How to Promote a Webinar on LinkedIn

Hosting a webinar on LinkedIn without a solid promotion strategy is like setting up a beautiful storefront on a deserted street. You might have the best content in the world, but if no one knows about it, no one will show up. This guide breaks down the simple, actionable steps you can take to fill your virtual room with an engaged audience. We'll cover everything from building early buzz to repurposing your content long after the event ends.

Phase 1: Setting the Stage for Success (2-3 Weeks Out)

The success of your webinar promotion starts long before your first announcement post. Getting your foundation right makes every other step more effective.

Optimize Your LinkedIn Profiles

Before you invite anyone, make sure your professional showroom is clean and welcoming. Both your personal profile and your Company Page are the first places potential attendees will look for validation.

• Update Your Banner Photo: Create a custom banner for your personal profile and Company Page that advertises the webinar. Include the title, date, time, and a key benefit. Use tools like Canva to make this easy.
• Refine Your Headline and "About" Section: Subtly mention the upcoming webinar in your profile headline (e.g., "Helping B2B SaaS companies with lead gen | Host of the upcoming webinar: The Art of the Cold Email").
• Add to the "Featured" Section: Once you have a landing page or an announcement post, add it to the "Featured" section on your personal profile for maximum visibility.

Create a LinkedIn Event Page

This is your central hub. A LinkedIn Event page gathers all your promotional activity in one place and makes it incredibly easy for people to register, see who else is going, and get reminders.

To create one, go to your homepage sidebar, click "Events," and then "Create event."

Tips for an effective Event Page:

• Use a High-Quality Event Logo/Banner: This image should be clear, professional, and consistent with your brand. Include your webinar title and speaker headshots.
• Write a Compelling Description: Don't just list the agenda. Focus on the transformation. What problem are you solving? What will attendees learn? Use bullet points to highlight key takeaways.
• Tag Your Speakers: In the event creation flow, you can officially "Add speakers." This links to their profiles and automatically notifies them, encouraging them to share the event with their network.
• Use the "Invite Connections" Feature: LinkedIn allows you to personally invite connections to your event. Don't spam your whole network. Be selective and invite people you genuinely believe would benefit. A personal invitation goes a long way.

Build Your Promotional Content Plan

Great promotion doesn't happen by accident, it's planned. Map out a simple content schedule leading up to an event. A consistent drumbeat of content is far better than posting five times in one day and then going silent.

A sample two-week timeline might look like this:

• 2 Weeks Out: Official Announcement Post, Create LinkedIn Event.
• 10 Days Out: Speaker Spotlight #1.
• 8 Days Out: Post a short video teasing Topic A of the webinar.
• 1 Week Out: Speaker Spotlight #2, share a helpful statistic related to the topic.
• 5 Days Out: Run a LinkedIn Poll related to the webinar's main theme.
• 3 Days Out: "Why You Should Attend" post, highlighting pain points you'll solve.
• 1 Day Out: "Last Chance to Register" reminder post.
• Day of Webinar: "We're Live in 1 Hour!" post.

This gives your audience multiple chances to see and engage with your event without feeling spammed.

Phase 2: The Promotional Drumbeat (1-2 Weeks Out)

With your foundation in place, it’s time to create content that builds momentum and drives registrations. Don't just post a link and ask people to sign up. Provide value upfront to show them the webinar will be worth their time.

Create a Mix of Engaging Post Formats

Vary your content types to keep your feed interesting and appeal to different learning styles. Here are some ideas that work well:

Speaker Spotlight Posts

Your speakers are a major draw. Create individual posts for each one.

• Include a professional headshot.
• Tag the speaker and their company.
• Share their impressive bio or a unique accomplishment.
• Mention the specific topic they'll be covering in the webinar.
• Example: "Thrilled to have @JaneDoe, VP of Marketing at [Company], joining our webinar on [Date]! Jane literally wrote the book on brand building and will be breaking down how to build an audience from scratch. Don't miss her session! #Webinar #BrandBuilding #[YourEventHashtag]"

Teaser Content & Sneak Peeks

Create curiosity by giving people a small taste of the value they'll receive. This is incredibly effective with video.

• Video Clips: Record a 30-second video where a speaker answers one common question related to the webinar topic.
• Key Statistics: Design a simple graphic with a shocking or surprising stat that your webinar will address.
• "Behind the Scenes": Share a photo or short clip of you and the speakers doing a prep call. It makes the event feel more authentic and personable.

Problem-Centric Posts

Focus on the pain points your target audience experiences. Frame the webinar as the solution.

• Text-Only Posts: Start with a relatable problem. Use storytelling to describe a common struggle, then pivot to how the webinar will provide the answers.
• Carousel Posts: Create a 3-5 slide carousel highlighting a common myth about your topic, then use the final slide to announce how your webinar will reveal the truth.

Interactive Posts Like Polls and Questions

Engagement begets more engagement. The LinkedIn algorithm favors posts that spark conversation.

• LinkedIn Polls: Ask a question related to your webinar topic. For example, if your webinar is on SEO, a poll could be: "What's your biggest SEO challenge? A) Keyword Research, B) Link Building, C) Technical SEO, D) Content Creation." In the comments, say, "We'll be covering all of these in our webinar next week. Grab your spot!"
• Ask Me Anything (AMA): Create a post asking your audience to drop their questions for the speakers ahead of time. This provides social proof and gives you valuable material for the Q&A session.

Amplify Your Reach

Creating content is only half the battle. You also need to make sure people see it.

• Activate Your Speakers & Team: Provide your speakers, partners, and internal team with a simple promo kit. It can be a one-page document with pre-written post copy, the main graphic, the registration link, and your branded hashtag. This makes it effortless for them to share.
• Use Smart Hashtags: Use 3-5 relevant hashtags on every post. Include a mix of broad industry tags (e.g., #DigitalMarketing), more niche ones (#B2BLeadGen), and your own branded event hashtag (e.g., #[YourCompany]Live2024).
• Engage with Comments: When people comment on your posts, respond quickly! Ask follow-up questions to keep the conversation going. This boosts your post’s visibility in the algorithm.
• Personalized DMs (Use With Care): This can be very effective if done correctly. Find a handful of connections who actively engaged with your promotional content (liked, commented) and send them a brief, personal message. Something like: "Hey Mark, thanks for commenting on my post about the webinar. Since you're interested in the topic, I wanted to personally share the registration link in case you hadn't seen it yet. Hope to see you there!"

Phase 3: Gameday and Beyond

Your promotional work isn't over when the webinar begins. In fact, some of your most valuable content will come from the event itself.

Day-Of Reminders

People are busy. Gentle reminders are helpful, not annoying.

• "Going Live" Posts: Post about an hour before you go live. Tag your speakers and use your event hashtag. Share the link directly in your post and on the Event Page feed.
• Create a Sense of Urgency: Use phrases like "Final call!" or "See you in an hour!" This encourages last-minute sign-ups.

Repurpose Everything

Your one-hour webinar is a goldmine of content that can fuel your LinkedIn presence for weeks.

• Share the Recording: Your first post-event communication should be a thank you to attendees, with a link to the full recording. Post it on your Company Page and in the Event feed.
• Create Short-Form Video Clips: Scour the recording for 30-90 second "golden nuggets" - a powerful insight, a contrarian take, or a brilliantly answered question. Edit these into vertical videos with captions and post them individually. Tease one insight and write "Want the full context? Check out our full webinar replay in the comments."
• Turn Takeaways into Carousel Posts: Pull out 5-7 key takeaways or powerful stats from the presentation. Design a clean, branded carousel (PDF document) and share it. Carousels perform exceptionally well on LinkedIn.
• Design Quote Graphics: Did a speaker say something profound? Put that quote on a branded background with their headshot and tag them. It's highly shareable and makes your speakers look great.
• Write a LinkedIn Article: Expand on one of the key topics discussed in the webinar. Write a detailed article, embed some of your video clips, and link back to the full recording.

By giving your content a new lease on life, you magnify the ROI of your event and establish your authority long after the live broadcast has ended.

Final Thoughts

Promoting a webinar on LinkedIn effectively is an end-to-end process that blends smart planning with consistent, value-driven content. By setting up a dedicated Event Page, engaging your network with a variety of post formats, and diligently repurposing your material afterward, you create a powerful flywheel that draws in the right audience and solidifies your expertise.

It's clear that a strong webinar promotion involves many moving content pieces, from speaker spotlights and video teasers to day-of reminders and repurposing clips. To keep our own content flywheel spinning without getting lost in spreadsheets, we use Postbase. Being able to see our entire promotional calendar visually, schedule posts for every platform in one place, and manage all the comments from attendees in a single inbox means we can focus on delivering a great event, not just promoting one.