Omar Zenhom founded WebinarNinja, an all-inclusive, easy-to-use webinar platform to teach, improve marketing, and grow sales. With over a decade of experience in entrepreneurship, Omar brings a wealth of practical insights into generating passive leads and sales with webinars.
Founder, WebinarNinja
Updated: 18 Apr, 2024
Why would anyone pay for a webinar?
Most people use webinars as marketing assets, sales platforms, or both. But paid webinars are a product in themselves. If you want to make revenue from them, all you have to do is make your webinar valuable enough to justify it.
It’s a much more involved project, with a high bar for quality in every aspect, but if you make the presentation worth it for attendees, the effort will be worth it for you too.
Think about your most popular webinars.
How many people attended? Of those, how many converted – bought something from you or answered whatever call to action you offered?
Imagine these people paying a few hundred bucks for a more intensive lesson. If you’ve got the credibility, the audience, and the knowledge, you’re looking at thousands of dollars in revenue.
In this guide, I’ll walk you through some best practices and tools to make this a reality. Ready to learn how to host paid webinars that are worth the investment?
When to Host Paid Webinars
A paid webinar should not be your first webinar!
You can host paid webinars once you’ve established your authority, built an audience of people who trust you, and have deeper, investment-worthy knowledge to sell them.
💡Pro Tip: Even if you have an existing audience from other channels (your best-selling book, social media, that cult you founded in the desert one spring break), you should still run some free webinars for practice — because one of the requirements for a paid webinar is an extraordinarily smooth, polished presentation.
Here are some other factors to keep in mind when timing your paid webinars:
Audience Demographics & Time Zones
Catering to your audience’s time zones is crucial, especially if you have a global audience. Consider hosting multiple sessions or choosing a time that maximizes accessibility.
Industry Trends & Calendar Events
Scheduling your webinar around major industry events or calendar milestones can increase relevance and urgency. Avoid periods of high competition or audience unavailability, such as major holidays.
Analyzing Past Engagement Data
Look at your previous webinars or online events to identify patterns in attendance and engagement. Use this data to inform your scheduling decisions.
Your paid webinar can fall into a few different categories:
Single Paid Webinar
This is a one-time lesson for which people must pay at registration.
The replay should be available to all registrants for free, regardless of whether they attended in real time. The webinar should be at least a solid hour of instruction, not including banter and Q&A. The content should be dense and structured to give the most value in the shortest amount of time.
Series Webinar
Rather than trying to pack a decent entry fee’s worth of material into a single session, stretch the workshop out to accommodate the learning outcome. If it takes 4 hours of training to become proficient, host 4 hour-long sessions.
The other advantage of the series webinar is that you can package and sell it more creatively.
If each session can stand alone as a separate lesson, you can sell them individually.
For example, charging a lower price for the first session is a good way to lower the risk for nervous buyers; as long as that first session delivers, your attendees will be confident to buy the rest.
You can even offer a bulk discount for the remaining sessions.
Speaking of which, you can always sell a session “package” with a great discount for those who buy all the sessions at once — a classic way to create urgency and a sense of value.
Paid Replays
This is a clever twist I’ve seen several hosts use.
Rather than charging to register for the live webinar and including access to the replay, you make the live webinar free for all who attend in real-time. Then, you charge for access to the replay.
Mostly, this acts as a great attendance booster for the live webinar, but given the percentage of registrants who prefer replays, there’s revenue to be gained.
How to Choose Your Paid Webinar Topic
Once you’ve chosen the type, you need to figure out what this highly valuable webinar will be about.
The best move?
Use your free webinars to identify what skills your audience needs.
Say you’re teaching people how to get into the graphic design game. Over multiple free webinars, you ask what attendees’ greatest challenges are. Narrow the challenges down with polls and use your webinar platform’s Questions feature to compile FAQs.
“Not sure how to put together the best portfolio.”
“Have trouble using it.”
“Don’t know how to segment my contact list of potential clients.”
Categorize the pain points. Create a shorthand for each problem: Software. Email marketing. Portfolio. Populate your spreadsheet of poll responses, questions, and pain-point-identifying chat comments. See which one comes up the most.
From there, you can dig deeper. Get more granular and specific.
Suppose software comes up a lot. Create a separate list or column for which software products people struggle with. Which one comes up most often?
There’s your pay-worthy webinar.
The key is to consistently record, manage, and study your pain points over time across multiple free webinars and other interactions with your audience. You’ll know what you can teach people that’s worth their money.
How to Create a Paid Webinar
You’ve got your topic. Now, you’ve got to host a webinar that’s worth every cent.
Here’s how you can accomplish this:
Start with a learning outcome and work backward
Establish what I’ll call an AWBAT (Attendees Will Be Able To…).
You have to be able to finish the sentence, “By the time this webinar is over, my attendees will be able to…” install hair extensions, build a website on WP Engine, remodel their bathroom. Whatever.
Craft a structured lesson that gets them there, step by step
How to Create a Killer Webinar Outline | Day 12
💡Pro Tip: Remember: no one is paying for a lesson. They are paying for an ability.
Offer valuable content
Create valuable digital materials that your attendees can take with them: SOP (Standard Operating Procedure) documents with step-by-step instructions, infographics, e-books, or even video files.
Give your “students” whatever materials they need to replicate the success you’ve given them on the webinar over and over, and there will be no question as to the value of your webinar.
Leave (lots of) time for questions
Be sure to build time into your paid webinar to address every question that comes up, thoroughly. Typically, hosts reserve this part for the end, but on a paid webinar, you have to be prepared to spend as much time as necessary to make sure everyone leaves with their confusion resolved.
Consider getting others involved
One way to instantly multiply the value of any webinar is to add co-hosts and guests. Reach out to other experts in your field, and you’ll not only drastically increase the value to your audience but also add some of your collaborator’s audience to yours, and vice versa. Win-win-win.
What Should You Charge for a Paid Webinar
It’s time to decide on a price.
There are far too many variables regarding the lesson, the industry, and the length and scope of the webinar or series for me to give you a universal formula. That said, you should always abide by the following principles:
Don’t charge too little
Price projects value, and it will be hard to take you seriously if you’re charging too little. It’s been proven over and over again in business that perceived value has more to do with a purchase decision than raw price. Make sure your price sends the right message.
Calculate the monetary value of the skills
Calculate the potential value of the skill you’re imparting. Then, charge a fraction of that number. If SEO expertise will plausibly let people raise their freelance writing rates to $400 per blog post, then spending $200 to learn SEO is way, way worth it, for example.
Carry out a competitive Analysis
Research comparable prices for paid webinars and courses in your industry. You’re not necessarily trying to undercut (“Who can charge the least?” is a game no one wins), but get a baseline and go from there.
Set up tiered pricing models
Offer different pricing tiers with varying levels of access or bonuses, such as VIP Q&A sessions, additional resources, or one-on-one consultations.
Offer special offers and discounts
Early bird pricing, discounts for groups, or offers for your existing customers can incentivize early sign-ups and bulk registrations.
How to Promote Your Paid Webinar
Promoting your paid webinar effectively is crucial to attracting a targeted and engaged audience willing to invest in your content. A multi-channel promotion strategy, leveraging both digital marketing techniques and traditional outreach methods, can significantly increase your webinar’s visibility and attendance.
Here’s how to craft a compelling promotion campaign:
1. Develop a Comprehensive Marketing Plan
Start with a marketing plan that outlines your target audience, key messaging, promotional channels, and timeline.
This plan should detail how you will differentiate your webinar from competitors and highlight the unique value attendees will gain by participating. Understanding your audience’s preferences and behaviors will guide where and how you promote the webinar.
2. Leverage Social Media Platforms
Social media is a powerful tool for reaching potential attendees. Tailor your approach to each platform:
LinkedIn: Ideal for B2B webinars. Share thought leadership articles related to your webinar topic and engage in relevant groups.
Twitter: Use hashtags related to your webinar topic to join broader conversations and attract attendees interested in the subject matter.
Facebook and Instagram: Create engaging visuals and short videos highlighting key webinar details and benefits. Consider using paid advertising to target specific demographics.
3. Email Marketing Campaigns
Email remains one of the most effective ways to reach potential attendees. Segment your email list to tailor messages based on past engagement, interests, and behaviors. Start with an announcement email, followed by reminder emails as the webinar date approaches. Include compelling subject lines, a clear call-to-action, and the unique selling points of your webinar.
4. Strategic Partnerships and Influencer Collaborations
Partnering with industry influencers or organizations can amplify your reach. Look for partners who share a similar target audience but aren’t direct competitors. These partnerships could involve co-hosting the webinar, sharing promotional responsibilities, or featuring guest speakers who can draw their own followers.
5. Content Marketing & SEO
Create content that supports and promotes your webinar. Blog posts, infographics, and short videos can drive organic traffic to your webinar registration page. Optimize this content for search engines by targeting keywords related to your webinar topic. Additionally, guest posting on reputable industry blogs can extend your reach and lend credibility to your event.
6. Utilize Paid Advertising
Invest in paid advertising campaigns across Google AdWords, social media platforms, and relevant industry websites. Use targeted advertising to reach individuals who match your ideal attendee profile based on interests, job titles, industries, and online behaviors. A/B test to refine messaging and visuals for higher conversion rates.
7. Engagement and Teasers
Engage with your audience before the webinar through live Q&A sessions, polls, or teaser videos on social media. This not only builds anticipation but also allows you to gather input that can be used to tailor the webinar content to audience interests.
8. Offer Incentives
Incentives such as early bird pricing, exclusive bonuses for attendees (e.g., downloadable resources, one-on-one consultations), or discounts for groups can encourage registrations. Highlight these incentives in your promotional materials to add urgency and value to your offer.
Best Practices for Paid Webinars
Hosting paid webinars is an art and science that combines engaging content, flawless delivery, and technical excellence. As digital platforms become more accessible and audiences become more discerning, the quality of your webinar directly influences its success.
To stand out, it’s essential to follow best practices that not only enhance the experience for your attendees but also maximize the return on your investment.
1. Invest in the right equipment
For a paid webinar, the production value has to be far better than average. Paying customers need substance, of course, above all. But part of feeling like they got their money’s worth comes down to the packaging:
The perception of value partially depends on how everything looks and feels. In other words, your attendees did not pay to watch a fuzzy feed of you in your pj’s in front of a pile of laundry talking out of sync with the video. Poor audio and video quality can distract from the content and diminish the perceived value of your webinar.
2. Practice, practice, practice
Familiarity with your content and delivery platform reduces hiccups during the live session. Conduct dry runs of your webinar to refine your speaking points, transition smoothly between topics, and get comfortable with the webinar tools.
Rehearsal helps in managing time effectively and ensures that you cover all critical points without rushing.
How to Conduct a Webinar Dry Run
3. Offer exclusive content
Your paid webinar should offer something unique that can’t be found for free elsewhere. This could be advanced insights, in-depth analysis, or access to exclusive resources. Providing content that adds tangible value encourages sign-ups and leaves your audience feeling satisfied with their investment.
4. Monitor and Learn from Analytics
Use the analytics tools provided by your webinar platform to track attendance, engagement rates, and other key metrics. Analyzing this data helps you understand what worked well and what didn’t, providing valuable insights for future webinars.
5. Use the right tool
Use a webinar platform that includes direct payment processor integration with your registration form. Once you’ve gotten someone to the point of registration, the transaction needs to be as frictionless as possible.
Also consider factors like maximum attendee capacity, interaction features (polls, Q&A, chat), and integration capabilities with your existing tools (email marketing, CRM). The right platform enhances the attendee experience and supports your webinar goals.
Get a detailed comparison of the top 6 webinar software for hosting paid webinars below.
6 Best Platforms to Host Paid Webinars
Check out a detailed comparison of the top 6 webinar tools that have helped me launch successful paid webinars.
Best all-in-one webinar solution for coaches, teachers, trainers & consultants
I’ve found WebinarNinja to be a highly intuitive platform for creating and running webinars with ease. It supports live, automated, series, and hybrid webinars, making it a versatile solution to teach, grow sales, and improve marketing.
The platform integrates seamlessly with Stripe for effortless payment processing and provides robust analytics to track webinar performance. Its user-friendly interface ensures I can focus on delivering content without worrying about technical glitches.
The platform also offers powerful tools for engagement, like polls, surveys, and live Q&A sessions, enhancing the interactivity of each session. Plus, with its built-in marketing tools, promoting your webinars and tracking your success becomes a seamless experience.
What you’ll like:
Native Stripe integration to easily collect and process payment for your paid webinars
Ability to deliver live webinars, automated webinars, hybrid webinars, webinar series, and live or on-demand courses from the same platform
A range of customizable templates for registration and thank you pages
Webinar analytics to monitor attendee behavior, engagement levels, and overall success, enabling data-driven decisions
Automated email campaigns to attract and retain a larger audience
What you may not like:
While its web version is highly effective, having a mobile app would enhance accessibility and convenience.
Frequent updates, although useful for performance enhancement, require constant adaptation
GoTo Webinar is a promising solution for hosting impactful paid webinars, owing to its reliability and a suite of features designed to support webinars of all sizes.
Powerful analytics capabilities helped me optimize my webinar strategy. I could access comprehensive attendee reports that helped me find my best customers and identify the channels driving the maximum number of signups.
Plus, its capacity to handle large audiences without compromising on quality or performance is a major plus. The platform also excels in customization, allowing hosts to tailor their webinar experience to meet their specific needs.
What you’ll like:
Engagement dashboard to track real-time engagement levels for your webinar participants
Interactive tools like polls, surveys, and Q&A sessions to create a dynamic and participatory webinar environment
Comprehensive reporting and analytics for post-webinar insights
Pre-scheduled reminder emails reduce no-shows and increase attendance rates
Stripe integration for easy payment acceptance and processing
What you may not like:
The user interface could feel dated compared to newer platforms
Setup and customization can be complex for beginners
ON24 stands out for its focus on delivering a fully personalized webinar experience that can drive engagement and generate actionable insights.
Utilizing this platform, I’ve been able to create webinar experiences that not only educate but also deeply engage participants through interactive tools like polls, surveys, and Q&A sessions.
ON24’s analytics dashboard is particularly impressive, offering detailed visibility into metrics at the attendee, event, and channel levels. These actionable insights are invaluable for lead scoring and improving follow-up marketing efforts.
What you’ll like:
Audience segmentation to drive more personalized webinar experiences
AI-powered content repurposing of webinars into new ebooks, blogs, and video highlights
The ability to add unique content, messaging, and calls-to-actions for different audiences
Polls, surveys, live Q&A, and interactive whiteboards to keep your audience involved
Customizable branding options from the landing page to the presentation stage, ensuring a consistent brand experience
What you may not like:
Some users report a steep learning curve to fully utilize all features
Crowdcast has revolutionized how I connect with my audience, offering a straightforward and engaging platform for hosting paid webinars.
What sets Crowdcast apart is its emphasis on community building, making it a fantastic choice for those looking to foster a strong connection with their audience. Its simplicity doesn’t come at the expense of functionality; the platform boasts robust interaction features, such as real-time chat, polls, and the ability to invite attendees on screen.
I also liked that the tool lets you easily share your webinar on social media platforms, expanding your potential audience and encouraging social sharing.
What you’ll like:
Push notifications and emails for viewers that follow your channel
Strip integration with a variety of payment and registration models to suit your audience
Multi-session event capabilities within a single URL
Real-time analytics for quick insights and immediate adjustments to enhance participant engagement
One-click export of essential data like attendee emails, names, live conversions, poll answers, and CTA analytics
What you may not like:
Limited customization options for the webinar interface.
Some users find the analytics feature less comprehensive
WebinarJam helped me reach a wider audience and convert attendees into customers or followers through its high-converting landing pages and engagement tools.
What truly sets WebinarJam apart is its emphasis on conversion optimization, with features designed to guide attendees through the sales funnel, from registration to post-webinar follow-up.
Other than its built-in marketing tools to maximize attendee conversion, you will also benefit from the virtual assistant that automates agenda creation and simplifies your webinar planning process. I also liked the dynamic presentation capabilities with whiteboard and annotations.
What you’ll like:
High focus on conversion tools such as popup offers and landing pages
One-click signup buttons process increases conversion rates and attendee numbers
HD video broadcasting for a crisp, clear webinar experience
A lively and interactive environment with extensive chat functionalities, including private and public questions, allowing for real-time engagement
Flexible scheduling options, including just-in-time webinars
What you may not like:
Some users report occasional glitches with live broadcasts
Limited design customization for landing pages and emails
If you are looking to host fully-branded paid webinars, you can give Airmeet a shot. It goes beyond traditional webinars, offering features like virtual tables, networking lounges, and breakout sessions.
This platform is designed to mimic the experience of in-person events, making it ideal for larger conferences, workshops, and community meetups. The emphasis on networking and interaction sets Airmeet apart, providing attendees with valuable opportunities to connect and collaborate.
Branding features like white labeling, customizable themes, stage backdrops, landing page builder, and more further elevate the webinar design experience.
What you’ll like:
Perfect for hosting interactive sessions, fostering connections among participants
Unique virtual tables and networking spaces that simulate in-person events
Scalability from small workshops to large conferences, without sacrificing quality or participant engagement
High-quality video and immersive experience that keeps the audience engaged
Robust security features to protect your event and attendees
What you may not like:
Pricing may be prohibitive for smaller businesses or startups
Limited options for real-time technical support during events
Pricing:
Free for 50 attendees. Paid options start at $167/month.
Take the Next Step: Maximize the Post-Webinar Opportunity
When you give a valuable paid webinar that truly helps people, leaving them with a skill and the feeling that every dime they spent was beyond worth it, it’s time to capitalize. The revenue you make on a paid webinar isn’t the only value you get out of it! In other words, mine this thing for testimonials.
Don’t let the engagement end with the paid webinar. Extend the value by sending thank-you emails, offering additional resources, and soliciting feedback using a powerful tool like WebinarNinja.
Ask your attendees to keep in touch and follow up with them as they put your lesson into practice. This information is priceless. We’re in the social proof marketing era, so do not let user success go un-utilized.
Encourage attendees to share the results of your paid webinar. Then ask them to use it in your own marketing. Turn your customers into your sales team, and you’ll get a snowball of word-of-mouth rolling. It might just mean more to your business’ growth than the money you made in entry fees.
Want to host a webinar for free?
Use WebinarNinja to teach, improve marketing, and grow your sales.
Omar Zenhom founded WebinarNinja, an all-inclusive, easy-to-use webinar platform to teach, improve marketing, and grow sales. With over a decade of experience in entrepreneurship, Omar brings a wealth of practical insights into generating passive leads and sales with webinars. Omar and WebinarNinja have been featured in Inc, Forbes, Fast Company, Entrepreneur, and Product Hunt. He is also the host of the Best of iTunes podcast - The $100 MBA Show.
