How to Optimise and Promote a Webinar to Earn Leads

optimise promote webinar leads feature

Webinars, or seminars on the web, have never been more popular. This is largely thanks to companies cutting down on transport costs and wanting to reduce their overall carbon footprint, as well as the coronavirus pandemic forcing all kinds of work and meetings online.

These internet days, webinars encompass everything from seminars to general video conferencing, web meetings, collaboration tasks and more.

There’s little — it seems — that can’t be done with a good webinar session, and increasingly, it’s becoming part of companies’ digital marketing arsenal.

Webinars are a great way to increase your authority, boost your brand and attract new business since they allow you to position yourself as a leader in your sector and an expert on a topic.

Webinars can be used to generate highly qualified leads because attendees will usually provide detailed information about themselves when signing up for one. In addition, webinars don’t take much time or effort and cost hardly anything.

So you can forget about budgeting many thousands for that hotel function room, dinner and drinks, as well as travel and accommodation costs — all you need is your laptop, some presentation software and a list of people to invite.

But to attract those all-important attendees, you need to promote your webinar, or the effort could fall flat and you’ll end up with few or no leads at all.

Let’s look at how to promote a webinar.

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How to Promote a Webinar the Easy and Effective Way

The Best Time to Host a Webinar

When you’re thinking about organising a webinar, there is a fundamental aspect to consider: the date and time that you’ll hold it.

People, even working from home, are busy and have all kinds of tasks and meetings that can’t easily be rescheduled just because they might like to attend an interesting webinar.

So if you schedule your brilliant webinar without considering the optimal day and hour, you could get a disappointing amount of registrations and only a handful of people turning up, instead of hundreds or even thousands (Zoom Video Webinar allows up to 10,000 attendees, although that’s for view-only, so they can’t take part in discussions).


When the best time is to schedule your webinar depends on who you ask. According to LiveWebinar, which bills itself as the “most advanced webinar software”, the best time is midweek (Tuesdays, Wednesdays and Thursdays). That’s based on “research conducted on thousands of webinars and their participants’ data,” the service says.

Perhaps the start of the week may not be best due to people having to get the bulk of their work out of the way first as well as tackle any urgent issues.

LiveWebinar says the best time to have a webinar is before or after lunch — from 10 am to 11 am or 1 pm to 2 pm — depending on when your actual lunchtime is, but early morning and late afternoon are out.

Optimising Your Webinar

Create a landing page specifically for your webinar with teasers about what’s to come, and add a sign-up form with the fields you require. This way, traffic from all your promotions will end up exactly where you want it.

It’s vital to give a clear reason on your landing page for why people should attend your event — i.e., what the benefit is to them. It can be something like a free form of training, unrivalled expertise on a topic or exclusive information about an emerging trend. If you don’t point out the advantage of your talk, many people won’t likely feel compelled to attend.

crowd compass

Clear and Compelling: This webinar landing page is simple yet gives all the details of the event, and has a basic registration form that people can quickly fill in.

Another important factor to bear in mind is the length of your webinar — if it goes on for hours, people might start to leave, and not just because it’s overly long or dull, but due to work commitments the attendees need to get back to.

So keep your talk, and that of any others, succinct and aim for the 60-minute mark before wrapping up.

Your webinar should be around 90 minutes maximum — this gives you time for welcomes and introductions, as well as talks, questions and discussions.

You can integrate a timer like Hubstaff into some webinar platforms to help keep you on track.

Promote Your Webinars

Once you’ve scheduled your webinar and you’ve created a landing page for it, it’s time to promote it.

When should you do that?

Another webinar-software company — GoToWebinar — whose GoToWebcast solution can host up to 100,000 attendees, says you should do your initial promotion four weeks before the virtual event, with regular ongoing promotions up to the big day.

percent of registrations graph

Source: GoToWebinar

Promote your webinar via email lists and social media and place a banner on your website’s homepage.

If you do a podcast or are a guest on one, you can mention it there, and you can always run some PPC ads to drive traffic to your landing page.

According to GoToWebinar’s research, however, email is the most effective way to market webinars, driving 79% of registrations.

For people you’d really like to attend, such as potential new clients, a personal email and a follow-up phone call is the way to go. This way, recipients may feel more inclined to attend as they’ve been singled out.

Write a blog about the webinar and link it in your email. Post it also on your social media accounts and professional platforms like LinkedIn.

Another option is to write a press release and either send it directly to journalists or syndicate it using a distribution service so that it goes out to hundreds of media outlets.

It’s also a good idea to make a promotional video about your upcoming webinar and upload it to YouTube. You can then link it in your social media and other postings.

After The Event

Don’t just do one webinar and leave it at that. Make it a series, and you might get many of the same people attending the following webinars; this way, you practically have a readymade and potentially growing audience.

Make sure to record your webinar and upload it to YouTube, where you can keep a collection in a designated channel. Send the link to those who attended as a thank you, and as they’ll appear in the video, they may be inclined to share it online.

The magic of the world wide web means you can use webinars to reach out and engage people like never before, growing your business in the process.

Make sure your website and any webinar landing pages are up to scratch before you launch your new webinar series by getting a FREE review of your website and marketing from the experts right here at Exposure Ninja.

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