Webinar marketing guide: How to boost leads and revenue with webinars

By Banafshe Salehi and Georgiana Laudi

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Updated on June 8, 2024

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23 min read

We’re starting this one with a big question: What do you think of webinars these days?

Maybe you think webinars should just die already, thrown on the content scrapheap along with 99% of infographics.

When considering hosting webinars, maybe the horribly dry, technically adequate pitch sessions you’ve attended are fresh in your mind. You might even think of webinars as overrated or outdated. “They’re so 2010s,” you think to yourself.

Or maybe, you don’t ever think about webinars at all—which would be your biggest mistake.

TABLE OF CONTENTS

1. What is webinar marketing?
2. Types of webinars
3. Benefits of webinar marketing
4. How to choose a webinar topic
5. 15 webinar marketing strategies + best practices
6. Measuring the success of webinar marketing
7. How to use Unbounce for webinar marketing

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Banafshe Salehi

Banafshe is a writer and creator who loves long walks on the beach (kidding?). When she’s not selling you on her puns or her pop-culture analogies, she can be found at the busiest intersection in her city with her headphones. Which are totally not falling apart.

» More blog posts by Banafshe Salehi

Georgiana Laudi

It’s not easy, marketing to marketers, and she likes it that way. As the former VP Marketing at Unbounce, Georgiana is serious about awesome marketing. Former consultant, agency hired-gun, brand manager and tech community organizer, Georgiana’s been cracking integrated web marketing across search, ecommerce, copy, email, social, product, analytics and usability for over 14 years. Most days you can find her proving it’s possible to be a doer AND a perfectionist. Find her selectively tweeting about marketing on Twitter as @ggiiaa.

» More blog posts by Georgiana Laudi

In case you didn’t know, webinars are your digital secret weapon for connecting with prospects, customers, and industry peers—no matter where they are in the world. Think of them as your virtual stage, where you can dazzle audiences in real-time.

 

Webinars are not just dynamic—they’re immersive. They let participants learn, interact, and fire away with questions, creating connections that go way deeper than your average marketing channels.

Whether you’re rolling out a product demo, hosting a training session, leading a thought-provoking panel, or fielding questions in a Q&A, webinars offer a versatile toolkit. Webinars are perfect for showcasing your brand’s credibility and crushing your marketing goals in this digital age.

So we’re basically here to let you know that webinars are resurging, and it’s time to start taking them seriously again. Seriously.

In 2024, and in a post-COVID world, webinars create an opportunity to connect with your audience in a deeper way, which leads to more engagement and commitment from folks down the line.

 

We’re a bit biased here, having jumped back into the webinar game ourselves. It’s really exciting for us to give our community an opportunity to learn and ask questions in real time. We also wanted to distribute our content in new ways.

But the true objective of webinars from a marketing perspective was to increase interest in Unbounce and ultimately, increase revenue. And who doesn’t want that?

So, we’re going to give you a really powerful step-by-step formula for marketing webinars—that’s right, we’re going to convince you to run them. 

What is webinar marketing?

Creating a killer webinar aside, you need to do some webinar marketing to ensure that you’re getting the most eyes on the masterpiece you’re creating (let’s be real, you’re probably looking at a possible Daytime Emmy nomination).

Now what is webinar marketing, exactly?

Webinar marketing is a way of strategically promoting your brand, service, or product through, you guessed it, hosting webinars. These webinars typically feature presentations, discussions, demonstrations, or workshops on specific topics relevant to the target audience.

Webinar marketing lets you showcase your expertise, build brand authority, generate leads, nurture relationships, and drive sales—all while delivering valuable content in an interactive format. It’s a cost-effective way to captivate your target audience in real time, without even leaving their desks. As people signup for your webinar via your landing page and ads, you’ll continue to build a captive audience to engage during the webinar and warm leads to nurture after the event.

What are the different types of webinars? 

Whether the format of your webinar is live (video calls with a live audience), pre-recorded (video content created ahead of time), or on-demand (webinars that people access at any time), there are different categories when it comes to webinars. Here are a few of ‘em to dig into. 

1. Customer onboarding webinar

Customer onboarding webinars are your secret weapon to guide new customers through the initial stages of using your product or service—or even to kickstart a cohort-based course.

They’re brilliant for boosting retention and making it super easy for your customers to dive right into your offerings. Plus, they tackle common questions head-on, giving your customer service team a well-deserved break.

Typically, these webinars are live, led by a sales or customer success rep who walks newbies through your product or service step-by-step.

Why customer onboarding webinars rock:

• They boost retention and keep customers from churning.
• They’re a perfect fit for product-based businesses.
• They’re essential for products with a learning curve.

When planning a customer onboarding webinar, consider whether it needs a live host for real-time interaction, or if it’s simple enough for customers to follow along on their own. Offering both live and on-demand options can cater to different customer needs.

Make sure your webinar provides clear instructions in various formats to match different learning styles.

2. Training webinar

Training webinars are all about teaching—whether it’s a product, a skill, or a service. Businesses use them to educate clients on relevant topics, and entrepreneurs often run paid sessions to share their expertise.

These webinars are usually on-demand, making them ideal for lead generation.

Training webinars can also be internal, teaching specific skills within a business or industry. Compliance webinars, for example, ensure everyone knows the regulatory ropes. For these, consider Zoom alternatives with better security.

Why training webinars are a win:

• They deliver training at scale.
• They’re versatile—live, pre-recorded, or on-demand.
• They’re reliable lead generators.

To nail a training webinar, choose a topic that attracts an audience. For live sessions, having a co-host to manage logistics and questions is a smart move. Who doesn’t love an awesome sidekick?

Make sure your webinar software supports all your needs. For lead generation, set up a landing page to collect emails and prepare follow-up automations.

3. Product demonstration webinar

Product demonstration webinars showcase your product’s features and benefits, giving potential customers a firsthand look at what you offer. Unlike onboarding webinars, these focus on the product itself, not just the initial setup.

These webinars are excellent for attracting new clients and easing the workload for your sales team, as they allow prospects to see the product in action before committing to a sales call.

Why product demonstration webinars are effective:

• They offer a free preview of your product.
• They attract and qualify leads.
• They smooth the path for sales.

Live demos are great because they allow real-time interaction and question-answering. If you opt for pre-recorded sessions, invite attendees to email their questions afterward.

Ensure you have the sales infrastructure to handle the lead influx post-webinar.

4. Lead gen webinar

Lead gen webinars are crafted to attract new leads, qualify them, and pull the best ones into your sales funnel.

Think of them as digital freebies—your business offers valuable content, and in return, attendees sign up with their email addresses, giving you a list of interested leads.

Why lead gen webinars are powerful:

• They’re a reliable source of new leads.
• They work well in any format—live, pre-recorded, or on-demand.
• They’re easy to set up and maintain.

Choose a compelling, entry-level topic to attract potential customers. Decide whether to offer the webinar live, pre-recorded, or on-demand. Live and pre-recorded webinars can help build a personal connection with leads.

5. Q&A webinar

Q&A webinars are live sessions where your audience can ask questions and get answers in real time. They can range from pre-planned Q&A sessions to spontaneous Ask Me Anything (AMA) webinars.

You could also do Fireside Chats, where a company founder shares updates and answers audience questions. Talk about intimate. 

Why Q&A webinars are a hit (and we’re not talkin’ one-hit-wonder):

• They build rapport and show transparency.
• They’re great for handling negative events.
• They help you understand customer concerns.

First, clarify your goal—is it damage control, approachability, or answering common queries? Designate roles: one person to answer questions and another to manage the tech and chat.

Decide if you’ll take live questions or work from pre-selected ones.

6. Panel discussion webinar

Panel discussion webinars feature a group of experts discussing a specific topic, often followed by an audience Q+A. These are usually moderated, with the moderator posing questions and managing audience interactions.

These webinars are popular at events and summits, often in hybrid formats.

Why panel discussion webinars draw in crowds:

• They offer high-value content.
• They’re suited for live and hybrid formats.

Set up your panelist webinar much like a Q&A, but with the added step of selecting your panel and deciding on a moderator. Consider the context—live event or online—and ensure your panel is compelling enough to attract an audience.

7. Case study webinar

Case study webinars are live testimonials, showcasing real-life success stories to highlight your product or service. They offer an emotional connection, helping potential customers relate to the success stories and see themselves achieving similar results.

Why case study webinars are persuasive as heck:

• They provide strong social proof.
• They help potential customers see themselves as buyers.
• They set clear expectations for working with you.
  

Only run a case study webinar if you have strong examples with a clear before-and-after story. Ensure your numbers back up your claims, and consider having the subject of your case study present during the webinar.

By following these tips, you’ll create webinars that engage, educate, and convert your audience into loyal customers. Voila.

If you’re feeling stuck on ideas, these webinar landing page examples are a great way to break you out of the rut.

What are the benefits of webinar marketing? 

Good question, you! Webinar marketing can be a go-to strategy for businesses looking to engage their audience and drive conversions. Here are some of the key benefits:

Building out your list of prospects 

List building is like catching fish with a net rather than a pole—it’s all about snagging those prospects and turning them into qualified leads.

Sure, you can whip up a subscription form and let folks sign up for your newsletter. Easy peasy. But list-building webinars? That’s where the magic happens. These kinds of webinars offer your attendees something valuable and leave you with more than just email addresses.

A killer webinar doesn’t just capture emails, you see; it gives you golden nuggets of information to help with future segmentation. Think beyond the event—post-webinar, you can still reel in new subscribers by providing an access link via a form.

Pro tip: Make that form irresistible and add a mandatory field to ensure you’re growing your mailing list with every new signup.

Displaying thought leadership

Be the expert everyone looks up to. Positioning your brand as a thought leader boosts authority, ramps up brand awareness, and attracts top-tier leads. Webinars packed with valuable insights help you become the go-to expert in your niche and supercharge your digital PR.

To nail thought leadership webinars, spotlight your strengths, craft content that reflects your core values, and flaunt your expertise without coming off as too salesy.

Nurturing leads

Lead nurturing is all about guiding prospects along their journey to becoming loyal customers. While most businesses use email sequences for this, webinars offer a more dynamic approach. Think case studies, workshops, and report summaries to educate potential customers and nudge them toward the next step.

Converting viewers to buyers

Feeling squeamish about selling via webinars? Don’t be! Webinars are the next best thing to a face-to-face sales pitch. They let you deliver one persuasive pitch to a large audience, far more efficient than one-on-one meetings or cold calls. 

A webinar can be a powerful way to showcase your service or product. By demonstrating the tool in action and offering a free trial, you can effortlessly turn viewers into customers.

Conversion webinars let your audience see your product in action and understand its benefits firsthand. A compelling CTA, like a free trial, can seal the deal and turn interest into purchases. Even after your webinar ends, you can keep building your list by sharing additional lead gen pieces they might be interested in.

• Cost-effective engagement. Hosting a webinar is a relatively low-cost way to reach a large audience. Unlike in-person events, you can significantly reduce or eliminate venue and travel costs (if your webinar is fully remote), making it an affordable option for businesses of all sizes.
• Warm leads. Webinars attract participants who are genuinely interested in your topic, making them warm leads. These attendees have already shown a level of commitment by signing up and attending, which makes ‘em even more likely to convert into customers. This also means you’re improving your lead qualification thanks to the trustee information you’re getting once your audience fills out your form.
• Brand authority. Hosting webinars on relevant topics helps establish your brand as an authority in your industry. Providing valuable insights and information positions your business as a thought leader, enhancing your credibility and trustworthiness.

There’s way more to rattle off, too. At the end of the day, webinar marketing is a versatile and powerful tool that can help you engage your audience, generate leads, and drive business growth. 

So get ready to dive in, your audience is waiting.

P.S. If you’re looking to convert those views, check out our webinar landing page examples for inspiration. 

How do you choose a webinar topic?

Before you start coming up with webinar topics to cover, you’ll want to get clear on what your goals are.

To kick off your webinar marketing campaign, the first step is to brainstorm a compelling topic. Here’s how you can do it:

1. Mine your blog: Look at your blog posts to identify popular topics that could translate well into webinars. Pay attention to posts that get a lot of organic traffic or engagement on social media, as this indicates high interest.

2. Leverage social media and your customer service team: Scan your social media channels and chat with your customer service team to uncover recurring questions and topics. These insights can point you toward subjects your audience is eager to learn more about.

3. Check out the competition: Research existing webinars in your industry and find topics where you can add a unique twist or provide a better experience.See what other webinars are out there and pick a topic that you have a unique perspective on

Oh, and don’t forget to write a catchy title. Like all content marketing, webinars rely on their titles to pique people’s interest. A great title will be interesting and informative.

To get some ideas going on catchy headlines, try your luck with our AI copy generator.

15 webinar marketing strategies (and best practices for generating leads)

We’re aligned on why we need webinars at this point, and how webinar marketing can help. But how do we get into the nitty-gritty of webinar marketing? 

Easy. There are actions you can take before your webinar hits the screens, during the webinar, and also after it.

Let’s get into it. 

Before the event

1. Establish a compelling and actionable topic

The best way to choose a webinar topic is to gather feedback. Find out what your customers and potential customers want to learn, then deliver beyond their expectations. Speak to those on the frontlines: your customer support team, community manager, or, better yet, your customers.

For best conversion results, keep the topic tied to your product or offering. That way, when inspired attendees leave your webinar to carry out the advice they were given, your solution will be the first one they think of.

2. Find and woo industry expert guests

Who does your community look up to? Who do they aspire to be like? Wooing a seasoned speaker often involves proving that you can bring them business. 

If you want to bring in an outside speaker, you’ve gotta explain the reach of the marketing you’ll be carrying out to drive people to the webinar. Give ‘em past webinar registration and attendance numbers. Lure ‘em in with the promise of your qualified audience. Always lead with what’s in it for them. (Yes, we know this is basically a direct quote from Robert Greene’s 48 Laws of Power.)

What if you don’t have a huge audience or track record? *Gasp.*

Sometimes, experts who have made their name writing thoughtful content are looking for ways to practice public speaking in a professional, but more intimate setting. If you’re really strategic about it, offering them the chance to make an offer to your super-qualified and captive audience could be enough to sway them. 

Alternatively, remember that not every webinar needs a guest or speaker from outside of your company, in fact, an in-house expert can be a great place to start. Think about it, do you have that in-house talent that can give you a helping hand, while repping your brand?

3. Craft your marketing copy

Take the time to carefully craft the marketing copy for your webinar. You (and your guest) will use this on landing pages, email invites, and social marketing. 

A few tips:

1. The webinar title should answer the question, “What will I get by giving you an hour of my time and attention?” The more actionable the title, the better. Our latest webinar title read as follows: From clicks to conversions: Advanced CRO strategies for paid media.

2. Include a short description followed by 3-4 bullet points of exactly what the attendee will learn from attending.

Recent example from our landing page for Unbounce’s latest webinar.

3. Your guest should be introduced in a way that qualifies them as the best in their industry. Including a photo helps your audience connect with them, and helps visitors familiar with them recall that they already know and trust this expert. 

Recent example from our landing page for Unbounce’s latest webinar.

4. Build (and test) your webinar registration landing page

Don’t use your webinar tool’s landing page (as much as we love the folks over at Wistia). It doesn’t speak to your visual branding, probably doesn’t look that great, and you can’t optimize it without access to A/B testing.

When building a landing page, it’s more important than ever to ensure it converts. Consider using the 5 elements of a high-converting landing page:

1. Unique selling proposition: Your actionable webinar title
2. Hero shot: Your expert guest and bio
3. Benefits: What folks will learn from your webinar
4. Social proof: Testimonials about the guest or your previous webinars
5. Call to action (CTA): Your registration form and button

Some guidance: Never made webinar-specific landing pages before? We’ve got you covered with ready-made webinar landing page templates that can come in handy.

An example of a high-converting webinar registration landing page (If we do say so ourselves.)

Asking people to participate in advance (by submitting questions, for example) is a great way to develop the webinar content and get extra buy-in from registrants.

And what better way to build than with Unbounce’s landing page builder? The best part is, you don’t have to wait around for technical support—Unbounce lets you easily create, test, and optimize landing pages without needing a designer or developer.

Need inspiration for high-converting webinar landing pages? well, we have it covered for you.

5. Build (and test) your “offer” landing page

Build another landing page with 5 high-converting elements you used above for your registration landing page. But this time around, rather than promoting a webinar, you’re promoting your business.

After all, we’re all lookin’ for new business. So use this page strategically throughout your webinar campaign. Don’t shy away from testing it until you get your desired results, either.

Pro-tip: For the best visitor experience possible, reinforce why visitors have landed there, where they came from, and that they’re in the right place.

5. Never miss a post-conversion opportunity

Confirmation pages (aka, thank you landing pages) are a seriously undervalued marketing opportunity. The people who reach your confirmation pages are super warm and willing to engage with your content.

After the conversion, when they’re still hot for you, offer more.

Here’s a piece of Unbounce lore: Back in the day, including a form to subscribe to the Unbounce blog on our webinar registration confirmation page grew our subscriber list by 60% in just two webinars.

Post-conversion strategy is a beautiful thing.

7. Tailor your social marketing

Every social channel has its own benefits and should be handled individually. Blasting every channel with the same message in the same way from your fancy social publishing tool won’t cut it.

Recent LinkedIn social media post promoting one of Unbounce’s latest webinars

Here are some quick social media tips (that are perfect for our current attention spans):

• Use a hashtag on Twitter (X) before, during, and after the webinar to engage with the community and gather some great testimonials for future webinar marketing.
• Encourage your LinkedIn connections to spread the word about the webinar a few weeks before the event and find a non-spammy way to post about it in relevant marketing groups.
• A couple of weeks before the event, try uploading a new cover photo promoting the webinar. A week or so before the event, you can post a thought-provoking quote from the expert guest—linked to the registration page, of course.
• And then there’s Facebook.  Don’t forget to create a Facebook event for your webinar. People can click attending and get other folks in their circles interested, too. 

Pssst. Sending Facebook, Instagram, and LinkedIn ads to campaign-customized landing pages resonates better with your audience, scores more conversions, and makes your ad dollars go further. Give every social ad its best shot to convert with Unbounce landing pages.

8. Secure your webinar with the “invite” email

Email is the single most effective way to drive interest in your webinar. At one point, 70% of all webinar registrations came via our invitation emails. (So yeah, greatness is possible.)

Your webinar invite email will have different points at which a conversion is made:

• The subject line needs to be concise and attention-grabbing enough to have someone open the email, but still describe what the webinar is about. Test your email subject lines on (almost) every email you send.
• The body copy should be concise and deliver the benefits of attending the webinar. Using humor can be a great way to hold someone’s attention, but the tone you use will depend on your business.
• The CTA linking to your registration landing page should be easy to see and front and center. The text should describe what they’ll get when they click the button –think something like “Save my seat.”
• In every webinar email, include the following text or similar: “Can’t attend the webinar? Register anyway, and we’ll send you the recording.” Sure, it could hurt attendance since people won’t worry about missing it when the day comes, but registration (lead gen) improves dramatically, and no one feels like they’re missing out just because of their busy schedule.
• Use a “P.S.” in your email. Links included here are often the most clicked of any link. You could use the “P.S.” to link to your “offering” landing page, which gives visitors more information about our product, or redirect folks again to a registration page for more conversions.

Email marketing doesn’t stop here. Get the most out of your emails by turning your email clicks into sales and signups with Unbounce.

Recommended reading: Email marketing: 5 tactics to generate and nurture more leads

9. Prep your guest

If you’re adding webinars as part of your content marketing mix, you’re going to want to make a great impression so your audience wants to come to future webinars. There are a few steps to properly prep your guest (and yourself) for hosting a webinar. Let’s briefly touch on ‘em:

1. Set expectations. Your guest might be accustomed to being on webinars, but everyone runs theirs a little differently. Be clear on the webinar schedule. Here’s what a potential run time could look like:

• 30 min before the start time: Host and guest start testing audio levels and software.
• Start time to 5 min: Welcomes, housekeeping, and intros.
• 35 min to 45 min: Guest takes over for presentation.
• Final 10 to 20 min: Questions from attendees and wrap-up.

2. Help with slides. Prepare slide templates for your guest in their preferred format (Keynote or PowerPoint, for example). Once they’re done adding their content, offer (or better yet, request) to go over them. This gives you a chance to provide feedback and clean up any little errors you spot.
   
3. Have a dress rehearsal. How many times have you had a Skype video chat go wrong? Now imagine adding screen-sharing software, broadcasting capabilities, and a slide presentation. Eek. Add a second presenter with their own assumptions, script, knowledge of the software (or lack thereof), and agenda. Yikes. Mitigate the inevitable technical hiccups by doing a dry run a week or days before the webinar date. Use the same software and hardware you plan to use. It also really helps to get a third person to join the dry run as an attendee to confirm they have no audio or video troubles.

10. Send the “last chance” email

Don’t underestimate the power of urgency. About a third of all our webinar registrants sign up from the email we send the day before the webinar. It’s important to segment your list carefully so you aren’t spamming anyone.

A recent example of an Unbounce pre-webinar email

Only send the “last chance” email to those who never opened the invite email. Make it clear that this really is their last chance to learn about all the amazing stuff you’ll be teaching ‘em.

During the event

11. Host your webinar

Gather your dream team. Your setup will be partially determined by what webinar software you’re using. You can merge the last 3 roles below in your early webinar days like we did (good ol’ times), but be ready to break them out when your number of attendees picks up.

Here’s what your webinar dream team could look like:

• The host is focused on engaging the audience and guest(s), interjecting at opportune moments to ask thoughtful questions and keep momentum up from start to finish.
• The industry expert guest is presenting their heart out.
• The sidekick (sometimes furiously) answers attendee questions that come in via the chat box and gathers good questions for the presenter to ask.
• The community manager monitors the webinar hashtag on social media channels, fielding questions from attendees. They are also a great person to gather up any URLs mentioned during the webinar for sharing immediately and in the follow-up email.
• The manager keeps a bird’s-eye view, monitoring audience attentiveness, the question box, the audio quality and pace, and any red flags that are raised. If anything looks amiss, they find a way to fix it or pass the information along to the presenters.

And voila, you have a webinar.

Here are a couple of pro tips to consider, too:

• Make sure you press the “record webinar” button. You won’t make that mistake twice. 
• Offer something more to do after the webinar is over. For example, at the very start of your webinar, we let attendees know that you’ll be offering a demo of your product or service after the webinar is over. Brilliant.
•  Don’t forget to link to your “offering” landing page.

After the event

12. Fine-tune your webinar recording

The recording of your webinar is one of the most important pieces of webinar marketing. Don’t forget, you’ve promised the recording to everyone who registered, and there’s no doubt that you’ll be asked a handful of times before, during, and after the webinar when you’ll be sending the recording. Never fails.

If any glaring mistakes were made during the webinar, now’s your chance to edit them out. You can even add special effects, popups, or CTAs to your video (Shhh). When you’re happy with the video, upload it to your video player of choice (YouTube, Vimeo, Wistia, or even Snapchat if you wish).

13. Build the “watch the recording” landing page

Even though the recording may be hosted by YouTube or Vimeo, it’s important to create a landing page with the recording on it. This page should include the webinar’s title and description, a large embed of the video, and, ideally, a CTA linking to your “offering” landing page.

A recent example of a “watch the recording landing page” from Unbounce.

This “webinar recording” landing page is where you’ll send webinar registrants and attendees in your webinar follow-up email.

14. Send the follow-up email

If there’s one thing we know about webinars, it’s that people want the recording. So give them what they want via email. And be quick about it!

Move your list of registrants and attendees from whatever webinar tool you’re using to your favorite email marketing tool. There are a number of ways you might want to segment your list so you can send relevant emails. For instance, “attended” vs. “did not attend”, “asked a question”, “raised their hand when you asked if they wanted a product demo”…you get the idea.

Though we’ve tried many ways to slice and dice, we segment our list simply by “lead” vs. “customer”. This allows us to add a CTA to our “offering” landing page in our follow-up email to leads, but not to customers.

In your follow-up email, you can include:

• A quick recap: How the webinar went and what was covered.
• The webinar recording: This links to the “webinar recording” landing page you created above.
• The webinar slides: If you’re feeling extra generous. You’d be surprised how many times we’ve been asked for these
• Resources mentioned during the webinar: Gathered by your community manager.
• A request for feedback about the webinar: Get a conversation started!
• Additional ways to learn more: Share your blog posts that cover similar topics. 
• A promotional offer for your guest (if any)
• A CTA linking to your “offer” landing page (if you’re looking to further qualify your leads)

Bonus tip: Email your guest too. Share the recording link with them. Ask them how it went. Shower them with compliments—they deserve it.

15. Repurpose your registration page

Now’s the time to repurpose your webinar registration page as a landing page where people can sign up to watch the recording.

In your landing page tool, duplicate the “register for the webinar” page and change the copy on the new variant to reflect the new goal, your new CTA: “Get the webinar recording.” Send those who complete the form to the “webinar recording” landing page you built (in step 13).

By redirecting folks from the URL you used the initial registration landing page to your “Get the webinar recording.” landing page, all the promotions you’ve done will align seamlessly.

Pro-tip: Link to your “Get the webinar recording” lead gen landing page from your website’s resources library to keep your webinar alive forever.

Want to know more about lead generation and how Unbounce can help? Read this.

How to measure the success of your webinar marketing

Should you gauge the success of our webinars by the number of new customers each webinar drives? Of course we do. But to look only at that metric would be short-sighted.

Here’s how you know your webinars are working:

• Attendance: Do your attendees increase from one webinar to another? How does your attendance measure up to registration numbers
• Attendee satisfaction: Gathering quotes from webinar watchers on social media can be used as social proof. You can also survey your attendees after the webinar to see how they’re reflecting on your webinar.
• Qualified leads: How many of your attendees can be considered qualified leads? It’s key to find out this metric to know if you’re anywhere near hitting your mark.
• New customers: How many new customers come trickling in from this new marketing channel? It’s a big deal if this number is on the rise.

Since webinars are live events, tracking your subscription rates during and after is a breeze. With email campaigns in your marketing toolkit, you can watch new subscribers roll in, minute by minute. Plus, feedback surveys and questionnaires are perfect for capturing your attendees’ thoughts and reactions, giving you invaluable insights into what hit the mark and what might need a tweak.

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How can you use Unbounce for your webinar marketing?

At this point, you’re probably in a webinar makin’ and webinar marketing mood. Here are just a few ways you can use Unbounce to run efficient webinars.

Creating your webinar landing pages

You can use Unbounce’s landing page builder to create high-converting landing pages for your webinars quickly and easily. We’re talkin’ no dev or design support needed, just the kinda tool you need to push out webinars quickly and promote ‘em accordingly.  t’s easy to duplicate and edit pages (great for easily creating thank you pages and promoting your recording after the event)

Test your webinar landing pages

With Unbounce’s A/B testing solution, you can test out which landing page variant can get you the most webinar registrations. This tool helps you maneuver quickly if things aren’t going in your favor and keep experimenting until you strike a chord with your potential audience.

Write compelling copy for your webinar marketing efforts

From a compelling webinar title to convincing copy for all the promotional material that follows, you need a copywriting sidekick by your side. Unbounce’s AI copy generator helps you write professional copy webinars quickly and effectively.

Not to mention, using popups and sticky bars is a great way to promote time-sensitive content like, you guessed it, your webinars.

Hopefully, if you’ve made it this far, you’ve been given more than a few ideas for your next webinar. So what are you waiting for? With our help, you could have the next big webinar hit on your hands. 

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