Webinar Strategy

Plan high-converting webinars for lead gen and education.

Webinar Types

Lead Gen:

• Topic: Industry insights, how-to
• Goal: Capture emails
• Pitch: Soft (end with CTA)

Product Demo:

• Topic: Product walkthrough
• Goal: Convert trials
• Pitch: Hard (product-focused)

Customer Training:

• Topic: Advanced features, best practices
• Goal: Retention, expansion
• Pitch: Upsell opportunities

Process

Step 1: Choose Topic

Good topics:

• Solve a real problem
• Not overtly promotional
• Featuring guest expert (boosts registration)

Bad topics:

• "Introduction to [Product]" (boring)
• Too broad ("Marketing 101")

Step 2: Promote Webinar

2 weeks before:

• Landing page (Zoom, Webflow)
• Email to list
• Social posts
• Partner promotion (if co-hosted)

1 week before:

• Reminder email
• Retargeting ads

1 day before:

• Final reminder email

Step 3: Run Webinar

Structure (60 min):

• 0-5 min: Intro, housekeeping
• 5-40 min: Content (teach, don't pitch)
• 40-50 min: Product tie-in (show how product helps)
• 50-60 min: Q&A, CTA

Tips:

• Use polls (increase engagement)
• Chat moderation (answer questions)
• Record (repurpose content)

Step 4: Follow Up

Attendees:

• Send recording + slides
• Offer demo or trial

No-shows:

• Send recording
• Invite to next webinar

Output

Webinar plan (topic, promotion timeline, run-of-show, follow-up).