Simply put, a webinar is a form of video content over the web that gives the ability to create engagement between the speaker and the attendees. In this post, we show you how to use webinars for the different stages of the customer journey.

They can be used for different ends but in this post, we’ll take a closer look at how to use webinars for the different stages of the customer journey. Organising webinars is a great way to:

  • Generate leads and engage prospective buyers
  • Move prospects and opportunities faster in the purchase process
  • Identify sales-ready leads
  • Enhance marketers’ lead scoring and nurturing process.

 The key to succeeding with your webinars is to deliver the right type of webinar content at the right time. 


Awareness: Attract Your Potential Customers

Buyers in this stage will visit your blog, interact with your social content. These people are probably interested in a key area related to your business, but they are typically just looking for answers, resources, education, research data, opinions, and insights.

Use this opportunity to subtly introduce your brand and establish yourself as an expert in the field by inviting them to join for one of your webinars.

A good way to follow up with the attendees after the webinar is to send an email and if they have any questions or want more information about what you presented. You can even use the opportunity to share the slides of the webinar with them. This will help you start a conversation.

Webinar examples:

  • What is Ambassador Marketing and how it can help your business?
  • Social Media Marketing Trends for 2017 
  • Main Insights from the 2017 Social Media Marketing Industry Report

Consideration: Move Leads Faster in Your Sales Funnel

During this phase, you try to show your leads how your solutions offer them an opportunity to improve a specific part of their business (i.e.: increase sales). A webinar at this stage is not really a place to sell yet, it’s a chance to give.

Giving your leads a solution for the problem they have, will help you establish trust and credibility, two attributes that are key in the buying stage.

You can show the advantages of your solution by showing client cases and references from existing clients. It is also good to leave some open space for a Q&A. This way you make it a conversation and not only a one-direction speech.

In the follow-up email, you can send a detailed overview of the webinar with the most important takeaways and how those can benefit their business. This way, they will keep the benefits of your solution in mind and, if they are into it, they might even share it with their peers, helping you generate more leads.

Webinar examples:

  • How Ambassador Marketing Can Help Your B2B Company Drive Business Through Social Selling
  • 10 Reasons Why Employee Advocacy is a Better Investment than Social Media Advertising


Evaluation & Purchase: Time to Close!

After putting in work, leads will eventually consider becoming clients. Now, it’s finally the moment to explain them more about your product and services and show them how yours is the best available solution in the market.

One of the most requested assets at this point is a product demonstration. Organising your demos in a webinar format will help you improve the efficiency of your sales process:

  • You can have multiple people attending your demo at the same time.
  • For those leads who are not ready to engage with your sales department yet, it will provide a mid-stage between the consideration stage and the purchase.

At Social Seeder, we organise a weekly live demo every week. It takes only 30 min and we explain the most important points about our solution. If you are interested in attending to one of our demos to use it as inspiration to organise your own, you are more than welcome to join.


Delight: Train Your Customers to Make the Most of your Product and Increase Customer Retention

When your lead has become a client, it’s important to keep them satisfied so that they stay with you for a long time. Give them attention, training, and support where necessary.

This stage is where you provide insights, tips and “masterclasses” to train clients in making better use of your product. When clients know how the product works and make optimal use of the service, it results in a higher satisfaction and a better renewal rate.

Asking what problems they are facing and how you can help them. Prepare a social media poll where you ask how satisfied they are. These insights will provide content for new webinars.



  • Webinars can help you in the different stages of your sales process, from awareness to purchase.
  • With webinars, you can optimise your efforts to reach a broader audience at the same time.
  • Webinars are a great way to start conversations with your potential clients
  • If you are looking for inspiration, you can join any of our free webinars


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