Webinar marketing has long since established itself as a central component of digital communication and realises its full potential when strategy, customer focus and technology go hand in hand[1]. It is not uncommon for companies to report that they are tapping into new target groups, generating leads and strengthening their brand authority with targeted online events. Nevertheless, the topic still remains abstract for many - yet webinar marketing offers real opportunities to communicate with interested parties at eye level, share expertise and build trust[5]. Most people who come to us for iROI coaching are looking for solutions on how to become more visible, how to attract the right participants and how to build lasting relationships from one-off campaigns.
What is webinar marketing and why is it worthwhile?
Webinar marketing encompasses all measures with which companies advertise, conduct and follow up online seminars in a targeted manner in order to achieve specific business objectives[1]. The spectrum ranges from lead generation to increasing brand awareness and customer loyalty. Companies such as IBM and WordStream show how a clearly structured registration page, a convincing value proposition and simple registration can significantly increase the number of participants[2]. Webinar marketing is therefore more than just a trend - it is a tool that can be used at various stages of the customer journey.
An example from practice: Many of our clients report that they are initially unsure whether the format is suitable. They often start with a small target group, test different topics and gather valuable feedback. This allows them to gradually develop a suitable strategy that suits their individual needs.
Webinar marketing thrives on the fact that it is not viewed in isolation, but as part of a holistic marketing and sales strategy. Companies that have recognised the potential use targeted email marketing, social media and content marketing to address their target group and motivate them to participate[1]. However, the long-term loyalty of participants is only created if the dialogue is continued after the event - for example through targeted follow-up emails, individual offers or access to exclusive content.
How do you get started successfully with webinar marketing?
The first step is always to clearly define your target group. Who should take part? What challenges do these people face? And what added value do you offer as the organiser? An example from the financial sector: a consultancy firm has designed webinars specifically for young founders who want to find out about tax innovations. Thanks to the targeted approach via LinkedIn and a clearly worded invitation, registrations increased significantly within a few weeks.
Another example from the healthcare sector: a practice offered regular online consultations on preventative topics. The combination of a specialist lecture and live Q&A session created an active community that remained in dialogue between appointments. Webinar marketing thus became a door opener for new patient contacts and long-term relationships.
During the planning phase, iROI-Coaching supports you in finding the right topics, accompanying the technical implementation and making success measurable. A structured process, professional moderation and the evaluation of participant data are crucial.
Practical tips for your webinar marketing
1. the right preparation makes the difference
Focus on an attractive landing page that offers all relevant information at a glance - including the date, speaker profile and clear call-to-action[2]. Companies such as Vyond or Pinterest use catchy headlines, short explanatory videos and social proof to gain the trust of visitors. Registration should be as simple as possible, as each additional field can lower the conversion rate[2].
A teaser video that summarises the most important points of the webinar noticeably increases curiosity and registrations. Many successful campaigns also rely on retargeting adverts to retarget interested parties who have visited the page but not registered[7].
A practical example from the B2B sector: a software provider advertised its webinar via a multi-stage email campaign. The first email provided information about the topic, the second emphasised the benefits for the participants and the third reminded them of the date shortly before the event. This significantly increased the participation rate.
2. increase engagement during the webinar
Most participants want interactive elements such as live chats, surveys or Q&A sessions. These tools offer the opportunity to respond directly to questions and promote dialogue. Companies report that participant satisfaction increases when they are actively involved and not just passively listening.
An example from the training industry: a provider of digital training has added breakout sessions to its webinars in which participants can discuss in small groups. The response was overwhelming because many felt that they were being heard properly for the first time.
The length of the webinar also plays a role. Experience has shown that the presentation part should last no longer than 45 minutes, followed by at least 15 minutes for questions and discussion[3]. This keeps attention levels high and participants leave with a positive impression.
BEST PRACTICE with a customer (name hidden due to NDA contract): A medium-sized company from the chemical industry regularly offered its sales staff webinars on the new product line. The events were recorded live and were also available to employees afterwards. Targeted follow-up with individualised offers and a short survey significantly increased acceptance of the new products. The participants felt informed and valued - and passed this positive experience on to their customers.
3. maintain the relationship after the webinar
Webinar marketing does not end with the last slide. A targeted follow-up ensures that contacts are not broken off, but intensified. Many companies send a thank-you email with a recording, presentation documents and other offers. This keeps the contact alive and increases the chance of a next step.
An example from the service sector: one agency offered a personal feedback session after each webinar. The participants felt that they were taken seriously and were able to talk openly about their challenges. This often resulted in new project enquiries.
Another example from the non-profit sector: after its webinars, a foundation set up a small community in which participants can regularly exchange ideas. This created a sustainable network that also remained active outside of the events.
My analysis
Webinar marketing offers companies of all sizes the opportunity to communicate with their target group at eye level, build trust and achieve measurable results. The examples show that success depends on clear objectives, professional implementation and consistent follow-up. Those who engage with the needs of their participants, use interactive formats and continue the dialogue after the event can unleash the full potential of webinar marketing.
iROI-Coaching is happy to support you in the development and implementation of your webinar marketing strategy - from the initial idea to sustainable success. Together we will identify your strengths, analyse your target group and ensure that your online events are not only well attended but also effective.
Further links from the text above:
Livestorm: How to create a webinar marketing strategy [1]
SeedProd: Examples of webinar registration pages [2]
ClickMeeting: Webinar marketing in 4 steps [3]
Mailchimp: Webinar marketing to increase visibility [5]
Brafton: Advertising examples for webinars [6]
Aspiration Marketing: Webinar marketing for companies [7]
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
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