The Webinar Marketing Playbook — Free 6-Step Guide To Masterclass Profits

Gabriel Ryan

also recommends Voma for creating high-converting offer checkout pages.

August 11, 2023
February 24, 2023

Sell More With Webinar Marketing

Ever found yourself shaking your head in frustration when you see a competitor who seems to be dominating the market, yet you KNOW your offer is better?

Your customers get better results.

Better service.

Better everything.

Yet they’re beating you.

And the rest of your niche.

Don’t worry. You’re not the first entrepreneur to come out with a product faster & better, only to get beat out by another company with better marketing.

The good news is, there’s a simple solution (notice I didn’t say easy… but certainly is simple). And your solution, when harnessed will become your superpower that will literally make it impossible for that competitor to stay in the front of the pack.

In fact, they’ll be so far behind you, they won’t even be able to taste the dust of your heels because all of it will have settled by the team they catch up to where you were last week… last month… last year

Here’s the solution.

Great Product + Great Marketing > Just Great Marketing

But where most people find themselves is here:

Great Product + Mediocre Marketing < Just Great Marketing

So how do we change that?

One of the best and fastest ways to flip that switch is with webinar marketing.

Let’s break down the best webinar marketing strategy for you so that, by the end of this article, you'll have everything you need to implement an effective webinar strategy and start pulling away from your competition.

Webinar Marketing

Webinars are one of the most powerful tools in your marketing arsenal. They provide an opportunity for you to connect with your audience on a deeper level, educate them about your product or service, and build trust with them. But in order to create an effective webinar marketing strategy, there are a few things you need to consider.

Webinar Marketing Strategy

First and foremost, you need to decide on the type of webinar you want to host. There are a few different options, but the two most common types are:

  • Live Webinars
  • Automated Webinars (sometimes referred to as evergreen webinars) 

Live webinars are just what they sound like – live events that you host in real-time. This allows you to interact with your audience and answer their questions in real-time. This type of webinar requires more preparation, but it also has the potential to create a stronger connection with your audience.

Which is better? Live Webinars or Automated Webinars?

If you are just starting out with webinars, go Live first. This will give you the opportunity to practice presenting and give you the opportunity to work out your marketing & messaging with real-time feedback from your audience.

Automated Webinars

On the other hand, automated webinars are pre-recorded events that are played back at a scheduled time, or even made available on demand or “just in time.”

While this type of webinar doesn't offer the same level of interaction as a live webinar, it gives you one thing Live Webinars don’t: Scale.

Automated Evergreen Webinars have the ability to reach a wider audience and can be more convenient for your viewers who may have scheduling conflicts.

Once you've decided on the type of webinar you want to host, it's important to consider the content you'll be presenting.

Your webinar should be helpful, engaging and entertaining.

One of the best ways to get a new customer is by first helping them. Get them some results in advance, even if that “result” is just a new framework or strategy for solving one of their most pressing problems.

Why do you think Costco hands out samples? And high-end restaurants bring out fresh bread when you sit down?

They’re activating the Law of Reciprocity, making you more likely to buy from them (and buy more) because they first gave you something free.

Your webinar marketing strategy should leverage the same Law of Reciprocity.

Educate. Serve. Sell.

Webinars make your marketing personal. They give your prospects an opportunity to interact directly with you and your brand.

And the brands that get the most out of their webinars are those that understand how to get participants to engage through the entire process, from registration all the way to the follow up that happens after the webinar.

What is one way to create interaction during a webinar?

One way to create interaction during a webinar is to use polls and surveys. This allows you to gather feedback from your audience and can help you tailor your presentation to better meet their needs. On your next webinar, try asking the following question to everyone that registers (you can do this on your registration confirmation page or in a follow up email after they register): 

I’m so excited you’ll be joining me on the upcoming webinar! I want to make this the most valuable 60 minutes (or whatever time frame you set for your webinar) of your week. So let me ask you this… what is your one biggest problem right now when it comes to [insert the main topic of your webinar]?

Another important aspect of your webinar marketing strategy is promotion. 

You need to make sure that your audience knows about your webinar and is excited to attend. This can be done through a variety of channels, including email marketing, social media, and advertising. And if you’re just starting out and don’t have a list, find someone else that does. Webinars are a great way to provide value to someone else’s audience, while building your own.

Finally, a crucial component of your webinar marketing strategy is how you plan to generate a sense of urgency within your audience. The best way to do this is with a deadline.

Live Webinars have a deadline built in, because the training is set on a specific day at a specific time, and that becomes the deadline for those interested to register. However, if you are making some sort of offer on your webinar, I would highly recommend that you put a deadline on that offer as well.

You can even do this with evergreen webinars by using a software like Deadline Funnel.

Check out this podcast from Omar Zenhom, the Co-Founder & CEO of WebinarNinja, as well as The $100 MBA Show, where he shares how to increase sales and generate passive income with deadlines.

Overall, creating a successful webinar marketing strategy requires careful planning and execution. 

By choosing the right type of webinar (Live Webinar vs Automated Webinar), creating engaging content (ask the “one biggest problem” question), and promoting your event effectively, you can connect with your audience and build a stronger relationship with them. 

In the next section, we'll dive deeper into a proven webinar marketing strategy & playbook that you can copy and paste into your business.

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Webinar Marketing Plan Template

After personally helping hundreds of companies implement both Live and Evergreen Webinars in their businesses, I’ve distilled the most important factors for success and mapped out the ultimate webinar playbook.


And I want you to have this playbook.

(can’t all 3 of those things be true)

Click here to download my webinar marketing plan template: Masterclass Profits.

webinar marketing strategy template

No need to opt-in. Simply download the PDF and you’ll get everything from the strategic overview, the literal sales funnel flow chart (I call this a Campaign Map), as well as the step-by-step Execution Plan + Checklist.

And if you’re looking for more support on implementing this specific Playbook, head over to our GrowthLeap Community (you can sign up for free) and tag me in your first post. I’d love to hear how you stumbled onto this Playbook, and am happy to answer any questions you might have about installing this playbook in your business.

Webinar Marketing Examples

Looking for inspiration to improve your webinar marketing?

Look no further than these examples!

Here are some of my favorite examples from digital marketing expert Amy Porterfield and, breaking down their approach to webinar marketing. Plus, we've got a pre-built webinar funnel template ready for you to use. 

Don't miss out on these valuable insights and tools to boost your own webinar marketing efforts!

Amy Porterfield: Digital Course Academy

Amy Porterfield is a prolific podcaster, course creator and expert on all things digital marketing. She is the host of Online Marketing Made Easy, a podcast on the HubSpot podcast network, and Amy is a big fan of webinars.

In fact, she has built her business Digital Course Academy almost exclusively using webinars.

Inside of the GrowthLeap Community, we’ve got a course breaking down exactly how she does it - how she built her 7-figure Evergreen Webinar Funnel. You can follow along, model her funnel, and build the same high-converting webinar funnel for your business.

And don’t worry, we’ve got her permission to do this. Amy is actually a huge fan of Deadline Funnel, which is how we first got connected with her and her work. Understanding what’s most important

Check out this Registration page from a Live Demo (aka another name for a Live Webinar) and see all the little things they are doing to maximize conversions without confusing what is most important at this stage of the process.

webinar marketing examples

Registration Page: Priority = capture the lead

On your webinar opt-in page, the most important thing to do is to capture your prospects' contact details. Because this is a Live Webinar, realizes that the date & time is not going to work for everyone, so they still give the option to register and select among:

This helps motivate would-be registrants with a scheduling conflict to still go ahead and register. This also means can follow up with those leads via email, share the training replay, invite to other webinars, and continue marketing to in the future.

Confirmation Page: Priority = get them to attend the webinar

On the thank you page, includes a few simple elements that boost the likelihood of a registrant to actually attend the webinar.

  1. Display the date & time of the webinar in the registrant's timezone: This may seem simple and obvious, but you’d be shocked how often this is not communicated or the page is showing a time in a different timezone which makes things feel less personal to the registrant.
  2. Adding an email address: Give registrants a way to contact you and your company ahead of time. Immediately after registering is probably when your prospect is most interested & excited. Shoot… they may even be ready to buy before the webinar.
  3. Add-to-calendar button: There are plenty of free plugins and tools these days that you can use to create a button that will automatically add the date & time of your webinar to a registrant’s calendar. Plus, you can include important details in the calendar event such as the url for the webinar, your contact info, or important action items a registrant needs to know before the webinar begins.

Webinar Funnel Template

If you’re looking for a pre-built webinar funnel template, we’ve got you covered. Feel free to borrow, copy and edit this template for your own use.

And if you are a ClickFunnels user (or if you were thinking of signing up for a free ClickFunnels trial), you can click here to import this webinar share funnel into your ClickFunnels account.

RegistrationRegistration ConfirmationReplayOrder FormOrder Confirmation


How do I create a marketing plan for a webinar?

Read our Masterclass Profits Playbook, a complete webinar marketing plan template, to create a marketing plan for your webinar. This is a 6 step process:

  1. Identify the current phase of your funnel (Prove, Validate, or Scale)
  2. Outline your presentation
  3. Present your webinar LIVE (and record it)
  4. Build out your webinar funnel
  5. Track these 4 numbers in your funnel: Registration Rate, Attendance Rate, Offer Impression Rate, Conversion Rate
  6. Refine & Repeat. Then Phase Up.

How do you market a webinar event?

To successfully market a webinar event, you need to create a buzz around your topic, and ensure your audience understands the value of your content. Here are some steps to help you market your webinar:

What is a good conversion rate for webinars?

A good webinar registration conversion rate depends on multiple factors but primarily how much information you require on your webinar registration form. You’ll want to find a balance between getting enough lead data about your registrants, while also optimizing for opt-ins. Here are some benchmark conversion rates you can use to determine:

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