Webinar Promotion Kit

---
name: webinar-promotion-kit
description: Use when drafting a full webinar promotion kit — landing page, invite, reminders, social, follow-ups. Triggers on "webinar promo", "webinar kit", "webinar invite", "webinar landing page".
---

# Webinar Promotion Kit

Webinars fail in two places: registration page doesn't convert, OR reminders don't get them to show up. Most teams over-invest in promotion and under-invest in reminders. This skill builds the full kit with the right weight on each step.

## Required inputs

1. **Webinar topic** — specific outcome attendees walk away with
2. **Speakers** — name, title, company, why they're qualified
3. **Date and time** (with time zone)
4. **Audience** — primary segment + role
5. **Goal** — pipeline / signups / brand / customer enablement
6. **Registration platform** — Zoom Webinars / Goldcast / Demio / Webex
7. **Promotion runway** — how many weeks before

If the topic is generic ("Trends in [industry] in 2026"), push back. Specific topics convert.

## Components

### 1. Registration landing page

```
[Hero]
- Headline: 6-12 words, names the OUTCOME (not the topic)
  - Bad: "Webinar: Trends in Observability"
  - Good: "How [Customer] Cut Incident Response from 47 to 12 Minutes"
- Subhead: who it's for + what they'll learn
- Date/time + add-to-calendar
- Registration form (NAME + EMAIL + COMPANY — anything else hurts conversion)

[Body]
- 3 specific learnings — bullet form, outcome-led
- Speakers — photo, name, title, 1-line bio
- Format — "30 minutes + 15 min Q&A"
- FAQ — 4-6 questions (will it be recorded? do I have to attend live? etc.)

[Footer CTA — repeat registration]
```

### 2. Invite email (sent 3-4 weeks out)

- Subject line: outcome-led, under 50 chars
- 100-150 words
- Lead with the specific learning
- Speaker credibility hook
- One CTA: "Save your seat"
- Send to your full target segment

### 3. Reminder email sequence

| Send | Audience | Subject | Goal |
|------|----------|---------|------|
| 1 week before | All registrants | "1 week to [outcome]" | Stay top of mind |
| 1 day before | All registrants | "Tomorrow at [time]" | Calendar confirm |
| 1 hour before | All registrants | "Starting in 1 hour" | Show up |
| Also: send a "starting now" notification at T-5 if your platform supports it |

Each reminder:
- Reconfirms what they'll learn
- One-click join link
- Add-to-calendar reminder

### 4. Social promotion (3-4 posts spread over 2 weeks)

- Post 1 (2-3 weeks out): announcement post — speakers + outcome
- Post 2 (1 week out): one specific learning teaser
- Post 3 (day before): final call
- Post 4 (day of): "going live in 1 hour"

Variants for LinkedIn (long-form), X (short + thread option), and email signatures.

### 5. Post-webinar follow-ups

Send within 24 hours.

#### To attendees:
- Subject: "[Webinar] recording + the Q&A you missed"
- Body:
  - Thanks for attending
  - Link to recording
  - Top 3 questions from Q&A (with timestamps if possible)
  - The relevant next step CTA (demo / trial / case study)

#### To no-shows (registered but didn't attend):
- Subject: "Sorry you missed [webinar] — here's the recording"
- Body:
  - The recording (no gate)
  - 2-3 key takeaways summarized in body
  - Same next step CTA

#### To attendees who engaged heavily (asked questions, stayed full duration):
- Personal-feeling email from an AE or relevant person
- Specific reference to what they asked
- Direct ask: "Worth a 15-min chat about how this applies to your team?"

## Anti-patterns

- "Join us for an exclusive webinar..." — every webinar invite says this
- Topic-led headline ("Trends in X") — outcome-led converts 2-3x better
- Form with 8 fields — kills registrations, doesn't help sales
- Reminders that don't reconfirm what they'll learn — readers forget why they signed up
- Same follow-up to attendees and no-shows — wasted segmentation
- No-show follow-up gates the recording — they registered, give it to them
- Generic speaker bios ("seasoned executive with extensive experience") — name specifics
- Sending the recording email 3 days late — momentum is gone

## Show-up rate math

Industry baseline: 35-50% of registrants attend live. If you're below 30%, your reminder sequence is the problem, not the topic. The 1-hour-before reminder is the highest-leverage email in the kit — invest there.

## Output

Provide each component clearly labeled:
1. Landing page (full markdown)
2. Invite email
3. Reminder sequence (3 emails with timing)
4. Social posts (per platform)
5. Post-webinar follow-ups (3 variants — attendees, no-shows, engaged)
6. Send timeline (a calendar showing what goes out when)

End with: the single highest-leverage thing to A/B test (usually the registration page hero).