Webinars are the game-changing marketing channel you need to promote your online courses.

Are you currently struggling with your course sales?

The good news is that with the right strategies, you can turn things around and start seeing an increase in your course enrollments.

Webinars are an impactful way to connect with your audience, retain viewers, generate leads, and drive revenue.

Webinars connect you directly with people who want to hear from you. Authenticity is the key to building trust with your attendees. 

A webinar may be presented live or pre-recorded. With the right tools, you can reach people worldwide and turn warm leads into enrollments.

But hosting a successful webinar isn’t as simple as it seems.

In this post, we will provide actionable steps for effectively using webinar platforms to attract your target audience and boost course sales.

7 Actionable Steps For Selling Online Courses Using Webinar Platforms

If you’re already a course creator, expect more competition ahead.

Here are seven actionable steps to connect directly with prospective students via webinars, giving them a real-time interaction experience.

1. Choose the Right Webinar Platform

Choosing the right webinar platform enhances the promotion of your online course by ensuring a seamless, professional experience for attendees.

It allows for effective engagement through interactive features, reliable performance, and integration with marketing tools, boosting credibility and increasing conversions.

However, choosing the right webinar platform depends on your needs and goals. Consider factors such as ease of use, integration with marketing tools, audience size, and the type of webinars you plan to host.

Here are some of the most popular webinar platforms:

Zoom

Zoom is one of the most widely used platforms for hosting webinars due to its reliability and user-friendly interface.

It offers a range of features designed to enhance the webinar experience, such as screen sharing, breakout rooms, and polls.

These tools allow for interactive and engaging sessions. Zoom supports large audiences, making it suitable for webinars of various scales.

WebinarJam

WebinarJam is tailored for hosting webinars and comes equipped with the integration of various marketing platforms.

It allows you to automate tasks such as sending email reminders, conducting polls, and interacting with your audience in real time.

WebinarJam also offers extensive customization options, enabling you to align your registration pages and webinar rooms with your brand theme.

GoToWebinar

GoToWebinar is known for its professional-grade features and functionality, making it a favorite among businesses and professionals.

It offers advanced features like detailed analytics, custom branding, and the ability to record and share webinars.

GoToWebinar supports large audiences, making it ideal for bigger events.

ClickMeeting

ClickMeeting stands out for its ease of use and user-friendly design, providing a seamless experience for both hosts and attendees.

It includes features such as screen sharing, polls, and the ability to host on-demand webinars, making it versatile for different presentations.

Custom branding options, marketing and CRM tools, and registration pages help you manage your audience and track engagement.

Demio

Demio is known for its intuitive and user-friendly interface, making it simple to set up and run webinars. It allows you to pre-record sessions and schedule them to run at specific times.

This is particularly useful for reaching audiences in different time zones without requiring you to be present.

2. Plan Your Webinar

Understanding who you are targeting and what they need is crucial. Knowing your audience helps tailor your content to address their problems, making your webinar more relevant and engaging.

Pick a webinar title that will capture the attention and curiosity of your target audience.

Select a topic that addresses a specific pain point/offer/outcome/valuable insights related to your course.

Here’s how you can go about it:

Create an Engaging Introduction

  • Start with a powerful statement (hook): Use an interesting fact or a question to grab attention. Briefly introduce yourself and your credentials to build credibility.
  • Provide an overview: Outline what attendees can expect from the webinar.

Develop the Main Content

  • Identify 3-5 key points or sections that will make up the bulk of your webinar. Prepare detailed information, examples, case studies, or demonstrations for each key point.
  • Include interactive elements like polls, Q&A sessions, or live demonstrations to keep the audience engaged.

Craft a Persuasive Closing

Summarize the main points covered in the webinar. Transition smoothly into promoting your course, highlighting its benefits and how it addresses the audience’s needs.

Clearly state what you want the attendees to do next, such as signing up for the course, and provide a special offer or incentive.

3. Different Webinar Approaches

Salesy Webinars

Sales-focused webinars aim to convert attendees into paying customers. The structure typically involves:

  • Intro: Restate the headline, share the big result, success stories, and your personal story to build authority and rapport.
  • Content: Highlight what makes your method unique, backed by testimonials and evidence of results. Emphasize the benefits and simplicity of your solution.
  • Offer: Present a compelling offer, address objections, and encourage immediate action with bonuses or discounts

Benefits of a Salesy Webinar:

  • Directly targets sales.
  • Establishes authority and credibility.
  • Provides clear, actionable steps for the audience.

Value-Driven Webinars

Value-driven webinars focus on providing valuable content and building trust. The structure generally includes:

  • Intro: Welcome attendees, chat, and use polls to engage. Outline what they can expect and why they should stay until the end.
  • Problem/Solution: Discuss common problems your audience faces and provide solutions, offering valuable insights from your paid course.
  • Offer: Pitch your course by highlighting its benefits, showcasing testimonials, and offering bonuses.

Benefits of a Value-Driven Webinar

  • Builds trust and rapport with the audience.
  • Provides valuable insights that demonstrate your expertise.
  • Encourages long-term engagement and customer loyalty.

4. Webinar Script Example Breakdown

  1. Attention-grabbing Hook
  2. Problem
  3. Solution
  4. Proof
  5. Call to Action

Attention-grabbing Hook

Start with a story that relates to the problem the audience is facing.

Example:

“Have you ever felt frustrated because your course isn’t selling? Have you invested time and money into creating content and nobody seems to care?

Well, I know exactly how you feel. But the good news is that it can be fixed. And that’s what we’re going to talk about today.”

Problem

Define the problem clearly and ensure it resonates with the audience.

Example:

“Many course creators struggle with getting sales for their courses. They’ve invested time and effort into creating the content, but nobody seems to care.

It’s a frustrating and disappointing experience, and it can leave you feeling defeated.”

Solution

Present your course or product as the solution, emphasizing benefits and results.

Example:

“Today, I’m going to show you how to turn your failing course launch into a success. We’re going to talk about how to re-frame your course and target the right audience, giving you the tools and strategies to succeed.

With the right plan in place, you’ll be on your way to making 5 figures a month from your course.”

Proof

Provide evidence that your solution works through testimonials, case studies, or personal experiences.

Example:

“I’ve helped many course creators just like you turn their failing course launches into successes.

Here’s what one of my students had to say about the results they achieved: ‘I was skeptical at first, but after following [Your Name]’s strategies, I was able to triple my course sales in just 30 days.'”

Call to Action

End with a compelling call to action.

Example:

“So, if you’re ready to turn your failing course launch into a success, then I want to invite you to take the next step and enroll in my course today.

For a limited time, I’m offering a 50% discount on the course, so now is the perfect time to get started. Simply click the link below to enroll, and I’ll see you on the inside.”

In your webinar, focus most of the content on the “Solution” and “Proof” sections, delivering information that is relevant, useful, and actionable for your target audience.

Use engaging content like slides, video, and audio to communicate your message effectively.

5. Promote Your Webinar

As you plan your webinar to sell online courses, don’t let your promotional strategy be an afterthought.

Create a Landing Page for Registration

Creating a landing page for your webinar can boost course sign-ups and keep your audience engaged.

Follow these steps for an effective landing page:

  1. Craft a catchy headline to grab attention
  2. Write engaging content that keeps visitors interested
  3. Use attractive images to make the page visually appealing
  4. Include clear and compelling calls-to-action (CTAs)
  5. Choose a user-friendly landing page builder that doesn’t need technical skills

For example, the image below shows a landing page for a SaaS Sales Skills training program with details and a catchy CTA to compel potential students to enroll.

promote your webinar

Leverage your Email List to Get More Attendees

Moreover, if you have a list of email subscribers, it’s a great way to promote your webinar.

According to Statista, in 2023, 30% of global marketers reported email campaign open rates of 10-20%, while 57.8% saw rates between 20-50%.

Include email webinar links to encourage subscribers to click through and explore your website.

These subscribers are already interested in your brand and are more likely to visit your website. Send them a compelling email with an attention-grabbing subject line about the webinar.

Utilize Meta Ads & LinkedIn to Generate Webinar Awareness

Social media has a big audience. With 4.89 billion users worldwide, it can bring many people to your webinar page and boost course sign-ups. 

According to DataReportal, Facebook’s global advertising audience is 75.3% of the platform’s total active user base.

With Meta ads, you can target people based on their demographics, interests, and behaviors.

Meta’s lookalike audience feature is also handy, letting you reach new potential customers similar to your existing audience and helping you expand your reach while still targeting quality leads.

Here’s an example of a Meta ad that promotes a Biomechanics webinar and offers a free demo for the attendees.

promote webinar on facebook

Moreover, using LinkedIn to promote your webinar is a great way to connect with a specific audience and gather leads for your course.

With 571 million users globally and 174 million Premium subscribers, LinkedIn is a go-to platform for professional connections, particularly popular among 25 to 34-year-olds.

6. Prepare Your Presentation

Creating engaging slides keeps your audience interested and focused during your webinar presentation.

Use visuals, such as images, graphs, and infographics, to complement your verbal explanations.

Also, use minimal text on your slides to ensure your audience understands enough information.

prepare your presentation

Here are a few tips to help you effectively rehearse your presentation:

  • Practice speaking clearly and confidently, and familiarize yourself with the flow of your presentation.
  • Pay attention to your pacing, tone of voice, and body language.
  • Identify areas that need improvement, refine your content, and build confidence in your delivery. 

Take time to think about the topics you’ve covered and the areas where attendees might need clarification or additional information.

Prepare concise and accurate answers to common questions, and be ready to address any unexpected inquiries that may arise.

7. Host the Webinar

Avoid making the webinar feel like a sales pitch; instead, focus on sharing insights, tips, and knowledge relevant to your course topic. 

Here’s a simplified guide to hosting webinars for your online course:

  1. Pre-webinar Prep: Choose a date, pick a reliable platform, and plan your webinar outline.
  2. Promotion: Advertise your webinar with appealing content and invitations to your target audience.
  3. Set-Up: Customize your webinar with branding, learn the platform’s features, and upload any needed media.
  4. Delivery: Begin the webinar on time, present your content clearly, and engage participants with useful information.
  5. Q&A: Reserve time for questions and provide concise answers for a valuable exchange.
  6. Closing: Recap the main points, share on social media, and highlight participant feedback for future interest.

Utilize interactive features such as polls, Q&A sessions, and chat to involve participants actively.

Towards the end of the webinar, transition to your course.

Highlight the benefits of enrolling in your course, emphasizing what attendees will gain and how it can address their pain points or challenges.

Keep the pitch concise and focused, ensuring it aligns with the valuable content you’ve provided throughout the webinar.

8. Close the Sale With Offers, Bonuses, and CTAs

As you move towards closing enrollments and generating leads for your online course, incorporating urgency elements is crucial to encourage immediate action.

Limited-time offers, bonuses, and clear CTAs can significantly boost enrollments.

Emphasize Urgency: Creating a sense of urgency is one of the most effective ways to convert attendees into paying customers.

Here are some powerful urgency elements to include:

  • Limited-Time Offers: Highlight that the offer is available for a limited period. For example, “This special discount is only available for the next 48 hours. Act now to take advantage of this exclusive deal!”
  • Exclusive Webinar Discount: Offer a special discount that is only available to webinar attendees. For instance, “Only through this webinar, you’ll get 30% off our course. This offer expires at midnight!”
  • Advertise Your Sales Deadline: Clearly state the deadline for your offer to create a sense of urgency. Example: “Enroll by Friday to take advantage of this exclusive offer!”
  • Use Holidays and Seasons: Tie your offers to specific holidays or seasonal events to encourage timely action.
  • Live Countdown Timer: Use a countdown timer during the webinar to visually represent the limited time remaining for the offer. This adds a sense of urgency and prompts immediate action.
  • First Come, First Served: Emphasize that the offer is available on a first-come, first-served basis. Example: “The first 50 people to sign up will receive an additional bonus gift.”
  • Limited Spots Available: If applicable, mention that there are only a certain number of spots available. Example: “We only have 20 spots for this special coaching program, so make sure to secure your spot before they’re all taken.”
exclusive discounts

Offer Exclusive Bonuses

Bonuses are an excellent way to add extra value and encourage prospective students to sign up and register for your online course. Consider offering:

  • Webinar-Only Bonuses: Provide additional bonuses that are only accessible to those who attend the webinar. Example: “Sign up during this webinar and receive a free e-book and a one-on-one coaching session.”
  • Extra Resources: Offer additional learning materials, templates, or tools that complement your course content.
  • Private Sessions: Include a limited number of one-on-one coaching or consultation sessions as a bonus.
  • Exclusive Content: Give access to exclusive webinars, workshops, or members-only content.

Clear and Compelling Call to Action

During the closing section of your webinar, remind your audience about the CTA and how your course can help them enhance their skills. Ensure your call to action is clear and compelling:

  • Communicate How Your Course Solves Their Problem: Focus on how your course addresses their pain points and provides solutions, not just on the course features.
  • Start with a Strong Intro: Capture attention right away and make a strong case for why they should stay till the end.
  • Add a Cool Offer at the End: Provide a compelling reason to act immediately, such as a discount, bonus, or limited-time offer.
  • Make the Next Steps Easy to Follow: Clearly articulate what you want your audience to do next, such as purchasing your course, signing up for a free trial, or booking a consultation. Include a link or button for immediate action.

Example:

“So, if you’re ready to turn your failing course launch into a success, then I want to invite you to take the next step and enroll in my course today.

For a limited time, I’m offering a 50% discount on the course, so now is the perfect time to get started. Simply click the link below to enroll, and I’ll see you on the inside.”

By prominently featuring these urgency elements and strategies, you can create a powerful close that motivates your audience to take immediate action and convert into paying customers.

create urgency
follow up email

9. Follow Up With Attendees & Prospects 

A follow-up thank you is expected after any event attended.

This is a great chance to continue the conversation because your audience is ready to hear from you.

Follow up with an email summarizing what happened and what comes next for leads.

Make sure the email includes something helpful, like:

  • Important things learned
  • Future webinars
  • Any materials are given out
  • Recommendations for further reading
  • Links to more helpful resources

For those who didn’t attend the webinar, send follow-up emails summarizing the details and enticing them to explore your online course page.

This gentle reminder can prompt them to reconsider and take advantage of the opportunity.

Lastly, collect feedback from attendees to improve future webinars. Address any concerns they may have had and use their input to enhance your presentation and offerings.

Benefits of Using Webinars for Online Course Promotions

Webinars are an excellent way to promote your online courses. Here are five reasons why:

1. You can build up your email list 

A webinar generates quality leads. So you don’t have to ask people for their email IDs. The webinar allows you to compile an email list for future interaction with prospects.

2. It expands your reach

The best thing about a webinar is its massive reach. All your leads are live and present, making it an excellent opportunity to interact with them and educate them about your course.

3. It gets easier to collect feedback

Even though the general audience is there to attend a webinar, sometimes it may grab the attention of an expert. If you get their feedback, you can find and improve shortcomings in your course.

4. You get quality leads

Webinars are real-time commitment opportunities. People don’t just attend a webinar for fun. Hence, all the effort you put into planning a webinar doesn’t drain at the end.

You can find quality student leads likely to enroll in the course.

5. It is a cost-effective marketing strategy

Apart from emails, webinars are another pocket-friendly marketing tool. You don’t have to rent a massive venue. You must prepare a presentation, design a landing page, and conduct an online program on the webinar day.

These perks prove that webinars are one of the most effective lead-generation channels in the eLearning space. It is essential to learn how to design a webinar that generates quality student leads and increases enrollments.

Frequently Asked Questions:

Can I host webinars on my website?

Yes, you can host webinars on your website. Here are a few options you can choose from to conduct webinars:

  • Webinar software
  • Content management systems
  • Custom development

Do I need technical skills to use webinar platforms?

No, you don’t need technical skills to use webinar platforms. They are user-friendly and accessible to a wide range of users. These platforms offer intuitive, easy-to-use interfaces with complete guides.

What analytics and metrics should I track for my webinars?

Analytics and metrics to track webinars include:

  • Registration rate
  • Attendance rate
  • Total attendees
  • Average view time
  • Poll responses
  • Q&A engagement
  • Conversion rate
  • Audience engagemenFeedback and ratings

How to use webinars to sell your online course?

7 actionable ways to sell your online courses using webinars:

  1. Offer free introductory webinars
  2. Use webinars to showcase your expertise
  3. Provide valuable content during the webinar
  4. Include a call-to-action to enroll in your course
  5. Offer special discounts or bonuses for webinar attendees
  6. Follow up with attendees after the webinar
  7. Use webinars as part of your overall marketing strategy

How to create the webinar funnel for selling online courses?

A primary webinar funnel works in the following order:

Step 1: Plan a Webinar Promotion Strategy

Step 2: Promote the Webinar

Step 3: Thank People for Signing Up

Step 4: Send Reminders

Step 5: Host the Webinar for Your Online Course

Step 6: Set up the Webinar Replay

Step 7: Request Feedback

 

Final Words

Webinars are a powerful tool to promote your online courses.

By planning and executing a well-structured webinar, you can effectively engage your audience and convert them into paying customers.

Remember to tailor your content to your audience’s needs and use engaging elements to keep their attention.

Here are some additional tips to increase the watch percentage of your webinars:

  • Keep your webinar under 60 mins also not less than 40 mins.
  • Build trust by providing a valuable resource at the beginning of the webinar.
  • Establish a likeable personality based on your audience:
    • Be humorous if you’re talking to teenagers.
    • Be professional if you’re talking to employed people.
    • Be empathetic if you’re talking to a couple to fix their relationship.
  • Make them curious to stay till the end by giving a clear CTA:
    • “Stick till the end if you want to find out how we went from X USD to X USD.”
    • “Stick till the end to get access to our community for free and talk with other 5-digit course creators.”
  • Instead of building brand awareness through your webinar, focus on building an engaging and loyal audience that looks at you as a problem solver.
  • Communicate how your course solves their problem, not just how good the course is.
  • Start with a strong intro to capture attention right away.
  • Add a cool offer at the end to incentivize viewers to take immediate action.
  • Have a fast action offer available for few hours after the webinar
  • Don’t make it too salesy
  • Ask for feedback after the webinar

By incorporating these strategies, you can make your webinars more effective and increase the likelihood of converting your audience into paying customers.

You can also book a strategy session with our experts to help you achieve success with your webinars.