How to Win at Webinars

Webinars have become a key tool in modern marketing, enabling businesses to engage with their audience, showcase expertise, and build trust without the need for in-person events. However, just as likely to as a successful one is the likelihood of webinar fatigue: An oversaturation of Webinars in recent years has the potential to do your brand more damage than help. Here’s how you can ensure your next webinar is a resounding success.

1. Choose the Right Topic

The first step to webinar success is selecting a topic that resonates with your ideal customer. Start by thinking about their pain points, challenges, and what kind of information they would find valuable. Ideally, your topic should align with your expertise and the services or products you offer, but it must also provide a solution or actionable advice. Focus on providing value — informative content that can help your attendees do their jobs better, solve a problem, or advance their knowledge. A webinar that positions you as an expert and a thought leader will always attract more participants than a self-promotional pitch.

2. Nail Your Promotion Strategy

A great webinar isn’t successful unless people show up, so a solid promotional strategy is key. Don’t rely solely on your website or email list—diversify your promotional efforts. Use social media platforms like LinkedIn, Twitter, and Facebook to share teaser content, behind-the-scenes looks, and invitations to register. Paid social ads can help amplify your reach, especially if you’re targeting a specific audience. Leverage your existing partners, influencers, or guest speakers to promote the webinar as well. Encouraging them to share the event will help expand your reach and tap into new networks. And don’t forget about reminders! Send out several reminders leading up to the event—one when they register, another 24 hours before, and a final one an hour before the event. This ensures the webinar stays top of mind and reduces the likelihood of no-shows.

3. Create Compelling Content and Visuals

Once you’ve nailed down the topic and promotion, the next critical component is the content itself. Make sure the presentation is visually engaging, and your messaging is clear and concise. Include slides, images, infographics, and videos that break up the content and enhance the overall experience. A key aspect of compelling content is interactivity. Encourage engagement by asking questions, creating polls, or using live Q&A sessions to foster a two-way conversation. Attendees will be more likely to stay engaged if they feel their input is valued. Additionally, keep your content concise and to the point. No one wants to sit through a drawn-out monologue. Aim for 45-60 minutes of content, with 10-15 minutes at the end for Q&A.

4. Leverage the Guests

A good panel is a diverse panel: Not only from the usual ethnic and gender diversity standpoint (although this is crucial) but a diversity of opinion and experience. For example, a recent crisis communications Webinar put on recently by Eskenzi PR had both external and internal PR representation in the form of Eskenzi Director Neil Stinchcombe and KnowBe4’s Kathy Wattman, as well as external legal counsel Jonathan Armstrong. This provided attendees with an extremely well rounded and holistic view of crisis communications for cybersecurity companies.

5. Engage Your Audience During the Webinar

A webinar is cannot be a one-way street. Keeping your audience engaged is paramount to its success. Begin the session with an exciting introduction, offer a quick rundown of the agenda, and set clear expectations for what attendees will learn. During the webinar, don’t forget to check in with your audience—ask questions, encourage comments, and solicit feedback via live polls. It’s important to maintain a conversational tone. A webinar shouldn’t feel like a lecture, so try to build rapport with your audience by speaking in a friendly, approachable manner. If the webinar is hosted by multiple speakers, make sure there’s a natural flow and interaction between them, which will keep things dynamic.

6. Follow Up and Convert Leads

Once your webinar concludes, your job isn’t over. Follow-up is a critical part of the process. Send attendees a thank-you email with a link to the recording of the webinar, and any additional resources or materials promised during the session. For those who couldn’t attend, send a replay link along with a personal note inviting them to engage with your content. Be sure to include a clear call to action—whether it’s scheduling a demo, downloading an eBook, or simply getting in touch for more information. This helps turn your webinar’s value into tangible business results. Lastly, don’t forget to assess your webinar’s performance. Review attendee engagement, conversion rates, and feedback to identify areas of improvement for future webinars. Each event is an opportunity to learn and refine your approach. Conclusion Webinars are more than just a trend—they’re a powerful way to build relationships, showcase your brand’s expertise, and drive valuable leads. By choosing the right topic, promoting effectively, delivering engaging content, and following up strategically, you can ensure that your next webinar is a success. Keep learning from each event, refine your strategy, and soon you’ll be hosting webinars that not only captivate your audience but also generate real business outcomes. Win at webinars and watch your brand’s influence and engagement grow! This guide is a part of our ongoing ‘How to Guide’ series. To read more, please click here.