Picture this: You’re running your business solo, juggling marketing, sales, and admin. You’ve heard webinars are great for generating leads, but the thought of doing everything feels overwhelming. Then, you attend a webinar co-hosted by an industry expert. It’s engaging, packed with value, and leaves you thinking, “How did they manage that?” The secret? They didn’t do it alone.
Collaborating with guest experts can elevate your webinars. It’s an approach that saves time, boosts credibility, and helps you connect with a larger audience—even if you’re doing it all yourself.
In this article, you will discover:
- How guest experts amplify your webinar’s value and audience appeal.
- Tactics to find and convince the right expert to join you.
- Steps to host a high-impact webinar, even as a small business owner.
Ready to see how expert collaboration can simplify your next webinar? Let’s get started.
Why Guest Experts Make Your Webinar Stand Out
Hosting a webinar on your own can feel daunting. You’re expected to be an educator, entertainer, and tech wizard all at once. Bringing in a guest expert changes the game. They add credibility, lighten the load, and attract more attendees. Here’s why guest experts are worth the effort—and how they can work for you.
They Boost Your Credibility Instantly
People trust experts. A well-known name or someone with visible expertise signals quality. Even if you’re not a household name, partnering with someone who is can elevate your brand.
Example:
Imagine you own a small bookkeeping service. Hosting a webinar with a tax expert reassures potential clients you’ve got the best advice available. It’s like borrowing their reputation to enhance your own.
Action Tip:
Look for experts who are respected by your audience but not unreachable. A local author, a niche influencer, or even a knowledgeable supplier can be perfect.
They Bring Their Own Audience
Guest experts don’t just bring knowledge; they bring followers. They’re likely to promote the webinar to their network, exposing your brand to new potential customers.
Example:
A freelance graphic designer could team up with a copywriter to host a webinar on creating high-converting landing pages. The copywriter shares the event with their audience, expanding reach without extra effort.
Action Tip:
When inviting a guest, offer mutual benefits. Pitch the webinar as a chance to promote their services too. Provide an easy-to-share promotional kit with graphics and sample posts for their audience.
They Add Unique Insights
Your audience wants actionable advice, not fluff. A guest expert adds depth to your content and fresh perspectives you might lack.
Example:
If you’re a fitness coach, teaming up with a nutritionist adds practical value. You could cover workouts while they explain diet plans, making your webinar richer and more helpful.
Action Tip:
Pick an expert who complements your knowledge. Ask what practical tips they’ll share so your webinar delivers maximum value.
How to Choose the Right Guest Expert For Your Webinar
Not every expert is a good fit. Here’s how to find someone who aligns with your goals:
- Relevance Matters
Pick someone whose expertise fits your topic. A social media marketer fits a webinar on Instagram strategies better than a general business coach. - Audience Alignment
Ensure their followers match your target audience. Their fans should benefit from your products or services. - Personality Counts
People engage with presenters who are relatable and clear. Avoid experts who are overly technical or disengaged.
Action Tip:
Use LinkedIn or local networking groups to spot potential experts. Start with people you’ve interacted with before—they’re more likely to say yes.
Guest experts aren’t just a nice-to-have—they’re a multiplier for your webinar’s success. They make your event credible, engaging, and far-reaching.
How to Approach and Secure a Guest Expert
Reaching out to guest experts can feel intimidating, especially if you’re a small business. The good news? Experts love opportunities to share their knowledge and grow their visibility. The key is to make it easy for them to say yes. Here’s how.
Start With a Personal Connection
Cold emails work occasionally, but a warm introduction is far more effective. If you know someone who can introduce you, start there. People are more likely to collaborate when there’s a mutual contact.
Example:
If you’re a social media consultant, ask a former client to introduce you to their favourite copywriter. You’ll instantly be seen as credible because of the shared connection.
Action Tip:
No mutual contact? Engage with their content online. Comment on LinkedIn posts or share their articles. Build familiarity before asking. If you have the budget to be a client of the person you are inviting, you might find the chances of a yes increase.
Craft a Clear, Attractive Invitation
Your invitation must highlight what’s in it for them. Guest experts are busy, so make the benefits obvious. A larger audience? Brand exposure? Positioning as a thought leader? Be specific.
Example Email Template:
“Hi [Name],
I admire your expertise in [specific topic]. I’m hosting a webinar on [subject] and believe your insights would add huge value.
Here’s why I’d love to collaborate:
- You’ll gain exposure to [specific audience].
- I’ll promote your services/products during the event.
- We can repurpose the content to benefit us both.
The webinar is [date and time], and I’d handle all logistics. Would you be interested?”
Action Tip:
Be brief and focused. Include the key details: topic, audience, time commitment, and benefits.
Offer Something in Return
Experts aren’t volunteering for fun—they need a reason to say yes. Offer incentives that make sense for your budget and their needs.
Examples of Incentives:
- Promote their business during the webinar.
- Share attendee contact lists (with consent).
- Co-create content, such as a blog or eBook, for mutual promotion.
Action Tip:
Monetary payment isn’t always necessary, but it can help. Even a small fee shows you value their time. I've guested on webinars for charitable donations, and for causes that I support.
Make It Easy for Them to Participate
The less effort required, the better. Handle the tech setup, create an agenda, and prepare promotional materials. Your expert should only need to show up and share their knowledge.
Example:
If you’re hosting a webinar on productivity, prepare a simple slide deck. Include prompts for your guest, like “What’s your top tip for managing distractions?” This keeps things smooth and stress-free.
Action Tip:
Schedule a short prep call. Use it to confirm their role and answer questions.
Follow Up Without Nagging
People get busy. If you don’t hear back, follow up politely. Assume they’ve missed your email rather than ignoring you.
Example Follow-Up Email:
“Hi [Name],
Just checking if you saw my earlier message. I’d love to collaborate with you on [webinar topic]. Let me know if you have any questions—I’d be happy to adjust to your schedule.”
Action Tip:
Wait 3–5 days between follow-ups. After two attempts, move on.
Securing a guest expert doesn’t require flashy credentials or a big budget. It’s about showing respect, offering value, and making participation effortless.
Collaborating with Guest Experts: Before, During, and After the Webinar
Securing a guest expert is only the first step. To make the most of the collaboration, you need a clear plan to work together effectively. This means aligning expectations, running the event smoothly, and leveraging the webinar’s success after it’s over.
Before the Webinar: Preparation is Key
Proper preparation sets the tone for a successful collaboration. Don’t leave anything to chance—clarity and communication are your best allies.
Align on Expectations and Roles
Discuss the webinar’s structure, key topics, and each person’s role. This avoids misunderstandings and ensures your expert feels prepared.
Example:
If you’re hosting a webinar about email marketing, clarify who covers what. You might discuss writing subject lines while the guest focuses on automation tips.
Action Tip:
Create a shared agenda. Include time slots for each segment, like introductions, key points, and Q&A.
Make it Easy for Them to Promote the Webinar
Guest experts bring value, but they also bring an audience. Help them spread the word by providing ready-to-use promotional materials.
Example:
Send your guest expert a media kit with:
- Pre-written social media posts.
- Graphics sized for Instagram, LinkedIn, and Twitter.
- A registration link and event details.
Action Tip:
Ask them to post at least twice: one announcement and one reminder. The more influential, the less likely they are to promote. If the guest expert isn't being paid, then they may not promote at all.
Test the Tech Together
Technical issues ruin webinars. A quick run-through prevents embarrassment and keeps the event professional.
Example:
Schedule a 15-minute tech check. Test video quality, audio, slides, and any interactive tools like polls or Q&A platforms.
Action Tip:
Use reliable webinar platforms like Zoom, Microsoft Teams, or WebinarKit. Keep a backup plan—such as recording the session offline—just in case.
During the Webinar: Keep Things Engaging
Live events come with their own challenges. Your job is to keep the audience engaged and make the expert shine.
Make Introductions Personal
Start by introducing your guest with a warm, personal touch. Share their credentials but also something relatable. “Today’s guest is [Name], a top digital marketing expert. Fun fact: They doubled their business during the pandemic by mastering email automation!”
Action Tip:
Practise your introduction to ensure it’s short but memorable.
Encourage Interaction
The audience isn’t there to watch a lecture. Involve them with questions, polls, and opportunities to engage.
Example:
If your guest discusses productivity tools, ask the audience: “Which tool do you currently use?” Use their answers to shape the discussion.
Action Tip:
Prep your expert with potential audience questions. This ensures smooth responses during the live Q&A.
Guide the Conversation
As the host, keep things flowing. If your guest goes off track, politely steer them back. If your expert drifts into unrelated topics, say: “Great insight! Let’s return to [key topic] so we stay on schedule.”
Action Tip:
Use clear hand signals or a private chat feature to communicate discreetly during the event.
After the Webinar: Maximise Its Impact
Once the live event ends, there’s more work to do. Follow-up activities extend the webinar’s value and build lasting relationships.
Repurpose the Content
Turn the webinar into evergreen content. This keeps your effort working for you long after the event.
Example:
- Upload the recording to YouTube or your website.
- Create short clips for social media.
- Write a blog post summarising key points.
Action Tip:
Ask your guest expert to share the repurposed content too. This ensures their audience stays engaged.
Thank the Guest Expert
Appreciation goes a long way in building partnerships. Send a thank-you note and, if possible, a small gift. I spoke on a webinar, and a couple of days later a gorgeous scarf (I love scarves) and a box of chocs arrived in the mail. It was unexpected, touching and I still remember the webinar host fondly. I've even referred business to them.
Email:
“Thank you for making the webinar such a success. Your insights were fantastic, and we’ve already received great feedback. Let’s collaborate again soon!”
Action Tip:
Mention specific ways the expert added value. People love knowing they made an impact.
Gather Feedback
Ask attendees for their thoughts on the webinar. Use this to improve future events.
Example:
Send a quick survey:
- “What did you enjoy most?”
- “What could we improve?”
- “Would you attend another webinar with us?”
Action Tip:
Share positive feedback with your guest expert. It reinforces their value and keeps the partnership strong.
Effective collaboration makes your webinar not only valuable but memorable.
Maximising the Impact of Your Webinar After It’s Over
Your webinar doesn’t end when the live session does. In fact, the post-webinar phase is where the real value lies. By repurposing content, analysing performance, and engaging with attendees, you can extend the impact of your efforts. Here’s how to make the most of your webinar once it’s wrapped up.
Repurpose the Webinar Into New Content
A single webinar can fuel weeks of content across platforms. Repurposing saves you time while keeping your audience engaged with fresh formats.
Examples of Repurposed Content:
- Blog posts: Turn key insights into a detailed article.
- Social media snippets: Share short video clips on Instagram, LinkedIn, or Twitter.
- Infographics: Highlight key statistics or strategies discussed during the session.
- Podcast episodes: Extract the audio and share it as a podcast.
Action Tip:
If you recorded the session, edit it into shorter segments. Tools like Descript make this process simple, even for beginners.
Share the Replay Widely
Not everyone can attend live. Sharing the replay ensures those who missed it still benefit. It’s also an opportunity to capture new leads.Send an email to your list with a link to the recording. Include a clear call-to-action like, “Watch the replay now and learn [specific benefit].”
Action Tip:
Host the replay on a dedicated landing page. Include a sign-up form to collect new leads. Platforms like Vimeo or YouTube are easy and cost-effective options.
Engage With Your Attendees
Following up with attendees keeps the conversation alive and builds relationships. Show appreciation for their time and provide additional value.
Examples of Follow-Up Actions:
- Personalised emails: Thank attendees and summarise the webinar’s key points.
- Q&A responses: If some questions weren’t answered live, address them via email or social media.
- Feedback requests: Ask attendees what they liked and how you could improve.
Action Tip:
Send a post-webinar survey. Tools like Typeform or Google Forms make it easy. Keep it short—two or three questions are enough.
Analyse the Results
Review your webinar’s performance to identify what worked and what didn’t. This data helps you improve future events and measure your return on investment.
Key Metrics to Analyse:
- Attendance rate: How many registrants actually attended?
- Engagement rate: How actively did attendees participate (e.g., polls, chat)?
- Conversion rate: Did the webinar lead to sales or sign-ups?
If your webinar on digital marketing had 100 registrants but only 30 attendees, consider tweaking your timing or reminders for the next session.
Action Tip:
Use built-in analytics from platforms like Zoom or Webex. Export the data to spot trends and refine your strategy.
Build on the Momentum
Your webinar should be a stepping stone, not a standalone event. Use its success to set the stage for your next project.
Examples:
- Plan a follow-up webinar based on attendee feedback.
- Create a series of webinars on related topics.
- Use insights gained to launch a product or service tied to the content.
Action Tip:
Send a teaser for your next event in the post-webinar email. Keep the excitement going and give people a reason to stay engaged.
Maximising a webinar’s impact requires a mix of creativity and strategy. You can extend its value far beyond the live event by repurposing content, engaging attendees, and analysing results.
Building Long-Term Relationships With Guest Experts
Your collaboration with a guest expert doesn’t have to end once the webinar wraps up. In fact, maintaining a connection with them can lead to ongoing opportunities that benefit both parties. Long-term relationships with experts help build credibility, expand your network, and create potential for future partnerships. Here’s how to make it happen.
Express Gratitude Publicly and Privately
Thanking your guest expert shows appreciation and leaves a positive impression. A small gesture can go a long way in strengthening professional bonds.
Send a personalised thank-you email highlighting their contributions. Publicly acknowledge their role by tagging them in a LinkedIn post or tweet praising their insights.
Action Tip:
Include testimonials from attendees in your thank-you message. Phrases like, “Our audience loved your advice on [topic],” show their impact. For one guest expert I turned all the positive feedback into branded social media content and they were thrilled.
Share Success Metrics With Them
Experts appreciate knowing their time was well-spent. Sharing webinar performance stats demonstrates the value of their involvement and keeps the relationship warm.
Email them metrics such as, “Your session had a 90% engagement rate and led to 50 new sign-ups.”
Action Tip:
Pair metrics with future collaboration ideas. For example, “Given the success of this webinar, we’d love to explore a follow-up session.”
Explore Future Collaboration Opportunities
Once the dust settles, discuss how you can work together again. This could be another webinar, a co-branded guide, or a joint project. Building on your initial success is easier than starting fresh with someone new.
If your webinar was on SEO basics, suggest hosting an advanced session. Position it as an opportunity to dive deeper into a topic your audience clearly values.
Action Tip:
Follow up with a specific proposal. Avoid vague ideas and offer concrete details, such as timelines, topics, and mutual benefits.
Connect on Multiple Platforms
Stay connected beyond email by engaging on social media and professional networks. Regular interaction keeps you on their radar and builds rapport. Comment on their LinkedIn posts or share their content with your followers. This small act keeps the relationship active and positions you as a supportive peer.
Action Tip:
Set a reminder to check in periodically. A quick, “I saw your article on [topic], great insights!” can reignite conversations naturally.
Turn Them Into Advocates
A positive experience can transform your guest expert into a long-term advocate for your business. They might refer you to others, promote your services, or even suggest collaborations themselves.
If they enjoyed working with you, they may recommend you to colleagues for future partnerships. Referrals like these can open doors you didn’t know existed.
Action Tip:
Provide value back. Share their content, recommend their services, or refer clients to them. Reciprocity strengthens professional relationships.
Building relationships with guest experts isn’t just smart—it’s essential for growth. Treat every collaboration as the start of something bigger. With thoughtful follow-up and consistent engagement, you’ll gain trusted allies who elevate your brand and expand your reach.
Transform Your Webinars with Expert Collaboration
Creating a high-value webinar doesn’t have to feel overwhelming, even if you’re a small business owner juggling everything yourself. By partnering with guest experts, you can elevate your content, attract new audiences, and build lasting professional relationships—all while lightening the workload.
Let’s recap the key takeaways:
- Guest experts amplify your credibility and broaden your reach effortlessly.
- A well-planned approach secures collaboration while respecting everyone’s time.
- Strategic follow-up and relationship-building lead to long-term opportunities.
Collaboration isn’t just a strategy—it’s a catalyst for growth. Whether repurposing webinar content, tapping into an expert’s network, or planning your next joint project, the possibilities are endless.
If you’re ready to keep building on this momentum, explore our guide to advanced webinar marketing strategies. Learn how to attract larger audiences, boost engagement, and maximise ROI with simple, actionable steps.
Your next high-impact webinar is closer than you think—start planning it today.
Sarah x
