Strategy Supercharge Your Lead Gen and Reach with Killer Webinars Mohamed Hamad Strategy 11 mins read Jan 13, 2025 Supercharge Your Lead Gen and Reach with Killer Webinars - Mohamed Hamad Table of Contents What is a webinar? Why should you be hosting webinars? Tips for choosing the perfect webinar topic Webinar promotion strategies Post-webinar strategies What’s the takeaway? Webinars are an under utilized resource you shouldn’t be leaving on the table. Hosting webinars provide you with an effective strategy for engaging directly with your audience, as well as being great for nurturing qualified leads. On top of that, they can provide you with a wellspring of content to repurpose for social media, your blog, and any other channel you market to. So, where do you start? Hosting a successful webinar takes work, but with the right planning, they can provide a high return on investment (ROI). Today we’re talking about all the benefits that you’ll get out of your webinars, as well as some tips for choosing topics, promotion strategies, and what comes after. What is a webinar? As the name implies, webinars are web-based seminars or events that allow participants to attend presentations virtually from anywhere around the world. These events transform boring presentations into real-time discussions with engaging interactive content and Q&A sessions. Common types of webinars include: Training and education: Webinars are used for employee training, customer education, and professional development. Marketing and lead generation: Companies use webinars to promote products or services, generate leads, and build brand awareness. Conferences and workshops: Webinars can replace traditional in-person conferences or workshops, offering a cost-effective and convenient alternative. Customer support: Webinars can be used for product demonstrations, troubleshooting, and customer support. How are webinars different from regular video content? While your webinars will give you lots of material to repurpose into video content down the road, there are a lot of differences between a hosted webinar and your standard YouTube video. While video content is meant to be passively viewed on-demand, either on social media or on your website, a webinar is meant to be an event that invites viewers to participate. Key characteristics of a webinar include: Live online broadcast: Webinars are typically conducted in real-time, with the presenter sharing their screen, audio, and/or video with the audience. Interactive: Attendees can participate through live chat, Q&A sessions, polls, and other interactive features, enabling two-way communication. Large audience: Webinars can accommodate hundreds or thousands of attendees, making them an effective way to reach a broad audience. Flexibility: Attendees can join from anywhere with an internet connection, using a computer, tablet, or smartphone. Recording: Many webinar platforms allow for recording and playback of the session, enabling attendees who missed the live event to access the content later. Why should you be hosting webinars? Webinars are more than just a feather in your cap—they’re lead generating powerhouses. Used effectively, they are invaluable to your digital marketing strategy. So, how exactly does your marketing benefit from hosting webinars? Increased Reach and Accessibility: Unlike in-person events, anyone with an internet connection can participate, enabling you to reach customers worldwide. Cost-Effectiveness: Hosting webinars is generally more cost-effective than traditional marketing methods as they eliminate the need for travel, venue rental, and other logistical expenses associated with physical events. Lead Generation and Nurturing: Participants often register with their contact information, allowing you to build a targeted list of qualified leads. Establishing Thought Leadership: Hosting webinars positions your business as an authority in your industry. Enhanced Engagement and Interaction: Webinars provide opportunities for real-time engagement through live Q&A sessions, polls, and discussions. Valuable Content Creation: Webinars can be recorded and repurposed into various content formats, such as blog posts, podcasts, or social media snippets. Data Insights and Analytics: Webinars offer valuable data on attendee behaviour, engagement levels, and feedback. Promotion of Products or Services: Webinars provide a platform for showcasing products or services in a persuasive manner. Tips for choosing the perfect webinar topic At the heart of hosting a successful webinar is knowing how to choose the right topic to attract and engage attendees. Thankfully, there’s more to it than just picking a topic out of a hat and hoping for the best. Below, we’ve outlined the methods and considerations necessary for choosing the perfect topic. Understand who your target audience is The first step is to identify who your target audience is and then to explore what their pain points are. For this step, you can make use of your existing market research and consumer personas to gain deeper insights into the kind of content that will resonate deeply with your existing audience, as well as draw in new consumers. Research trends and topics Your next step is to start researching topics and trends relating to your consumer pain points. With the right prompts, AI Search tools like Perplexity.ai and Google Trends can help you compile a list of trending topics and associated keywords that provides an excellent starting point for developing your webinar content. Align your knowledge with their pain points Once you have a general idea of the topics your audience is interested in, the next step is to identify the topics that you are the most knowledgeable on. Being able to speak authoritatively and passionately is the secret sauce to hosting kickass webinars. More importantly, your audience isn’t showing up just to get the kind of surface level information they could find in a basic google search. You need to find a unique angle that will speak directly to their problems and offer solutions that stick with them. Create a clear and focused topic Now that your research has given you a pool of ideas to draw from, it’s time to decide on a specific topic. You’re going to want to choose something that is focused and that you will be able to discuss in depth. Above all, you need to choose something that allows you to provide actionable insights. Whether your webinar is purely educational or meant to demo a product, your end goal is to provide value to your audience. Webinar promotion strategies One of the biggest reasons that webinars fail to perform is poor or non-existent webinar promotion strategies. Your webinar might contain the secrets to unlocking true enlightenment, but it won’t mean a thing if no one knows it’s even happening. If you want to avoid low registration or attendee drop-offs Social media tactics to increase webinar registration Social media is likely where people are going to find out that your webinar is happening. That said, simply making a couple of posts is probably not going to generate the level of awareness, let alone registration targets you’re aiming for. Along with running paid ad campaigns, here are some tactics for gaining visibility for your event: Start promoting early: the more lead time you have, the more effective your promotion strategy will be. Remember, people will need to see your ads multiple times before they convert. Create engaging visual content: use teaser videos and short clips explaining webinar benefits and create infographics tailored to each platform. Maintain a consistent posting schedule: social media content is ephemeral and can disappear from people’s feeds within hours. Posting regularly will keep your event top of mind. Use clear, compelling CTAs and CTVs: make sure your audience has a clear pathway to the registration page from social media. Track engagement metrics and adjust accordingly: this will help you understand where your promotion efforts are most effective, as well as inform promotion for future webinars. Email marketing strategies for webinar promotion For each webinar you host, you’ll want to create a dedicated, multi-stage campaign. These emails should be informative and compelling, starting with an announcement, following up with more detailed content about what to expect, as well as reminder emails and post-webinar follow up. (More on that below!) Some best practices include: Design personalized, attention-grabbing subject lines that are under 50 characters long Use mobile-friendly designs with a clear CTA Send out the initial announcement early enough to give people time to plan And send out frequent reminders leading up to the event (but not too frequently that people unsubscribe) Use personalized content and behavioural triggers to target different audience segments (Read more about email marketing.) Best practices for webinar landing page optimization Your webinar landing page serves as a centralized hub for all relevant details about your event — and most importantly, it’s where people can register for the event. That means it needs to be CRO optimized with a clear call-to-action. The following are best practices for optimizing your landing pages: Use strong, action-oriented language for your headline Make sure content is concise and free of distractions Use a prominent CTA Include visual elements like high quality images and video Embed an optimized registration form on the page Optimize for SEO Verify that your landing page is fully responsive and mobile-friendly Use countdowns and other elements to create urgency Use A/B testing to refine and improve landing page performance Post-webinar strategies The benefits of hosting a webinar don’t end once the event is over. You’ve got leads to nurture, key metrics to analyze, and a wealth of content to repurpose for months to come. Let’s go over some post-webinar strategies to get the best value out of your investment. Send out follow-up emails Sending out thank you emails to all attendees within 24 hours after a webinar has become standard practice. These emails give you the opportunity to express appreciation, and go a long way toward strengthening relationships and brand loyalty. If your webinar is part of a series, or you have something else you wish to promote, this is a good opportunity to do so. Be sure to include the link to the webinar recording and to recap key takeaways. Webinar analytics: key metrics to track and analyze Before you dive headfirst into planning your next webinar, take some time to do a postmortem on key performance metrics. Track email open rates; analyze click-through rates; measure follow-up engagement; analyze social media growth and engagement metrics. Your CRM can give you detailed and actionable insights that will help inform future webinar promotion. Repurpose webinar content for social media The best way to maximize the value of your original investment is to repurpose it into content for social media channels and your website. Both the recording of the presentation and any slides and graphics you create for it can easily be used for social posts throughout the year. Other content ideas include: Graphics with memorable quotes from speakers Social posts summarizing main points Blog post recapping the presentation Blog posts about Q&A content Podcast adaptation of the presentation With a little creativity, you can use your webinar content to bulk out your content calendar and prolong the lifespan of all created assets. What’s the takeaway? If you’re looking for a better way to improve engagement, expand your reach, and generate more high-quality leads, you should start including webinars in your marketing strategy. They’re a great way of demonstrating your brand’s value to your audience, and in return you’ll get the opportunity to engage directly with people who are most likely to convert. 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