You pick up valuable insights after hosting hundreds of webinars with your team, often through trial and error. 😅 To spare you from making the same mistakes, I’ve compiled an extensive list of 55 webinar tips that I wish I had known years ago. These tips are the result of my hard-earned experience, advice from fellow webinar enthusiasts, and the analysis of many events conducted with our agency and my clients.

This post is quite lengthy, totaling approximately 9,756 words. If you’re short on time, no worries – I can send you the PDF version. If you’re feeling adventurous, keep scrolling. Alternatively, I’ve organized the tips into chapters to make navigation more convenient.

Table of Contents

Planning a Webinar

TIP #1

Ideal Participants Profile: Defining Your Audience

This is similar to a fundamental guide for content, but for your webinar to make an impact, it’s essential to grasp the audience you’re creating the content for and what benefits they’ll derive from it.

Utilize this uncomplicated formula and complete the specified areas in grey:

What's in it for them?

Example: After this webinar [content marketers] will [be able to produce content more consistently] because they have learned [that writing content is a skill that can be learned rather than a talent you’re born with], [how to set up a writing schedule to turn content production into a daily habit] and [why producing content in batches increases productivity].

TIP #2

Discover a Webinar Subject Guaranteed to Attract an Audience

You’ve already determined your target audience. Now, you need an engaging topic that will pique their interest and encourage them to register for your webinar.

LogMeIn conducted a survey of over 3,000 professionals to gain insights into what motivates them to engage with content. Here’s what they desire:

  1. Acquire new knowledge or skills within their field.
  2. Stay informed about industry news and trends.
  3. Gain innovative ideas relevant to their work.

Key takeaways:

🎓 Address your audience’s primary challenges and provide solutions. 🗞 Explore a current industry trend and take a clear position on it. 💡 Share your most ingenious ideas and valuable tips generously.

For more in-depth guidance on selecting a webinar topic, you can explore additional tips here.

Now, it’s time to refine your chosen topic and make it absolutely irresistible. ⬇

TIP #3

Discover a Webinar Subject Guaranteed to Attract an Audience

When my team and I analyzed the previously mentioned dataset of webinar sessions, our primary focus was to comprehend effective and ineffective strategies. We specifically delved into patterns within webinar titles.

Interestingly, employing the right pattern can amplify your webinar registrations by a remarkable 43%! Here are three proven title formulas that yield the best results:

  1. Lists: Titles using lists performed 43% above the average. For instance, consider the title of this article: “Maximizing Webinar Success: 55 Essential Presenter Tip.”

  2. How-To’s: How-to titles drove 36% more registrations compared to the average. They’re remarkably effective due to their simplicity and versatility in application. Consider the contrast between these two titles: “Data Visualization” or “How to Visualize Data to Generate Instant Insights.”

  3. Beginner’s Guides: Entry-level information and 101 titles outperformed the average by 31%. This pattern is simple to implement by just adding ‘101’ to your topic. For example, you could title a webinar as “Data Visualization 101.”

For additional inspiration, here are all six webinar title formulas that I’ve discovered to be effective.

TIP #4

Webinar, Workshop, Masterclass. Experiment!

You’re not obliged to label your event as a “webinar.”

Consider using alternatives such as “Workshop,” “Masterclass,” or “Training” and observe if it results in improved responses and higher attendance rates.

I’ve observed that by experimenting with different terminology, average attendance rates tend to rise.

Webinar
37%

This is the common terminology, and there’s no issue with it. The typical attendance rate within this category stood at 37%.

Workshop
40%

As highlighted by Val Geisler from ConvertKit, workshops set the expectation for more learning and less of a sales pitch. We’ve noticed a slightly elevated attendance rate of 40%.

Masterclass
45%

The term “Masterclass” conjures up the idea of in-depth knowledge imparted by a genuine expert and resulted in the highest attendance rate.

TIP #5

Tuesday to Thursday are the Best Webinar Days

The crucial aspect to consider is when not to schedule a webinar. Data indicates that Mondays and Fridays should be avoided, and the same applies to weekends, naturally.

This leaves us with Tuesday, Wednesday, and Thursday as the most suitable days for webinar hosting. The distinctions among the three are minimal. Thursday leads in terms of the total number of attendees, yet Tuesday and Wednesday boast higher attendance rates.

Get the full scoop on why these are the best days of the week to host a webinar here.

TIP #6

The Best Time to host a Webinar is 10 am to 11am local time

During our examination of the extensive dataset, I also explored the peak time of day for achieving the highest attendance. If all your attendees reside within the same time zone, the optimal time is 11 a.m., with 10 a.m. being a close second.

However, if your audience spans the entire United States, the following times are ideal due to the concentration of the population on the coasts. On average, hosting your webinar at Noon Pacific or 3 p.m. Eastern results in the highest number of attendees per session.

There is no good time to host a global webinar. The best way to reach a global audience is through webinar automation. (The alternative is to host multiple live webinars in different regions around the world.)

BestTimesToHostUS- webinar

For a more comprehensive analysis of the optimal times for hosting a webinar, you can explore detailed insights here, which differentiate between strategies for maximizing registrations and enhancing attendance.

TIP #7

Select a Peaceful Location for Conducting Your Webinar

For a more comprehensive analysis of the optimal times for hosting a webinar, you can explore detailed insights here, which differentiate between strategies for maximizing registrations and enhancing attendance.

To optimize your chances of success and minimize distractions, your ideal webinar location should have the following characteristics:

Reliable Internet Connection:
This is paramount. Although good webinar tools may try to reconnect during Internet disruptions, it’s wise to be prepared. Have your phone and mobile hotspot readily available in case of emergencies.

Quiet Environment:

If you’re in an open office layout, secure a room, preferably with a door. For better sound quality, try to avoid rooms with excessive hard surfaces, such as typical meeting rooms. Consider creating a DIY “on-air” sign using a lightbox to prevent interruptions.

Webinar,Hand,On,Table,Use,E-business,Browsing,Connection,In,Computer,

TIP #8

Must Have Webinar Equipment

You likely possess all the fundamental equipment needed to conduct a webinar, as the requirements are quite minimal. A basic setup typically includes:

  1. A computer (virtually any model will suffice).
  2. A USB microphone or headset.
  3. A webcam.
  4. Webinar software.

Of course, you can expand your setup further. In the image below, you can see my configuration, which includes two monitors, a standing desk, a light bar, a green screen, and an HD webcam. While it’s not visible in the photo, the standing desk is equipped with wheels, allowing me to easily relocate it to a suitable spot.

For additional details on my mobile setup, you can read more here. I also maintain an updated list of recommended webinar equipment.

webinar-setup

TIP #9

Ensure a Webinar Dry Run - Always.

Once, I managed to secure a renowned sales process influencer as a guest speaker for one of my webinars – and they did it for free!

With over a million Twitter followers and a track record as a serial entrepreneur, I was elated. Unfortunately, the influencer’s busy schedule left no time for a dry run. No big deal, I empathized.

Then came the day of the webinar. We had over 1,000 registrations, and the countdown to going live was just 10 minutes away. But there was no sign of the influencer. Panic set in as I imagined the impending disaster this webinar could turn into.

TIP #10

Ensure a Webinar Dry Run - Always.

Five minutes before the scheduled start time, the influencer finally made their appearance. The introduction had a few hiccups, but we eventually reached the main part of the presentation.

However, a 15-minute public service announcement about the entrepreneur’s latest startup preceded the valuable content. By the time we got to the excellent content, a substantial portion of the audience had already tuned out.

To this day, this remains my lowest-rated webinar, by a significant margin. The clear lesson from this experience is to always conduct a dry run.

A dry run helps ensure the technology functions properly, aligns you on the content, offers an opportunity to practice the overall presentation flow, speaker introductions, and transitions. For added peace of mind, keep a webinar checklist handy throughout the planning process.

Creating Engaging Webinar Content:

TIP #11

Structure your Webinars with this Simple Blueprint

The first time I secured a speaking slot at HubSpot’s INBOUND conference, I was thrilled, yet admittedly anxious. I questioned whether I could hold my ground among the somewhat intimidating marketing all-stars.

In an effort to excel, I enlisted the expertise of a presentation coach. I gained invaluable insights, one of which is a simple blueprint for structuring an effective talk, initially developed by a preacher – a method that works effectively:

  1. Set Expectations: Begin by informing your audience of what they’re about to learn. A concise title and a brief two-sentence summary work wonders. Then, swiftly dive into the heart of the matter by explaining how it benefits them.

  2. Justify Their Attention: Persuade your audience as to why they should invest their time and attention in your talk. Highlight the primary advantages they’ll gain by listening to you and what they’ll be capable of doing afterward that’s currently beyond their reach. In webinars, I often employ polls for this purpose, tailoring the value proposition to beginners and professionals. Another useful poll is to inquire about their main challenges and subsequently demonstrate how your presentation will address each.

  3. Deliver: This constitutes the core content of your presentation. For every key point, strive to make it actionable.

  4. Recap and Conclude: Summarize your key points and present your call-to-action. At conferences, this is typically when attendees take out their phones and share your slide on Twitter. This reinforces the value you’ve provided and ensures you remain memorable.

I’ve created a presentation template that you can utilize to implement this blueprint. You can access it below ⬇.

TIP #12

Craft a Webinar Presentation that Amazes

When it comes to crafting webinar slide decks, the principle of “less is more” applies. Less text and a focus on fewer, more impactful images are key. Follow these straightforward recommendations:

  1. Limit each slide to convey a single idea.
  2. Avoid bullet lists; each bullet point merits its own slide.
  3. Embrace image-centric slides for enhanced aesthetics and better recall.
  4. Use a font size of 36 or larger to cater to viewers with smaller screens.

Are there exceptions to the one idea/one image guideline? Certainly, there can be. However, as a general rule of thumb, aim for approximately 80% of your slides to adhere to this format.

For those interested in further guidance, Katy French from Visage has created an informative visual guide on designing captivating slides. Additionally, I recommend Tomas Bay’s Skillshare course and agency, “Slides that Rock.” If you’d like to explore my own insights on enhancing your webinar slide deck, you can find them here.

For inspiration, here are two of my all-time favorite slide decks:

TIP #13

Anticipate Common Webinar Questions

Each time you host a webinar, there are a few questions that you can count on receiving without fail:

  1. Is this session being recorded?
  2. How can I access the recorded session?
  3. Will you be providing the presentation slide deck?

You can proactively address these inquiries by incorporating a standard housekeeping slide. Additionally, I find it beneficial to remind the audience about the importance of their feedback, so my slide typically appears as follows:

TIP #14

No-Cost (or Budget-Friendly) Resources for Stunning Slide Presentations

Using the right tool for the job is the key to getting stuff done quickly. Over the years I’ve built a toolkit of trusted apps that work for me. They’re all either free or extremely affordable and none of them have ever let me down.

Colors

Images

Design Tools

Video Tools

Cool Extras

Tips for Promoting a Webinar

TIP #15

Increasing Webinar Attendance

The formula that determines the number of attendees for any webinars is obvious:

# of registrations X show rate = # of attendees

So there are two ways to increase attendance:

  1. Get more people to register
  2. Increase the show rate

What’s not so obvious is that one outperforms the other by leaps & bounds. Can you guess which one it is?

It is far more impactful for you to focus on getting more people to register. Let’s do some basic math:

Scenario 1
You sent a promo email to your list and now have 100 people registered. Your attendance rate is the lead gen industry average of 37%, so 37 people attend your webinar.

Scenario 2 – Focus on attendance rate
For your next webinar, you put all your effort into improving attendance rate. You make it easier for registrants to add the event to their calendar, send more email reminders and also a text reminder. As a result, your show rate increases to 42%. At 100 registrants your next webinar, therefore, boasts 42 attendees.

Scenario 3 – Focus on promotion
For your third webinar you look for more ways to promote the event. You find a co-host that co-markets the webinar with you and get 25% more registrations (this is the average we’ve seen with our won co-sponsored webinars). 125 registrations with your original 37% attendance rate yield 46 attendees.

So even on a small scale your time is better spent promoting the event, but the real power comes from scaling your promotion. 

There is a hard limit to how far you can increase your attendance rate, but there is no limit to how far you can scale promotion.

Case in point: Of the top 100 most-attended webinars analyzed in this study, only 42% had an above average attendance rate.

The other 58% had poor attendance rates but excelled at promoting their webinars to drive high numbers of registrants.

TIP #16

Market Your Webinars in Advance and Right Up to the Final Moments

In a separate analysis, we examined a sample of nearly one million individuals who had registered for webinars. One of our primary interests was understanding when they typically registered.

The findings revealed that 15% of registrants sign up more than 14 days in advance, while 52% do so in the 14 days leading up to the webinar. Surprisingly, 33% wait until the very last day to register.

The key takeaway here is that your promotional efforts should commence as early as four weeks before the webinar and should persist until the actual day of the event. Don’t hesitate to introduce an element of urgency in your promotions, such as “Only 10 minutes left! Register now for [WEBINAR NAME].”

Webinar Promotion

TIP #17

Email stands out as the Top Webinar Promotion Strategy

Email is unequivocally the primary method for generating registrations. The Unbounce case serves as a compelling illustration of the potent synergy between emails and webinars. In their comprehensive 15-step guide to a revenue-generating webinar program, they reveal that a significant 70% of their registrations originated from email marketing.

I’ve seen similar results on webinars I’ve hosted. For my webinars, the email list typically drives about 60% of  registrations. Co-marketing has been the #2 source of registrations at 25%. This again is mainly the result of email marketing – the co-marketing partner invites their list.

TIP #18

Crafting the Ideal Email Invitation for Your Webinar

To establish email as your primary method for acquiring registrations, you must create an irresistible email invitation. An effective email invite:

  1. Utilizes your captivating webinar headline (as discussed in tip 3) as the subject line.
  2. Maintains brevity, keeping the introduction to a maximum of two or three lines.
  3. Focuses on the audience’s interests rather than self-promotion.
  4. Highlights the benefits in concise bullet points, aligning with the advantages you outlined in tip 1.
  5. Includes a clear and prominent call-to-action, positioned in the top third of your email and reiterated at the bottom.

For further reading, check out my webinar email insights.

TIP #19

Regularly Update Your Invitation Template

My team and I observed a gradual decline in the effectiveness of our webinar invitations. We were perplexed, as we were diligently implementing best practices, and our email list remained fresh and robust. How could this be happening?

To investigate, we decided to conduct a split test for our upcoming webinar. We sent our standard HTML template to half of our list, while the other half received a plain text email. Surprisingly, the text-only email outperformed our HTML template by an impressive 41%. This phenomenon is not uncommon in the realm of B2B, as indicated by a survey of email marketers.

Does this mean you should discard all your well-designed templates? Not quite. Over time, we also noticed a decline in the performance of our text-only invitations.

The key takeaway: email fatigue is a real phenomenon. To maintain high open rates and engagement, it’s advisable to diversify your emails. Here are some strategies to consider:

  1. Experiment with well-designed HTML templates and plain text emails.
  2. Incorporate an image that teases a video, providing an additional incentive to click.
  3. Vary the sender’s name (as discussed in the next tip).
  4. Test different send times.

TIP #20

Optimise the Sender Name in Your Webinar Invitations

One of the simplest methods to boost your registration numbers is by experimenting with the sender name in your emails. Most modern email marketing tools offer A/B testing for this element, and the results can be quite impactful.

Here are a few sender name variations you can test:

🏢 ACME Corp: Suitable for well-established brands. 💻 ACME Webinars: If your content consistently excels. 👩 Josie at ACME: Adds a personal touch to your brand and makes it more approachable. 🦸‍♂️ Clark Kent: Ideal if you’re a well-known personality to your audience.

However, it’s essential to avoid the following:

💊 Generic terms: Using terms like “Webinars” as your sender name is not advisable. 🙊 “Do Not Reply”: Never send emails from a “do not reply” address, as it’s considered a poor practice.

For instance, when we transitioned from sending emails as “Company name” to “Nyrie from Company name,” our attendance rate increased from 35% to 42%. Regrettably, this boost didn’t last, which is why, as mentioned in tip 19, it’s crucial to keep experimenting and diversifying.

TIP #21

Conduct A/B Testing on Subject Lines for Optimal Attendance

Another evident element to subject to A/B testing is the subject line, which aligns with the discussion in tip 3 about crafting a captivating webinar title.

Conducting a subject line split test offers the quickest way to gauge whether your approach is on the right track. Begin by selecting 10% or 20% of your mailing list and dispatch a split test. Subsequently, send the more successful variation to the remaining subscribers.

Here are some aspects to consider testing:

  1. Prefix the subject line with “[Webinar]” before the title, such as: “[Webinar] How to Create Client Attracting Content.”

  2. Phrase your title in the form of a question, for instance: “Are You Struggling to Create Even Basic Content?”

  3. Experiment with two completely different titles: “New Research: Content Craeted with AI Revealed as a Scam” vs. “The 9 Most Common Misconceptions About Content Creation with AI.”

  4. Incorporate personalization into the subject line, like: “Social Media Thought Leader Makes Unveils Content Creation.”

For additional ideas, HubSpot offers an extensive list of elements to test in email marketing.

TIP #22

Re-send the Invite to anyone who hasn't opened

Send a second invite to anyone who hasn’t opened the initial invite. A case study from SendPulse saw this practice increase the open rate from 13.08% in the first send to 20.04% after the second send.

Make sure that you put a three- to four-day wait period in between and change up the subject line and ideally the content of the email. As open rates are not 100% reliable it also makes sense to suppress anybody who has already registered for the webinar.

Here’s an example from my inbox. You could argue the Content Marketing Institute could have been more creative with their second subject line 😉.

Registration reminder for webinars

The second send will always have lower engagement, so use this tactic in small doses as you run the risk of negatively impacting your sender reputation.

TIP #23

Boost Registrations through Co-Marketing Efforts

Possibly the tip I hold dearest on this list, co-marketing is the often underestimated secret to filling your webinar to capacity.

We’ve previously emphasized how email is the top tactic for driving registrations. Surprisingly, email is also the second most effective. That’s because the next best thing to emailing your own list is emailing someone else’s list! 📬

Seek out a collaborator offering a complementary service or product, targeting a similar audience, and propose a co-hosted webinar.

In my case, I proactively reach out to intriguing partners through LinkedIn, typically initiating contact with their CMO or Marketing VP. If that doesn’t yield a response, I attempt to locate the individual responsible for their webinars.

Feel free to utilize my co-marketing outreach template for your outreach efforts. You can refer to the screenshot for a typical response.

Through joint promotion of the event to both of your lists and social channels, featuring expert speakers from both sides, and sharing the registrant and attendee lists afterward (while ensuring explicit consent on your registration page), you can anticipate an average increase in registrations of around 25%. My most successful jointly hosted webinar garnered 34% of registrations from the partner and an impressive total of 1,992 registrations.

Feedback

TIP #24

Boost Registrations by 43.8% Using Brief Video Previews

Desire a substantial 43.8% increase in sign-ups from your standard list, all without incurring additional costs? Well, you’re not alone! That’s precisely what an experiment I conducted accomplished—by introducing a video teaser to our email invitation and landing page.

Below, you’ll find the email invite featuring the promotional video. I co-hosted the webinar which also served as the platform for creating the teaser.

Remarkably, the click-through rate of the email featuring the video exceeded the control group by 24%. Although it may appear as if the video is embedded within the email, it’s essentially a GIF image that is linked to the landing page.

Gif

We got another 24% lift on the landing page – this time as measured in conversion rate from page visit to webinar sign-up. Here’s what the registration page looked like:

The result was a compounded 43.8% increase in registrations. My first video took me about five hours to produce, but by now I average about 40 minutes per video. Very well worth the effort in my book.

TIP #25

Essential Components for an Effective High-Converting Landing Page

Your webinar registration serves as the ultimate persuasion tool. You’ve successfully guided your potential audience this far, stoking their interest in your topic. Now, it’s time to seal the deal.

Ensure you’re on the right track with this concise checklist:

  1. Feature your compelling webinar title prominently in a large font.
  2. Explain the value for potential attendees in a brief three-sentence description.
  3. Present 3-5 key benefits that outline what attendees will learn, ideally in an easily digestible bullet point format.
  4. Display an image and provide a brief bio of your speakers.
  5. Keep your registration form concise, requesting only essential fields, typically limited to name and email. You can collect more audience insights through polls during the webinar.
  6. Conclude with a prominent and unequivocal call-to-action button. “Save your spot” is an effective choice to start with.

Numerous landing page tools like Unbounce and LeadPages offer pre-designed webinar registration page templates that you can effortlessly customize to suit your needs.

If you’re operating within a tight budget, you can achieve impressive results inexpensively using WordPress and a free page builder like Elementor. Here’s an example of a registration page I created economically with this setup.

The illustration below from Usertesting.com encompasses all the fundamental elements of a well-crafted webinar sign-up page.

TIP #26

Put your Forms in a Modal

For optimal registration rates, consider eliminating the registration form from your webinar landing page entirely. Instead, include only a registration button with a call-to-action, triggering a brief form within a modal window.

While I vaguely recall Tim Paige once sharing results from an A/B test that demonstrated the effectiveness of this method (apologies, but I’ve misplaced the link to the test), the fact that all their webinar templates adhere to this format suggests its efficacy. You can refer to the animation for a quick illustration.

This form-in-a-popup approach complements the use of a post-submission form exceptionally well. After the registrant has provided the essential information, you can display the registration confirmation within the modal. Beneath it, you can include several form fields to gather additional details, such as “so we can tailor the webinar to your preferences.” Valuable inquiries might pertain to the registrant’s experience level, use case, primary challenges, and more.

In tests, 61% of all registrants willingly supplied the additional information. This is tremendously valuable for gaining a deeper understanding of your audience and effectively segmenting your contact list.

For further insights on the effectiveness and rationale behind these multi-step forms, Marcus Taylor from LeadFormly provides a comprehensive explanation.

TIP #27

Concentrate Solely on the Immediate Next Step

When approaching webinar promotion, it’s valuable to adopt a perspective in which each individual element within your promotion serves a singular purpose.

The subject line of your email invitation has a singular task: enticing the recipient to open the email. Your email content has a solitary mission: encouraging the reader to click through to the landing page. Your landing page headline bears one responsibility: capturing the reader’s attention to engage with the landing page. Your landing page content has a lone objective: persuading the visitor to register. And so forth.

By adhering to this approach, you can maintain focus on what truly matters, resulting in copy that effectively guides the reader toward the ultimate action: attending your webinar.

Credit for this approach is attributed to Joana Wiebe of CopyHackers. You can find an illustration of this concept below.

TIP #28

Facebook and LinkedIn are your best Bet for Paid Promotion

As you’re aware, as outlined in tips 17 and 24, email and co-marketing stand out as the top methods for generating organic traffic to your webinars.

However, if you happen to have a budget for increasing registrations, where should you allocate it?

The solution: Facebook and LinkedIn!

Two pivotal success factors come into play:

#1 Retargeting Employing retargeting for your site visitors brings about a substantial reduction in costs and delivers impressive conversion rates. Video platform Vyond has effectively harnessed this strategy, reaping a $1.52 return for every $1 invested. Actual results from one of their webinar promotions on Facebook are presented below:

#2 Promo videos
For best results combine Facebook retargeting with video ads (see tip 25 for how to produce them). Videos have a much higher engagement and response rate on Facebook than static banners. 

Make sure you don’t forget the captions as the video ad will play back without sound until unmuted by the viewer.

TIP #29

Conduct Your Webinar Twice!

The primary reason for individuals not attending webinars is scheduling conflicts.

Hence, if you have the flexibility, consider offering multiple alternative time slots to enhance the likelihood of prospective attendees finding a suitable schedule. This approach typically leads to a significantly higher registration rate.

For those with limited time (which, let’s face it, is most of us), you can still apply this strategy by simply conducting the exact same webinar on two separate occasions. This method is precisely what Larry Kim, the founder of Wordstream and CEO of MobileMonkey, employs.

Larry refers to this approach as “Unicorn Marketing.” It involves focusing on a topic that strongly resonates with your audience (a unicorn) and building upon that success.

The actual results from Larry’s webinars, which are presented below, unequivocally demonstrate the effectiveness of this approach. It’s worth noting that a “Unicorn baby” denotes a variation of the same topic. You can delve further into this concept by exploring Larry’s in-depth post on unicorn marketing on Medium (a highly recommended read!). To take it a step further, Larry also recommends utilizing Facebook Messenger bots for webinar sign-ups.

TIP #30

Send Automated Reminder Emails

Within a four-week timeframe, the following sequence is suggested:

The initial invitation dispatched four weeks before the webinar The first reminder sent one week before the webinar The second reminder dispatched a day before the event The final reminder disseminated on the morning of or an hour before the webinar

In cases with a two-week promotional period, it’s advisable to streamline to three emails, commencing with the invite between 7 to 14 days before the webinar. This is then followed by a reminder the day before and another reminder on the day of the event.

Terry and Lori from Wild Apricot, specializing in membership management tools for non-profits, have conducted tests on reminder frequency and timing. The chart below illustrates the impact they have observed.

TIP #31

Boost Attendance via Text Message Notifications

ext message reminders can help you further boost your attendance rate.

Chris Brisson, co-founder of text message provider Call Loop, has experienced an average increase of an additional 7%.

Offering this reminder service also gives your attendees a reason to provide you with their mobile number, opening up an interesting communication channel.

Make sure you keep that field optional to keep registration rates high and make it clear what your registrants are opting into and how you will use the data.

Twilio has a native integration with many webinar platforms, but you can also hook up alternatives like TextMagic through Zapier

Tips for Promoting a Webinar

TIP #32

Three Approaches to Conquer Public Speaking Anxiety

In my teenage years, I was gripped by an overwhelming fear of public speaking (you can read my story here). However, in 2011, I made a bold decision to confront this fear head-on. I secured a speaking slot to present a case study at the Email Marketing Summit.

Here’s what allowed me not only to survive that day but also to speak at numerous conferences and even more webinars:

🥋 Master your subject matter At the time, I was an absolute email marketing expert. Serving as the Head of Marketing for a German software company, we were one of the first customers of Eloqua in Germany when marketing automation was still in its infancy. My topic was exceptional, and I had an in-depth understanding of it, which greatly bolstered my confidence.

🎻 Rehearse relentlessly I had read that Steve Jobs meticulously rehearsed all his major speeches weeks in advance, dedicating countless hours to practice. So, I decided to adopt the same approach. I rehearsed both alone and in front of my wife and my team. I continued practicing until every word flowed naturally, mirroring my stage performance.

📋 Confront your fears Many years later, I learned a valuable tip from a speech coach. I had been selected to speak at INBOUND, an event that demanded my very best speech. During our initial session, my coach skillfully guided me through a discussion.

Is this your first speech? No, I have prior experience.

But INBOUND is a smaller event, correct? No, it’s a substantial event.

And your speaking slot is secured because you’re a sponsor, right? No, I applied and was accepted based on my topic.

Gradually, I realized where he was leading me. He illuminated all the reasons for me to have confidence, which was immensely helpful. The technique he imparted involved methodically listing all my fears, such as the fear of ridicule, people walking out, or experiencing a complete mental blank, and then systematically refuting each fear one by one. I still employ this method today, particularly when the stakes are high.

TIP #33

Effective Practices for Webinar Day

I often berate myself when I realize too late that it’s webinar day and I’ve deviated from one of my established good habits. They may not be groundbreaking, but neglecting them comes with its own risks 😉

🚫☕ No coffee! Some of the side effects of coffee, as listed by WebMD, include nervousness, restlessness, increased heart rate, and anxiety, among others. You’re likely to feel nervous and anxious enough before the webinar. Save your coffee for after the event!

🚫🥤 No carbonated drinks Who wants to spend 40 minutes trying to stifle a burp away from the microphone? I certainly don’t.

✅🚰 Have some water on hand A glass of still water is an excellent companion for any presentation. It keeps your voice supple, and taking a sip provides a great opportunity to pause and pace yourself.

✅🚾 Finally, make sure to take a bathroom break before you go live 😉

TIP #34

Present Your Webinar Standing

I like to stand when I deliver a webinar and I’m not alone in that. It’s for the same reason you see rock, pop & opera singers stand most of the time: your voice will project better. 

Experiment with a standing desk to host your webinars from. I have one with wheels that I can take to any room I need it in. See the photo below.

TIP #35

Enhance Your Webcam Setup with a Green Screen

Use a green screen to look your best no matter what location you’re presenting from and bring some Hollywood production value to your webinars.

You then use a software like SparkoCam (PC) or ManyCam (Mac) to replace the green background with a custom image. I’ve found stone walls to work well. You’ll have to experiment a little. 

TIP #36

Minimize Distractions

Embarrassment. Ah, isn’t that what we all desire?

No! Definitely not. I don’t, and neither do you. Nobody does.

If you want to prevent embarrassing Skype messages from your mom or tasteless GIFs sent to you by your co-workers from appearing on your webinars, here’s what you need to do: Turn off all distractions! That’s right! 🔕 Put your phone on silent 💬 Disable chat and email notifications (Outlook, Skype, Slack, etc.) 🛑 Hang an “ON AIR” sign to prevent any unwanted interruptions during your webinar

TIP #37

Have a Contingency Plan

Some time ago, I conducted a webinar from a new room.

This room was purposefully designed for webinars, equipped with top-notch equipment, sound paneling, and an impressive backdrop. Everything seemed perfect.

We conducted rigorous testing to ensure flawless performance, and it went off without a hitch.

Until the power unexpectedly went out.

You see, the room was configured to enter power-saving mode after 30 minutes of inactivity. The backdrop obstructed the sensor, and halfway through the webinar, I lost power, leading to my computer shutting down. We had never tested beyond the 30-minute mark.

Fortunately, my co-host, Erica Maki, was there to keep the show running while I switched to my backup computer.

The valuable lesson learned: Always have a contingency plan in place!

Here are some tips to ensure webinar preparedness:

💻 Keep a backup computer readily available and connected to the webinar. 📶 Pair the backup computer with your mobile phone’s internet hotspot. 👊 If possible, have a co-organizer present in the session.

No webinar platform can guarantee 100% uptime, and various other unexpected issues can arise. With these tips, you’ll be well-prepared for power outages, internet problems, computer crashes, and most other potential mishaps.

TIP #38

Enhance Your Confidence with Power Poses

One of my favorite TED Talks features Amy Cuddy, where she discusses the impact of body language on one’s feelings. While there has been some debate about the validity of her findings, her latest research seems to have put those doubts to rest.

What she discovered is that adopting powerful poses can actually make you feel more powerful. And let’s face it, who doesn’t want to feel powerful, especially right before stepping onto the stage to address a large audience?

So, before every webinar, both my team and I, and our guest speakers when they’re willing, engage in a little power posing. It not only boosts our confidence but also adds a bit of fun and relaxation before the webinar begins.

How to Engage Your Audience

TIP #39

Start Early for Pre-Show Conversation

I like to start my webinars 3-5 minutes before the scheduled start time. Here’s why:

  1. It makes early attendees feel special. They get some exclusive pre-show banter as a reward for joining early.
  2. It reduces your webinar nerves. People enter one by one, rather than all at once at the top of the hour.
  3. It sets a relaxed and friendly tone. You transition from the green room chat with your co-presenters to a small, intimate audience, and amicable conversation follows. It creates a positive atmosphere.

Now that you’ve launched early, what’s next?

Personally greet attendees as they arrive. It’s enjoyable for those addressed by name and helps the entire audience feel like part of a group. If there are too many participants to greet individually, no worries. Let the audience know, saying something like, “Wow, so many of you are here today, and I’m sorry I can’t greet each of you personally.” It conveys a friendly, human, and relaxed vibe.

If you’re unsure of what to talk about, two small talk topics work well: “Where are you joining from?” and “How’s the weather where you are?” You can also use variations, such as “What’s the view outside your window?” This is also an excellent opportunity to learn more about your audience’s interests, their pressing questions, and what they expect from the webinar based on the description.

TIP #40

Engage Your Audience with Icebreakers

One effective strategy to captivate your audience is to kick off with an icebreaker question. This method, a staple of numerous in-person workshops, seamlessly transitions into the webinar setting.

Pose an open-ended question that’s relevant to your webinar content and easy for every participant to respond to. For an added bonus, infuse an element of fun into your icebreaker. I’ve employed inquiries about beloved 80s TV shows (see the slide below for my all-time favorite allows me to sneak in a David Hasselhoff reference into my presentations), preferred robots, or even shared terrible customer service experiences. The possibilities are endless!

Ice Breaker

TIP #41

Engage Your Audience with Icebreakers

Call out and comment on fun responses as they come in. This gets your webinar attendees familiar with the chat or Q&A function of your webinar tool and it gets them to take action.

In analyzing the average time an attendee spends on a webinar we’ve found that active participants in a webinar are more engaged, stay on longer and are more likely to respond to your call-to-action.

Here are some webinar icebreaker thought starters.

TIP #42

Appear on Camera!

I am a staunch advocate for the power of video. Even before we could physically meet, our daily interactions on video had created a sense of closeness and familiarity as if we had been working together in the same office.

It doesn’t matter if you believe you “have a face for radio.” What truly matters is that you’re a genuine individual with all the idiosyncrasies we all possess. This authenticity makes you relatable and lays the foundation for building relationships and, ultimately, trust with your audience.

As a testament to this, when I surveyed another webinar audience about whether they found presenters on webcam engaging or distracting, the response was unequivocal: 83% found webcam presenters to be either very engaging or engaging.

Webinar Camera Stats

I trust that I’ve successfully persuaded you to appear on camera next time. To help you look your best, here are some additional tips:

  1. Invest in an HD webcam (or consider using a DSLR camera for streaming). I personally use standard Logitech webcams, and they’ve served me well. The Logitech C922 Pro is an affordable option that delivers good results.

  2. Don’t underestimate the impact of proper lighting. Justin Brown has created an excellent beginner’s guide on video lighting that can help you achieve professional-looking results.

  3. A professional background can significantly enhance your appearance. You can follow Hollywood’s example by using a green screen, or you can explore budget-friendly alternatives like using simple paper backgrounds, as recommended by the video hosting company Wistia.

If you decide to try any of these tips and make your on-camera debut, please share your experience in the comments below!

TIP #43

Introduce Your Guest Speakers with Star-Quality Pizzazz

Generate Enthusiasm for Guest Speakers with a Spectacular Introduction

Elevate their expertise, share a personal insight gained from their knowledge, and express your eagerness about their contributions to the webinar.

Recall the framework introduced in tip 10 – the four moments you “Tell them”? Utilize the speaker introduction to explicitly “tell them why they should listen.”

Acknowledgment for this valuable technique goes to Todd Earwood, a webinar expert who has perfected a winning method and sequence. Explore the enlightening podcast by CoSchedule, where Todd elaborates on this approach.

TIP #44

Foster Engagement Through Polls

I’m serious. Polls are one of the most underestimated webinar tools and there’s no excuse for not using them as they are so simple to set up. Polls have several great benefits: They get your audience to interact, instantly increasing their engagement and likelihood to stay on longer.

You gain insights about the audience that you can use to adjust your talk on the fly. Polls provide quick & painless primary research data you can turn into content or share on social. They’re also great at helping you segment your audience and email list and increase the relevancy of your communication.

Tied to that is their most important benefit: The information you gather through in-session polls helps your sales team understand the customer and craft a much more relevant follow-up. My favorite poll questions to tailor your delivery: What’s your experience level with [TOPIC]? Beginner / Intermediate / Advanced / Pro The following one courtesy of Craig Hadden and has helped me more than once: How’s the pace of this webinar? Much too slow / A bit too slow / About right / A bit too fast / Much too fast Great questions to better understand and segment your audience: What are your biggest challenges with [TOPIC]? What are your main use cases for [SERVICE]? A typical question for gathering ad-hoc research data: Would you agree that [STATEMENT]? Strongly disagree / Somewhat disagree / Somewhat agree / Strongly agree The tweet below is an example of data gathered from a webinar poll and shared on social.

TIP #45

Avoid the Seven Deadly Sins of Poor Webinars

I’m serious. Polls are one of the most underestimated webinar tools and there’s no excuse for not using them as they are so simple to set up. Polls have several great benefits: They get your audience to interact, instantly increasing their engagement and likelihood to stay on longer.

You gain insights about the audience that you can use to adjust your talk on the fly. Polls provide quick & painless primary research data you can turn into content or share on social. They’re also great at helping you segment your audience and email list and increase the relevancy of your communication.

Tied to that is their most important benefit: The information you gather through in-session polls helps your sales team understand the customer and craft a much more relevant follow-up. My favorite poll questions to tailor your delivery: What’s your experience level with [TOPIC]? Beginner / Intermediate / Advanced / Pro The following one courtesy of Craig Hadden and has helped me more than once: How’s the pace of this webinar? Much too slow / A bit too slow / About right / A bit too fast / Much too fast Great questions to better understand and segment your audience: What are your biggest challenges with [TOPIC]? What are your main use cases for [SERVICE]? A typical question for gathering ad-hoc research data: Would you agree that [STATEMENT]? Strongly disagree / Somewhat disagree / Somewhat agree / Strongly agree The tweet below is an example of data gathered from a webinar poll and shared on social.

The poll question you should include in every one of your marketing webinars:

  • Are you interested in a follow-up conversation
    Yes, please / Thanks, I’m good for now

TIP #46

Foster Engagement Through Polls

I’ve devised a metric to ensure I provide value and maintain audience engagement, which I call AIM, or Average Insights per Minute. When I assess my content, I evaluate each slide to determine the insights it offers to the audience. If a slide lacks valuable insights, I eliminate it. While prioritizing insights is crucial for delivering quality content, you can also enhance your performance by avoiding common mistakes.

LogMeIn conducted a survey involving over 3,000 professionals to identify preferences regarding content. This research revealed seven common pitfalls in content creation that you should steer clear of:

  1. Excessive promotion
  2. Wordiness
  3. High-level, abstract content
  4. Lack of actionable information
  5. Subpar format and design
  6. Ineffective writing and delivery
  7. Failing to deliver on promises made

TIP #47

Enhance Your Presentation Skills by Training Your Voice

You don’t necessarily need a voice coach, but watching the short TED talk by Julian Treasure linked below will significantly help you become a more engaging presenter.

If you’re short on time and prefer a summary, here are the key points:

Julian proposes that there are four cornerstones of an engaging speaker:

  • Honesty
  • Authenticity
  • Integrity
  • Love

These principles resonate with personal experiences. Speaking passionately and genuinely about a topic that is close to your heart can make you a more engaging speaker, as people tend to detect deception on some level.

Julian goes on to introduce the incredible toolset that our voice represents and explains how to use it effectively. Personally, I find adjusting pace and volume to be the easiest to apply (covered starting at minute 4:38):

  • Register
  • Timbre
  • Prosody
  • Pace
  • Pitch
  • Volume

The TED talk also includes a practical demonstration of how to warm up your voice before giving a speech, which begins at 7:47 in the video. For the full presentation, please watch the video below:

TIP #48

Enhance Your Presentation Skills by Training Capture the Audience's Interest with Quizzes

Quizzes are a fun variation of a standard poll that can break up longer stretches with a single speaker.

My friend Roger Courville, aka The Virtual Presenter, introduced me to this idea and the two quiz types below in particular. 

Quizzes are fun for everyone and an easy way to pull your audience back in and get attendees to interact and engage. 

One fun variation is “Are you smarter than a 1st grader?”. As you can see I put a slight spin on it and tailored it to my audience. Click through the image carousel to see how it works.

Another variation is “Fact or Crap”. This one is great for really driving a surprising point home that challenges your listeners’ preconceptions. You introduce a somewhat improbable statement, let the tension build a little and then reveal the surprising answer.

TIP #49

It's ok to Go Long with your Webinars

Webinars are the poster child for long-form content. If your content is good the participants will spend about an hour with you. Where else do you get to spend that much time with a prospect or customer?

Below are the average times in minutes a webinar attendee typically spends on a webinar, broken down by use case. 

Want yet more ideas? Here are a few other ways to deliver more engaging webinars.

Marketing Webinars

Minutes avg. Attendance

52

Corporate Comms

Minutes avg. Attendance

55

Online Trainings

Minutes avg. Attendance

55

Turn Attendees into Hot Leads

TIP #50

Convert Your Audience with a Concise Call-to-Action

One of the best ways to boost conversions from a webinar is to capture the interest in the exact moment your audience is ready to take action. That’s why planning for what is called the hook or call-to-action is so important.

Deliver outstanding, immediately actionable insights and advice until two thirds into the webinar. You’ve demonstrated your expertise and provided value, now you have permission to prompt an action.

If you’ve done your job well your participants are full of new ideas to try and ready to roll up their sleeves. The perfect moment to tell them how you can help and give them one clear next step to take. That could be a consultation, a product demo, or a discount for a product.

 

 used to have a call-to-action sending attendees to landing page. They’d click the link during the webinar and get to the landing page where they would have to fill out a short form to get the offer.

Over the past year, I’ve changed my approach. I now start a quick poll asking “Would you like a follow-up conversation?”. I have a slide in my deck dedicated to just this purpose.

With the new approach, our average number of highly qualified leads increased by 244% and the value of sales pipeline generated still rose a respectable 220%. On average each of our webinars generates $69,000 in sales pipeline.

Using an in-session poll to get your audience to raise their hand for a follow-up works because there is no break in the experience. Attendees answer the poll right in the webinar tool and don’t have an additional click to a landing page and form fill to complete.

For listeners, the poll is a convenient way to take the next step and put what they’ve learned in the webinar into practice.

TIP #51

Don't Forget to Summarize

Don’t forget the recap slide.

Just before the end of the webinar, recap everything your audience just learned on one simple, visual summary slide.

When I present at conferences this is the moment everyone pulls their phone out, snaps a photo, and shares it on Twitter.

Build that moment into your webinar and actively encourage your audience to take a screenshot and share it. Here’s an example from one of my sessions

Webinar Stats

TIP #52

Collect Feedback and Customize with an Exit Questionnaire

Most webinar platforms provide the option to survey attendees as they exit. Take advantage of this opportunity to collect feedback and valuable information for tailoring your post-webinar approach.

In our continuous efforts to enhance our webinar program, we utilize a four-point rating scale during exit surveys: Excellent, Good, Fair, Poor. We then calculate the percentage of respondents who chose either Excellent or Good. Our highest rating reached an impressive 96%, with 69% rating it as excellent. Even for our less successful webinars, we still managed a 63% good/excellent rating.

When attendees select Fair or Poor, I carefully review every comment or question provided. This helps identify areas for improvement and understanding their specific concerns.

We also reiterate the question, “Would you like a follow-up conversation?” to encourage additional interactions, even from those who might have missed the in-session poll. This includes individuals who only viewed the recording, emphasizing the importance of keeping this question in your survey.

The exit survey offers valuable segmentation and personalization opportunities. Consider including questions such as:

  1. Do they currently use a product or service similar to what you offer?
  2. If yes, which competitor’s product are they using?
  3. What is their primary use case?
  4. “Is there anything else we can assist you with?” – an open text field that often provides insightful responses.

By integrating your webinar platform with your marketing automation system, your team gains the necessary elements and context for crafting highly personalized follow-ups.

TIP #53

Record All your Webinars

Always record your webinars.

Your audience will invariably ask for a recording. In fact, looking at our own webinar program, 26% of viewers will only watch on-demand. For many, access to the recording is why they signed up in the first place.

Watch webinare replay stats

Plus, turning the recorded video into an on-demand webinar attracts a constant flow of new leads and extends the impact beyond the live event.

Many webinar platforms now offer so-called simulated live, replay, or evergreen webinars. These webinars feel like a live event to the attendee, but you don’t have to be there to host them. Instead, it’s simply a replay that unfolds exactly like the live event did. Bonus points if you include a transcription of everything that was said on the webinar.

This is a great way to save time and extend your reach. 

TIP #54

Send the Follow-up Email ASAP

Immediately after the webinar, write a follow-up email and send it to everyone that registered.

Recap the webinar briefly. You’re hopefully still riding the webinar high, so let that excitement shine through in your email.

Make sure you include…

  • a link to the slides. I host my webinar slide decks on Slideshare for some extra exposure. I usually pre-upload them so I have a quicker turnaround for the follow-up email.
  • a link to the recording. 
  • a repeat of your call-to-action. In the example below I’ve put the call-to-action in the PS: line.
Webinar Follow Up Email

Most webinar tools allow you to automatically distinguish between attendees and absentees and will send the emails for you.

If the constraints of the standard template feel too limiting you can also automate your follow-up through a marketing automation or email marketing tool. Jessica from SmartBug Media has a detailed breakdown of how to realize a good webinar follow-up sequence in Hubspot.

I’ve put together a full set of webinar email templates (from invite to follow-up) you can adapt to your own needs.

TIP #55

Incorporate with Your CRM and Marketing Automation

As I mentioned in tip 48, a well-executed hook can boost the number of Marketing-Qualified Leads (MQLs) generated from your webinar by 244%. However, to translate these leads into tangible results, you’ll need an equally well-executed follow-up strategy.

Two crucial components for your sales team to successfully engage with prospects and advance the conversation are timeliness and relevance. Webinars naturally excel in timeliness due to their point-in-time nature. By combining in-session polls, exit surveys, Q&A sessions, and effective hooks, your team can also deliver high relevance in their follow-up interactions.

To make the most of these opportunities, it’s essential to integrate your webinar tool with your marketing automation and/or CRM system. Platforms like HubSpot, Marketo, and Salesforce Pardot offer the capabilities to score webinar leads and direct the most promising ones to your sales team.

Here are some factors to consider when establishing your lead scoring process:

  1. Responded to the in-session hook ✉️
  2. Provided favorable answers to relevant registration form fields, in-session polls, or exit survey questions ✅
  3. Demonstrated high engagement (e.g., active participation in polls, asking questions, etc.) 👍
  4. Attended the webinar but displayed little or no engagement 👻
  5. Registered but did not attend the webinar (no-shows) 💺

For groups 4 and 5, a fully automated follow-up can suffice. However, for groups 1-3, I highly recommend a personalized follow-up approach. Equip your sales team with all the context gathered from the webinar, including poll and survey responses, as well as the Q&A interactions.

A timely and highly tailored follow-up strategy is your best chance at converting webinar leads into valuable sales opportunities.

TIP #56

Maintain Contact with a Follow-Up Email Featuring a Delayed Offer

A little while back I co-hosted a webinar with Erik Harbison, then the CMO of email marketing provider AWeber, about best practices when it comes to webinar emails (the link takes you to the recording).

I inevitably learn a few new tricks whenever I co-host. In this case, I was surprised and delighted by how AWeber applied the concept of a “content upgrade” to webinar follow-up emails.

If you’re unfamiliar with the term: a content upgrade is often used by bloggers to generate email subscribers. It’s a useful offer (like a free course, template or e-book) intimately related to the topic of the post and handed out to readers as a gift for subscribing to the bloggers’ email newsletter. 

Brian Casel from AudienceOps explains content upgrades in a bit more detail. 

In the slider below you can see the sequence the AWeber team uses to follow-up on their webinars.

  1. The first send a regular follow-up email right after the webinar
  2. They follow that up a week later with a “content upgrade” – an offer that is directly relevant to the topic covered on the webinar. In this case a copy-writing course.
  3. After one month they send another follow-up with other related content.

AWeber uses a relatively soft offer to continue to nurture the relationship. If your webinar topic already focused on a later stage in the buying process feel free to opt for a harder offer like a call, demo or trial. 

If you don’t have an email list yet, AWeber also has some solid tips on how to use webinars as a list-building tactic

TIP #57

Maintain Contact with a Follow-Up Email Featuring a Delayed Offer

Whoa, you made it all the way to the last tip.

🏆🌈⭐ Bonus points for persistence 🙃

Webinars are hard work, but they’re also a ton of fun. A big part of that is the intoxicating feeling of an event your audience loved. My team calls it the “webinar high”.

To consistently wow your audience every time and to get lasting results from your webinars you need to constantly raise the bar. And you can only do that if you know what to improve.

Here’s what I measure:

  1. Approval rating
    All our exit surveys ask “How would you rate this webinar? [Poor | Fair | Good | Excellent].
    I calculate the percentages for each and then track the combined percent of good & excellent. I aim for the mid-nineties.
  2. Registrants, Attendees/Viewers & Attendance Rate
    These three metrics go together. It’s ok to have a low attendance rate if registrations are high. The goal is to increase viewership over time, no matter if live or on-demand.
  3. Q&A, chat & email responses
    This is the most direct form of feedback from attendees and the one you learn the most from. I read every single comment left by anyone who rated the webinar poor or fair. Then I aim to fix the root of the negative feedback.
  4. Leads, pipeline and bookings/revenue generated
    Your ultimate goal is to drive a business outcome, but leads can be a leading indicator.
  5. Dimensions to test
    I keep track of a couple of additional dimensions: webinar type (co-marketing, in-house, influencer), start time, and of course the title.
Webinar spreadsheet

’m using a simple spreadsheet to keep track of my webinar metrics. It’s nothing special, but feel free to copy and modify it to your needs.

I also have a more in-depth guide to webinar reporting & analytics for you to read.

It's a Wrap. Phew. That was a Lot of Webinar Tips.

Time to put a pin in it.

What do you think? Were these tips stale or sparkling?

And what are your personal favorites?

I’d love to hear your feedback in the comments below!

The Only Marketing Playbook You'll Ever Need

Marketing by

Praise From Our Clients

ALSO ON EXPLOSION MARKETING

Not All Businesses are the Same

Helping you manage your most valuable asset