Webinar Promotion Methods

Too many marketers treat webinars like one-off lead gen plays. Run the event, send the recording, plan the next one. But the teams getting the most out of webinars treat them like content engines, using multiple touchpoints to promote them and creating multiple assets from each one. Here’s how: 🔹 Before: plan & promote. Design the webinar around what you want the final content to generate. Think about how you can pre-plan the moments to clip later. Start outlining that blog recap now. And when it comes to promotion, don't stop at email invitations. Find ways to embed the registration link into existing content channels — a new or popular blog post on an adjacent topic, the bios of all your social channels, etc. (At SparkToro, I can consistently add 100-200 extra registrants by embedding the registration link in a new blog post.) 🔹 During: reward active engagement. Having live attendees is nice; having active chat participants is even better. Invite people to engage directly in the live chat. Ask open-ended but simple questions that are easy for people to respond to. Make sure you're also using that chat in real-time — drop notes, reactions, answer quick questions that don't need to be verbally addressed during the presentation. 🔹 After: remix & reassign. One recap email isn't enough. A single well-run webinar should become multiple LinkedIn posts, a blog post, YouTube clips, and sales talking points — assets that serve social media, content marketing, and sales. Give each content asset a new job. This mindset has mattered a lot for SparkToro Office Hours, which typically gets ~1,200 signups. It’s also very aligned with how Goldcast talks about online events too — not just hosting webinars, but turning video into clips, blogs, social posts, and more. Link below in the comments to learn more. #GoldcastPartner

A Content Director told me yesterday: “We’re sitting on so much unused content, it’s insane.” Most teams have a BIG distribution problem, and it's costing them more than they realize. Marketers churn out webinars, eBooks, and articles—then promote them with a couple of LinkedIn posts before jumping to the next project. They're focused on volume. More blog posts. More webinars. More, more, more. No matter how much they produce, they're always behind. Overwhelmed. Frustrated by the low ROI. But here's the thing: you can't expect to get full ROI from your content if you're only promoting it with a couple of LinkedIn posts. Content distribution isn’t an afterthought. It determines whether your content will be successful or not. Here's the distribution playbook we use for B2B companies with long sales cycles: 1. We develop highly relevant topics based on data from customer research and recent sales calls. 2. We select 3 subject matter experts within our client's organization who are comfortable on camera and willing to build their LinkedIn presence. 3. For each topic, we conduct a 1-hour video interview with an SME. 4. We curate the best insights from each interview recording and turn them into 1 long-form article, 5 video clips, and 8 LinkedIn posts. 5. We publish this content from the personal LinkedIn profiles of your SMEs (3-5 times per week). Personal LinkedIn profiles get 5x the reach of company pages, so you're missing out big time if you only focus on your company page. 6. We repurpose the interview content across other channels: → Articles and video clips on your website → Full interviews on YouTube → A weekly newsletter with the best insights 7. After 3 months, we launch LinkedIn Thought Leader Ads to amplify your experts' best-performing posts. 8. After 6 months, we launch an employee advocacy program to turn other employees into a powerful organic marketing channel with massive reach. We repurpose existing content to fuel this program. _____ 👉 Is your team stretched thin and are your SMEs too busy to write? At Leadwave, we've helped 50+ B2B companies create thought leadership articles, video clips, and LinkedIn posts from interviews with their experts. Book a free content strategy call with me here: https://lnkd.in/eSqakbR8

6 hours of work. 1 piece of content. How in 9mo it brought in $100,000+ of value: "How can a piece of content be worth $100k?" → #1 ranking for multiple keywords (+4k clicks) → 42 backlinks (with >10 70+ DR backlinks) → Feeds into 20+ other pieces of content → Generated 100s of high-quality leads → +500,000 views on LinkedIn Here's how I did it: 1. Original data + Research I spent 4-5 hours writing SQL and analyzing data from 100,000 users — and cross-referenced with other sources. What makes it stand out? — Proprietary data — Documented research — Includes data from multiple sources Being the most recent, comprehensive and complete article out there: it shot to #1 on Google in days. But data & research aren't enough. 2. Relevant + Customer-centric New research isn't valuable if it isn't relevant to your customers. What took it to the next level: — I've interviewed 100s of our customers — I know what their main pain points are — I've run a ton of webinars myself Every data point in the article/cheat sheet is there because it helps the target market be more successful with their webinars: — Justify investing more into webinars — Tips on running better webinars — Webinar best practices Recency + Quality + Relevancy = 🏆 3. Distribution Great content is useless if no one sees it. And with the time I spent researching, analyzing, and writing — I wanted everyone to see it. So we used it everywhere: — Blog articles — Product demos — Backlink outreach — Multiple newsletters — Cold outreach opener — Multiple LinkedIn posts — Sending it to customers Every time it's used somewhere new, it increases the efficiency of the content Creating original content isn't enough. Original, relevant, and well distributed — that's what makes content great.

Marketing to sales: Here is a list of webinar sign-ups, follow-up with them. Sales:...Ignore... Here is how to make webinar sales' favorite playbook, not the most hated: Step 1: Co-create webinar narrative together with sales to make sure it addresses the interests and challenges of target buyer persona. To avoid blatant product pitching, start by answering a question: Imagine having a 60-min lunch with your target buyer persona who is not aware of our product and is not in the market. How would you highlight potential challenges, seed the grains of change and explain the solution? Step 2: Agree on promotional plan. Make sure sales actually want to invite their target accounts. Agree on: Accounts and titles (how many?) Touchpoints (e.g. sales - email + LinkedIn, marketing - newsletter + LinkedIn ads) Step 3. Develop post-event playbook based on account engagement history. What sales hate is when marketing marks all sign-ups as MQLs and asks to follow up. It's a waste of time because of misalignment with the intent: Webinar sign-ups ≠ buying intent. Instead, agree on post-webinar analysis: matching contact engagement to account engagement identifying tier 1 & tier 2 accounts that are already engaged identify new tier 1 & tier 2 accounts (first engagement) for account research define "brdige" activities (e.g. free strategy sessions) to book discovery calls instead of pitching a demo Step 4. Develop a post-webinar nurturing content hub. Content hubs are microsites with nurturing content: - Recording - Slides - Useful resources - Bridge activity - Case studies The beauty of the process? Your buyers will come to the hub multiple times, might share with your team, while you receive notifications about the content consumption and engagement. It creates a perfect opportunity for timely, fully personalized follow-ups. For the last 2 years, our go-to tool for content hubs has been Aligned. It allows us to create post-webinar content hubs in a few seconds and send content engagement to HubSpot by automatically matching buyers to accounts. *See the example of the hub for the most recent webinar here: https://lnkd.in/ddSFQJ5y Step 5. Track content engagement and develop personalized follow-ups with sales. We used this process with top-performing sales reps in "conservative" markets: customs software, real estate, climate data, background checks and were always able to book discovery calls with strategic accounts (feat. Bowin Cai, Raf Schroons, Peter Slater, Samuel Adu-Febiri, Jalynn Close, P.T. Vineburgh). --- TLDR; If sales don't see a value in the webinar, they will never promote or follow-up with webinar "leads". Educate -> engage -> create demand -> research and understand the buyer journey stage and current needs of your prospects -> create "bridge" activities / buyer enablement. This is how you influence the buying process with webinars and generate pipeline TOGETHER. #alignedpartner

Client ran 12 webinars last year. Average attendance: 31%. Watch time: 11 minutes. Pipeline generated: Zero. They'd blast the database, get 200 registrants, 60 show up, 50 drop after the intro. Meanwhile sales is asking why webinars are such a waste of time. Because you're not running webinars. You're running hour-long product demos nobody asked for. Here's the system that actually gets people to show up and buy: 𝗦𝘁𝗲𝗽 1: 𝗦𝘁𝗼𝗽 𝘁𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝘄𝗲𝗯𝗶𝗻𝗮𝗿𝘀 𝗹𝗶𝗸𝗲 𝗺𝗮𝘀𝘀 𝗯𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁𝘀 Most companies: Blast everyone, hope someone shows up. We flipped it. Pick 20 target accounts. Build the entire webinar for them. One client went from: - Old: 200 registrants, 31% show (62 people), zero pipeline - New: 40 invites, 85% show (34 people), 3 opportunities Fewer people. Actual pipeline. 𝗦𝘁𝗲𝗽 2: 𝗧𝗵𝗲 𝘀𝗲𝗾𝘂𝗲𝗻𝗰𝗲 𝘁𝗵𝗮𝘁 𝗴𝗲𝘁𝘀 72% 𝘀𝗵𝗼𝘄 𝗿𝗮𝘁𝗲𝘀 3 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁: Call your top 20 accounts. Actually call. "We're covering [problem you mentioned]. Want a spot?" 2 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁: Get a customer to co-present. Their network shows up. 1 𝘄𝗲𝗲𝗸 𝗼𝘂𝘁: Send the actual deck. People show up when there's no mystery. 𝗗𝗮𝘆 𝗯𝗲𝗳𝗼𝗿𝗲: Text your top 10 registrants. Yes, text. 90% show rate for those who respond. 𝗗𝗮𝘆 𝗼𝗳: Calendar hold 1 hour before. Start exactly on time. 𝗦𝘁𝗲𝗽 3: 𝗧𝗵𝗲 30-𝗺𝗶𝗻𝘂𝘁𝗲 𝗳𝗼𝗿𝗺𝗮𝘁 𝘁𝗵𝗮𝘁 𝘄𝗼𝗿𝗸𝘀 - 2 min: What you'll learn - 10 min: Customer shows actual results - 10 min: How they did it - 5 min: Live Q&A - 3 min: Next steps No company overview. No product tour. Just value. Watch time went from 11 to 27 minutes. 𝗙𝗼𝗹𝗹𝗼𝘄-𝘂𝗽 𝘄𝗶𝘁𝗵𝗶𝗻 2 𝗵𝗼𝘂𝗿𝘀: Everyone gets: - Recording + customer's templates - Implementation guide Target accounts get: - Personal video - 15-min working session offer (not a demo) Others: - 3 emails on implementing what they learned Result: Client went from 12 useless webinars to 6 that drove $1.8M. Half the webinars. Triple the results. The problem isn't webinars. It's that you're running them for everyone instead of someone. This week I'm fixing fundamentals: Monday: ICP Yesterday: Events Today: Webinars Tomorrow: ABM Pick 20 accounts. Build your next webinar just for them. Watch what happens when you stop trying to please everyone.

Webinars still work. In Q4 2024, Champify's webinar program drove 71% higher ACVs and touched 28% of our opportunities. Here’s our 4-step webinar playbook (and the full results): My core marketing philosophy is to continuously deliver value to our potential customers. We can’t always control timing, so our goal is to be top of mind when they are in market. We do this by delivering as much educational content as possible to help our audience be better at their job. With the rise of AI generated slop and on-demand content, there are few better ways to deliver value to your customers as cost effectively as live webinars. Here’s our simple 4-step Live Webinar Playbook: 1. The topic is important, but the guest is 10x more important We focused on using our network, customers, and customer’s networks to attract guests we know our audience will want to learn from. We think deeply about what’s in it for them and how to make them the star. 2. Use multiple methods to drive attendance We drove attendance through Linkedin outreach, closed lost nurture campaigns, targeted marketing emails, and customer invites sent via our sales team and leadership. We also used the invite as a hook to build value at accounts we wanted to break into - offering a Q&A with a renowned leader that most people want to learn from. 3. Focusing on quality content during and AFTER the session Do not go broad. Find one hot topic and go deep as possible. What draws a crowd is how respected or “impressive” is your guest. If your audience wants to learn from her, they will show up. If they don’t care about her background, they won’t. Add a Q&A section as people will directly show up just to get burning questions answered. Use the gold from the webinar to creative tactical guides, teardowns, and summaries, to share with all those who signed up (regardless of attending or not) 4. Nail the follow up: We meticulously look at the list post-event and put people into two key buckets: - Marketing Owned: Follow up included tactical guides and a highlight reel - Sales owned: Tailored outbound to key titles with 1-2 specific plays/asks based on the content/audience combination. THE RESULTS: - Of our last 228 new business opportunities - 71 of them had at least 1 registrant (28%) - Win rate of opps with a registrant from opp created is ~25% higher than without (%, not points) - ACV 71% higher Too many teams are taking the easy way out… Blasting AI-generated and overly generic content We see the same thing happening in outbound. But at the end of the day….it’s about delivering value to build trust. And being top of mind for your prospect universe when the problem you solve arises. Webinar are still the way to do that in 2025.

Teams treat webinars like one-off campaigns, built around a date, not a habit. Campaign thinking kills momentum. Buyers see you once, forget you, and you’re back to starting from zero every time. Treat webinars like a visibility anchor. Anchors compound trust because they’re predictable: “They do this every month.” “They own this problem space.” “They consistently bring useful insight.” That predictability builds familiarity, and familiarity lowers resistance. A recurring webinar also does three jobs at once: - Content engine (clips + posts + follow-up insights) - Trust builder (buyers watch your judgment live) - Pre-qualifier (the right people self-select) The real win: you stop “launching webinars” and start owning a category conversation.

Webinars are still the number 1️⃣ driver of leads for our clients… BUT: Most climate tech companies aren’t taking full advantage of this direct line to their audience. Here’s how to capture the most value out of your webinars: 🎯 Get specific Keep the scope narrow. If your webinar promises to answer a very specific question, you’re more likely to get signups. 💭 Insight and opinion > facts Don’t lecture your audience with info they can find faster through a Google search. Aim to make the focus of your webinar sound more like “our experts’ take on X” rather than “an introduction to X.” 💸 Promote through paid channels Any valuable content asset deserves a budget for paid media, and webinars are no exception. Focus on LinkedIn and consider adding some Google Ads if your topic hits a hot-button keyword. 📚 Prime with "snackables" (2-pager brief, checklist, calculator/template) Keep the asset topic identical to the webinar promise; use dual CTAs: “Get the brief” and “Save your seat.” After the event, flip the gate to “slides + recording + cheat sheet” and re-engage no-shows with a short nurture. 🔄 Follow up Lumping attendees onto an email list with occasional, generalized updates doesn’t cut it. Marketing teams can help sales set up automated, industry- or problem-specific nurture sequences from your sales reps to turn lukewarm leads into hot ones. 💡 Use questions for future content An easy place to start is to use questions submitted to the Q&A as inspiration for future content, but you can also go the extra mile with pre- and post-webinar surveys and questionnaires. Are webinars part of your Q4 content marketing plan? Has anything changed about your strategy since the start of the year?

Here's how most people promote webinars 👇 1.) Send out an email to your email list 2.) Promote via paid social (LI and FB) 3.) Run the webinar 4.) Send out the webinar to your email list 5.) Put webinar on your website and gate This is where your content goes to 💀⚰️ Then you go back to the team and start brainstorming ideas for the next piece of content. When the reality is: 1.) 90% + of your ICP didn't even see the webinar 2.) It probably is still relevant months after you promoted it 3.) Many people won't ever take the time to watch the whole webinar Here's how you extend reach, increase consumption, and drive more registrants post webinar. 1.) Use Descript AI to identify 3-5 short clips from the webinar 2.) Use Descript or LLM to write some quick post text 3.) Add captions, but keep branding light, don't start with 5 sec brand logo 4.) Go to channel where you ICP hangs out and post there organically 5.) Then promote via paid directly to your ICP We did this with another SaaS brand and were were able to get 11,497 people to watch 100% of one of the clips for around $3k. Pre-webinar launch, they only had 67 registrants and 27 people live. Post-webinar launch, 11.4k people saw a portion of it and almost 100 more registered for on-demand webinar. For this brand, webinar attendance was a big part of the buying journey as many that requested demo had previously attended a webinar. You worked hard on creating content for the webinar, don't forget to continue distributing even after the event has ended. Ensure you have a budget for promotion and REDISTRIBUTION.

Before creating content, ask "what does our audience need?" not "what should we talk about?" I used to spend hours every quarter piecing together a content calendar, totally guessing about what might resonate. Now, our audience tells us. Here's how we're turning our marketing at StoryBrand into more of a two-way conversation: - Webinars: we use Demio to run 1-2 live sessions every month. Our team engages with attendees and we export every comment, question, and poll result. The chat is a goldmine — our last two webinars generated 20 new content ideas for us like: "How do I pick the right customer problem to focus on?" "How do I position my business when I sell a wide variety of products?" "How can the StoryBrand Guide Certification help me scale my business to support more clients?" - Email: we send short emails to our most engaged segments asking questions like "what topics would you love to see us cover next?" Our reply rate increased 60% over the past 90 days. - Sales call transcripts: we use Avoma to record all calls and analyze trends, FAQs, and objections. We choose webinar topics based off of common challenges our prospects are struggling with. Registrations have increased over 40% in the past 90 days. (Attendance also increased by 66% — but that's mainly because we stopped offering replays... a post for another day) Now we don't have to guess what our audience finds valuable. We use their own words and can write with more specificity. Our best content often comes from conversations, not a pre-determined calendar.