Webinar Marketing: Best Practices

Webinars are a powerful marketing tool for generating leads, nurturing prospects, and showcasing expertise. But simply hosting a webinar isn’t enough—you need a strategy to attract the right audience, keep them engaged, and drive meaningful outcomes.

Effective webinar marketing starts with careful planning and execution. From choosing the right topic to promoting your event across multiple channels, every step plays a role in maximizing attendance and engagement. After the live session, the work isn’t over—repurposing content and measuring success are key to making the most of your efforts.

In this guide, we’ll cover essential webinar marketing best practices to help you drive registrations, boost participation, and extend the value of your webinars beyond the live event.

Quick Takeaways

• Choosing a relevant topic and framing it effectively ensures your webinar resonates with your audience and drives engagement.
• Promoting your webinar through email, social media, website features, and paid channels increases registrations and attendance.
• Tracking key metrics like attendance, engagement, and post-webinar actions helps refine your strategy for better results.
• Repurposing webinar content into blog posts, social media clips, and email campaigns extends its value beyond the live event.

Webinar Usage Increases, Drives Great Results for Marketers

Many companies shifted live events during the pandemic to virtual ones, leveraging the webinar channel. A LinkedIn study reported that 67 percent of marketers increased the time and money invested in webinars. Another survey of content marketers revealed that webinars were the top-rated content for producing marketing results.

Organizations can also continue to use these assets to attract and convert customers by making them on-demand. It becomes a tactic that delivers value long after the initial broadcast.

So, how can you improve your webinar marketing strategy to reap these rewards?

Webinar Marketing Best Practices

We’ve curated a list of best practices to help you market your webinar.

Get the Angle Right on the Topic

Whether the webinar’s subject is well-known or trending, webinar marketing starts with the right angle. It needs to be something that your audience cares about and finds challenging.

Identifying the problem then needs to lead to how to solve it. Attendees need takeaways, and this shouldn’t turn into a commercial for your brand. Staying in a position of educating and helping is the best approach. Those solutions can include real-life examples and stories shared by your guests.

Hook Invitees with Inspired Emails

Typically, the main tactic to distribute the invitation is through email to your existing customers and prospects. The email must get them excited about the topic and register for it. Tips for doing this include:

• Define the value proposition of the content and use that for your subject line and opener.
• Set expectations with a bullet list with a heading like, “What You’ll Learn.”
• Introduce hosts and guests and their relevancy and authority on the topic. (Include a link to their LinkedIn profile, too.)
• Reference any key data that you’ll discuss on the webinar that is attention-grabbing.
• End with a strong CTA (call to action) that drives urgency like, “Save Your Seat.” (Add a comment that even if they can’t make the day/time of the event, they can still register to receive a copy of the recording.)

Drive Registrations in Multiple Channels

Besides using email marketing to generate registrations, you should consider other channels. Here are some other owned, earned, and paid options.

Owned Channels

• Feature the webinar on your website’s home page so new and returning visitors see it.
• Promote your webinar on your social media profiles with a strong image with the title and hosts. Pin it to the top of your profiles until the event date.

Earned Channels

• Publish a press release about the webinar.
• Create a media alert about the event for industry trades to report.
• Mention it on a podcast that an employee may be a guest on if relevant and within the right timeframe.

Paid Channels

• Launch ads on social media profiles targeted to your ideal audience.
• Advertise the webinar on industry publications as display ads or through their newsletters.

Not every webinar will fit every channel. It will depend on your audience, topic, and budget. Having a diverse channel mix can deliver great registration results.

Design a Conversion-Focused Registration Page

You have their interest, and they’ve landed on your registration page. Now you need to keep that going so they’ll sign up to attend. Focus on conversion design attributes. Give them enough information so they can make a decision on if the content would be beneficial. Highlight those same things from email copy (e.g., what they’ll learn, host bios, CTAs).

Ensure that the registration form isn’t too long. You only need their name, email address, and company. Look to other design best practices you’ve used prior that saw high conversions.

Manage Channel Execution Based on Engagement

A lot of data exists about the ideal times to email customers, post on social media, or other engagements. Look at your data to learn about days and times with the best results and follow those.

Measuring Webinar Success: Key Metrics to Track

Once your webinar is complete, measuring its performance is essential for refining your strategy and improving future events. Tracking the right metrics helps you understand what worked, what didn’t, and how to optimize engagement. Here are the key data points to monitor:

Registration and Attendance Rates

Compare the number of people who registered versus those who actually attended. A high drop-off rate between sign-ups and attendance could indicate issues with timing, reminder emails, or competing priorities. If attendance is low, consider adjusting your email cadence, testing different time slots, or adding calendar invite options during registration.

Engagement Metrics

Webinars should be interactive, not just another video presentation. Look at:

• Poll Participation – How many attendees responded to polls? High engagement here suggests an invested audience.
• Q&A Activity – Did attendees ask relevant questions? If participation was low, you might need to adjust your format to encourage interaction.
• Chat Engagement – If you enabled live chat, were attendees actively discussing the topic? Monitoring this can help gauge real-time interest.

Drop-Off Points and Viewing Duration

If your webinar platform provides insights into when attendees drop off, use this data to assess content pacing. If many leave early, your introduction may be too long, or the content may not be engaging enough. If engagement spikes at a particular moment, take note of what worked.

Post-Webinar Actions

A strong webinar should lead to further engagement. Track what happens next:

• Recording Views – Are people watching the on-demand version?
• Follow-Up Engagement – Do attendees open follow-up emails, download related content, or request demos?
• Conversion Rates – If your goal was lead generation, did the webinar result in new opportunities or sales inquiries?

Consistently monitoring these metrics allows you to fine-tune your webinar marketing approach, ensuring future events drive even better results.

Repurposing Webinar Content for Ongoing Marketing Impact

Your webinar doesn’t have to be a one-time event. Repurposing the content allows you to extend its value, reach a wider audience, and generate ongoing engagement. Here are some ways to make the most of your webinar after the live session ends.

Turn the Recording into an Evergreen Asset

On-demand webinars can continue to attract leads long after the live event. Host the webinar recording on your website, create a dedicated landing page for it, and promote it through email campaigns and social media. Adding a brief description and key takeaways can help visitors decide whether to watch.

Extract Key Moments for Social Media

Short, engaging clips from the webinar can be great for social media. Share highlights, expert insights, or compelling Q&A moments on LinkedIn, Twitter, and other platforms. Pair these clips with a strong caption and a link to the full recording to drive more views.

Repurpose the Content into Blog Posts and Articles

A webinar packed with insights can easily be converted into a blog post. Summarize the key discussion points, include expert quotes, and add actionable takeaways. If multiple themes were covered, break them into a blog series to keep the conversation going.

Use Webinar Insights in Email Campaigns

Your webinar likely included valuable stats, customer pain points, or industry trends. Use these insights in your email marketing, whether as standalone newsletters or part of a nurture sequence. Including a link to the webinar replay can reinforce key messages.

Incorporate Webinars into Sales and Training Materials

If your webinar addressed common customer questions or pain points, turn it into a resource for sales teams. They can use key segments to educate prospects, reinforce value propositions, or support follow-up conversations. Similarly, internal teams can use the content for training and onboarding.

Maximize Your Webinar Marketing Today with Intermedia

Webinar marketing requires strategic promotion, engagement, and follow-up to drive real results. By implementing these best practices, you can attract the right audience, keep them engaged, and extend the value of your content long after the live session ends. Continuously refining your approach based on performance insights will help you maximize the impact of your webinars.

Enhance your webinar strategy with Intermedia’s powerful communication and collaboration tools. Contact us today to learn more or schedule a demo to see how our solutions can support your webinar marketing success.

Mariel Santos

Mariel Santos is the Director of Marketing Communications at Intermedia