Before giving you all the secrets of the webinar as well as the trends of the moment, here is a small definition: a webinar is quite simply a conference or a presentation broadcast live on the Internet.
This type of content allows a business or professional to share information with their audience in real time. An audience that can react live by asking questions, discussing, etc. The wonders of the web!
As part of a content marketing strategy, webinars quickly became a means of sharing know-how and establishing itself as an important player in its industry.
Of course, for a webinar to be successful, it must be promoted, especially on social networks.
Because of its “professional” nature, it is often on LinkedIn that the authors of webinars choose to broadcast and promote them.
If this is your goal, we present to you without further ado, 10 techniques by which you can broadcast and advertise your webinar on LinkedIn.
Webinars: What are the trends?
To create quality webinars capable of attracting a large audience, it is first necessary to know the expectations of the public with regard to this type of content.
This was the subject of a study published in 2020 by HubSpot, of which we reveal the results:
Of 400 consumers surveyed by HubSpot on the types of webinars they would like to attend:
- 27% want to learn new things about an area they are passionate about or a hobby;
- 24% say they prefer to participate in more fun webinars;
- 18% rather want to learn new things about their sectors of activity;
- 22% are interested in webinars that meet all the criteria listed above.
Regarding the format of the webinars they would like to attend:
- 30% prefer presentations that teach them concrete and specific things;
- 16% say they lean more towards the question/answer format, given by a well-known person or an influencer;
- 15% are interested in all types of Q&A webinars;
- 8% are keen on the question/answer format, provided by an expert in their field of activity;
- 12% say they prefer webinars that cover very broad topics;
- 20% of respondents are interested in all types and formats of webinars.
When asked what type of content they would like to see in a webinar, the results were as follows:
- 22% prefer webinars with a host who answers their questions live;
- 19% say they have no particular preferences as long as the webinar is interactive;
- 19% appreciate polls or quizzes;
- 8% lean towards webinars including videos to view;
- 14% have no particular preference.
Now that you know what types of webinars consumers prefer, it’s time to learn how to promote that type of content on LinkedIn.
Also Read: LinkedIn How To Use In A Professional Office
Webinars: how to promote them on LinkedIn?
To promote your webinar on LinkedIn, here is a list of steps to follow:
1) Landing Page
The first step is to convince your audience of the interest of attending your webinar. For this, you must create a landing page that gives an overview of the content of the latter, and the knowledge that can be acquired by the simple fact of attending it.
Of course, this landing page will have to be distributed on LinkedIn itself.
And for better profitability, add your personal touch, for example by including the portrait of the speakers. Highlight them with a short biography or testimonials. In short, make the most of their notoriety to encourage more people to register.
The creation of a Landing page can be done through several tools. The best are:
- Google Sites
To create a landing page, here is a list of steps to follow:
- Select a Template for your landing page;
- Give your landing page a name;
- Add your unique content;
- Include striking images;
- Choose a relevant domain name;
- Make sure all your links and CTAs are working;
- Complete your meta description and meta title;
- Publish your landing page!
Of course, if you want your landing page to have a high conversion rate , you must also work on its “marketing” aspect or ask an agency to do it for you, if the price of a showcase site or a landing page falls within your means. Here is a list of things to consider:
Define your goal
First, you need to have a clear idea of the objective you want to achieve through your landing page. Do you want to generate sales? Increase the number of subscribers to your Newsletter? This detail is very important as it will influence how you will build your landing page.
Create a visual hierarchy
Highlight the essential elements of your landing page. For example, if through your landing page you want to sell a product, bold the part where you talk about these attributes. Likewise, your CTA button should be clearly visible.
Create a captivating design
Attract the attention of visitors to your landing page with an eye-catching design, which will make them want to know more about your products, services, services, etc. Emmanuel Schwab, Head of Creative Acquisition at WIX explains it all by saying, “Most visitors don’t make it all the way to the bottom of a landing page. To make this marketing tool more effective and create the best user experience, make your design and content a top priority.”
Write impactful texts
The content of your page should be concise and informative. It should include attractive headers that will make your visitors want to keep reading.
Use beautiful images
Your visitors must be charmed by powerful visuals. Beautiful images can indeed help increase the number of your visitors as well as your conversion rate.
2) Visual content
In the same vein, you can use images or videos to promote your webinar on LinkedIn.
You know it ! Visual content is worth a thousand words. In this very specific case, it allows you to further highlight your webinar and boost your registration rate.
And even if you are not necessarily good at creating attractive visual content, know that today there is a plethora of web tools that can help you.
Free software like Canva is easy to use, intuitive, and more than enough to create quality visuals. These visuals must of course be adapted later to the display format on LinkedIn.
3) LinkedIn Updates
At least three weeks before your webinar is held, you should promote it by posting regular (but not too forceful) updates.
You can use the images and videos you have created. Similarly you can put the link of the landing page through which interested people can register. The main thing is that the title of your description should not exceed 70 characters.
Your description can be done in 600 characters maximum. Keep the sentences in this description short and well-spaced so that it is easily readable.
4) Share related content
To highlight your webinar on LinkedIn, make sure to publish relevant content related to the theme of the latter. These include blog posts, infographics, videos, and more. You can add a “Call To Action” button, which will direct your subscribers directly to the landing page of your webinar.
On LinkedIn groups you can promote your webinar. But be careful not to spam group members with your messages.
5) LinkedIn Ads
Unlike sponsored updates that appear on the LinkedIn user feed, LinkedIn ads are displayed in the sidebar on the right side of the screen. Essential elements of media plans on social networks in B2B, they are invoiced on the basis of a CPM (cost per impression) or a CPC (cost per click). LinkedIn Ads ads can be expensive. If you are a beginner web marketer, it is best to start with a small test budget.
The techniques presented in this article allow you to promote your webinar on LinkedIn in an optimal way. A promotion that must also be done on other equally important communication channels.
Also Read: How To Implement Webinars In Your Digital Marketing Strategy