Guide to Webinar Marketing: What It Is, How To Use It and Tips

What is webinar marketing? Webinar marketing is an inexpensive way to engage an interested audience in your product or service online in real time. As people interact with the landing page used to promote the webinar, they then become part of your marketing automation and CRM platforms.

Digital Marketing Strategies in 2021 UVM Webinar

What are the benefits of using webinar marketing?

Here are some benefits of using webinar marketing:

What is webinar marketing?

A webinar is an online seminar in which a presenter uses video and audio and other attendees can respond, interact, and ask questions. Marketers can connect with customers through webinars to build brand awareness, disseminate details about a new product, address a pressing issue or event, or start a new campaign. Webinars typically give the audience information about the product or industry, as well as occasionally monetary value in the form of a product sample or coupon.

A webinar can provide information on any subject pertinent to your business or product, from fresh trends or methods to how to use a particular product. Although it might contain a sales pitch, a webinar’s main objective is to enlighten viewers and raise awareness of the brand. Customers may be more likely to buy a brand’s product or service later on if they believe they have received something worthwhile from it.

Who can use webinars?

Since webinars are merely a medium and not a message, they may be beneficial for marketing professionals across a variety of industries. Marketers may use webinars to present new information, show off a new product, or discuss the state of the market. The only prerequisite for webinars is technical proficiency; an expert must have an internet connection and a computer with a microphone and a camera in order to host a webinar.

For instance, a marketer might use a webinar to demonstrate a new feature or product that their business has just released. They can present to many people at once during a webinar, and clients can ask questions right away. A marketer who works for a business that creates SaaS or other subscription-based products or cloud-based products may use a webinar to address typical issues or challenges, invest in client relationships, and improve the brand’s reputation for customer service.

How to create a webinar

Follow these steps to create your own webinar:

1. Find your topic

You might elaborate on a subject you previously covered in a blog post or email, especially if it resulted in a lot of website clicks. Your customer service team might have ideas for tutorials or topics for frequently asked questions. You could host a webinar about the similarities, differences, and capabilities of your various products or tiers if customers have questions.

If you are launching a new business or trying to establish a web presence for an existing one, you might think about the subject matter experts you have on staff and what quick informational topics they could present. Consider how you could approach those problems in a novel and distinctive way by reviewing the content created by comparable businesses or by participating in their webinars.

2. Schedule the webinar

Consider what length might be best for your webinar. Most webinars last an hour or less, with the majority of the time dedicated to a presentation and a brief question and answer session following. When choosing the length of the event, consider how much value you can add in a longer webinar while balancing convenience.

When choosing a date and time for your webinar, take into account the time zones your customers are in as well as when they might want to attend. If you sell products to businesses, the workday may be preferable. If you sell to individuals, however, you might want to think about an evening or lunchtime webinar. If your customer base is dispersed across a large area, you might offer additional webinars or record your webinar and make it available for customers to watch at any time on your website.

3. Promote the webinar

Create a catchy name for your webinar, then use an eye-catching design in your marketing materials and advertisements. To make it simple for customers to connect the webinar with your product, it’s a good idea to keep this content consistent with the rest of your brand. Regular marketing materials, such as emails and social media posts, can contain these graphics and information about the event. You might also think about posting reminders periodically up until the event.

4. Build the webinar

Because the webinar is a virtual presentation, you can craft it to sound like a polished, natural speech. Your objectives are to demonstrate to customers how your product can assist them in resolving a problem or addressing an issue. Your webinar could be set up like a narrative, with the problem, the setting, and the solution all being presented in roughly chronological order. Alternatively, you could opt for a more conventional presentation format, in which you would give a summary of your content in the introduction, a detailed explanation in the body, and a final summary in the conclusion.

To keep your audience’s interest, you can use visual aids, humor, or surprises. To make your webinar more interactive, you might occasionally offer the audience the chance to ask questions or take polls. Without requiring a specific script, making an outline beforehand can help you remember to include all the necessary information.

5. Practice your presentation

Make sure your technology can meet your needs and that you feel at ease in the digital presentation environment before going live. By practicing the presentation beforehand, you can ensure that you are familiar with the commands if you’re using screen sharing or slides. Additionally, practicing your presentation can make you feel more at ease during the actual webinar.

You can add value to your webinar by including high-quality audio and video for potential clients. You could also seek assistance from the IT department if you feel uncomfortable using your own equipment to enhance the stream’s technical quality.

6. Deliver your webinar

Similar to preparing for a live presentation, you can do the same for your webinar. Before you begin, make sure you have all the necessary supplies. You might invite a coworker to attend so they can alert you to any technical issues and offer helpful criticism. Maintaining a confident and educational tone can help your audience feel at ease and solidify your position as an authority on your subject, while your enthusiasm and energy can make your webinar more enjoyable.

7. Maintain connections

You can send an email to all participants after your webinar to provide additional details, a summary of the webinar, or a reminder of any coupons or discounts you provided. In these emails, you can also advertise your product or raise interest in upcoming webinars. By promoting the webinar on social media, you give your audience another opportunity to get in touch with you and provide feedback that you can use to make your future events better.

Tips for using webinars

Here are some ideas to keep in mind before starting your own webinar:

Pitch gently

Since the webinars’ primary objective is to benefit attendees, mention your product occasionally rather than frequently as you would in a pushy sales pitch. Customers can independently comprehend the value of your product as you discuss market challenges and how your product can help address them.

Include an incentive

You could give attendees of the webinar a coupon or a free gift. By mentioning this in your marketing materials, you can get people to sign up for the webinar. If you intend to create a series of webinars, you might think about giving gifts that get better with time or follow a set pattern.

Give your audience unique value

A webinar’s low cost and interactive format make it a good place to test out novel ideas to engage your audience. Think about the advantages you and your business can provide attendees. This can include personal stories, new formats and unusual topics. Attendees are more likely to remember and refer others to your webinar if it stands out.


Can webinar be a marketing strategy?

Consequently, developing a webinar marketing strategy is one of the most well-liked ways to share your expertise with your prospects. 49% of marketers polled by Wyzowl research reported hosting or attending a webinar. Also, 87% found it to be an extremely efficient strategy.

How do webinars help marketing?

More than ever, webinars are an effective tool for marketers to raise brand awareness, position their company as a thought leader, increase sales and/or subscriptions, educate consumers, and give them a chance to repurpose content.

Is a webinar a type of content marketing?

Webinars are a particularly effective content marketing channel. This was demonstrated in the most recent State of Webinars report from ClickMeeting.

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