The Complete Webinar Marketing Guide: How to Make a Webinar and Make It Work for You

webinar marketing
I'm a marketing expert, a chef-in-training and a San Francisco resident. Also, I started this blog, Growth Marketing Pro and built it into a 6-figure passive income business in 18 months.
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Webinar marketing from A to Z.

In the online world, businesses and personal brands are always looking for new and innovative ways to market their offerings.

The best digital marketers stay ahead of the curve; they capitalize on moments of digital arbitrage when they exist.

Webinar marketing is now one of the most popular and effective ways to promote brands online today.

People love hearing a founder or product expert walk through their product or service, give a demonstration and respond to Q&A.

Here are some reasons why you should be interested in webinar marketing:

  • People pay attention! According to GoToWebinar, attendees don’t drop off during longer webinars. Attendees will stay for about 70% of a webinar that lasts up to 90 minutes. The average webinar attendee stays for 54 minutes!
  • 51% of traffic to a page advertising a webinar ends up signing up for the webinar!
  • The average webinar converts 19% of users. Depending on what you’re selling, this could be a lot of revenue for your business.

Plus, webinars work in nearly every industry!

See via infographic below courtesy of GoToWebinar’s 2017 report.

webinar marketing use cases

Why Webinar Marketing is So Effective

The internet is becoming increasingly video-centric as broadband internet becomes pervasive. This has caused a recent boon in the effectiveness of webinar marketing. Gone are the days of buffering, standard definition video and muffled audio.

But webinar marketing is effective for many reasons…

Boosting Your Conversions and Increasing LTV

Webinars have proven to be great tools at converting attendees into leads and customers.

If you’re interested in increasing the lifetime value of your customer (the amount of $ each customer makes you over time), you should consider webinars. The more deeply your customer understands your product or offering, the more likely they are to purchase from you one time and hopefully many more times after that!

Businesses with a high lifetime value — the same customer spends lots and lots with you — are frequently very good businesses.

Getting Attention on Your Product

Almost all ad mediums are completely saturated. You probably notice tons of advertisements on your Facebook/Instagram feed today, which detract from the experience of social media.

This is to say, it’s quite tough to get noticed in today’s internet.

Webinars are a way to set your business apart. They allow you to shine light on the best parts of your product — no quick paid ad can do this.

Engaging Your Audience

Webinar marketing is incredible at explaining your product or service. When people register to be a part of your webinar, they want to listen.

Again, they’re giving up an average of 54 minutes to hear you speak!

But even if they don’t give you that long, you can offer a ton of value to attendees by explaining your product offering, answering common questions, giving social proof of the benefit of your product and ending your webinars with Q&A sessions.

For personal brands, webinar marketing gives you time to establish yourself as a thought leader by explaining concepts to your audience and answering their questions.

87% of all the marketers who used webinars agreed that it was a boon to their marketing strategy.

How to Host a Webinar

Hosting a webinar isn’t rocket science. But doing it the first time is a little intimidating. After all, there’s a lot riding on your webinar: the respect of your customers and audience, sales and of course, your personal brand!

Fortunately, it’s not too hard.

1. Finding the Right Webinar Platform

This sounds more intimidating than it really is. There’s only a few webinar platforms worth considering. There’s even fewer if you’re a small or medium-sized business.

To be honest, I recommend WebinarJam to nearly every entrepreneur. It allows you to produce HD webinars fast, you can have far more attendees per webinar than any other software and the price is the lowest among the elite webinar softwares.

Plus, we negotiated a special $1 60 day trial.

Read Zoom vs Webex vs WebinarJam vs GoToWebinar for more information and to compare four of the largest webinar platforms.

2. Title Your Webinar

Once you have found the right software option to create the webinar, you have to come up with a name that defines the content of your webinar and sounds catchy.

Have fun. The best webinar names tell users what they will get out of it. Cite a statistic about your offering to make it even more compelling.

An example: “Learn how to increase your jewelry sales by 24% in three months.”

3. Select Hosts

Most webinar softwares will allow you to have multiple people as hosts. You don’t have to have them with you in the same room for them to host it. Hosts can be online and from different locations.

Your host(s) should be experts on your product, passionate and at least somewhat well-spoken.

4. Schedule Your Webinar

Schedule a time when you and your hosts will be available. Give yourself at least 10-12 days advance notice so that you have time to market your webinar.

According to GoToMeeting, Thursdays are the best day to schedule a webinar in order to maximize attendance and participation. Pick morning timing at around 10 or 11 am to get the most of your attendees in.

5. Market Your Webinar

What good is a webinar if nobody shows up?

Now that you have schedule the webinar and bought time for marketing, it’s time for you to start marketing.

Use your email lists, social networking profiles, blog, etc. to tell everyone about your upcoming webinar. Heck, go ahead and email people on your personal email list.

Here are some other best practices for effectively marketing your webinar.

  • Start with a Landing Page: The landing page is the place where people can come and know more about your webinar. Your landing page sends a professional image and proves your existence to the people. Of course, people will have a lot of questions about your webinar and what you will be talking about. It is best to use your landing page to answer most of their questions. One-page landing pages are the best performers when it comes to webinar promotion. Do not make your landing page too salesy. Instead, it should be more about what your audience will learn. Talk about their gain and benefit. Send them a professional thank you email after they have registered successfully. Moreover, you could create some urgency, release coupon codes, etc. to offer discounts to those who register the earliest. The good news is that nearly every webinar software can and should take you through all of this so you won’t have to do anything from scratch.
  • Use the Power of Social Media: Find creative ways to get people’s attention via social media. Use your social media accounts to build hype for your webinar and engage the potential audience. You can do things like: create polls to get people’s feedback on topics for the webinar or record and share short teaser videos of your webinar.
  • Paid Social Media: In addition to that, try to take advantage of targeted marketing on Facebook and Instagram if you have a little budget to play with. Facebook has loads of targeting options that can help you “recruit” people to your webinar. You can target based on interests, demographics, and recent online purchasing histories to know what will attract them.
  • Ask Partners to Promote Too: Ask other industry experts, small blogs and publications and even your friends or coworkers to help you promote your webinar in the week or two leading up. If you plan on having other experts on the webinar with you, make sure to ask them to activate their marketing networks, online influence, and social media presence to promote the event.
  • Use a Lead Magnet: Keep curiosity about your webinar alive in the days leading up to your webinar by offering a gift or piece of content that leaves the reader wanting more. The best lead magnets I’ve made are PDF guides that give plenty of teaser information without giving away the meat of the webinar. If successful, the reader should feel compelled to attend the webinar to find out more.

6. Prepare for Your Webinar

You must prepare for your webinar.

If you really want to offer value to your audience, it best to create a script and run through it 5+ times prior to webinar day. You want to include personal anecdotes and data points your audience won’t find anywhere else. Here’s a perfect webinar script template for free.

Also, be sure to include time for Q&A at the end. The majority of attendees want time to ask their burning questions.

If you’re nervous before you go live, this is normal. I felt knots in my stomach the first 3-5 times I hosted a webinar. I’m much smoother now than I was in the beginning. Remember: be genuine, tell stories so the audience connects with you and speak slowly, succinctly and without filler words like “um.”

If you want a sample webinar script, get it here, free.

7. Host Your Webinar

For the love of god, ensure that your internet connection is working, your attendees can hear you and all your hosts are online and ready to go.

Also, dress the part if you’re the host!

How to Pick the Right Webinar Marketing Platform

If you’re ready to dive right in, it’s important you choose the right webinar software for your needs. Read The Best Webinar Software for Each Business Type if you’re ready to choose.

We help you figure out which platform is right for your business size and needs.

But in general, you’re looking for a few key things in a platform:

  1. User-friendliness: The first thing you want in your webinar platform is user-friendliness. If you are one person taking care of everything, you want things to be straightforward. Hosting a webinar on a platform that’s a bit technical can force you to make mistakes when you go live. In simple terms, when you look at the dashboard and the tabs, everything should be self-explanatory.
  2. Branding: Let’s face it: nobody wants to see a webinar that looks like crap. It detracts from your credibility. Make sure you choose a platform that allows you to brand with your colors, logo, etc.
  3. Simultaneous Hosting: One of the things you will have to deal with when looking for the best webinar software is simultaneous video and hosting. Are you a team of experts sitting together to have a long conversation with your fans? Are you going to have multiple hosts join you from multiple locations in the world? In that case, you would want to be able to show everyone on the screen at the same time. Furthermore, you should also be able to hand over the hosting to others. Some webinars have this option and some don’t.
  4. Install vs Web: You have to make this choice after looking closely into your requirements. A web-based webinar solution does not require any installations before you can use it. One of the best things about these webinars is that they store your webinar in the cloud automatically. As a result, as soon as your webinar starts, the auto-record button presses too. I’ve found that it’s pretty annoying for your audience to have to download a software in order to watch your webinar. This is pretty annoying. Zoom and GoToWebinar both require the user to download a software to watch your webinar.
  5. Demo or Trial: Getting a feel for the software is crucial before you start using it. Most webinars now offer free trial or a demo. Look for a solution with at least two weeks of trial period. Free demos and trials let save you from surprises and shocks after spending your money.
  6. Evergreen Webinars: The best webinar software solutions have an evergreen webinar, also called an “automated” webinar solution. An automated webinar allows you to get way more out of each live webinar you conduct. Shouldn’t future audiences be able to learn from your great live webinar? Evergreen webinars allow you replay a webinar for future audiences. Some tools, like EverWebinar and EasyWebinar have great evergreen webinar options, which make replayed webinars seem like live ones! So you can make money while you sleep 🙂

I want to help you find the right platform for you. Next, is my top 5 best webinar software platforms.

Top 4 Webinar Marketing Platforms to Choose From

1. WebinarJam

image6

Webinar Jam is one of the most powerful webinar platforms out there.

It’s also one of the most affordable.

It has a suit of robust features that make it unique among webinar platforms. One of the best things about this software is that it allows six presenters to be on the screen at the same time. My favorite features include:

  • It’s so easy- it can take just 60 seconds to set up your webinar.
  • Advanced chat with moderators and private messages
  • Up to 6 co-presenters shown in one screen
  • The ability to temporarily turn the attendee into a presenter
  • Works in all browsers, OS and devices utilizing the latest web technologies
  • Can push to Youtube or Facebook Live
  • The ability to have pop-up offers mid-webinar
  • Automatically records the webinar and offers a replay to attendees.
  • The sister product, EverWebinar is an evergreen webinar solution that is absolutely perfect!
  • The price is $40/mo. You can’t beat that

I recommend WebinarJam to nearly every business size.

Get a $1 free trial with our link!

2. GetResponse

image4

They are not a webinar software company primarily.

However, for anyone who wants an affordable email marketing solution combined with webinar, GetResponse is the right pick. They have a nice integration of their platform on mobile devices as well.

You can use their platform to record and share your webinars later, giving them a reasonable evergreen webinar solution. The chat feature is there too along with interactive whiteboards!

Moreover, they have a free trial available for you to get a hang of the software. Their pricing is quite reasonable too.

I recommend GetResponse to nearly every business size.

Try GetResponse now!

3. WebEx

webex webinar marketing

WebEx is an amazing internal video conferencing tool for enterprises. In addition to that, it offers some robust webinar features. They have a wide range of features that focus on training and live interaction.

Their application is available on desktops as well as mobile devices. File sharing is one of the many strengths of WebEx.

Their platform allows you to have up to 40,000 attendees at the same time. That’s unique to WebEx, but their pricing does not reflect that.

Their premium offer costs you $69 every month with yearly billing and accommodates only 100 people.

I recommend WebEx for large, enterprise companies, hosting internal meetings.

Try WebEx now!

4. Zoom

Zoom Plans

Zoom is similar to WebEx, in that it’s a larger company tool.

You will get excellent video conferencing features with screen sharing, annotations on the screen while sharing, private and group chats, MP4 or M4A local recordings.

It is possible to create recurring meetings with the same link, so it’s very convenient for the event attendees.

Things I love:

  • Simultaneous Screen Share for several attendees
  • Free desktop and application sharing
  • Works on all platforms and devices
  • Records the complete event, including the questions asked by attendees via chat and the videos from multiple presenters and attendees that are part of the Question and Answer

However, I hate that users must download Zoom to watch the webinar!

Zoom is best for larger companies.

Try Zoom now!

Conclusion

Pick webinar topics and hosts that are attention-grabbers! Audiences want to learn, but they really want to enjoy too! Hosts should be fun to listen to, because boring speakers will send your potential subscribers away.

From one-on-one video chat to webinars, technology has come a long way to offer us what it does today. The convenience of interacting live with hundreds of people sitting in different parts of the world needs no emphasis. However, webinars are more than meetings. They are a way for you to promote your business or personal brand.

Pick your webinar topic and software wisely and you will be handsomely rewarded by hordes of engaged customers!

Again, I recommend WebinarJam to nearly every business size.

Get a $1 free trial with our link!

Disclaimer: We occasionally link to products and earn fees. We only review products we trust. And we only trust about 10.

*Articles on this blog contain affiliate links that GMP receives a small commission from at no cost to you. We only recommend tools we trust. And never ones we don't trust.


2 Comments

  • Avatar

    JB

    Hailey – do you think the market can absorb a new webinar service/tool. Thinking about launching/building one.

    Reply

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