Webinar Marketing 101: Promote Through Email, Your Website, Social Media, and Ads

Once you’ve put the work into creating an awesome webinar, you’re going to want to get it in front of anyone who can benefit from it.

Promote Your Webinar with Email

A survey of 165,000 webinars showed that about 60% of webinar registrations come from email marketing.

Invite people to register.

A week before your webinar launch date, tell people what you’re going to talk about and why it’s important, and invite them to register.

  • Start with an attention-grabbing headline. “10 Ways to _____”, “How To _____”, and “_____ 101” are all great starter headlines. 
  • In the body of your email, list five benefits of joining the webinar. Bullets are a great way to keep this information concise.
  • In a paragraph, tell your audience why you believe you can help them on the webinar. If you have an expert guest speaker joining you on the webinar, introduce them and give some information about their experience.
  • Of course, end with the date and time that your webinar launches and share a link to register.
  • Consider adding a countdown timer with a deadline to register for the webinar.
MarketingMentors.com recommends inviting your email list to register for the webinar a total of three times.
MarketingMentors.com recommends inviting your email list to register for the webinar a total of three times.

Send at least two follow-up emails.

After your first email, you have a choice to either continue with a full email sequence or send a couple abbreviated reminders within your regular emails.

If you want to send a few more dedicated emails, try this email sequence.

  • A few days before your webinar, share the highlights that people will learn and tease some of the giveaways (PDF’s or templates) that you’ll share with attendees. Give your attendees an ICS calendar invite and specifically ask people to “add this webinar to your calendar.”
  • One hour before your webinar, remind people that it’s going live in one hour, invite them to join you, and recap why they’ll want to watch.
  • The day after your webinar launches, share a live replay with your email list.
  • One week after your webinar launches, send one last email. Give your email list a summary of the key points, similar to the notes they might have taken if they had watched the webinar live. Give them a link where they can watch the replay, and let them know about the free bonus they can get if they watch.

Avoid spam and keep your subscribers happy.

The downside to sending a long email sequence is that you risk losing subscribers. If you’re concerned about this, you can try just slipping a few follow-up reminders into the postscript on some of your regular newsletters. The first postscript can remind them of the upcoming webinar, and the other can share the replay.

One upside to using evergreen webinars instead of “one-off” live webinars is that it isn’t really vital for your subscribers to attend on any particular date. While it’s still nice to promote a new webinar when it first goes live, you don’t have to worry about getting everyone to sign up for one event. Your ongoing web traffic will provide a steady stream of viewers that will be more valuable in the long run.

Advertise on Your Website

Why advertise on other platforms if you can advertise to your own audience? Usually your conversion rate will be higher on your own website because your visitors are already familiar with you or because they chose to click onto one of your articles in the first place.

As a bonus, even if someone registers for your webinar and doesn’t attend, you’ll still have collected their email address.

Advertise in your header and footer.

Add a HelloBar to the top of your site, bottom of your site, or both. Try writing copy like this: “Learn how to _____ on our upcoming webinar. Register Now!”

Add a HelloBar to your website to promote an important offer like a webinar.
You can add a HelloBar to your website to promote an important offer like a webinar.

Advertise on your blog.

You can write a blog post about your webinar in order to promote the webinar to your readers and people who might find your blog post after searching Google for your topic.

In addition you can promote your webinar in a sidebar next to your blog posts, or in a block below all of your blog posts. To do this, create a single graphic, add a headline and two sentences detailing the benefits of watching the webinar, and include a simple “Register Today” button.

Create a blog post about your webinar like this one, and consider adding a sidebar throughout your blog to promote your webinar.
Create a blog post about your webinar like this one, and consider adding a sidebar throughout your blog to promote your webinar.

Add exit-intent popups.

An exit-intent popup appears when a user is about to leave your website. This is a highly effective tool to give users something compelling to keep them on your site before they choose to leave.

You can set up an exit-intent popup like this one to appear only when a user moves to leave your website.

Feature your webinar on your homepage.

Link to your webinar from your homepage. For an added boost when you first launch, you might consider making the webinar promotion the first thing people see on your homepage.

For best results, include a video to introduce people to your presenters, give your audience a sneak peak at what they’ll learn, and assures everyone that the webinar will be worth their time. If you’re short on resources, you can simply record a 1-2 minute video with your smartphone.

In the video below, Wipster and Impact demonstrate how to promote your webinar in a visually engaging way with video.

Store webinars on a resource hub.

Ideally you want people to be able to discover your webinars long after you create them so that more people can learn from them and ultimately buy the products they promote.

A great way to accomplish this is to create a resource hub on your website where people can find all of your webinars in one place. Vidyard offers a resource hub where users can filter by topic and type (including guide, report, video, video book, or webinar).

If you create multiple webinars, consider featuring them on a resource hub on your website.
If you create multiple webinars, consider featuring them on a resource hub on your website.

Create a Registration Landing Page

A webinar registration landing page will enable your attendees to learn about and register for your webinar.

Include webinar landing page key elements.

A typical webinar landing page will include:

  • an attention-getter along and the webinar title
  • a story about the system you’re promoting or background information on the presenters
  • testimonials, especially screenshots of what customers are saying
  • a video to establish a personal connection with your audience
  • basic info (who, what, where, when, and why)
  • a call-to-action (CTA), possibly with a ticking clock to urge people to register soon
UPS boosts credibility by highlighting the titles of their webinar presenters.
UPS boosts credibility by highlighting the titles of their webinar presenters.

Emphasize credibility and takeaways.

Don’t forget to highlight two essentials: why people should listen to you and what they will be able to do after listening to you.

Hubspot and Dropbox bullet four specific takeaways that attendees will learn.

Highlight a unique selling proposition.

There are a lot of webinars competing for attention, especially in some spaces like online marketing, health products, personal coaching. To differentiate yourself, decide on a unique selling proposition that will motivate people to attend your webinar.

Kickoff Labs offered a unique selling proposition by promising to review attendees' landing pages live on their webinar.
Kickoff Labs used their landing page to promote a unique selling proposition. They offered to review attendees' landing pages live on their webinar.

Choose a landing page template.

The easiest way to build a landing page is to see what landing page templates your webinar software offers. Most of the time, there is a great template that will suit your business and offer.

For more examples of webinar landing pages, check out “8 Great Webinar Landing Page Examples & What They Did Right.”

Most webinar software offers free templates to help you quickly and easily launch a webinar registration page.

Promote on Social Media

Share your registration page.

Share a link to register for your webinar on your Facebook, LinkedIn, Twitter, or wherever your followers hang out online. If you can, pin the post to the top of your page so that more people discover it.

Tweet about your webinar with a unique webinar hashtag.

If you made a 1-2 minute long video for your website to promote the webinar, share the same video on social media along with a quick blurb about what people will learn in the webinar.

Invite your social media audience to register for your webinar with a simple, clear message, a link, a few hashtags, and a graphic or video.
Invite your social media audience to register for your webinar with a simple, clear message, a link, a few hashtags, and a graphic or video.

Share clips of your webinar.

Most people aren’t going to register just because you shared a link to a registration page.

Try cutting 5-minute videos sourced form your webinar and share those bite-sized videos on Facebook, LinkedIn, and YouTube. Five minutes is a perfect increment since it will stay within LinkedIn’s video length limitations. It’s short enough for people to digest on social media without feeling overwhelmed. Finally, it gives your audience teases that will entice them to register to see the full webinar.

Work with influencers.

You can define an influencer as someone who has a social following an order of magnitude larger than yours. For a small business, an influencer might be someone with 3,000 Facebook followers. For a larger business, an influencer might have 2 million. Either way, the important idea is that working with an influencer exposes you to a broader audience that you would otherwise have.

If you don’t have a large social following, reach out to someone who does and pitch partnering on the webinar. You can offer a flat fee, split sales commission, or something else of mutual benefit.

As part of a partnerships agreement, you webinar partner can deliver the webinar alongside you or as a featured guest. They can also share the webinar with their email list and social media followers.

If an influencer isn’t interested in partnering with you, ask if they would be interested in doing an interview with you. You can record the interview on Zoom and share it on social media. The key to getting interviews is to invite your guests to talk about something they’re passionate about. (Inviting them to share their services with your audience at the end of the interview doesn’t hurt either.) At the end of the interview, you can edit in a promotion for your upcoming webinar and link to it in your video description.

Offer a joint venture program.

If you have employees or a few close friends in your industry, you can ask them to share your webinar. You can even consider creating a joint-venture program, so that people who share your webinar with their audience can get a commission from any sales generated from their referrals.

While joint venture programs can be powerful, they’re probably not a great fit for businesses that are just starting out with webinars. Usually joint venture partners will only be attracted to joint ventures when you have a proven conversion rate, a high ticket product, and sales momentum. Overall, joint ventures tend to work best for taking a proven webinar to the next level.

Use Guerrilla Marketing Tactics

Maybe you don’t have a large email list, your site doesn’t generate much traffic, and your social media following isn’t really established either?

It’s ok! You can still succeed with your webinar. You will have to do more legwork though.

Play Video

Following are outreach techniques that aren’t necessarily scalable but will help you get your first 10 webinar attendees.

Tweet your webinar to individuals.

Personally tweet to people who engage with you on Twitter. Go through all of your followers, as well as everyone who has favorited or retweeted your posts, and tweet something like this to them: “Hey Brian, I’d love to see you at my webinar on Saturday. It might be right up your alley based on the articles you’ve favorited! I’ll be teaching about _____. Check it out if you’re interested!”

Post to Facebook groups.

Get input from Facebook groups. Post to private Facebook groups in your industry to ask if group members have any tips to improve your webinar title or registration page.

Answer questions online.

Answer questions on social media. Search Facebook groups, Quora, and Reddit for people asking questions related to  your topic. Answer their questions. Then, at the bottom of your answer, mention that you’re doing a webinar on the same topic and invite them to join you on it. (Just be careful of any group-specific rules against self promotion. Ask a group admin if in doubt.)

Privately message your followers.

Privately message your most engaged Facebook, Linkedin, or Instagram followers to let them know about the free webinar. In your message, personally ask for their input on what they’d like to learn. If they respond, thank them for their feedback. Then either incorporate their suggestions into your webinar or respond in a private message with some advice on the topic they brought up. Next, ask them if they could help you out by inviting 3-5 friends to the webinar.

Consider Advertising Your Webinar

If you need results fast and you’d rather spend some cash instead of pursuing more time-intensive marketing techniques, then it might make sense to advertise to get people to sign up for your webinar.

Run Facebook Ads.

Most webinar hosts who run ads use Facebook for its advanced targeting capabilities. If you’re considering running Facebook ads for your webinar, follow these quick tips to get the best results.

  • Pick at pain points.
  • Talk about your solution.
  • Show your personality.
  • Tell your success story.
  • Emphasize the word “free.”

Before boosting your social media posts, consider measuring how your webinar performs. Can you count on 20% of your guests converting into customers? How much revenue does this generate?

Once you know how well your webinar performs, you can decide what you want to bid on social media platforms to bring in new registrants. Bear in mind though that “cold traffic” from social media is probably not going to be as receptive to buying as people who’ve been following you for a long time. You might have to adjust your revenue estimates and your ad budget accordingly.

For details on how to run Facebook Ads to get people to sign up for your webinar, check out WordStream’s guide, “3 Tips for Using Facebook Ads to Drive Webinar Registrations.”

Run Google Ads.

You can also run a Google Ad for a long-tail search term that aligns with your webinar topic. If you narrow in on a very specific keyword phrase, there likely won’t be a lot of people searching for it, but the ones who are should be attracted to click through to your registration page. For details on how to use Google Ads to increase webinar attendance, Tony Capetola wrote a useful guide, “Drive More Webinar Registrations with Solid PPC Campaign Management.”

Track your webinar signups based on ad spend with Google Ads and Google Analytics.

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