How to Use LinkedIn to Convert More Webinars
When it comes to driving traffic to your webinar, are you just using Facebook?
Or more specifically, Facebook ads since organic traffic continues to decrease in the heavily saturated platform. Or are you venturing out to other social media platforms like Pinterest, Twitter or LinkedIn to get more webinar sign ups?
LinkedIn is an incredible place to promote your webinar and quite frankly, an underutilized social media platform.
Check out these stats from about LinkedIn according to a recent study from Foundation Inc:
- LinkedIn now has over 500 million members (260 million log on each month)
- 40% of monthly active user use LinkedIn daily
- LinkedIn makes up more than 50% of all social traffic to B2B websites and blogs
- LinkedIn generates 3x more conversion than Twitter and Facebook
And according to Adweek, LinkedIn members in the U.S. have an average household income of $83,000 per year and twice the purchasing power of the average U.S. consumer.
With so many users, high engagement rates, and high income, LinkedIn is an amazing place to promote your webinar. Here are seven ways to get started with LinkedIn today:
7 Ways to Use LinkedIn to Market Your Webinars
1. Share Related Content
In case you were wondering, yes, content is still king. One of the best ways to get people to know, like, and trust you is by sharing content on a specific topic on a regular basis. This will help establish yourself as an expert and build tons of credibility on LinkedIn.
Find ways to come at the same topic from a different angle or perspective. Try to share all types of content like infographics, videos, or blog posts to help increase awareness about your subject matter to help promote your upcoming webinar.
With each piece of content, make sure to add a clear CTA to get people to register for your webinar.
2. Use Sponsored Updates
LinkedIn offers “sponsored updates” as well as LinkedIn ads (more on that soon) to get more eyes on your registration page. Sponsored updates are a way to put some of your advertising budgets on the social media giant to promote your upcoming webinar.
Think of sponsored updates as a way to “boost your post” as you might already do with Facebook ads. Before you choose just any update, make sure you are sharing related content (tip #1) to find out what works the best organically (and free).
Then, you can push a budget behind that piece of content to see your update. With LinkedIn sponsored updates, you can target specific audiences based on skills, member groups, job roles, and location.
3. Let Others Know in LinkedIn Groups
LinkedIn groups is a free way to promote your webinars to like-minded individuals that you’re already associated with. Make sure to only promote your webinar to groups that are relevant to your ideal client. Promoting is great but spamming isn’t recommended.
Try to pick one to three groups and provide value to the group by answering questions and offering solutions on a regular basis. Not only will this increase your credibility but it’ll be easier to promote your webinar as well.
Remember, people in the group already know, like, and trust you so it makes it that much easier to get them to sign up for your webinar.
4. Run LinkedIn Ads
While not as popular as Facebook ads, LinkedIn ads are a great way to target your ideal customers. You have the option to run sponsored content, sponsored inMail or text ads which will appear on the right sidebar.
And if you or your company has a dedicated account manager, you can also run dynamic ads as well. They have a cost per click (CPC), cost per impression (CPM) or cost per send (CPS) advertising options.
All you do is set your budget, nail down your ideal client, and run a campaign to test which one drives the most leads to your webinar. Test LinkedIn ads with sponsored updates to see which works best for your future webinars.
5. Publish a LinkedIn Blog Post
Yes, you can also publish native content on LinkedIn. While it doesn’t need to be as in-depth as your company blog, it’s a great way to repurpose content and promote your webinar. You can show your expertise in your specific niche for 500 to 1,000 words and generate hype for your event.
You want to think of this as the movie trailer and your webinar is the full showing. Don’t give away so much content that they don’t feel like it’s necessary to attend the webinar.
Give them enough information and tease what’s upcoming. And at the end of your post, give readers a clear and simple call to action.
6. Have Employees Like Promotional Posts
Similar to Facebook, when you like or comment on something it has a higher likelihood of appearing on your connections feed. Send out an email to your company or team to like, share or comment on the LinkedIn post. This will help more people learn about your webinar through 2nd party connection.
7. Post the Link in Your Company Page
If you’re using Easy Webinar automated webinars, make sure to add the link to your company bio page. Anyone who follows your company will see this post in their feed and might click through to register. Also, make sure that high-level employees have this listed in their bio as well.
Final Thoughts on Using LinkedIn for Webinars
LinkedIn is growing and still very underutilized when compared to other social media platforms like Twitter and Facebook. Don’t forget, LinkedIn was acquired for 26 billion by Microsoft last year. If Microsoft sees that much value in the platform, you should too.
I can’t recommend enough that you start becoming active on this platform while it’s still in its infancy stages. Users have money, engage with the site regularly, and are there to learn new skills to help in their professional life.
And don’t forget to continue to promote once the webinar is over so you become more regular on the platform. Keep testing and find out what works best to increase webinar conversions and signups using LinkedIn.
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