What is a webinar and how to use it in marketing?

Wondering how to build brand recognition, gain leads and reach customers – without leaving the office, without trade shows, without events?

Imagine an event that attracts dozens or even hundreds of potential customers. You don’t need to rent a room, order catering or buy tickets. All you need is one tool – a webinar.

It’s not another call on Teams or Google Meets. It’s your stage – a space where you can educate, show expertise and start a tangible relationship with your audience. Hosted well, a webinar can become the centerpiece of your content strategy and a sales driver.

What will you learn from this article?

• What is a webinar and how does it differ from other online formats (Zoom meetings, e-learning courses or live streaming)?
• Why you should include webinars in your marketing strategy – from building an expert image to generating valuable leads.
• How to organize a successful webinar step by step, from planning to analyzing the results.
• What are the most common mistakes to avoid to make your webinar a success.

What is a webinar?

Webinar (a.k.a. webinar) is an online event conducted live, usually with a speaker and multiple participants. It combines the features of a presentation, a lecture and a meeting – only that over the Internet.

His greatest advantage is its interactivity. Participants can ask questions in chat, take part in surveys, comment in real time. And you – you can engage them, test reactions, sell, educate and build relationships.

This includes multimedia: presentations, screen, camera, audio, video. The webinar can also be recorded and used later – for example, as a lead magnet or a blog article.

What makes a webinar different from a regular online meeting?

Webinar differs from a typical online meeting (such as a video conference) in scale, purpose and level of interaction. A webinar focuses on one-way presentation of content by a speaker to a large audience.

In a webinar, you act as a presenter and share knowledge with a larger group. The communication is mainly one-way – you speak and the participants ask questions or write in the chat. By contrast, in a regular meeting, anyone can turn on the microphone and camera.

Main types of marketing webinars

Marketing webinars are divided into:

• Educational – are used to build an expert image. These are tutorials, presentations, live shows with knowledge. Often free and available to everyone.
• Productual – focus on showing product features and benefits. Example? A demo with a live Q&A or a customer case study.
• Sales – have one goal: conversion. There is usually a specific offer or CTA at the end.
• Leads – generate contacts. Access to a valuable webinar requires registration. The better the topic and speaker, the more sign-ups.

It is also worth mentioning on-demand, or on-demand, webinars. These are pre-recorded webinars that can be viewed at any time – without having to attend live.

Why use a webinar in your marketing strategy?

Webinars are an effective marketing tool to build authority and generate quality leads. You can speak to hundreds or even thousands of potential customers from all over the country without moving from your office or home.

With chat, Q&A or surveys, webinars are much more engaging than static content. Participants ask questions, make comments, participate in the discussion, and you respond in real time. What’s more, the average webinar lasts 50-60 minutes, giving you the space for a fuller, deeper communication than a social media post or video.

Once recorded, webinars can be published on a blog, turned into an article, cut into short forms or used in a lead campaign. One well-conducted webinar can therefore work for your marketing for months.

Building an expert image and brand trust

Webinars are a powerful tool for building an expert image and brand trust, positioning a company as an authority in a particular field. Sharing valuable expertise through a webinar builds authority and audience loyalty.

Effective B2B and B2C lead generation

Each webinar registration puts you in touch with a person with a real interest in a particular topic – and that’s invaluable for sales campaigns. Registrations, participation, chat activity, completed surveys – all help build a potential customer profile.

Webinars work for both B2B and B2C. You can offer a tutorial, a product demo or free training – as long as the content is specific and useful. The better tailored the topic, the higher the conversion. And the better the promotion (newsletter, social media, affiliates), the wider the reach.

Customer education and sales process support

Have a complex product? A new feature? A challenging service? A webinar is the best place to explain it all. You can show how it works, who it’s for and why it’s worth it, and then immediately answer questions from interested people.

Such education acts as a sales catalyst – the recipient knows more, understands more and makes a decision faster. Additional materials (e-books, checklists, PDF offers) can amplify the effect – and the sales department gets warm leads that are easier to close.

Webinar vs. other online formats – key differences

A webinar is not another meeting on Zoom or a recorded video course. It’s an online event with a clear objective, a script and a presenter who speaks to many – not talks to a few. It’s scheduled, live and engaging, but on its own terms. Participants ask questions, make comments, take polls – but it’s the speaker who holds the reins.

Let’s take a closer look at these differences.

Webinar vs. meeting on Zoom or Teams

Webinar differs from meeting on Zoom or Teams in scale, level of control and form of interaction. A webinar is a one-way presentation to a large audience (e.g., an online training course for hundreds of people), where the presenter has full control over the proceedings and participants communicate mainly through chat or Q&A sessions.

A meeting on Zoom or Teams is a two-way communication and collaboration tool for smaller groups. All participants have equal rights to turn on cameras and microphones, which promotes discussion and joint activities. The difference? The purpose and activity of the audience.

To summarize: a meeting is a dialogue, a webinar is a lecture.

Webinar vs. recorded e-learning course

An e-learning course is content available on demand. The participant decides when and how much to watch. There is no real-time interaction.

On the other hand, a webinar is held live – at a specific time, on a specific day. You can ask a question, take a survey, feel that you are participating – not just watching. For many, it is this interaction that makes the event valuable.

Webinar vs. social media live broadcast

Live on social media (e.g., Facebook, LinkedIn, YouTube) is a quick, less formal, spontaneous format. It does not require sign-ups, has a lower threshold for entry, but also has less control over who watches and how the interaction goes.

Webinar is a professional event. It requires registration, often takes place on a dedicated platform, has a prepared agenda and a specific goal – educational, sales or promotional. It allows you to precisely select the target group and collect contact information of participants.

How to organize an effective webinar step by step?

Organizing an effective webinar is a multi-step process, requiring careful planning, technical preparation and promotion. Success depends on precise definition of goals, selection of the right platform and audience engagement.

Here’s what you need to do step by step:

1. Planning, goal and target audience

Start with the basics. Why are you holding a webinar? Is your goal to increase the number of leads? To educate customers? Empowering an expert?

The goal should be specific and measurable – preferably following the SMART methodology.

The next step is to define the target audience. Who is expected to attend the event? What problems, questions, level of knowledge does he or she have? Match the topic to the real needs of the participants. Example: „How to write SEO texts that sell?” is concrete for marketers. And remember – a well-written script is half the battle.

2. Platform selection and technical preparation

Choosing a tool matters. Opt for a platform that allows for seamless sharing of presentations, active chat, Q&A sessions and surveys. The most common choices are Zoom, ClickMeeting or Microsoft Teams.

Do a general test -without it, even the best-prepared presentation can fly. Check your microphone, camera, Internet connection and all media. Make sure everything works before you click „Start.”

3. Promote the webinar and register participants

The third stage is to heavily promote the webinar and effectively attract participants. What specifically can you do?

• Start with landing page – with a strong headline, clear description of the topic, introduction of speakers and sign-up form. Add a countdown timer to the start of the event and specific benefits for participation.
• Then move forward with promotion – use newsletters, paid advertising, social media, industry partnerships and a company website. Incentives, such as bonus material or a discount for attendees, further increase conversions.

4. Post webinar activities and effects analysis

After the webinar, take care of attendees. Send an email with a thank-you note, a recording of the meeting and additional materials – this is a good time to solidify the relationship.

Request feedback -even a short survey will allow you to draw conclusions. Also analyze the hard data-including the number of sign-ups, attendance, average attendance time, activity during and conversions.

It’s these numbers that show you what worked and what’s worth improving. They help you optimize your next webinars and increase the effectiveness of your marketing efforts.

Frequent mistakes when organizing webinars – how to avoid them?

When organizing a webinar, it is easy to fall into traps that reduce its effectiveness. The most common mistakes are:

• Technical problems – poor sound quality, poor light, unstable connection. Even the best content won’t defend itself if attendees can barely hear you. Test everything – equipment, internet connection, presentation.
• Lack of interaction with participants – a webinar is not an academic lecture. Engage the audience from the beginning – allow questions, chat responses and surveys. The more interaction, the higher the engagement and the chance that your content will be remembered.
• Weak promotion – it’s not enough to create an event and wait. You need a solid promotional campaign. Send out invitations, be active on social media, work with partners – and don’t forget reminders before the webinar starts!
• Unclear rules for participation – attendees need to know: when, where and how to join. Ensure clear communication before the event.
• Lack of follow-up after the webinar – a lack of follow-up is often a missed opportunity for customer acquisition. Send a recording, a thank you note, additional materials. This is the stage that builds the relationship and closes the sale.
• Passing up feedback – not asking participants for feedback? You’re missing out on data that can improve future events. A short post-webinar survey gives you specific insights, and it doesn’t take much effort.

👉 Also read our guide on video marketing.

Summary: Is a webinar a good strategy for your business?

Webinars are one of the most effective tools in digital marketing today. They give you scale without leaving your office, reinforce your image as an expert and generate valuable leads – both in B2B and B2C. When planned and executed well, they can become the heart of your content marketing strategy.

Their strength is not only education and promotion, but also the ability to build relationships with customers in real time. By avoiding common mistakes – technical, communication and promotional – you gain full control over the quality of your attendees’ experience.

If you want to scale your marketing efforts, improve sales and deliver real value to your audience at the same time, a webinar is a tool worth incorporating into your strategy today.

If you want to scale your marketing efforts, improve sales and deliver real value to your audience at the same time, a webinar is a tool worth incorporating into your strategy today.