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Webinars.
The golden goose of high-ticket sales. When done right, they bring in dream clients on autopilot. When done wrong, well… they feel like a ghost town where even the crickets don’t show up.
So, how do you fill up your webinars with eager, qualified leads without burning a hole in your wallet or sacrificing your sanity?
Strap in, folks. We’re diving into the three ways to market your webinar: free, not-so-free, and paid traffic.
How to Market Webinars Without Wasting Your Time (or Your Money)
This section breaks down the three ways to fill a webinar with qualified leads…because a dead webinar room is basically “a ghost town where even the crickets don’t show up.”
First up: free methods like emailing your list, LinkedIn outreach, and social posts. Next, JV partnerships. a.k.a borrow someone else’s audience for a cut of sales. Finally, paid ads (Facebook, YouTube, LinkedIn, TikTok), the fastest, most scalable route.
#1 The Free Way: Hustle and Hope
If you like the idea of not spending a dime, this section is for you.
Free traffic methods are great for testing your offer, but let’s be real…scaling with them is like trying to push a Ferrari up a hill. By yourself. In flip-flops.
That said, if you’re starting out and want to know how to market your webinar without spending a cent, here’s how to get attendees:
1. Leverage Your Email List
If you already have an audience (lucky you), email them. The simplest, fastest way to get sign-ups is to let your existing subscribers know about your webinar. But what if your list is smaller than your grandma’s social circle? Keep reading.
2. Tap Into LinkedIn
LinkedIn lets you invite your connections to events—handy if you’ve built a network of potential clients. If your LinkedIn consists mostly of people you went to high school with, don’t panic. There’s still option three.
3. Blast It on Social Media
If you’ve got even a modest following, make some noise on Facebook, Instagram, and TikTok. Post about your webinar. Hype it up. Use stories, reels, and posts. Slide into DMs (without being creepy).
PROs
✅ No cost (except your time and energy)
✅ Good for testing your offer
CONs
❌ Hard to scale
❌ Slow results
If you’re serious about filling your webinars, don’t stop here. Enter the not-so-free method.
#2: The Not-So-Free Way: Borrowing Other People’s Audiences
If your email list is non-existent and your social media following consists of your mom and her book club, you need a Joint Venture (JV) Partner.
Here’s how it works, and it’s one of the most effective ways on how to market your webinar without an audience of your own:
1️⃣ Find someone with an audience that matches your ideal clients and get them to promote your webinar to their list.
2️⃣ They take a cut of your sales, usually 20%-70%, but you get attendees without spending upfront on ads.
Another twist on this is speaking at other people’s events.
If someone has a stage (virtual or in-person) and a list, offer to speak at their event in exchange for promoting your webinar.
Pros of JV Partnerships & Speaking Gigs:
PROs
✅ No upfront cost
✅ Access to a bigger, engaged audience
CONs
❌ You’re giving away a chunk of your revenue
❌ You don’t get the email list—which means you can’t market to them later
So, while JV partnerships and event speaking are fantastic for getting started, they’re not the holy grail of scaling. If you want predictable, scalable growth, it’s time to talk paid traffic.
#3: The Paid Way: Running Ads Like a Pro
When you’re ready to scale your webinar to the moon and don’t want to rely on JV partners or endless organic promotion, paid ads are your best friend.
The Big 3 Paid Traffic Channels:
Facebook & Instagram Ads (a.k.a. the Meta Machine) – The fastest way to test messages and attract attendees
YouTube Ads – Super powerful because video builds trust fast
LinkedIn Ads – Best for targeting high-level professionals, but pricey
The Wild Card: TikTok Ads
A lot of coaches scoff at TikTok, thinking it’s just a bunch of teenagers dancing.
Wrong. We’ve had clients in investment and business niches crush it on TikTok. Sure, you might get a few unqualified leads, but the cost per lead (CPL) is dirt cheap.
PROs
✅ Scalable
✅ Predictable
✅ Fast results
CONs
❌ You need money to play
❌ Requires expert strategy (or you’ll burn through cash faster than a gambler in Vegas)
The Smartest Webinar Marketing Strategy? Do All Three.
The best approach? Layer your strategies.
👉 Start with free methods to test your webinar topic and messaging. See what gets people excited.
👉 Use JV partnerships to expand your reach without spending a fortune.
👉 Then scale with paid ads once you know your webinar converts.
FAQs: How to Market Your Webinar
There are three main ways to market a webinar: free organic promotion, joint venture (JV) partnerships, and paid advertising.
Free methods (email lists, LinkedIn, social media) work best for testing your offer early on.
JV partnerships let you borrow someone else's audience in exchange for a revenue cut.
Paid ads (Facebook/Instagram, YouTube, LinkedIn, TikTok) are the most scalable and predictable once your webinar is proven to convert
The best free ways to market a webinar are emailing your existing list, inviting connections on LinkedIn, and posting on Facebook, Instagram, and TikTok. These methods cost nothing but time, making them useful for testing your webinar topic and messaging. Though they're difficult to scale and produce slower results than paid or JV methods.
A JV partnership involves finding someone with an audience matching your ideal client and having them promote your webinar to their list, typically in exchange for 20%–70% of resulting sales. It gets you attendees without upfront ad spend, but you don't own the email list generated, limiting future remarketing.
The top paid channels for marketing a webinar are Facebook and Instagram Ads, YouTube Ads, and LinkedIn Ads.
Facebook/Instagram are fastest for testing messaging; YouTube builds trust quickly through video; LinkedIn targets high-level professionals but costs more. TikTok Ads are also worth testing, since cost per lead can be significantly lower even in niches like investment and business coaching.
The most effective webinar marketing strategy layers all three: start with free methods to validate your topic and messaging, use JV partnerships to expand reach without big upfront costs, then scale with paid ads once the webinar's conversion rate is proven
The Bottom Line
Want to fill your next webinar with people who actually want to buy? It really comes down to three main strategies: going free, partnering up, or buying ads.
The free route means emailing your current list, reaching out on LinkedIn, and posting on social media. It costs zero dollars (just your time) making it a great, low-risk way to test your pitch, even if it takes some manual hustle to get traction.
Next is the partner approach, or Joint Ventures.
Here, you find someone who already talks to your ideal clients and get them to promote your webinar for a cut of the sales. You get warm leads in the room without upfront ad spend, though you usually don’t get to keep their contact info.
Finally, there’s paid traffic on Meta, YouTube, LinkedIn, or TikTok, which is surprisingly cheap right now even for B2B niches. Paid ads offer fast, predictable scaling, but you need a solid strategy so you don’t burn cash.
The best move? Layer all three. Start free to sharpen your messaging, leverage partners to expand your reach, and then fire up paid ads once you know your webinar converts.
Radical Marketing Helps Market Your Webinar
If you want a team that eats, sleeps, and breathes webinar marketing (so you don’t have to), Radical Marketing has your back. We’ve helped high-ticket coaches, speakers, and experts fill their webinars, scale their businesses, and make serious money.
Just set an appointment with us through our calendar.
Or… you want to see for yourself first how it’s done? Then…
Listen to the full episode of Founders Go Naked here:
Key Points
- 00:00 Introduction to Webinar Marketing in 2025
- 01:06 Free Ways to Market Your Webinar
- 02:11 The Not-So-Free Way: Joint Ventures and Event Promotions
- 03:59 Paid Traffic: Scaling Your Webinar
- 07:11 Pros and Cons of Paid Advertising
- 08:57 Conclusion and Final Thoughts
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
