Smart businesses are quickly realizing the power of a good webinar. Marketing, sales, and customer support teams are hurrying to produce more webinar content.
This is because webinars are incredibly effective at helping businesses connect with customers and potential buyers, building partnerships, and generating leads. So the biggest question isn't usually "why?" but "what?"
What should our next webinar be about?
Finding webinar topics isn't much different from choosing your next ebook or blog post. You want to know that people are interested in the topic, and are willing to sign up.
The good news is that there are endless blog posts on virtually any topic, but webinars are still a little more rare. You can take advantage of this lack of competition to produce appealing webinars that still haven't been presented yet.
Here's are a few ways to identify the right topic to tackle in your next webinar.
We'll look shortly at ways to look to others for inspiration. But your own content can be the perfect source of ideas to begin with. And that starts with your blog.
If people are visiting a particular post, it's because it's a topic they're interested in. So it's likely that a webinar on the same subject will attract viewers.
Plus, it should be fairly easy to create since you've already done the research. We're big fans of reusing and repurposing your best content. Why create everything from scratch, when you've got good material ready to be turned into a webinar?
Just make sure to refresh it if it's an old topic. And rely on good visuals, so you'll need to include some nice images.
Another source of inspiration you should already have are the pain points you see on a regular basis. Do your prospects and customers always ask the same questions or have similar problems?
This means there's information lacking out there, and you can be the one to offer it.
These could be specific to your product, but they could also be relevant to the wider industry. In fact, you probably build your company to tackle one or several key issues. If people are still looking for solutions to these problems, you've got ideal material for your next webinar.
Common questions might include:
Be sure to check with your sales and customer support teams. They talk to customers every day, and will know the common problems that keep plaguing users.
Every industry has a few topics that keep coming up and that customers really don't understand.
In recent years, this has included topics like artificial intelligence and blockchain. These are things that everyone's heard of, but most of us don't really understand.
Which is perfect! These give you a chance to prove your company's expertise, in an area that people are desperately trying to understand. Webinars can be especially valuable for this because they let viewers ask questions, and you can present the smart people behind your innovations.
And these topics don't have to be highly technical or revolutionary. They could be new marketing strategies or sales techniques, or predictions for the retail industry this year.
This is also a great opportunity to bring in an expert or host a panel discussion. Someone with an impressive résumé who can speak authoritatively on the subject.
Just make sure that the topics are relevant to your buyers, and that you actually have something interesting to say. Jumping on a trending topic will backfire if you're out of your depth.
As you build your company, you almost certainly take inspiration from major players in your industry. These could be competitors, but may also be successful companies who've already achieved what you're hoping to.
For example, SaaS companies often look to leaders like Intercom, Stripe, or Zapier. Marketers pay close attention to HubSpot, Buffer, and Kissmetrics.
Do they keep writing about a particular topic at present? This suggests that it's important to their customers, and that there's a market for more of the same.
Look at the topics they cover regularly, and see if you have something interesting or important to add to the discussion.
Again, make sure the topics you choose suit your own audience, and don't just jump on something because Salesforce did. One of your goals should be to prove your expertise on a topic, and you can't do this if you don't have any.
We already mentioned FAQs, but this is a little different. Identify a few of your best customers - the ones you wish every buyer was like - and find out what's challenging them at the moment.
If one customer has a particular issue, it's likely that others do. And since these are you best customers, you may be able to attract more like them to your business.
Even better, see if they're willing to speak. It's a fantastic opportunity to show prospects how good your relationship is with customers, and for existing customers to feel like they're part of a community.
But you don't need to go this far. Rather, you want to know what motivates customers at the moment, and what their challenges are. You're here to solve problems, and the best way to understand those problems is to discuss them with customers.
It's not always easy to know what your likely buyers really care about. So why not ask them?
Is there someone in the industry that everyone's talking about? Even better, have they made a statement or comment that has people talking?
If Neil Patel announces that "SEO is dead" (again), take the opposite position and show viewers why you think he's wrong. Neil doesn't even need to appear in the webinar - although it's always worth asking.
There's no harm in a little healthy debate. And their name and popularity will help promote the webinar and let new viewers find you.
If you're set on having an influencer speak live on the webinar, you could let them present their big new idea to your audience. This gives them new exposure, and shows your community that you have clout.
Another approach is to team up with a company in your industry. A brand that appeals to a similar audience, but of course isn't a direct competitor.
This is great to strengthen relationships with the businesses around you, or to get to know new players in your field. At Livestorm, we try to do one every month. For example, we did this one with MadKudu (and you can still watch it on-demand!): Generating Sales Pipeline through Webinars.
This also helps to get your name in front of a new audience. When they share the webinar with their customers, this is a whole new crowd that may not previously have known about you.
And finding a good topic can be quite natural. What interests both of your audiences? Where do your products or services overlap?
Usually, finding the webinar partner is the tricky part. The topic pretty much creates itself.
Sometimes, you'll have a clear webinar focus, but not yet a full topic. You may be an expert on influencer marketing, for instance, but unsure which specific aspects you'd like to tackle in your next webinar.
You need a catchy title to get people to actually sign up.
Luckily, there are good tools available for exactly this scenario. They're most typically used for blog posts, but can work just as nicely to find webinar titles and topics.
If you're really not sure where to start for your next webinar, these tools can be a great source of ideas.
You may feel that your webinar topics have become stale. You're always talking about the same issues, and you just can't find another way to spin the same old ideas.
It's time to try a little bit harder. Look around for inspiration, and don't settle for repeating your old topics over and over.
The web is an endless source of content topics, while your own customers can tell you exactly what they want to read and watch.
A little imagination and a small amount of research are all you really need.