How to Promote a Webinar Online

You’re putting together the perfect webinar — you have a trending topic selected and reputable guest speakers lined up. You just need to figure out how to promote your webinar to make it a success.

Driving webinar registrations can be incredibly hard. Even if you get good numbers, the difference between the people who actually show up versus those who signed up can be huge.

To run a successful webinar that not only drives registrations but actually gets people to attend it and stay till the end, you will have to stay on top of the best webinar promotion tips.

In this post, we’ll look at 15 ways to promote your webinar — from automated email campaigns to collaborating with influencers — and how to make the most out of each one of them.


1 Create a Landing Page for Your Webinar

Like product launch campaigns, webinar promotions may also start with a landing page that lets people know exactly what’s coming, what it offers, and when to expect further details.

You want to get as specific as you can, so that your readers can understand the value proposition of your webinar clearly and why they should even care.

You need to design top-quality landing pages that entice users to take the desired action. This goes much deeper than making your pages easy to navigate and keeping them in sync with your brand. You must know exactly what makes your prospective attendees take action and what makes them abandon your page.

For example, take a look at this landing page from Tailwind. It clearly highlights the value proposition of the webinar, communicates exactly what attendees will learn, introduces the speaker, and even places two call-to-action buttons in bold colors that instantly draw the attention of the reader.

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Use analytics to see what’s been working for your landing pages in the past, measure the CTR for different campaigns you ran and optimize your page accordingly. Once you think your page is ready, start an A/B test. This will help you identify what your readers like and what makes them register for your webinar.


2 Use a Countdown Timer and Calendar Feature

Your webinar is happening then, but you are sending out your promotional content now. By highlighting this gap in time, you can communicate urgency to your prospective attendees.

When people feel a sense of urgency, they’re more likely to make decisions quickly. This is not just a marketing tactic but has been actually proven by human psychology. By adding a countdown timer to your webinar promotional content, you can let your prospective attendees know exactly how long they have to take action.

Further, when you give an add-to-calendar feature to your audience, you can ensure that your attendees actually show up. It helps people quickly add the event to their own calendar and allows them to set up their own reminders.

In the example below from Moosend, the add-to-calendar feature and countdown timer are both placed in the email to create urgency.

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3 Place a Compelling CTA on Your Homepage

When promoting a webinar, people often overlook one of the main organic channels that could drive a substantial number of registrations — their website.

While you may be placing a CTA button in your email campaigns or your social posts, it’s equally important, if not more, to place a compelling CTA button on your homepage.

Your CTA button should be designed in a way that encourages prospective attendees to click. Take a look at the CTA button on Airtable’s homepage, and notice how the red color and the copy stands out clearly.

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4 Use an Exit-Intent Pop-Up

Exit-intent pop-ups are quite powerful when it comes to increasing conversions. And if you have noticed that you have a high bounce rate on your webinar landing page, take that as your cue to install an exit pop-up on your website.

Successful marketers know that timing is very critical — exit intent pop-ups should be carefully used at the optimum time and you need to make sure that you aren’t rushing people into your pop-up.

Remember, you will be targeting people who are about to leave your site, so you need your exit pop-up to immediately draw attention to the offer you’re giving to them. Also, the desired action should require very little effort from them.

By giving them an “Add-to-calendar” feature or a 1-click sign-up button, you can make it easier and quicker for prospective attendees to register for your webinar.

Take a look at this pop-up from SEJ which allows website visitors to reserve their seats for the webinar easily.


5 Create an Automated Email Campaign

It’s no secret that customers today engage with more relevant and tailored messaging. Automated email campaigns help marketers deliver personalized content, rather than just mass emails with broad messaging.

You can create an automated email campaign based on a user’s behavior, previous interactions with your brand, and their progress in your customer journey.

For instance, you can set up triggers in your email campaign for people who have already signed up for your webinar and need specific details about the event.

Here’s what an automated webinar email campaign could look like:

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Similarly, you can segment users who haven’t yet signed up and need more information like guest speakers, social proof and registration information.

In this way, you can segment your subscriber list based on what’s most important to your particular audience. This helps you not only drive webinar registrations but also build relationships with your subscribers and show that you genuinely care about their interests.


6 Tap Into Your Social Network’s Audience

Social media is often an untapped opportunity for webinar promotions. Your social media followers might have a few of your loyal brand advocates or even raving fans – and you should leverage this to generate social proof!

When you bring industry experts, happy customers, guest speakers, and your employees together to promote your webinar on social media, you can easily drive registrations for your upcoming webinar.

  • LinkedIn: Request your guest speakers to record a small video where they touch base on the topic of the webinar or give a sneak peek to your followers. You can also create audiograms, use polls, branded hashtags, and ask your employees to re-share your company posts. Take a look at how Marketo promoted their webinar on LinkedIn.

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  • Twitter: Ask your most loyal customers and guest speakers to tweet about your upcoming webinar to create hype around it.
  • Groups and Forums: If you’re an active member of any group or forum, consider posting about your upcoming webinar. If you don’t want to be spammy, try engaging with other group members’ posts that are relevant to your webinar and talk about how you’re genuinely trying to solve a pain point/offering a solution.


7 Ask Guest Speakers to Promote Your Webinar

Partnering with your guest speakers to advertise your webinar is a relatable, and organic way to drive engagement and traffic. That’s because they generally have strong resonance and genuine relationship with their audience.

So, instead of running paid ads on social media feeds, you can tap into your guest speakers’ networks to influence their audience.

In the example below, Kathryn E. Strachan, a guest speaker on a Semrush webinar, shares the registration link on her LinkedIn feed for her followers.

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One of the biggest reasons why this tactic works so well is the fact that your guest speakers want to ensure a virtual room full of attendees who are interested in listening and learning from them.

  • LinkedIn Live: Videos tend to garner more engagement as compared to text-based posts and images. So consider doing a quick live Q&A session with your guest speakers where they can interact with your audience in real-time, share insights about the upcoming webinar, and focus on “why” people should sign up for it.
  • Email Lists: Create a small blurb promoting your webinar and send it to your guest speakers so they can easily copy-paste it in HTML form in their newsletter to make sure it stays on brand.
  • Social Media: You can also create custom social media collaterals for your guest speakers to share on their social media handles.


8 Collaborate With Partner Companies

Co-marketing is an effective way for you to promote your webinar as it allows brands to boost awareness, tap into different markets, and expand their reach. The easiest way to leverage co-marketing is to collaborate with companies directly for collaterals like social posts, blogs, and newsletters.

To ensure a smooth co-marketing campaign, you need to select the companies that align with your goals and values. This means, you need to ensure that your partner’s audience is a good fit for your webinar – and would be interested in not only attending the webinar but taking the desired action (e.g., sign up for a demo, upgrade their account, integrate with X tool, etc).

Here is an example of a blog post from PandaDoc on HubSpot’s blog. You could co-create a blog post, social post, newsletter, ebook, video or even a thread on Twitter to promote your webinar.


9 Use Retargeting Ads

If someone doesn’t register for your webinar, it doesn’t necessarily mean that they are not interested. Research shows that only 2% of web traffic converts on their first visit.

By using retargeting ads, you can effectively target relevant audiences who have previously engaged with your content and provide personalized content that delivers value to them.

To start with, divide your entire audience into different stages depending on how likely they are to convert.

For example, if a first-time visitor lands on your webinar’s landing page, include links to your blog posts to convince them more about the topic of discussion in the webinar. Collect their email addresses and give them tons of free value — such as a webinar, a case study, an ebook or a video.


10 Collaborate With Influencers

Collaborating with the right influencers in your industry will help you grab the attention of your potential webinar attendees and win their trust. Not only this, influencer marketing offers a high ROI, which makes it a great webinar promotion strategy.

According to statistics, every dollar spent on an influencer marketing campaign yields a $6.5 return on investment. Moreover, nearly 60% of marketers intend to increase their influencer marketing budget in the next year.

The best part about influencer marketing is that you don’t have to worry about finding and targeting the right audience.

B2B influencers aren’t restricted to social media platforms and blogs, you could collaborate with a lot of different creators on different platforms such as:

  • Podcasters
  • Thought leaders
  • Authors
  • Keynote speakers
  • Entrepreneurs
  • Researchers


11 Leverage Your Employees’ Networks

When your employees vouch for the value and authenticity of your content, it helps build trust with your audience. It’s not only an effective webinar promotion strategy but a great support system that can help you improve your business outcome.

Consider launching an employee advocacy program and push highly relevant content to some of your employees. Let’s say, for example, you ask 500 of your employees — each with a minimum of 30 acquaintances — to promote your webinar.

Even if only 40% of your employees engage with their connections, you’ll have an audience of 12,000 potential webinar attendees. And when your employees promote your webinar, people in their network are more likely to engage and convert.

For a successful advocacy program, it’s important to make it easy for employees to share relevant content. As you roll out your webinar promotion strategy, design a curated content strategy that ensures relevant content for your employees’ networks.

You can create different types of content such as carousel posts on social media, quotes, video snippets, audiograms, and more creatives that help them entice their audience.

Here’s a quick look at what this might look like in action:

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12 Write a Blog Post Around Your Webinar

No webinar is truly standalone content. It’s often part of a larger event marketing campaign — brand awareness, lead generation, upselling, cross-selling or referral programs. Consequently, one of the biggest challenges marketers face when promoting a webinar is communicating the bigger picture to attendees.

By creating a high intent blog post around your webinar, you can drive the point home of how this webinar is related to your audience and why they should attend it.

Blog posts provide better context and relevance that helps your audience see the bigger picture at a glance. Presented in the right way, they can nudge your audience to make decisions like signing up for a webinar.

A good way to write a compelling blog post around your webinar is to create an outline that highlights the “why” and “how” around your topic.

For instance, if your webinar’s topic is “How mobile companies use first-party data”, talk about “recent changes in first-party app data”, “how successful brands are using it”, and more in your content.

It’s also a good idea to get some quotes from your guest speakers. This way, you can give your audience a sneak peek into your webinar and help them understand its value.


13 Promote On-Demand Webinars

Promoting a webinar shouldn’t just be restricted to “before” the event actually happens. With a recent report indicating that virtual attendees rates have reduced from 70% to 35-40% in the past two years, it’s important for marketing teams to consider post-event promotions to drive engagement.

Data shows that 94% of webinars are made available on-demand after the live event ends and nearly 68% of attendees rewatch content from events they have attended.

So, even after a webinar ends, it still holds tons of potential to attract and engage an audience. That’s because it gives people the ability to watch and rewatch content at their convenient time and place.

Once you record your webinar, create a strategy that uses your key marketing channels to promote the webinar. Who is our audience? What topic interests them? What are the best channels to reach them?

Once you have a good understanding of your audience, channels, topics and user behavior, you can use channels such as LinkedIn, Facebook, Twitter and existing email databases to promote your webinar.

For example, you could send an email campaign with 2-3 emails to all registrants and use subject lines such as “We missed you!”, “X attendees, here’s what you missed” and embed video snippets in your emails. This way, you can communicate the value of what they missed and what they can expect in the on-demand webinar.

Take a look at this email from ON24 that was sent to the people who registered for the webinar but didn’t attend. It includes a quick recap of the webinar and also lets the subscribers know that they can now easily watch it anywhere anytime.

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14 Create Online Ads

By running paid ads to promote your webinar, you can bring in additional ROI for your business. Compared to other marketing tactics, paid ads provide direct and more convenient access to your targeted audience.

The key here is to run highly specific targeted display and social ads. Use granular audience targeting to reach people based on demographics, industry, role, interests and more.

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15 Offer Incentives and Rewards to Attendees

Not everyone is going to jump at the chance to register for your webinar, so you can offer incentives like a free trial or a discount to visitors. Getting registrations for your webinar is really a two-part formula:

A valuable incentive + easy registration opportunities = large webinar registrations

You may be promoting your webinar via newsletters, social posts, blogs, landing pages and even videos, but it’s unlikely people will act without a valuable incentive. There are many ways in which you can offer an incentive for people to sign up for your webinar.

For example, if you are a B2B SaaS organization with a marketing automation tool, you can offer a free trial of your premium features to your webinar attendees. The key is to pick out incentives and rewards that your attendees find useful.

Further, you need to make it super easy for people to register for your webinar and access their incentives as well. Whether it’s by adding a CTA in your social posts that directly book a slot in their calendar, or integrating a countdown timer with a CTA in your emails — make sure people can quickly sign up for your webinar.


Promote Your Webinar the Right Way

When it comes to webinar promotion tips, it’s important to take a holistic approach that covers different marketing channels and helps you cast a wider net.

You can put together a great webinar promotion strategy if you follow these marketing tactics. If you’re looking for a tool that can help you create a webinar easily, Samandishe is a powerful platform that comes with a variety of features to help you kick-start your webinar creation journey quickly.

Use our presentation software to put together an engaging webinar slide deck, play around with the infographic maker to create visually appealing infographics to use in your webinars or develop interactive full-page experiences.

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