How to Host a Webinar on LinkedIn

Hosting a webinar on LinkedIn is one of the most direct ways to build authority, generate leads, and genuinely connect with a professional audience ready to listen. This guide walks you through the entire process, from the initial setup and content planning to promotional strategies that get people to show up and post-event tactics that extend your reach.

Why Host a Webinar on LinkedIn?

Before jumping into the "how," let's quickly cover the "why." Unlike other platforms, LinkedIn is where business professionals gather with an intent to learn, network, and grow. An event here isn't just another notification, it's a professional development opportunity. Here’s what you gain:

• Targeted Audience Reach: You get your content directly in front of an audience defined by job title, industry, and company size. The people you want to reach are already there.
• High-Quality Lead Generation: Attendees who register for your webinar are not just anonymous viewers, they are qualified leads who have actively shown an interest in your expertise. LinkedIn's registration forms make lead capture seamless.
• Brand Authority and Trust: Sharing valuable insights through a live webinar positions you or your company as an accessible and credible expert. It’s a powerful move to build trust with potential customers.
• Direct Engagement: A live Q&A session, real-time comments, and audience polls create genuine interaction that static content just can't match.

Step-by-Step Guide to Setting Up Your LinkedIn Webinar

LinkedIn offers two primary ways to run your webinar: through LinkedIn Live or by using an external event link with a third-party webinar tool. Setting up the event page is the same for both, but the broadcast method is different. We'll break it down.

1. Creating the LinkedIn Event Page

Your Event page is the central hub for your webinar. It’s where you’ll direct all promotion and where registered attendees will get notified.

1. Navigate to Your Company Page: You must be an admin of a LinkedIn Company Page to create an event. Go to your page and click the "Admin tools" dropdown in the top right, then select "Create an event."
2. Complete the Event Details: This is where you set the stage. Fill out each field carefully.
   • Event type: Select "Online."
   • Event format: Here’s your first big choice.
     • LinkedIn Live: This means you'll stream directly on the LinkedIn platform using a third-party broadcasting tool (like StreamYard or Restream). Your audience stays on LinkedIn to watch. This is great for broad reach and engagement.
     • External event link: This is for when you're using a dedicated webinar platform like Zoom, Webex, or GoToWebinar. You'll enter the registration or broadcast link here, and attendees will leave LinkedIn to watch on that service. This is better for gated content or complex webinar features.
   • Event name: Make it clear and compelling. Use a title that highlights the main benefit for the attendee, not just a generic name. For example, "How to Triple Your Website Traffic with SEO" is better than "Q3 Marketing Webinar."
   • Date, Time, and Time Zone: Double-check these! Mistakes here are a common cause of low attendance.
   • Description: This is your sales pitch. Clearly outline what attendees will learn, who should attend, and the unique perspective your speakers will offer. Use bullet points to make it scannable.
   • Speakers: Add the LinkedIn profiles of your speakers. This tags them and leverages their networks, as the event will appear on their profiles, too.
3. Set Up the Registration Form (Optional but Recommended): Once you create the event, you can add a native LinkedIn registration form. This is huge for lead generation. You can require attendees to provide their name, email, job title, and company. This information qualifies leads for your sales team, allowing for effective follow-up, for example, using LinkedIn’s Sales Navigator feature. When people register, they automatically become "attendees" and will receive notifications.

2. Choosing Your Broadcasting Tool

Your choice in the "Event format" section determines your next steps.

If you chose LinkedIn Live:

You need a third-party streaming tool to connect to your LinkedIn event. You can't just "go live" from your webcam. LinkedIn requires integrated software for stability and quality. Popular options include:

• StreamYard: User-friendly, browser-based, and fantastic for bringing guests on screen, sharing your screen, and adding custom branding (banners, logos).
• Restream: A powerhouse tool that lets you broadcast to LinkedIn, YouTube, Facebook, and other platforms simultaneously.
• Socialive: More of an enterprise-level tool with advanced features, but very reliable.

Most of these tools work the same way: You connect your LinkedIn account, create a broadcast inside the tool, and link it to the LinkedIn Event you just created. From there, you manage the entire live-feed from the third-party tool.

If you chose "External event link":

This is much more straightforward. You will host your webinar on a platform like Zoom, GoToWebinar, or Livestorm. Simply copy the registration or direct link from that service and paste it into the "External Link" field on your LinkedIn Event page. All promotion on LinkedIn sends people to that external link to sign up and view.

Planning Content That Keeps People Engaged

A successful technical setup is just the beginning. The real difference between a forgettable webinar and one that generates leads comes down to content quality and delivery.

Find a Topic That Solves a Real Problem

Don’t just talk about what you think is interesting. Find out what your audience is struggling with. The best way is to ask.

• Look at Your Post Comments: What questions appear repeatedly on your most popular posts? These are a goldmine for webinar topics and other content ideas, like how-to guides or infographics.
• Create a LinkedIn Poll: Directly ask your audience what they want to learn. Frame it with a question like, "We're planning a free workshop for [your target audience]. Which topic would be most helpful?"
• Talk to Your Sales Team: Ask them for the top three questions they hear from prospects. This collaboration is an invaluable source of topics that address real customer needs and often leads to great business results.

Structure Your Webinar for Flow and Action

A rambling presentation with 40 text-heavy slides will cause attendees to lose interest within minutes. Instead, use a clear structure that maintains engagement.

1. The Hook (First 3-5 Minutes): Welcome attendees, confirm they can hear you, and immediately state the promise of the webinar, such as, "By the end of this hour, you're going to know exactly how to..." Keep it short. Don’t begin with a long personal story, start with your audience front and center.
2. The Core Content (30-40 Minutes): Organize your topic into 3-5 key points. Keep your content educational and focus on providing value. Use examples, simple case studies, and visuals instead of text-heavy slides.
3. The Call-to-Action (CTA) (5 Minutes): Clearly explain the next step you want your audience to take. This could be downloading a guide, booking a demo, or following your Company Page for future announcements. A clear CTA keeps your audience engaged with your brand and community.
4. Q&A Session (10-15 Minutes): Live Q&A is what makes webinars so valuable. Dedicate real time to it. Announce that there will be a Q&A at the beginning to keep people watching until the end. If questions are slow to come in, have a few prepared. For instance, if an attendee previously asked a relevant question on one of your posts, you can use that to start the Q&A session.

A Simple Promotional Timeline for Maximizing Attendance

Don't assume your audience will show up just because you've created an event. A good rule of thumb is to spend as much, if not more, time promoting your webinar as you did creating the content. A balanced promotional campaign is essential for success.

Two Weeks Before the Webinar

• Create your LinkedIn Event page. This is your launch point.
• Publish an announcement post including the event graphic and a link to the Event page.
• Use the "Invite connections" button on the event page to personally invite relevant contacts.
• Send an email to your subscriber list announcing the webinar.

One Week Before

• Post different types of content to remind people about the event. Try a carousel post highlighting the speaker's main discussion points. When introducing your speakers, focus on one key area of their expertise.
• Reshare the event in relevant LinkedIn Groups where you are an active member. Don't join a group just to promote your webinar, as this is often against group rules. Instead, focus on groups where you have already built trust.
• Consider creating a post or two that touches on a specific pain point the speakers will address. Giving a small preview can build curiosity and drive registrations.

Three Days Before

• Post a behind-the-scenes photo or a short video of your preparation. Sharing a key tip or an "aha" moment can make your event feel more authentic.
• Encourage your team to share the event with their networks. Employee advocacy can significantly extend your reach beyond your company page's followers.
• Run LinkedIn Event Ads if you have the budget. They are highly effective for driving targeted registrations.
• Sending personalized direct messages to close contacts on LinkedIn can also be effective. Keep your message genuine and natural.

Day of the Webinar

• About 1-2 hours before the webinar, post a "last call" reminder. This creates a sense of urgency and can catch last-minute attendees.
• Send a final reminder email 15-30 minutes before the event begins. This is one of the most effective tactics for boosting live attendance rates.

Final Thoughts

Planning, promoting, and running a successful webinar on LinkedIn requires a significant effort, but the rewards are substantial. It's an excellent way to generate high-quality leads, build brand authority, and create direct business opportunities with an audience interested in your expertise.

Managing all the moving parts of a webinar promotion alongside your regular social media content can become chaotic. To stay organized and ensure all your promotional posts are published on time, a central social media management tool is essential. At Postbase, we designed a simple, visual calendar to help businesses and marketing teams plan and schedule content weeks or months in advance. From announcement posts to last-minute reminders, you can manage your entire campaign across all your social channels from one clean dashboard, turning chaos into simplicity.