Using Webinars To Promote Ecommerce Products

Me: “Turn the webinar into a problem.” LinkedIn: “Interesting. Me💞” HubSpot: “Okay, but does it actually work?” Also HubSpot (yesterday): “Yeah, it does.” Most webinar promos are painfully predictable. “Join us for this exclusive live event!” “Can’t-miss insights!” “Reserve your spot now!” Cool. I’ll definitely forget about that immediately. So we flipped the script. Instead of announcing a webinar, we made the topic the hook: 👉 "8 out of 10 prospects don’t trust your marketing." No dates. No sign-ups. No “limited seats available” nonsense. Just a real problem that made people stop scrolling. And LinkedIn? It noticed. 351 impressions 198 members reached 82 video views 140 minutes total watch time Then HubSpot came knocking: “Alright, show us how you did that.” And yesterday, they covered it on their site. Here’s the formula they featured: 1️⃣ Make the topic bigger than the webinar. → Nobody wants to attend your event. They do want answers to their problems. Start there. 2️⃣ Build curiosity before the pitch. → Instead of dropping a registration link and praying, we shared teaser clips, ran polls, and asked people what they wanted answered. 3️⃣ Don’t let the webinar die. → Most webinars get abandoned once the live session ends. We turned ours into a resource—repurposing the key moments into posts, clips, and templates people actually used. The result? More engagement, more sign-ups, and a feature in HubSpot. So yeah—stop announcing and start starting conversations. What’s your best move for getting people to actually show up? Let’s swap ideas. 🤺 I’m Peter Murphy Lewis—fractional CMO, content strategist, and the guy who helps businesses turn marketing into revenue (not just noise). Some of my experiments flop. Others get featured in HubSpot. Either way, I’ll always share what works. #MarketingStrategy #WebinarGrowth #LinkedInMarketing

The old model of webinar promotion is BROKEN. Company leadership decides they want to run a generic webinar with product updates that nobody care about—outside of their core users. The content team then gets tasked with ‘driving signups’ to this event. And then we end up with a handful of half-baked promotional posts with corporate-looking graphics that grace the LinkedIn timeline. It’s sterile. It’s counter to what works on social platforms. It’s just ineffective. Then Troy from sales is breathing down your neck asking your Content Lead, “Why didn’t we drive more leads from the webinar?” Well, Troy: (1) You gave the content team a 13-hour heads up. (2) The topic of the webinar appeals *only* to power users of the product. A cold audience doesn’t care about product updates unless you're leading a technological revolution like ChatGPT or Perplexity or something like that. (3) The social team was badgered into including tracking links in every social post that hits the timeline—the algorithm looooves that Shall I continue? Instead, how about this formula? (1) Engineer the topic of the webinar with social in mind. Less product updates. More valuable content that is relevant to your ICP. (2) Use social-native content to distribute the event. Stop with the link blasting. It works sometimes. But most of the time you should be using formats that the platforms favor. X threads. LinkedIn carousels. You get the point. (3) Tap into influencers in your niche as guests for the event if possible. You can reach new prospects in their audience and leverage them as a distribution channel. (4) Be mindful of design. It matters more than you think. (5) Provide assets and copy to the influencers you are working with to decrease friction to post. Don’t make them write their own copy. They’re busy. Engineer webinars with organic social in mind—both the topic itself AND the assets you’ll use for distribution. What do you think of this? PS: I’m diving into this in more depth in today’s edition of Social Files, with an example I loved. If you want to read the Modern Webinar Playbook for SaaS companies—head over to the link in my bio and sign up for Social Files.

Those who join my 55,000-subscriber newsletter via live webinar registration have nearly 2× the CTR vs the rest. Here’s why webinars work so well: They condense trust. If someone joins you on a live webinar and spends two hours with you, they get to know you very well, very quickly. This allows you to convert them into a customer faster than via other channels. It would probably take 10–20 newsletters or 5–10 YouTube videos to do the same. When they hear the word ‘webinar’, a lot of people immediately think ‘sales’. But that’s not all there is to it. Instead, split your webinar into 3 parts: 1) Education (⁓50%) 2) Q&A (⁓25%) 3) Offer (⁓25%) That’s because you want to make the webinar worth attending even for people who won’t buy anything. Remember, you’re also building trust long-term. Personally, without live webinars, I’d have a fraction of the customers I do now. These people are more engaged with my emails than the rest of my audience (2× the CTR), convert faster AND buy more. Here’s what my funnel looks like in practice: 1) Meta ads I use 80% of my ad spend to drive webinar registrations. I use the other 20% to drive newsletter and lead magnet signups (with a CTA to register for said webinar). 2) Nurturing I send newsletters and marketing emails to my subscribers, so they get to know, like, and trust me. 3) Live webinar My subscribers join my live webinar, where I promote my flagship product — ‘Write, Grow, Sell’. I might also mention my agency service, but I usually sell that separately (more advanced, more expensive). And that’s it. Depending on how I run the numbers, that’s how I get 30–60% of my customers. So if you — like me — sell a product, course, or community membership for anywhere from $500 to $20,000, I highly recommend doing some form of live webinars.

Just heard a webinar story that blew my mind. Mark Pinard was on our podcast last week. Former CMO at Pipefy, built marketing at Xero, Recurly, Lob. The guy's led 100+ product launches. He told me about a single webinar that got 2,500 registrations and literally launched Xero's entire US presence. Here's the kicker: Most marketers would call that a win and move on. Mark's team turned it into a 12-month content engine. They didn't just run a webinar about "accounting best practices" or some generic topic. They identified what their accountants were actually losing sleep over: the shift from hourly billing to value-based pricing. Then they brought in a Harvard professor who was THE authority on this exact issue. But here's what separated them from everyone else: They treated the webinar as the starting point, not the finish line. YouTube recordings. Social snippets. Blog series. Sales enablement materials. Email nurture sequences. One webinar. Twelve months of high-converting content. Mark broke down his entire framework: • how to pick topics that matter • find credible speakers • execute flawless promotion • squeeze every ounce of value from the content afterwards The conversation completely changed how I think about webinars for early-stage companies. If you're running a marketing team at a Series A-C company and struggling to get ROI from webinars, this episode is pure gold. knock2 (dot) ai/knocking-to-ten

I have clients doing million-dollar months using ONLY webinars. Since 99% of people get it wrong, here's EXACTLY how to launch & scale a webinar funnel to $1M/month: 1. Research first Very few people who want to launch webinars actually go watch webinars from people crushing it. Ask yourself: How many lessons could you learn from attending one? It doesn't even have to be from your niche. Big lesson: If you're presenting, you've got to know what you're doing. Webinars are an acquired skill - some people are great at group selling, some suck at it. Russell Brunson tip: When transitioning from value to selling, ask for permission: "I have an offer that's paid, and I'd love to introduce it to you. If it's okay if I transition to talking about that, can you drop a 1 in the chat?" 2. Know your audience The difference between warm and cold audiences is massive. Cold audiences don't give a shit about you - they're judging you critically the entire time. Webinars are lump sum funnels, not daily lead flow. You get a revenue spike within 72 hours to 5 days max, then it dies off. You're fronting cash for 1-2 weeks before the webinar. If you have an organic audience and never done a webinar to them - start there. No cost besides time and effort. Then use that house money for the riskier cold paid webinars. 3. Find your numbers Webinars are just math: $20 cost per lead, 10% show rate, $20k budget = 1,000 registrants, 100 show up At 60 minutes you have 70% still there = 70 people during pitch 20% book a call = 14 calls 50% show rate = 7 actual calls Close 20-30% = 2-3 sales If you're not making more than $20k from those 2-3 sales, the math doesn't work. 4. Create your budget Don't ignore the financial modeling lesson here. Plug whatever budget you're comfortable with into these conservative statistics. This funnel only works when you have capital to bring it to life. Factor in your skill level too. Real example: Client with $70k real estate offer First webinar: $20k spend, profitable, pocketed almost $10k Second webinar: He changed everything, made it 3 hours long, had one sale It took 3 webinars at $20k each to dial everything in Once dialed in, we went from $20k to $80k spend You only scale AFTER you dial it in - after the leading indicators show you figured it all out. If you have any questions: Let me know below Or just go watch my YouTube video where I break the process down in even more detail: https://linktw.in/DNfUbv Disclaimer: This content is for educational purposes only. No income is guaranteed. Million-dollar months are not typical and should not be expected. We don’t promise results. Always do your own due diligence.