# Webinar Promotion & Follow-Up Playbook

The runway and the follow-up are where webinars are won. This is the channel-by-channel cadence plus copy patterns. Adjust the timeline to your runway — compress proportionally if you have less than three weeks.

## Table of Contents
- [Promotion Timeline (3-Week Runway)](#promotion-timeline-3-week-runway)
- [Channel Playbook](#channel-playbook)
- [The Show-Up Sequence](#the-show-up-sequence)
- [The Follow-Up Sequence](#the-follow-up-sequence)
- [Copy Patterns](#copy-patterns)

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## Promotion Timeline (3-Week Runway)

| When | Action | Channel |
|------|--------|---------|
| Day -21 | Announce + open registration | Email (full list), landing page live |
| Day -21 → -1 | Always-on promotion | Paid social/search, organic social |
| Day -14 | Speaker/topic spotlight | Email (non-registrants), social |
| Day -10 | Partner/affiliate co-promotion | Partner emails, co-marketing |
| Day -7 | "1 week to go" + agenda reveal | Email (non-registrants), social |
| Day -3 | Social proof push (who's attending) | Social, email |
| Day -2 | Last-call to the list | Email (non-registrants) |
| Day -1 | Reminder to registrants begins | (see show-up sequence) |
| Day 0 | Live + "we're live" blast | Email + social |
| Day 0 → +7 | Recording + follow-up | Email (segmented), social clips |

Promote to non-registrants and registrants on **separate tracks** — never re-pitch registration to someone who already registered.

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## Channel Playbook

**Owned email** — your highest-converting channel. Segment: full list (announce), engaged non-registrants (repeat with new angle), customers (if relevant). 3-5 sends across the runway is normal, not spammy, when each has a fresh angle.

**Organic social** — speaker quote cards, a teaser clip, a "what you'll learn" carousel, countdown posts. The speaker/host resharing to their own network typically outperforms the brand account.

**Paid** — retargeting site visitors and lookalikes of your customer list converts best. Drive to the registration page, optimize for registrations, and cap frequency so you don't burn the audience before the event.

**Partners / co-marketing** — a partner with an overlapping audience is the fastest way to expand reach. Give them swipe copy and a tracked link.

**Sales outreach** — for pipeline-acceleration webinars, reps personally inviting their open opportunities drives the highest-quality attendance.

**Communities & newsletters** — relevant Slack/Discord communities and niche newsletters reach intent-rich audiences. Lead with value, follow community norms.

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## The Show-Up Sequence

Registration is a promise people forget. This sequence is the single biggest lever on attendance.

| Timing | Email | Job |
|--------|-------|-----|
| Immediately on register | Confirmation | Confirm + one-click calendar add + set expectations |
| Day -7 (if reg'd early) | Value reminder | Re-sell the takeaway; add a pre-event question/poll |
| Day -1 | "Tomorrow" | Time (their timezone), how to join, what to bring |
| Day 0, -1 hour | "Starting soon" | Highest-impact reminder; one-click join link |
| Day 0, live | "We're live" | Join now; mention the live-only incentive |

Rules:
- One-click calendar add in the confirmation is the highest-ROI single tactic for attendance.
- The 1-hour and live reminders drive the most show-ups — never skip them.
- Always restate the *live-only* reason (Q&A, bonus, build-along) in the final two reminders.

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## The Follow-Up Sequence

For most B2B webinars, follow-up converts more than the live event. Send the recording within 24 hours. Segment by behavior.

| Day | Segment | Message |
|-----|---------|---------|
| +0 (within 24h) | All attendees | Thank-you + recording + the one key takeaway + clear CTA |
| +0 (within 24h) | No-shows | "Sorry we missed you" + recording + same offer/CTA |
| +2 | Engaged with offer | Direct, personal nudge to the CTA + attendee-only bonus/deadline |
| +4 | Attended, no action | A second angle (case study, FAQ, objection handled) + CTA |
| +7 | Still unconverted | Last call on the attendee bonus; then move to standard nurture |

No-shows are frequently the **largest** convertible segment — treat them as warm, not lost.

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## Copy Patterns

**Registration headline** — outcome-first:
> ✅ "Build a 90-day pipeline plan you can run on Monday" 
> ❌ "Join our webinar on pipeline planning"

**Invite email opener** — lead with their problem and the takeaway, not the logistics:
> "If your pipeline reviews feel like guesswork, this session gives you a repeatable model. Live [date], you'll leave with the exact framework — and a template to run it."

**Live-only incentive line:**
> "Attend live for the Q&A and a copy of the planning template — it's not in the recording."

**No-show follow-up opener:**
> "Missed you yesterday — no worries, here's the full recording. The part most people flagged as useful starts around [timestamp]."

**Live-to-close transition:**
> "That's the framework — you can run it yourself from today. If you'd rather have us set it up with you, here's how that works…"
