How to use webinars to nurture leads

While webinars have traditionally been used as a lead generation or sales pitch tool, they are very effective in achieving much more. They offer an excellent opportunity to build authority in your industry and trust in your contact base, educate your prospects on the benefits of your products or services, and allow for one-on-one contact with potential clients who may not otherwise find their way into your funnel.

6 Webinar Best Practices to Nurture Your Leads

1. Host a webinar on a topic of interest to your target market

The topic of your webinar should be something that will appeal to your target audience. It should be relevant to their needs and interests and aligned with–not featuring–your product.

By hosting a webinar on a topic of interest to your target market, you can establish yourself as an expert in your field and build trust with your audience. It also lets you connect with an audience that is more likely to be filled with qualified leads.

Additionally, webinars allow you to engage directly with your target market and answer their questions in real-time. This interaction can help build relationships and establish yourself as a trusted resource. 

Prepare your webinar so it is well-organized and professional. As a representation of your brand, your audience’s experience will contribute to their overall opinion of your products or services. Use this time to both educate your audience and instill confidence in them about your company’s ability to deliver.

2. Invite current and potential customers to participate

An example of a guest speaker list from's webinar series, Game Changers

Inviting current and potential customers to participate in a webinar can strengthen their relationship with your brand, show off your expertise, and enforce your position in the industry to your audience.

By participating in your webinar, you’re providing your prospect an opportunity to share their expertise with your audience, and it helps you bring your message to theirs. Finally, you’ll be involving your prospect in a work process that will have them thinking about and connecting with your product in a meaningful way. 

Plenty of resources can help you plan and promote your webinar if you need help getting started. All you need is a little time and effort, and you'll be on your way to hosting a successful webinar to help nurture your leads and grow your business.

3. Use the webinar as an opportunity to gather feedback from participants

Webinars provide an opportunity to gather feedback from participants. By asking participants to complete a brief survey before and after the webinar, you can gain valuable insights into how well the webinar met their needs, and empower you to tailor your content accordingly.

When you ask for – and use – feedback from your audience, you’re giving them an opportunity to play a part in your brand. What better way to increase brand affinity than by giving your audience a personal stake in its creation?

Additionally, you can use the survey to gather feedback on the webinar's content and the presenter’s delivery. This will help you to improve future webinars and ensure that your participants have a positive experience.

4. Share highlights from the webinar on social media and your website

An example of how uses their webinar content on LinkedIn

Webinars are a great way to nurture your leads and build relationships with potential customers. By sharing highlights from the webinar on social media and your website, you can keep your audience engaged and informed about your industry, product, or service. 

Webinars should be educational, not salesy. Your goal is to build relationships with potential customers, not hard sell them on your product or service. Instead, focus on providing value and helpful information in your webinars, and you’ll see better results. 

Share key messages, highlights, or entertaining moments from the webinar. These “snackable” pieces of content are great for your target audience to share. Let your community tell the world about what they learned from you, and instill a bit of FOMO for those who weren’t present.

Following these best practices, you can use webinars to nurture your leads and build strong relationships with potential customers.

5. Follow up with participants after the event, offering additional resources or information

Stay top-of-mind with participants by offering additional resources or information after your webinar. Remember, not all leads will need the same level of follow-up. Segment your attendees based on their engagement with your content. Provide 1:1 support to your most engaged leads, and tailor the content going to each group, depending on their readiness to convert. Here are a few ways to follow up and keep the momentum going. 

1. Send a thank-you note:
A personal thank-you note is always appreciated. Take the time to write a brief note expressing your appreciation for their participation. Your more engaged leads might get a unique message while your less-engaged leads receive a more general thank you message.

2. Provide additional resources:
If you promised additional resources during the webinar, follow through and send them over. This could include links to articles, whitepapers, eBooks, etc.

3. Schedule a one-on-one meeting:
While not everyone will be interested, some participants may appreciate the opportunity to discuss their specific needs in more detail. Again, this could be done via phone or video chat.

By following up with the right webinar participants, you can show that you’re serious about developing a relationship and providing value. These simple steps will help nurture your leads and move them closer to becoming customers.

6. Offer a recording of the webinar for those who were unable to attend

As a final recommendation, you should record your webinar and make the recording available afterward to nurture leads and offer value to those who couldn't attend the live event.

This way, everyone interested in the topic will have access to the information you're sharing, and you'll be able to continue developing relationships with your leads even after the webinar. 

Additionally, providing a recording of the webinar will show that you're committed to providing a high-quality experience for all of your attendees, no matter their circumstances. 


There you have it! Our top tips on helping you nurture your leads into customers using webinar best practices. 

To recap: ensure that your webinar is relevant to your audience. Aim to provide value in each webinar you host. Offer content that is both educational and engaging. Be prepared to answer questions from participants. Follow up with your participants after the event is complete. Following these simple tips, you can create successful webinars that help nurture leads and convert them into customers.

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