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Webinar Promotion: 18 Effective Strategies to Market your Event

Master webinar promotion with our ultimate guide! Explore 18 strategies to effectively market your event and boost attendance.
Ortal Hadad
Content Specialist & Blog Editor
Last Updated:
December 8, 2023
Reviewed by
Ortal Hadad

Looking to grow your audience and attract more people to your next webinar? To ensure a successful webinar, an effective promotion strategy is required. Even if your webinar boasts high-quality content, it loses its impact without a steady stream of audience engagement.

With that in mind, how can you ensure that your webinar promotions achieve the desired results? The trick to successfully promoting a webinar is approaching it like any other new product or service launch. Luckily, you’ve come to the right place for some advice. 

The truth of the matter is that marketing a webinar doesn’t have to be challenging. In the following article, we will explore 20 effective webinar promotion ideas to boost engagement. 

Why should you invest in webinar promotion?

First things first, let’s talk about why you need to promote a webinar. Marketing a webinar significantly increases lead generation and conversion rates. Webinars are powerful tools that brands use to engage with their audience, leading to brand recognition. 

If you are considering promoting your webinar, there are a lot of benefits that you will reap. Here's why you should invest in webinars:

  • Lead generation:  When you invest in a webinar, you can easily reach your target customer base. By tailoring your webinar content with customer pain points and interests, you can reach potential participants who are more likely to turn into leads.
  • Build email lists: Investing in webinars will help you develop email lists. Collecting email addresses during the sign-up stage allows you to formulate future marketing campaigns and create mutual relationships with new and quality prospects.
  • Showcase your product or service: With Webinars, you can easily showcase your products and services and address typical customer pain points, which helps you build brand awareness and credibility.
  • Share knowledge: You can use the power of webinars to educate your audience about best practices, industry trends, and new technologies.

How to Promote Webinars: 20 Effective Strategies

Webinars could be the key to growing your business, so you must ensure they pack a real punch. If engagement is the aim of the game, there are plenty of approaches. Here are some strategies on how to promote webinars and generate valuable leads.

1. Target relevant keywords for your topic

Before we go any further, we need to talk about how you position your webinar. The topic must be specific to your target audience and attract attention. It should offer actionable advice to participants at a glance. When you have made your decision, you need to ensure your titles are well-researched, providing SEO-rich keywords that will help you rank high and increase conversion rates. Take your time and research the niche and keywords you need. Doing so will help you boost your Google ranking for that specific search term online. 

2. Create vibrant promotional materials 

Be sure to create eye-catching promotional materials for your webinar. You will share these across social media when you are looking for people to sign up. Use Canva or InDesign to create a banner or poster that you can share easily. Make sure that the design of this material suits your brand and your webinar while speaking directly to your audience. 

3. Offer rewards and incentives

What will your audience gain from the webinar? Aside from getting the education and information, is there something more you can offer? Look for ways to incentivize them to sign up to the event. To achieve this, you can give away free event tickets or offer early-bird discounts to all attendees. Captivated participants can turn into prospective customers. 

4. Promote it at the right time of day

Timing matters when you promote a webinar. Choosing the right time and date to promote webinars is often based on your audience preference too. You need to consider their time zones and job schedules. You will need to do some research here before you get started. Determine which days and times produce high attendance or conversion rates and tailor your timings accordingly.

5. Tailor it to your the target audience

Consider what your target audiences’ pain points are — what information do they need? It may be helpful to do some market research ahead of time. That way, you can find out what the audience is looking for in terms of education. You can use this information to ensure that your topic — and the way that you promote it — meets their immediate needs. 

6. Create a visually appealing landing page

Have you thought about creating a landing page for your webinar? It may make all of the difference. Be sure to use webinar promotion best practices when creating a landing page for your webinar. Your page should indicate the presenters, the purpose and time of the webinar, and how the webinar will be accessed. That’s the basic information. However, you should also make your website visually engaging for potential attendees. 

7. Implement a series of reminder emails

In the lead-up to the event, make sure you remind potential attendees. People often sign up to attend webinars and then forget. This can mean that your guest list is smaller than you expect. Remember to send reminder webinar emails at least two weeks in advance to maximize attendance. That's because most registrants may have forgotten all about the webinar, and this reminder helps to enhance the value you established during registration. 

While you need a series of reminders, the last two that you send are crucial. If you want to know how to promote a webinar effectively and achieve your goals, ensure you send these final email reminders. You might want to send one the day before the event and another roughly an hour before it starts. That way, your attendees won’t forget to log on and watch it.

8. Use the power of social media

There's a high chance that your audience is on to social media platforms. With that in mind, you must use these tools to remind them about your webinar. Be sure to utilize relevant hashtags and keywords on your landing page. 

One of the best places to start is LinkedIn since more than 137 million American members use the platform daily. Create a series of posts advertising your webinar for this network. If you want to increase engagement, you can run social media contents in the lead-up to your webinar. For example, you may choose to give away free tickets to your event online.

Using Riverside makes creating social media content easy. You can use the Magic Clips feature to download short snippets of your previous webinars and repurpose them on social channels. These clips may gain traction on Reels, TikTok, and YouTube Shorts. 

9. Use Google Ads and PPC campaigns

Want to supercharge your webinar promotion? If you're struggling with promoting a webinar, consider using paid media to support your organic strategies. Run PPC ads on Google for a keyword tailored to your webinar's content to drive attendance. 

10. Blog about your webinar

Creating a blog is an excellent way to promote webinars. Blog posts about your webinars help you to provide registration links to landing pages. It also helps you to add relevant calls to action (CTAs) to increase the webinar registration and conversation. Should you record your webinar with Riverside, you can download a TXT transcript after the event. You can use this as the basis of your blog by editing the text version of the event. 

11. Collaborate with influencers 

If you want to add credibility and value to your webinar, consider partnering with industry influencers. With this, you will gain exposure and significantly boost your marketing reach. 

However, it's vital to simplify everything for your partners to promote the webinar effectively. For example, you could provide them with marketing resources that they can post on their social media channels. The easier you make it for them, the more likely they are to do it.

12. Create a countdown timer and calendar

Want to build a sense of excitement in the lead-up to your webinar? You don't have to wait until the last minute to send out your webinar promotions. Instead, use countdown timers and calendars to show urgency to your attendees. This urgency encourages conversion. Potential attendees will need to make the decision to sign up quickly. 

13. Cross-promote with guest speakers or co-hosts

Hosting guest speakers on your webinar is an excellent way of increasing engagement and traffic. Most guest speakers have robust relationships with their audience, and tapping into their networks can significantly influence your audience.

14. Market on-demand webinars

Promoting a webinar should not only focus on “before the event happens”. Instead, recorded webinars should be marketed to increase your overall engagement. With this approach, people can watch and rewatch the webinar conveniently. For example, you may want to ensure that your webinar is available on YouTube or a premium website. 

15. Leverage your employees' networks

When your employees engage with your webinar, it boosts trust with your audience. Consider launching an advocacy program allowing employees to promote and share your webinar. You can create content such as carousel posts or video snippets that help employees entice their audience to increase conversion.

16. Create video clips for a smooth video experience

Using video can help your webinar reach a wider audience and drive more engagement than other forms of content. Over 90% of businesses now use video as a marketing tool. Videos help promote your narrative and can create an emotional attraction with your audience. Using Riverside Magic Clips, you can effortlessly create short-form video content. 

17. Market your webinar using web pop-ups

Use your brand website to market and generate awareness about your upcoming webinar through pop-up advertisements. Although pop-ups have a bad reputation among web users, they can effectively capture your visitors if displayed correctly. You can use these on your own website should you have one for your business, for example. 

18. Leverage attendee testimonials

Let’s say that it’s not your first time hosting a webinar. You can leverage testimonials from past attendees. One way you can build people's trust and credibility is through social proof. Use previous attendee testimonials to showcase the value of your webinars. Consider combining them with images to make it appear more human and engaging.

Best tools for promoting your webinar

We’ve talked a whole lot about how to promote webinars. However, if you don’t have the right tools in place, you may find this hard. To achieve ace results from webinars, there are some things you will need. Here are four tools to help you promote your webinars:

1. Mailchimp

Mailchimp software for webinar promotion

An email campaign is an effective tool to market your webinar. That's because people you've interacted with previously through webinars or blog subscriptions are more likely to register for your webinars than those who don't know you. You can use Mailchimp to create a newsletter series that captivates potential attendees and encourages them to sign up.

2. Riverside

Webinar recordings

Riverside can help you stream, record and promote your webinar. You can host a webinar with up to 8 participants, and 1000 audience members. With live-call ins you can keep your audience engaged and active. While you can host a webinar directly on Riverside you can also stream this to Facebook, YouTube and other social media platforms. If you record your webinar on our platform, you’ll get up to 4K video resolution, and separate tracks for audio, video and screen shares.

After recording , you can use the Magic Clips feature to promote your content effortlessly. This AI-powered feature find key moments in your recordings and turns them into short, shareable clips of your webinar that you can use for promotion. 

You can also use the Editor to fine-tune your audio and customize your recording in a few quick clicks. Trim your video with text-based editing, add captions, and customize your layout.  

From beginning to end, Riverside offers all you need for a seamless webinar experience. 

3. Wix

Wix webinar promotion platform

Landing pages are powerful and effective tools for webinar promotion. They offer a personalized experience to attendees by pooling together information in one place. This allows your audience to quickly learn about your event and take action, such as registering or buying tickets. Don’t miss out on this important promotional tool! 

If you are new to the world of web design, you can use Wix to create a simple landing page. Sign up and use the online maker to quickly and easily make your site. You only need to create a one-page website as a landing page. The platform even has “event site” templates that you can use if you need help every step of the way.

4. Facebook and LinkedIn

LinkedIn webinar promotion platform

Don’t overlook the power of Facebook and LinkedIn (and other social media platforms). The social networks come packed with extensive event-launching features that enhance the promotion of your webinar. With these features, your webinar is bound to reach a wider audience. In addition, your fans and followers can share the content with friends and other community members.

As trends in digital marketing keep evolving, new ways of webinar promotion continue to emerge. However, you need to remember to keep your audience in mind when choosing a core strategy to promote your webinar. Driving a successful webinar can take time. Using the tools that we have highlighted can help you drive registrations and increase conversions. 

Best practices when promoting a webinar

By this point, you are well-versed in how to promote a podcast. However, there are some final things that you need to keep in mind. Here are the webinar promotion best practices. 

  • Don’t forget the basics. When you’re promoting a webinar, it pays to remember the basics. Include the details people need: the topic, the importance of the topic, how to sign up, and when the event will take place. 
  • Measure your promotions. Chances are, you will be using a variety of different promotional tools. Wherever possible, measure the effectiveness of each of these approaches. This will allow you to improve and learn for your next promotional run.
  • Engage directly with your audience. Promoting a webinar is all about creating a “buzz” around it. Don’t merely post on social media and leave it at that. Instead, engage in the comments section, answer questions, and start a conversation. 

FAQs on Webinar Promotion

How should you advertise a webinar on social media?

The truth is that there are plenty of ways to advertise your webinar on social media. Video content tends to gain significant traction across platforms, such as TikTok, Facebook, LinkedIn, and Instagram. With that in mind, you may want to share videos on these platforms. You can create trailers or clips of your content using the Riverside platform. 

How long before a webinar should you advertise it?

Experts estimate that 69% of webinar registrations happen in the last week before the event. However, as a general rule, you should promote a webinar between 2-4 weeks ahead of time. Aim to create a marketing strategy that continues over this given period. 

How do you create a webinar funnel?

To create a webinar funnel, you need to map out the audience journey ahead of time. This usually starts with the promotion of your webinar, a call to action, the event, and follow-ups. Take the time to consider what steps you need to take to make your webinar a real success.

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