What You Need to Know When Planning Your Webcasting Strategy
Having a well thought out and well planned webcasting strategy can set you miles apart from others who are also vying for your audience’s attention online. Here’s what you’ll need to consider when planning your webcasting strategy.
Know who your direct competitors are, especially those who also host webcasts. Know each competitor’s strengths and weaknesses as an organization and learn how you can fill in any gaps for your audience with your webcasts. For instance, if your competitors don’t offer free shipping options for their products, then you’ll want some of your webcasts to focus on the fact that you do. Or if none of your competitors conduct original research for their products or in your industry, then your webcasts can highlight original research your organization has conducted. You can use your webcasts to define your organization’s distinct voice within your industry, and to set yourself apart from the competition.
Your Target Audience
When hosting webcasts and developing your organization’s voice through them, don’t forget about your audience and who will be viewing your webcasts. You want to speak directly to them and what they care about the most. For example, you probably wouldn’t want to talk about luxury when hosting webcasts for a nonprofit that feeds malnourished children in foreign countries. And you wouldn’t want to talk about the technical components of an app to basic users who are just trying to use the app to simplify their lives.
Your Business Goals
Determine if you’re trying to capture more leads, expand awareness of your brand, engage your current audience, inform your audience, or do something else with your webcasts. Make sure you know what you want your webcasts to accomplish for your business or organization ahead of time, while you’re building your webcasting strategy. Otherwise, you may end up spending a lot of time and money creating webcasts that don’t generate any real results that you can track and measure for your organization.
How You’re Going to Track Webcast Performance
Once you determine your business goals for your webcasts, you’ll want to determine how you’re going to track them and how well they perform. For instance, will the number of times your webcasts are liked and shared be used as an indication that your webcasts are engaging your audience and yielding more leads? Are you going to use webcast attendance numbers to determine the effectiveness of your marketing efforts? What numbers or other metrics will you use to determine whether your webcasts are actually fulfilling their business goals?
Your Equipment and Resources
When planning your webcasting strategy, make sure you know what type of equipment you’ll be using and what other resources you have. For instance, you may not be able to host webcasts with crowds outside if you can’t capture audio with a more sophisticated microphone. Or you may not be able to host webcasts with actors or panelists if you don’t have someone to coordinate schedule, production times, and interviews.
How You’re Going to Gain Executive Buy-In
Your webcasting strategy will be much more successful and will be much easier to execute organization-wide if executives across your organization are on board with your webcasting strategy. Read How to Sell Webcasting to the C-Suite to learn more about gaining executive buy-in for your webcasting strategy.
Be sure you know the items listed above when planning your webcasting strategy if you want it to be successful.