Webinars that convert: plan, promote, and repurpose

Why webinars still work for small teams

Webinars gather the right people in one moment, let you teach something useful, and open calm conversations. Done simply, they build trust faster than a dozen disconnected posts. You only need a focused topic, a tidy landing page, and a clear follow up plan.

Think of a webinar as a short workshop with one promise, one audience, and one next step. Keep the format light so you can run it again without burning time.

Pick a topic that earns attention

Choose a narrow problem your buyers already want to solve this quarter. Name the result in plain language. If the topic helps someone act this week, you are on the right track.

• Outcome first: example, Cut onboarding time in half, not Product tour for workflow app.
  
  
• Audience clarity: name the role or company type in the title so invites feel relevant.
  
  
• One lesson, one tool: promise a single takeaway and one template or checklist.
  
  

Simple formats that run well

Keep the run of show steady and short. Aim for 30 to 40 minutes with time for questions.

• Teaching session: 20 minutes of clear steps, 10 minutes of Q and A.
  
  
• Mini teardown: show a live critique of a landing page or a process with two to three fixes.
  
  
• Customer story: a short interview that covers before, the change, and results, then opens for questions.
  
  
• Partner swap: split the session with a complementary brand and cross invite audiences.
  
  

Landing page that does the heavy lifting

Your landing page should answer three questions fast, what is this, who is it for, and what will I get. Make it easy to register on a phone and clear what happens next.

• Title and promise: lead with the outcome and the audience in the first line.
  
  
• Agenda: three bullet points, what you will cover and the tool or template included.
  
  
• Hosts: one line bios with a real headshot to build trust.
  
  
• Logistics: date, time, duration, and a replay note for people who cannot attend live.
  
  
• Form: name and email only. Ask one optional qualifier if it helps tailor the session.
  
  

Promotion that fits into your week

You do not need a big campaign. A few focused messages in the right places will bring the right people. Use a light timeline and keep the copy practical.

• T minus 14 days: publish the landing page and create a linkedin event. Share a short save the date post with the promise and who it is for.
  
  
• T minus 10 days: email your list with the title, three bullets, and a short reason to join. Invite replies with questions to shape the Q and A.
  
  
• T minus 7 days: post a 30 second teaser clip that names the fix you will cover. Ask partners to repost or add a line in their newsletter.
  
  
• T minus 2 days: reminder email with what people will take away. Share a quick story or a screenshot to make it feel concrete.
  
  
• T minus 2 hours: short reminder with the link to join and one line about what to bring.
  
  

Slides and setup, the simple version

Keep slides clean and readable. Fewer words, larger type, and one idea per slide. Test the room, mic, and screen share before you begin.

• Structure: title, problem, three steps, example, next step, Q and A.
  
  
• Visuals: use charts or screenshots to show, not tell. Add alt text if you share the deck later.
  
  
• Interaction: start with a poll or a simple hand raise question to learn who is in the room.
  
  
• Backup: keep a PDF copy of slides and a plain notes version in case screenshare fails.
  
  

Host with calm energy

Set the tone, be on time, and keep the promise. Speak clearly, pause for questions, and avoid rushing at the end. If you do not know an answer, say so and offer to follow up.

• Open well: welcome people, restate the promise, and explain how to ask questions.
  
  
• Stay human: share a short story or a lesson learned to make it real.
  
  
• Keep time: assign someone to watch the clock and gather questions.
  
  
• Close cleanly: recap the steps, share the link to the resource, and explain next steps.
  
  

Follow up that turns interest into action

Most results come after the session. Send the replay, the promised resource, and a path that fits different levels of intent. Keep the tone helpful and low pressure.

• Replay email, same day: link to the recording and the resource, ask one question about their context, and invite replies.
  
  
• Two paths: offer a light next step for learners, for example a checklist or a related guide, and a clear next step for buyers, for example book 15 minutes or start a trial.
  
  
• Sales handoff: send warm follow ups only to people who asked for them or showed strong intent, for example multiple resource clicks.
  
  

Repurpose once, benefit for months

Each webinar can fuel your channels for weeks. Plan repurposing before you go live so you capture what you need.

• Short clips: cut three 30 to 60 second highlights with captions for social and your resources page.
  
  
• FAQ blocks: turn common questions into answers on relevant pages.
  
  
• Checklist or template: package the core steps so people can act.
  
  
• Article or email series: write a short explainer and add the clip. Share a two email recap for those who missed it.
  
  
• Partner post: co write a post with your co host and share outcomes with both audiences.
  
  

Metrics that show real progress

Focus on numbers that reflect quality, not just volume. Review the set weekly for the fortnight after the event.

• Registration quality: percentage of signups from your ideal roles or companies.
  
  
• Attendance rate: live attendees divided by registrants, plus replay views in the first week.
  
  
• Engagement: questions asked, poll responses, and resource clicks.
  
  
• Pipeline signals: booked calls, trials, or requests that reference the session.
  
  

Common blockers and fixes

• Low registrations: sharpen the title around a clear outcome, ask partners to share, and post a 30 second teaser.
  
  
• No shows: send the two hour reminder and make the replay easy to watch on a phone.
  
  
• Flat engagement: add a poll up front and pause for questions after each step.
  
  
• No pipeline movement: improve the follow up with a clearer next step and a landing page that matches the promise.
  
  

FAQs

How often should you run webinars? Once per month is plenty for most small teams. Repeat winners and rotate topics by buyer role.

Do you need fancy software? No. A reliable meeting tool, a clean landing page, and a simple email flow are enough to start.

Should you charge? Free works best when you are building awareness. Charge only for deep workshops with hands on support.

Next steps

Choose one outcome driven topic, write a clear title, and build a simple landing page. Create the linkedin event, invite partners, and block time for follow ups. Keep the format light so you can run it again next month.