Marketing a Webinar: 11 Ways to Effectively Do So

By Indeed Editorial Team

Published May 17, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

For many professionals, hosting a webinar can give you the chance to showcase your expertise in a particular industry or specific subject. Because attendees take action to sign up for your webinar, it's usually easier to convert those individuals to the products or services you're selling in your webinar, get them to sign up for additional courses or establish brand awareness. When you want to teach people, develop a more personal connection with your typical audience or have exclusive content to share, a webinar can be a great way to do so.

In this article, we describe what marketing a webinar means and provide a list of ways you can market a webinar to get more attendees.

Related: How To Give a Great Business Presentation

What does marketing a webinar mean?

To market a webinar means to use certain techniques and strategies to try to get more people to attend your online presentation. Many individuals who host webinars do so to educate their audience about a specific topic, increase brand awareness or sell a line of products, so marketing your webinar is an important step in achieving the goals of your webinar. The more you're able to market to the right audience and reach the people who would be interested in the content you're sharing, the more sign-ups you may receive.

Related: A Guide To Strategic Marketing Plans (With Tips)

11 ways to effectively market a webinar

Explore this list of the different ways you may choose to market your webinar to achieve the goals you've set for your presentation:

1. Plan well

There's more to hosting a webinar than setting up camera equipment and sharing your presentation with attendees. It's also important to plan well by selecting the best day and time for your webinar, brainstorming all the topics you'll cover to make sure your webinar is as helpful or interesting as possible and deciding which channels you'll use to market your webinar. Because of the logistics that go into creating and hosting a webinar, consider creating a checklist to stay focused and monitor your progress, making sure you don't miss a crucial step in remaining organized.

2. Stay consistent

Consistent messaging, no matter which channels you use to market your webinar, can help your potential audience members connect all the ways you've marketed your presentation and can encourage them to take the necessary action to sign up for your webinar. Create graphics you can share through email, social media, search engine advertisements and more, and ensure that the tone of your messaging is on-brand and appealing to your target audience. Consider ways you can make your creative compelling and engaging to viewers.

3. Perform A/B testing

Even though your messaging should be consistent, it's important to A/B test your approach. A/B testing is the method of creating two variations of your messaging and sharing each with part of your target audience to figure out which will work best for your needs. You can test things like the title of your advertisement or subject line of your email, marketing channels, call-to-action language, ad format, graphics and different days of the week, among other factors. Completing A/B testing usually gives you a better idea of what approach will motivate action from most of your target audience.

Related: What Is A/B Testing and How Is It Used in Marketing?

4. Create a promotional video

In many cases, video performs better for conversions and impressions than text-only content, images or curated graphics. This means that your video content is likely to entice a user to sign up for your webinar or, at the very least, video usually receives more views than other forms of content. If possible, create a teaser video sharing the topics you're discussing in the webinar, who would benefit and why they should consider joining. You can later post your video on popular video platforms and share it across various social media networks for more views.

Related: The Definitive Guide To Video Marketing

5. Write a blog post

The blog on your website is a valuable place to share details of your webinar. Search engines regularly share blog posts in results listings because blogs are content-rich, so you may realize the added bonus of reaching individuals who are simply performing an online search for topics your webinar will cover.

You can also use your blog post to share more details about the webinar that you may not be able to fit in a standard online advertising format. Consider enabling comments on your blog posts so readers can ask questions about the webinar and you can address their inquiries with a reply of your own.

6. Utilize social media

Social media platforms can be powerful tools to share updates about your company, sell your products, engage with your followers and entice your target audience to sign up for your webinar. You can create consistent content on social media, utilizing the appropriate platforms depending on who you want to attend your webinar. For example, if your webinar is most appropriate for business professionals, you may choose to share the details of your webinar on a social media platform where most of these individuals interact.

On social media, you can share video, create advertisements or build an event page where you invite people to join and encourage them to share the event page with others who may want to learn more about the webinar.

Related: Creating a Successful Social Media Marketing Strategy

7. Create an email series

An email series is a sequence of emails you send to a group of email subscribers with an intended purpose. For a webinar, you may send the first email of your series to certain subscribers a couple of weeks before the webinar's date as an initial invitation. This email can include details of your webinar, including when it is and the topic you're discussing.

Then, one week before the webinar, consider sending another email reminding recipients of your upcoming webinar. Because some may have registered from your initial email, explore email segmentation and consider sending one email to remind registrants of the webinar and send another to those who did not yet sign up, reminding them that there's still time to do so. Your email series can also include a post-webinar thank you where you ask for feedback or request another call to action that supports your webinar's goals.

Related: How To Write an Effective Sales Email

8. Utilize your email signature

If you send a lot of business emails, consider including a brief line about your webinar and a link to join in your email signature. This can be helpful for sales prospects, business clients and more, and can help you increase the number of people attending your webinar. Including your webinar details in your email signature is a soft sales practice because it's a way to share what you're offering without having to employ overarching sales strategies.

Related: What Is Suggestive Selling? 6 Techniques To Use

9. Install an opt-in form

Especially if your website gets a fair amount of visitors every day, think about installing an opt-in form within your content pages or along your sidebar to encourage webinar sign-ups. You can even include a link to your blog post where visitors who aren't sure if the webinar is for them can learn more about it. Contemplate installing your opt-in form or inserting your link as soon as you have details of the webinar so you can give yourself more time to receive sign-ups.

10. Partner with a promoter

A promoter can help you reach a wide audience of people who may find value in your webinar. While you may have to pay some promoters as a form of advertising, others may want to share your webinar details because doing so is valuable content for them and their audience. Another way to use promoters is by asking if you can guest post on their website, which can help you reach parts of your target audience who may not have otherwise found out about you, your business or the webinar you're hosting.

11. Ask your team to help

Each person on your team probably has a unique network of individuals with who they interact online and in person. Especially if your business has spoken about employee advocacy before and you have loyal employees who want to share great things your organization is doing, consider asking your team for their help with promoting the webinar. They can share the webinar link on their personal social media pages, email it to people they know or even post the details in any groups or forums they are a part of.

Employee advocacy helps contribute to greater reach for your webinar, and it's likely you'll get higher engagement on your webinar pages too.

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