How to Create a Webinar and Boost Your Marketing Strategy

March 19, 2024


The Normandy Team
How to Create a Webinar and Boost Your Marketing Strategy

Independent insurance agents constantly seek innovative ways to stand out in a competitive industry where marketing is vital to their business's success. One highly effective method that has gained significant traction is hosting webinars. These events provide a platform for agents to showcase their expertise, engage with potential clients, and boost their marketing strategy. Let's discuss the steps of creating a successful webinar and how it can benefit independent insurance agents.

Normandy Insurance Company offers same-day quoting, dedicated underwriters, and free marketing materials to its agents. To join the Normandy family and take advantage of these benefits, visit

Why Webinars?

These events have become a powerful tool for insurance agents. They allow agents to showcase their expertise by addressing common concerns, explaining complex policies, and providing valuable insights.  

Webinars are interactive platforms that allow agents to engage with their audience through live Q&A sessions, polls, and discussions, fostering a sense of community and connection. Additionally, they serve as lead generation tools, as attendees are often required to register with their contact information, providing agents with a pool of potential leads interested in their services. 

Most importantly, by hosting these informative events, agents can build trust with potential clients. Offering free, valuable information helps agents showcase their credibility and commitment to assisting clients in making informed decisions. Learn more about the importance of building trust through marketing here!

Now that we understand webinars' benefits, let's explore the step-by-step process of creating and executing a successful event.

Define Your Goals and Audience

The first step in creating a big event like this is to define your goals and identify your target audience. Write a list of the clients you have or want or the industries that need the insurance you're selling to find your audience. Next, determine what you aim to achieve through the webinar—educating potential clients about specific insurance products, addressing concerns, or brand awareness. Consider common misconceptions or questions you are asked by clients to decide on a topic. Understanding your audience's demographics, interests, and pain points will help you tailor your content to resonate with them effectively.

Choose a Topic and Format

Select a compelling topic that aligns with your audience's interests and addresses their needs. Consider issues such as "Navigating Workers Comp Insurance Options for Small Businesses" or "Understanding Cybersecurity Insurance for Healthcare Providers." Select a format that suits your content, such as a presentation, panel discussion with industry experts, or a live Q&A session. The topic and format should cater to your target audience and accomplish the goal you have set.

Plan and Create Content

Outline the structure of your event based on the content and format that achieves your goal, including key talking points, visuals, and interactive elements. Create engaging slides or visuals to accompany your presentation and enhance audience understanding. Incorporate storytelling and real-life examples to make the content relatable and memorable. Information should be displayed clearly and straightforwardly in your visuals, and you should discuss the points more in-depth. 

Choose a Platform

Select a reliable platform with registration management, live streaming, audience engagement tools, and analytics. Popular webinar platforms include Zoom, GoToWebinar, WebEx, and Livestorm. Ensure the chosen platform aligns with your technical requirements and provides a seamless user experience for attendees. Consider a platform that enables you to collect viewers' contact information to market to them further. 

Promote Your Event

Promote your event well before the event through various channels to maximize attendance. Leverage social media platforms, email newsletters, your website, and industry forums to reach your target audience. Ensure that your audience is quickly and efficiently directed to sign up. The promotional materials could be anything from simple graphics to teaser videos and blog posts to generate interest and encourage registrations.

Rehearse and Test Technology

Rehearse your content in your chosen format to ensure smooth delivery and to familiarize yourself with the webinar platform's features. Conduct technical tests prior to the event to check audio, video, and internet connectivity to avoid any last-minute glitches during the live session. Prepare a few backup plans in case of technical issues. 

Host the Event

On the day of the event, arrive early to set up your equipment, greet attendees, and address any technical issues. Start the presentation on time and begin with a brief introduction to set the tone. Deliver your content engagingly, encourage audience participation through polls and Q&A sessions, and conclude with a strong call to action, such as scheduling a consultation or downloading a guide.

Follow-Up and Nurture Leads

After the event, follow up with attendees by sending thank-you emails, sharing the recordings or resources, and inviting them to connect on social media or schedule personalized consultations. Continue to nurture leads through targeted content, newsletters, and ongoing communication to build lasting relationships and convert leads into clients. Keeping up with participants is essential to keep them loyal and engaged, and continuing to offer content to pursue the goals established during the preparation for this event ensures that you can continue to take advantage of this hard work. 

Benefits of Hosting Big Events for Independent Insurance Agents

Hosting informational events like webinars offers numerous benefits for independent insurance agents looking to bolster their marketing strategy:

  1. Establish Authority: Events position agents as industry experts, enhancing their credibility and authority in the eyes of potential clients.
  2. Expand Reach: Events allow agents to reach a broader audience beyond their local market, attracting potential clients from different regions.
  3. Build Relationships: Engaging with attendees during webinars helps build meaningful relationships, leading to increased trust and client loyalty.
  4. Generate Leads: Webinars serve as lead generation tools, capturing valuable contact information from interested prospects for future follow-up and conversions.
  5. Educate and Inform: Webinars educate clients about complex insurance topics, empowering them to make informed decisions and choose the right insurance solutions.

Creating and hosting webinars can significantly enhance the marketing strategy of independent insurance agents by showcasing expertise, building trust, engaging audiences, generating leads, and ultimately driving business growth. By following the steps outlined above and leveraging the benefits of these events, agents can differentiate themselves in a competitive market and establish long-term success.

Normandy Insurance Company wants to see our agents succeed, so we continue to offer free blogs tailored to insurance agents to educate them on marketing their business. Visit to read more blogs, and consider joining us as an agent by visiting

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