Planning a webinar but worried about getting people to actually show up? You’re not alone! One of the biggest challenges webinar hosts face is driving attendance, and the key lies in knowing where and how to promote effectively.
I’ve helped countless clients fill their webinars using a strategic mix of promotional channels. While some locations might seem obvious, others might surprise you. Let’s dive into 10 different places you can promote your webinar to boost attendance and ensure your event is a success.
The Foundation: Your Owned Media
1. Your Email Newsletter
Start with your most engaged audience—your email subscribers. They’ve already shown interest in your content, making them prime candidates for your webinar. Send a series of emails leading up to the event, not just one announcement.
2. Your Blog
Create a dedicated blog post about your webinar topic, then naturally weave in the registration details. This serves double duty by providing value while promoting your event to organic search traffic.
3. Your Social Media Platforms
Don’t just post once—create a content series across Instagram, YouTube, LinkedIn, and TikTok. Share behind-the-scenes content, teasers, and countdown posts to build anticipation.
Expand Your Reach: Collaborative Opportunities
4. Partner Cross-Promotion
Reach out to colleagues, industry partners, or complementary businesses. Offer to promote their next event in exchange for them sharing yours with their audience.
5. Guest Podcasting
Pitch yourself as a guest on podcasts in your industry. During the interview, naturally mention your upcoming webinar as a resource for listeners who want to dive deeper into the topic.
6. Industry Facebook Groups
Join relevant Facebook groups where your target audience hangs out. Share valuable insights and mention your webinar when it’s genuinely helpful to the conversation (always follow group rules about promotion).
Think Outside the Box: Unexpected Promotional Channels
7. LinkedIn Articles and Posts
LinkedIn’s professional audience is often perfect for B2B webinars. Write thoughtful articles that establish your expertise, then mention your webinar as additional value.
8. YouTube Content
Create short videos discussing topics related to your webinar. End each video with a call-to-action directing viewers to register for more in-depth information.
9. Online Communities and Forums
Participate in Reddit communities, industry forums, or Slack groups where your ideal attendees spend time. Provide genuine value first, then share your webinar when relevant.
10. Paid Social Media Advertising
If you have the budget, targeted ads on Facebook, Instagram, or LinkedIn can help you reach new audiences who match your ideal attendee profile.
Making It All Work Together
The secret isn’t just using all these channels—it’s creating a cohesive promotional strategy. Start promoting 2-3 weeks before your webinar, with the heaviest promotion in the final week. Tailor your message to each platform while maintaining consistent branding and key messaging.
Remember to track which promotional channels drive the most registrations so you can double down on what works for your audience.
Your Next Steps To Promote Your Webinar
Don’t try to tackle all 10 channels at once if you’re new to webinar promotion. Pick 3-4 that feel most natural to you and your audience, then expand from there as you get more comfortable.
The goal is consistent visibility across multiple touchpoints. When your ideal attendees see your webinar promoted in their email, on social media, and in their favorite online community, they’re much more likely to register and actually show up.
Which of these promotional channels are you most excited to try for your next webinar?
