You’ve decided to organize a webinar, how exciting! As a host, your main goal is to fill the room with as many webinar attendees as possible.
The good thing is that there are plenty of promotion strategies to get people to RSVP to your upcoming webinar email list (and they’re all easy to do). It can be as small as mentioning the webinar in your email signature to going all-in promoting the webinar on your homepage, via paid and owned media channels, and by co-promoting it with guest speakers.
In this article, we list 11 marketing strategy ideas that you can use to promote your webinar more effectively. But first, let’s start with the glue that holds it all together: the registration page.
The most important part of your webinar marketing strategy is to have a registration page where attendees can sign up. This registration page is where all your promotion efforts will lead back to.
With MailerLite’s drag & drop builder, you can create standalone landing pages or even build a completely new website to promote your webinar (if you need more than one page).
An optimized webinar registration page contains:
Tip: Learn how to design effective landing pages in this article.
The example below from our customer, tailwind, includes the components that make a webinar landing page great. The descriptive and bold header title explains what the webinar is about, the bullet points sum up the content, the author bios make it more personal, and the signup form is on the page.
After attendees have signed up, you can send them a confirmation email with all the details directly, or inform them about your next steps on the page itself.
For our personal monthly webinars, we display a confirmation message on the registration page after someone successfully signs up and then send a 1-day and 1-hour reminder. These email campaigns include the webinar access link and remind attendees of the details, date and time.
Did you create your registration page? Great! Let’s start with the ways you can promote your webinar.
First, you need to decide which of the 11 strategies you would like to use (maybe all!). This decision influences how much time in advance you need to start preparing the promotion.
At MailerLite, we start brainstorming our next webinar topic three weeks before the date. We then:
We host monthly webinars, so our customers know the general timeline of when the webinars are conducted.
Other webinar series might require a longer promotional time span. One-time webinars are often first announced two weeks before, so the audience can plan ahead and the webinar date stays top of mind. You can experiment with this to see what works for you.
If you don’t have an existing webinar audience (or these people are not the target group), you’ll need to give yourself more promotional time to find and reach the new target audience.
After you’ve decided on the right promotional timing, you can look at each of these 11 strategies to see what will work for you.
Announcing your webinar in an email campaign is the easiest way to spread the word. You reach your audience directly and can let them sign up right on the spot.
With MailerLite’s drag & drop editor, everyone can create professional webinar invitation newsletters. Pick from ready-made templates or start building from scratch with the newsletter editor. Then use the one-click RSVP feature—it automatically adds subscribers to a group when they click a button in the email. This group can then be used to send reminder emails to or to import subscribers into your webinar software.
Email automation takes care of your webinar reminder messages while you’re focusing on any of the other 10 webinar promotion strategies.
In an automation workflow, you can create all the webinar campaigns upfront, set up a workflow and activate it to send each email exactly at the right time.
An example of a webinar automation workflow:
Tip: Learn all the details about how to use email automation in our ultimate guide below.
At MailerLite, we use automation for webinar replays.
When someone signs up for an on-demand recording (like this one), the person is added to a group. The automation webinar workflow is triggered each time someone gets added to the group and their field is updated. Then automatically, the email campaign with the webinar title, information and replay link is sent to them.
Does your company send a lot of emails? Have your support, sales and account managers (or every team member) add a line to their email signature with a CTA to sign up for the next webinar.
A teaser video can inform, excite and convince viewers to sign up for the newsletter. By recording a video, people can meet their host(s) and quickly learn about all the details in advance. Upload your 1-2 minute creation to YouTube, add the registration link in the video description and you’re ready to go.
See an example of our teaser video with webinar guru Marcin below.
As we explain in our pop-up article, this type of webinar promotion can increase attendee signups and awareness vastly. When used at the right times, they can generate conversion rates of over 40%, Sumo found.
There are a variety of pop-ups to use. Some of our favorites include:
For the MailerLite webinar, we use promotional pop-ups that run from the day we sent the newsletter (Thursday) to the webinar day (Wednesday). The dates and times are chosen in the settings, so we just need to activate it once and then the rest will be taken care of.
You can dedicate an entire blog post to your upcoming webinar, add the signup form to your blog sidebar or insert CTAs in existing blog articles. The latter tactic can be used for new blog posts and your most-read pieces of copy. Integrate a signup form directly in the blog or add a text link, banner or button that redirects readers to the registration page.
Additionally, you can promote your webinar by contacting other blogs and asking for a guest post (exchange), or by sending out a press release. Insert your topic keyword (e.g. “Female entrepreneur” + “write for us” or “guest post” to find websites that are open for guest bloggers. These methods can be more difficult and require more preparation.
Your social media channels are great for webinar promotions. Adjust your copy to each platform and insert a clear CTA—e.g. “Grab your free seat”. On Facebook, you can create an event, and on Twitter, most marketers post several Tweets (sometimes with a designated hashtag).
If you are promoting a business-focused webinar, leverage your professional network on LinkedIn where people can easily forward to their contacts.
You can also use social media to collect ideas or vote for upcoming webinars. On your Instagram stories, you can start a poll or survey and on Twitter, your copy could look like this:
Another way to get people excited is to host giveaways and announce the winners at the end of your webinar. This keeps people engaged, especially when the todos or clues are told throughout the webinar.
Similarly, when hosting a webinar series, you can announce challenges that people can complete until the next day.
This retweet strategy from BetProtocol is another creative strategy to increase engagement. One day after, the webinar announcement gained over 300 retweets and comments.
Tip: Emoji ideas to use 👉 👇 ⬇ 📢 🚀 🔥
To learn more about combining email marketing with social media and make them work together for good, read our detailed guide below.
Don’t forget about online communities such as Facebook, Slack and LinkedIn groups to promote your webinar, they’re a great free way to collect signups. Do always read the group guidelines or message the admin. Below you see an example from BrightTALK in the Women of Email Facebook group.
If you’re looking to attract a new audience or the strategies above didn’t maximize your reach, you can also advertise your campaigns.
Try Google AdWords or social media advertising. The most important thing is to get your targeting right so you can reach the people that would be most interested in your webinar. Start experimenting with a small budget and increase it when you see a strategy that works.
If your webinar includes several presenters, you can ask each one to promote the webinar on their own platform. Alternatively, you can reach out to people with a large audience, so-called influencers, and ask them to share your webinar with their followers (of course, this might require a great pitch, payment or something else that attracts influencer).
Everyone loves a sweetener! Gathering signups for your webinar is easier when people have an extra incentive. For example, you could make a free PDF guide, which people will receive immediately when they sign up for the webinar. This is a great way to build an audience for your webinar, because:
And who doesn’t want that? If you’re curious about other ways you can add lead magnets to your webinar strategy, take a look at this article on how to optimize signup forms.
Gathering an audience for your webinar is easier when you know what promotional methods to use. In this article, we talked about how to promote your webinar on your landing pages and website, as well as running ads and collecting signups on social media.
These 11 strategies are examples of the many tactics and outlets you can use to collect new signups. After the webinar is finished, don't forget to follow up with a survey, replay link, a post-event thank you email or any other email content.
The great thing about promoting your webinar and collecting new attendee email addresses is that you can build relationships with them afterward.
Now all that’s left to say is:
Sign up for our free plan and get access to email, automation, landing pages, websites, countdown timers and all the other features we talked about in this article.Create my free account
Editor's note: This article was originally published in July 2020, and it has now been updated with an extra strategy and a checklist for promoting your webinar.
I’m Megan, Content Writer at MailerLite. You can find me in Berlin, NYC or somewhere escaping winter in Asia. I have helped many start-ups grow their online visibility. Blogging has always been my thing—from running artist fan pages as a teenager to now discovering upcoming talent on Sign This Kid.