Last updated 21st November 2023
Webinars have become a powerful tool for generating leads, establishing thought leadership, and building influential networks. In this comprehensive guide, we walk you through every step—from research to promotion—so you can host a webinar that captivates audiences and delivers measurable results.
The Wyzowl Guide to the Webinar
Phase #1 – Do Your Research
Effective webinars begin with a solid foundation of research. Study the landscape by watching thousands of existing sessions across diverse industries. Resources such as Marketing Week’s showcase of webinar examples and Campaign Monitor’s webinar library provide invaluable insights into what resonates with audiences.
Phase #2 – Choose a Host
Selecting a reliable platform is critical. We evaluated several leading options—including ClickMeeting, GoToWebinar, Webinar Ninja, and Cisco WebEx (hosting an impressive 71 million meetings monthly). ClickMeeting offers robust analytics, device tracking, and geographic insights. Free trials are common, but always review subscription terms before the trial expires. A side‑by‑side comparison by Finances Online rated GoToWebinar 8.6/10 and Google Hangouts 8.8/10, with user satisfaction scores of 91% and 98% respectively.
- Track attendance and engagement metrics
- Identify attendee device and location
- Leverage real‑time analytics to optimize the session
Phase #3 – Choose a Topic
The topic is your webinar’s hook. Avoid overly broad subjects that dilute value; steer clear of niche topics that leave little to discuss. Start with your expertise and audience pain points. Tools like BuzzSumo and AnswerThePublic surface high‑performing content and real questions people are asking online. Industry forums also serve as a goldmine for topic inspiration—if people are asking a question on a forum, they’re likely to attend a webinar to hear an expert answer.
Phase #4 – Choose the Right Time
Timing drives attendance. GoToWebinar cites 11 a.m. as an optimal broadcast window, but global audiences require time‑zone adjustments. Align the schedule with your target demographic’s peak engagement periods to maximize reach.
(Image: Brafton)
Phase #5 – Select a Style
Webinars can take several forms, each suited to different objectives:
- Interview – Feature an industry expert whose reputation alone attracts attendees. Share questions in advance and agree on timing to ensure a smooth live exchange.
- Q&A – Engage participants by inviting questions beforehand, increasing interaction and building loyalty.
- Presentation – The most common format. Deliver a polished, PowerPoint‑style presentation with a compelling script and dynamic delivery.
- Panel – Convene seasoned professionals to discuss trending topics. An experienced, neutral moderator keeps the conversation focused and lively.
Phase #6 – Promote Your Webinar
Promotion is the linchpin of success. Email remains the highest‑yielding channel—45% of marketers rely on it, and 69% of registrations happen in the final week before the event (GoToMeeting, 2017). Complement email with these proven tactics:
- Feature the event on your blog and company website.
- Leverage your existing email list for direct invites.
- Partner with co‑hosts to broaden reach.
- Post timely reminders on LinkedIn, Twitter, and relevant industry groups.
- Run targeted social‑media ads on platforms where your audience spends time.
- Add a webinar link to your email signature.
- Publish a guest post that highlights key event details.
- Deploy a pop‑up on your site to capture visitor interest.
- Encourage word‑of‑mouth through networking events and sales outreach.
(Image: Jason Rosewell via Unsplash)
First Impressions Matter
Regardless of format or host, quality never takes a back seat. Key practices include:
- Plan meticulously well in advance.
- Maintain a clear script or question list.
- Adhere strictly to the allotted time.
- Stay focused on delivering value.
And Finally…
If you’re new to webinar hosting, start with a single, highly relevant session to gauge interest. Building a recurring series—weekly, monthly, or quarterly—allows you to refine your approach and scale your audience over time.
For deeper insights into video marketing trends, download the State of Video Marketing Report, Wyzowl’s latest research featuring robust statistics, insights, and comparative analyses.
Kate Grant is a digital content creator, copywriter, and editor. With a career rooted in accessibility, Kate champions inclusive communication and has led high‑profile editorial projects for the BBC, Natural History Museum, NHS, and leading charities.