Webinar Marketing
How do you market a webinar?
Webinar marketing has three jobs: get the right people to register, get them to show up, and turn them into the next conversation. This guide gives you a promotion plan, a registration page checklist, two sample emails and the numbers to track.
For the full hosting process, see how to host a webinar. For a general event version, see how to promote a virtual event.
Updated by the Eventdex team
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How to promote a webinar: a three-week plan
Start promotion about three weeks ahead. Each channel should point to one registration page.
| When | Action | Channel |
|---|---|---|
| 3 weeks out | Launch the registration page. Send the first invitation. | Email, your site |
| 3 weeks out | Post the topic and the question it answers. | Social, community groups |
| 2 weeks out | Ask the speaker to share with their own network. | Speaker's channels |
| 2 weeks out | Send the second invitation with a different angle. | |
| 1 week out | Send a short reminder to those who did not open. | |
| 1 day out | Remind registrants, with the join link. | |
| 1 hour out | Send a last reminder with the join link. |
Where to promote
Use the channels where your audience already pays attention. You do not need all of them.
Your email list
The best-performing channel for most teams, because these people already know you.
The speaker's network
A guest speaker reaches people you cannot. Give them a ready message and a link.
Partners and communities
Ask a partner or a group to share the invitation with its members.
Your website and product pages
Add a banner or a link where visitors already read about the topic.
Social posts
Post the question the webinar answers, not just a date.
Webinar registration page checklist
The registration page decides how many interested people sign up. Keep it to one screen of useful facts and a short form.
A title that states the result
Say what attendees will be able to do afterwards.
Date, time and time zone
Show the length too. People decide faster when they know the commitment.
Three to five bullets of what they will learn
Concrete takeaways, not vague promises.
Speaker names and short bios
One or two lines on why each speaker is worth hearing.
A short form
Ask only what you need. Each extra field costs you sign-ups.
A note on the recording
Say whether registrants will get a recording if they cannot attend live.
One clear button
Use the same words as the invitation, such as Save my seat.
Sample invitation email
Copy and adapt this. Every name, date and link in it is a placeholder.
Webinar invitation (sample)
Subject: [Webinar topic]: [one-line result] on [date] Hi [First name], Many [role] teams ask us how to [problem]. On [date] at [time, time zone], [Speaker name] will show [what they will show] in [length] minutes. You will learn: - [Takeaway one] - [Takeaway two] - [Takeaway three] Save your seat: [registration link] Cannot make it live? Register anyway and we will send the recording. [Your name]
Sample follow-up email
Send within two days, while the topic is fresh. Send one version to attendees and another to people who registered but did not attend.
For no-shows
Change the first line to: Sorry we missed you. Here is the recording. Then keep the rest the same.
Webinar follow-up for attendees (sample)
Subject: Thanks for joining: slides and recording Hi [First name], Thank you for joining [Webinar title]. Here are the slides: [link] And the recording: [link] Three things we covered: - [Point one] - [Point two] - [Point three] Two minutes for feedback? [survey link] If you would like to talk about [topic] for your team, reply to this email or book a time: [link] [Your name]
Webinar marketing metrics to track
Track a few numbers across webinars. Use your own results as the benchmark, not other companies.
| Metric | How to work it out | What it tells you |
|---|---|---|
| Registrations by source | Count sign-ups per link | Which channels to use again |
| Registration rate | Registrants divided by page visitors | How well the page sells |
| Attendance rate | Attendees divided by registrants | Whether reminders work |
| Time attended | Average minutes watched | Whether the content held attention |
| Follow-up actions | Replies, clicks, meetings booked | Whether the webinar met its goal |
Where Eventdex fits
Eventdex's pages describe registration pages with free, paid or donation-based tickets, customizable email templates and analytics. Eventdex's pages do not describe webinar-specific promotion tools, and they do not describe running social posts or ads for you.
The Eventdex platform
Tools that support webinar promotion
- Virtual meeting appHow Eventdex describes live sessions, chat, Q&A and recording.Learn more about Virtual meeting app
- Virtual event managementServices for running online events from start to finish.Learn more about Virtual event management
- Registration and ticketingRegistration pages with free, paid or donation-based tickets.Learn more about Registration and ticketing
- Event analyticsReports to judge what worked.Learn more about Event analytics
“It's easy to use and interfaces very well with our needs. The scheduling function is awesome. It allows our companies and partners to schedule their meetings with no assistance thus reducing time and resources. In addition, if there are any snags in scheduling, the Eventdex staff takes care of your needs immediately.”
University at Buffalo
Eversource Energy
Georgia Tech
Influence Communications
FAQ
Webinar Marketing: common questions
When should I start promoting a webinar?
About three weeks before is a good start. Send an invitation at the start, another at two weeks, and reminders in the final week.
What is the best way to promote a webinar?
Your own email list is the place to start, then the speaker's network and partners. Test the channels and keep the ones that bring registrations.
What should a webinar registration page include?
A result-focused title, date, time and time zone, a few takeaways, speaker bios, a short form, a note on the recording and one clear button.
When should I send the follow-up email?
Within one to two days. Include the recording and slides, and a single next step. Send a different version to no-shows.
Does Eventdex promote my webinar for me?
Eventdex's pages describe registration, email templates and analytics. They do not describe running promotion or ads for you.
See the tools behind event promotion
Start with a free interactive floor plan, or talk to an event specialist on +1 (866) 434-5088.