In this blog post, let’s go through some effective ways in which you can use Linkedin to promote your webinar. It’s a wonderful platform to promote any virtual event for professionals, and if used correctly, it can bring you tons to registrations, and help you convert leads as well.
Narrowing Down Your Target Audience
Promoting your webinar is necessary, but for that, you need to be aware of your target audience and how exactly promote your event to them. There are several unique audience targeting tools available on Linkedin that can help you cater to the exact audience seek, which include job title, industry, location, and company size.
Defining Your Ideal Audience
- Industry: Figure out which industry will find your webinar the most relatable, so you can cater to audiences effectively. For example, a webinar on the latest trends of digital marketing will attract people from the marketing industry.
- Role/Job Title: Look onto the target group you want to attract, and check if they are freshers, or experienced professionals, and craft the messaging accordingly.
- Company Size: Also see what type of companies you are mostly targeting? Are they startups, or large corporations, or something else? This will have an impact on the content you’ll craft.
- Location: On LinkedIn, you can also target people from a particular area, which is significantly vital for region-specific events.
Using LinkedIn’s Advanced Targeting Features
LinkedIn allows you to target your audience by various attributes, such as:
- Job Function: Choose from a range of job functions (e.g., marketing, finance, IT).
- Seniority Level: Narrow down to executives, managers, or entry-level professionals, depending on your goals.
- Company Size: Target businesses of a specific size to ensure the webinar is relevant.
- Location: If you’re targeting audiences in the USA and Canada region, you can easily filter attendees accordingly.
By using LinkedIn’s segmentation features, you can ensure your webinar reaches the most relevant professionals, increasing the likelihood of high attendance and engagement.
Setting Up Your Webinar for Success
Now that you are aware of the target audience you want to cater to, let’s look at the other aspects that contribute to your webinar’s success.
Selecting the Right Time
Timing is a very important factor that determines your attendance rate. It is generally observed that Wednesdays and Thursdays, especially during the lunch hours, see maximum webinar attendance from working professionals. However timing varies depending upon the audience you want to target. Consider the different time zones of the world, while targeting your audience.
Send “Add to Calendar” Links and Automated Reminders
Sending out timely reminders about the webinar to your registrants is recommended, so they don’t forget about the event. Include an “Add to Calendar” link in your invites to improve attendance.
Triggering automated reminders 24 hours before the event, and another one for 30 minutes before the live session can make a big difference in boosting participation.
Promoting Your Webinar on LinkedIn: Organic Strategies
Now that you’re good to go with the webinar set up, it is time you promote it on Linkedin. Organic Linkedin promotions can help in creating a buzz around your event, and increasing brand awareness.
Creating Engaging Content for LinkedIn Posts
Promoting your webinar on LinkedIn starts with crafting impactful LinkedIn posts. You can talk about the upcoming webinar, and highlight the value that the event brings, while also addressing the audience’s pain points.
Sharing in LinkedIn Groups
Another effective way to market your webinar via LinkedIn is sharing the event on the LinkedIn Groups that are related to your industry. Only post about your event on the groups that can gain value from the webinar, and engagement will come up eventually, boosting registrations.
Encourage Organic Shares
Also encourage your registrants to spread the word on your webinar, with their own networks. The more the shares, the greater the organic reach of your webinar, eventually attracting diverse audiences.
Promoting Your Webinar on LinkedIn: Paid Strategies
Apart from organic promotion, you may also implement paid strategies, if your budget supports. Paid strategies can expand your reach, helping you attract a diverse audience for your event.
Using LinkedIn Sponsored Content
Sponsored content attracts a broader audience and the best part about LinkedIn’s Sponsored Content is that you can target your ads based on several factors, including the job titles, type of company, industry, etc that you wish to target.
LinkedIn Sponsored InMail
With the help of a LinkedIn Sponsored InMail, you can send out direct invitations to your target audience and even personalize the message. This personalized approach can result in higher registration rates for your virtual event.
Including lead gen forms with your InMail campaigns can streamline the registration process by pre-filling attendees’ information, making it easier for them to sign up for the event.
Tracking and Optimization
Linkedin also brings you robust analytics tools which can be helpful to understand how your promotional campaigns are performing. This includes the key metrics like clicks, impressions on the posts, conversions, etc.
Following Up After the Webinar
The work doesn’t stop once the webinar is over. Following up with the attendees as well as the no-shows is essential to maintaining engagement and converting leads.
- Send Out Thank-You Emails – Send a personalized thank-you email to attendees, expressing gratitude for their participation. Provide a link to the recorded version of the webinar so they can rewatch it, at their convenience.
- Engage Non-Attendees – For those who missed the event, send a “Sorry We Missed You” email, along with a link to the on-demand webinar recording. This allows them to benefit from the content, despite missing the live webinar.
- Repurpose Webinar Content – Don’t let your webinar content go to waste. Repurpose key insights, quotes, or clips into LinkedIn posts that can continue engaging your audience long after the live event.
Conclusion
Promoting a webinar on LinkedIn requires careful planning, strategic content creation, and a mix of organic and paid promotional tactics. By choosing the right format, targeting the right audience, and following up effectively after the event, you can increase attendance, foster meaningful connections, and drive business results.
By following these strategies, you can ensure your webinar gets the attention it deserves and delivers real value to your audience.
FAQs
The best time to host a webinar depends on your target audience. For professionals in the USA and Canada, Wednesdays and Thursdays around lunchtime (12 PM – 1 PM) tend to work well. However, it’s important to consider your specific audience and time zones when scheduling your event. You can also test different time slots to see what yields the highest engagement.
To effectively promote your webinar on LinkedIn, share teaser content such as blog posts, articles, or videos that highlight the key points or insights your webinar will cover. You can also post testimonials, case studies, or success stories from previous webinars to build trust and generate interest.
