Due to COVID in 2020, a lot of companies faced a situation when planned in-person marketing activities like conferences and events got canceled. During this time, we decided to organize webinars for the Mira community as an experiment and replacement for these lost “live events”.
Over the past year, this has grown into regular monthly webinars as well as an incredible marketing channel - in this post, we will explore the processes we follow to choose topics, find relevant speakers and organize and promote each event.
Initially, we planned online events to better educate our current customers - the idea was that fertility treatment centers were shut down and the webinars would be a way to support them and answer questions using a live format.
However, we saw a big interest from not only our customers but also from people who were interested in the fertility topic in general. Their feedback encouraged us to continue with webinars and expand both our topics and viewership.
One of the latest webinars that we’ve held is “How to Increase Your Sex Drive While TTC”.
Read on to find out more about some specific steps that we took to plan, organize, and present this topic.
Finding an appealing topic was key - we were not alone in our decision to move events online and faced competition from inside and outside of our industry.
In order to stand out, we landed on this formula to pick a topic:
Here’s how these factors were taken into consideration when working on the webinar “How to Increase Your Sex Drive While TTC”:
When looking for a speaker, the easiest way is to leverage existing partnerships with your experts or brand ambassadors. We’ve found doctor influencers - popular health experts on social media – to be the best option as they have their own community which can also bring a lot of interest to the event.
You’re also able to tie webinars and events into your contract or add it as a nice bonus for kicking off-brand ambassador’s collaboration. Ideally that a speaker knows a product well, uses it, and can share its benefits in their own words.
We already had a partnership with Kela Smith, CEO and program director of the Hormone Puzzle Society, a woman’s health hub for fertility, hormones, coaching. Even better was that our CEO, Sylvia Kang, was a speaker on Kela's podcast so it was easy to invite her to host the webinar.
It’s important to note that one of the biggest appeals for experts interested in doing online events is the business development aspect. We give our speakers the ability to promote their services or products during our events and across our marketing channels so that they can increase their brand’s awareness and performance as well.
Finding the right tech stack, as well as the processes and sequences of what needs to happen when was the most challenging aspect of getting this up and running.
Here’s what’s working for us now:
After using Zoom for previous live events, we needed something that was a bit more funnel- and engagement-friendly.
We settled on Demio, which made it easy for us to create a registration page, email notifications, automated event alerts, and a robust chat function to host polls and questions during the event.
However, there are a few downsides when compared to Zoom:
We got around these by uploading a recording to our social media after the event, as well as hosting replays somewhere that offered better analytics.
This was easy - most people are going to have the equipment needed to run a live stream. In our case we used:
We chose 1 pm ET on Wednesday as we found that between 11 am - 5 pm on Tuesday - Thursday usually works best for our primary US audience.
When you put so much effort into organizing a webinar, the most important and challenging part is getting people registered. In the past, we have experimented with Eventbrite, Meetup, and Facebook events, but none of these really delivered for our audience.
For this webinar, we chose to:
All of these steps helped us attract more than 1200 registrants!
Anyone who has ever run a live event knows that registrations do not equal engaged viewers! We’ve found that teasing unique freebies only available during the event is a great way to boost attendees and we’re usually fortunate enough to offer items from our presenter(s) as well.
Engagement is also important during the event and we use a few tactics to keep viewers interacting and paying attention via the live chat:
Finally, make sure to create and send an event survey the day after the webinar to understand any issues regarding time, topic, or presentation.
After running more than 10 events and analyzing the failures and successes of each, we came up with a checklist that describes every step needed to organize a great webinar.
We now rely on this checklist as a template - it helps not to forget anything and use previous key learnings.
Running a live event or webinar is a tremendous project and after 10+ events we’ve seen some pretty incredible growth in our KPIs:
By Katherin Sakovich and Valerie Bystrova from Mira, a D2C femtech company that makes it easy for women to monitor hormones, predict ovulation, and track their fertile window.
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