How to Use Webinars to Sell Online Courses

Just as knowledge is the most powerful weapon for humans, webinars are the most powerful weapons in the arsenal of every coach/course curator. Why? These are the perfect tools to show your expertise, build trust, and create irresistible offers that convert viewers into clients. 

The question is, how do you create a webinar that not only educates but also converts? We will answer that throughout this article. Today’s guide will cover everything you need to know about online webinars, from their efficiency to practical conversion and promotion tips. So, let’s dive into it. 

What are online webinars? 

A webinar is an interactive online event where a host presents a topic to an audience through videos, slides, and interactive elements. Unlike pre-recorded videos, live webinars allow for direct engagement. This makes webinars a potent tool for education and trust-building. 

Why webinars are effective for selling online courses 

Did you know that revenue in the Online Education market is projected to reach US$203.80bn in 2025? Well, now you do. Why did I tell you this? I did to help you hop on the train at the right time. 

Webinars are more than just tools for teaching. In fact, webinars are tools for building connection, persuasion, and turning interest into action. If you get it all right, your webinars will be the primary lead generation source, as these are great lead magnets. 

So, let’s understand the main reasons why webinars are so effective in increasing online course sales. 

Live engagement 

The number one reason is live engagement. Let me elaborate. 

Imagine a scenario where you want to get a course but are unsure which curator to pick. Hop and a creator is offering a live webinar for FREE. Naturally, it sparks your curiosity, and you join the webinar. 

Let’s assume the instructor did everything correctly and managed to spark your interest further. Now, during the live webinar, you could engage in real-time, ask questions, and connect. This makes you feel and grow closer to the instructor. After the webinar, if you like the teaching style, you are more likely to purchase a course from that creator than someone who did not offer a free webinar option. 

Webinars allow you to create dynamic and personalized expenses for your audience. For instance, Q&A sessions address concerns on the spot, allowing instructors to handle objections effectively. This ultimately increases the likelihood of enrollment after the webinar. 

Building trust and credibility 

Selling an online course will take a bit more from you than just a good offer. To be precise, it requires trust. Are you thinking of how to build it? Well, webinars are perfect to help you build rapport and trust with your audience. 

"I think, going back to how you get people to sign up—if they know, like, and trust you, they will sign up. And that is just the start of the relationship. So, how can you make sure that they become raving fans? You should really care about the outcome of the course for them." 

 

Jan Keck, Facilitator, Trainer, and Learning Experience Designer.

Learning from our experts we can confidently state that trust is essential. It all starts from the very beginning and that is the ultimate value in your offering. 

Webinars help you showcase authenticity in action. When attendees see you teach live, it reassures them of your knowledge and skills. To improve that building, you can also: 

• Share real-world experiences, case studies, or success stories to build credibility.
• Feature testimonials on the webinar landing page or invite past students as guest speakers to share their success stories. This is a creative way to display social proof and build trust. 

Positioning yourself as an expert 

Webinars also help you position yourself as an expert. Thus, you can create an image of being a go-to authority on the subject matter. 

Why it works? For instance, direct interaction allows you to engage attendees and gives you the perfect opportunity to showcase your expertise through Q&As. A well-structured webinar that addresses key pain points or niche topics can demonstrate your in-depth understanding. 

A few practical tips in positing yourself as an expert include the following: 

• Focus on niche topics and dive deep into specific aspects of your course content
• Offer post-webinar resources like downloadable eBooks or infographics. 
• Answer questions confidently during the webinar to demonstrate your knowledge and ability to communicate effectively.

Leverage scarcity and urgency

Webinars are also effective for selling courses because they allow you to leverage scarcity and urgency. Using scarcity and urgency tactics in a webinar can push attendees to make decisions quickly, which is essential for converting viewers into course buyers. For instance, you can: 

• Announce a special price or bonus that is only available for a limited time after the webinar, such as a 24-hour or 48-hour discount.
• Create a limited number of seats or spots for your course. Announce it during the webinar to increase demand.
• Use a countdown timer to show how much time is left. Encourage people to take advantage of the special offer or enroll in your course.

Top ways to use webinars for selling online courses 

It is time to dive into the practical section of this guide and review practical ways to use webinars to increase course sales. 

Choose the right topic 

You can go around the bush all you want, but you will not make sales without the right topic. For instance, if you are a marketing coach but do a webinar on knitting, it is highly unlikely your target audience would be interested in that hobby. 

However, if you do an educational and available webinar on marketing, then your chances of converting users into buyers increase. 

With that being said, my point is that choosing the right topic matters. It must be highly relevant to your niche, interesting, and unique (because you do not want to offer what every competitor already offers). 

It is worth mentioning that it should not be extremely specific, but as you aim to increase brand awareness and reach a wider audience, you need a more general topic. However, it must provide value and not repeat what everyone else is saying, as a webinar is your unique opportunity to showcase your skills and expertise as a creator.  

Structure the lesson 

If you want to create webinars that convert, then keep them well-structured. The purpose of a webinar is not just to sell. It is to provide value through which you persuade students to convert. 

"All I can do is make the most of how I design the session to make sure that it is engaging and that it's not me just running a lecture and basically recreating a self-guided course. Like, if I do a live cohort and all I do is have some PowerPoint slides behind me, and I just talk nonstop for an hour, and then I say, 'Goodbye, everyone’, then, of course, they are not going to really learn because it feels like a waste of their time. They could have watched that in the recording." 

 

Jan Keck, Facilitator, Trainer, and Learning Experience Designer

A clear, engaging structure makes the content easy to follow and keeps the audience interested. Here are a few tips for you to create a well-structured webinar: 

• Break the content into bite-sized sections with time for interaction and questions.
• Use engaging visuals, polls, or live demonstrations to keep the session interactive and not just a lecture.
• Plan for pauses or breaks to allow attendees to reflect on key points and keep them engaged.

For instance, MAXQDA Academy offers free webinars in 8 languages and on a regular basis. This is a great approach for consistent lead generation. 

Offer discounts to the participants 

Do not forget about special offers. 

By offering discounts and special deals to participants, you can incentivize attendees to purchase your course. This strategy makes the offer feel exclusive, encouraging immediate action. 

Keep your audience engaged 

If you want to turn attendees into students, you better ensure their engagement. Active participation helps ensure attendees feel connected to your content and motivated to act. 

"I made it a habit to constantly keep checking in with my group in those really small asks for engagement. And that could be, 'Give me a thumbs up if you are ready to go to the next section.' They could give me a real thumbs up in the camera; they can use the reaction buttons if we are on Zoom, or they could write something in the chat." 

 

Jan Keck, Facilitator, Trainer, and Learning Experience Designer 

Jan Keck emphasizes the power of micro-engagements in virtual facilitation. His approach of regularly prompting participants with small, low-effort interactions helps maintain engagement. By offering multiple response opinions he creates an inclusive and accessible environment. 

Following the advice and even tips from Jan Keck, create your own strategies for micro engagements as well as engagement on a bigger scale. Make sure to use polls and Q&A sessions, create post-webinar surveys, and encourage group discussions. 

How to attract students to your webinars 

As far as we are clear on the importance of webinars, let’s dive deeper into the strategies for attracting visitors to yours. 

Address their pain points 

To attract students through a webinar or online course, you must offer solutions to their problems. 

"Talk to your customers, talk to your students, figure out what their pain points are, and listen to the language—how they describe those pain points—because that exactly will be what is selling the course. It is not what is included or what type of content, but what are the challenges that are going to go away?" 

 

Jan Keck, Facilitator, Trainer, and Experience Designer

By offering specific solutions to their problems, as Jan Keck also states, you show that as an expert, you understand their needs and know what you are talking about. So, before creating the webinar plan, make sure to: 

• Thoroughly research your target audience to identify the challenges they face. 
• Use the same language your audience uses to describe their problems, making your marketing feel more relatable and personal.
• Highlight specific pain points and how your webinar and course can help them overcome these. 

Use social media to attract sign-ups

More than half of the world now uses social media. Did you know it? To be precise around 62.6% of our population which makes 5.07 billion people around the world now use social media. 

Leverage the power of social media to promote your webinars and attract more traffic. Social media platforms provide a perfect opportunity for you to engage with potential students and build excitement around your webinar. Plus, it is a great way to reach a large audience and generate interest at a low cost. 

You can use organic and paid strategies to drive traffic from social media. Organic strategies mean constantly posting relevant content and announcements about the webinar. Make sure to incorporate CTAs and connect with the audience through polls and Q&As. 

By paid strategies, we mean leveraging paid ads for maximum reach. Paid advertising can help you reach a broader audience, especially when targeting specific demographics or interests. 

Send reminders 

To keep your webinar on top of the minds of attendees, make sure to send regular reminders. Reminders are excellent tools for increasing the likelihood of registered users appearing. Otherwise, many might forget. 

Leverage the power of email marketing 

Also, do not underestimate the power of email marketing. In fact, leverages its power to the maximum. Email marketing is a powerful tool for building relationships with your audience and promoting your webinar. 

When students sign up for the webinar, you are building an email list of estates potential students. You can later send a series of emails that educate, excite, and remind potential students about your upcoming webinar. These will increase the chances of them showing up. 

Increase Your Sales with Uteach 

You are in the right place if you are looking for a comprehensive solution to monetize your knowledge. Whether you want to host live webinars, create pre-recorded courses, or conduct 1:1 sessions, Uteach is your perfect companion. 

Uteach is a robust solution for coaches and course creators. The platform comes in handy with features ranging from the seamless patent gateway and live functionalities to automation and marketing tools. Schedule a free demo with our team to learn more about what we have to offer and how we can help you grow.