What are the best practices for promoting webinars on social media?

1 Choose the right platforms

Not all social media platforms are created equal when it comes to promoting webinars. You need to consider where your target audience hangs out, what kind of content they consume, and how they interact with brands. For example, LinkedIn is a great place to reach professionals and decision-makers, while Instagram is more suited for visual and creative content. You also need to factor in the format and length of your webinars, and whether they are live or recorded. For live webinars, you might want to leverage platforms that support live streaming, such as Facebook, YouTube, or Twitter. For recorded webinars, you might want to use platforms that allow longer videos, such as Vimeo or IGTV.

2 Create a landing page

A landing page is a dedicated web page that provides more information about your webinar and encourages visitors to register. It should have a clear and compelling headline, a brief and benefits-oriented description, a prominent and easy-to-fill registration form, and a strong call to action. You can also include social proof, such as testimonials, ratings, or logos of previous attendees or partners. A landing page is essential for tracking and measuring the performance of your social media campaigns, and for capturing leads and email addresses for follow-up and remarketing.

3 Craft engaging posts

Your social media posts should entice your audience to click on your landing page and sign up for your webinar. They should highlight the value proposition, the main takeaways, and the speaker credentials of your webinar. They should also include an eye-catching image, video, or graphic that relates to your topic and brand. You can use tools like Canva, Lumen5, or Biteable to create engaging visuals for your posts. Moreover, you should use relevant hashtags, keywords, and tags to increase your visibility and reach on each platform. You can also experiment with different types of posts, such as polls, quizzes, stories, or live videos, to generate interest and interaction.

4 Schedule and optimize your posts

Timing is everything when it comes to promoting webinars on social media. You need to plan and schedule your posts ahead of time, and adjust them according to the best practices and algorithms of each platform. For example, you might want to post more frequently and closer to the event date on Twitter, while you might want to post less often and more strategically on Facebook. You can use tools like Buffer, Hootsuite, or CoSchedule to schedule and optimize your posts across different platforms. You should also monitor and analyze your posts' performance, and tweak them as needed to improve your results.

5 Encourage sharing and referrals

One of the most effective ways to promote your webinars on social media is to leverage the power of word-of-mouth and referrals. You can incentivize your existing and potential attendees to share your webinar with their networks, by offering them rewards, discounts, bonuses, or recognition. You can also partner with influencers, experts, or organizations that have a large and relevant following, and ask them to endorse or co-host your webinar. You can also create a hashtag or a challenge for your webinar, and invite your audience to participate and spread the word.

6 Follow up and repurpose your content

The promotion of your webinar doesn't end when the event is over. You need to follow up with your attendees and non-attendees, and provide them with valuable content and offers. You can send them a thank you email, a feedback survey, a recording or a transcript of the webinar, a summary or a slide deck of the key points, or a special offer or a call to action. You can also repurpose your webinar content into different formats, such as blog posts, podcasts, ebooks, infographics, or social media snippets, and share them on your platforms. This way, you can extend the life and reach of your webinar, and generate more leads and conversions.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?