Kick Start Your Webinars – 4 Factors That Affect the Health of Your Webinar Program

The economy is down.  Your association has either cancelled your annual conference or has a realized attendance decline of 30+%.  From speaking with associations small and large, from coast to coast, I’ve realized that this is a real scenario in 2009 and potentially into the near future.  Many associations have turned to webinars.  They have either been running them for years (as is true with the Association of Fundraising Professionals – https://afp.bostonconferencing.com, whom we work with) and decided to increase the volume of webinars they host OR they may have just begun to adopt webinars (as is true with the Associated Builders and Contractor, Inc. – https://abc.bcconf.com, whom we have helped to launch a new series of monthly webinars this year) and are integrating them into their meetings and professional development for the first time.

Let me be the first to say, Webinars are not new! They have been in existence for over 10 years and whether your organization has 8 years of webinar experience under your belt or has just begun your foray into webinars this year, here are 4 Factors that will affect the health of your webinar program:

1. Webinar Frequency & Schedule – A set webinar schedule is not for every organization, but it is something to strongly consider.  We see many associations who have their entire next calendar year of webinars planned and scheduled by September.  That way people can plan for their webinars at the beginning of the year and plan their schedule around them.  Your Takeaway – Whatever the frequency of your webinars may be, the key is to maintain that frequency so people come to rely on and expect your webinars.
2. Webinar Timeliness  (Make a HOT TOPIC Webinar Available) – In many industries these are very important, as some topics or initiatives come up and a webinar is a great way to present on them.  If you can find a good combination of frequent webinars and ad hoc webinars, that may be a great fit.  Your Takeaway – As the trusted source of information within your industry, you should always be searching out critical topics and be ready to host a webinar on those topics.
3. Marketing Efforts – The best call to action to foster registration for a webinar is via a dedicated email blast about the webinar –and not just 1.  Send at minimum 2 and hopefully 3.  Different from a plug in a newsletter and/or website banner about the event (both of which are good compliments to the dedicated email), the dedicated email is the most effective way to promote a webinar.  You have to make it clear and simple, avoid clutter and too many calls to action.  Give people a visible place to click and register for the webinar.  Your Takeaway – Plan on distributing at least 2 dedicated emails for every webinar you host.
4. Integration – Too many organizations have their webinars in one place, their podcasts in another and their social media networks scattered all over the place.  However the most successful organizations have adopted Knowledge Communities.
   Definition – A knowledge community brings together your education and online learning content (ie. live webinars, archived webinars, webcasts, podcasts etc.) and social media presence, displaying it all side by side.  Someone can read your blog, see your last tweet, follow you on Facebook, watch your YouTube channel, register for a live webinar and submit online continuing education credit ALL IN THE SAME PLACE! Your Takeaway – In today’s learning environment you should consider the integration of your online learning with your social media to enhance the learning experience and drive your community.