Webinar

What it means

A webinar is an online seminar or lecture that participants watch live over the internet, during which they can ask questions, take part in polls or chat. The name combines web and seminar, reflecting an educational event moved into the digital environment.

For companies, a webinar is a low-cost way to share expertise, build trust and collect contacts of potential customers. It is a tool of content marketing and inbound marketing because it delivers value before the company sells anything.

A webinar is often used as a lead magnet, with participants sharing their contact details when registering. The recording can then be offered as evergreen content on the website, bringing in new registrations long after the live broadcast.

How it works in practice

Accounting and advisory firms often run webinars on legislative changes, such as news on VAT, payroll or tax returns. Such topics have a clear deadline and high interest, because business owners need to know what is coming.

After the webinar it is good practice to send participants the recording, slides and related materials and to continue lead nurturing, for example through e-mail marketing with further useful information. Participants' questions are also valuable input for future content.

A successful webinar rests on good preparation: a clear topic, a concrete benefit, a short and well-structured presentation and time for questions. The technical side also matters, meaning a stable connection, good sound and a tested platform, so that technical problems do not put participants off.

What to watch out for

Registration involves processing participants' personal data, so the GDPR must be complied with. If the company wants to send marketing messages after the webinar, it needs a legal basis, usually consent, and must offer an easy way to unsubscribe.

When recording and publishing the webinar, consider participants who take an active part, for example by asking questions under their own name. It is wise to announce in advance that the session is being recorded and to protect participants' privacy when the recording is published.