Ah, webinars.
The modern-day sales machine that could make or break your next coaching program, seminar, or speaking gig. If you’re in the business of scaling your high-ticket offers through digital marketing, webinars are probably already on your radar—maybe even the backbone of your marketing strategy.
But here’s the thing: Not all webinars are created equal.
If you want your webinar to perform like a Ferrari and not a clunky old car that stalls every five minutes, you’ve got to nail down some serious best practices. So, let’s break it down.
Warning: following these best practices may result in your webinar catching on fire and turn you into a viral sensation…. or at the very least, boost your sales numbers. You’ve been warned!
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Key Points
- 00:00 Introduction to Webinar Marketing Best Practices
- 00:16 Laying the Foundation: Choosing the Right Topic
- 03:30 Driving Traffic and Building Your Funnel
- 06:28 Delivering an Impactful Webinar
- 08:51 Post-Webinar Analysis and Continuous Improvement
- 11:07 Final Thoughts and Next Steps
The 4 Webinar Marketing Best Practices
#1 Pick the Right Topic: Know Your Audience Inside and Out
Let’s start with the most important step: choosing your topic. And no, “What I’m passionate about” is not the answer here. The topic of your webinar is everything. It’s the bait that lures your audience in, but it’s also the hook that keeps them engaged and interested in your offers.
The key here: Your topic needs to solve a bleeding neck problem.
Sounds dramatic, right?
But here’s the truth: People don’t act until they’re in pain. And that’s exactly why your topic needs to hit a nerve. Imagine you’re hosting a webinar for investors. You’ve got two potential target audiences:
- Sophisticated investors – folks who’ve been around the block and are ready to scale.
For the sophisticated crowd, you might want to talk about how changing global policies will affect AI stocks.
- Beginner investors – those who are just starting to dip their toes into the market.
But for the newbies, a topic like “The Top 5 Stocks You Should Buy to Start Your Portfolio” would resonate better.
The lesson? Tailor your topic to your audience. Understand where they are in their journey and speak to their specific problems. If you can position your webinar as the right solution for the right people, you’ve already won half the battle.
#2: Traffic and Funnels: The Foundation of Your Webinar Machine
So, you’ve picked the perfect topic—now, you need to get people to actually show up. After all, a killer webinar isn’t much good if no one’s watching, right?
This is where funnels and traffic come in. After all, even the best webinar in the world is useless if no one attends. You’ll need a strong funnel that guides your audience from the awareness stage (like, “Hey, I think I need this”) to registration and finally, to showing up.
It starts with your landing page.
Make sure it loads fast. You don’t have time to let your audience get frustrated. Think about it: people are impatient. If your landing page takes more than a few seconds to load, you’ll lose 40-50% of your visitors.
Next up, your messaging. Get straight to the point. No fluff. Tell them exactly why they should attend your webinar and what they’ll walk away with. Create excitement and urgency. You want them thinking, “This is exactly what I need. I can’t afford to miss this!”
And once they’ve registered, don’t forget about the thank-you page. You’ve captured their attention, now it’s time to remind them why they’re excited. Use this page to reinforce their decision to register, get them to mark their calendars, and even offer a sneak peek at what they’ll learn.
#3: Delivery: It's About Shifting Beliefs, Not Just Dropping Knowledge
Alright, now comes the fun part: actually delivering your webinar. But here’s where a lot of people miss the mark. You might think that the secret to a successful webinar is cramming as much content in as possible, right? Wrong.
The key to a high-converting webinar is shifting beliefs. Yes, shifting their mindset.
People don’t just buy products—they buy beliefs. If you can change the way your audience thinks, you can change their actions. For example, if you’re selling a fitness program, you don’t just want to show how to perform exercises; you want to show your audience that with your program, they can actually achieve their fitness goals.
Instead of overwhelming them with tons of content, focus on creating an emotional connection. Help them see that what they want is achievable—and that your system is the key to getting there.
The shift in belief is what will drive them to take action.
But of course, belief alone isn’t enough—you need to guide them to the next step. And that’s where your call to action (CTA) comes in. When it’s time to present your offer, make sure it’s backed by real value. People are sick of “guru” promises like, “This is worth $50,000, but you get it for only $500!” They see through that nonsense. Offer something with actual, tangible value—something they can’t easily get elsewhere.
#4: Post-Webinar Analysis: The Work Doesn’t Stop After You Hit ‘End’
So, your webinar is over. The attendees are hopefully buzzing with excitement, and you’re thinking about kicking back with a cocktail and Netflix. Hold up. You’re not done yet. In fact, this is where the real magic happens. Some of your best work happens AFTER the webinar.
Post-webinar analysis is critical. You need to know what went well and what could be improved for next time. Here’s how you do it:
- Review the results: How many people registered? How many attended? What ads or strategies worked best to drive traffic?
- Get feedback: This is gold. Send out a quick survey or reach out to attendees for their thoughts. What did they like? What could’ve been better?
- Track performance: Which emails and reminders got the best engagement? Did your CTA drive the results you wanted?
Bonus Tips!
Since you made it this far, here’s some bonus webinar best practices, just for you. ;)
Automate... but only after you've put in the work
Once you’ve put in the hard work and reviewed your webinars, you can think about automating them. But don’t jump into automation too early, or you’ll miss out on the valuable lessons that only come from live interaction and feedback.
If you want to scale quickly, put in the time to fine-tune your webinars, get feedback, and make tweaks until you’ve got a smooth, converting machine.
Russell Brunson, founder of ClickFunnels, is a prime example. He ran over 70 webinars before even thinking about automation. And guess what? He reviewed every single one of them to improve each time. That’s the secret to scaling your business with webinars.
Riches are in the niches
Let’s talk about a common mistake: trying to appeal to everyone. It’s like shouting into the void. Therefore, instead of casting a wide net, zero in on a niche that:
- Values your expertise.
- Can afford your services.
- Resonates with you on a deeper level.
Instead of “How to Lose Weight,” think “Weight Loss for Busy CEOs” or “Shed Fat Without Losing Muscle—A Guide for Athletes Over 40.” The more specific, the better. Because when you try to please everyone, you please no one.
Create a Unique Mechanism
When markets get saturated, the winners are the ones who create a unique process—a “secret sauce” that sets them apart. Think:
- The Profit Maximizer Matrix
- The Bulletproof Investing Formula
- Blitzvertising™ (our method for testing and scaling winning ads fast)
Your mechanism makes your webinar different. It tells your audience, “This isn’t just another generic strategy—this is THE way to get results.”
Make a Stand for Your Brand
If you’re neutral, you’re invisible. The strongest brands take a stand for something and against something else.
One of our clients crushed it by positioning himself against shady property gurus and overpriced real estate courses. His message? “Stop Falling for Get-Rich-Quick Property Scams—Here’s a Smarter, Safer Way to Invest.”
Taking a stand polarizes people—and that’s exactly what you want. The right people will resonate with your message, trust you more, and buy faster.
Wrap-Up: Go Ahead, Steal These Webinar Marketing Best Practices
There you have it: the webinar marketing best practices that will help you scale your high-ticket coaching, speaking, or expert business with webinars.
Remember, it’s all about the
- right topic that speaks to your audience,
- getting the traffic to show up,
- delivering a mind-shifting experience,
- and then analyzing what worked to improve next time.
Now, if you’re ready to take your webinar to the next level, start implementing these best practices today!
Ready to scale with webinars? Let’s get started!
Key Points
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.
