs to follow the same onboarding process. Streamline this task and provide for any required training sessions with an evergreen webinar designed for new hire orientation.

  • Identify inconsistencies in your vendor onboarding process. Use your findings to create a comprehensive training webinar that defines and explains best practices and adherence to guidelines that you expect from your partners.

  • Bonus: Completed webinars can be transcribed and serve as a companion to written training instructions.

 

2. Target your company's sales needs

Sales and marketing webinars are among the most popular types of webinars, geared for the dual role of education and conversion. Webinar titles that convert can be created in collaboration with your sales and marketing department using proven data and a webinar content strategy that falls in line with other sales and branding materials. Lean on your data analytics team to identify webinar topics that sell.

Make a list of the day-to-day requirements of your marketing and sales departments and create a webinar that caters to those needs. For example:

  • Every marketing department needs to track prospective leads and potential customers. Hot B2B leads seeking additional information are prime audiences for product-specific webinar topics. These topic ideas can also provide talking points to help attendees make a case to their superiors for purchasing your product or service.

  • Consider pain points in the sales funnel that your team continuously runs up against. If prospective buyers tend to stall at the same point in the funnel, you can create a webinar that helps clarify the value and advantages of a product or service at that sales stage. Focusing on an overlooked buyer persona, for example, can help provide the push needed to move to the next step in the purchasing process. 

  • Convert your webinar content into short snippets for use as a marketing strategy on sales channels. A webinar is worth more than the sum of its parts. Design your webinar to include callouts that can be isolated and converted to use on social media. 

  

3. Tackle customer needs

Your customers have needs that extend beyond pre-sales help and information. Ask your customer service department to help identify webinar themes that center around post-sale customer needs. For example, the perfect topic could be a how-to webinar that takes them through the setup of a product. 

You can also create a webinar content outline to include within an order confirmation email. Link to the full webinar recording, so new users can review the proper setup and use of their purchase. 

Customer needs vary depending on what your organization offers. These examples can help you choose a topic that best supports your needs:

 

  • Identify the most common issues encountered by your customer service department and create a webinar to address the most pressing issue, or several related issues. More complex queries can be answered in a single customer webinar that includes step-by-step instructions and visual aids. 

  • Create a webinar that highlights any benefits of your product that can improve customer experience (CX). Maybe your product has multiple uses, or your service includes assets that aren’t being taken advantage of by customers. Webinars that highlight the many ways your product or service provides added value to the customer will enhance CX and encourage repeat business.

  • If a blog post generates a continual flow of additional questions, the perfect topic for an upcoming webinar could be a presentation that addresses one or more of those questions. 

 

4. Repurpose existing materials

Knowing how to create webinar content from existing assets can allow you to generate webinars more frequently.  Almost anything can be converted into a webinar for visual effect—top webinar tips include looking at blog posts, training manuals, and eBooks. 

Likewise, once you’ve created a webinar, you can reverse engineer the process. Use your transcripts, slide images, and user-generated content from your Q&A to create valuable materials like white papers, downloadable tips sheets, a blog or blog series, and FAQs.

 

5. Focus on industry trends

If your industry is relevant to a wider trend, find a way to convey that in a webinar format. Examples include:

  • An event that affects your industry.
    For example, let’s say your company provides financial planning services for SMBs, and a tax law changes that affects small businesses and their ability to take advantage of certain deductions. A webinar that lays out the new regulation in a clear, easy-to-understand way and clarifies how it will affect your target audience would be topical. 

    Before opening up the Q&A session, explain how your services include optimizing small business accounting practices to minimize tax liability and how a financial planner can help save money each year by reducing their taxes. Questions that arise during this session could also spur additional informational webinars or other informational materials targeting this audience.


  • A trending seasonal topic.
    Webinar script examples that tie into real-time trends can include topics such as an approaching holiday. If your company sells travel insurance packages, consider leading with a title that focuses on ethical travel, inexpensive travel, or traveling with kids. 

    Present different scenarios where a holiday trip might go awry, but travel insurance can save the day. A trending topic like this can attract a lot of attention by simultaneously highlighting specific needs or risks and offering a viable solution in the form of a travel insurance policy.
     

When choosing webinar topics for business, remember that you’re seeking to provide value to the target audience in exchange for their investment of time taking part in the webinar. As with any other kind of content, your webinar should answer a question, meet a need, or clarify an area where there is confusion. Follow these guidelines for choosing webinar topics and you should be able to attract and engage with your target audiences. The result is a better educated and more involved workforce, customer base, and partner or vendor chain.  

FAQs

Get answers to all of your webinar questions.

How long should a webinar be?
While there are no specifications for how long a webinar should be, most webinars are around 30 minutes to one hour long. The best webinars include time to interact with attendees via surveys or a question and answer session. If webinars are used for training purposes, they may last longer than an hour. The key is to engage and interact with your audience, regardless of the length of the webinar.
How do I record a webinar?
To record a webinar with GoToWebinar, simply hit the Start Recording button on your organizer control panel. If you want, you can also customize your recording settings beforehand by selecting View and then Recording. This will open up your recording pane where you can . click Settings and adjust your audio and video options. Be sure to save your settings! Step by Step detail can be found here.
What equipment do I need to run a webinar?
In order to hold an effective webinar, you’ll want the following equipment:
  • A device that can connect to the internet. A laptop, desktop or tablet will work.
  • Audio input (a headset is best, but your device’s built-in microphone will also work)
  • Webcam (if you’d like to do a video broadcast)
What is GoToWebinar?
GoToWebinar is an easy-to-use solution that enables businesses and sole proprietors to easily host webinars. GoToWebinar has a number of use cases and innovative features that enable rich and engaging webinars for connecting customers to brands.
How much does a webinar cost?
The cost of a webinar is minimal. With Wi-Fi now available in almost all parts of the world, webinar attendees can connect with little to no cost. The main expense for a webinar host is the purchase of a webinar solution and any necessary hardware. That said, many effective webinars can be held using existing computer or laptop hardware. Find our more about pricing and plans on GoToWebinar pricing page
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