Webinars: a Powerful Tool for Authors to Grow, Connect, and Shine
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If you’re an author, you’ve probably spent countless hours thinking about how to get your book into the hands of more readers. You may have tried book signings, social media campaigns, guest blog posts, or podcast interviews. Each of those strategies has its place, but there’s one tactic many authors overlook that can dramatically expand reach and deepen engagement: the webinar.
At first glance, a webinar might sound like something reserved for corporate trainers or tech startups. But in reality, webinars are a perfect fit for authors — especially nonfiction experts who want to share knowledge, offer actionable coaching, and create lasting impact by building long-term relationships.
Done well, a webinar gives you a live stage to connect with readers worldwide, show your personality, and even generate book sales and other business/speaking opportunities.
We’ll explore why webinars are such a powerful medium for authors, how they enhance other promotional strategies, and practical steps you can take to create one that works for you. Think of webinars as a roadmap to using virtual events as part of your author brand.
Why Webinars Work So Well for Authors
At their core, webinars are about connection. They create a bridge between you and your readers — whether those readers are lifelong fans, people discovering you for the first time, or industry colleagues who can help expand your influence. Unlike a social media post, a webinar asks people to show up, pay attention, and participate.
Here are some unique advantages:
Direct interaction. You’re not just broadcasting; you’re conversing. Attendees can ask questions, respond to polls, network with other attendees, and feel like they’re part of the conversation.
Credibility boost. Leading a webinar positions you as someone worth learning from. For nonfiction authors in particular, this can establish you as a go-to voice in your field.
Global reach. Webinars aren’t limited by geography. People in Sydney, Toronto, and New York can all tune in to your event.
Versatility. A webinar can be tailored to your goals — whether that’s launching and celebrating a new book, disseminating information, or building connections (and your email list).
Feedback. Since webinars are interactive, you can hear fresh questions and perspectives that will spark future content ideas for you. It’s always interesting to hear how others are interpreting your work and the unique ways they are finding significance.
Long-term value. Unlike an in-person event, webinars can be recorded and repurposed as content for you to share later.
What Authors Can Do with Webinars
So how exactly can you use a webinar as an author? Here are some ideas that have worked for writers across genres:
Host a Virtual Book Launch
Instead of (or in addition to) a bookstore or library venue, you can celebrate your release with a live online party. Share a reading, answer questions, and give attendees a sense of being part of something special.
Run a Workshop or Masterclass
If your book covers a topic like leadership, wellness, finance, or creativity (the list is endless!), pick a specific skill, takeaway, or insights to share in your webinar. For example, if your book is helping readers with career skills, examples of webinar topics may be: using LinkedIn to get your next job, what résumés should include (and not include) today, networking tips for college grads, etc. Offering practical takeaways not only helps your audience but also reinforces your authority as an expert.Offer Behind-the-Scenes Insights
Audiences love to peek behind the curtain. For a fiction project, you might walk them through your research process, talk about how you developed characters, or explain the big idea that drove you to write your book.
Create a Q&A Session
This is one of the simplest yet most effective formats. Invite people to ask you anything about your work, your journey, or your industry. It humanizes you and makes attendees feel heard.
Collaborate with Other Authors or Experts
Panel-style webinars with multiple voices can draw bigger audiences and create dynamic discussions. They’re also a great way to cross-pollinate fan bases.
Keys to Making Your Webinar Effective
A successful webinar doesn’t happen by accident. Here are five essentials to plan for success:
Define Your Purpose
Ask yourself: what do I want people to walk away with? Do you want them to feel inspired to buy your book, join your newsletter, hire you as a speaker, or simply know you better? Your answer will shape your content.
Craft Engaging Content
Keep your material focused and valuable. Teach something, share a unique perspective, or tell stories that bring your book to life. Attention spans online can be short, so build in variety — slides, Q&A breaks, polls, or even short readings. To keep the momentum flowing, have a partner participating who is moderating questions, interacting with audiences while you are talking, and helping you keep tech issues to a minimum.Practice Before You Go Live
Just like you wouldn’t go on stage without rehearsal, don’t wing a webinar. Do a test run with the technology, make sure your lighting, background (have your book displayed!), clothing, and microphone are good to go, and walk through your presentation at least once.
Promote Effectively
People won’t come if they don’t know about it. Spread the word through your newsletter, social channels, website, and personal outreach. Make registration easy, and consider offering an incentive like a free resource or giveaway for signing up.
Follow Up Afterward
Don’t let the conversation end when the webinar does. Send a thank-you email with a replay webinar link, additional resources, and a clear next step (such as buying your book or joining your mailing list).
Overcoming Common Fears
Many authors hesitate to host webinars because they worry about the technology, the turnout, or their own performance. Here are some reassuring truths:
You don’t need to be a tech wizard. Platforms like Zoom or StreamYard are user-friendly and built for this.
Even a small audience matters. Ten engaged attendees can be more valuable than a hundred passive viewers. Those ten might become loyal fans, reviewers, or clients.
It gets easier with practice. Your first webinar might feel nerve-racking, but like public speaking, it becomes more natural the more you do it.
Remember: attendees don’t expect perfection. They want authenticity, energy, and value.
Turning Webinars into Long-Term Assets
Here’s the real secret: the live event is just the beginning. Your webinar can be repurposed into multiple forms of content that extend its life:
Recording for YouTube or your website
Clips for social media
Audio snippets for a podcast
Transcript turned into blog posts or articles
Slide deck shared on LinkedIn or SlideShare
This means one webinar can feed your content strategy for months while continuing to attract new readers and audiences.
Getting Started: Your First Webinar
If you’ve never hosted one before, here’s a simple roadmap to launching your first webinar:
Pick a simple format. A Q&A or short presentation is a great way to start.
Choose a platform you’re comfortable with. Zoom is the most common, make sure you have the right Zoom subscription for the number of attendees.
Set a realistic goal. Don’t worry about hundreds of attendees. Focus on quality engagement.
Promote early. Give people at least two weeks’ notice, with reminders leading up to the event.
Practice, then go live. Deliver with warmth, authenticity, and enthusiasm.
Afterward, review what worked, what didn’t, and how you can improve for next time.
Final Thoughts
As an author, your job doesn’t stop at writing the book. Building an audience and nurturing connections is just as important if you want your work to be read and remembered. Webinars give you a powerful way to do both.
They let you reach across continents, bring your personality to life, and show readers why your voice matters. They’re flexible, cost-effective, and even inspiring once you get the hang of them.
Whether you’re launching your very first book or looking to expand your platform as a seasoned expert, a webinar is a tactic that opens new doors — for your book, your brand, and your future opportunities.
So go ahead: outline that first session, set a date, and invite your readers in. The stage is yours, and your audience is waiting.
Sandra (Sandy) Poirier Smith is the CEO of Smith Publicity, Inc., dedicated to helping authors and experts create awareness about their books, ideas, and brand through media coverage. Smith Publicity has promoted thousands of projects since 1997 — from household brand New York Times bestsellers to debut authors. Sandy works with clients to design and execute creative and highly tailored book promotion strategies, and her passion is working with business authors. She regularly writes about and speaks at book industry events on the topic of book marketing and author/expert promotion. She earned a BS in Art and an MBA from Northeastern University. She lives in Bucks County, PA, with her husband, four children, two cats, twenty-five chickens, and a variety of reptiles. Connect with Sandy on LinkedIn; sign up for Smith Publicity’s newsletter here.
