Types of webinars
- Educational webinars: teach something useful related to your expertise.
- Product demos: show how a product or service works, and answer questions.
- Panel discussions and interviews: with experts, partners or customers.
- On-demand webinars: recordings people can watch at any time, often behind a sign-up form.
How to run a successful webinar
- Choose a specific topic your audience wants help with.
- Create a registration page with a clear promise and a short form.
- Promote it through email, social media, partners and ads, two to three weeks ahead.
- Send reminders the day before and an hour before.
- Keep it practical, leave time for questions and end with a clear next step.
- Send the recording, and follow up both with attendees and with people who registered but didn’t attend.
Tools
Popular platforms include Zoom Webinars, Microsoft Teams, Livestorm, GoTo Webinar and Demio. Connect the platform to your CRM or email tool, so registrations become leads you can follow up.
Webinar example
An accounting software company hosts a 45-minute session, “Preparing your accounts for year end”, for small business owners. 400 people register, 140 attend live and 60 watch the recording. During the session, a poll asks about their biggest year-end problem, and the answers shape the follow-up email. In the 14 days after the event, 25 attendees book a demo.
Webinar timeline
- Three weeks before: choose the topic and the speakers, and build the registration page.
- Two weeks before: start promotion by email, social media and partners.
- One day before: send a reminder with the link and what they will learn.
- On the day: start on time, include polls and questions, and share a clear next step at the end.
- Within 24 hours: send the recording, slides and a follow-up offer.
- One week later: contact attendees who showed interest.
Webinar mistakes
- A product pitch disguised as education.
- Too long, with no breaks or interaction.
- Technical problems that were not tested in advance.
- No follow-up after the event.
Webinar FAQs
How can I use webinars for SEO?
Publish the recording and a transcript on a page that can rank. See event marketing and content marketing.
What tools are needed?
A webinar platform, a good microphone and a registration form. See Facebook Live and lead nurturing.