In the last couple of weeks, I’ve shown you how to promote your webinars on social media through Facebook, Twitter, and LinkedIn advertising. While these are powerful in terms of promoting your webinars to your target audience, there are also ways you can promote your webinar on social media organically (without spending money). In this post, we’re going to look at six ways you can promote both live and automated webinars on social media by organic means.
1. Create a collection of unique updates you can use for your webinar.
The last thing you want to do is sound like a broken record on social media. No one wants to see the same updates over and over again about your webinar. At the same time, you have to promote your webinar multiple times if you want to get it in front of a larger share of your social media audience. Your goal when promoting your webinar with social media updates is to create a collection of unique updates. To get some inspiration, you can start by searching Twitter, Facebook, Google+, and Pinterest to see how others promote their webinars on those networks. If you’re promoting a live webinar, you will want to make your updates time-specific. You can create multiple unique updates that allow you to count down the time until your live webinar.
In addition to the text, you will want to include images for your social media updates that have the time and date specified – Canva has hundreds of free templates you can use to quickly create professional images for your social media updates.
If you’re promoting automated webinars, you have a couple of options. You can make your updates timeless, focusing on the benefits of what people can learn about in your webinar. These are the kind of updates that people can discover at any point in time to lead them to your webinar.
You can also make them date specific, if you know you will be running multiple webinars on a daily basis. That way, you can at least promote your webinars on a weekly or monthly basis by date using the hint of urgency.
Whether you are promoting live or automated webinars, you will want to mix in updates that are not webinar-related so that people will not go to one of your profiles or pages and see nothing but webinar promotions. If you have the time, it’s best to do a mixture of curated content updates (links to content about your niche or industry) along with updates that engage your audience (ask questions, share quotes, etc.). If you want to automate your social media updates, you can do so through content curation and the right set of tools. Sendible is a great social media management tool that allows you to share updates automatically from RSS feeds to most of the top social networks including Facebook (profiles and pages), Twitter profiles, LinkedIn (profiles and pages), Google+ (pages only), Pinterest, Tumblr, and others.
This approach will ensure that you have lots of additional updates in between your webinar promotion updates. For your audience, it will ensure that they will have a reason to follow and tune in to your social media updates. If they are following you closely to see what content you share, then you know they are interested in being educated about your niche, making them the exact audience you want, as they will want more education through your webinars. The key to great content curation (automated or not) is to choose from the right news sources. You can use sites like Alltop to help you find the best blogs in your niche or industry. If you are automating curation, make sure those blogs are always publishing content you want to share with your audience. You don’t want to post anything from your competitors or anything that goes against the products or services you sell (i.e., you don’t want to share a blog post about how email is dead when you offer email marketing services).
2. Schedule updates to post to your social media accounts.
The best way to ensure that you promote your webinars on a timely basis is through scheduling your social media updates. For live webinars, you can schedule all of your updates to promote registration for your webinar up until it goes live. For automated webinars, you can schedule weekly or monthly promotions as you see fit.
If you plan on having lots of updates to your social media accounts in between your promotions, you can use the Repeat option that Sendible offers to have the same status update shared on a weekly or monthly basis. You should only use this option on networks where you will be posting updates in between the promotional times you have set so you don’t have multiple updates in a row on your profiles and pages about the same webinar with the same update. In addition to Sendible, there are also tools like Buffer, HootSuite, Sprout Social, and many others that will allow you to schedule your webinar promotions at a specific time in the future to be posted to one or more of your social media accounts. The tool you choose should work with the accounts you want to promote your webinar upon and have the automation options you want to ensure your webinar is promoted along with other great status updates.
3. Pin posts to the tops of your social media profiles and pages.
Another way to keep promotion of your webinar going is to pin updates to the top of your social profiles and pages. Once you have posted an update about your webinar on your Facebook page, you can use the arrow at the top right of the update to pin it to the top of your page’s news feed. You can do this within Facebook groups as well.
On Twitter, click on the three dots beneath your latest tweet about your webinar. This will put your latest webinar promotion tweet at the top of your Twitter profile.
If you are pinning updates for live webinars, be sure to set a reminder to remove pinned Facebook posts and tweets after the live event has ended. If you are pinning updates for automated webinars, be sure to make them timeless so that anyone who sees the update will be encouraged to register based on the benefits and not on the timing. Also, be sure to update your pinned updates often so you don’t end up with a pinned update from months ago.
4. Update your social media cover photos to promote your webinar.
The cover photos for your social media profiles and pages are great real estate to promote your latest webinars. You can add cover photos to your Facebook pages, Facebook groups, LinkedIn Company Pages, Twitter profiles, Google+ profiles and pages, and YouTube channels. Canva, the free online image editing tool mentioned earlier, has templates you can use to create cover photos for each of these networks. Some templates can work for multiple networks.
Your cover photo should follow the same guidelines as a pinned update. If you are creating cover photos for a live webinar, be sure to update them after the live event has ended. If you are creating cover photos for an automated webinar, be sure to make the cover photo timeless so that people will be encouraged to register whenever they see the photo. For your Facebook page cover photo, once you have uploaded it, click on it. You will get the option to add a description to your cover photo. By doing this, anyone who clicks on your cover photo will get a clickable link to your webinar registration page. This also works for cover photos on Facebook groups and Google+ profiles and pages.
5. Add social sharing buttons to your webinar registration and thank you pages.
If you want to give others a chance to help you promote your webinar, you can do so using customized social sharing buttons. These buttons can be added to any page on your website and can be customized to share a specific message. To start with, let’s look at the Twitter Share a Link button.
You can create a button that, when clicked, will lead people to tweet a specific message about your webinar with a link to your registration page. Be sure to change the options as shown above to tweet a specific URL as opposed to the page URL and a specific message instead of the title of the page. Once completed, you can test your button by clicking on the preview.
Note that the message can be previewed and edited by anyone who clicks on the tweet button before they send it. You can follow a similar set of steps for Facebook using the Facebook like button.
For the Facebook like button, you will simply enter the URL of your webinar registration page as the URL to Like as shown above. You can then click on the Like or Share button in the preview to see how the update will appear for people who choose to click one of those buttons.
The information used in the update is pulled from the URL you entered in the URL to Like box. You may want to update your registration page to include Facebook Open Graph tags to use a specific page title, page description, and preview image. Facebook Open Graph tags should be added before the on your webinar registration page. They would look something like this. ” /> You can also create buttons to allow people to share your webinar with their LinkedIn, Pinterest, and Google+ audiences. Be sure to look for the setting to change the URL to your webinar registration page and customize messaging when possible. If you’re a StealthSeminar user, you can contact our support team to learn more about implementing these buttons and open graph code on your webinar registration page. When promoting live webinars with social sharing buttons, you will want to include dates and times in the customized messaging and image. When promoting automated webinars, make your customized messages as timeless as possible so that they are always applicable, no matter when someone might share them.
6. Partner with other webinar producers for promotional exchanges.
If you have a large audience, you may want to partner with others who produce webinars in your niche or industry but are not direct competitors. It’s as simple as sending them an email that does the following.
- Introduces you and your business.
- Explains the main benefit of your webinar – what you teach and how your attendees will benefit from the education – and how that applies to their audience.
- Shares some information about the product or service you are offering at the end of the webinar.
- Details the size, demographics, and interests of your audience.
- Asks if they would be willing to promote your webinar in exchange for you promoting their current or upcoming webinar.
You may want to interact with your potential partners through social media first to get to know them and get on their radar before sending a cold email. This will likely help you get more positive responses for your promotional request. It’s best if you can find promotional partners who offer the same kind of webinars you offer. If your partner offers live webinars, they will understand that timely promotion is of the essence. If your partner offers automated webinars, they will understand that timeless promotion is the best way to go. As an added bonus, you may find that your promotional partner may also make for a great guest or host for one of your webinars, helping you further drive new webinar attendees to your webinars from their audience.
As you can see, there are a variety of ways to organically promote both live and automated webinars on social media. Once you have set up a great webinar to promote your products and services, start implementing these promotional strategies alone or in conjunction with paid social media advertising to boost registrations for your webinar and ultimately revenue for your business. Got any other tips or cool resources you can share? Drop them below. Cannot wait to learn about them.