Social Selling – How to Start and Use Webinars?

Do you ever wonder why some people manage to sell without pushy “product pushing,” while others, despite large advertising budgets, see no results? The secret lies in social selling – an approach that focuses on building relationships, trust, and natural interest in your offer. And webinars? They’re one of the most effective tools in this process!

Table of Contents

What is Social Selling?

Social selling is the art of building authentic relationships with potential customers who naturally transform into real buyers of your products or services. It’s not about “selling” in the traditional sense – it’s about sharing knowledge, helping solve problems, and building trust.

Unlike classic push sales, where you try to “push” your product onto the customer, social selling works on a pull principle – customers come to you themselves because they see value in what you offer.

Why Are Webinars Perfect for Social Selling?

Webinars are a unique format that perfectly fits the philosophy of social selling. Why? Because they allow you to:

Show expertise in practice – instead of saying you’re an expert, you can prove it during 60-90 minutes of valuable presentation. Participants see your knowledge and experience firsthand.

Build direct relationships – webinars enable real-time interaction. You can answer questions, respond to comments, and establish personal connections with participants.

Educate instead of sell – the best webinars focus on delivering value. When you first help people solve their problems, interest in your paid services becomes natural.

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First Step: Define Your Target Audience

Before you start organizing webinars, you need to thoroughly understand who you want to build relationships with. It can’t be “everyone” – the more precisely you define your target audience, the more effective your actions will be.

Ask yourself key questions:

What problems do your potential customers face?
Where do they look for solutions to their challenges?
What content interests them?
In what format do they prefer to consume knowledge?

Example? If you’re a digital marketing specialist for small businesses, your target audience might be local business owners who want to increase their online presence but don’t have the time or knowledge to do it themselves.

Webinar Strategies for Social Selling

1. Educational Webinars – Foundation of Trust Building

Educational webinars are the foundation of social selling. You focus exclusively on delivering value – solving participants’ problems, teaching specific skills, sharing knowledge and experience.

Topic examples:

“5 Most Common SME Accounting Mistakes and How to Avoid Them”
“How to Prepare Your Home for Winter – A Step-by-Step Guide”
“Instagram for Local Businesses – Proven Strategies for 2025”

The key to success is genuine educational value. Participants should leave your webinar with concrete tools and knowledge they can immediately apply in practice.

2. Demo Webinars – Show Your Product in Action

In demo webinars, you show your product or service in real action. This isn’t a sales presentation, but a practical demonstration of the value you deliver.

If you sell software, show a concrete case study – how your tool helped solve a real customer problem. If you offer consulting services, conduct a mini-analysis of one of the companies participating in the webinar.

3. Q&A Webinars – Direct Expert Contact

Question and answer sessions are an excellent way to build relationships with potential customers. Participants can ask questions about their specific problems, and you have the opportunity to show your expertise and approach to solving challenges.

Such webinars are worth organizing regularly – e.g., once a month – to build a steady community around your brand.

Effective Lead Generation Through Webinars

One of the biggest advantages of webinars in social selling is natural lead generation. People who register for your events already show interest in your topic.

Our record holder acquired 6,108 leads from a single webinar! But even if your events are smaller, systematic actions bring great results. Marketers organizing regular webinars average over 52 participants per event.

How to Use the Registration Page?

The registration page is your first tool for building relationships. Besides standard contact details, you can ask participants about:

Biggest challenges they face
Expectations for the webinar
Preferred contact method

This information will help personalize communication and better adapt webinar content to participants’ needs.

ClickMeeting as a Social Selling Tool

ClickMeeting offers all the features needed for effective social selling. Interactive tools like chat, Q&A sessions, polls and surveys enable two-way communication with participants. Breakout rooms allow organizing smaller discussion groups where you can build even closer relationships.

Recording functionality allows event monetization – recordings can be shared as additional materials or sold as on-demand courses. CRM integrations automate the lead nurturing process, and detailed reports show which participants are most engaged.

Particularly useful are automated webinars, which allow scaling activities – once recorded events can be run cyclically, acquiring new leads without requiring constant presence.

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Building Long-term Relationships

Social selling is a marathon, not a sprint. The key is consistency and patience. Not every participant in your first webinar will immediately become a customer – and that’s normal!

Post-webinar Follow-up Strategy

After each webinar, it’s worth:

Sending thanks to all participants
Sharing additional materials promised during the event
Offering individual consultations to the most engaged participants
Inviting them to join your community (Facebook group, newsletter)

Building Community Around Your Brand

Regularly organized webinars allow building a permanent community around your brand. People begin to perceive the organizer as a go-to expert in their field. Example? Training Center Verte, through their “HR Wednesdays” cycle, generated over 30,000 leads and built a strong position in the HR industry.

Measuring Social Selling Results

Social selling requires patience, but the effects are measurable. It’s worth tracking:

Number of webinar registrations
Engagement level during events
Conversion rate from participants to leads
Conversion rate from leads to customers
Long-term relationship value (Customer Lifetime Value)

Research shows that 20-40% of webinar participants convert into qualified leads. That’s significantly more than traditional marketing forms!

Common Social Selling Mistakes

1. Moving to Sales Too Quickly

The biggest mistake is trying to sell during the first contact. Social selling requires building trust – and that takes time.

2. Lack of Regularity

Sporadic webinars won’t build strong relationships. Consistency is crucial – it’s better to organize shorter events regularly than long ones sporadically.

3. Focusing on Yourself Instead of the Customer

The best webinars focus on participants’ problems and needs, not on praising your company or products.

The Future of Social Selling

Social selling isn’t a trend, but a permanent change in the way business is conducted. Consumers increasingly consciously choose brands they trust and have authentic relationships with.

Webinars perfectly fit this trend – they allow building these relationships in a scalable way. Over 45% of internet users declare willingness to pay for access to specialized knowledge delivered through webinars or online courses.