Webinar Promotion: 5 Best Places to Drive Sign-Ups

You’ve got an awesome webinar lined up and your landing page looks sharp. Now it’s time to get people to show up.

Let’s talk about the best places to spread the word and get your landing page in front of the right audience.

1. Email

If you’re wondering where most of your webinar sign-ups will come from, look no further than the inbox. Email is usually the biggest driver of registrations.

But hitting “send” isn’t enough. You need to make sure your email catches attention and drives action. Try these tips:

Write compelling subject lines

If your subject line is “Join our webinar,” you might as well be shouting into the void. Try something personal and intriguing instead:

• “You’re invited to explore [benefit of webinar].”
• “[First name], your VIP spot is waiting.”
• “Only 24 hours left to register for this exclusive webinar.”

Create urgency

FOMO is a real thing. When people think they’ll miss out, they’re more likely to take action. In your email copy, highlight things like limited spots or exclusive info that won’t be shared anywhere else.

Follow up, but don’t be annoying

A smart email cadence keeps your webinar top of mind without overwhelming your recipients. Start with an announcement 2–3 weeks out, send a reminder three days before, and follow up with a last call the day before the event.

Include an “add to calendar” link

It’s one thing to get folks to sign up for your event; it’s another thing to get them to actually show up. An iCalendar (ICS) attachment in your email helps your registrants remember to join the webinar when the day comes. All they need to do is click the link or button to save the date on their calendar.

If you’re hosting a webinar on Wistia, you don’t have to manually do this. We automatically include an ICS attachment in every webinar email we send for you.

2. Your website

Your website is a prime spot for promoting a webinar. People who land there are already interested in what you have to offer, so they’re more likely to sign up.

Here are a few ways to spread the word on your site:

• Homepage banner: Add a banner to the top or bottom of your homepage with a short message about your webinar and a clear registration button.
• Blog posts: Got a post about a topic related to your webinar? Weave in a call to action (CTA) to register. (This works for both upcoming and on-demand webinars.)
• Exit-intent pop-ups: Before visitors leave, hit them with a last-minute reminder: “Before you go, secure your spot for [webinar name]!”
• Dedicated event page: If you’ve got a page for all your on-demand webinars, pin your upcoming event at the top with a registration form or button.

3. Organic social media

Social media is one of the fastest ways to build excitement around your webinar. If you want results without spending a dime, you need to create buzz in the right way. We have a few tips:

• Post a teaser video: Give folks a sneak peek of what they’ll learn, introduce the speaker, or just hype up the event. If part of your event is pre-recorded, you can include clips from the recording.
• Run countdown posts and behind-the-scenes content: Build anticipation by counting down to your webinar day. Share speaker prep clips, fun facts, or even a blooper reel.
• Tap into speaker or expert networks: Your speakers likely have an audience that wants to hear from them. Ask them to share registration links with their followers.

Which platforms work best?

• LinkedIn: The perfect place to promote B2B webinars
• X: Great for real-time buzz (use a branded hashtag!)
• Instagram Reels & Facebook Stories: Good for quick reminders and countdowns

4. Advertising channels

You don’t need a warm list to see results. The average webinar registration page converts 30% of cold traffic, and paid ads are a great way to bring in new people. What’s more, they let you target the right people at the right time.

• LinkedIn ads: The gold standard for B2B. You can target by job title, industry, company size, or even specific LinkedIn groups to reach decision-makers.
• Google Display ads: Capture intent-driven searchers looking for topics related to your webinar and retarget visitors who checked out your landing page but didn’t register.
• YouTube pre-roll ads: A five-second teaser video can work wonders. Keep it short and end with a clear CTA to register.

Targeting and retargeting strategies

• Run lookalike audience ads: Find more ideal registrants and put the webinar ad right in their feed. If your event is industry-specific, dial in on job titles, interests, and past webinar attendees.
• Retarget people who watched your promo video but didn’t sign up: They were interested enough to watch but didn’t commit. A well-placed ad with a nudge (“Still thinking about it? Don’t miss out!”) can bring them back.

5. In your app

If you have a SaaS product, your best audience might already be using it. So why not promote your webinar right where they’re already engaged? If done right, in-app webinar promotion can bring in registrations.

Keep in mind, though, that not every webinar belongs inside your product. Let’s say a longtime user logs in and sees a pop-up for a webinar about getting started with your platform. They’re probably thinking, “Why is this here? I already know this stuff.”

The key is relevance. Only promote webinars that actually benefit the people using your app, such as:

• Customer training and product deep-dives that help existing users get more out of your tool
• Advanced strategies and pro tips for existing users
• Feature releases and product updates

Ways to promote webinars in your app

• Add a banner to the main user dashboard
• Send an in-app notification to users
• Trigger a pop-up when users log in or complete a key action

With all of these great ways to promote your webinar, you’re sure to drive a good amount of sign-ups!