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In this post I’m going to give you a really powerful step-by-step formula for marketing webinars using 4 landing pages and 3 emails (no big deal, right?). Before you start coming up with topics to cover, you’ll want to get clear on what your goals are.
For us, giving our community an opportunity to learn and ask questions in real time was really exciting.
But the true objective of our webinars from a marketing perspective was to increase interest in Unbounce and ultimately, increase revenue. The webinar title should answer the question, “What will I get by giving you an hour of my time and attention?” The more actionable the title, the better.
Your guest should be introduced in a way that qualifies them as the best in their industry. We use an Unbounce landing page to collect registrant info and connect it via Zapier to send their info to the GoToWebinar platform, which we use to host our webinars. For our Science of Landing Pages webinar (above) we asked registrants to submit a landing page for a live critique, received 500 landing page submissions and saw our highest attendance rate yet. By including a form to subscribe to the Unbounce Blog on our webinar registration confirmation page we grew our subscriber list by 60% in just 2 webinars. KISSmetrics turned webinars into their #1 acquisition channel using a similar post-conversion tactic. Using the same 5 elements you used above for your “register for the webinar” landing page, build another landing page, but this time, rather than promoting a webinar, you’re promoting your business.
For the best visitor experience possible, reinforce why visitors have landed there, where they came from and that they’re in the right place. Use a hashtag on Twitter before, during and after the webinar (ours is #unwebinar) to engage with the community and gather some great testimonials for future webinar marketing. Create a Google+ event – the notification gets pushed to every one of your followers – and post in any relevant G+ communities you’re associated with. Encourage your LinkedIn connections to spread the love about the webinar 1-2 weeks prior to the event and find a non-spammy way to post about it in relevant marketing groups.
The subject line needs to be concise and attention-grabbing enough to have someone open the email, but still describe what the webinar is about. The Call-to-Action (CTA) linking to your registration landing page should be easy to see and front-and-center. You can merge the last 3 roles below in your early webinar days like we did (ahem moi), but be ready to break them out when your number of attendees picks up. The Host is focused on engaging the audience and guest, interjecting at opportune moments to ask thoughtful questions and keep momentum up from start to finish. The Sidekick (sometimes furiously) answers attendee questions that come in via the chat box and gathers good questions for the presenter to ask. The Community Manager monitors the webinar hashtag on Twitter and fields questions from attendees.
The Manager keeps a bird’s eye view, keeping an eye on audience attentiveness (a real-time meter in GoToWebinar which can give tons of insight into what’s working and what’s not), an eye on Twitter and the GTW question box in case any red flags are raised, and an ear on the audio quality and pace. We’ve also found it useful to use GoToWebinar’s survey feature when attendees leave the webinar to gather feedback by asking if they found it helpful, and to see which topics attract the most qualified leads. If any glaring mistakes were made during the webinar, now’s your chance to edit those blemishes out, or you can add special effects, splash pages, or CTAs into your video. Even though the recording may be hosted by YouTube or Vimeo it’s important to create a landing page with the recording on it. This “webinar recording” landing page is where you’ll send webinar registrants and attendees in your webinar follow-up email.
Move your list of registrants and attendees from GoToWebinar (or whatever webinar tool you’re using) to your favorite email marketing tool.

Now’s the time to repurpose your webinar registration page as a landing page where people can sign up to watch the recording. By using the same URL for your “Get the webinar recording” lead gen landing page as your initial registration page, all the promotion you did prior to the webinar will now link to your new “get the recording’ lead gen page.
Link to your “Get the Webinar Recording” lead gen landing page from your website’s resources library to keep your webinar alive forever.
Do we gauge the success of our webinars by the number of new customers each webinar drives? We strive to make each Unwebinar an educational, entertaining experience for our audience and something that helps strengthen Unbounce’s position as the landing page leader.
Attendance – Our monthly Unwebinars receive an average of 2,400 registrants and 550 attendees. Attendee Satisfaction – We’ve been able to gather a number of quotes from Twitter that we can use as social proof.
Survey Results – Through GoToWebinar’s surveys, we’ve found that 41% of our webinar attendees are qualified leads. New Customers – Without giving away the farm, let’s just say webinars have been the #1 marketing channel for new customers this year. In what ways is doing a webinar better than just interviewing an expert and posting the recording on your website? We were short on resources too (2 of us, already freakishly busy), decided to dive in starting really small with a couple test groups (and low expectations). Hi Ted, Unbounce is a software for Marketers to build landing pages, unfortunately we don’t offer services like that.
Although, for some that feeling can be overshadowed with feelings of dread if you’re uneasy about the thesis. In 2013, webinars became our most powerful marketing channel, surpassing our blog, our ecourse and even our ebooks. Find out what your customers and potential customers want to learn, then deliver beyond their expectations. That way, when inspired attendees leave your webinar to carry out the advice they were given, your solution is the first one they’ll think of.
Sometimes experts who have made their name writing thoughtful content are looking for ways to practice their speaking in a professional, but more intimate setting. Our registration pages now convert at 60-70%, that’s a 150% increase in conversions over the standard GoToWebinar page! The people who reach your confirmation pages are super qualified and willing to engage with your content. Blasting every channel with the same message in the same way from your fancy social publishing tool won’t cut it.
You can also take advantage of the giant cover photo space by uploading a promotional banner linked to the registration landing page.
We find that using humor is a great way to hold someone’s attention, but the tone you use will depend on your business.
Register anyway and we’ll send you the recording.” We include this in some of our social sharing as well.
Your guest might be accustomed to being on webinars, but everyone runs theirs a little differently. Prepare slide templates for your guest in their preferred format (Keynote or PowerPoint, for example). About a third of all our webinar registrants sign up from the email we send the day before the webinar. Make it clear that this really is their last chance to learn about all the amazing stuff you’ll be teaching them. Your setup will be partially determined by what webinar software you’re using, but we have no less than 5 people involved during a webinar. They are also a great person to gather up any URLs mentioned during the webinar for sharing immediately and in the follow-up email.
Don’t forget, you’ve promised the recording to everyone who registered and there’s no doubt that you’ll be asked a handful of times before, during and after the webinar when you’ll be sending the recording (never fails).

When you’re happy with the video, upload it to your video player of choice (YouTube, Vimeo, Wistia, etc.). On this page include the title and description of the webinar, a nice large embed of the video, and a CTA linking to your “offering” landing page. There’s a number of ways you might want to segment your list so you can send them relevant email. Of the attendees surveyed in our last Unwebinar, 80% said the event was the highlight of their day.
Another tip to promote the webinar is to cross-post on event sites and webinar directories. I really think it comes down to what kind of a connection are you hoping to make with attendees. Always impressed with the quality, but his article was the icing on the cake that finally made me put Unbounce into my 2014 marketing budget. Speak to those on the frontlines: your customer support team, community manager or, better yet, your customers. If you’re really strategic about it, offering them the chance to make an offer to your super-qualified and captive audience could be enough to sway them. And then a week or so before the event, you can post a thought-provoking quote from the expert guest – linked to the registration page, of course. Sure, it could hurt attendance since people won’t worry about missing it when the day comes, but registration (lead gen) improves dramatically, and no one feels like they’re missing out just because of their busy schedule. Now imagine adding screen sharing software, broadcasting capabilities, and a slide presentation. It’s important to segment your list carefully so you aren’t spamming anyone (kittens die after all).
At the very start of our webinars we let attendees know that for anyone who is interested, we’ll be offering a demo of Unbounce after the webinar is over.
This allows us to add a call-to-action to our “offering” landing page in our follow-up email to leads, but not to customers. Former consultant, agency hired-gun, brand manager and tech community organizer, Georgiana's been cracking integrated web marketing across search, ecommerce, copy, email, social, product, analytics and usability for over 14 years. We have recently launched a curated index of Marketing related webinars that can help people discover great recorded and archived Webinars. For us, it was really important to get realtime feedback about how we were doing, give people an opportunity to ask experts questions (and get immediate answers, and offer attendees the option to stay on after our webinars to ask product related questions.
I’ll be referring to this post when our company starts providing webinars and seminars in 2014.
When Ryan, our Director of Customer Success, and I first considered hosting webinars, the horribly dry, technically adequate pitch sessions I’d attended were fresh in my mind.
Alternatively, remember that not every webinar needs a guest or speaker from outside of your company, in fact, an in-house expert can be a great place to start. Add a second presenter with their own assumptions, script, knowledge of software (or lack thereof) and agenda. Mitigate the inevitable technical hiccups by doing a dry-run a week before the webinar date. Without a doubt, if you are starting any business or trying to develop some ideas, you should consider including webinars into your marketing strategy.
Besides, you will have a freedom to organize them the way you want to, using your creativity and interests, so that provide both learning and fun experience for your audience. It also really helps to get a third person to join the dry run as an attendee to confirm they have no audio or video troubles.

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