Webinar Promotion Strategy Guide (2025)

Webinars are a powerful marketing tool — particularly in B2B industries, where they are the second most effective distribution channel. 

Yet the majority of webinars have fewer than 50 live attendees, and just 58.4 percent of registrants watch the webinar, according to research from Contrast. But you don’t have to be one of them.

This guide will show you 12 proven strategies on how to promote a webinar. I’ll show you the importance of using multiple channels, how to drum up interest, and how to extend the lifespan of your webinar by repurposing content. 

Key Takeaways

• Successful webinar marketing requires leveraging multiple channels, including email, social media, paid ads, and partnerships, to maximize reach and attendance.
• Building anticipation with teaser content, interactive social posts, and reminder emails helps keep potential attendees excited and committed to showing up.
• Analyzing past webinar performance (registrations, attendance rate, engagement) allows marketers to refine their strategy and improve future events.
• Turning webinar recordings into blog posts, short-form videos, and lead magnets helps extend the lifespan of the content and reach a broader audience.

Table of Contents

• Key Takeaways
• 1. Understanding Your Audience & Goals
• 2. Choosing the Right Webinar Platform
• 3. Creating a High-Converting Webinar Landing Page
• 4. Leveraging Email Marketing for Webinar Promotion
• 5. Social Media Strategies to Boost Webinar Attendance
• 6. Running Paid Ads for Webinar Registrations
• 7. Partnering with Influencers & Industry Experts
• 8. Utilizing Content Marketing for Webinar Promotion
• 9. Retargeting & Remarketing Strategies
• 10. Last-Minute & Day-Of Promotion Tactics
• 11. Post-Webinar Follow-Up & Repurposing Content
• FAQs
• Conclusion

1. Understanding Your Audience & Goals

Start by defining the ideal webinar attendee. After all, you need to know who you’re targeting to create compelling messages. 

List traits like:

• Age
• Gender
• Income
• Job role
• Industry
• Pain points
• Goals

Then, consider what these people care about. What problems do they need to solve? What are their aspirations? You’re onto a winner if you can position your webinar to solve their problems or fulfill their goal. 

Next, set goals for your webinar promotion strategy. Aim for specific, measurable, attainable, relevant, and time-sensitive (SMART) goals. Here are some great examples:

• Increase webinar registrations by 30% compared to the previous event
• Get a 60% attendance rate from an audience of 500+ RSVPs
• Get 1000 RSVPs a week before the webinar starts

The more specific your goal, the more focused you’ll be able to make your marketing plan. 

2. Choosing the Right Webinar Platform

Many top webinar platforms have built-in promotional tools to make your life easier. If you’re still looking for a way to host your webinar, I recommend choosing a platform that prioritizes marketing. 

Here are some of the top features to look for:

• Email marketing. Create an automated email campaign that nurtures and reminds attendees. 
• CMS integration. Hook up your landing page and webinar platform to automate the RSVP process. 
• Social sharing. Enable RSVPs to share their attendance on social media. This powerful form of social proof can lead to word-of-mouth marketing. 
• Analytics. Analyze your event’s engagement and viewership figures to learn how to improve. 

For example, WebinarNinja offers all these marketing features:

3. Creating a High-Converting Webinar Landing Page

Every webinar needs a landing page explaining when it is and what viewers will learn. Its goal? To convert as many visitors to attendees as possible.

Make it high-converting by including the following elements:

• A benefits-focused headline
• Speaker bios that prove their topical authority
• An agenda detailing everything users will learn
• A countdown timer to induce FOMO
• A CTA that signs users up

Here’s a great example from my agency, NP Digital:

Optimize the landing page for SEO where possible. 

A good strategy is to use the formula “[your topic] + webinar” in your heading and title tags.

You might not hit page one if the term is competitive, but there’s every opportunity to your landing page for niche keywords. 

Don’t let your landing page 404 after the webinar, also. Keep it live and swap out the registration CTA for a download one instead, which gives users instant access to the replay in return for their contact details. 

4. Leveraging Email Marketing for Webinar Promotion

Email is one of the best ways to promote your webinar. Send an email sequence to your list three to four weeks before your webinar that includes an announcement email, a reminder, and a last call. 

Each email should have the following:

• Personalization. Use the recipient’s first name at a minimum.
• An enticing subject line. Mention a benefit or pain point, if possible.
• An agenda. Outline what will happen and what attendees will learn. 
• The time and date. Make this impossible to miss.
• Segmentation. Divide your mailing list into smaller groups. Only send webinar emails to those who will be interested 

Include an RSVP button at the bottom of each email that automatically signs up the recipient. Follow up with an automated confirmation email and a calendar invite so they don’t forget. 

Here’s a great example of a webinar email from email template builder Beefree:

Finally, include your webinar in your email footer so everyone you correspond with beforehand knows about it. This is a great way to capture people who aren’t on your mailing list. 

5. Social Media Strategies to Boost Webinar Attendance

Organic social media is a great way to raise awareness for your webinar, engage with partners, and attract viewers. 

Here’s how you use the leading social networks:

• LinkedIn: An ideal platform for B2B webinars. Create an event on LinkedIn and promote it to your followers. 
• Twitter: Great for both B2B and B2C content. Create promotional posts and pin one of them to your profile so users see it every time they click your profile. 
• Facebook: Ideal for B2C webinars. You can create an event for your webinar and promote it on your page. What’s great about Facebook is that you can invite specific people to your event, allowing you to hone in on your target audience. 
• Instagram: Fantastic if you’re targeting millennials. Create a series of promotional posts and include the platform’s “remind me” button so users can sign up to get a pre-event reminder. 

Here’s a LinkedIn post we created for a webinar on conversion rates and customer retention strategies:

Finally, encourage attendees and employees to share the webinar with their network on LinkedIn and Twitter. 

6. Running Paid Ads for Webinar Registrations

Run ads on Google, Bing, and social network sites to reach people outside your audience. It’s great for getting RSVPs in a fast and measurable way.

Of course, it can also be expensive. LinkedIn will cost the most, but it usually generates the best leads. For example, it has an average cost per click (CPC) of between $2 and $3 and a cost per mille (CPM) of between $5 and $8.

Facebook should be cheaper (at $0.50 CPC and $3 CPM), but you’ll need to target a niche audience to avoid wasting your budget. 

If you’re running ads on social media, include an eye-catching image that contains as much info as possible. 

Check out this ad I ran for my digital agency: 

You can’t ignore me pointing to the massive benefits-focused headline. You don’t need to read the copy above the ad to know when or how to watch the webinar.  

But if you do read the copy, you’ll discover what you’ll learn (how to choose the right platform and create winning content) and who will teach you (me, Eddie Yoon, and Erik Stebbins).

If you’re budget-conscious, set daily spending limits and optimize your campaigns in the weeks before the webinar. Remember to pause your campaigns once the webinar goes live! 

7. Partnering with Influencers & Industry Experts

Partnering with an influencer, thought leader, or expert collaborator is a fantastic way to boost your webinar’s credibility and significantly expand its reach. 

When I wanted to host a webinar about website design and user experience, for example, I knew there was no one better than WPEngine CEO Jason Cohen:

Find non-competing businesses with a similar target audience and suggest working together on a webinar. Offer to do all the hard work (setting up, running, and promoting the webinar) and share the leads in return for their expertise. 

You can also use influencer marketing to grow your webinar’s audience. Start by sending a personal invite to a select few influencers in your space. Capture their attention by doing the following: 

• Personalize the invite. Using the influencer’s first name won’t suffice. Talk about their website or social following and explain why your webinar is a good fit for their audience. 
• Offer value. Explain the benefit to them personally of attending or promoting your webinar. That could be access to your audience, a fee, or a future collaboration, for example. 
• Invite them to speak. Influencers may be more likely to engage if you offer them a chance to engage directly with their audience. Your webinar could be a great way for them to grow their audience. 
• Include a media kit. If your brand isn’t widely known, a media or press kit can help influencers quickly understand who you are and the audience you serve. 

If they’re interested, see if they’d be open to promoting it to their audience. This softer approach can elicit a better response than going straight for the sell. 

8. Utilizing Content Marketing for Webinar Promotion

Incorporate your webinar into your content marketing efforts by writing a series of posts on the topic. Include sign-up forms in the middle and at the bottom of each blog post so interested readers can sign up. 

Review published posts to look for opportunities to include your webinar link. This is what I did when including a link to my webinar on GA4 in this post:

Turn to guest posting and press releases to promote your webinar’s reach outside of your audience and build some high-quality backlinks that will boost your SEO simultaneously. 

Press releases are a great way to promote your blog on news sites and industry publications. They can increase your webinar’s organic reach (since websites with strong authority tend to publish them) and help you control the narrative (since you get to describe the webinar). 

Guest posts are better suited to more general articles about the topic in question — with a link to your landing page, of course.

9. Retargeting & Remarketing Strategies

Just because users don’t register for your webinar when they first visit the landing page doesn’t mean they won’t convert in the future. 

By incorporating a pixel in your landing page’s code, you can track visitors across the web and serve them retargeting ads that encourage them to return and sign up. 

Make your retargeting ads compelling by:

• Using eye-catching visuals and persuasive copy
• Highlighting the key benefits of attending the webinar
• Including a clear call to action

Don’t bombard visitors, though. Set a cap on the number of times users can see your ad. If they haven’t signed up after seeing it a dozen times, there’s no point in wasting your budget further. 

10. Last-Minute & Day-Of Promotion Tactics

Although your webinar is only a few days away, you can still use plenty of last-minute promotion tactics to acquire more viewers.

Sending a couple of reminder emails is vital. Remind your audience a day or two before the event that it’s their last chance to sign up. Show them what they’ll miss out on (what they’ll learn by attending) and create FOMO with a countdown timer. 

Here’s an awesome example from Beefree:

Send a final reminder to your social media audience and encourage partners, hosts, and employees to do the same. Use countdown timers and teasers from webinar hosts to create a sense of urgency. Create a webinar-based hashtag your audience can share. You can also use the hashtag to promote the webinar when it goes live.  

On the day of the webinar, send reminder emails to your RSVPs so as many people as possible attend the live webinar.

Jump back on your socials and send one last pre-launch message with your hashtag. Consider posting live updates during the webinar to increase its reach after launch. These posts may encourage non-attendees to sign up for access to the replay. 

11. Post-Webinar Follow-Up & Repurposing Content

Your job doesn’t end when the webinar begins. 

Taking action after the webinar finishes hammers home your message and convert as many viewers as possible. 

The first thing to do is send thank you emails with replay links and additional resources. This is a great way to engage sing-ups who missed the live webinar and keep contact with attendees.

Next, start repurposing your webinar content to maximize ROI and lengthen its shelf life. These content types work well:

• Blog posts. You can create a blog post series about the webinar or include clips in upcoming posts on the topic.
• Short-form videos. Promote your webinar on video platforms like TikTok and YouTube using short-form videos. Remember to include a link to the landing page in the description. 
• Social media posts. Turn your webinar’s most valuable insights into social media posts. Don’t forget to tag the speaker!

Here’s an example from Buffer of how you can turn a webinar into a blog post:

Webinar insights are a great way to drive traffic to your webinar replay landing page and extend its reach, says McKenna Lasley, Digital PR Lead, NP Digital:

“Pitch inclusions could be key takeaways and data points, speaker quotes, industry insights or trends story, recorded webinar clips, follow up interviews with speakers, and offer additional content,” she says. 

FAQs

How to promote a webinar?

Webinar promotion demands a multichannel strategy, including email, social media, and paid ads. You can use teaser content to build anticipation, keep attendees informed with email reminders, and incorporate your webinar into your content marketing strategy.

How do you attract people to a webinar?

There are plenty of ways to attract people to a webinar, but it starts by having a landing page that explains what people will get for attending. Send users to the landing page using paid ads on Google and LinkedIn, social media, email, and through retargeting campaigns.

How far in advance should you promote a webinar?

Start promoting a webinar on social media by picking your most relevant channels. That’s LinkedIn and X (Twitter) if you’re B2B and Facebook and Instagram if you’re B2C. Create an event for your webinar on Facebook and Linkedin, then write a series of promotional posts. Encourage webinar hosts, guests, and employees to like and share the content.

Conclusion

So that’s how to market a webinar. 

With these strategies, you’ll be set up for a packed, high-impact webinar. Start with a couple of tactics, like building a landing page and promoting on social media, before expanding to paid ads and partnering with influencers.

Don’t forget to spend time choosing the right webinar marketing software, either. It can play a major role in helping you market your webinar with automated emails and reminders.