Webinars have a relatively short history, having emerged with the development of Internet technology and video conferencing tools. The first video conferencing appeared as early as the 1960s, but its costliness and difficulty of use meant that it was mainly used for business and academic purposes. It was not until the development of the Internet and the popularity of online platforms that webinars could be conducted easily and seamlessly.

Webinars gained popularity during the COVID-19 pandemic when many companies and organizations began using webinars as an alternative to traditional meetings and conferences. Today, it’s still a great way to gain new customers and increase awareness of our brand. However, to be successful you need to know how to prepare for such an event. What to keep in mind when planning a webinar, how to increase sign-ups, and how to communicate the event? In this article, I will also tell you how to prepare an attractive landing page, use email marketing, content marketing, and get traffic from your own website.

Prepare an attractive landing page for your webinar

A Landing Page is a webinar registration page. It has one purpose – to convince visitors to sign up for the training. The key to success is proper content optimization. Remember to include details about the conference and presenters, the date and time of the event, and the registration form in the text. If you’re not hosting a free webinar, include a ticket payment gateway on your site as well.

Send an email to potential customers

According to statistics, the best time to promote your registration page is 8 days before the webinar – this is when up to 54% of attendees sign up for the event. You can use email marketing for web advertising. It is no coincidence that this very marketing channel is mentioned as one of the first. This is because it represents the best way to promote an online training course.

If you already have a contact base, then you can send information about the webinar you are organizing to your subscribers. Include attractive calls to action in the email in addition to information about the webinar. You can also share a video with a personal invitation, ask them to recommend the training, or offer an additional incentive such as a product discount for each referral.

To make your promotions more effective, you can automate your emails. This will ensure that messages and reminders about webinars will reach interested people at the right time already without your participation. It’s also an interesting idea to add email signatures with a call to sign up for the next online training.


Take advantage of content marketing

Want to generate interest in the webinar? Create content about it – well in advance, of course. In your texts, give your audience a preview of the event. However, focus primarily on presenting the benefits that the participant of the online training will receive. While doing so, remember that your posts should not be saturated with promotional formulas.

Take advantage of social media

There is no doubt that social media is one of the most effective promotional tools. Take advantage of the opportunities offered by platforms such as LinkedIn, Facebook, Twitter, and Instagram. Choose the platform that is most popular with your target audience. Post information about the webinar there, as well as interesting content related to it, such as infographics or promotional videos. Remember to target appropriately to reach people interested in your offer.

Social media

Prepare an interesting presentation

Preparing an interesting presentation is the key to a successful webinar. Make sure it is clear, aesthetically pleasing, and contains valuable content. Also, make sure that the presenter speaks in understandable language, avoids convoluted terms, and properly highlights the most important information.

Prepare for Q&A

Often during webinars, there are question-and-answer sessions. Prepare for them accordingly, think about the most frequently asked questions, and prepare answers to them. Also, don’t forget the opportunity to ask questions during the webinar, managing them properly is crucial to the success of the training.

Deliver value

Remember that a webinar is not only a tool to promote your company, but more importantly, an opportunity to deliver value to participants. Focus on making the training truly valuable, giving a lot of information and ideas, rather than just advertising your product or service. This will make participants more likely to attend future webinars and recommend your company to others.



Preparing an effective webinar is quite a challenge, but with the right preparation, a well-optimized registration page, email marketing, use of content marketing, social media, an engaging presentation, preparation for a Q&A session, and providing value to participants, you can achieve success. Remember, a webinar is a chance to reach more customers, increase your brand’s reach and build loyalty among attendees.

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