How to Leverage Webinars to Fill Your Sales Pipeline

by Heather Redding

As the days of seminars where you charm your prospects into converting 1-on-1 seem to fade, their digital brother — the webinar — is on the rise.

If you’re finding it difficult to make a sale, as budgets get squeezed tight, a webinar might just help reinvigorate your sales pipeline.

Let’s dive into some advice on how to leverage the webinar as the ace up your sales sleeve.


Create a Sales Funnel With a Webinar at the Core

In a funnel, things start slow at the top but speed up as they approach the neck.

You can never be 100% sure that a sales tactic will work, but creating content for each stage of the funnel allows you to stretch out the communication with your potential customer as much as possible.

You get to lead them through multiple interactions until they decide to purchase.

The purpose of a sales funnel is to guide a potential customer down the path of becoming a customer, step by step.

A webinar is a great way to boost that process.

By the time an interested party reaches your webinar, they’re already curious about your offer.



A webinar adds a personal touch to your relationship with the prospect.

They can see your face and hear your voice. You’re no longer an abstract entity to them. That personal aspect will give them more confidence to click that buy button.

You can even automate a prerecorded webinar and use it indefinitely.


Market the Webinar Strategically

You have to promote the content of your webinar before and after the event itself.

Content that attracts no attention from prospects is a waste of time and resources. You need attendees to gain traction.

Choose a social media platform depending on your niche, product or service, and targeted audience.

LinkedIn tends to be the best choice for getting B2B leads, while businesses targeting the fashion, lifestyle, and travel niches benefit from more personal social networks such as Facebook and Instagram.

Those dealing with arts and crafts could benefit from creating a buzz on Pinterest.

Don’t forget to give your potential customers somewhere to register — creating a landing page is a must.

Once the webinar is complete, you can use it further in follow-up campaigns and flaunt the highlights reel on your channels.

This strategy will help you gain even more conversions or generate interest in your next event.

Include snippets, quotes from your speakers, and fragments in your emails or share them  around your webpage and media channels where you’ve established a presence.


Create Content Around the Prospects’ Pain Points

When deciding on the topic and tone of your webinar, make sure to feel out the pain points of your ideal customer.

Then, build valuable content around the burning issues in your business branch.

All the marketing in the world won’t help if you don’t offer something of genuine interest.

Release sneak peeks and teasers to make the audiences feel like they’re privy to insider knowledge, and start the discussion on the webinar’s topic even before the webinar is out or live.

Make people want your offer organically and use marketing to get the word out. For instance,you can increase your event attendance by offering bonuses for early bird registrations.



Heather Redding is a part-time assistant manager and writer based in Aurora, Illinois. She is also an avid reader and a tech enthusiast. When Heather is not working or writing, she enjoys her Kindle library with a hot cup of coffee. Reach out to her on Twitter.







Share :