A webinar makes it possible to reach a segmented target group, as it is not a mass medium. Defining the target group is therefore very important. Together with setting the objectives, this is one of the foundations of the webinar. The way in which a targeted target group can be composed and the result that can be achieved with this will be explained in the next 2 points:
- Tools and points of attention when determining a specific target group
- A targeted choice for a better result
Determining the target group is best done in a structured way and in cooperation with the entire team involved in the organisation of the webinar. The table below can be used to help describe the target group as specifically and correctly as possible.
The example of an online job board that wants to support its members in their search for work and uses a webinar for this purpose is used as an illustration.
The main questions above form the basis for defining the target group. In addition there are specific questions aimed at the B2C or B2B target group. Answering all these questions provides a fully demarcated description of the target group. This helps with targeted promotion, determining the content of the webinar and the time of the broadcast. It is therefore important to carefully go through the step-by-step plan for determining the target group.
Tip: More specific B2B and B2C sample questions can be found in the step-by-step plan for determining the target group. In addition, this step-by-step plan can be filled in directly for your own use.
For webinars with commercial purposes, several buyer personas can be drawn up in addition to the table above. These are representative for the target group of the webinar and therefore offer more insight. When drawing up a buyer persona, use the ‘The Five Rings of Insight’, which provide a complete picture of the target group:
1. What are the goals and priorities;
2. What factors determine success;
3. What is the problem;
4. What is the information need;
5. What are the decision criteria.
Below is an example of a buyer persona:
Finally, make it clear to potential participants whether they belong to the target group of the webinar. This can be done in the e-mail invitation; other promotion channels may have less room for this. Therefore, always describe the target group on the landing page, because this is the place where people from every promotional channel arrive to register. Give a short and specific summary of the webinar content on the landing page that will appeal to this targeted audience. Here is a good example from RBS:
A specifically defined target group may mean fewer participants than when approaching a broader target group, but they are of better quality. These types of participants usually belong precisely to the organisation’s intended target group and are therefore more interesting.
Choosing a specific target group does not have to mean excluding another group of potentially interested people. If there is a significant split in the target group and this is relevant and possible for the topic, it can also be decided to offer the webinar several times from different angles. In the case of the vacancy website mentioned earlier, age is possibly a distinguishing factor within the target group.
By distinguishing, content can be better adapted to the specific target group, making them feel more involved. This includes the use of relevant examples that appeal to the target group’s imagination, adapting the language use to the attendees and applying interaction. It is clear that a webinar for starters can be structured differently from one for people aged 55 and over.
Addressing specific target groups requires an extra investment in time and costs, but brings other benefits besides increased engagement. In promotion, this means that people are more likely to participate in the webinar if the benefits (WIFM) of participation are specifically tailored to them. Costs are also saved in follow-up, as leads are better qualified through content and interaction such as profile enrichment polls and the survey in the webinar. This ultimately saves time and money in the more targeted follow-up. For example, addressing 50 people specifically can be much more effective than addressing 250 people globally. In short: dare to choose!