How to set up and succesfully promote a webinar!

Have you come up with the idea of scheduling a webinar to get in contact with your audience and communicate your brand or your best service?

That’s great! We have gathered below the basics you need to consider to get the most out of it.


1.First of all! Is a Webinar the Right Tool for Your Needs?

A webinar can be a robust training and engagement tool, but the decision to use a particular tool should meet your audience’s goals and needs.

Remember! You need to know your audience very well and differentiate yourself when addressing B2B or B2C audience.

So it would help if you considered :

  • Your audience.
  • The subject.
  • The time you require to cover your topic. You need to be less than 2 hours.

You may also wish to request feedback from subject experts, other brands that have conducted their webinars, and the people you plan to address. Informal conversations and surveys can help you evaluate whether a webinar is suitable for you and your audience.

2. It would help if you had Speakers and a Support Team.

There usually are three leading players in a webinar: the organizer, the presenters, and the assistants.

The organizer is responsible for developing the webinar topic, finding a speaker, communicating the event, setting up the registration, and interacting with participants before and after the webinar. During the webinar, the organizer usually introduces presenters, interviews the subject experts, moderates audience questions, and encourages audience participation.

Presenters knew as subject experts should be able to concentrate their efforts on preparing and delivering their presentations. 

Assistants can help by responding to questions that the organizer and the presenter don’t have time to respond to. Experienced organizers often produce webinars without any help, but you should consider asking for help if you or your audience is not familiar with webinars. If you plan to play a significant role in the conversation or expect a large audience, you will also need assistance.

3. Define the Composition of Your Webinar.

  • One Speaker

A single presenter talking and answering questions from the audience.

Pros: easy to organize and use the webinar tool

Cons: Lack of variety in voices and perspectives.

  • Interview Style

The interviewer demands a set of predetermined questions.

Pros: It is more engaging to hear multiple voices. The interviewer asks the expert questions, which often encourages the audience to do the same.

Cons: More people are needed to schedule, train, and coordinate.

  • Moderated Panel Discussion

There are various voices and perspectives at the same time, with a moderator facilitating the discussion. 

Pros: It is more engaging to hear multiple voices. 

Cons: It can be challenging to keep panelists from talking over each other.

  • Interactive

Audience members join fully via instructor-led exercises and facilitated conversations.

Pros: Participants receive a more profound knowledge of the topic because they’re fully engaged in the dialogue and the exercises.

Cons: It can only accommodate a small group. It requires a very skilled, experienced facilitator.

4. Prepare the Visuals for Your Webinar.

As webinars rely on audio and visuals to deliver the message across, both should be engaging. Plain slides with much text don’t work very well. 


5. Choose the best Webinar Tool.

Many web conferencing tools exist.

When considering your options, here are a few questions to ask:

  1. How Many People Will the Webinar Tool be able to handle?
  2. How Much Does a Webinar Cost?
  3. Which Features Will You Need?
  4. How Is Audio Handled?
  5. Do You Want to Record the Webinar for Later Viewing?

If so, ask how the webinar vendor handles recording and whether the vendor charges extra to make that recording available online. Most vendors charge for storing the recording online rather than the recording feature itself, but you should check to be specific.

6. Create an Agenda for the Webinar.

You will need three or four weeks before your webinar to hold a conference call with speakers to determine the agenda along with the questions you’ll ask and the order in which the speakers will present.

Don’t forget the deadlines for materials. 

7. Schedule a Practice Session for the Webinar.

Some days before your webinar, you should schedule at least one 30- to 60-minute run-through with all partners to work out any unresolved questions or technical issues. A review of the agenda and visuals is also necessary. 

A practice session is also an excellent opportunity to generate enthusiasm for the upcoming event and encourage your presenters.

8. Reserve Your Equipment and Space.

Despite the equipment you use, you need a quiet space to handle your webinar. Reserve a conference room or other area where there won’t be background noise or interruptions.

You usually want to have:

  • Headsets. 
  • A power cable if you are using a laptop.
  • A cable to connect you directly to the network if you aren’t using a wireless connection.

9. Set Up Registration and Decide the Charges.

Before you begin communicating your webinar, determine what tool you will use to register attendees. Usually, online conferencing and webinar tools include built-in registration options. 

You will also want to finalize whether you will charge for your webinar or a free webinar.

Considering that with free webinars, you can expect that more than 50% of the people who sign up will fail to attend. 

One advantage of having a fee for your webinar is that it provides an extra incentive for participants to show up.

Remember that participants will have higher expectations when they pay for your webinar. The more you charge, the greater the expectation that you will deliver an all-embracing webinar there will be. If you plan to set more than a small fee, make sure most or all of the following are covered:

  • You have complete hands-on experience, you have a profound knowledge of the subject, or the topic is not well covered elsewhere.
  • You have much experience with training in general and online training in particular.
  • You can collect payments quickly.
  • You plan to conduct webinars regularly.

10. Promote Your Webinar!

To benefit the most from your webinar, you need to promote it the way it deserves it!

The basics you must have:

1. Social media: Post at least a post on Facebook, LinkedIn, Twitter, and Instagram. 
2. Email: You need to inform your database about the webinar, but make sure this will not be a one-hit-wonder. 
3. Website: A call-to-action button that promotes your webinar in the sidebar of every page is necessary.
4. Blog: A blog post about your webinar both before and after the event is essential. A simple blog post with the webinar description may work before the presentation, but try to be creative, too. For example, a five-question Q&A with a guest speaker to help people see what they would get out of attending the webinar is an excellent idea. 
5. Press release: If the topic and speaker are significant, put out a press release about the webinar and email it to your preferred online industry journalists.
6. Advertising: You need to advertise your webinar on Facebook, Twitter, or in an industry-specific publication if you have the budget available.

Once you complete the traditional methods, you can examine out more creative ways to promote your webinar. 

7. Email Signature: Request all employees to put a link to your webinar in their signature line for a specific amount of time. 
8. Inside your website sections: If you have an area on your site usually reserved for announcements, use it to promote your webinar.
9. Customers: Ensure that you invite all your customers (phone or email) and encourage them to invite a friend. 
10. Internal experts: Request your internal subject matter expert to invite his or her connections personally. 
11. Across webinars: Advertise your next webinar at your current webinar. Your existing audience may be interested in attending your next event as well. 
12. LinkedIn posts: Compose an original article regarding the same topic with the webinar and post it on LinkedIn with a link to register for the webinar. 
13. Guest posts: Write a guest post at another blog with the same target audience as your webinar, and make sure to include a call to action to register for the event.
14. YouTube: A Pre-event promotional video is a great idea. A Post-event upload of the first 10 minutes so that people can see what the webinar is about before registering and watching the entire recording.

Or you can contact us to help you organize and communicate your webinar in the most effective way!