Episode 6- Frequency and Cadence
In E5 we discussed strategically setting up your webinar for success. Before we go any further, I want to catch you up,
· We’ve assumed you have a website, and other social presence that is found in searching various platforms.
· E2 & E3 I discussed researching and deciding on a CRM package to operate on so you can track sign ups, follow ups and more. Hopefully one that integrates with your website.
· E4 was about establishing the goals and objectives of having a webinar
· And last week’s E5 was strategically thinking about stepping your audience into and through your offerings.
Today’s episode- number 6-
Now that we know what we’re trying to accomplish, we need to think about frequency and cadence. To that end,
· Is this part of a series? And I should’ve touched on this last episode as part of goals and objectives, but a series, to me is more of the “Final deliverable”. That is, if we’re looking to monetize, the series would the money engine.
· Will this be a ONE-TIME webinar?
· Will this exact webinar be repeated at some regular cadence (weekly, monthly, quarterly, etc?)
· Will this exact webinar be repeated at some infrequent cadence?
Obviously, the more often you repeat the “same” webinar (with appropriate edits for clarity or timeliness) the better it will be! I’ve mentioned a client that I do two webinars for every week. While the purpose and objective doesn’t change, we tweak the webinar every week, if only to keep it fresh for us! But we always work to find time appropriate collateral for the slides.
So what about the “how often” thing? There’s no one right answer. But budget is one huge factor. If you only have the budget to produce and hold one, you hold one and work to get the sales to do another.
What about advertising/marketing the event. I’d make each event stand out separately. That is, I’d advise against letting it be known that you’ll do this say, every week. It takes the immediacy out of the energy driving the event. When people know they can just grab the next one, it’s harder to build this one.
Better to market for individual events, even where you know you’ll be doing them on a pre-planned basis.
The frequency may also be decided by capacity. Not only in the ability to hold the webinar and all that entails, but in the demand it’s creating.
If you’re selling a book that’s already published or a course that is automatically delivered on your site, and/or something that requires little/no work on your part, not a big deal.
But say you’re building your coaching business. You likely only have so many hours a week you can coach! There, do you work to be on the edge of overfilling your capacity and or create a waiting list?
Be careful with all this, however. Once you have people thinking about your solution, it’s not too hard for them to also think about and search out other solutions.
Another related question here is how quickly you content will expire? Are you solving an important problem, yet limited in the need for a solution? Or is the problem societal or endemic? This will help drive your “how often” decision.
If this is your webinar-based course being offered, most of the steps are the same, but now you’ll be planning content out for the duration of your modules.
And you’ll want to be sure to keep pumping content into your social channels to drive the next offering!
So your homework this time it to make decisions on frequency and cadence!
Would love to hear your questions and comments!
Next episode: Invites and managing (especially when you don’t have a large following).
This series is for smaller organizations and soloprenuers that may not be tech savvy, don’t know all the steps, or don’t WANT to know all the steps.
Over the series, I’m going to lead you through the significant decisions and capabilities you’ll need to “Zoom to Webinar Success!”
As always, if you need help now, don’t hesitate to reach out at TheWebinarPro.com
Thank you for listening!
Can we help you create & produce an awesome webinar or event?
Editor’s Note: This was originally posted as a “Grants Voice” post before we split the brands.