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One of the keys to a successful webinar presentation is to identify the needs of your audience. While it’s important to deliver high-quality content in an educational and entertaining way, you will lose your audience if they can’t relate to the product. This means that all your hard work and preparation will be lost because the needs of your audience aren’t met.

There is no doubt that webinars are fantastic tools for reaching a wide audience. They allow you to showcase your product and generate more leads. The best way of leveraging the interest of your audience into making more sales is to identify the needs of your audience.

In this article, you will learn how to identify what your audience is looking for from your webinar presentation. You will also find out why this is important.

 

The Needs of your Audience

First of all, you need to know and identify why your audience attends your webinar. Generally, webinars can be broken down into a few categories:

  • Training webinar. These are great for new customers who want to know more about using the product. This increases the value of your product and may be just what your audience needs.
  • Educational webinar. Educational webinars can be used for both new and existing customers to educate them on a topic related to your business. These shouldn’t be used to hard sell products as this isn’t the reason the audience signed up for the webinar.
  • Sales webinar. If you decide to hold a webinar to showcase our new products, your audience already knows that your goal is to sell your product. You can use these webinars to highlight the benefits of your product and answer you customer’s questions.

Therefore, it’s important to know why your audience has signed up for your webinar and deliver the type of content that they expect.

How to Identify the Needs of your Audience

When preparing content for your webinar, you should also identify their specific needs. To do this your webinar has to do 3 things:

  • Provide answers to their questions.
  • Solve problems that they face.
  • Help them to carry out their work better.

To goal is to discover exactly what your audience wants. Here are some ways that you can do this.

 

Identify their demographics

In order for you to target your audience and meet their needs, you have to find out what are their demographics. When you prepare content to match up perfectly with your audience, your webinar will have the greatest impact. So, take into account factors like their age, income, occupation, and education status.

 

Identify challenges they face

The products that sell best are the ones that solve the challenges faced by your audience. Try to identify as many ways as possible to show how your product provides solutions to problems. To do this, you need to use your unique selling proposition to set your product apart from your competitors’.

 

Use surveys

Surveys are great ways to find out the needs of your audience. Of course, you could use your own polls and surveys. However, you can also search online to find out what surveys are saying about your audience’s needs. So, look through online newspapers, magazines, and anywhere else on the internet that discusses topics related to your product.

 

Social networks

Social networks are one of the best ways to find out the latest buzz words to identify the needs of your audience. Very often, social networks give great signals on what your target audience is interested in. It’s a good idea to follow other industry leaders to find out what they are talking about and how their audience communicates.

You can also check out hashtags that leaders in your industry are using and build your webinar presentation around conversations that are taking place on Twitter. Alternatively, you could check out Facebook pages to see what customers need.

 

Support forums

Forums that offer support for products and answer industry-related questions are also are a great way to identify needs of your audience. You can use these forums to identify the problems faced by customers using similar products. If you notice that many are facing similar problems that aren’t being addressed, you could use this information to tailor your next webinar presentation to your audience’s needs.

 

Use keyword research

Another way to identify the needs of your audience for webinar presentation is to carry out keyword research. Keyword research can help you identify current trends in your industry and discover more long-tail keywords that you can base your webinars on. Usually, long keyword phrases give a good indication as to what your audience is looking for and what their needs are.

Posted by Jarek Wasielewski

Jarek is the Content Manager at ClickMeeting. He is responsible for providing educational contents for current and prospective users.