Why I’m Thrilled that Webinar Attendance Is Down – And What To Do About It (Part 2 – A Framework for Delivering On-Demand Content)

In part 1 of this post I discussed areas to work on to improve webinar attendance. In this post I’ll outline an approach to use to compliment your webinar strategy and take advantage of the growing preference for on-demand content vs. live content.

To explain this will go back to a marketing classic – AIDA – Attention, Interest, Desire, Action.

And to set this up you’ll need a framework that will serve as the underpinning for this program:

  • Identify the most severe pain/problem/issue that an aspect of your solution addresses
  • Create five best practices or insights that advise a prospect on how to address this pain – these insights CANNOT mention your product or service in any way
  • Align each of those best practices to a specific differentiator in your product (doesn’t necessarily need to be a competitor differentiator, could just be a differentiator vs. the status quo)

And with this, we create a on-demand program framework:

  • Attention - Outreach via multiple channels pinging against the pain or issue (e.g. marketing emails, sales emails, social media posts, influencer mentions, text ads, banner ads, website promotion) – links to Landing Page
  • Interest - The landing page starts by stating the Problem or Issue, and then shares the five best practices as insights one can follow to address the problem. There is a Call to Action – a content download (e.g. eGuide) to cover the topic in more depth… there is also a “fast track” conversion e.g. Speak to a Specialist to move the prospect directly to Sales.
  • Desire - After registering for this content, the prospect will receive a series of nurture emails. These emails will take 1-2 of the best practices and map them to how the solution delivers on that best practice -- looking to cement the connection in the prospect’s mind for how this product/service will help them address that core issue.  
  • Action – The emails will offer up to reply and/or a landing page to schedule a conversation with a specialist and/or evaluate the product depending on the preferred buying process.

Unlike a point-in-time webinar, this model is  an “always-on”, evergreen program that you can invest more or less in over time depending on the success that it drives and the relevance of the pain/topic. You can setup multiple programs like this pinging on different pains and see which performs better.

The framework of the pain - best practice / insight - mapped to solution will also make an impactful visual infographic to supplement the program. 

And this story around best practices to address the problem/issue can also be delivered as a live webinar, just without putting all of your eggs in that live webinar basket like you may have in the past. And so we go full circle because to make the most of that live webinar, check out Part 1 of this post if you haven’t already.