Webinars are quickly taking the digital marketing world by storm. They offer a cost-effective alternative to in-person meetings and allow content marketers to expand their brand’s reach by targeting a large audience. It’s one of the few opportunities we have to deliver a compelling, fully-branded experience. Google Hangouts and GoToWebinar are among popular favorites and to be successful, the best webinars should be engaging, provide value to your audience and offer actionable takeaways.

Reasons why webinars make for a great marketing tool:

  • Webinars are convenient
  • Webinars can help with your promotions
  • Webinars establish your credibility
  • Webinars have huge applications on training & education
  • Webinars can create and increase brand awareness
  • The consumer reach of webinars is quite impressive
  • Webinars helps build you a bigger audience and contact list
  • Webinars are a cost-effective solution

By conducting your own webinar, you’re allowed to present your ideas to a greater audience and discuss with them and the people in your panel how valid they ultimately are, establishing huge marketing awareness and better consumer bonds in the process.

Homework Assignment: Search for an upcoming webinar in your industry that you find intriguing and register for it. Even if you don’t have time to attend, just about everyone will send you a recording of the webinar to watch at your convenience. See how others conduct and run webinars to see if it would be something you’d consider adding to your content marketing playbook.

If you do decide to add webinars to your content marketing playbook, these best practices for conducting a webinar will come in handy:

  • Keep the event exciting and relevant and deliver what you promised.
  • Engage your audience the moment they join the event with an opening slide containing a relevant and interesting fact or anecdote.
  • After welcoming people to the webinar, explain how the technology works, including how and when to ask a question or participate in a poll.
  • Outline what you’ll be discussing during the event, and in what order. Make it clear that people will leave with actionable insights and recommendations.
  • While a single speaker is great, a live ad-hoc discussion and moderated panels are more interactive, and will often engage your audience more than a stagnant PowerPoint presentation.
  • Wrap up your presentation with best practices or actionable steps of what to do next.
  • Provide your contact information that attendees can use to reach out for more information.
  • Conduct a post-webinar call for all the presenters to get feedback on their experience, the content, and the audience reaction. Keep track of what works, and what didn’t.
  • Within 24 hours, provide attendees with any materials you offered, such as whitepapers, the webinar recording or a copy of the presentation.


About Steven Eastlack

Steve Eastlack is a Content Marketing Strategist and writes articles related to content marketing, social media marketing, and brand strategy on his blog – eastlackmedia. He works for Surefire Local, headquartered in Tysons, VA and holds degrees in Marketing Management and Psychology from Virginia Tech. Through the use of developing a content strategy, writing monthly editorial calendars and content, and performance reports, Steve helps to build audience and awareness for brands across all digital platforms. When he’s not busy with work, you can find Steve either watching a movie or sporting event or writing for his blog.